Roadblocks cheat sheet
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The further the customer gets into the store, the more pool relevant the roadblocks can be. Use them by the entrance; make sure they are out of the decompression space on entry (two steps in either direction of the door). Make sure products that are located here are fun and useful to all customers that shop at the store. Do not be afraid to put premium items up front with hefty price tags. This helps to get the initial price shock out of the way so items seem less expensive the further they get into the store. Car dealerships are masters at this manoeuvre.
- Be sure to departmentalize the roadblocks. For example, hot tub fragrances are in the hot tub area, or those swan pool floats are in the pool area. This may seem simple, but this author has seen many cases where products are intermixed throughout a retail location. This will only serve to confuse the customer.
- Place new items that have not been sold before or merchandise that complement products around them, along the path to purchase routes. Good examples of these types of products include: Bluetooth speakers, light-emitting diode (LED) lighting, and outdoor games.
- Keep in mind the further the customer gets into the store, the more pool relevant the roadblocks can be. For instance, robotic cleaners, pool lounge chairs and, yes, even those stacked buckets of chlorine tablets at the water testing counter.
- Do not be afraid to duplicate items either. It is okay to have the same products located in two or three different areas of the store. For example, grocery stores have candy in the main aisle, at checkout, season aisle, and even by the marshmallows to make s’mores. Therefore, if it makes sense, duplicate.
Roadblocks can also be seasonal. Again, look at how grocery stores capitalize on this. For this example, those who live in snow belt areas can relate, as they will see snow shovels, salt, gloves, etc., scattered throughout a store. This is an excellent way for grocers to capitalize on the season while making the store look fresh, different, and relevant.
To all appearances
Many retailers rely on the pool closing season to give them that last boost of revenue before winter arrives. They do this by transitioning the store to not only look great, but also to increase revenues during this season; however, it must start with a plan. The pool closing season does not need to be a two-month quiet period and it should not be an excuse for the store to look like a flea market either.
At this point in the season, many of the summer items typically stocked during the pool season have been sold; however, consolidating any remaining products into one area of the store is a mistake. Consumers do spend money on ‘deals’ and off-season merchandise this time of year, e.g. buying a winter coat in the spring, or a swimsuit in the fall for next year. When displayed correctly, customers will buy pool floats, robotic cleaners, and other related products during the off-season.
Therefore, instead of consolidating, do the opposite—spread out the merchandise. Start by purchasing smaller display hooks for use during the off-season. (Many retailers use 203-mm [8-in.] to 305-mm [12-in.] hooks during the season, which is fine.) As the pool season comes to a close, switch up the displays using 102-mm (4-in.) hooks. The products will have less depth on the wall, but more breadth. In fact, it will make that particular section of the store appear as though it was just restocked. This author has used this trick successfully when helping people open new stores.
