“We’ve been working in the FMCG space for many years and over the decades our merchandising teams have witnessed what does and doesn’t work”, explained Martin Rice, operations director, Green Field Marketing Solutions.
“Whether it’s a town in Manchester, big city stores in London, village stores in Cornwall, a forecourt in Belfast or corner shops in Scotland, there is one thing that will improve your sales immediately – clever merchandising and that includes things like point of sale, lighting and layout.”
Green Field Marketing Solutions merchandising teams regularly travel the length of England, Ireland, Scotland and Wales, advising store owners on best practices to attract more customers.
Rice continued: “When it comes to advising our retail partners on how to use their stores to drive sales, there isn’t much we don’t know. Christmas is a huge opportunity for retailers to enhance their sales but if your competitor has a better store layout, implements regular offers and utilises clever point of sale, they may be using their space to attract customers that could be spending with you.”
Here are Green Field Marketing’s 12 merchandising tips to optimise sales and improve customer experience this Christmas, and throughout the year:
- Product rotation – periodically change the position of popular items to keep the store layout fresh and encourage regular customers to explore other products. Feature new products prominently for visibility and to create excitement.
- Strategic store layout – place high-demand items, like milk, bread or popular snacks, at the back of the store to encourage customers to walk through and see other products on their way. Keep high-impulse items like chocolate, magazines, and ambient soft drinks near the checkout counter to encourage last-minute purchases.
- Make use of cross-promotions – place complementary items next to each other, such as pairing crisps with dip or placing coffee and tea near biscuits and sweet treats. This encourages customers to buy multiple products together.
- Eye level is buy level – display top-selling items at eye level for easy visibility and access.
- Seasonal and themed displays – create special displays for seasonal products or holidays (e.g., back-to-school essentials, Halloween confectionary, Christmas). Use themed point of sale to catch customer attention with seasonal offers.
- Maintain clean, well-stocked shelves – clean and restock shelves regularly to ensure they are full and organised. Ensure pricing is clear and accurate and make use of Price-Marked-Packs where possible.
- It’s a sign – use clear, simple signage to direct customers to product sections and highlight promotions. Utilise window displays to promote sales or high-demand products that draw people into the store.
- Appeal to local preferences – understand your store’s customer demographic and stock items that cater to local tastes, preferences, or cultural needs. Customise your selection based on the season or local events.
- Grab-and-go for more profit – feature a well-organised area for pre-packaged food items, snacks, and drinks for customers looking for quick purchases. Place these near the entrance or checkout area to maximise convenience.
- Promotions and discounts – use BOGOF promotions or other offers to entice customers to buy more. Display discount bins or clearance items in prominent areas to attract price conscious customers.
- Use technology and data – use POS data to track which items are best sellers and adjust stock levels or display prominence accordingly. Test digital signage or touchscreens to feature rotating promotions or recommendations based on time of day or customer demographics.
- Light bulb moment – proper lighting techniques help draw shoppers’ attention to specific parts of your store or display. Lighting can also influence the mood and behavior of your store visitors. When done right, lighting can greatly improve in-store experience and drive sales.
