There’s more to being a successful seaside retailer than just the merchandise you carry. How it is presented determines whether a customer will want to come into your store and whether or not that merchandise gets noticed. During the January 2023 Coastal Connections Conference, attendees heard from experienced seaside retailers and design and merchandising experts on ways they could maximize store space, attract customers and increase sales.
The Inis showroom immerses guests in the scents and sensations of the sea, with 1,200 square feet of space and floor-to-ceiling windows with views of palm trees and the Pacific Ocean. Decor like the blue floors, white walls, soft cloud and sky felt ceiling detail and signature sea graphics reinforce the Inis brand energy. Hale shared the details behind the design along with other beach, coastal and nautical design inspiration.
He talked about space planning, which he said is a strategy that helps retailers validate space on the sales floor by category (or item) based on historic sales analysis.
He also suggested taking into consideration adjacencies for cross-merchandising, theft issues and architectural elements like location of a fitting room or point-of-sale area.
Photo: Robert Holland
Hale started off by saying that a seaside store should have a casual, playful feel. “all five senses should be engaged — sight, sound, smell, taste and touch.”
- Is my store fun to explore?
- It is accessible with clear paths?
- Is it well-stocked?
- Is it clean?
- Do I have what my customers are looking and asking for?
- Can I see my customers as they navigate?
He talked about space planning, which he said is a strategy that helps retailers validate space on the sales floor by category (or item) based on historic sales analysis.
He also suggested taking into consideration adjacencies for cross-merchandising, theft issues and architectural elements like location of a fitting room or point-of-sale area.
Giving customers a reason to shop at Loggerhead Marinelife Center
Kate Fratalia, vice president of retail at Loggerhead Marinelife Center, Juno Beach, Florida, shared how how the center holds special events throughout the year such as “going-away parties for sea turtles when they’re returned to the ocean. At the end of the party people end up in the gift shop.”A retail overhaul at Margaritaville Resort
William Hill, manager of the Margaritaville Resort gift shop, completely overhauled the 1,700-square-foot space since he started there in June of 2022, transforming it into a high-end boutique.Photo: Tony Laicacona
“In resetting the store, I remembered the adage ‘dress for the job you want, not the job you have,’” said Hill. He talked about how grocery stores are laid out, with the milk, eggs and meat at the back. “People come in for the staple items, but to get to them, they have to walk through the entire store. So put your high-demand items at the front but also at the back.”