Creating a Retail Space that Sells

Transcription

1 Creting Retil Spce tht Sells Wednesdy, November 9, 2016 Ron Vitkun, CPO Leisure Systems, Inc. Lerning Outcomes: Upon completion, lerners will be ble to 1. Describe the criticl components to mnging your retil spce. 2. Recognize nd understnd the importnce of retil trining for your store stff.

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3 Creting retil spce tht Sells! Wednesdy November 9,2016 RONALD J VITKUN, CPO LEISURE SYSTEMS INC. C S r e t n g R e t i l S p c e t h t E L L S! n/ THE IMPORTANCE OF A CAMP STORE PROFIT CENTER The difference between your overhed costs & retil sles is profit! PROMOTION Your customers go home dvertising your prk with the custom souvenirs they buy. CUSTOMER SERVICE You provide convenience to your customers!

4 MERCHANDISE BUYING GENERAL BROAD SELECTION APPEAL TO DEMOGRAPHICS OF CAMPERS KEEP ASSORTMENT FRESH & UPDATED MAINTAIN AMPLE INVENTORY LEVELS MERCHANDISE ASSORTMENT CUSTOM SOUVENIR (T-shirts/Bsebll Cps/Coffee Mugs CONVENIENCE STORE & CAMPING ITEMS PARK APPROPRIATE Region, stte, or locl ttrction TOYS AND TRENDY ITEMS TO COMPLIMENT CUSTOM Review of my store: Dte: MERCHANDISE BUYING STORE CATEGORY BREAKDOWN ($ DOLLARS) CUSTOM ITEMS: 50% OF TOTAL STORE ASSORTMENT APPAREL 40% SOUVENIRS 60% GROCERY /CONVENIENCE ITEMS: 25-30% OF TOTAL STORE ASSORTMENT RV & CAMPING SUPPLIES: 20-25% OF TOTAL STORE ASSORTMENT NON CAMPGROUND SOUVENIRS & TOYS: 5-10% OF TOTAL STORE ASSORTMENT Dte of Store Review:

5 VISUAL MERCHANDISING STORE LAYOUT Necessities: High demnd products (Ice, Sod) plced in the rer of the store will pull customers through the store, incresing the visibility of other products long the wy. Checkout/Registrtion: This loction offers the most cptive udience & is the busiest. Plce resonbly priced impulse items (Souvenirs, cndy, toys) Dte of review of store lyout? VISUAL MERCHANDISING OPERATIONAL LIGHTING - Generl lighting illumintes both the merchndise nd the trffic pth in store. It is usully not flexible. - Accent lighting cn ccentute merchndise nd is usully designed for djustbility. - Tsk lighting is used in work res, such s under the counter of the csh wrp or in stock room. CLEANLINESS & ORGANIZATION - Dusting & Clening - Folding Hve Independent Review(not stff) Dte:

6 SELLING STORE PROMOTIONS ADVERTISE THE CAMP STORE! ADVERTISE YOUR STORE IN CAMP BROCHURES & DIRECTORIES IN THE COMMUNITY (Donte gift crd to chrity events in your community) PARK MESSAGE BOARDS CAMPER HANDOUTS AT CHECK-IN (BOGO offers) S TO CAMPERS ( NEW ITEMS for upcoming seson) New Item in Welcome Pckge for cmpers. Text Messge Cmpers! Hot Specils limited time offers in your store. My Plns for store dvertising for 2017 PROFIT PUSHERS PAINT CAN PERK THINGS UP An inexpensive cn of pint cn be used to pint your fixtures & wlls nd keep things looking fresh. KEEP THINGS CONSISTENT Hngers, fixtures, nd signge should ll be similr & professionl. PRETEND YOU ARE THE CUSTOMER Wlk into the store like it s the first time & note the detils. Are things orgnized, clen? Ws there stuff to look t/buy while witing in line? Did you cshier suggest dditionl items? GIVE SOMETHING AWAY & MAKE MORE IN RETURN Give the children free coloring pge, pencil, or sticker upon checkin. The prent & kids will remember, when they come bck to buy souvenirs.

7 PROFIT PROHIBITORS A LIMITED APPAREL SELECTION YES NO All white shirts, only men s sizes, only short sleeve T s, etc. Provide VARIETY! HANDWRITTEN SIGNS YES NO Mde worse with misspelled words. COMPLETELY CLUTTER FREE COUNTERS YES NO Put some impulse items on there!! DUSTY & DIRTY ITEMS or STORE. YES NO One dusty cup cn turn people off from everything else in the store. Yuck. POOR LIGHTING YES NO If they cn t SEE it, they cn t BUY it. WHY SIGNS SELL Signge is the fstest wy to increse sles in retil store more thn ny other tool retiler hs, nd yet very few people get it. They don t hve to sy We re giving the store wy! or Everything is hlf price A study by Brighm Young University tested merchndise tht ws signed versus merchndise tht ws not nd found 20% difference in sles between the items. Signed merchndise out sold by 23% those items with no signs.

8 IN RETAIL, SIGNAGE BRINGS IN SALES Gret Signs Don t Stop t the Door In-store dvertising cn be vluble tool for driving purchses. It s estimted tht round hlf of ll in-store purchses re mde spontneously, nd mny of these re bsed on the informtion vilble to shoppers t the time of purchse. IN RETAIL, SIGNAGE BRINGS IN SALES Too Much of Good Thing It s estimted tht the verge consumer receives s mny s 3,000 mrketing messges on ny given dy. This overbundnce of mrketing is clled dvertising clutter by some professionls, nd it cn be rel problem. My store Review Dte:

9 PRICING Here re two strting points for setting retil prices nd mrkups. Keystone pricing is simple nd firly common. Tke the price you pid for n item, double it, nd tht is your retil price. Tht s mrkup of 100%. Now, before you blow gsket, relize tht tht is not outrgeous. You hve to py ll your other expenses out of tht: slries, utilities, dvertising, lon pyments, nd ny other expenses. Oh, if there s nything left over you cn think bout sving up csh cushion or even pying yourself profit. PROFIT BUILDERS ATM In your store! NO ATM: Dedline for ATM Review ATM: Is it esily visible to your customer? Yes No ATM sign on exterior of store? Yes No