For New Buyers #7

To a new buyer, it is logical that everything one buys to sell to retail customers should be huge winners. After all...that is somewhat the definition of the job of a merchant, isn't it? Everything a retailer places on the showroom floor should result in sale after sale after sale...shouldn't it? Actually, no. Blasphemy, you say.

Merchandise to Say ‘NO' To

I've written about this several times before but if everything in the assortment is a winner, then it's a pretty good bet that the selection that the customer has available to choose from will be limited at best. No doubt about it, neutral colors will probably be the best sellers. But, should every piece of upholstery be covered in neutrals. Most regions have style classifications and finishes that will probably be more dominant. Should everything offered be representative of those styles and finishes? On so many occasions I have been on retail showroom floors and seen setting after setting of earth-tone leather, bustle back sofas at the same price range if not the same exact price. How many does one store need? Are they not duplicating efforts (at the expense of another style or color that might not sell quite as well but will still ring the register?)

One way to look at it is that a customer seeing a selection needs merchandise to say ‘no' to. Suppose you are in a clothing store interested in a new suit. You see a beautiful one hanging on the rack...but it's the only suit in your size from which to choose. My guess is you will pass on it simply because you weren't given the opportunity to make a choice. You walk into another shop down the road and see the same beautiful suit hanging there along with fifty others in your size. You will probably plunk down your credit card. You had a choice. You don't know that twenty other customers selected the same suit; just that you liked this one best.

Don't get me wrong. I am not for a minute suggesting that as a new buyer you assort merchandise that won't sell. Just that everything won't sell at the same rate; and this is a good thing. You've provided a selection.

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