RANGE REVIEW: POS & MERCHANDISING RAN NGE REVIEW: POREVIEW: OS & MERCHANDS
MAKING THE MOST OF SEASONAL DEMAND
Few things are as unpredictable as the UK weather , but how can DIY retailers capitalise on unexpected demand for seasonal products? Colin Dixon of CJ Retail Solutions tells us more.
the persistent spells of cold weather that gripped the UK,. Customers visiting a store during a blizzard do not generally want to be confronted with patio furniture and parasols when they are looking for shovels and grit, yet we could equally be in the midst of an early revolve around
T re e and pa heat wave when sales r es re
gardens and outdoor maintenance. While unpredictable weather is a challenge, it also brings plenty of opportunities for those agile enough to meet fluctuating seasonal demand for products. Merchandising ranges appropriately is essential, although
opriately is essential, although
here’s no doubt that some DIY retailers, along with their counterparts in fashion, will have felt somewhat derailed by
retailers must first lay the groundwork with a flexible store that facilitates dynamic messaging in line with what people want.
Digital POS displays are one of the most effective ways to deliver strong in-store communications. With the right hardwar e and softwar e in place, retailers can tailor their marketing messages quickly and frequently without incurring the cost of a print re-r un. These digital displays ar e also a way of gathering retail intelligence at a time when customer behaviour might be dif ficult to pr edict.
y,,
Along with the digital ‘tools of the trade’, free-standing display units and gondola ends for shelving can drive customers towards seasonal and specialist products, particularly in large stores stocking lots of different
ranges. These units, which are fitted out with changeable graphic wraps, can be installed and taken down rapidly thoughout the campaign.
Timing is everything
Of course, there is no point investing in store signage and display solutions if they are badly installed or maintained, or if they linger too long after the pr omotion has passed. A scr uffy-looking shop floor is unlikely to bolster a retailer ’s reputation as a DIY expert, and there’s every chance customers will simply walk out without buying anything.
Retailers should r emember the simple steps they can take to maximise sales, like making sur e the shelves are regularly replenished when needed – particularly at critical times. Overhead
banners and vinyl floor stickers are crucial for directing people towards specific product ranges, while up-to- date shelf-edge labeling gives them the information they need to make a purchasing decision.
When it comes to responding to unprecedented seasonal demand, often driven by changes in the weather bricks-and-mort ar
the weather r,, stores may h ave
a clear advantage over online rivals. Rather than waiting a few days for a delivery, people usually want to buyy,, people usually w ‘snow survival’ gear or barbecues on the day, in case the conditions change.y,, in case the conditi Timing and relevance are everything, and those who get it right are likely to see their sales soar.
Ti
DISING
www.diyweek.net
13 APRIL 2018 DIY WEEK 23
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