Send a Message That You’re Ready for Business with Full Displays

I recently visited Ricky's Chocolate Box in Hermann Missouri. It was subtle, but there was something going on in the chocolate store that brings up an important point. While the guy behind the counter was talking to us, a woman came out from the back, numerous times and retrieved partially emptied trays, returning with full trays. This happened with trays that weren't even half empty. Most trays were full or nearly full.

They keep the trays full for a reason. When customers walk in the door, they see shelves that are completely full of good-looking merchandise. (The merchandise lighting was very good too.) The message was clear. "We're glad you're here. Welcome; here's what we have to offer."

What would customers think if they came in and some shelves were empty and many less than half filled; maybe some slots that didn't have trays in them?

Later, on the way home, I saw just the opposite situation in a sandwich shop. The coolers used for refrigerated products and health-food type groceries were less than half full; many empty slots. The lack of selection gave me the impression that they are not serious about selling that merchandise. I didn’t even want to browse through what was there to see if there was anything I liked.

People like me* that work with small business owners like to complain about the “big box stores” and what they do to small business, however, small businesses can learn some things about product display techniques if they will pay attention. The latest big box store in our area; Coffeyville, KS, has spring loaded merchandise shelves in much of the store. When you take an item off the shelf a spring pushes the other merchandise to the front of the shelf; making it look like the shelves are full.

Do you see a pattern here? Ricky’s Chocolate Box, a tiny chocolate store in Hermann, Missouri keeps the shelves full and the newest, biggest box store in Coffeyville, Kansas uses spring loaded shelves to keep the shelves full; that must mean that people buy more merchandise when they perceive the shelves are full and ready for business.

If you own a business that sells display merchandise, take a lesson from this littlest specialty shop to the biggest box store and keep your shelves full and ready for business.

* Successful Entrepreneur Program, Independence Community College, Independence, Kansas.

Come to the Southeast Kansas Innovation summit September 22, 23 in Independence, Kansas.