Epp shares merchandising principles

Bonita Springs, Fla.— Industry veteran Loreen Epp told retailers at the Kids Today conference here in June that a good customer experience is key to bringing more dollars into the store.

Epp, director of Retail Ideas for Kids Today's parent company Reed Business Information, was formerly senior vice president of merchandising for Levitz, where she helped launch nine free-standing Seaman's Kids stores. Epp told the audience that when merchandising their stores, they need to keep both parents and kids in mind. "The buyer is not the end user," she said. "Parents buy, kids use."

Epp also said that a positive experience isn't just about what the customers buy, it's also about how they feel. She then shared her seven principles for what she called a "great kids' shopping experience."

First, retailers must make a connection with parents and kids to encourage them to stay in the store. Ideas included keeping kids occupied by providing snacks or entertainment, such as television, movie or interactive games for kids to play. Epp said such activities give the store sound and motion. "It positions your store as an exciting store," she said.

Next, Epp said retailers need to create a visual experience by paying attention to how customers navigate through the store. Her tips included marking a path for shoppers to follow and grouping related items together to create a single idea, such as placing furniture, bedding and accessories in vignettes. Epp also suggested creating a lived-in look for vignettes by using props such as stuffed animals, backpacks and books.

Epp's fourth principle is to ban bland. "Kids need the 'wow' factor," she said. "What's over the top for adults fits kids." She showed examples such as lamps with feathers and baubles, and furniture with definite kid appeal.

The next fundamental also took on the idea of kid appeal, with Epp urging retailers to tell a story with their merchandising. She said murals were particularly helpful in creating themes. In addition to the more common sports and pink themes, she showed examples of vignettes done in jungle and Wild West motifs.

Storeowners also need to take advantage of the booming do-it-yourself trend and offer customizable products, Epp said. Some examples include restickable borders that can be placed on walls, lampshades and even headboards. She also suggested offering custom drawer pulls and monogramming. "All of these things can maximize profits and set the furniture apart," Epp explained.

Lastly, retailers must keep their merchandising current. Epp showed examples of recent trends, including beds and furniture that are low to the ground, retro patterns and geometric designs — looks that are especially appealing to tweens and teens.

"It's important to capture their interest," Epp said. "If you market to the child, the parents will follow."

Lorene Epp shared her seven principles of a great kids' shopping experience with conference attendees.