RANGE REVIEW: POS & MERCHANDISING


MAXIMISE IN-STORE SALES OPPORTUNITIES


Scruffs head of marketing Chris Mellor-Dolman breaks down the key points of getting merchandising right with workwear in store, and making the most of a good system.


market and sell product ranges, such as protective clothing ranges. Determined to tackle this head on, workwear specialist Scruffs recently redesigned its merchandising system to support the branches it supplies to, as head of marketing Chris Mellor-Dolman explains.


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Convenience is key Good quality protective workwear is essential for tradespeople, and increasingly for DIYers – but that doesn’t mean that retailers can always depend on a steady stream of regular customers who are interested in buying it. Just as the wider retail industry has seen online sales rocket in recent years, DIY and hardware stores are also aware that their time-pressed customers might prefer to buy what they need on their computer or mobile phone instead. Even when customers do visit


their local store, they may be too busy buying supplies for the job in hand to look at workwear -– even if they could do with a new pair of boots, trousers or a top. Others might treat the store as little more than a click-and-collect point, ordering online and barely looking at what’s on display when they go in to pick up their parcels. This can lead to a real problem


for retailers of DIY equipment and supplies, especially independents, which are not supported by a national network or a UK-wide online presence. As a key supplier to these stores, Scruffs wanted to give managers the right tools to boost workwear sales.


A solution for retailers and customers alike


Rolled out earlier this year, the new Scruffs merchandising system was developed for speed


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ith most people pushed for time to complete jobs, retailers know how challenging it can be to


with knee pads & belts). Visiting a bricks-and-mortar store, rather than shopping online, also gives customers an opportunity to try products before they buy. Within the footwear bay, for example, every product is available to pick up and feel, displayed in the best way that enables them to find the right size and style quickly.


“The tradespeople spoken to as part of the design process said that they wanted to be in and out of the shop as quickly as possible” Chris Mellor-Dolman


and convenience in mind. It also needed to be eye-catching. The new fixtures and display units make it easier for customers to find what they are looking for, and helps store staff to replenish stock and keep the shopfloor looking tidy and organised.


The tradespeople spoken to as part of the design process said that they wanted to be in and out of the shop as quickly as possible, and that they tended to visit only when making a ‘distress purchase’ (when something has torn on the job, for example), or if a deal catches their eye.


Given how little time they have, it goes without saying that retailers should make sure displays are eye- catching, with products always looking their best – particularly if they want to upsell to customers


who may have only called in to replace something they need. Scruffs released a set of easy-to- follow display guidelines to help stores achieve this, creating more opportunities to upsell and to make sure that a customer’s experience is consistent, no matter which store they visit. This involved working with store teams to: ● Create clearly-defined bays


for


every major product type including footwear, trousers, jackets and tops. ● Display all products face-on so that everything on offer was clearly visible and easy to select from. ● Label every product with key features, benefits and sizing to help make the right purchase decision. ● Group products with relevant accessories (for example, footwear with socks & laces, and trousers


Keep sight of your goal It’s really important to work with store teams, rather than imposing brand and products on them. As retailers, and as a brand, never lose sight of your shared goal (i.e. generating sales). After all, those on the ground will often have the best idea of what regular customers really want. Scruffs has a modular system, which means staff can change the layout at will, to suit their requirements. It’s very much like a Meccano set because it’s so easy to assemble – everything hangs from a single crossbar. Of course, product displays for trade & DIY customers are very different to the interactive displays commonly used by high street retailers selling clothes, homeware or healthcare products. While they look to keep customers in store for longer, they don’t want to be distracted from their work. Last but not least, it made sense to use Scruffs’ bold colour to maximum effect, so that the range is highly visible and instantly- recognisable when people walk through the door.


It was a new merchandising


approach for Scruffs, but feedback confirms that it’s already proving to be highly effective. Following initial trials in a select number of reseller outlets, it was reassuring to hear that stores had seen a significant surge in sales, and this can be achieved in your stores too should you take advantage of the opportunities in merchandising effectively.


12 APRIL 2019 DIY WEEK 23


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