Page 26 - GBC spring 2016

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11 TIps For MerchanDIsInG
Consumers need to feel that you are working for their business, so take the time to showcase your shop in the most positive way by following some basic merchandising tips.
1. Do a sWoT analysis
To succeed at merchandising, you need to understand your strengths, weaknesses, opportunities, and threats. It helps you determine what you do well, where you can improve, where you can increase sales, and where you can lose sales. The best way to do that is to walk out of your shop with a pen and paper in hand, and put yourself into the shoes of your customers.
List what you see as your SWOT. As you walk into the shop, take note of what you see first. Which way do you walk into the shop? What displays are in your way? Is pricing clear? What stands out? Why? Then ask your associates to do their own, and compare the lists.
2. Find the sweet spot
The high traffic areas are those which have the greatest impact on sales and margin, so these areas re- quire the most attention.
3. Knee-to-eye
This is the consumer’s true range of vision, but more importantly, it is the area in which they buy product. If a consumer has to bend to pick up a product, they are less likely to make the purchase than if it was displayed at eye or hand level.
4. Follow the eye
Approximately 90% of Canadians are right handed, so they typically interact with displays and product, with their right hand. If someone is standing in front of a display, their eyes will start in the middle and move to the top left, then to bottom right and ultimately end on middle right. People tend not to buy some- thing if they have to cross their body to reach it.
5. Good-better-best
Consumers go through a process of navigation, a comparison and con- trast to make the most informed purchase decision. Once they reach a point where they understand the value for each particular product in a display, they are more likely to move from the good to the better, and then from the better to the best.
6. Key purchaser
Many studies have shown that over 80% of the household purchases are made by women, so you need to take into consideration how both genders shop when setting up your shop.
If you put a display on the ground, it will see little action from female consumers, no matter how attractive it may be. Women tend
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eMBrace socIaL MeDIa
to avoid tight display areas. If they have to squeeze between two displays and a product brushes their body, they can be quickly turned off from the shopping environment.
7. complete the details
Make sure all signage tells the consumer everything they need to know from product benefits to price to size range.
8. Move it
Merchandise sells the best when it’s on the move. It helps to keep your shop looking fresh, and keeps your customers engaged in the shopping experience.
9. Brand play
People purchase by brand, so make sure to merchandise it that way.
10. complete the picture
Women buy in outfits far more than their male counterpart, so make sure that you showcase your women’s product showing how multiple items can work in mul- tiple outfits.
11. creativity wins the day!
26 Golf Business Canada
Golf Business Canada
Social media allows you to drive traffic, build brand awareness, but more importantly allows you to grow customer engagement. Every post you make on social media is an opportunity to convert more customers - it is a chance for someone to react. Those who have had a positive experience at your golf course or in your pro shop, are your best advocates.
Social media also allows you to manage the conversation about your facility. If someone has had a bad experience, you can quickly turn it into a positive by engaging with the customer and offering them an opportunity to help you improve. Your customers can help build your brand better than any promotional campaign.