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retailing and merchandising
for success
Merchandising your retail area is critical
to the success of your center’s image
and retailing success. Presentation is
everything, so properly showcasing
Dermalogica will make your center stand
out. Whether you are a skin treatment
center that caters solely to clients
interested in healthy skin, or are a full
service salon, Dermalogica can help
you expand your bottom line through
retail and merchandising. Introducing
new merchandising elements will be an
initial investment for you, but updates
are easy and inexpensive as most of the
fixtures have been designed to be easily
updated. This will create a fresh new
1 2 3
look in your center instantly and help
increase sales.
1 2 3
Follow these try basic merchandising
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guidelines:
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1 2 3
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2010 1. Clean your surface before you start.
2. Map and plan out all merchandising moves
before you begin.
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1 2 3
3. Dermalogica should be merchandised in a focal
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area within your account.
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4. Ensure all Dermalogica products are easy to
try access and are merchandised in order of use
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1(see 2 3 schematics). Never lock products in a
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cabinet or place behind 2010 a counter.
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2010
5. Products should be well stocked and straight.
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Use me! a wooden 2010ruler
to straighten and even out
products.
1 2 3
6. All Shelf Talkers or Tester Units should be clean,
and testers 1 should 2 3 be full, clean and easily
accessible.
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7. Best-selling products should be merchandised at
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eye level. me! 2010
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2010
2010
2010
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8. Ensure testers are in front of corresponding
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2010 products and me! are clean 2010 and full.
9. Use merchandising signs and sign holders
whenever possible to enhance displays and to
communicate to the consumer.
10. Always use current merchandising collateral
pieces to ensure your presentation is up to date.
11. Create a hot spot at your cash wrap or high
traffic area to highlight a launch, focal product or
promotion. Utilize merchandising pieces shown in
this guide to create impact at your point of sale.
12. Always display groupings in 3’s or 5’s; tallest
to smallest, creating a pyramid shape. This will
provide balance to your displays.
13. Cleaning tips for acrylic merchandising elements,
acrylic fixtures and Tester Unit Shelf Talkers:
Use Swiffer ® 1 2 3
dusters, a soft cloth and soap and
water. Do not use glass cleaner – it will damage
the acrylic!
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the book
business section | building a successful business with dermalogica! 7