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OPTIMISE SALES Lee Singers, merchandising


specialist and national business development mana ger a t retail support specialist Retail & Asset Solutions explains how DIY retailers can optimise merchandising tactics


to improve displa y of these items to maximise their sales value.


a need to consider the wider retail strategy in order to make these ‘br ead and butter’ items jump out at the customer.


A The nuts and bolts of it


When looking at crucial items for the DIY retail trade, retailers face a fr equent challenge when considering how to make smaller essentials – quite literally the ‘nuts and bolts’ of the business – stand out.


Acr oss my years of working with retailers in the DIY trade to help them maximise the impact of their merchandising, we always start by working to the adage; right product, right place, right price.


It might sound obvious, but in a 24-hour economy wher e consumers are marketed to via mobile phones and online retail at all times and places, and ar e able to shop quickly and conveniently, if the of fline shopping experience doesn’t mirror the ease of online, customers will simply walk away


y,, y..


By taking a step back and looking at the wider retailing strategy ensuring that stores are laid out in a logical pattern (paints near brushes, bathroom fixtures next to larger bathroom items, etc.) any possible frustration customers might experience when trying to find specific items is eliminated. Fortunately for the DIY trade, it is one area of retail where


ailing strategy y,, www.diyweek.net


s some r etailers struggle


with


mer chandising hardware effectively and in an impactful way in stor e, ther e is


ff


customers pr efer to have the tactile experience, viewing the items (especially higher-ticket items) up close before buying.


The DIY experience


DIY is also an area wher e the opportunity to maximise the impulse or ‘just in case’ purchase is huge. Many customers only visit DIY stor es for specific lar ger -ticket or problem-solving items and will take the opportunity to stock up on essentials during these visits.


If r elevant fixtur es and small add on items are displayed prominently attractively and at appealing prices


y,, in logical locations customers. Clear (wall


plugs and scr ews next to drills, for example, then they will provide perfect incidental purchases for these customers. Clear


r,, eye-


catching labelling seems an obvious consideration, but it is cr ucial. More recently


cently


fact that m any DIYers w ill only ever need small quantities of screws and other small fixtures, a ‘pick your own’ concept based on single unit sales valued by weight allows customers to get exactly what they want and nothing they don’t.


y,, as a nod to the Ye


For pr e-packaged items, r etailers need to ensure these packages ar e robust to withstand handling by multiple customers, and that everything is clearly labelled include its size, specific use and price clearly


to ly y y.. Regular or ganisation


and checking items to make sure that displays stay the way they should is crucial.


Finally, to maximise sales ofy,, these items, grouping small items


To feature please email your product information to mpoole@datateam.co.uk


09 NOVEMBER 2018 DIY WEEK 19


in a complementary and logical way; screws and plugs of similar sizes and material together can pay dividends.


The finished project


When looking to optimise sales of smaller-ticket essentials in the DIY trade, it’s vital that retailers are paying attention to every element of


their operations. From stor e layout and fixtures, lighting and signage, to special offers and the training staff receive, staff availability and standards of service through to the ease of check out and ordering, the whole experience needs to be seamless and customer orientated, so they are not tempted away by the convenience of competitors.


Coming up in the next issues of DIY Week:


23rd November - Lighting and Electrical 14th December - Year in Review


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