08.23.2007 — The power of product merchandising is undeniable, especially in an industry as dynamic as consumer electronics. Merchandising improves the customer experience and increases the likelihood of a sale.

According to the Consumer Electronics Association (CEA), today’s U.S. homes have an average of 25 consumer electronics products, compared to 1.3 in 1975. Spending is also expected to reach $2,000 per household this year.

Strategic merchandising for electronics, therefore, is more important than ever.

Here are a few tips for effectively showcasing consumer electronics in order to improve your customers’ shopping experience and boost your bottom line.

Create a Hands-on Experience

Go beyond simply displaying the merchandise. Provide customers the opportunity of interacting with products.

Be Simple and Direct

Keep your point-of-purchase and product display information succinct so your customers can easily understand it. Use simple, honest and direct language to inform and educate customers.

Technology is complicated. It’s your job to help consumers comprehend information and feel well-versed before making their final purchasing decisions.

Highlight the Benefits

Since technology can be confusing, tell customers what they will get from the products in question. Interact with shoppers in a way they can appreciate and understand.

Clear and concise product display information, coupled with a knowledgeable sales staff, greatly improves the customers’ in-store experience. Train your sales staff to listen to the customer and showcase products featuring the benefits that best meet their needs.

Appeal to Your Customers

Intuitive video and audio selections allow customers to identify with products and also with your staff. Something as simple as what is playing on a flat-panel TV when they look at it could end up influencing a buying decision. Create an atmosphere that allows customers to visualize products in their homes.

Customers are more likely to be drawn to a product—and a retailer—that instinctively knows how to help them make the best purchases to suit their respective lifestyles. Enhance the shopping experience and nurture customer interaction by incorporating content that will appeal to your particular shoppers.

Listen to the Locals

Your local sales staff has the most immediate contact with your customers. Their insight, therefore, is invaluable.

Ideas come from anyone who interacts with your brand. Make it a priority to connect with the staff in each of your markets and pay attention to what is going on locally. It just might reveal your next merchandising opportunity.

Jim Pearse is senior vice president of merchandising of Colorado-based specialty consumer electronics dealer Ultimate Electronics.