PRESENTATION

The shops let customers know that their purchases go toward helping the turtles, Fratalia says, and stock items from “blue vendor” retailers that give back a portion of their profits to the cause of sustainable seas. “Customers will spend more for conservation-related products,” she said.

For design ideas, “think about where you love to shop,” suggested Fratalia. “What is it that you like about it?” She added, “You’re asking people into your home, so make it clean and inviting.”

Like Hale, Fratalia reminded attendees that “the last thing your customers will remember is their experience in your store.”

A Retail Overhaul At Margaritaville Resort

William Hill, manager of the Margaritaville Resort gift shop, completely overhauled the 1,700-square-foot space since he started there in June of 2022, transforming it into a high-end boutique.

“In resetting the store, I remembered the adage ‘dress for the job you want, not the job you have,’” said Hill. He talked about how grocery stores are laid out, with the milk, eggs and meat at the back. “People come in for the staple items, but to get to them, they have to walk through the entire store. So put your high- demand items at the front but also at the back.”

“People want to buy where they stay,” added Hill. “Why would they buy a beach towel from me when they can get one at 5Below for $5? Because mine says Margaritaville on it.”

Hire people for their personality, he advised. “Make sure they approach customers, walk and talk with them and don’t just hang out behind the counter. Have them act like personal shoppers.”

Hill will share more on his employee strategy at the next conference.

Hill’s main advice: “Have fun with it! People want to buy when a store is a performance, so treat it like a Broadway show. Tell a story. And don’t be afraid of failure — be terrified of regret.”

More in store

Michael Hale, owner, founder and creative director for Los Angeles-based retail consulting firm, Retail REHAB returns to the Coastal Connections Conference, Oct. 22-24 at the Margaritaville Resort, Orlando, for an in-depth session designed to take your store’s visual merchandising to the next level.

During Visual Merchandising Tips and Tricks, Tuesday, Oct. 24 from 9-10 a.m., Hale will help attendees learn how to create visual merchandising presentations that capture the coastal vibe, while creating opportunities for increased sales. This how-to session will give you new inspiration and actionable take-aways to super-charge your visual merchandising strategies and visual displays! Hale defines visual merchandising as the use of techniques and strategies to entice your guests shopping behavior. In this can’t-miss session, Hale will cover: The use of color theories in visual merchandising; Strategies with appropriate stock levels; Strategies with product placement/accessibility;

• The use of display props;

• Strategies with fixture placement/store layout;

• And, how to create your own Visual Merchandising Guide.

Hale will also be giving one attendee a free one-hour on-site consultation. The winner will be drawn after his presentation. For more information and to register, visit www.coastalconnectionsconference.com.