STAGEWORKS RETAIL
event or simply take some photos and send a release after the event with an offer to entice people.
PACKS, OFFERS AND PRESS Christmas offers are a great way not only to attract people in store, but to secure the sale. Traditional BOGOFs and WIGIGs (‘buy one get one free’ and ‘when it’s gone it’s gone’) can be seasonalised with a ‘specially for
Christmas’ message. Create an accessories package for players with ten per cent off if they buy together as a Christmas gift. Think about how you can generate some
free publicity. Run a store tryout session featuring the latest new items, invite people in for a Christmas shopping evening with a few mince pies and gift ideas with money off. Send a press release to your local paper and invite a reporter to the
VOUCHSAFE Almost every retailer now offers gift vouchers or cards, a perfect way of allowing the recipient to choose exactly what they want. Create a few denominations such as £10, £20 and £25 and a simple gift card to enclose them. Your local printer should be able to design and print a small quantity of vouchers and cards, along with some posters for both your window and in store. Advertising them in the window may also entice a friend or relative into the store as this is a simple way for them to buy if they don’t know about MI. In short, make the most of the last few weeks before Christmas. Attractive windows, clearly defined store layouts, special offers and friendly service will bring people into your store – and keep them coming back.
MERCHANDISE IN ACTION
AS WE have seen, the key to driving sales in the run up to Christmas is layout and merchandising – and you will have noticed that much of what you can do is most easily based around accessories. They are high- margin products that give you some leeway for special offers and gift packs.
A case in point for illustration is
Giggear in Harlow, owned by Russell Dodd. Having moved to new, larger
premises recently, he found himself with more space to merchandise, which is having a great effect on sales. “Some MI products sell themselves, others are only really appreciated when customers actually see them in action,” he explains, but adds that it is up to him to present them to his punters. “One example is the Stageworks Gear products. Their first two accessories are excellent and we've come up with some clever
ways to merchandise them on the counter. “We've put a drum pedal on one of the Stageworks mats so people can easily see it when they pay. We've also put our phones on the mats on the counter and people can't help but ask what they are. Now we've got the new Rimma beside it in the limited edition box, so again customers are inclined to pick them up and ask about them. “Stageworks' packaging is also
good. It really stands out on the slat walls and we've made sure both products are placed under pedals and on bass drums around the store. We knew immediately that these would be good sellers, so being able to make some simple, but effective POS displays is giving them an excellent start and I think they'll be one of the biggest accessory sellers this year.” Stageworks Gear products are
distributed in the UK through Proel. PROEL: 020 8761 9911
WWW.MI-PRO.CO.UK
miPRO DECEMBER 2010 67
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