In this first of a two-part “Build Sales” series I will focus on removing consumer confusion.
It is not about the stuff: Products are important; if you do not have the product you will not get the sale. The key is having the right product in the right amount with the right brands. Many retailers get this wrong and as result have a customer who walks out of the store confused.
The customer of today does their research before they get into the car. Some research suggests they may have up to six “touch points” before they get into the car and journey to a garden centre. Technology today means they will go online and research what they want to purchase and then also talk to friends as well as rely on more traditional methods of research.
Don’t confuse them when they walk into the garden centre.
Planned merchandising removes consumer confusion and gives them more confidence to buy. The important strategies are:
- Have look at the product range. Where does duplication exist and where can you simplify the range.
- Have unified response to good-better-best.
- Use shelf talkers and display locations to promote the “hero” product.
- Place the “hero” product in the customer sightline on the shelf and position the “good” and “better” products above or below the sightline to ensure the “hero” product gets the most “eye time” from the consumer.
- If a supplier brings out new products in the range that you feel is superior to what you are already selling, then do not add it to the range.
- Link sell. If, for example, it is a fertilizer that is being promoted, ask the supplier for sachets that can be tied to the plants in the garden centre.
Removing the confusion gives you more space and makes shopping easier. What you can do with the space to build sales will be discussed in the next article.
John Stanley is a retail business coach, consultant, speaker and author. His expertise is in customer-focused layout, merchandising, marketing and branding, and customer-focused selling and service. Visit his website at www.johnstanley.com.au.