Resort Show Section

Going Wild for Mementoes (From page 62)

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Merchandising, a key driver behind sales as it gives customers a much-appreciated visual aspect of products’ various features, is just as critical for on-site zoo and aquarium shops. It is often more challenging due to limited space, however. Tierney said, “[Merchandising] is important in a smaller space, but in a different way. You really have to get down to basics. Keep your product moving around the store. Sometimes one thing won't sell sitting in the basket on the wall, but if you move it to a hanging display in the corner partnered with a ‘biome buddy’ [animals from the same habitat or geographical location] it will sell out in a week.”

Tierney pointed out the shelf that goes all the way around the upper perimeter of the Henson Robinson gift shop isn’t merely an eye-catching display technique—it’s a necessity to store some of the bigger plush, with a few smaller versions scattered around the store for customers to browse. Even if the shelf is well above customers’ heads, Tierney cautions, “Always keep it neat—it

Kierstead says, “If you don’t have a clean, pleasant place to shop filled with reasonably priced items that are of interest to your customers, you are not merchandising properly. We want all our customers to have a great shopping experience every time they visit. A good display is accessible for both the customers and the employees. Most people don’t want to spend all day in the gift shop. They want to get what they want and go back to seeing all the wonderful animals we have here at Lake Tobias. The easier and quicker you make shopping for the customer, the happier they will be. A good display will also make it easier for the employees to keep it full, neat and tidy.”

Zoo and aquarium shop operators have faced many of the same challenges with just

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