WORKWEAR POINT OF SALE POWER
Nick Poulson, UK sales manager at Carhartt, talks to BMJ about how striking point of sale displays and strategic merchandising partnerships can help merchants boost sales of workwear.
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n today’s fast-paced and style-conscious world, workwear should be both fashionable and functional. There is now a whole generation of tradespeople who want to look good on-site and off and the demand for fashionable workwear has soared. Merchants have a great opportunity to breathe life into these needs for customers by employing captivating in-branch point of sale (POS) displays. POS serves as a powerful marketing tool in the competitive realm of builders’ and plumbers’ merchants. With the need to differentiate, well-designed and strategically placed displays, signage and banners can capture the attention of potential customers on the lookout for new workwear. Visually appealing displays play a vital role in creating brand awareness and promoting specific products or promotions. By attracting customers’ gaze, these displays can significantly influence their purchasing decisions and contribute to increased sales. Tradespeople actively seek out certain workwear brands, like Carhartt, and for these reasons and manufacturers should take immense pride in collaborating with their valued merchant partners to create stunning in-store displays. These displays have to be carefully designed to highlight the very best features of our workwear, catching customers’ attention. As well as POS, it is worth understanding the ranges on offer. Carhartt, for instance, has an expansive and highly sought-after range, encompassing both the core, ever-popular products that have become trade favourites including trousers, jackets, and hoodies. Significantly, there are also the two distinct workwear seasons: spring/summer and autumn/ winter, during which we unveil new collections.
The spring/summer line-up showcases essentials like T-shirts and caps, while autumn/winter gear features robust, heavyweight items designed to shield tradespeople from the cold and wet conditions.
Opportunity
Consider stocking ranges that are specifically designed for women too, addressing the unique needs and body shapes of women in the workforce. Women should have access to workwear that fits well, provides comfort, and allows for ease of movement, ensuring they can perform their tasks efficiently and safely. Every item is manufactured to be durable and flexible, to fit perfectly and look great. This women’s range also expands market opportunities; recognising the growing presence and influence of women in the trades and offering specialised workwear catering to their specific needs and preferences, increases customer satisfaction and loyalty.
Collaborating with Carhartt goes beyond the conventional “pile them high and sell them cheap” approach, as our merchant partners can attest. Instead, we engage in meaningful conversations with our stockists, delving into their local market dynamics and understanding their customer base. Our dedicated Visual Merchandise Team brings the in-store concept to life. We meticulously analyse the spatial layout within the branch, identifying the most advantageous positions for our displays to maximise both their visual appeal and sales potential.
The impact of branding and imagery in a branch setting cannot be underestimated. For our merchant partners, we have simplified the process of understanding and accessing
August 2023
www.buildersmerchantsjournal.net
these values by providing a comprehensive picture library and a marketing package, readily available for use in creating impactful marketing materials throughout a store. This ensures that merchants can seamlessly integrate the company’s distinctive look and convey our brand’s essence to their customers. From eye-catching arrangements to stunning visuals, the goal has to be to create a shopping experience that truly elevates the appeal and desirability of workwear. A positive shopping experience holds the power to cultivate customer loyalty and boost satisfaction, fostering repeat business and generating positive word- of-mouth referrals. BMJ
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