Fill it up!
by Melissa Lanouette
(Massachusetts)
One of the most important things that I learned in my career in retail is that displays need to be full. You will sell more if it seems you have a lot of a certain item, and if your display looks full. One of the ways to accomplish this is to use filler product. If you don't have enough of a certain item that you wish to display to properly fill your showing area, then include another similar or related product to fill the holes. Even if the other items do not sell as well, or if you do not particularly want to display them, by filling up the area, you will drive sales.
This is particularly important if you display your wares on a wall. Although you don't want to over-stuff it to the point that a customer can’t comfortably browse without knocking stuff over, having holes in a wall display makes you look like a lazy merchandiser, and as though you don't have enough product to fill the wall. If you have been selling briskly and you actually do not have enough products to cover the wall, then try and get rid of an entire row or column of inventory by rearranging, so that your display simply looks smaller, not sparse.
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