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Say it and say it LOUD!
July 18, 2008
I feel like every time I turn around I see promotional offers – free shipping, free gift wrapping, a discount with purchase. It seems that the world of retail is scrambling to encourage people to buy. Catalogs and websites can easily make these messages clear but small retail stores have to ride that precarious line of being on promotion without looking like they’re having a “Going out of Business” sale.
To rely on sales staff to communicate the message can be risky. How often do you quickly walk away when you see a sales person approaching? And the most common answer to a sales greeting of any nature not just “can I help you” is “I’m just looking”. So, when it comes to offers and promotions specifically designed as sales incentives, it is vitally important to make your message heard!
It is worth the effort to move furniture and accessory sets that are still unbroken to the front of the store for the first markdown. Once parts of the set have been sold and the remaining pieces have taken a “final” markdown move them to the back of the store but keep your signage up at the front door.
Use signage liberally. Nothing gets attention like the word “SALE” (other than the word “CLEARANCE”!). Show the original price and the new price so that customers know what a value they’re getting. Competition can be fierce so make sure to “tell” your customers why your store is a better deal. What else makes your store special and how can you relay that to your customer?
The point is, don’t keep your story a secret! Whatever it is that you have to offer at the moment – Say it and say it LOUD! Your customers will thank you for it.
Posted by Cindy Cragg on July 18, 2008 | Comments (2)
In response to: Say it and say it LOUD!
Sally Bradley-Bradley Interiors, commented:
We do this but with a twist--I ask " what problem are you trying to solve today?"I'm just looking comes out wrong as a response from them...so they tell you what they are having problems with. Then you can ask more questions and start a relationship. A 3-level mark down in the store makes it more fun because EVERYONE is trying to find all the #3 ones--70%--so they have to look everywhere to make sure they aren't missing something.
In response to: Say it and say it LOUD!
Cindy Cragg commented:
I can tell creativity is not just something you reserve for your displays! You've found some creative (and fun!)ways of engaging your customers. Thanks for sharing your thoughts.