Tips for Successful Hotel Retail Merchandising
By Janine Roberts Director of Sales and Marketing, Tradavo | August 03, 2010
When it comes to retail, studies clearly show, appearance really is everything! Even the smallest markets with just a few shelves and a half refrigerator can produce healthy profits and happy guests when product displays are neat, clean and well merchandised. Unfortunately, this area is too often utterly overlooked and fails to represent the quality and image the hotel achieves in every other area while simultaneously letting guests down who may be in need of a quick snack, last minute gift, or much needed headache relief after a tough day of travel. By following a few standard rules and helpful tips, you can better understand the psychology of retail and make necessary improvements to the merchandising of your hotel pantries, markets and gift shop while increasing revenue and guest satisfaction.
Understanding Successful Retail Merchandising
Rule #1: Merchandising is NOT just placing items neatly on a shelf.
Merchandising is really a science that requires an appreciation for and understanding of the buying habits of guests. This involves careful consideration of what items to offer, how to group them together, what shelf level to place them on, and what fixtures and display techniques will help achieve an organized, well merchandised appearance.
Retail is a psychology and guests can literally be turned off from a purchase by the appearance of the shelves and how the product is merchandised. Cramped bags of smashed chips, empty or sparse rows of candy bars, and haphazardly hung sundries and amenities create the psychological assumption that the products offered are old, low quality, or damaged.
Rule #2: Less is NOT more when it comes to merchandising food.