12 Merchandising Article Make an Immaculate Impression with Multifaceted Messaging by Kyle McCormick, Merchandising Specialist Fig B One of the most important aspects of establishing a business is developing your brand. Messaging is a critical element of achieving this goal. Sales flyers, general signage, wayfinding signs, social media and other messaging all get the core of what your business represents. When it comes to signage, NTP-STAG encourages using physical and digital messaging to meet this need and sell the best versions of your products and services from your business and beyond. The impression of your store starts before you set foot in the door. How would you like to feel walking into an RV storefront? Would you want to see a selection of interesting campers out front? Would you want plenty of parking, clean spaces, and the business hours clearly listed? What you have at the front of your dealership can influence how a customer feels about your business and is your first opportunity to establish a positive professional relationship with your customer. At many name brand retail stores, a customer will generally be greeted with a wide area containing physical or digital signage that attempts to capture interest without feeling constricted. We believe that this technique can be adapted to a specialized retail storefront area like an RV parts store to achieve the same sort of inviting, comfortable impression for your customers. Having an open space with a visual element such as a welcome sign, a small kiosk, or even a small display can help draw interest and give a welcoming atmosphere to the rest of your store. (Fig. A & B) your storefront, how do you want your parts and product shown to them? Do you want your parts organized, priced accurately, and presented in a front and center manner? Do you want your products to sell themselves? It turns out that sometimes, the products really do sell themselves! In fact, nearly two-thirds of all in-store purchasing decisions are made at the shelf edge. (POPAI UK & Ireland, 2024). You can be a part of that figure by ensuring your products are front-faced and have accurate pricing. The retail industry is trending towards putting pricing on the shelf edge instead of on product packaging. This can be a bit of a hassle to maintain, but it’s worth aligning with the customer’s positive expectations. Easing the customer into a buyer’s mindset can help increase your sales. Your shelves edges can also draw attention with shelf talkers, colorful shelving strips, sign holders, and other shelf merchandising options. Contact our merch team at merchandisingteam@ lkqcorp.com to learn more! Fig A
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