Linda Cahan

Joined April 26, 2020

Articles 58

Worth the Money

We can’t fight our evolutionary instincts when it comes to lighting. As animals, we require a sense of safety when we enter a space — or a cave. I love to shop, but two of my favorite stores lost me as a regular customer because of their overhead lighting. One store changed locations, and the lighting in the new space is about half of what it was. Now, when I walk in, I’m frustrated because I feel like I’m shopping in a dark cave.

Merchandising

The Visual Language of Luxury Spas

“Less is more” is the mantra of upscale retail businesses that attract high-income customers. Years ago, I ghostwrote the visual standards manual for Saks Fifth Avenue. When I ran into their visual team at a trade show, their corporate director of visual merchandising told me that almost everything I wrote is still used 30 years later. Standards don’t change, but the merchandise and fixtures do.

Merchandising

The Signature Display

Very few customers walk into a hot tub store expecting to be impressed by the displays, which gives store owners a powerful opportunity to surprise them and make the space memorable.

Merchandising

Move It, Move It

Movement creates interest, and interest creates sales. Whenever sales are slow, take a cue from the song “I Like To Move It” from the “Madagascar” movies. Rearranging your showroom can energize you, your staff and your customers. So, move it, move it!

Merchandising

Do It Now

Whenever I read an article that comes with an intriguing headline like “At What Age are You Happiest?” I skim several paragraphs down to get the answer.

Merchandising

Critters on the Clock

Experiential retail is all about creating memorable, positive in-store experiences that lead to sales and repeat business.

Merchandising

Stand Out from the Crowd

If you participate in an off-site event like a home show or state fair, carefully consider your setup and how you will make your business stand out. Every hot tub needs a sign on or right next to each unit. The repetition of your name and logo is essential for customers’ memory.