Merchandising: Astonish Your Customers With New Product Categories

Give the tested items the best possible chance for success. Position these new items/categories where customers will see them. Take the test seriously. Depending on the products, consider integrating the new items with some of your best-sellers in key hot spots. Consider testing them for more than one season. Customers need time to know you’re in a new business. (Consider one of the examples from above: Women looking for formal dresses might not think first of Ann Taylor. But after seeing the Celebrations line’s strong positioning in ads, store displays and Web campaigns, they will.) It simply takes time and multiple exposures. Don’t end your tests too soon.