WORKWEAR
MAXIMISE IMPULSE SALES WITH EFFECTIVE POINT OF SALE
In a bid to continue to grow sales, Scruffs works hard to ensure its merchants are maximising their sales potential through effective point of sale as BMJ finds out.
T
he latest statistics from the Builders Merchant Building Index in October 2019 shows that the workwear and safety wear sector has shown a sales
increase of +1.8 per cent.
At the heart of Scruffs’ proposition is a core range of head-to-toe workwear, focused on providing comfortable, durable clothing, safety footwear and accessories at the best price. The brand’s independent research shows that shopping for workwear falls into three clearly defined categories: destination, convenience and impulse. To support the impulse purchase Scruffs ensures its distributors have access to a range of temporary POS options to promote seasonal special offers. Deborah Hunt, marketing manager at
Scruffs, says: “Given the fact that the average tradesperson spends £630 a year on workwear it is crucial to merchants that tradespeople can easily access whatever they are looking for, as well as the things they don’t realise they need until they get ready to pay.
Scruff’s temporary POS units are designed to be both compact and impactful drawing instant attention with the brands’ signature orange colour. They include stand-alone dump
bins, stacker units and clip strips that can be placed next to the counter or other high footfall areas in the store.
g
ns, stacker units and clip strips that n be placed next to the counter her high footfall areas in the store. They are perfect for drawing attention to special offers on products such as gloves, hats and boots.
Temporary POS units are also supported by a comprehensive merchandising solution - the Scruffs Conversion Kit - which provides a more permanent unit to display the full head-to-toe clothing range all year round. The kit can be scaled up or down depending on the space available, from half height 1 metre to a full height 4 metre display and it’s easy to maintain for branch managers and easy to shop for tradespeople who need to find what they’re looking for quickly.
Hunt says: “The impulse POS units and our Scruffs Conversion Kit offers merchants the whole
package to help drive their sales. We have carefully planned our options to create
merchandising solutions which could easily be flexed up or down so supporting merchants however big or small their floor space is.
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Continual investment in high- impact, award-winning marketing that drives brand awareness and conversion completes the Scruffs support package. Engaging
campaigns through social media, PR and direct marketing grab attention, raise awareness and create constant demand for Scruffs and its distributers from a wide range of trades.
She adds: “We invest in quality POS to showcase our quality products. Our whole range is developed together with our
customers, using real life wear trials to guide the design process. Genuine tradespeople test both function and performance so that we can provide ever higher levels of comfort, durability, protection and styling at the best possible price.
Scruffs launched its latest range of innovative work trousers in September 2019 increasing it from four to seven products. Each item offers increasing levels of performance and functionality. Existing products have been completely re-engineered and now offers a broader range of price points - from £24.95 to £64.95 (RRP) for all budgets and trades. BMJ
ffers inc
www.buildersmerchantsjournal.net January 2020
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