POS & MERCHANDISING


Create opportunities Take advantage of deals and promotional lines through wholesalers and organisations like Home Hardware, Mica and BIRA Direct, as they are often already providing marketing support and publicity on those lines. “If the retailer is buying into it, why not promote it further?” suggests Mr Bagnall. “You can get counter-top displays and shelf-ready packaging, where all you have to do is rip off the top and away you go.


“Just having those cartons sitting


there can spark a sale without any real effort but asking your customer the question will reinforce that.”


Project completors Another trick to creating additional sales is to ask questions by looking at what’s in a customer’s basket when they reach the till.


Mr Bagnall explains: “If a customer has timber in their basket, why not ask if they need any adhesive, nails or wood treatment? These are


project completors; it costs nothing to ask the question.”


He continues: “When selling tins of paint, ask if they need paintbrushes, disposable gloves or masking tape, or if they are buying weedkiller, do they need a watering can?” While this technique relies on the till assistant having a certain level of product knowledge to make the connection for associated sales with what’s already in the basket, Mr Bagnall advises, “if you and your staff get in the habit of doing that, it can be well worth it.”


Meanwhile, what could those


Garden centres make great use of checkout displays, with high- volume lines like pots, to get customers sppending more


retailers with a larger footprint do differently if they are looking to shake things up? “Bigger retailers have a lot of space and often use dump bins and boxes full of low- ticket items that are on promotion and seasonal. It leads to increased basket spend but only by a small percentage. Why not try putting a merchandising unit in front of the till for something like solar garden lights and make additional sales of higher-value items? You might not sell as much volume but if these products have an RRP of £15.99, you will get a lot more value.”


   


1 Pick your product – something popular and sub £5


2 Display it at the till


3 Tell the consumer the hook – a simple one sentence statement:


   its on TV...”


   





4 Ask them to purchase – just a one sentence question: 


5 Stamina 


And, finally enjoy the results!


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