Spotlight on Store Fixtures and Lighting

Arranging for a Sales (From page 164) store, followed by tote bags and T-shirts. The goal for displays at the Kentucky Derby store is to create an open space where items lead the eye around the store in a way that isn’t overwhelming. “Our spotlight sections highlight Bourbon or glassware, for example, and we group items in themes around the store. We also put an emphasis on local vendors by featuring information about where the items came from so that we can tell

“Our spotlight sections highlight Bourbon or glassware, for example, and we group items in themes around the store. We also put an emphasis on local vendors by featuring information about where the items came from so that we can tell a story. It makes customers feel good about their purchase when they know who they’re supporting.”

- Kristina Gerard, Kentucky Derby Museum,

Louisville, Ky.

a story. It makes customers feel good about their purchase when they know who they’re supporting,” Gerard explained. Due to the unique shape of the store, the retail team has also had to be creative when it comes to arranging merchandise. They rely on color to draw and keep customers’ attention. “It’s been a puzzle in progress learning how to best utilize the space. Keeping the customer flow in mind is key, as well, because as a tourist attraction, we get waves of large groups stopping in the store. We have three points of entry/exit, which presents another challenge in a tight space. We make sure we have the best layout possible so that we can still assist people while other guests flow through to shop,” Gerard said.

Grouping like items together is a successful way to encourage upselling. Gerard utilizes this method at the Kentucky Derby Museum store. “For example, one of our main themes is Bourbon, so if someone is looking for a certain Bourbon brand, we also have items that correlate with it, from Bourbon ball candies, to Bourbon grilling spices, to rocks glasses, to Bourbon themed tea towels and more,” she explained. Bundling items, or offering a discount on a package works well at the Baseball Heritage Museum. “Our patches are $8, stickers are $5, pins are $5, and if you get all three, it’s $15,” Rodriguez explained. “You always want to suggest more. Our docents are pretty good at that. People…have their favorite items, and they’ll always point shoppers in that direction. Using our newsletter subscriber list and making sure we announce every time we get new merchandise in [has helped].” He added, “It never hurts to remind people we’re a nonprofit. We keep our doors open through generous donations and purchases at the gift shop. Sometimes that’s good enough for people to buy more. We educate them gently about our nonprofit status.”

The items at the USGA store work well on their own, but there are always opportunities to suggest other items. “Being a golf museum, people sometimes come in who are not golfers themselves but are looking for a gift. I can say to them, ‘This is a very nice golf towel’, and direct them to a nice divot tool to go with it,” Geppert said.

Creating the displays is usually the responsibility of a select few team members. “My store manager, Ronelle Tajalle, and I work together on our displays,” Gerard said. “Ronelle has a background in visual merchandising which means she has a keen eye for designing aesthetically pleasing displays that not only look great but work in our space.” Though still focused heavily on the brick-and-mortar retail store, The Kentucky Derby Store has boosted their online presence significantly in recent years. “We have amplified our online sales through ecommerce and the power of social media. Great photography goes a long way, and sometimes this means taking items we want to feature out of the store and into a pretty space for a nice backdrop. For instance, we took a gorgeous clutch and made it pop with flowers in the picture with it. Bourbon-themed socks on a Bourbon barrel, an equestrian pillow in a leather chair, bejeweled horseshoes in front of the Twin Spires™ are other examples,” Gerard said, adding, “While we have a professional photographer on staff who can help out, often times our social media team is snapping pictures with a smartphone, so anyone can make this effort to see a big change in how your product is presented online and on social media.”

It’s all about offering a wide merchandise selection that reflects the organization and appeals to a wide customer demographic. Geppert said, “I’m a big believer in explaining to the customer what you have, then letting them go on their own. Sometimes they pass other items and say, ‘This will go really well with that’. We have a wide variety of merchandise—it’s easy for someone to gather several medium-priced items to make a gift.” ❖