"How can money be the root of all evil, when shopping is the cure for all sadness..." Elizabeth Taylor
Effective merchandising demands the most effective use of available retail space, ultimately seeking to capture the impulse of the customer to buy more and to buy better. An understanding of customer behaviour in the shop, often learned through trial + error and observation can be used as a positive sales tool.
It is telling that large retailers employ policies of shop layout, based upon research and understanding of consumers' purchasing patterns.
An initial consideration is a basic building floor plan, and every shop through it's physical layout will have areas which draw higher traffic, as well as areas of the shop which may not be explored so much for reasons such as congestion (perceived or real) or simply being at a distance from the point of entry.
Let's look at window displays, hot spots and standing out from the crowd.
Creating a dominant window display with significant impact from a distance should be the aim of every retailer. It is important not to over-complicate your layout. Make sure there is one strong simple message coming through. Change your window displays regularly throughout your festive campaign to keep it updated and looking inviting.
Careful selection of product for hot spots will ensure the highest number of customers are passing your your most important product lines. Products in these locations need to be clearly ticketing and rotated to ensure they remain full and renewed throughout the festive promotion.