ADVERTISEMENT FEATURE


CREATIVE PRODUCTS: THERE’S NOTHING TO LOSE!


The secret, says Mark, is to


present innovative products in a highly visual way, which is both explanatory and experiential. The concept is born out of live demo, an initiative very much to the fore in positioning bricks and mortar retailers as destination stores.


For


the most part, instore TV promotion focuses on new product concepts and special offers. It is about ‘bringing a product to life’ and the principles go back to promotional basics, but in a digital age.


Underlying all instore TV


‘Nothing to lose’ opportunities are rare, but for retailers keen to try something new, Creative Products is proving an irresistible option. Combining impulse purchase products for the kitchen, the garden and for home improvement with a fully serviced TV merchandising system and all on sale and return, the company offers the perfect ‘no risk’ route to incremental sales. According to managing director, Mark Hall, “Not only are the products unfailingly appealing, but they are supplied, promoted via instore TV, serviced, seasonally managed and replaced to an agreed frequency on a fully sale or return basis. It’s a great opportunity for retail.”


promotion is the fact that customers are the ultimate arbiter of sales. Done properly, it plays on this principle of inspiring the customer to buy just when they are in the right mood, at the right stage of their shopping trip and at the right location instore. Potentially, it is high profit with low or no investment, all from a very small instore footprint – perhaps about 0.2 metres square.


This could


even be an unused corner, which has never yielded any sales at all previously.


“Unit location,” says Mark, “is


crucial and is all about psychology. High traffic areas are clearly good and entrances are clearly bad, but it is rarely as simple as picking the busiest area and avoiding areas that will block up traffic flow.


Having managed this form of retail for many


years, Creative Products knows that the perfect location(s) can vary store to store; and if you move a unit even by a small amount, you can make a vast difference to the takings.” Most housewares, garden and DIY


products are suitable for this sort of retail approach. is the story.


The key thing Consumers need to


see and engage with the benefits as demonstrated, so multifunction tools have great potential and seasonality is always strong.


Products also


have huge potential for peer to peer recommendation, in magazines or on social media. The result can be intensive purchasing based on a sudden trend. Creative Products units are supplied on loan free of charge and supported every four to six weeks. Each support visit includes an assessment of sales, a change of product if appropriate and full credit for any product unsold.


Retailers


can try any product and Creative Products can plan an individually tailored 12-month programme based on footfall, customer base or seasonal plans.


“Key to success is the right


product, right unit and right management,” says Mark. “It is the last – the knowledge of how and where to deploy, when and how often to alter content, which products will work in which stores – that is crucial.


Lack of knowledgeable


management is the most common reason for disappointment and sadly, this sometimes tarnishes the whole concept. It is knowing that we deliver all these elements that enables us to offer complete sale or return, eliminate risk, and facilitate a vast quantity of additional sales.” Numerous Creative Products’ case studies demonstrate complete sell out within as little as two days. The current best-selling item regularly turns over in quantities of more than 40 per week per unit at £10 per item and one retail outlet sold 1000 pieces of another item - also at £10 each – in just one month.


Retailers interested in working with Creative Products should contact 01476 564 230 or sales@creativeproducts.ltd.uk


10 DIY WEEK 30 JUNE 2017 www.diyweek.net


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