What Is Your Best Display Tip?

As the saying goes, most of a business’ success relies on “location, location, location”. This definitely applies to the apparel merchandise in resort stores. Although a consistently strong seller, resort store managers often have to work within limited space to arrange eye-catching displays.

Merchandising is one of the most creative and effective aspects of retail. Customers are drawn to the visual presentation of a store’s inventory first; the items’ features will ultimately decide the sale. Product placement is also critical. “Display [apparel] in an area that is highly trafficked and an area where customers have the opportunity to feel the items,” recommended Jaimee Boyle, manager, The Sea Shell Resort and Beach Club, Beach Haven, N.J.

To boost sales of both apparel and sunglasses, Gift Shop Supervisor Robyn Daniszewski of Audrey’s Gift Shop at Pink Shell Beach Resort and Marina in Fort Myers Beach, Fla., recommended putting the newest merchandise front and center so it’s clearly visible for customers.

Due to limited space, Emily Fassett, owner of The Deck Shop @ Water’s Edge Resort, said he and his team have had to be creative with displays. They have merchandise in multiple locations to keep it visible throughout the resort. “In our gift shop there is very little space to hang an item for display; it is a wall of built in shelving with folded piles of our logo wear. What we did was add a four-way rack to our hotel lobby just outside the gift shop so we can showcase those seasonal and/or new items that I feel will be a hit with our guests,” he explained.

Retail and Rental Manager Ryan Fanelli of Bear Creek Mountain Resort & Conference Center in Macungie, Pa., advised, “Choose carefully what is seen through the windows and change the display often.” ❖