Bob Phibbs, the Retail Doctor® blog at Retaildoc.com

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I was in a CVS at the border between Huntington Beach, CA and Costa Mesa early Sunday morning looking for foot powder. I’d been on my feet too much during this trip and figured Tinactin would do the job quickly.

I spotted the CVS with their automatic doors open wide at 8am with their stated hours being 10am-10pm. Were they really open? I walked in.

Now I have to tell you, retail clutter is so prevalent in most CVS stores and their ilk that I usually dislike the experience. From the moment I walked in, this one was different. I could move. There was space. Heck, they even displayed things well.

I moved back to the aisle cleverly signed “Foot” to find Tinactin locked up like it was an expensive digital camera with the words I hate in retail, “Please ask for assistance.” I went back to the counter where Jorge was, “Can you open the Tinactin display for me?” He pleasantly said, “I’ll be right there.”

Shortly we were back and he was unlocking it. I asked, “Do these have a way of disappearing?” He answered, “Yes sir, we stocked it one day and it was stripped in the same day.  They took all the products out of their boxes and left the boxes.”

Wow!  Looking through the store you could see pride of ownership, even in a high theft market.  There was the furniture display that included a host of add-ons including traveling beach chairs, pads, towels and chips.

There was the end cap for Bounty paper towels with cleaner, a bag for holding the cleaner and  disinfectant spray.

Every aisle was well merchandised with plenty of space for the retail displays to make customers pause and consider the picture. Brilliant.

In the cosmetic aisle where you can hardly move in many convenience stores because they are so loaded with product, this store had a simple table with one manufacturer’s sun care products in different heights with coordinated gift bags. Very smart.

Consider the difference between this store in Huntington Beach, CA and the one in Hudson, NY for Lindt chocolates.  On the left is the one in Huntington Beach which features cards, Korbel champagne and  Lindt chocolate.

And this one on the right, same display unit in Hudson low on product with competitors cheaper products at the bottom and beef jerky taped to the side.

Which one do you think sells more product?  This is always the dilemma for manufacturers displays – you put this great unit out there but what does it end up looking like in the field? Not to worry in Huntington Beach CVS – these guys and gals should be promoted as great ambassadors for your brand.

The care employees take with you merchandise during a recession can really make a difference in your sales.

Wanna learn more about merchandising your store?

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