At least one thing that retailers have over online sellers is the in-store experience, and showing off product in engaging ways does more than just sell. It persuades shoppers to return for inspiration, human interaction, and to be wowed.
Enter Robin Enright Salcido, a Colorado-based visual merchandising expert with Merchandising Matters. Next month, she's launching a 90-day virtual program for retail merchandisers, sales teams, store leaders, and brand representatives who want to creatively communicate their business stories. It's more than just placing best-sellers in a display. Enright Salcido says the key to pulling off a successful visual strategy is by conceptualizing stores' values and missions beyond paper and onto the walls and shelves.
"In today’s retail market, people are longing for more than a place to just go and buy a sweater or climbing gear," Enright Salcido says. "It’s the experience and they may not be able to verbalize that or articulate it, but a relationship is formed with the retailer."
Enright Salcido's bi-weekly webinars (recorded and available afterward) will include merchandising best practices, tips on adapting creative ideas from different industries, identification of target market and how to visually speak to them, windows, store flow and retail seasons, front of department and front of store merchandising, and goal setting that can be monetized as well as advice on how to get store teams on the same page.
Through her experience giving tours of booths at Outdoor Retailer and working with Neptune Mountaineering, Enright Salcido has learned that people are hungry for more information, especially when it will boost sales. She piloted the program in 2017 with Canadian retailer Campers Village. Jamie Bradshaw, one of the visual merchandisers, said Enright Salcido helped the team dig into the "who" and "why" of the store to help merchandisers visualize the brands' story. Bradshaw said she improved most at making shopable display tables. "Robin taught us tips and tricks for making these look stellar and add interest. Hint: adding a string of lights is like adding string of magic!" she said.
"The most valuable lesson that our Campers Village team has learned from Merchandising Matters is the importance of making a merchandising calendar and training staff how to upkeep displays," Bradshaw said. "This was especially useful during the busy holiday season. We had a schedule for all front of department and front of store displays, including key times to change them for the biggest sale impact. This has been an incredibly valuable tool for us year-round."
The "Product Presentation in the Real World: 90 Days to Merchandising Excellence" program—offered at three price points to meet budgetary and training needs—includes hands-on exercises, group conference calls, a private social platform to share ideas and ask for advice, and one-on-one meeting opportunities.
How to sign up: The first course will be held January 2019 to March 2019. The second course will be held July 2019 to September 2019. Enrollment is open now and space is limited. Contact Enright Salcido at firstname.lastname@example.org or visit www.merchandisingmattersnow.com for more information. Sign up here.