Tweak #081: Shelves With Higher Standards - Part II

In part II of this "Shelving Standards" mini-series, let's explore what stops your customers from going all the way. What inspires the most casual browser to stop about one-third of the way in and leave? And how can standards help with that? We're looking particularly at floor fixtures and a tiered display in this episode, with three keys to success. Click now to continue the Shelving Standards exploration!

Episode Transcript

(00:02):
Last week we outlined lisa gazaschi's brilliant shelving
standards from bookline booksmith what a difference they're
making in our shop at plenty it is so cool our sales
are actually up and i credit this shelf protocol
with the difference today i'd like to add a few notes from others i've collected
shelving standards part two hi i'm lisa uric this is the two-minute tweak something

(00:22):
small this week that i hope brings big results for you yesterday i was in book
the book our bookshop and watched five different skimmers come in.
I'm referring to those curious but have no idea what you are,
people who wander into the shop.
We've talked about a low-tech heat map and I was kind of doing that in my brain.
I watched, they entered, looked to the right, meandered toward the middle and

(00:46):
about a full third of the way into the shop started circling back for the exit by nothing.
Yesterday was a good sales day. The numbers would say we did well but watching
these folks, I saw opportunity.
What was making each of them feel like they'd seen everything and take a turn
for the door, missing two-thirds of the shop?
I stood in the spot where they were turning around and looked.

(01:07):
Before me were a lot of pretty shelves with carefully placed books,
but nothing spoke, nothing beckoned.
It was too much, which made it nothing at all. So we worked on something that
would draw folks forward.
A three-tier shelf we turned around in a different direction and gave a simple
narrative to the display.
We took a brightly colored book about making things that and made that a title,

(01:30):
if you will, making things and cascaded connected books from there.
Immediately, customers in the store started touching them like right away.
So here are some shelf standard editions for tiered tables and special displays.
Edit like crazy. Too much
is just noise distraction a middle mouse no
matter how wonderful the books and then make sure

(01:52):
that there's a clear narrative thread one book title that says what the display
is about the great chef you are feeding yourself well making things if they
can't detect a main idea in two seconds it's not sufficiently clear for the
casual browser then last color matters covers Lovers matter.
Heights and eye level matters.

(02:15):
So we elevated a particularly attractive floral book and sold them out immediately.
They were expensive. They had been there for weeks unmoving.
The moment we elevated them, they moved.
So I'll save more for a part three on shelving standards. For this one,
one clear narrative message with attention to editing the space and removing
visual clutter is the thing.

(02:35):
Where are folks stopping and turning around in your store? Let's take a peek
and see how we can help more people find their books this.
Music.