Welcome to a brand new video in the Best Practices in Truckstop Merchandising blog series!
Every other Thursday, I share a video from Darren Schulte, NATSO’s vice president of membership, on one component of truckstop merchandising. Merchandising consists of how you organize the product in your store both physically and financially. With nearly three decades of experience in truckstop and travel plaza operations and merchandising, Schulte is a truckstop merchandising expert.
In today’s video, Schulte walks listeners through best practices in merchandising using the example of too much chrome. As always, he recommends knowing your customer and using that knowledge when building your sets.
The chrome set he is looking at in the video has a 24-foot wall set of chrome. However, the truckstop averages 200 customers a day. Of those customers, an average of 65% are company drivers and 35% are owner-operators. Thus, a full 65% of the 200 would never purchase chrome.
Schulte recommends reducing the set and replacing it with products like safety and cellular.
Tell us in the comments below: Have you cut back on your chrome inventory in the past few years? What else are you cutting back on?
Watch the last video, NATSO Best Practices in Truckstop Merchandising: Apparel here.
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