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director of ecommerce for The Nu-Era Group, a supplier of dis- play and packaging merchandise such as dump bins and clearance racks used for post holiday clear- ance. Simply stated, if you keep your holiday merchandise sitting on the shelves for too long, it will end up costing more money than the initial purchasing price. This is because the extra inventory is carried on the books as an as- set, added to the net profi t, and therefore is taxable. Traditionally retailers resort
to markdowns, but there are other creative methods to move
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Exhibitors (B2B) & Retailers (B2C)
Online Sales in 2010 - $43.4 Billion!
Were your sales part of this Revenue?
inventory and have a positive effect on your bottom line: 1) Package slow moving
products together. These gift baskets might be just what you need to convince your shoppers that they need multiple items that were previously collecting dust on the shelves. As Retail Packaging blogger, Jesse Kan- clerz explains, “When people shop, they may not make a connection between individual products, whereas when they see them grouped together in a gift basket, the light bulb goes off.” 2) Remerchandise prod-
ucts often. Shoppers are visual and logical. They need a reason that makes sense to them to purchase your product. So, you must show them, making the purpose of those hard to move products clear. For instance, say a particular scarf is not sell- ing. Your customers may need to be reminded of the scarf’s purpose (to stay warm), while also ensuring that it fi ts today’s fashion scene. Combining the scarf with a stylish hat and coat ensemble may be just what is necessary to sell it. 3) Use the World Wide
Web to broaden your audi- ence. Perhaps those shoppers browsing your shelves don’t seem interested, but with the help of the Internet, more eyes can view your slow moving product. You can place the item in the Sale Section of your B2C site, or with the help of Craigslist or Ebay, you can
continued on page 113 INDEPENDENTRETAILER
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