What You Show Should Parallel What You Intend to Sell

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The single most important measure of a retail store’s success is sales dollars per square foot. Maximizing this will directly impact the bottom line positively. That means that everything has to be carefully taken into account before a customer walks through the door.

All items that you have on the shelves and walls need to have a justification as to why they exist in the space that they do. If your focus is more toward corporate awards, make sure that the showroom reflects this trend. There is no need to have multiple bays of trophies if ultimately, they are only a small percentage of the total output.

Make sure that the percentages hold. If you project that 20 percent of your overall sales will be trophies and 80 percent will be corporate, your showroom offerings should parallel these numbers. Just do not lose sight of the fact that even the 20 percent is important to your aggregate total, and make sure that in the small space assigned to trophies you show the smartest display possible.

A smart display of trophies should include multiple sizes, styles, and colors and include examples of completed trophies in different events. No need to have all events, but pictures or graphics would be nice. 

-Eric Priceman, Victory 

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Eric Priceman

Eric Priceman is President of Victory. In his almost three decades in the awards and engraving industry, he has traveled extensively, both domestically and internationally, visiting customers and suppliers. He is happy to share his unique perspectives of the industry, both past and present. Please feel free to contact Eric by email at or by phone at 773-637-7777 ext. 228.

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