RANGE REVIEW: CHRISTMAS RANGE REVIE : CHRISTMAS RANGE REVIE EW “HAV THE THINGS YOU BUY” AV VE CONFIDENCE IN
Speaking a t the recent GCA conference, GCA
inspector Alyson Haywood and consultant Liz Huston gave their obser va tions a bout what retailers could do better with in-store Christmas displa ys and ranges, from labelling up displa ys, to making the most of every small sale.
Garden centres have moved away from using black-out for displays but, when done correctly, it can look really effective, says Alyson Haywood
A off. Yo
lyson says: “If there isn’t a lot of pr oduct, then put a mirror behind it and y ou double it.
It’ s r eally effective and
looks as though you’ve got twice as much out.
Gar den centres have also moved away from using black-out material in their Christmas areas but, if it balanced and done correctly
ctly ou want to have your y,, it can
give great ambience. Meanwhile, crates are r eally effective to display lights because they bounce the light Y ou want to have your ‘stock to
show’ on display in crates up top and your ‘stock to go’ boxed up underneath.
Garden centres do well with their villages at Christmas – so why not look at differff ent ways of displaying them? They can look great set up on top of a gondola lit up and surrounded by snow or even behind Perspex. Meanwhile, try and bring non- Christmas goods into your festive displays. You can create lifesty le with everything
Yo displays from
cr ockery to hanging macramé planters to help inspir e customers and create linked sales.
Have confidence in the things you y. . Look for something unusual: Christmas pr oducts that did r eally well for centres last year
buy. Loo r,, include
fat fairies, sprout motif ranges and local gin.
Hampers promote linked sales with everything from bird food and gadgets or torches, to socks. There are plenty of opportunities for linked sales with other products. Give customers prompts, such as ‘don’t forget your bauble hooks’ or ‘do you need batteries?’.
And, if you dress a tr ee instore, make sure you include the info on it so customers know how to r ecreate the look – what tree is it, what lights and decorations have you used? That helps to create sales.” Liz says: “W
ays: “We do everything We
because of fear and desire. It’s very important to start thinking like the customer . When it comes to desir e, tap into dif ferent tastes and styles with your displays. Lots of people forget
t he contemporary displa y and just go for traditional.
Bring non-Christmas items, such as tableware, in and create lifestyle displays with subtle touches of colour that can be used all year round, like bronze and gold.
24 DIY WEEK 23 FEBRUARY 2018
Put things along walkways that people may not have thought about buying, such as Christmas jumpers or other eye-catching items.
If you’r e using pr ops in displays be prepared for the fact that people will to want to know where to buy them and have that information or the pr oduct to hand.
Give customers tips on choosing the right tree for theiir space and get the message out that you stock them
www.diyweek.net
Having little hints of Christmas in other departments, such as little tr ees or decorations will help cr oss sell. Even just wording something differently, with a sign that says ‘perfect for hampers’ or ‘jazz up your Christmas with…’ will cr eate additional sales. It all helps you to sell mor e.
y,
In fact, why not double your sale with mix and match lights? Gr oup things together to create a look and increase your sales.
Get in there first trees now
Everyone is selling artificial w, , so get in there and tell
customers that you sell them first. Get the message out. Include tips like ‘perfect for a smaller space’ or
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EW: CHRISTMAS
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