Let’s


Garden Thefts Lisa Richardson, brand manager at Kasp Security, explains why garden security is paramount. Despite the unpredictable British summer time, many are making the most of


lighter evenings, spending quality time in the garden when the weather permits. Outdoor living doesn’t come cheap however, with the contents of a garden shed worth an average of £670-£1,200I


, housing everything from expensive


lawnmowers and gardening tools to bicycles and even professional hand and power tools. With such a gold mine sat at the foot of the garden it’s hardly surprising that


sheds are becoming such a popular target for opportunist thieves. According to recent research burglaries from garden sheds and conservatories can increase by 25% when the clocks change for British Summer TimeII


. Police have also issued warnings to households after a significant rise in garden


shed break-ins, which is impacting on the number of house burglaries, as tools from sheds are being used to break into homes. However, despite warnings 49% of homeowners have admitted they fail to lock their garden shedsIII


. These shocking figures highlight a very real need for durable security products


to deter opportunist thieves. Prevention, as they say, is better than cure, a thesis retailers could vastly benefit from. Highlighting to customers the need for garden security during summer months


will not only help them to adequately protect their property but it will impact positively on retailers’ bottom line, generating incremental sales. Knowledge Independent research into consumers’ attitudes and behaviour to security


revealed that consumers have little understanding of security products such as padlocks, hasps and alarms. Without this understanding consumers rely on retailers to fill this void. Product awareness is imperative to both educate the consumer and to drive sales. The more knowledgeable retailers are about a line of products the more effective they will be in selling it. When it comes to padlocks for example, retailers should be aware of basic


product information such as features and benefits, recommended applications and differences in locking mechanisms. Although all padlocks may appear fairly similar to the uneducated eye, security retailers will know there are vast differences in their capabilities and applications, and these should be explained to the customer so that they can make an informed purchase. The Silent Salesperson Despite this growing need for security products, customers rarely visit a


hardware shop solely to purchase a padlock or other safety devices and instead buy them as a ‘basket extra’ whilst in store. For this reason branding, store positioning, merchandising and advertising for such products is crucial to drive sales. Once in store, presentation becomes paramount. A merchandiser should not


just be a means for hanging stock, but should act as an effective in-store marketing structure, to sell stock and perform the role of a silent salesperson. To appeal to customers, retailers should incorporate attractive, modern merchandisers that are well lit and clearly visible, as these will naturally attract the most attention, encourage purchases and aid in reassuring consumers that the product is of good quality. Informative Point of Sale (POS) material assists consumers in picking the right product for their intended application and will also help boost incremental sales. Prime Positioning Due to the current economic conditions, consumers will value expensive


purchases more than ever, yet security is often only considered at the point of purchasing expensive items that could be attractive to thieves, such as a valuable piece of gardening equipment or power tools. Retailers can assist consumers and in turn benefit from impulse purchase opportunities by placing security products alongside expensive tools and equipment equipment. Clip strips are an ideal merchandising solution for this. Although there’s never a guarantee that your customers’ property will not be


the target of the staggering number of thefts annually, there are measures they can take to deter them. A simple awareness of security and an investment in high quality, trustworthy locks can ensure that homeowners can enjoy the summer months and retailers can enjoy an increase in sales.


telephone 01444 440188 ToolBUSINESS+HIRE 7 In support of its customers Kasp provides details of its extensive range of


award-winning, durable security solutions at www.kaspsecurity.com. Featuring top tips on how to secure your home and property simply and effectively, retailers can use the website to gen up on an array of useful information about differing levels of security and advice on the correct Kasp product for each area of the home and garden. For further information please visit www.carlkammerling.com


or call 01758 704704. I


Norfolk Police II Aviva http://tinyurl.com/7mlhw7g IIIM&S Money http://tinyurl.com/7hkgde3


Talk Security!


Reply No. 219


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32