Change is in the air. February is almost upon us, and it’s that time of year when retailers are swapping displays of mistletoe and tinsel for Valentine’s Day treats: cards, flowers and heart-shaped boxes of chocolates.
Holidays are big business. And you’re going to want to plan for an influx of seasonal items. Here’s how to best position holiday products alongside your year-round goods.
Design a Space to its Strengths
You’re the best judge of your retail space’s strengths, so use them. It’s best not to overhaul an entire retail space to accommodate holiday items. Make simple changes to a floor plan and employ strategies that have worked in the past so you don’t sacrifice sales of any item.
Put in action, this can be simply rearranging high-performing departments, categories and promotional areas to allow for high traffic flow and stocking them with suitable, seasonal products where applicable.
Think of Your Target Customer
Even if certain items belong to the same holiday, now’s not the time to lump them together. Like any product, it’s going to take a nuanced, sophisticated approach to make the sale. Go item by item and ask yourself who the target customer is.
There are a number of tried-and-true methods to design a retail space for different demographics, such as:
- Toy displays tend to be shorter in height and more colorful to attract children
- Aisles of items for older folks tend to be shorter in length to avoid walking long distances between categories
Of course, these aren’t hard-and-fast rules, and you may prefer a mix of strategies. Don’t be afraid to experiment! Track your results to find insights into successful strategies that will work no matter the holiday.
Consider Your Own Buying Habits
If you’re at a loss for a design to balance both seasonal and year-round items, reflect on your own buying habits. By putting add-on items near products a customer is likely to pick up, you’re creating the opportunity to increase basket size. Here are a couple of ideas:
- Colorful gift bags or baskets in the candy aisle
- Festive cookie cutters – such as a heart – in the baked goods aisle
- Batteries near talking teddy bears and other holiday-themed toys
While you’re stocking your shelves, think outside the box. People give valentine gifts to a whole array of friends and family. Don’t neglect cards and gifts for a grandchild to her grandma, for a wife to her husband and vice versa. And incorporate a holiday’s theme to design a lively display: such as red and pink for Valentine’s Day and pastels for Easter. These can inspire customers to purchase ahead.
Everything in Moderation
While finding the right balance of seasonal and year-round products is a matter of trial and error, too many changes in a short time is likely to frustrate your customers. And that’s never good. Commit yourself to small, incremental changes to keep your displays fresh and slowly fine tune your space. If time is an issue, consider using a planogram software.
Scorpion Planogram is a powerful tool for retailers and suppliers to quickly and efficiently ideate, design and test different layouts of a retail space. It’s a shortcut to your ideal space, and takes much of the guesswork out of the process. Try it for yourself and see what Scorpion Planogram can do for you.