How to Make Them Work For You.

What separates the most successful shooting sports retailers from those who never seem to hit their sales and growth targets?  In a word, merchandising.  Step into the best stores around the country and - if you know where to look - you'll find strategic merchandising in action.

Following the same carefully planned strategies used to sell everything from groceries to garage door openers, from luxury cars to laptops, smart retailers create an environment where today's more savvy customers can easily find the information and products they're looking for.  And even many they didn't realize they needed!

Ideally, a customer who walks in to purchase a firearm or ammunition might walk out with his original planned purchase plus targets, cleaning products, game calls and other accessories - thans to effective merchandising.

Try these proven strategies to better serve your customers while increasing sales and profits:

1.   THE EYES HAVE IT.  A cardinal rule of merchandising is to place fast-turning items at eye level, so customers browsing the aisles can easily find them.  This of "consumable" items that shooters and hunters always need to replace, like targets and cleaning supplies, key accessories and "specials" that are priced to move.  To maximize product visibility and increase your profit-per-square foot, make good use of end caps and free standing displays to effectively group related products to encourage multiple purchases (such as eye protection, ear protection and targets).

2.    MAKE YOU P.O.P. POP!   Enthusiasts love to get information and learn about the advantages of products they're considering buying, so the best point of purchase (P.O.P.) materials provided by manufacturers not only attract attention to specific products, they help sell the products.  Think of P.O.P. as a silent salesman - and remember that this type of retail marketing both adds value while heling keep staff costs low - all while overhauling your store's image.  Dress up your store and turn every square foot into a sales message with counter cards and mats, floor stand P.O.P., laminated product spec sheets, "Take One" brochure displays and manufacturer catalogs.  Don't assume your customers know all about the products you carry - you can't always count on them to ask.

3.    MAKE IT ACCESSIBLE.  Having to ask a salesman permission to see or feel a product can be a natural barrier for some customers.  Try placing appropriate products like binoculars, scopes, range finders and other optics where customers can see, touch and evaluate them ( under supervision, of course) to achieve higher sell-through on your promotions.  At upscale firearms retailer Heritage Arms in Salt Lake City, Utah, Blaser rifles and other premium guns line the wall where customers can pick them up and feel the quality for themselves.  "If I'm trying to seel somebody a $12,000 gun, I want him to handle it - so he'll know why it's worth $12,000," said Aleko Jensen, co-owner of the highly successful family-run business.

4.    CREATE AN ATMOSPHERE.  Successful retailers make their stores welcome spots where customers whant to hang out on lzy weekends, swapping hunting stories, planning trips and gearing up for their next big adventure.  Plus, simple tactics from greeting your customers with a smile to selecting effective and comfortable lighting that makes them feel at home is key to extending their visits with you.  And don't forget to keep up to date on the latest industry trends and hot ticket items, so you can provide an elevated level of service and information while shooting the breeze.

5.    AIM FOR IMPULSE SALES.  We've all done it - you're waiting at the register or heading towards the door when something catches your eye, and the next thing you know, you're adding something to your basket.  Astute merchandisers place small, relatively inexpensive items and accessories near the exits and checkouts to capture the customer's attention and increase "add-on" sales.  Products like how-to books and outdoor magazines, scents, calls, snack foods and other items can really add to your bottom line over the long run.

Finally, remember to stay flexible and open to experimenting with merchandising strategies.  Don't be afraid of change - repositon products, try new displays, increase your use of the best manufacturer P.O.P. materias.  Over time, you'll find out what works best for your store layout, your customers and your geographical area - and the results will speak for themselves.