RANGE REVIEW: POS & MERCHANDISING RANG


GE REVIEW: POSREVIEW: S & MERCHANDISING COLOURFUL


ith renting becoming more prevalent,


continue


the younger generations to


means that maintenance is key hem, to keep their home in g


struggl e to save a deposit for a mortgage, extended families looking at dif ferent ways of coping with life changes impacting on their living arrangements, and an aging population, there ar e many tr ends in society at pr esent that retailers need to take on board and adapt to. DIY stores can secure loyalty and build meaningful relationships with consumers by understanding their changing needs when it comes to the maintenance, functionality and look of their homes.


While some renters will spend money improving their home, especially if they plan to live there long term, generally they ar e more focused on quick decorative fixes and minor maintenance tasks. Not being r esponsible for the upkeep of a house leaves them mor e able to invest in home accessories, such as furnitur e and soft furnishings, and of course looking ahead to spring and summer gar den furnitur e and planters will be popular.


Homeowners will continue to invest in projects to keep their home up-to-date or that will provide them with additional space. Now that homeowners ar e less likely to make huge pr ofits when selling their home, there is less incentive for them to move, especially if their curr ent house can be adapted in line with their changing needs. This also


“DIY stores can secure loyalty and build mean ingful relationships with consumers by under standing their changing


24 DIY WEEK 13 APRIL 2018


loyalty and build mean- ingful relationships with consumers by under- standing their changing needs”


DIY stores have become m lifestyle orientated in recent ye as their core customers are gener less experienced DIY


ess experienced DIYe Yers. Howe


with household budgets be squeezed more


as


means that maintenance is key to them, to keep their home in good condition long-term.


with household budgets being and more,


consumers able to find any number f how to videos online, we may


Clear navigation


The way in which products merchandised is crucial to en shoppers know what option is


hoppers know what option right for which job, to prov useful tips and advice, and to give hem the confidence to take o


useful tips and advice, and to them the confidence to take on a job themselves. Clearly there instances when only a professio will do, but helping consumers s money by giving them the t and knowledge to go it alone is a powerful way of gaining loyalty – ff


easy to navigate and shop, using over head, aisle and shelf signag enable customers to find their way ar ound, fixtur es need to be kept neat and tidy at all times. This can be dif ficult in certain categories, such as har dware, because of the sheer volume of pr oducts to be displayed. Consider merchandising scr ews, nails and fixings in r obust plastic storage bins. These can be fixed to louvr ed panels to cr eate a wall of bins, and as they ar e different colours,


powerful way of gaining loyal omething that is difficult to ach across all retail sectors these day As well as making sure a sto asy to navigate and shop, u


nd knowledge to go it alone something that is dif


available in


colour coding can be used to help shoppers find exactly what they ar e looking for.


products


Colour coding is also useful for giving customers an idea of which into which pric e


fall


range, so if they are looking for a quick fix or mor e of a quality solution, they can identify what fits the bill quickly and easily . Combiney.. Comb this appr oach with wobblers and


he bill quickly and easily


shelf talkers to pick out key product UPS or highlight special offers. Communication at the shelf edge is vital to help customers make an informed decision. This is especially tr ue for categories that ar e mor e technical; in the lifestyle aisle shoppers want inspiration, whereas in the plumbing aisle they need information.


Leaflet holders that can be fixed to shelves are extre mely useful , so brands can let customers know what their pr oduct is best for


best for r,, how


to use or install it and what is special about it.


For complex or pr emium ranges, consider digital screens, as these can grab attention and impart information in a more engaging manner.


www.diyweek.net


onsumers able to find any num of how to videos online, we may see an increase in the numbers of pe wanting to do it themselves.


COMMUNICATIONCATIO W


AT


HL POS Centre sales manager Paul Yull talks about trends in the home improvement market and how retailers can use effective merchandising to guide customers through high-volume categories, like hardware.


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