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Merchandising Tips
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- Don't forget the basics: Keep the floor filled with
inventory and the stain center shelves filled at all
times! Keep your store CLEAN! Tidy up the store every day, shutting drawers, organizing
accessories. If your have aisles, keep them straight. When you wash the windows, don't forget to
wash the sign. There was a recent article in Bottom Line magazine that said customers believe that
coffee stains on airline seat trays and covers mean poor engine maintenance. It's the same with your
store. A clean orderly store and full inventory give customers the positive feeling you want them to
have.
- Put furniture out on the front porch in fair weather, especially rocking chairs. If you are using the
same unfinished furniture over and over again, top coat the furniture with a clear water base (so it
doesn't amber) such as General Finishes High Performance Polyurethane.
- Remember the cardinal rule! Buyer's buy what they can see, not what is going to be. If you don't
display many finished pieces, exhibit at least one finished item of furniture with every grouping of
unfinished furniture. This will piq
 ue customer interest and allow them to visualize what the end result
might look like.
- If you display mostly unfinished furniture (some stores finish a majority of their floor stock), then
paint the walls a darker color to set off the light unfinished wood. If your store is dark, increase the
lighting!
- Children's areas can be created using a minimum of floor space while displaying furniture at the same
time. Set out small tables with puzzles. One of our stores keeps a large stuffed buffalo for children to
play on. (These and other stuffed animals are available from Country Critters 316-364-8623) Some of
our other customers keep animal crackers on hand and run videotapes on a small television.
- Accessorize your store with merchandising 'props' such as large stuffed animals, quilts for quilt racks,
lamps, TV props " (Available from Box Props, 800-222-2604, www.boxprops.com), used televisions
and computers, historic design candles, primitive candles, framed prints, placemats, chandeliers,
pottery, braided rugs, placemats and table runners, books on bookshelves, bedding, pitcher and bowl
sets, etc. Don't forget, accessories must be moved frequently or they will leave shadow marks on the
wood!
- Seek out local vendors for accessories that can be arranged in your stores on consignment, such as silk
flowers from a local florist, or crafts from local craftsmen.
- Make your show room floor appeal to the widest possible market. Create vignettes with different
themes, such as the lodge look, country, shaker, antique, high colonial or modern
- Put prop boards featuring the different specialty finishes (faux, crackle, distressed, etc.) around the
store with directions on back. Hand out copies of specialty finish instructions to your customers.
- Some final thoughts on merchandising; remember that you are selling furniture!
 Go slowly,
buying
only a few accessories at first. Be aware of the mood of your market, not your personal
taste! One of
my favorite stores is accessorized by Dave Weller of Marstans in Chaddsford PA. He has beautifully
staged his store with tasteful pieces that draw attention to the furniture without competing for the
eye's focus. He is so in tune with his market, you can imagine those pieces of furniture in your living
room with the accessories he has chosen. This technique is called future pacing, getting the consumer
to think of the future with the product or service that you are selling.
Remember, design for the
market, otherwise you will end up marketing your design!
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