Retailers have a love-hate relationship with spinners. While some have a rule of no spinners, in many situations they are necessary.
Here is advice designed to help any retailer make the most of the spinner opportunity.
- Keep them tidy. Duh! This is very basic advice. But it needs to be said. Daily you should have your spinners checked and tidies. Move products to the front, keep products clean, pose products to show them off, if appropriate to the products.
- Keep them full. A half empty spinner will not work as well as a full spinner. This is retail 101.
- If you plan to keep a spinner for the long term, order stock regularly to keep it full. We know that a full spinner usually achieves around 20% more sales than a half empty spinner.
- If a spinner is a one-shot – get it in, sell it down, take it off the floor – once it starts to look empty, consider taking all stock off and placing it elsewhere in-store. Leaving it on the floor and half empty will hinder sales.
- Move your spinners. One a week tweak spinner locations to keep your shop floor story fresh. Have a plan. Don’t move them just to move them. Move them to drive sales – to get the products considered by people who may have missed them so far.
- Respect the brand. Never put product on a branded spinner that is not from the brand. Not only would such a move disrespect the brand it makes you look like an unprofessional retailer.
- Use thoughtful adjacencies. When placing spinners next to each other, think about the shopper and what they are looking for. This will encourage a shopper attracted to a spinner to consider the products on the spinner next to it.
- Avoid orphans. There is nothing sadder than a lonely spinner at the back of a shop. It’s usually half empty and looking tired and sad. It does nothing for the products or the business. Find it some friends or remove the stock and throw the spinner out.
- Spinners have a limited life. While a spinner for which you no longer have the original product can be useful for displaying other products, don’t work the poor thing beyond its useful life. Hideously bent wire, cracked and broken pockets, no signage, seriously chipped paint, broken casters … these are all indications that the poor old spinner ought to be tossed out.
- Leverage traffic hotspots. This only works with certain products on spinners – locate the spinner next to high traffic generating products such as weekly magazines, newspapers, lotteries etc. The products need to be products shoppers of the destination items will purchase.
- Leverage seasons. Around your cluster of cards for Christmas, Mother’s Day, Father’s Day etc place spinners with products appropriate to the season.