STATS AND STRATEGIES
YOU NEED TO KNOW
Editor: Stephanie K. De Long
 |
NUMBERS TO GNOSH
Here’s a look at merchandising from the stat side…including the role of color, location, and placement.
1. IMPULSE: “Up to 90% of snap judgments made about products can be based on color alone.”
— Impact of Color in Marketing
2. OFF-CENTER: “If an item is placed at an angle or off-center, the space on either side becomes important. If an object is centered, the empty space loses importance and has less recognition as its own element.”
— www.ncrcrd.iastate.edu
3. TICK TOCK: “According to classic retail research, purchasers spent an average of 11 minutes and 27 seconds in a store; non-purchasers two minutes and 36 seconds. Even non-purchasers went deep into the store and examined an average of 3.42 items.”
— Paco Underhill
|
LIGHTING LINGO
Lighting can be a challenge. Here are some basic requirements and tips for optical locations like yours.
RATIO: “When drawing attention to merchandise, a 5:1 ratio is the minimum. That is, five times the amount of light on the item compared to the surrounding area. Use higher ratios (15:1 or even 30:1) for feature displays.”
— CBMC
LEVELS. “Illuminance levels for merchandising should usually be between 300 lux and 1000 lux, though levels between 3000 to 10000 lux are recommended for windows. High light levels should only be used to illuminate objects of interest, not the entire environment.”
— Lighting Research Center, RPI
MIX: “If you are more edgy than classic, consider track and rope lights. Since fluorescents wash people out, avoid them, especially near try-on. If you’re upscale, chandeliers can set the mood.”
— Retaillightinganddesign.com
|
 |
 |
SILHOUETTE
SOLUTIONS
“Tis the season for showing off the best of the best and featuring products we desire. Create feature areas using special displays and images within your shop to highlight more exclusive product such as luxury eyewear or limited-edition pieces. While your customer may not have come in for this product, it will create intrigue and a potential purchase, while elevating the image of your practice.”
--Kristen McLaughlin, Silhouette Optical |
|
COMING NEXT MONTH
TREND TALK: What’s hot in visual merchandising for 2016 |
 TALK TO US
Send us pix of problem areas, solutions you’re proud of, or questions about merchandising. We’ll be happy to ask the experts to address your challenges. You can reach me on Facebook or email. Just let us know how we can help. |
|
