Auntie Kate The Resale Expert

The formal terminology is “adjacencies.” The resale word? Temptation!

Just like in this photo: If they’re

 buying beer, they need snacks to go with, right?

That’s what adjacency is all about. Put something in their line of vision that will remind them, persuade them, sway them into completing the outfit, the room setting, the activity.

You can suggest evening bags next to cocktail dresses, nursery mobiles near the maternity clothing, reading lamps hovering over comfy armchairs. Mulitple sales is your goal; adjacencies is your strategy.

Beware of letting category override how your customers shop. Yes, you have a lamp department… but what decorator, amateur or professional, would select a reading chair without giving thought to lighting?

Just be sure you’re really getting into the minds of your shoppers. After all, putting rainbow-sprinkle cupcakes by the beer doesn’t really work as well as that salami and cheese platter….