Recharging the enthusiasm of your gift shop business, one connection at a time...
10 Steps to a Winning Merchandising Plan
for Your Gift Shop in a Poor Economy
Part 1
As a gift shop owner, navigating a poor economy can be challenging. However, by using these tips, you can develop a merchandising plan that will help you succeed even in tough times. Here are some small business retail tips that will help you get started.
1. Know Your Target Audience
It's important to understand your target audience - their needs, preferences, and buying habits. Consider the products that are most likely to appeal to them and how much they're willing to spend. By understanding your customers, you can tailor your product assortment and marketing efforts to better serve their needs.
Who is my typical customer and what are their demographics? (Age; Gender; Marital status; Education level; Income level; Occupation; Employment status; Geographic location)
What are my customer's interests and hobbies?
What problems or challenges do my customers face?
What motivates my customers to make a purchase?
How do my customers typically shop - online or in-store?
What is the average budget of my customers?
What are the trends in my customer's buying habits?
What feedback have my customers given me about my products or services?
2. Analyze Your Sales Data
Reviewing your sales data from the past year can help you identify trends and patterns.
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Sales trends: Identify patterns in sales over time, such as seasonal fluctuations or changes in customer behavior.
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Analyze the demographics of your customers. You may be surprised there are more men purchasing then you realized or perhaps 80% of your customers are over 55.
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Top-selling products: Determine which products are selling the most and why, and ensure you have enough inventory to meet demand.
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Sales channels: Identify which sales channels are generating the most revenue, such as in-store, online, or through third-party platforms.
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Sales metrics: Track key sales metrics, such as gross profit margin, average order value, and customer lifetime value, to monitor the health of your business and identify areas for improvement.
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Inventory turnover: Review inventory turnover rates to determine which products are selling quickly and which ones may need to be discounted or removed from your inventory.
By analyzing this information, you can adjust your inventory levels and product mix to optimize sales.
3. Create a Visual
Merchandising Plan
Visual merchandising is all about presenting your products in a visually appealing way. Plan out how you'll display your products in your store, so they are eye-catching and easy to navigate. Use creative displays that draw attention to your products and entice customers to make a purchase.
What are the key products or collections that I want to feature in my store?
How can I create eye-catching displays that will draw customers in and encourage them to make a purchase?
What is the best way to organize my merchandise to make it easy for customers to navigate and find what they're looking for?
How can I use lighting, signage, and other visual elements to create a cohesive and inviting shopping environment?
What holidays (typical or novelty) would be an interesting display theme?
A challenging economy can provide an opportunity to rediscover the passion behind your business. It's a chance to re-imagine and tap into the heart of what inspired you to start in the first place.
Lisa Copen
4. Use Pricing and Product Mix Strategies
Implement pricing strategies like bundling products or creating special offers to encourage customers to buy. Adjust your product mix to offer a range of price points to accommodate different budgets. This will help you attract more customers and encourage them to make a purchase.
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New Buyer pricing: Set the price of your products low to attract customers and gain market share. Once you have established a strong customer base, you can gradually increase your prices.
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Premium pricing: Set a higher price for your products to convey exclusivity and luxury. This strategy works well for high-end products and services that target affluent customers.
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Bundle pricing: Offer products or services in bundles at a lower price than if they were purchased separately. This strategy can increase sales and encourage customers to buy more items.
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Product line pricing: Set different prices for products within the same product line based on their features and benefits. This strategy can help you capture customers with different needs and budgets.
Psychological pricing: Use pricing tactics such as odd-even pricing (e.g., $9.99 instead of $10) and discount pricing (e.g., $99 instead of $100) to influence customers' perception of value and encourage purchases.
5. Emphasize Value and Quality
In a poor economy, customers are more price-sensitive than ever before. Emphasize the value and quality of your products to justify the price.
Highlight the unique benefits and features of your products that set them apart from competitors.
Focus on creating a superior customer experience through excellent service, product knowledge, and a welcoming atmosphere.
Use customer reviews and testimonials to build trust and show the quality of your products.
Offer complimentary gift-wrapping services or bundle complementary products together to create a ready-to-gift package that appeals to busy customers. If an item is ready-to-gift emphasize this too.
Implement a loyalty program to reward frequent customers and encourage repeat business.
Provide financing options for high-ticket items to make them more accessible to customers on a budget.
Offer a price match guarantee to alleviate concerns about finding a better deal elsewhere.
Use social media and email marketing to keep customers informed about promotions and new products, and highlight the value they offer.
Highlight the unique and personal touch of your products, especially those that are handmade. Share the story behind their creation and the person or community who made them with signage and photos.
With years of experience from gift shop management and merchandising to her own jewelry business as a retailer and wholesale vendor, Lisa Copen understands what it takes to succeed in the retail industry. She founded Gift Shop Owners Connection to share her knowledge and support fellow boutique owners in their business endeavors.
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