The Art of Selling Beyond the Shelf: Lessons from One of Canada's Top Merchandisers
Getting your product on shelf is a major milestone—but it's only the beginning. In today's competitive wellness retail landscape, successful merchandising can be the difference between a product that gets put in a basket and one that's overlooked.
To better understand what drives in-store success, CHFA spoke with Chris Siabanis, Assistant Store Manager at Longo's and one of Ontario's most respected visual merchandisers. Known for creating larger-than-life, eye-catching retail displays that inspire shoppers and drive sales, Chris shared his advice for brands and retailers looking to create merchandising programs that perform.
Chris's Top Five Merchandising Tips
1. Grab attention—fast
"Something that gets the customer's attention. Making it fun with bright colours is one way to do that."
Shoppers move quickly through stores, so your display needs to stop them in their tracks.
2. Keep your message simple
"You only have a moment to draw their attention and tell your story."
Don't try to communicate every product benefit. Focus on one or two key messages that shoppers can understand at a glance.
3. Merchandise around what shoppers want
According to Chris, today's wellness shoppers are gravitating toward:
- Gut health
- Low-sugar products
- High-fibre foods
Building displays around the trends consumers are already shopping for helps create relevance and encourage discovery.
4. Think of your display as a billboard
"The displays we do here are like a billboard for your brand."
Rather than viewing merchandising as an expense, think of it as an investment in visibility. Every shopper who walks by is another opportunity to build awareness and drive an impulse purchase.
5. Don't stop after launch
Creating a beautiful display is only the beginning. Keeping it stocked, organized and looking fresh is what keeps it selling.
"Once the first large build is done, I rely on Hive to keep the momentum."
Great merchandising is a partnership
Strong merchandising programs don't happen by accident—they're built through collaboration between brands, retailers and merchandising partners.
Chris encourages brands to take the initiative.
"Put yourself out there. Be willing to go big."
That doesn't necessarily mean creating the largest display on the sales floor. It means coming prepared with ideas, understanding the retailer's objectives and investing in programs that help products stand out.
For retailers, merchandising partners can also play an important role in maintaining displays after launch. By replenishing inventory from the backroom, maintaining display standards and ensuring products remain available, partners like Hive help retailers protect their investment and keep displays performing throughout the promotional period.
Experience what's next at CHFA NOW Toronto
This September, retailers attending CHFA NOW Toronto will have the opportunity to explore merchandising inspiration firsthand through Move & Thrive, a new experiential destination on the show floor developed in partnership with Hive.
More than a product showcase, the experience demonstrates how merchandising, storytelling and thoughtful retail execution come together to create engaging shopping experiences that inspire discovery and drive sales.
Discover Move & Thrive and over 1000 brands in natural, organic and wellness at CHFA NOW Toronto, September 25–27.
