RANGE REVIEW: OUTDOOR LIVING RANGE REVIEW: OUTDOOR LIV RANGE REVIEW W AT W:


VING


SALES THAT SIZZLEAT SI EVEN IF THE WEATHER DOESN’T


E WEAT AT


Come rain or shine, the British public are determined to enjoy their outside spaces during the warmer months. HL POS Centre mana ging director Duncan Hill of fers retailers some practical tips to help get shoppers spending on outdoor living ranges this summer


E time of year r..


very year consumers wait with baited breath for the arrival summer


of and,


despite the fact that we ar e certainly not guaranteed


sunshine in the UK, there is a definite determination to make the most of


determination to make the most of gardens, patios and balconies at this time of


Retailers need to consider how they will pr omote their whole range of outdoor living products including which should be given priority at differ ent stages throughout the summer. For example, garden dining sets may be popular at the beginning of the summer as consumers


r.. For exampl


of the summer as consumers anticipate being able to dine al fresco but this will also be the case towards the end of the season when consumers are looking for a sale bargain.


Outdoor lighting, on the other hand, will come into its own from late summer to early autumn as nights start to draw in. To really maximise sales and establish a positioning as a destination stor e for outdoor living ranges, the timing of of


To o ming of offers and ff


promotional POS therefore needs to be absolutely perfect, especially with the amount of competition in the marketplace today.


Lead the way


Overhead signage is incredibly effective at creating a mood within a store where retailers can use impactful, colourful visuals to promote the summer theme while helping customers to navigate their way to the products they are looking for.r. Rather than utilising overhead signs pur ely to signpost the general , different images


rh outdoor living aisles, dif ff


could be used to help customers pinpoint the various subcategories. Aisle signage and flags


, espec are


excellent at drawing shoppers into a subcategory, especially if aisles are quite long. In addition, visuals and descriptions on gondola ends are


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important to ensure shoppers know which aisle they need and to spark interest in other products they might not have originally visited the store to look for


r.. The value of visual


Larger items such as outdoor dining tables and chairs, lounging furniture and barbecues ar e now traditionally presented in room-set style.


This is gr eat for shoppers as they can see how a product might fit into their own garden. Prices need to be clear and easy to find though, so as well as having prices fixed to each item of furnitur e, message holders should be placed on larger items to not only emphasise the price but communic ate key messages as promotion of


suc h


omotion offers, materials used and any guarantees such as anti-rot tr eatments on wooden furnitur e.


It’s in the detail


While it is tempting to focus on the styling side of outdoor living displays, remember that customers need product details to help them to work out which item is best for them. Leaflet holders are a perfect for presenting product information brochures, so that shoppers can find out more about the manufacturer product specification and any long-term maintenance an outdoor living item might need. This is especially important for more expensive pieces such as top of the range barbecues and furniture. Similarly,


r,,


information about lighting is incredibly


- perh


giving technical useful for helping


customers to make an informed decision. Consider merchandising battery-operated and solar power lighting separately - per


ff


-operated and solar powered paratel


so that shoppers can see at a glance, which display is relevant to their particular requirements.


21 JULY 2017 DIY WEEK 17 rhaps on its


own freestanding display unit - from the mains-operated lighting, with clear signage dif


ge differentiating the two,


Display larger items as room sets and help customers picture the products in their gardens (shown her


own here at Bents in Warrington) re


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