NEWS It’s party time…
Hats off to Boden for entering the shopping party “space”. A great way for a direct business to gain all the advantages of a physical shopping experience without committing to permanent stores or the fitting out of pop-ups. Instead, the customer provides the
premises (homes only, strictly not village halls or vacant shops), the ambience, light refreshments, and a flow of new customers. An enthusiastic sales “push” is rewarded by a commission scale weighted in favour of the recruitment of new (to Boden) customers. It is the recruitment of new customers which
is the primary goal for Boden and it is happy that its regular customers have the opportunity to earn some extra money to spend by introducing the brand to a wider audience. Hosts are, however, expected to find a minimum of 10 new customers and achieve sales of £2,500 per party.
Te commission scale does seem a
little complex with its additional step reward for sales to existing customers buying into a new category. Te five rails of clothes supplied per party event might also seem rather a lot for the average party host. Boden assures that the rails are collapsible and the clothes come ready on hangers, in garment bags, and proffers a mix which is 60 per cent womenswear, 35 per cent Mini-Boden and Johnnie B, and just 5 per cent menswear. One of the key requirements it has of its hosts is that they can provide sufficient and suitable space with mirrors to enable guests to try on the clothes and find the best fit. Each party holder has
their own promotional code and guests are offered a 20 per cent discount for orders placed at the party, whether for garments displayed or from the current catalogues (also supplied as part of the party “kit”). Free delivery and returns complete the offer with customers encouraged to order using forms provided or online from the host’s PC.. Te Boden team seems to have
covered most angles with a bonus of £25 credit to guests who are existing customers (but not hosts) who bring any new customers along to a party who place an order. It quotes the average party as taking £4,000 from an average of 40 orders. Te commission rate for hosts ranges from 5 per cent of net sales from existing Boden customers up to 25 per cent of net sales to new customers.
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NEWS
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