Seasonality - Merchandising levers to boost summer sales

Introduction

Ice creams, sun creams, vacation notebooks, wine fairs... Certain categories experience a peak in sales that is as brief as it is intense. For these so-called "ultra-seasonal" products, sales success depends on flawless orchestration of merchandising, in-store visibility and promotions. In this article, we'll use the case of swimwear to illustrate the right reflexes to adopt and the tools available, notably 3D simulation, that can be applied to many other summer categories.

1. Understanding the extreme seasonality of swimwear

(and by extension, all short-cycle summer categories)

An ultra-concentrated market

According to an analysis published by LSA in 2024, around 80% of swimwear sales will take place between May and August, with a marked peak in June and July. This short cycle forces brands and retailers to focus their sales efforts on just a few weeks.

In addition, SIS International points out that demand peaks in the warmer months, then declines drastically.

Associated risks

• Orders are placed well in advance, often several months before the season.
  
  
• High risk of overstocking, especially in unfavorable weather conditions.
  
  
• Massive promotions at the end of the season, squeezing margins.
  
  

Again according to LSA, retailers are stepping up promotional offers from June onwards to optimize stock rotation and avoid having to sell out at -50% or more by mid-July.

2. Merchandising levers to capture attention in-store

Point-of-sale visibility

Merchandising specialists recommend an offensive approach from the end of April, with an increase in visibility around the summer universe:

• Located at the head of the gondola, close to high-traffic areas (store entrance, fitting rooms, etc.).
  
  
• Seasonal visual signage: beach atmosphere, bright colors, swimsuit models, inspiring point-of-sale displays.
  
  
• Redesigned zoning: creation of a "summer corner" featuring swimwear, towels, sun creams and accessories.
  
  

A study by The Look Company indicates that a rethink of visual merchandising can, on average, increase traffic in the targeted area by 20 to 23%.

2.2 Cross-merchandising and packaged offers

The cross-merchandising approach (swimwear + complementary products) encourages additional sales. According to the same study, the average shopping basket can increase by 10-15% when swimwear is combined with products such as sun cream, hats, bags or beach dresses.

In addition, a number of brands offer promotional packs (e.g. swimsuit + towel) that make it easier to make a purchasing decision, while reducing the perception of price.

2.3 Controlled promotional calendar

According to LSA, retailers are tending to anticipate promotions more and more, launching operations as early as the beginning of June, instead of mid-July previously. This makes it possible to :

• Trigger purchases earlier,
  
  
• Spread sales over several weeks,
  
  
• Limit excessive markdowns at the end of the season.
  
  

Some chains are even testing "weekend flash sales" or "2 for 1" approaches targeted at families or tourist areas.

H2 - 3. Preparing promotions and merchandising on a 3D platform like Retail VR

3.1. Why use an immersive simulation tool?

3D merchandising platforms such as Retail VR can be used to simulate the layout of products, point-of-sale displays, furnishings and customer paths in a virtual store that is faithful to reality.

This has several advantages:

• Create a realistic 3D version of a sales outlet.
  
  
• Test several display configurations (products, promotions, ambience).
  
  
• Compare potential performance via KPIs (hot zones, time spent, visibility).

3.2. Measurable benefits

• Time-saving preparation of seasonal operations.
  
  
• Reduce unnecessary POS printing and production costs.
  
  
• Alignment of teams (marketing, trade, store management) on the validated version.
  
  
• Fast ROI: according to Retail VR, users report improved consistency of execution, faster time-to-market, and lower field error rates. Precise data vary from project to project, but some studies report ROI of less than 3 months on certain campaigns.

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3.3. Concrete application to swimwear

Using 3D, we can model a "summer corner" in advance of the season, integrating swimwear collections, signage, promotional prices and accessories, and visualizing everything in a real-life context.

This approach is particularly useful when :

• Teams are dispersed (head office vs. stores),
  
  
• The brand offers several formats (urban, tourist),
  
  
• Preparation periods are very short (e.g. 10 days before launching the operation).
  

Conclusion

Swimwear is just one example of these highly seasonal categories, where every week lost at the start of summer can mean missing the season. By mobilizing visibility levers from April onwards, structuring clear offers and testing devices upstream using immersive merchandising tools, retailers can maximize their impact on the shelves.

For a successful season, a retailer must :

1. Anticipate the start of the season as early as April,
   
   
2. Careful visual layout at the point of sale,
   
   
3. Structure your promotions intelligently, activating the right message at the right time,
   
   
4. And above all, prepare these campaigns with rigor and agility, using immersive merchandising platforms like Retail VR.
   
   

Whether we're talking about swimwear, ice cream or stationery, fast, visual and consistent execution remains the key to a successful season.

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