Set the stage for summer sales
By Michael Hale

Set the stage for summer sales

Summertime can be a busy season for many seaside retailers. Foot traffic may increase dramatically and purchasing decisions need to happen more quickly.


To make the most of a peak season, the combination of strong visual merchandising and thoughtful store organization can encourage more visitors to make a purchase.



Visualizing the space

The first step is preparing your space before the season begins. A quick floor reset in late spring can dramatically improve store flow. Review which categories perform best during summer and make sure these items occupy the most visible and accessible locations.


"A full, organized display sends a message that the store is well-stocked and worth exploring. "


Prime retail space should include areas immediately inside the entrance, end caps and high-traffic aisles. Vertical displays are also especially valuable during busy seasons.


Front-of-store merchandising also plays a role during peak season. Outdoor racks, sidewalk displays and entrance tables showcasing bestselling items can capture the attention of passing tourists.



Simplicity and speed

Tourists rarely want to search for products; they prefer quick visual cues that guide them to what they need. Group products by lifestyle or activity rather than by brand whenever possible.


Seaside retailers should also be prepared to replenish top-selling items quickly during peak season. Keep backstock organized and close to the selling floor so associates can restock quickly.



A clean look

During peak season, neatness leads to sales. Displays should be faced, folded and restocked multiple times throughout the day. A full, organized display sends a message that the store is well-stocked and worth exploring.


Summer tourism moves quickly, but with the right merchandising strategies in place, your store can move just as fast.



Michael Hale, CEO of Retail Rehab, transforms retail spaces and helps drive up profits. michael@retail-rehab.com, www.retail-rehab.com