American Stationery Inc.

Merchandising: Don’t Be Boring
January 1, 2007

Customers want to be stimulated, surprised, intrigued, involved, entertained and loved. “Just don’t bore them,” says Kevin Roberts, author of “The Lovemarks Effect: Winning in the Consumer Revolution” (powerHouse Books, 2006). As you draw up merchandising plans for the new year, use these words as a lens to view all brand-enhancing merchandising strategies. You’ll be surprised to discover you usually have more work to do to be truly customer-centric. Below are six timely merchandising strategies to focus you on delivering an inspired merchandising experience. 1. Break through your customers’ continuous partial attention (CPA). Customers not only are multitasking more these days,