10-minute consult at Alberta Gift Fair yields 21.5% increase in sales
by Natalie Tan
Geraldine Barrett, owner of Sunrise Wellness Spa in Unity, Sask., along with her staff, Verlie Deuchar and Ellie Leidl, attended the Alberta Gift Fair last August and chose to sit in on my seminar on “What to Put Where and Why”. Geraldine had been unhappy with her feature wall that displayed Eminence Organic Skin Care, however she could not see any alternative.
(Photo of Sunrise Wellness Spa product display) prior to transformation)
During the session, the Sunrise team saw how implementing effective category plans enabled retailers to create effective merchandise displays. At the end of the session, Geraldine raced to sign up to my 20-minute consultation. Unfortunately, all my sessions were booked, however, I accommodated the Sunrise team with just 10 minutes to spare before I had to catch my flight.
Geraldine pulled out photos of their current displays while Ellie drew a rough floor plan. I discussed basic options for colours, a simple fixturing plan with an optimum product intensity, the concept of focal points and the strategic use of triangular shapes. More importantly, I brought up the importance all these elements combined have in enhancing perceived product values.
Within 5 days of the session, the ladies had all their shelves emptied. The slat wall panel was removed and all other fixtures sold. The team limited the quantity displayed on their new set-up and stored the rest. They accomplished this feat within 12 days! In all, the project cost $1588. However, they sold some old fixtures for $630 resulting in a total cost of $958!
Sunrise Wellness Spa hosted their second annual Eminence Pajama Party on September 29 and the guests were indeed impressed with the spacious shopping area. Their Eminence Regional Trainer, Christel Salamon from Churchbridge, Sask. was taken aback upon seeing the new display. Comments were most favourable with a lot of wows.
The results: Compared to last year’s same 12 day period after the Pajama Party, sales went up 21.5%