RANGE REVIEW: POS & MERCHANDISING
Virtual sales assistants With the garden category being another category our readers struggle with in terms of merchandising, we spoke to Woodlodge, which aims to inspire a new generation of gardeners with ‘virtual sales assistants’ to boost consumer confidence.
Retailers have a handy new tool
to help drive demand for container gardening with the introduction of ‘virtual sales assistants’ – expertly- crafted POS that provides shoppers with the confidence to make informed purchases. Woodlodge’s inspirational and colourful POS boards will guide novice gardeners who aspire to grow flowers and edibles in containers, but lack the crucial gardening know-how needed to turn their ambitions into reality. Woodlodge managing director, Michael Wooldridge says: “Traditionally, gardening know- how was passed down through generations,
with first-time gardeners guided by parents or
grandparents. Nowadays, with hectic modern lifestyles, younger gardeners often set out on their gardening journey unguided. Our POS can be positioned close to container displays in store, acting as a ‘virtual sales assistant’ to help novice gardeners make informed container
choices, while driving
linked sales by ensuring that shoppers have everything required to bring ideas to life at home.” Michael also
says having QR
codes on POS will appeal to tech- savvy consumers. A wave of a smartphone in front of the code will direct shoppers to the Woodlodge website,
helping director, consumers Kantecki to
choose the perfect containers to suit their style of gardening. Centurion Europe managing Paul
says
space management is normally a challenge for retailers, so an organised merchandising unit is key: “No customer should have to look too hard to find what they
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need,
or worse
case, walk out
without buying. This also applies to product packaging where clearly labelled and barcoded products are easy to locate, easy to stock check and easy to replenish,” he says. Paul continues: “Whilst most
retailers see the importance of grouping products together, others fall into the trap of locating products on the nearest empty peg, creating confusion for the customer. Interactive merchandising is on trend at the moment. We are currently working on an interactive catalogue display for our
“POS and merchandising can make the difference between completing a sale or not. But, more than that, it can also help retailers to win the hearts and minds of customers and promote the upsell by encouraging them to purchase more than they’d originally planned when entering the showroom.”
manufacturing
business with which will allow end user customers to browse a range of products digitally and will incorporate design and personalised pricing capabilities.” And, it’s not just the DIY sector that benefits from successful POS and merchandising, Heritage Bathrooms showroom
manager Charlie
Williams explains how this is hugely necessary for bathroom showrooms::
Charlie says staying on top of all the latest interiors trends is vital for all bathroom retailers, “customers are increasingly looking to create high-end, stylish spaces and want to see this type of styling reflected in the showrooms that they are visiting.”
He believes a successful retailer will aim to both impress and inspire: “[merchandising should] incorporate the latest, standout centrepiece products such as bold, freestanding baths alongside a range of accessories and smaller pieces. This approach allows
customers to buy into a
complete look and increase chances of upselling across a range of products.”
www.diyweek.net
12 APRIL 2019 DIY WEEK 25
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