There is nothing like the great outdoors — for merchandising! Getting products out in front of your store helps attract passersby, supports your “fresh and local” identity, creates seasonal excitement and boosts sales. Here are some tips for merchandising outside.
Make an impression — Outdoor merchandising only works in your favor if it conveys freshness and abundance. Outdoor displays should be monitored and stocked often through the day. Add this to a department checklist, if you have one, or have someone dedicated to keeping track of it during their shift. If you have front-end employees who manage carts or parking, you could also ask them to keep an eye on the display and report when it needs restocking or cleaning up. If you sell plants or starter plants, be sure to water several times a day in arid climates; improper plant care can lead to a big loss.
Finally, remember to maintain a display indoors for all items displayed outdoors. You don’t want to have to send a customer outside to find something if they missed it on the way in.
Weatherproof it — Whatever the weather, an investment in the right durable merchandising equipment is key. Sun and heat can be just as destructive as wind and rain. Stand umbrellas, a canopy tent or an awning can provide in-place protection for routine rain and sun exposure. For rain protection in particular, consider keeping an eyelet tarp and rope handy. Consider weather when choosing what to display outside. Plants, melons, squash and other durable items will be fine with a little exposure to the elements.
Make it mobile — Save yourself labor hours by making displays that are easy to pack up and bring inside at the end of the day, or if weather takes a turn for the worse. Invest in rolling racks or risers on wheels. Try merchandising case stacks or melon bins on top of durable (waterproof) plastic pallets so that items are easy to move inside with a pallet jack if the weather gets too bad.
Anti-theft displays — To minimize loss and discourage theft, merchandise bulkier items outdoors, such as melons and squash. Be sure to bring the items in at night, or at minimum, cover with tied-down tarps to reduce visibility. If theft is not as much of a risk, consider bulk displays of smaller impulse items like stone fruits or apples inside or near entryways for a neighborhood green-grocer type of feel.
A display for every season — Outdoor merchandising is not just for spring and summer months. Merchandise pumpkins, winter squash, ornamental corn and firewood during the fall. Christmas trees, wreaths and firewood are options for winter months.
