Retailing and Merchandising in Textiles and Appare

Suggestions

Retailing and Merchandising in Textiles and Appare 3(2+1)

Lesson 22 : Sales Promotion Techniques (contd…)

Consider These suggestions for Positioning ones own Departments

1. High margin/High Sales: If you have a winner, it can afford the "high rent" district in your store. Put it in your best selling spaces. These are your "hot zones".
2. Demand Merchandise: Customers make a point of coming to your store to get this merchandise, and they will hunt for it. Put it in less valuable spaces and make them walk by your more impulse-related items.
3. Impulse Items: These are the unplanned purchases customers make on a shopping trip.
   Items with high impulse success get great locations in the store. The cash desk area is a prime location for these products.
4. Related Merchandise: Even though it may be in separate departments, place products near each other if they are coordinating or complementary items. This will make them more visible to the customer and make shopping easier. Cross-merchandising works.
5. Seasonal Stock: Some stores designate an area of the floor for merchandise that is on hand for only a short time. This creates an efficient changeover of that area when a new season arrives. In most stores, seasonal stock requires high visibility.
6. Department size: In order to help customers find them, smaller departments typically get better positions in the store than larger departments. Placing a small department in a poor visibility area is like putting the "kiss of death" 'on that department.
7. New Departments: If you're testing a new department or line of merchandise, give it the best chance possible to succeed by placing it in a prime selling area. Keep in mind, though, that within a short period of time it will need to earn the right to maintain a position in your "hot zones".