Creating A Merchandising Strategy When Designing Or Redesigning A Truckstop

A merchandising strategy as it applies to a remodel or a new build is a combination of numerous design and layout changes coupled with merchandising concepts.

When implemented as one fluid direction, it creates a quality difference in the customer’s mind by improving the customer’s shopping experience.

However, often during travel plaza and truckstop remodels or new store builds, the merchandising strategy is the last to be considered, if it is even considered at all. In speaking with NATSO member and non-member locations, there is often a lot of regret once the store opens because of this oversight.

The primary focus of your strategy should be to develop a store design that will promote and sustain long-term sales and profitability growth by enhancing product presentation. The best types of designs lead your customers, both shoppers and buyers, systematically through the store focusing on concepts that entice each potential customer to make buying decisions.

The key concepts that create focus in most retail operations are:

1. Differentiation or what makes your merchandising different than those down the interstate;
2. High visibility of “want” products placed where impulse can be had;
3. Stores that are clean and free of clutter;
4. Directed traffic patterns; and
5. Easily recognized departmentalization of products.

Obviously there are many additional activities that will need to take place in order to contribute to the overall success of your merchandise strategy once your location has been built or remodeled.

It is important, however, to not lose focus on those key merchandising elements that are critical to achieving your goals, specifically attaining your desired ROI.

1. Merchandising Consistency
2. Layout/Design Consistency
3. Adjacency Consistency
4. Visual Presentation Consistency
5. Category Management with Vendor Assistance
6. Pricing Strategy
7. Promotional Strategy

Stay tuned, I will expand on these elements in an upcoming blog. 

P.S. You can easily apply this thought process to food service strategy as well. As we have referenced for quite some time, a robust food service strategy and the tactics that support it, is a key for the modern travel plaza and truck stop. Without a robust multi-faceted food service program travel plaza and truck stop operators will struggle to gain and keep customers in this heavily competitive industry.

P.P.S. Undertaking a remodel or building a new truckstop? NATSO has many resources including myself, Paragon Solutions, DAS Companies and S&D Coffee & Tea, among others. Contact me at dschulte@natso.com and I'll connect you with the right resource for successs.

/// Be sure to read Creating A Merchandising Strategy When Designing Or Redesigning A Truckstop: Part 1 here.

Photo Credit: Amy Toner/NATSO