Getting the balance right on how many items to include in your display is important. It is easy to have too few or too many items, which can damage the presentation and a customers impression of your business.
It's also important to be consistent throughout the shop. That is, whatever you decide to do, do the same for all your products.
All businesses are different, so in order to determine how many items you should have in your display, ask yourself the following questions:
1. Is my product high end or lower end?
Higher end, means you need space around your product so that it can breathe. It's usually of high quality & you need to be able to show this by displaying the product with space around it.
Lower end, means you will sell through more stock, therefore need more out on display. You can stack this high. It does not require as much space.
Unsure where you sit?
See which list below best describes your product:
- lots of stock
- lesser quality
- value for money
If you related to List 1, then the product you sell is higher end. So, the less you should display.
If you related to List 2, then the product you sell is lower end. So, the more you should display. So, you can display more.
Some of you may find that some product in your business that are higher end & lower end. This is fine, just display according to where each product sits & be consistent with that particular style.
2. What is my stock turnover?
If you sell 10 of each item a day, you may want to keep higher stock levels of this product on the shop floor to avoid losing sales and having to replenish constantly. If you only sell one per week of a particular item, you could get away with one to two on the floor.
High turn over = display more stock (approximately 5-10 units)
Low turnover = display less stock (approximately 1-5 units)
I find that three to five items in the same style is more than enough to have on display. For products which run in sizes, you should have at least one of each size on the shop floor and 2 of your most popular sizes. Where you can, try and keep this consistent through out the shop.
However, there are a few exceptions to this rule:
1. Sometimes having product out in two places just works! You might need to fill the space, or you may find it advantageous to repeat the product to get colour/size balance and make your wall section or collection look better. I have done this many times in the businesses I've worked in. At periods when we are low in stock, we've repeated a few key styles. Try and use a best selling or new product to do this. Importantly, only do this if it improves the space.
2. Avoid repeating items a customer would want to be 'one of' items such as framed prints, expensive shawls, wraps. In a fashion store it might be an expensive, unique dress or jacket. Feel free to repeat less expensive, basic items.