Monday February 5 2018 THE NATIONAL MOTORCYCLE MUSEUM, BIRMINGHAM


talkingtrade Is it time to take a stand?


Mark Hall, managing director of Creative Products, explains why he believes in-store TV promotions are ‘all gain and no pain’


fact that customers are the ultimate arbiter of sales. Done properly, it plays on this principle of inspiring the customer to buy just when they are in the right mood, at the right stage of their shopping trip, and at the right location in-store. Potentially, it is high profit with low or no


investment, all from a very small instore footprint – perhaps about 0.2 square metres. This could even be an unused corner, which has never yielded any sales at all previously. The location of the unit, says Mark, is crucial.


“It’s all about psychology. High traffic areas are clearly good and entrances are clearly bad, but it’s rarely as simple as picking the busiest area and avoiding areas that will block up traffic flow.”


S


“It’s about bringing a product to life. The


ales propositions which offer retailers genuine ‘everything to gain; nothing to lose’ opportunities


are rare. But according to TV merchandising expert


Creative Products, the Grantham-based company is proving an option for all kinds of housewares retailers (from cookshops and garden centres to independents to department stores) with its combination of impulse purchase products and fully serviced merchandising system. In fact, it’s the latter, according to managing


director, Mark Hall which sets Creative Products apart. “Not only are the products unfailingly appealing, but they are supplied, promoted via in-store TV, serviced, seasonally managed and replaced to an agreed frequency on a fully sale or return basis. So, there is no risk to the retailer.” Creative Products offers a range of kitchen


and housewares utensils and gadgets. The secret, says Mark, is to present them in a highly visual way, which is both ‘explanatory and experiential’. The concept is borne out of live


demonstrations: an initiative very much to the fore in positioning bricks-and-mortar retailers as destination stores. For the most part, in-store TV promotion


focuses on new product concepts and special offers. “It’s about bringing a product to life. The principles go back to promotional basics, but in a digital age,” Mark says. Underlying all in-store TV promotion is the


May 2017


principles go back to promotional basics, but in a digital age”


Having managed this form of retail for many


years, Creative Products knows that the perfect location/s can vary store to store; and moving a unit - even by a small amount - can make a vast difference to the takings. Positioned correctly, a gondola end type TV


merchandiser will outdo the performance of the whole of the two-metre bay right next to it, Mark claims. He adds: “Most housewares products are


suitable for this sort of retail approach. The key factor is the story that is told around them. Consumers need to see and engage with the benefits as demonstrated, so multifunction tools have great potential and seasonality is always a great story. “The best products also have huge potential


for peer-to-peer recommendation, in magazines or on social media. The result can be some significantly intensive purchasing based on a sudden trend.” Mark says one of the key aspects of TV


merchandising is that success comes from the combination of the right product, right unit and right management. It’s the latter factor - the knowledge of how,


where, when, how often to alter content, and which products will work in which stores - that is crucial, he stresses.


• HousewaresLive.net “Lack of knowledgeable management is the


most common reason for disappointment and sadly, this sometimes tarnishes the whole concept in retailers’ minds. “It is knowing that we deliver all these


elements that gives us the ability to offer complete sale or return, eliminating all the risk, and enabling a vast quantity of additional sales.” Done well, “vast quantity” is no exaggeration.


Numerous Creative Products’ case studies demonstrate complete sell out within as little as two days. The current best-selling item regularly turns


over in quantities of more than 40 per week per unit at £10 per item - and one single garden centre outlet sold 1,000 pieces of another item (also at £10 each) in just one month. Retailers can try any product and Creative


Products can plan an individually tailored 12- month programme based on the retailer’s store footfall, customer base or seasonal plans. “If either the retailer or Creative Products has


any doubt when setting up a new relationship, we are always happy to work on a mutual trial basis while footfall and sales numbers are established,” says Mark.


• Creative Products units are supplied on loan free of charge and supported every four to six weeks by Creative Products personnel. Each support visit includes an assessment of sales, a change of product if appropriate and full credit for any product unsold.


Creative Products’ contact details are: • 01476 564 230 • sales@creativeproducts.ltd.uk


• twitter.com/Housewaresnews


housewareslive.net | 57


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  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60