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National Newsagent August 2009 33
Adam Joy is the NSW/ACT State
Manager for the ANF and National
Newsagent asked him about his knowledge
in the field of merchandising.
Q. What is your experience in the field of
A. I have held multiple roles in
merchandising including my last role in
the convenience sector where we had
2000 merchandisers across Australia
and New Zealand.
Q. Exactly what is merchandising?
A. Merchandising is your silent sales
person. Although silent, merchandising
plays the largest role in retailing as good
display affects more people’s decisions
to purchase than the sales people do.
Q. Why is it important for retailers to
Merchandising is more than promotional
end-displays or bulk stacks, it affects
every item you have available for sale
and the way you present products for
your customers to purchase. A full facing
magazine and where it is placed in store
Great merchandising increases the
number and size of transactions by
stimulating impulse purchases and
inspiring consumers to return to your
store regularly to see new displays or
Q. What factors does a retailer have to
take into account when merchandising?
• Associated selling merchandise
Don’t just put a product in a place because
there is space; take the time to re plan
the section ensuring that products
are merchandised by category and
subcategory. For example, ensure your
staplers have the correct staple type next
to them and that the staple removers are
located near by, this can effectively turn
a one item sale into a three item sale and
create a repeat sale as the consumer
knows to return to your store to look for
the stapler and the staples they need.
• Customer Viewing Points
A child’s product should be at a child’s
eye height to catch their attention.
Similarly you can offend customers by
having inappropriate items available
for minors to view.
• Customer Accessibility
Make sure the customer can reach
Make sure the product is not jammed
between the top and bottom shelves.
Make sure a wheelchair or pram can
move through your store without having to
navigate through floor stacks of product.
• Allow customers to walk and view your
Don’t block the entrance with multiple
stands let your customers see through
to the rear of your store.
Don’t clutter your front windows with
Ensure all items have a price ticket.
Ensure all displays and promotional
ends have a price ticket.
Ensure all promotional items clearly
show what the consumer will be saving.
• Stock Volume
Manage your stock levels. Having one or
two of each item looks like you’re having
a closing down sale, having too many
costs you money. Stock sells stock.
Q. How does a retailer isolate hot spots
in their store and capitalise on these?
A. The best way to isolate a hot spot is to
take a day and watch your store. Watch
which way your customers flow through
your store. Then position impulse items
around the major flow areas. You may
want to adjust the way customers flow by
strategically positioning certain products.
Look for opportunities where customers
spend large amounts of time. For example
utilise the space around your ATM for
impulse items, your customers may have
to queue for a minute, that’s an entire
minute you have to entice them
to purchase an impulse item through
Obviously your counter is valuable real
estate; ensure the products you present
on the counter are either an impulse
item or an associate sell item.
This provides you the opportunity to
up sell on every sale.
1. Have you tried the new Cadbury
chocolate bar? We have them for just
$1.80 at the moment.
2. Do you need a $2 lighter with
3. Are you right for phone credit today?
Q. In terms of mounting signage for
mobile recharge and calling cards —
posters, flags, stickers, etc — what
advice would you give a retailer?
A. In terms of any signage, less is more,
there is no point having a flag/poster from
every telco provider attached to your store.
This only confuses the consumer.
Having one clear poster or flag that
educates the consumer around the
products you sell is a must; consumers
don’t want to ask if you sell particular
products. Once again our merchandising
needs to educate them. Utilising your up-
selling skills will also educate consumers
and encourage conversation.
If you would like assistance in maximising
sales in your newsagency through optimal
merchandising from your store please
do not hesitate to contact Adam Joy at
email@example.com; mobile: 0402 839 213;
phone: 02 8425 9613
merchandising is your
silent sales person
Merchandising with Adam Joy
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