Merchandising: Don’t Be Boring

Although micromarket merchandising has intensified, some best practices aren’t so new. For instance, Jon Medved, recently retired president of Chef’s Catalog, once sold a small U-shaped alligator clip as a jeweler’s tool when he was a merchandiser at Brookstone. “We discovered that this product was being purchased by model builders as well as jewelers,” he recalls. “A little product found a small, but important, underserved micromarket.”