Mike Lindell Media Corp (MLMC)

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You shuffle to the right, then you curve to the left. You shoot
the loop, making your way under bright lights and colorful
banners. After wandering though the grid, you emerge at the exit,
dazzled by the sights you've seen. Are you in a fun house at the
county fair? Could be, but you might just be in your local
grocery store.

Retailers use a variety of formats to display their wares. While
some merchants utilize "mighty merchandising" tactics more than
others, the overall goal is the same: present the merchandise in
an inviting and informative manner. Studies show that consumers
spend 15 to 20 percent more in stores they find to be well
stocked, pleasantly kept, and "fun."

If you're a customer, maybe you'll recognize a few of the
following techniques and appreciate the merchants' showcase
efforts. If you're a retailer, maybe you'll pick up a few new
ideas. There are many simple presentation techniques that can
help consumers react positively to what you have to sell.

Layout: Ever feel as if you're in a maze when you enter a store?
It could just be poor planning or a lack of space. Many times,
however, the layout is deliberate. The loop layout is a popular
modern design. The loop is intended to help customers move
efficiently through the store and to increase sales by exposing
customers to more items. A curving design is more of a free-flow
setup intended to create a relaxed, browsing atmosphere. The
classic floor design is a grid layout where isles run parallel and
perpendicular to each other. This utilizes floor space well and
simplifies stocking.

Flow and Appearance: Shopping should be as easy and enjoyable as
possible. If appropriate, carts and baskets should be available
since customers may otherwise only purchase as much as they can
carry. Good lighting makes things look crisp and clean, and
carpet in apparel sections makes for a better presentation.
Signing helps identify the store, answer questions, and can be
used to draw customers into underutilized sections of the store.
Wide, open aisles are nice because bumping into shelving or other
customers can be quite frustrating. Sometimes displays are
extended into aisles intentionally, which impedes passage but
ensures prominence.

Positioning and Arrangement: Vertical merchandising places like
items together in a column, usually putting large things on the
bottom and small things at the top. The "sweet spot" for shelf
space is between waist and eye level because the goods are easiest
to see and reach. Prime merchandise is often located here.
Arrangement can be done in many ways: style, price, color, size,
and so on, depending on what works best. Shoes, for example, are
often arranged by style. Cross merchandising displays related
items jointly, such as hanging bottle openers in the same area as
the bottled soda. Cross aisle merchandising puts related items on
both sides of the aisle to keep related goods together.

Projects: Displays are coupled with how-to information with the
idea of selling an entire project instead of just one product.
This can be especially helpful for do-it-yourselfers. Potential
buyers can inspect the goods and learn how to effectively utilize
the merchandise. An example would be a display showing how to fix
a leaky faucet, with all of the tools and necessary parts nearby.
For apparel or home furnishings this often takes place as theme or
ensemble displays.

Stirring: Moving merchandise can make it appear as though the
retailer is changing inventory and bringing in more stock than is
actually the case. It can give an appearance of diversity and
change. Seasonal items may be brought to the front of the store.
Clearance racks may be used to pull customers through other lines
of merchandise.

Endcaps, Dumpbins, and Cutcases: Endcaps are displays at the end
of an aisle, dumpbins are large hoppers full of merchandise, and
cutcases refer to merchandise in the original container. Cutcases
convey a low-budget, bargain-basement image. Endcaps and dumpbins
are usually used to highlight sale, sundry, or seasonal items.
They are changed frequently and are intended to promote impulse
purchases.

Power Aisle: A power or action aisle is a wide corridor running
through the store. Often it is marked with signs or floor paint.
A power aisle leads customers though the store and makes use of
endcaps, dumpbins, and displays.

There are many other tricks of the trade, which underscores the
notion that retailing is as much art as science. When it comes to
presenting a positive image, detail makes the difference.