7 Tips to increase retail sales at the point of purchase
One of the most common areas to neglect solid marketing messages is right at the point of purchase.
In a recent study, mass merchandisers discovered that 66% of all purchasing decisions are made in store and 53 percent of those purchases are made on IMPULSE! So it makes perfect sense to concentrate some of your marketing efforts on the consumers that you have captured right in your doors. Here are 5 tips to increase your sales at point of purchase.
- Use better Signage – If your information signs and price tags are either non-existent or printed on plain paper, dress them up. Use color, logos and printed benefits (not features) to educate and excite your customers who are looking at your merchandise.
- Show the savings – If something is on sale, show it. Use brightly colored signs to differentiate your sale merchandise and show the amount of the discount. Consumers do not know how great the sale is if they do not know how much the item was prior to the sale. Also put a clear “sale ends date” on your signage. This inspires urgency.
- Clean up your displays – Nothing takes away from the value of merchandise like dust and grime. Make sure your associates are cleaning on, around and behind your merchandise displays.
- Organize your displays – Make sure your merchandise is displayed in a way that makes sense. If you are displaying clothing make sure it is sized correctly so customers can find what they are looking for quickly. This will promote them spending more time looking at other items and not wasting all of their time searching for a size.
- Cross Merchandise – Most merchandise has complementary items that work or pair well together. Be sure to display items together to encourage that impulse buy. Niche retailer TRADER JOES regularly displays and stacks wine next to food pairings with which wine goes well. On the TRADER JOE display tags, it will mention the great pairing wine and low and behold… there is a stack of it in arms reach.
- Train on Cross-Selling – Great displays and merchandising techniques are all well and good, but you can significantly increase your opportunities by providing your staff with great retail sales training. Helping them to understand the concepts of suggestive selling are key. Our Top Check selling system uses the proven “HOT” process of helping, offering and telling customer about great products, so check it out.
- Another great retail sales training idea is to encourage your team members to use the “product of the day” concept. This is where you have each sales rep select a small, add-on item that they can suggestive sell at the counter. Keep it inexpensive and most of all make it something that they like to talk about!