Creative Ideas for Display & Promotion
In today's world of more discerning customers with greater spending power and an increasing selection of innovative, quality products, retailers are faced with a formidable task of not only choosing merchandise with great value to their customers and a realistic profit margin, but also a manageable plan to sell these products. It is no longer enough to have a recognized brand name or currently popular item in stock and expect it to fly out the door consistently in high volume sales.
Simply put, today's savvy retailer recognizes the changing, highly competitive marketplace and understands the necessity to develop and implement a merchandising strategy which includes innovative store displays and well-planned promotions.
Tried and true merchandising "musts" like advertising, clean and organized displays, good customer service and products in stock still prevail, but successful retail operations must take the next step to ensure repeat business and greater sales. They must continue to educate themselves and take advantage of the sales aids and services manufacturers provide including point-of-purchase displays, pro-active sales reps, co-op advertising programs and special events/public relations departments.
As manufacturers continue to explore new licensing ventures, retailers are provided with a wide variety of products for refreshing, cross-merchandising displays.
New products can be featured monthly, each expanding on a common theme to highlight different merchandise that might not ordinarily be grouped together. Make sure the display of the month features a good cross section of infant products. Plush toys, layette sets and other baby accessories and furniture/bedding are all possible combinations. These displays can coincide with special store events to increase traffic and boost sales.
Host a store "Baby Shower" and send out invitations to customers. Advertise the date in the local media, print flyers to use as bag stuffers prior to the event, and incorporate signage in front window displays to stir up interest. Be creative and enlist the help of local pediatricians or ob/gyns to promote the event to new and expectant parents. They can pass out "Baby Shower" announcements to their patients, and the store, in return, can distribute baby health tips from doctor's office during the event. Invite someone from their staff as a guest speaker. Sales reps can also help plan the event and provide product demonstrations and answer any questions about new merchandise on the big day. Sometimes just a new perspective on a product prompts a display change and generates renewed interest among customers. An item traditionally sold with one use in mind is given new meaning with just a little creative thought. Envision other uses for products and change their location in the store accordingly. When customers perceive greater value for a multi-purpose item, stores gain additional exposure for the product and boost sales with different types of consumers. A colorful tote bag normally sold as a toy accessory can be magically merchandised as a chic diaper bag in a different section of the store. Mix a few baby staples like feeding bottles, plush toys, bath accessories and bibs in this same tote with colorful tissue paper and now you have the perfect "starter kit" gift that is featured in the monthly cross merchandising display.
A strong seller as a decorative product gains additional exposure to new customers when marketed with a fresh perspective as a functional item like a durably designed collectible "becoming" a child's toy with great play value. While the product has not necessarily changed in design, display options and potential buyers have now increased. Dare to be different and your efforts could pay off with greater sales.
Space constraints can be mitigated creatively through displays utilizing actual products. A playpen or crib is more appealing when scattered with toys and draped with infant throws. Clearly, the presentation of varied merchandise reflecting a theme encourages multiple purchases now that the customer can actually see how well the products mix.
Regular repeat business is difficult to maintain in specialty infant stores due to the sheer nature of their specialties. Babies grow up, and quality products are designed to last longer. Hence the real challenge lies in cultivating new customers and creating a reputation to encourage referrals and create continual interest in your store. Today's buyers are enjoying greater spending power as baby boomers age and become grandparents and gift-buying relatives and friends. They expect knowledgeable and friendly sales people to help them select appropriate products for all occasions and provide suitable suggestions from well-planned displays. The shopping experience has transformed from the singular purpose of simply buying an item to a "retail extravaganza" complete with educational and entertaining elements. Successful displays and store promotions must encourage consumer interaction and engage their interest to reap the benefits of increased sales.