Merchandising

  • Your Store’s Vibe Matters More Than Good Looks 

    ByLinda Cahan

    When I walk into a spa store, I immediately get a vibe about whether I want to stay and shop or turn around and leave.

    That vibe is made up of countless elements that hit us at once: lighting, smells, colors, layout and more. Within seconds, we’re deciding not only where to walk, but whether this store feels like it can meet our needs. Good signage and sight lines can help, especially for customers who are new to buying a hot tub and may have no idea where to start.

  • Worth the Money

    ByLinda Cahan

    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. 

  • The Visual Language of Luxury Spas

    ByLinda Cahan

    “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. 

  • Freshen Up

    BySeraine Page

    In an era where shoppers are more likely to order online than walk into a store, creating a captivating showroom is essential. For retailers, this means the store must offer something the internet cannot. Consumers often look for fast, convenient and exciting shopping, so quick store refreshes can be a game changer. 

  • Move It, Move It

    ByLinda Cahan

    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!