This Month's Lesson: Matchmaking

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DEALERNEWS' "retail doctor," Jennifer Robison, takes so-so wall and floor displays and makes them eye-cathcing, giving them a mission.

Before: NO BENEFITS, NO DRAMA

This wall display lacks any excitement. It doesn't draw your customer from the designated path to shop this wall. Women's products are mixed in with men's, and sportbike apparel is mixed in with cruiser apparel lines. It doesn't show what's new. What items are waterproof, windproof, anything? Where are the signs that tell customers about these products? It looks like this dealership doesn't sell anything but colored jackets. This photo shows what a customer sees, not what you know you have on hand.

After: WELCOME TO THE SPORTBIKE ACCESSORIES SECTION

Here we have the same wall, only we have segmented the sport apparel into its own department. The display features men's and women's sport items on the wall and on the floor fixtures. We have moved the cruiser apparel to another spot in the showroom, and used the room to add sport gloves and helmets, which appeal to the buyers of sport jackets. It looks as if we have twice as many choices as before!

In addition, we've added a sportbike to catapult the "statement" of the display (besides, everyone likes to check out a bike), and positioned the floor fixtures to create an easy walking path to the wall.

Additional sportbike parts and accessories are displayed high on the wall.