According to a recent Survey conducted by Live & Breathe, 73% of shoppers care that the nations high street are in decline, and a good proportion of them are worried about their local high street.
At Ketchup Marketing we have been working with two local independent retailers in Oakham, in two very different businesses, selling products which are poles apart. They seem to be rather pleased with the results so far, so we thought we’d share our top ten tips for independent retailers.
- Make sure you have a good, clear sign which is perpendicular to the front of your shop so that pedestrians and traffic can see you on their approach.
- Make sure any offers or discounts you’re promoting aren’t devaluing your customer’s buying experience. Nothing like screams “naff” more than massive “SALE” signs in your window.
- Sell baskets. Before you try and sell anything to anyone, make sure they have a basket in their hand. Studies prove that having a basket increases the average transaction value at the till.
- Use music (as long as you have appropriate licences in place) to enhance the experience. Fast music speeds up your shoppers. Slow music slows them down.
- Similarly, shoppers are shown to slow down and ponder over goods where the lighting is slightly dimmer than the rest of the store.
- Position your most profitable goods at eye level. Eye level is buy level.
- Make sure your team in-store are empowered to deal with problems quickly – everyone should know what the process is for handling a complaint, return etc.
- Monitor what sells, and what doesn’t. Move your stock around to see if that changes the results.
- Position goods strategically – between 4pm and 8pm a certain supermarket chain positions nappies near beer, so that fathers on the way home from work, when requested by their partner to pick up more nappies, will “just happen” to pick up a four pack of tinnies too.
- Use your window display like a billboard advertisement – create something that’s going to inspire your customers to buy – change it regularly, use it to showcase your best products, with messages calling customers into the store. If you’d had to pay for an advertising space that big I’m sure you’d think about it really carefully, so do that with each new window display.
Of course, this is just the tip of the iceberg when it comes to retail marketing and merchandising, and if you want to know more then give us a call on 0330 088 9277 and we’ll be delighted to see how we can help you.