OPINION
Tell them it’s new
I
Retailing is fi nding it diffi cult at present and therefore we need to relook at some
of the basic retail skills and challenge ourselves to develop new opportunities
n this grab and go society the consumer is still look-
RULE 2: POSITION NEW PRODUCTS
ing for something new. It may be a new colour, new STRATEGICALLY IN THE STORE
design, or a completely new item on the shelf. New New products need to be seen by as many people as
products can be the life blood of a retail business. possible. They are major new impulse lines and this means
They create interest and even if the customer does
they can be taken out of category and displayed on their
not buy, it encourages them to linger longer in your own. The new product needs to be on or close to the
store. This is why I am often surprised at retailers that customer racetrack to ensure they get maximum exposure.
get a new product in and put it on the shelf without
even bothering to promote it.
I was reminded of the importance of new product
New
products
can be the
life blood
of a retail
business
RULE 3: ATTEND TO THE SIGNAGE
New products have to be promoted and signage is critical
marketing recently when working with a client. They had to the success of the launch. Make sure that the sign uses
developed a brand new locally made product, it was a big letters using words such as:
Christmas tree decoration. It was displayed next to other · NEW
Christmas tree decorations that were made in China and · NEWLY SELECTED FOR YOU
were a third of the price of the new product. The client · NEW IN STORE
commented that the new decorations were not selling and · YOUR NEW
that they had got the price point wrong. · LATEST FASHION
On looking at the product, it had no reference to where
it was made, in fact on the box the only communications
The words your use are key motivators to draw attention
to the product.
was the price. There was no signage to promote the
John Stanley is
a retail business
coach, speaker
and consultant
product. It was literally just sitting on the shelf. RULE 4: PROVIDE INFORMATION TO
ENHANCE THE SALE
GET EXCITED New products often need extra information to sell them, a
New products give you, as a retailer, the opportunity to sales member of your team may not always be available to
get excited. If you do not get excited, then do not expect pass this information on to the customer. Provide a leafl et
your customers to get excited. holder and leafl ets to help the customer make a decision.
When a new product comes into store it is an
opportunity to grow sales and to get the customer excited
This could include extra information on the products origin
and making process.
about your business and the products you sell, but there
are some rules that need to be adhered to if you are going RULE 5: PROVIDE DEMONSTRATIONS
to create the excitement a new product deserves. IF APPROPRIATE
If your customer has never seen this product before they
RULE 1: TRAIN YOUR TEAM IN THE BENEFITS may need a demonstration on how to use it in their home. It
AND FEATURES OF THE NEW PRODUCT is your job to bring the product to life for the consumer.
People get excited if other people get excited. This has
to start with your team. They need to know all
the features and benefi ts of the new product
and to understand what are the hot but-
RULE 6: PROMOTE, PROMOTE, PROMOTE
The product needs maximum exposure and you should
take the opportunity to promote new items whenever
tons to sell the product to a consumer you can. Talk about this product on your Facebook page,
who has never seen this product before. Twitter and more traditional marketing techniques you use
I suggest you present the team with a in your business. Send out fl yers and give samples to your
fact sheet on the new product and a list staff to use so they can talk from their own experiences.
of the most common questions you
expect the customer to ask about the RULE 7: SELECT NEW PRODUCTS CAREFULLY
product. Allow time for the team to The world is full of new products that have failed. Before
digest the information and get them you buy do your homework and buy with caution. Do not
together to brainstorm ideas on how buy just because it is new, buy with the customer in mind
they can increase the sales. and sell with passion.
Pharmacy Magazine MAY 2017 |
41