Tuesday, January 31, 2017

Tip # 219: From the Archives: Use Mass Displays

Retailers have been using mass displays as a successful visual merchandising technique for many years. According to Chron.com, “mass displays group a large quantity of merchandise together in one place to attract attention to it.” You may see this technique used in grocery stores and in other retail settings today, because it attracts attention and can be used to create a sense of urgency. If you’ve been in the business for any length of time, creating a sense of urgency is important considering many shoppers will wait until the last-minute to purchase gifts for their loved ones.

In 1960, RCI published an article written by Harry P. Cole, a sales associate for Paper Goods Company, featuring the surprising results this merchandising technique had on one of his retail clients.

Use Mass Displays

In making displays of your candy, both in the store and in your show windows, try using mass displays. Last February, one of our good roadside customers was unfortunate enough to have to go to the hospital and he was out for about five weeks starting January 15. The manager of this particular store, quite a smart, bright young lady, always wanted to make big displays of Valentine’s Day hearts. This was her opportunity. Instead of having hearts distributed all over the store in various places singly, she had large groups of them on tables. Each type was packed one on top of another with the top heart opened on a display stand to show the contents, prices and weight. Her boss was an old timer and when he came back shortly after Valentine’s Day and learned of the type of displays that were made, he started to raise the devil, but when he saw the figures he sang a different tune. The Valentine’s Day sales in that store were 20 percent over the previous year and the average in the area was only about a five percent increase.

Since making their debut shortly after Christmas, your Valentine’s Day displays may have seen shoppers come and go for a little over a month. Consider making some space for a fresh, new, attention-grabbing display, grouping your inventory of beautiful heart-shaped boxes near the front of the store or near the register. Keep in mind, the location of a mass display is important. This merchandising technique will be much more successful in a highly visible area of your retail space. If your space or inventory doesn’t allow for a mass display this Valentine’s Day, it’s not too late to incorporate one into your Easter and Mother's Day. Here's wishing you a successful Valentine's Day! 

Learn more about how to build your sweet business and help us celebrate our 100th anniversary at RCI's Annual Convention & Industry Expo in Chicagoland, Illinois June 12-16, 2017. Click here if you would like us to send you an email notification when registration opens. Not a member? Learn what makes membership with RCI so sweet!

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