Founded in 1971 by Bob Warhurst and Buddy Williams, Merrifield Garden Center began its humble beginnings as a roadside store with about an acre of plants and has grown its business into three large well-known locations in northern Virginia. Today, Merrifield Garden Center is one of the largest nursery and landscaping companies in the region.

Whitney Sproul and Karen Velehoski, designers for Merrifield Garden Center, shared how the gift shop combines the love of the outdoors with the desire to bring nature into gifts, home decor, tabletop and other product categories. Merchandising incorporates natural products into gift and home décor displays that help to make them really visually appealing.

SOURCE FOR ITEMS THAT CELEBRATE THE OUTDOORS

“At Merrifield Garden Center, product quality and selection drive everything we do when it comes to merchandising. Our buyers travel the country to find the highest quality plants, gardening supplies and home décor items,” Sproul and Velehoski shared.

The curated mix of home décor products are selected to complement the plant materials offered at the garden center. Sproul and Velehoski noted that merchandise could include scented candles, hand soaps, lotions, printed pillows and even artwork that celebrates “the flowers and leaf textures” offered in Merrifield’s greenhouse and garden center. “Our home décor and gift items celebrate the beauty of the outdoors and offer you an opportunity to bring it indoors.”

At Merrifield Garden Center, the gift shop carries a wide range of products, including: candles, diffusers, pillows, throws, containers, baskets, decorative accents, statuary, lighting and accent furniture, bath and body products, jewelry and much more.

The Merrifield team purchases from a variety of vendors and local artisans. “The result is a carefully curated collection of items. We also have many different age levels and personality types on our buying team, ensuring that the end collection is representative of our full customer base and not just one segment,” they said.

FIND INSPIRATION EVERYWHERE

When asked where the team finds inspiration for displays, the duo said “all around us!” Both emphasized that local boutiques and antique stores are also a good source of inspiration for creative displays, as are items such as fabric, clothing, someone’s front porch or even estate sales. Sproul shared that the internal team of carpenters, painters and welders help build any sets used in the gift shop, and sometimes will build furniture to “complete the look.”

“As creatives, our team is always open to inspiration and is often found jotting down an idea on a piece of scratch paper or the back of a receipt. We also go to market four times a year to buy product for the store. It’s often inspiring to see how the vendors design their showrooms to showcase the product,” Sproul emphasized.

REFRESH DAILY

Sproul said each display morphs as it is shopped. “Our team brings in new product daily to fill voids until we’re ready to do a full overhaul,” she said. This means that displays are turned over every few weeks and twice a year the gift shop will conduct a complete store overhaul.

“Each fall we transform into a Christmas shop, starting in September. Then, after the holiday season, we refresh the store for the next spring,” Velehoski noted.

CONSIDER FOOTPRINT

Each of its three locations has a different footprint that is a set space. The footprint of each location dictates the formula the staff uses to cross-merchandise garden, outdoor, home décor and gift items.

“We always begin by designing a floor plan, then we do the build out, such as cabinetry and lighting, and then bring in the large pieces. Next, we layer in the merchandise starting with the biggest items and working down to the smallest accessories. Our process is very organic and each display takes its own path, sometimes a departure from the plan depending on how the product looks upon arrival,” the duo explained.

Velehoski and Sproul shared ideas on how other shops can create outstanding displays: “Borrow from other departments to bring in organic elements with your merchandise.

Layer in plants, gardening tools and apparel, pots and even soil or mulch. The organic, natural textures will give you depth and draw the customer’s eye in to look even closer,” they said.

The key point the duo emphasized was to “think of your displays as spaces and design them to be meandered throughout, like a garden path. Take your customers on a journey, purposefully designed to inspire them.”

The post Influenced by Nature appeared first on Gift Shop Magazine.

Create a Retreat

Outdoor living spaces are ideal for relaxation and retailers can highlight items such as small fountains and outdoor art in a way that creates a welcoming and calming environment. Place a bench near a small fountain with an outdoor art piece and some flowers or plants in a patio-like setting to provide inspiration for an ideal retreat. This technique works well for Wasson Nursery’s displays.

Bring the Outdoor Vibe Inside

Down Town Home & Garden has a knack for bringing the outdoors inside when creating displays inside its gift shop. This image shows how a variety of goods are displayed in a clean, simple format, yet all the patterns and colors reflect nature. Gift shops can utilize the same principles to create a similar eye-catching display that will help cross-sell merchandise.  

Merrifield Garden Center “borrows” from other departments to bring in organic elements to complement its merchandise, and layers plants and garden tools and natural textures to draw a customer’s eye. It considers “displays as spaces and design them to be meandered throughout, like a garden path,” and it takes customers on an inspirational journey designed to inspire.

Organic Approach

Maura Godat, creative team director, Studio M told Lawn & Garden Retailer, a sister publication: “We spoke with many retailers at the Atlanta Market who were very excited to find a burst of color and uniqueness in items like Art Poles and Floor Flair. These are categories shoppers aren’t seeing everywhere else, so our retailers love bringing them in to be able to offer something fresh.”

At Merrifield Garden Center shared that it always considers its floor plan when creating displays. “…Then we do the build out, such as cabinetry and lighting, and then bring in the large pieces. Next, we layer in the merchandise starting with the biggest items and working down to the smallest accessories. Our process is very organic and each display takes its own path, sometimes a departure from the plan depending on how the product looks upon arrival,” Whitney Sproul and Karen Velehoski, designers, explained.

Outdoor Living

Another terrific merchandising technique is the complete outdoor living package. Many independent retailers now carry a variety of casual furniture, garden benches, bistro sets and home décor items. Displays in gift shops can provide inspiration to shoppers by incorporating furniture, pottery, flora and fauna and home décor as well. Wallace’s Garden Center in Bettendorf, Iowa has been extremely successful with this concept.

The post Natural Inspiration appeared first on Gift Shop Magazine.

Merchandising is a key component in generating sales — especially during the holiday shopping season! I had the opportunity to ask Michelle Sherrier from MC Design Collaboration some questions to see what retailers can do to maximize the success of holiday displays and her insight is as wonderful as the holiday season itself!

If you could define three impactful display props to highlight holiday items, what would they be?

Michelle Sherrier: Three impactful displays that are always on my wish list (space and budget permitting) are:

A MANTLE. Big or small, decked out with garland, this easy and impactful display instantly makes the space feel like the holidays. The best part. It doesn’t have to be expensive. You can actually make one relatively inexpensively. Place actual fire wood in the opening for a more authentic look and you are set for the holidays.

SOMETHING VINTAGE. Old sleds, sleighs and skis that tell a story of a winter break or snow days. Vintage ornament boxes that you can show new ornaments in, old Go Big Christmas cards as frame fillers give that holiday look to your everyday frames.

LIT GARLAND AND TREES. While it may seem obvious, these simple and effective items can literally change your store into a wonderland. Garland adds light and texture to the top of any bookshelf, fixture or mirror. Framing your window or doorways with it creates major focal points. Used as either a “fixture” to show ornaments that are for sale or just shown alone with lights, garland is a MUST for me.

Trees are the magical ingredient to a holiday set up. When paired with the perfect concept, it’s pure magic! For the store Rock Paradise, I didn’t feel like a traditional tree was appropriate, so we found a driftwood Christmas tree. At 6 feet tall, the tree showed off the geode ornaments perfectly and felt more authentic to who they are as retailers. I prefer trees that are pre-lit and have a more natural look to them. The better the quality, the longer they are going to last.

Why is an oversized prop important and what are some examples of big scale pieces that can work for every season?

MS: Oversized décor — I am all about it! It adds height, whimsy and has a huge impact on the space and customer experience. While the oversized décor is an investment, I find that if it is a piece that can be reinvented season after season, the investment is worth it. I will use the ferris wheel from 180 degrees as an example. Standing at about 5 1/2 feet tall, this is the epitome of oversized décor! We have filled it with roses and placed a champagne sign on it for a French bath line display. We have filled it with lit greens, rose gold picks and gold dipped hydrangeas for an over the top holiday window. It has had red, white and blue bunting draped around it for the Fourth of July. Each season it gets a facelift and every season it brings joy to the customers to see how it’s been transformed. Holiday décor doesn’t have to be Santas and snowmen.

How do you treat color when designing a holiday specific display?

MS: I find that when you work with a specific color palette or concept that it keeps things more cohesive. I usually start at the show level deciding what direction we are going in for our home concepts and tie it in. When I was tasked with creating Bristol Farms holiday décor, I used the theory “the food is the star.” The décor, when done at this level, is all about creating a customer experience and not taking away from creating the perfect holiday meal. The final product was a lit garland with gingerbread men and wooden spoons tied together with a wide wired red ribbon. Subtle and effective with just a single color story.

What merchandising strategies can help increase revenue during any holiday season?

MS: The last 2 years of holiday setups have been an interesting experiment. Last year, so much of what we ordered did not come in due to supply chain issues, holiday concepts that we had planned around were suddenly out the window.

What it did do was force us to look at our everyday merchandise and make it feel like the holidays. Wide red ribbon around the cover of books, attaching last year’s ornaments with holiday ribbon to boxed candles, holiday ribbon and a sprig of faux green around a jelly cat dog or cat created a holiday feeling.

We did things like decorate an entire tree with Muse bath bombs, bright scrubbies and back scrubbers as well as an entire tree filled with Snoozies slippers. What this did was eye opening…the sell through of actual holiday merchandise was incredible, but the sell through of everyday product was 3x over the non- COVID years. We had very little to put on sale and once the holidays were over, we just took the holiday touches off the product and merchandised it right back into our everyday inventory.

What merchandising techniques work best for the holidays?

MS: I am all about cross merchandising. While the departmental merchandising style works, I find it less interesting. Cross merchandising creates a lifestyle feel as well as add on sales. Candles with candle holders or matches, holiday dish towels, Christmas cookie cutters and cookie mixes etc. The customer leaves with multiple items rather than that one “departmental item.” I am all about creating a customer experience that invites curiosity and creates an opportunity for larger sales.

Can you talk about some of your favorite non-traditional holiday displays, and why they are so effective?

MS: Hands down my favorite non-traditional holiday displays are Glitterville. Turquoise; (Glitterville’s) holiday décor is anything but traditional. With unicorns, pink cows, flamingos and baking bears, this line feels vintage yet fresh and whimsical! I think that traditional red, white and green are beautiful but I think that bright, whimsical and fun are what we need right now.

The post Go Big appeared first on Gift Shop Magazine.

Entice Consumers 

Consumers seek beautiful accent pieces that can be used to serve the meals and snacks that they so lovingly prepared, as well as pieces that can double as home décor items. This consumer habit opens the door for showcasing tablescapes in-store that are both eye-catching and eye-opening, by highlighting how giftable accessories can add a special, personal touch and provide add-on sales for the retailer. 

“Any hostess loves a beautiful table, but not everyone knows just what to buy to create one,” said Deborah Shearer, founder Table + Dine, “Set inspirational tables in store. All the customer needs to decide is how many of each item she needs. Remember to include add-on items such as place cards, flower vessels and even coordinating cocktail napkins to help her see the full vision of the table. And, always add in an element of surprise, with maybe a small gift wrapped with pretty paper at each place setting and have that gift close by your table display for customers to purchase.” 

Lauren Brekke, vice president of merchandise for Mud Pie echoed this sentiment and said that home accessories can be just the thing to elevate a table, bringing new interest to a standard tablescape. 

“When spicing up standard tabletop offerings, I like to keep a few key elements in mind — height, texture and pattern,” Brekke said. “Utilizing candlesticks or colorful glass vases with pampas grass, will draw the eye to the products merchandised both high and low. When working with simple dinnerware, draw customers in by utilizing striking linens to make the tablescape pop. Opt for texture with woven placemats and cloth napkins and add velvet or beaded napkin rings for a layer of interest.” 

In addition to adding in accessories, Heather David, chief operating officer, Le Cadeaux, said to think about merchandising and accessorizing tableware with gift sets. 

When selecting the dinnerware, it’s always a good idea to go with new stock, however, you needn’t be too selective on the pieces you use. Textured plates and bowls are very on trend with customers but plain dinnerware that allows customers to play with patterns for a mix-and-match effect are also grabbing attention. 

“Always tap into your creative voice when it comes to setting your table,” said Lisa Knierim, chief development officer, Creative Tops, Inc., U.S. distributor of Porland, a Poland-based manufacturer of stoneware dinnerware. “If you find a piece that speaks to you, center an entire table around it. You can never go wrong with filling a table or place setting with white pieces too.” 

And don’t forget about glassware. With so many interesting shapes, designs and colors available today, mixing and matching just the right pieces can elevate a table and encourage customers to think outside the box on just what they need at home. 

“Colorful glassware adds a simple accent,” said Stefanie Russo, program director, Fortessa Tableware Solutions. “Whether you want to make a grand statement or a subtle nod to the season, colorful touches do all that and more.” 

Incorporate deep jewel tones or shades of blue, which she said bring a touch of the outdoors in to create a calming, soothing vibe that so many consumers crave amid hectic schedules.

Think Beyond the Table

Here is a smart tip: Let customers know what’s new or on trend for an upcoming holiday or season by hosting in-store workshops. 

“Everyone loves an evening out of the house and time to themselves,” said Shearer. “Recruit and collaborate with a local florist for a floral arranging workshop or host a table setting workshop with the help of your vendors. Local sales teams are usually happy to attend and almost all will support with product for the event and/or a giveaway. Serve wine and light appetizers and like any good hostess, don’t forget a small gift for each guest to say, ‘thank you for coming.’” 

The post On the Table appeared first on Gift Shop Magazine.

Known for their gift wrapping, the Tesoro stores use chic papers and festive bows to ensure their customers have the best-dressed gifts at the party. “We’re obsessed with presentation. That’s why no one wraps like we do. We believe a beautifully wrapped present communicates thought and effort. Wrapping is our art so the details are very important,” Riceberg says.

Riceberg’s introduction to the design and entertaining world came through Tesoro, her family’s home design store. “My mother taught me that you should fill your home with necessary luxuries – objects designed to enhance your life quality. I’ve inherited her preference to live with less as long as it’s the best. I believe you should treasure your life by filling it with valuable pieces and memories.” Tesoro means treasure in Spanish and Italian and her stores are a true treasure trove of inspiration.

Gift Shop® Plus caught up with Riceberg to learn more about her unique stores and the art of gift wrapping.

You’re known for your grab-n-go pre-wrapped gifts. How did that tradition start? Are these gifts available only at the holidays or do you offer these year-round

Tara Riceberg: I was working in my mom’s store in the late 90s. A customer purchased a large platter that I had to gift wrap. She asked how long it would take. I replied, “around 15 minutes.” “What do you mean 15 minutes? I don’t have that long to wait.” “I’m sorry. First, I have to build the box for your 30” platter. Then I need to overwrap the box. I’m putting all my energy into working on your gift. But it physically will take me 15 minutes to wrap it.” When she left, I turned to mom and said, “if I ever have my own store, I’m pre-wrapping everything so no one will bark at me.”

I now have the world’s only, entirely all pre-wrapped gift store. My store is pre wrapped for grab-n-go convenience year round.

Does each store have a distinctive clientele, and if so, how does the décor reflect the location?

TR: Each shop has its own vibe and personality. In terms most people can understand, my LA location is my MoMA and Beverly Hills is my Bergdorf’s. My LA store has evolved over the years and has a vibe and décor that reflects a space that’s been lived in for over a decade. My Beverly Hills shop feels set decorated like a cover of Architectural Digest. It definitely was styled to appeal to a high net worth customer.

With your background as an interior designer, could you share some advice for new retailers about creating high-end impact in a small space?

TR: I’m a home stylist. From all my years of working in a home décor store, I was able to apply those skills to tweaking clients’ homes. Lighting is key to bringing a space to life. Always spend on lighting. Also, choose white and light colors as your backdrop. I prefer to curate in neutral colors and mixed metals for Beverly Hills. My LA store is vibrant and all the colors of the rainbow.

You have explained that you unpack new merchandise and immediately gift wrap it, overwrapping with cellophane to easily clean those gifts on the shelves. Have you always done that? That seems especially pertinent in these days of COVID. Are there any other necessary steps you’ve developed?

TR: Cellophane also makes it easier to wrap gifts. It prevents the paper from tearing and you can’t see the tape on the plastic. Since tape sticks and re-sticks on cellophane, you make fewer mistakes aligning paper on a gift. Another bonus is that the paper can be reused. You don’t tear the cellophane when you unwrap. You simply un-tape the gift paper.

Tell us about this year’s choice of gift wrap…

TR: I always use the same rainbow colored paper for the kids’ gifts but I’ll add ribbons and embellishments like glitter balls and metallic twists. For the adults, I stay with my core wrap colors of gold, black, and white. I’ll add snowflakes, pinecones, and pompoms with metallic details.

Do you offer gift wrapping for online orders?

TR: As my shop is already pre-wrapped, all online orders ship wrapped. If a  customer specifies that wrap isn’t necessary, then we won’t add a bow.

But as Riceberg states often, “there is always time for a bow!”

The post Put a Bow on It! appeared first on Gift Shop Magazine.

Meet seven ingenious shopkeepers who have transformed their spaces to make their entrances pop. Not only is it good for their businesses, it does wonders for their community’s shopping reputation.

All Good Things Gifts

Wesley Chapel, Florida | Nickole Davis, owner

“My modern gift shop is inside a 40-foot shipping container. In January 2020 it was cut open for doors and floor to ceiling windows. It is now in its final stages with beautiful Instagramable artwork on the outside done by a local artist. My gift shop, All Good Things Gifts, is set to open in November of 2021.”

Before

After

All She Wrote Notes

Gibsonville, North Carolina | Maghon Taylor, owner

“I bought this 50-plus year old doctor’s office in August of 2020 and am working alongside my dad to make it the future home of my business, All She Wrote Notes. We are set to finish in October 2021.”

Before

After

Carmen’s on Carolina

Orangeburg, South Carolina | Carmen Brunson, owner

“We purchased this house in downtown Orangeburg, South Carolina in March 2021. We gave this little house some much needed tender loving care. We were able to open the doors May 5, 2021. My husband and I are DIYers, so most of the work was done by us. We did hire a contractor to put in the walkway. We are currently finishing up the kitchen renovation to make it a shoppable area. We are very excited to offer unique gifts to our local area.”

Before

After

C.R. Goodfinds

Lake Geneva, Wisconsin | Tom Konopacki, owner

“When we took over the space, the store had a big striped awning and painted red columns. We discovered that 1/3 of the store windows were covered by plywood under the awning. When we removed the plywood, we discovered the original facade with a limestone header. We removed all the wood, sandblasted the columns and brought the storefront back to the way it was in 1903. We added a metal louvered awning above the header which gives us shade in the summer, but allows the sun to come through in the winter.”

Before

After

Dot’s Gift Boutique

Jamestown, New York | Julie Wootten, owner

“Our storefront was previously a convenience store and the building sat empty for many years prior to us purchasing it. We did a complete demo inside and outside. Our goal was to bring back some of the charm that had been present in downtown buildings/businesses when Jamestown was known for its downtown shopping. Our makeover was completed in October 2019 and we celebrated our grand opening on November 9, 2019.”

Before

After

Harmony Brookside Gift Shop & Gallery

Brookside, New Jersey | Sally Harris, owner

“We just updated our storefront in August 2021 after being at our location for 3 years. It’s a charming, historic area and we’re right next door to an old-fashioned post office, however, our storefront was a bit lacking. We needed to keep any upgrade within a fairly limited budget and in line with what our landlord was comfortable with, so we designed a facade which is supported via a bolt anchored into concrete in the planters, and used clear cedar for the uprights and horizontal slats. We also painted the inside backdrop a dark grey which made the new “Gifts and Gallery’ window lettering really pop. It’s definitely made the store more noticeable and fits our in-store vibe much better. Our customers love it and so do we!”

Before

After

Now & Then Boutique

Milbank, South Dakota | Carolyn Giessinger, owner

“Our store was an old bakery and the original windows and doors were from the early 1900’s. There were windows also on the inside of the building to form a case-like window to showcase bakery goods. It felt like it took square footage out of the store because I was limited on what I could put in there. Needless to say that the heating bill reflected the single pane windows of that era! Our goal was to design a window display that would be efficient, eye appealing, handicap accessible and stand out on Main Street. We took the windows out of the store inside also and kept it wide open – this way I can use it to display items on both sides of the window – creating more square footage! Everyone loves the new look! Love the electric bill also – we cut our heating/cooling bill by two thirds!

Before

After

The post Storefront Makeovers appeared first on Gift Shop Magazine.

“Discerning gourmet and housewares buyers are eagerly anticipating the Winter 2022 Markets in Atlanta and Las Vegas,” said Dorothy Belshaw, executive vice president, chief customer and marketing officer for IMC. “For this category, it’s not about getting it first, but sourcing depth and breadth of quality resources that provide the best return on their market investment.”

Resources

Atlanta Market and Las Vegas Market’s strong gourmet, housewares and tabletop offerings – bolstered by a breadth of complementary gift and home décor product – provide unrivaled opportunities for cross-category sourcing, shopping and new revenue stream exploration.

Gourmet

The comprehensive gourmet resources run the gamut of top housewares and tabletop brands and specialty food purveyors. Buyers will find must-have lines in brand showrooms, sales agencies and temporary exhibits. Top specialty tabletop lines include:

• Boston International
• Casafina
• Fortessa
• Juliska
• Paper Products Design
• Rewined Candles
• Riedel
• TAG
• The Fiesta Tableware Company,
• Vietri
• And more

Housewares

In housewares, leading cookware, cutlery, tools, gadgets and coffee brands include:

• All-Clad
• Demeyere
• Hestan
• Harold Import Company
• Jura
• Le Creuset
• Lekue
• Lifetime Brands
• Messermeister
• Meyer
• OXO
• Scanpan
• Shun
• SMEG
• Staub
• The Cookware Company
• USAPan
• Vitamix
• Zwilling JA Henckels
• And more

Specialty, Packaged, Shelf-Stable Foods

In specialty, packaged and shelf-stable foods, notable brands are:

• Beautiful Briny Sea
• Hammonds Candy,
• Salt Sisters
• Savannah Bee Company
• Stonewall Kitchen
• The French Farm
• Vain Foods

Permanent Showrooms & Temporary Exhibitors

Permanent showrooms and temporary exhibitors in both Atlanta and Las Vegas showcase tabletop and entertaining, flatware, fine china, crystal, gourmet foods, cooking gadgets, small appliances, cookware, gourmet accessories, bar accessories, grilling tools, table linens, food storage, paper products, coolers, tailgate products, cookbooks, cleaning tools and more.

“With the largest gift offerings in the country in Atlanta and the only opportunity to source gift, home décor and furniture together in Las Vegas, IMC’s markets offer unmatched exploration opportunities,” added Belshaw. “Our January markets are well-timed for retailers coming off a busy holiday season to re-order best-sellers and to discover innovative new resources.”

Gourmet and Business Programming

IMC presents a series of educational opportunities and gourmet industry networking at Atlanta Market and Las Vegas Market.

Cooking demonstrations bring food trends to life. The heart of the Atlanta Market gourmet and housewares collection – the state-of-the-art Atlanta Market Demonstration Kitchen – will be bustling this market with four days of live cooking demonstrations. In Las Vegas, three days of cooking demonstrations will take place in a new location among the temporary exhibits in the EXPO. Additionally, both markets will host a series of in-person business and trend education throughout the market weeks.

Atlanta Market | Jan. 11-18, 2022

At Atlanta Market, some 475+ gourmet, housewares and tabletop lines will be presented in showrooms on two dedicated floors of Building 2 with an additional 100+ gourmet, housewares and tabletop lines presented in five temporary exhibit categories: Gourmet, Gourmet LUXE, Housewares, Tabletop & Entertaining and Tabletop LUXE.

Atlanta Market, a gift, décor and lifestyle market, kicks off IMC’s 2022 trade show season on the east coast Jan. 11-18, 2022 at AmericasMart Atlanta. Housing a large gift product mix complemented by a broad selection of home décor, it features more than 8,000 brands across all categories. January Market registration is open now at AtlantaMarket.com.

Las Vegas Market | Jan. 23-27, 2022

Las Vegas Market presents some 285+ gourmet, housewares and tabletop lines in permanent showrooms with an additional 30+ gourmet, housewares and tabletop lines in the all-new, connected EXPO at World Market Center Las Vegas.

Las Vegas Market takes the industry west Jan. 23-27, 2022 at World Market Center Las Vegas. Las Vegas Market is the leading home furnishings and gift market in the western U.S., presenting thousands of furniture, home décor and gift resources in an unrivaled market destination. Registration is open now at www.lasvegasmarket.com.

For more information on IMC, visit www.imcenters.com.

The post Atlanta Market and LVM offer destinations for gourmet and housewares retailers appeared first on Gift Shop Magazine.

#1-WHEN IN DOUBT COLOR IT OUT

I know you know what I’m talking about…you just finished re-working your shelving unit and it looks chaotic…a lot of merchandise; some of it works together, a lot of it doesn’t. This is where this rule of thumb comes in handy. Try pulling together items by color. The color on label, maybe it’s the packaging or the product, you will see a common thread. Start pulling them together, little by little you will see it come to life. I often start with my groups and then start shopping the store for more that will create a more impactful statement.

#2-MERCHANDISE BY CONCEPT

The cohesiveness you see at Anthropologie is very deliberate. Merchandising by concept creates an impactful statement while telling a visual story. Our “Camp Concept” was a combination of books, Pendleton inspired games and campfire scented candles. Props to embellish your concept can be anything from tree slices as risers to an oversized marshmallow on a twig (they dry beautifully, by the way).

#3-BINNING

Bin “smalls” like lip balm, loose crystals, small books, and jewelry on cards in glass jars. A lot of vendors ship smalls in “displayable” case packs. I prefer to take them out of the packaging. By placing them in a glass jar, basket, or bowl you add value to the item and make them look so much more important and inviting.

#4-THE HARDWARE STORE IS YOUR BEST FRIEND

Take a walk through a hardware store. There are so many things that are cost effective that create amazing risers, backdrops and displays. We created

multi-levels for a jewelry case out of 2×4’s that have been cut different sizes and sanded down. I liked them raw but a coat of paint or stain would give them a whole new life.

#5-DON’T TREAT YOUR WINDOW LIKE A GARAGE SALE

Pick a theme, color or category. A lot of people think “more is better” but in the case of windows, putting everything you sell into a small window isn’t

better, it’s just busier. The other rule of thumb is, never leave a mannequin undressed or without hair in the window. This should go without saying but I see it all too often. No hair? No problem! Throw a scarf on her head for a chic look or a hat. Just don’t leave her bald.

#6-SHOW ITEMS AS YOU WOULD USE IT

Boxed merchandise tends to stop people from opening up an item and looking or trying it out. Show one out of the box as it would be used. We showed this cute magnifying glass paintbrush with a book so the customer could see what it does. It also created a chance for the customer to interact with the product while giving the display a lifestyle feel.

#7-GET INSPIRED

This is something that was required at Anthropologie and to this day I still do it! Once a month, get out of your store and go see what others are doing. I look at everything from how they sign things, to the window displays to the way they display. I love getting out and getting inspired by other retailers!

It doesn’t have to be a gift or apparel shop, specialty grocery shops are one of my favorites because of the way they bin or stack products, the color and textures of the produce and how they merchandise it.

My other go-to is magazines. The apparel industry is about a year and a half ahead of the trends that hit the gift industry. The big indigo trend that happened a few years back started in apparel, same as tie dye and the bees you’re seeing pop up now from so many gift vendors. I use the magazines for sourcing new products, looking for interesting window ideas, etc… it keeps me on trend!

Some of my favorites:

• Magnolia (great display ideas)
• Food and Wine (great layouts and styling)
• Country Living (visually inspiring)
• Any fashion magazine out of the UK

#8-CROSS MERCHANDISING

Cross merchandising does two things. First, it helps tell a story. Second, and more importantly, it leads to add-on sales. Show candles cross merchandised with matches, soap with soap dishes, plush with books that correlate.

My favorite kitchen concept one year at Anthropologie was patisserie – dish towels, latte bowls, cake plates and a candle in a tin that smelled exactly like cake – all cross merchandised together creating a yummy looking and smelling presentation.

#9-RISERS…THINK OUTSIDE OF THE BOX

OK…this goes back to my days at Anthropologie. We were not allowed to use the plexiglass risers in any way shape or form. No exception. Years later, I still abide by this rule. We learned to look at everyday merchandise as a riser. Soup cans without the label as candle risers. Old books with the covers torn off. Wood slices, 2×4 cut wood, bricks etc…you name it! What it does to your displays is magical. It gives it texture, adds personality to your concepts and makes merchandise come to life.

#10-LIFESTYLE PROPS

Hands down my favorite way to bring a display to life! Using fruits (faux or real), veggies, flowers and plants are the best way to tell a story! For bar set ups, I like to use glass mineral water bottles with the labels torn off shown with glassware. For bowls and table top items, fill with lemons and oranges in the spring and artichokes in the fall. Fill bon bon jars with marshmallows and candy canes at Christmas. It all tells a story, as well as giving your customer an idea of how to use it in their own home.

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OUTSIDE THE BOX

Think outside the box when creating displays and even when photographing them. Use something unexpected in your displays to create a memorable experience. I love using antiques and vintage finds in my displays. One of my favorite and most memorable displays is in an old cattle trough!

START WITH WHY?

The products you have purchased for your store have value. You bought them for a reason. If you had the time to explain to every customer “why” you purchased each item and could tell the story behind each product, you would sell much more; your display tells your story. Before you start your display ask yourself a few questions:

• Why does your customer need the product?
• Will it make their home beautiful?
• Will it make their day brighter?
• Will it make their job easier?
• Will it make their life easier?
• Will it solve a problem?
• Will it make them feel better about themselves?

I believe your why is what fuels your passion and it can be the perfect start to a stunning display! Use signage in creative ways to share anything unique about your product. Write on chalk boards and kraft paper or use dry erase markers to write on mirrors. You can even lay out Polaroids of your products in use to give your customers ideas.

RULE OF THIRDS

Picture your display as a grid, divided into nine equal squares. The Rule of Thirds is a standard technique used in photography for aesthetically pleasing photos and can be applied to displays as well.

Use layering, height and levels to align products along the lines and create interest. Stacking books is a great way to get height in a display. Doing something out of the ordinary, like using a chair on top of the table, or creating tiers with other tables or crates is another way to gain height. However, there are certainly exceptions to every rule, and sometimes breaking the rule entirely can be memorable. Do this by creating symmetry and uniformity purposefully!

NEGATIVE SPACE

Many times, less can be more. Never underestimate the power of a little space. Don’t hesitate to back stock items in order to keep things tidy. Place an odd number of items together and break things up with space. Even numbers create symmetry, but odd numbers create interest.

WARMTH

Add warmth with light or with texture. Lighting not only draws attention, but it also affects moods. Research shows that customers spend more time in areas with warmer lighting. Lamps provide warm cozy light, but also provide height and interest and can help draw attention to a product.

Texture also adds warmth to your displays — use greenery, either silk or real, along with some of these ideas: throws and blankets, rocks, baskets, pine cones and rugs. Unique pieces that are out of the ordinary and unexpected, such as brooms, wooden pieces, bark, glass, etc., are other examples that add warmth and texture to displays.

FLOW

Think about how your display flows; within itself and other areas in your store. Pay attention to color and product placement.

Again odd numbers work when creating flow. Choose three patterns or textures for a display that coordinate and apply a 60/30/10 ratio to add dimension to your display. Demonstrate contrast. Use coordinating colors that compliment, not necessarily “match,” is a great way to create contrast and evoke emotion. Another way to do this is to mix media, and/or styles.

Consider traffic flow in your store for displaying as well. People generally tend to enter and travel to the right and travel through the store counterclockwise. Consider this when creating displays and flowing from one to the next.

PHOTOS FOR ONLINE PLATFORMS

Photograph your display for your website and social media platforms. Images are more effective than text at evoking emotion. It is increasingly more important to have an online presence in today’s market.

We want to take what we do in brick-and-mortar stores and tell that story online. These five simple guidelines will help you show off your hard work and grab attention online: light, Rule of Thirds, angles, detail vs. wide and focus.

You don’t need an expensive camera or equipment to take great photos that stop traffic online. Use these simple techniques with your phone to brand your store and create stunning display images.

Visit www.giftshopmag.com for a more details on photographing displays.

The post The Art of Simple Displays appeared first on Gift Shop Magazine.

There is no single answer to what is the best course of action. Just as your stores are a unique and special part of the business culture in your towns and cities, your responses and actions as a retailer will be a unique representation of the customers you serve.

Here are some thoughts and ideas to make shopping more comfortable as your customers return to in-store shopping.

Open or Closed?

That is the question so many customers are asking as they consider a trip out to the stores. Make it obvious that you are open and ready for business. Splash a bit of energy on the exterior of your store. It’s time to up the ante! Bring in vivid flowers at your door. Update your window displays with a fresh and vibrant story. Introduce an eye catching new welcome that says “we are open and can’t wait for you to see all of our new products.”

Massed out displays, or lean and clean? For so many years we have been discussing the benefits of stacked and massed product displays. Stack it high and watch it fly! But, your customers may be looking at their environments differently these days. The cozy, filled to the rafter experience may feel overwhelming for some customers. How can you balance social distancing while still providing the same welcoming, and interactive shopping experience?

I find it best to create a space in which most people can feel comfortable. It’s important to keep the personality of your unique retail concept. You’ve worked hard to build up the reputation and identity of your business. Now is not the time to become a whole new store with an entirely new personality. Customers are looking to you for some amount of the familiar. Familiar staff, same inspirational displays, same great product and service.

Encourage Repeat Visits

Let’s look at some ways to balance the past with the present.

Keep rotating and refreshing your sales floor experience. Even if you haven’t been able to update your merchandise selection it is important to keep the appearance of newness for your customers. Give them a reason to come back next week to see what new things you’ve done with the shop. Motion and movement is life. The effort to keep a fresh look will always pay off.

Save room and plan for the most important object in your stores, the customer. Open spaces on your sales floor are important. Consider that at least one half of your customer base is going to be conscientious about practicing social distancing. Look at your floor sets with this in mind. Consider customer movement options as you look at the flow of your spaces. Dead end aisles or spaces with one small entrance might be off putting to some customers. Use this early time before the holiday shopping season to try new layouts that provide a more free flow of movement throughout your space.

Now, you might be thinking “Wait, I can’t afford the room needed for social distancing. How do I create more traffic space when I have so many products to show?” Here is where the balance of massing out versus open floor space comes into question. As you consider your own needs, this balance will fall into place. If you find that you need to capture more open floor space consider these solutions.

Limit Product on Floor

Limit the amount of any single product out on the floor at one time. Smaller stacks or linear runs of product will create opportunity for tighter displays. This may require more frequent replenishment. In order to avoid that task, consider offering to have a “fresh” item brought from back stock for some purchases. Sell items from your back stock first. This will keep your sales floor replenished, and provide the customer an opportunity to purchase items that have not been handled multiple times. Some customers may find this an attractive option. For example, those of you who sell the Mud Pie Initial products or items that are similar in design with slight variations can benefit from this style of merchandising.

Create focused displays that showcase each variation of the product. One of each style or letter displayed in rows on shelves or pinned neatly to the wall. Allow the customers to select from this display of actual product, and then request their choices from your back stock. This provides the dual option for your customer to interact with and shop from a tight, focused space, while also keeping your sales floor to a functional minimum as well as offering products to your customers with limited interaction from other people.

Think Vertical

Another space-saving tactic is to always look at the vertical lines of merchandising. Think in terms of floor to ceiling. Too often we default to wide puddles of product. These puddles can be very difficult to shop and significantly diminish your sales productivity per square foot. As the holiday shopping season is fast approaching, the vertical tactic can also provide some much needed back stock spaces.

Fill the underside of a table or bench with packaged products. Cover the table with a floor length table cloth if the packaging isn’t really very attractive. Place a shorter shelving unit on the table for even more height. This will also create more wall space by hanging plaques or framed artwork on the backside of the shelf. Use product in your decorating. Think of it as “Storing” products as decorations in garlands hanging from the ceiling, or in wreaths wrapping a chandelier. These are just a couple of ways to open up your sales floor for a more comfortable and functional sales season.

We are all considering some new challenges with the upcoming retail season. There are so many questions and unknown possibilities. But there are also so many opportunities. Now is the time to be creative, and innovative. As much as we want to get back to the familiar, we are also looking ahead for new ideas and fresh solutions. If ever there was a “build it and they will come” moment it is now. Be proud of your strengths. Build on those strengths and let them show.

Continue traditions, and schedule your regular events in as safe a manner as you can. Perhaps those events take place outside this year, or there is some other new creative spin. Either way, you are holding to your brand identity and contributing to the sense of structure for your community.

The post More in Store appeared first on Gift Shop Magazine.