David Biernbaum

BrainTrust Query: I Found One

December 22, 2009

FROM RETAILWIRE:
In a recent post, BrainTrust panelist Bill Emerson asked the question, "Where are the Merchants?" He's happy to report that he found one.... How do the merchandising skills of the department stores of yore translate to modern-day retailing? What adjustments must be made?      [more...]

The in-store experience is the most underrated aspect of successful merchandising. In this day and age of SKU rationalization, restraint of corrugate displays, slogans such as "We'll simply be lazy and match all competitors' prices," with all "me-too" logos, signs, and walls, etc, the in-store experience has become generic and very vanilla.

Retailers need to stop over-rationalizing and start thinking like merchandisers. The consumer is dying for an exciting and surprising shopping experience.