An Easy Guide to In f luent ia l Merchandis ing

For Increased Sa le s

05 Staging Store Displays

Table o f ContentsT H E

07 Capture Your Shopper's Attention

09 Merchandise Trending Fashion

10 Sell Accessories Faster

11 Brand Your Photos

13 Enhance Your Social Media Photos

Table o f ContentsT H E

14 Genuine Customer Service

15 The Sale After the Sale

www.paulettebakerconsulting.com

Paulette Baker Consulting Services, LLC

Creator of Money Maker Consignment Services

In f luent ia l Merchandis ing For

Increased Sa le

Someone once said seeing is believing.  This is true.  In order for shoppers to make purchases from your store, you must show them what they are missing.  When you show off your items by merchandising influentially, this increases your profitably.  Influential merchandising is a technique that can be learned and you get better with it the more you do it.

When creating displays in and around your store be sure your shelf or wall unit where you’re creating the display is eyelevel.  When shoppers look to the left or right wall in your areas of display, their eyes should be met with trending merchandise displayed to influence a sale.  If you’re hanging displays on a wall with shelf support, you can use props from in and around your store to help make it influential.  (candles, books, decorative home decor boxes, etc.)

You can create displays that are above eye level.  Not more than 12-18 inches higher than eye level.  Of course, there are a few exceptions.  For instance, since dresses are longer they are hung higher thereby making the display above it higher than eye level.  

Page 5Chapter One

Stag ing S toreDisp lays

Whether your displays are eye level or a little higher, use creative heights and levels within the display.  Displays that are below eye level on shelving can be rotated from time to time for more accessibility.  Clothing displays should never be the same height across the top.  Create high’s, low’s and/or three dimensions within your clothing display.  When you do this, it forces the eye to go up and down thereby causing the shopper to capture each item in your entire display.  When displays are one height across the top, the eye is not forced to move up and down thereby causing the shoppers to miss the majority of items on display.  

Full Body Independent Displays:  When using a full body self standing mannequin the key is to fully dress him/her with a complete outfit including full accessories as well.  It’s okay to over do it just a little, i.e., a statement piece of jewelry or a bold scarf and/or belt.  Try to keep your outfit within the same size if you’re using multiple pieces.  Some times people will want the whole outfit.  

Be sure to place your mannequin where it can be fully viewed from head to toe.  Try not to place mannequins in your Decompression Zone unless you’re using it as a speed bump to stop or slow the shopper down.  

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There are different ways to grab your shopper’s attention in around your store.  One strategy that merchandisers useare speed bumps.  Speed bumps are displays strategically placed in and around your store to intentionally slow shoppers down. You can safely place speed bumps aroundyour store to stop or slow your shoppers down a bit. Depending on your store's layout determines where to place speed bumps.  

I recommend doing a study for about one-two months to watch the pattern of your shoppers.  If you have video you can play back and pay attention to the shopping patterns your shoppers use.  What are they just breezing by or missing?  What stops them in your store?  What direction do they go once they get to a certain area?  Once you determine your dead or cold spots you can come up with safe creative speed bumps to slow your shoppers down to see and experience select products in your store.  

Page 7Chapter 02

Capture Your Shoppers At tent ion

Pay attention to your hot spots as well.  Hot spots are areas that customers are drawn to.  If you have a hot spot in your store be sure to merchandise it well with your best products, not what your trying to get rid of.  

Here are a few attention getters you should try:

Start your display out with a bold color or sparkling item (the star of the display) and then build around it.  You could use themes of color or  scenery, your choice.  Don’t be afraid to mix textiles and fabrics.  For example leather and suede jackets mixed with year around lightweight apparel are good attention getters.  You can also tastefully mix prints and other patterns together.  Be sure your prints and patterns are working together with each other.  Place a framed or professional sign and tell a story about your product and why the shopper should purchase (resolve an issue).  

This is a BIG tip to help you become an expert in creating influential merchandising and it’s simple: Purchase fashion magazines and study the styles and trends featured.  

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Be absolutely sure you are selling and merchandising trending fashions that shoppers want to buy.  Sometimes resale or consignment stores can get in a rut in this area because your merchandise is made up of what your consignors bring you. Don't be afraid to up the Ante and ask for what's trending.  Don't allow the consignor to dictate what style your store will offer.  If it's not trending or it's dated, your customers won't touch it.  Even when it's on a Special Sale Rack.  

Stand your ground and be honest with your consignors. If they are bringing you merchandise that is no longer trending, write out a pleasant "no thank you script". You and your staff could practice how to be polite, but firm ways to say no to consignors who bring in dated merchandise. After all, they once had and may still have a vested value attached.

Page 9Chapter 03

Merchandise Trending Fash ions

Accessories are the easiest of all to sell, especially when merchandised or displayed influentially.  There are 100’s of way to display jewelry, handbags and other accessories.  Below are just a few examples of how you can display jewelry, handbags and scarves to sell faster in your store.

For handbags, be sure to stuff them so that they sit or stand up straight.  You can use pool sticks, recycled paper, empty water bottles.  Be careful with newspaper, the ink can rub off onto the inside of the purse.  

Here are two Wholesale Distributors that you can check out:

www.wonatrading.com www.goldenstella.com 

Page 10Chapter 04

Se l l Acces sor ie sFas ter

Always sign or mark your social media pictures with your store’s logo and/or text type.  There are several phone appsyou can use to create this effect with pictures taken with your Smart Phone.  

Two apps I like and are easy to use are Phonto and PicsArt. You can download these apps on your Smart Phone by going to your Play Store, type in the search and download.  Once you have downloaded the app, open the app first then pull up the picture you would like to write over and follow the prompts.  Don’t be afraid to experiment with the app on your phone—this is how you learn.  

Page 11Chapter 05

Brand Your Photos

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When posting pictures to social media for sale, be sure to include in your post information about the item:  label, size, cost, and/or where it can be purchased.  If it is your website, give your full URL address, i.e., (www.yourstoreswebsite.com). In some social media platforms, the shopper will be able to click directly to your website when you use your full URL in the post.  If it’s available in your store, be sure to include store address hours, phone and location.  In addition you will want to always include your business website and physical store location any way, but always be sure to let the shopper know where the item (or similar items) can be purchased.  To save time you can create a template on your Smart phone that you can copy and paste to your online post.  To do so, click on your Memo app on your Smartphone.  Click the + and add your store’s information and save.  Be sure to name your file “My Store’s Address” so you will recognize it for the next use.  

When taking pictures with your Smartphone, always fill your camera’s photo picture screen with the merchandise and don’t leave any space around the item.  These close up pictures has the best visual effect for social media posting, so don’t be afraid to take a close up picture.  If there is a highlighted portion of the item you want to show off, you can do so without capturing the entire merchandise like in the pictures above.  

There are many things you already have in and around your store you can use as props to enhance your pictures on social media posts.  Here is a list:

Your Business Card, Your Laptop Computer, Your Front entrance to your business, Tissue Paper, Ribbon, Your payout sheet, Your consignor contract, Your Stack of hangers, Your Processing Room, Your How to Brochure, Your ink pens or anything that has your store's info.

I could go on and on.  For example, you could take a picture of merchandise in your store and place your business card within the merchandise (so that it is seen).  

Page 13Chapter 06

Enhance YourPhotos

Page 14Chapter 07

Most shoppers appreciate and feel when your service is genuine. Customer service is ALL about the customer and the company.  Can your company give the customer what they want, above satisfactory, in quality, taste and style. Whether giving it to them in a paper bag or a silver platter, knowing what they prefer and what makes them happy can make a huge profitable difference in your Resale Company.

Some customers require more service and attention then others, but listening is key.  After you’ve listened to your customers, then provide them a resolution with your costs attached that can help resolve an issue or circumstance in their life.  Within your company’s scope of work of course.

Want to better your customer service? LISTEN. Then meet the need.

Genuine Cus tomerServ ice

Closing out the sale is just as important as making the sale. When finishing things up with your shopper, be sure to smile, use your personality to make a friend, capture the email contact (ask for it) and wrap the package with love (i.e. tissue paper, cute bags, biz or thank you card).  For an extra special touch, include a free gift or your own personal niche.  Then expect to do business with or see your customer again in the near future.

Page 15Chapter 08

The  Sa le Af t er theSa le .

Created by Paulette Baker - (912) 264-0196 Business Consultant and Resale Coach For Similar Products and services to help grow your Resale Company visit our website at www.paulettebakerconsulting.com

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