Seasonal Display There is a lot of patriotism among consumers lately. Merchandising master Denis Caldora explains why forming a special area in your showroom is important. Many Americans are concerned about the unemployment rate and are distressed that so many jobs have gone overseas. I say, let’s keep our money in America and make an effort [...]
Seasonal Displays: What to do After Market
by | February 5, 2013
This is the third installment in a three-part series by merchandising & sales expert Denis Caldora centered around the Dallas Market. • Review Your Market Purchases If you have been reading my past two articles, then you will have already photographed your displays before you left for January Market, brought your binder of photos with [...]
How to Shop the Dallas Market
by | January 11, 2013
Merchandising and sales expert Denis Caldora provides tips on how to make smart buying decisions at market. Do Your Homework Before you leave for the Dallas Market, take a look through recent editions of the Home section of your local metropolitan newspaper to observe the furniture trends in your area. Then go online to [...]
December Displays: How to Maximize Your Market Dollars
by | December 5, 2012
Before you go to the Dallas or Las Vegas Market, you need a shopping list. Denis Caldora explains How To Maximize Your Marketing Dollar. Make a List You need to know what you have on display, and what is in stock, so you can show complete styles that tell a story. In these hard times, [...]
Seasonal Display Ideas: Track & Recessed Lighting
by | October 30, 2012
Merchandising specialist Denis Caldora shares his strategies for creating maximum impact in minimal space. First of all, this category is so important that I truly believe it warrants having a designated room/section to show the products best. However, I understand that many showrooms today are tight on space, so I have prepared some alternatives. Demonstrate [...]
Seasonal Displays: Making the Most of Mirrors
by | October 1, 2012
Merchandising maven Denis Caldora travels the country teaching lighting showrooms how to maximize each category for greater profit. Here’s how to improve your mirror mix. Create A Wall Of Mirrors You remember the carnival attraction called the House of Mirrors, don’t you? Well, how about devoting a wal (or a large portion of a wall) [...]
New Ways to Display Ceiling Fans
by | September 3, 2012
Denis Caldora shares some of the merchandising tips he employs while making fan departments. Hang Ceiling Fans at Different Heights When you hang all of your ceiling fans at the same level, it’s virtually impossible for consumers to isolate the various styles separately. Bringing a decorative fan down to a level where customers can [...]
Denis Caldora: How to Boost Your Kitchen & Bath Sales
by | May 16, 2012
Merchandising & sales expert Denis Caldora reveals strategies for improving your kitchen and bath lighting sales immediately. A wall of vanity strip lights is so last century Take a look at what’s happening in the home décor industry today and see what non-lighting retailers are doing with our category. They are bringing lighting into their [...]
Denis Caldora: How to Buy & Display Accessories Properly
by | April 9, 2012
Merchandising & sales expert Denis Caldora says there’s a science to finding the right mix to increase your profitability. Get Organized Before you can even think about accessorizing, you have to put your showroom in order. By that, I mean you must classify the products you have, breaking them into style groupings. For example, put [...]
Denis Caldora: 10 Tips to turn your store around in 2012
by | January 3, 2012
10 tips to turn your store around in 2012 according to merchandising & sales training expert Denis Caldora January is the beginning of a new year – and the way of doing business has changed drastically. Not that long ago, builders made up most of a lighting retailer’s sales. The customers who come in to [...]
