POS & ME


CO FO


R specialist


POS & MERCHANDISING POS & ME POS&ME


ERCHANDISING COMMUNICATE QAT QU


RGET PRIICE, MMU


retaile rs have the market and the


etail in general is a fast-paced industry but in r ecent times the DIY sector has seen significant developments. New entere d


growth in


competition fr om both on and of non-specialist operators continues at a pace. More competition means


om both on and of fline


mor e emphasis on price and consumers ar e more likely to shop around for low prices, deals and offers than ever befor e.


In addition to this, changes in society ar e impacting on the types of products people ar


oducts people ar e looking for and how they need them to be presented. For example, the number of people r enting, especially young people, is incr easing. Those in rented


UNICATE QU


As competition in the DIY market intensifies, HL POS Centre mana g ing director Duncan Hill says there is little point on focusing on price alone and looks at ways retailers can make their store more inviting f or different customer types and trade shoppers up through effective communication.


Coming up in the next


issues of DIY Week: 25th August - GLEE Preview 8th September - Autumn & Winter Prep


their core audience. Ther e are still many men who ar e keen DIY and of course, the trade audience r emains important but women now take on mor e jobs than ever ar ound the home and garden.


Yers Ye


The female audience is inspir ed by a shopping envir onment that is mor e contemporary looking, tactile and well organised.


“Emphasise the


quality of your ranges and their USPs, thus encouraging consumers


Consequently, DIYy,


encoura ging consumers to trade up”


stor es per haps


To feature please email your product information to diyweekproducts@datateam.co.uk


18 DIY WEEK 11 AUGUST 2017


tools r equired to put these together could be merchandised nearby Information is vital to today’s DIY shopper. Consumers with limited knowledge of home maintenance or gardening value practical advice about what jobs differ ent tools ar e used for, application techniquesr,, application techniq to get best results from paints, varnishes and stains and even which bulb to buy for different lighting ef fects. Pr oviding ‘how-to’ information at the point of pur chase is a very ef fective way of achieving


need to consider how they can make their stores more lifestyle orientated in appearance, extending the number of ranges they display as showr oom-style r oom sets. For example, can lighting be worked into these ar eas, as well as floor finishes? For self-assembly items, per haps the tools r


y.. dening value practical advice sed for fective way of achieving


taken with them when they move. Gone are the days when DIY stores were male-dominated envir onments and retailers need to continue to respond to this shift in their cor


homes generally spend less on their garden and home impr ovements, pr eferring container gardening and soft furnishings to make their house their home, all of which can be taken with them when they move. e the days when DIY


“Information is vital to today’ s DIY shopper says HL PO Centre’s MD Duncan Hill


r,,”


differentiation fr om non-specialist and online operators.


Ther e are many POS tools that can be used to incr ease the level of


e many POS tools that


communication available at the shelf edge. Fr om shelftalkers, to sign holders and leaflet and message holders which can be used in addition to wobblers,


used in addition to wobblers, shelf barkers and aisle signage pr omoting special offers and new launches. Competing on price alone is becoming incr easingly dif


gly diff fficult,


e likely to be loyal to a stor that is tidy, well laid out and easyy,, well laid o to shop. Consider merchandising systems that take the hard work out of managing a display while making it straightforward for shoppers to find what they are looking for. These will transform categories such as fixtur


therefor e, be sure to emphasise the quality of your ranges and their USPs, encouraging consumers to trade up to a mor e premium option. All shoppers, whether first- time DIYers and gardeners or experienced tradespeople, will be more likely to be loyal to a store


Ye ers and ga


categories such as fixtures and fittings and hardware, wher


e, where there


are hundreds of options available and shoppers very often struggle to find what they need.


Flexible shelf management systems are invaluable, as not only do they help to keep displays well presented and or ganised to incr ease sales, they are also in part self managing, leaving store staf f free to focus on providing r eally great customer service.


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