TALKING POINTS
Maximise your
potential By Anne Brillet, director, Unearth Marketing F
rom Aladdin’s cave to a minimalist curated experience, great visual merchandising draws customers in and keeps them coming back for more.
Here are our 10 top considerations to ensure your store is maximising its potential:
1. Who is your customer and what do they want? Before thinking about what to do to remerchandise your store, ask yourself one simple question: what are your current and desired customer bases? Are you selling mostly MTB to riders who are passionate about all things suspension, are your customers all about the flat-bar family rides, or are you serving high-end road customers looking for the latest technology? Depending on who you’re seeking to connect with, you will need to make some adjustments to ensure their needs and expectations are met. By creating a store layout and ambience that inspires your riders, you will become the destination of choice.
2. Less is more vs. more is more There is no right or wrong answer with regards to the right quantity of stock on your shop floor but as a regular rule, the more expensive your products are, the more minimalist the shop floor should be. Some stores choose to have a lot of products on display and this is why their customers shop with them – they have a wide array of choices. But for a more premium product and customer experience, a minimalist
approach can be more suitable as it gives each product more room and puts an accent on how special each bike is. The ideal option is to have a stock room or even warehouse, where you can keep stock available, whilst keeping your shop clutter free, but we appreciate that this is not available to all retailers.
3. Create an experience More and more regular high street retailers are focusing on making their store experiential. This is something that is particularly applicable to the cycling industry as the products we sell are intended to bring joy and fun to our customers. Music and footage is something that is an easy win and having the right tunes for your client base as well as relevant footage on your screens is key. Adding memorabilia presented in the right way is also a good way to bring panache to your store. Having a wall with local route suggestions and group ride options can also bring the local community to life and help your customers get out there.
4. The rule of three When merchandising your store or planning your ranges, always remember the rule of three. When your sales staff present your customers with products to meet their needs, having three options will ease the task ahead. Out of the three options there will always be one which is disliked, which leaves your team member to compare the two remaining products and avoid employing the hard sell. More options and
www.bikebiz.com
December 2021 | 7
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