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Baskets On Display: Tips For Merchandising Your Store
Merchandising baskets in your retail location solves many challenges for shop-owners. Good displays increase traffic, increase sales, and increase individual purchase volume. It also gives you the added benefit of more working space in your back room!
We know the space in your design area is at a premium. Production areas need to be functional, not stuffed with inventory. Having an organized and uncluttered workspace makes you more efficient and results in more beautiful designs, because you have the space to see your work.
Plus, your inventory is likely one of your biggest costs, so display it effectively so you can move products.
Here are some tips on how to transform your store into an impactful, visually appealing space, move your basket inventory out of your back room and make your products more appealing to customers.
A Good Display Makes A Difference.
1. Merchandising attracts new and repeat customers into your store.
Merchandising increases foot traffic. Competing with other retailers with interesting displays is necessary to nab a new customer. A well-designed display can stop people in their tracks and make them want to learn more about your store and your products. Eye-catching displays can also encourage customers to stay in your store longer and browse your products more thoroughly.
2. Merchandising does the selling for you.
Merchandising makes it easier for shoppers to find products and lowers the effort when looking for the perfect gift. You need shopping to be easy. It’s up to retailers to understand exactly what prevents consumers from buying. According to the Global Path to Purchase Survey, the #1 reason shoppers leave without making a purchase is because they couldn’t find what they were looking for. The act of organizing your fixtures and diversifying merchandise prevents consumers from leaving empty-handed.
Or what if they don’t know what they are looking for? Displays give customers ideas. By showing gift options, you appeal to more customers year-round. Many customers are shopping for an everyday occasion, like an anniversary or thank you, and many are shopping for home décor for themselves. Take advantage of these opportunities with baskets, containers, and gift items that fit inside.
3. Merchandising makes you memorable.
Merchandising makes your retail space more enjoyable and gives you a rare opportunity to tell a story. A strong visual identity can help customers remember your store. Your display should be consistent with who you are. This will help to create a strong and memorable impression on customers.
Why merchandise with baskets, specifically?
1. Baskets are having a moment. As consumers have increased their foot traffic to farmers markets and garden centers, this local, homey feeling is resonating. Add to that an influx of home organization products and television programming, and people are reaching for baskets for practical and decorative reasons.
2. Baskets aren't intimidating. Your customers might not know how to reach in a cooler and arrange roses and dahlias perfectly, but they likely can select items for a basket. They can understand what fits and envision the compact or overflowing presentation they are looking for. They feel like they designed it and take pride in sharing that story.
3. Baskets create a multisensory experience. The best merchandising does more than focus on what shoppers see, it also impacts their other senses. Tactical items with a lot of texture, like baskets, draw them in further.
Displaying baskets in a way where shoppers are encouraged to engage with them is even better. Placing items nearby that can fit in and out of the basket and help them to see how they can assemble their own unique gift, will win them over. 78% of consumers say the opportunity to try and item influenced them to purchase it (Source: Inspira Marketing). That’s more than three-fourths of your walk-in traffic that you could be converting to a sale!
4. Baskets allow customers to personalize. The aspect of personalization and handcrafting is soaring in the USA. 80% of consumers are more likely to make a purchase from a brand that provides personalized experiences. The goal is to ignite the shopper’s imagination and create a cohesive, personalized experience – one where the choices aren’t overwhelming, and they can’t make a mistake. Keep it easy!
5. Displaying baskets gives them a higher perceived value. Merchandising baskets with the same importance as the gifts and the flowers in them increases their value. The basket is no longer simply a vessel for the gift, it is an integral part of the gift. It’s color, material, shape and size add to the overall presentation. By merchandising with baskets, it reminds consumers that this is an important part of the presentation and selecting the basket is important. By displaying the basket, it is no longer a back-room mechanic – it is part of the overall design that you aren’t hiding! Profitable shop-owners price their merchandise on perceived value, not by a formula alone.
So, how can you merchandise baskets in an intriguing way?
Building Your Display
- Create a focal point. Just like in floral design, displays need to follow basic design principles of rhythm, movement, etc. Use different levels and heights. This will make your display more dynamic and interesting. Consider the size, shape, and material of the baskets for texture and color. This will make your display more visually appealing.
- Group your products with intention. You want shoppers to understand how the products in your store might pair with one another. So do the work for them by grouping products strategically. People want to feel they have curated the perfect gift that only they could create. (When, in fact, you have empowered nearly anyone to be able to do it!) Layer in non-basket products that are popular, profitable, and complementary. If a basket fits wine or coffee beans perfectly, signal that with the other items on the display. You may also want to include seasonal items or gift-worthy products like aprons, trays, potted plants and more.
- Add a personal touch. Finish your basket display by adding personal touches, such as faux flowers, greenery, or ribbons. Be careful to ensure that they don’t keep customers from interacting with the display, though. People don’t want to be scared to disrupt or break items. The right number of flowers and plants makes a display more inviting.
- Keep your displays fresh and updated. Change your displays regularly to keep customers interested and up-to-date with the latest product offerings.
It’s easy to get caught up in your floral designs and gift baskets and forget about the importance of in-store displays. So let this be your reminder. We are rooting for you!
Want to really lean into the art of using basket for merchandising? Check out how high-end homes and retailers are using baskets for ceilings, gallery walls, entryways and more!
https://www.housebeautiful.com/design-inspiration/a38474469/ceiling-basket-decor/
https://www.bhg.com/decorating/home-accessories/tips/basket-wall-art/
A collaboration between writer Laura Vitale and Sarah Botchick of Pioneer.
