FOR THE PACKAGE STORE RETAILER
Let’s face it, retail pricing is just one big “chess game.” The difference is this board has three sides. On one side is you, the package store retailer. The second player is your competition. Finally, the third player is the consumer.
Everyone is attempting to win the game. “Winning” is defined differently by each side.
You want the majority of the retail customers to come to your store and buy their products from you, giving you a decent profit on those sales. The competition is looking for the same thing. The difference is in what the consumer is looking for. They want a number of things:
1) A good price
2) A great selection of products
3) A comfortable, friendly place to shop
4) Easy access (including the parking)
Most local package stores run an ad of some type, including the items being promoted at a sale price. Some use mailers, while others use flyers. No matter which medium is used, this is the way to communicate to your potential customers.
In these economically challenging times, the average customer reviews these ads in whatever form they receive. The savviest customers may bring the various ad features along on their shopping trip, comparing prices from store to store.
Here is the ‘chess game” element that can give you a pricing advantage.
Instead of promoting a 6 pack or a 12 pack in your ads (both easily compared with your competitor’s pricing), why not promote a “five” 6 pack deal or a “three” 12 pack deal? I am not insinuating that your customers are “slow”, but there is a “laziness factor’ involved in all shopping decisions. If it is too hard to determine the bottom line savings, most customers will go with what they think is the best deal. Our industry, along with grocery stores, have brainwashed the consumer to look for certain packages and deals. By throwing them a slight curve, you can make it more difficult to compare your promotional prices to your competition.
Try it in your next promotional feature and see if you can “checkmate” your competition.
We invite your comments, questions and/or suggestions. To add one, simply go to the end of any post and click on the word "comments," in comments to links to this post. That will take you to a site where you can leave your thoughts.
Remember, training seminars are available to suppliers, distributors and retailers. Contact us for information on specific details, time lines and costs.
Thank you for your continued support.
Don Apostolos
The Apostolos Pro Beer Post
973.692.9585
dapostolos@optonline.net
Saturday, February 20, 2010
Tuesday, February 9, 2010
KEEPING THE CUSTOMER IN YOUR STORE
FOR PACKAGE STORE RETAILERS
Today’s retailer’s foremost issue has always been getting the customer into his/her store. That has always been and continues to be quite a battle. But the smart retailer knows that is just part of the story. The key is keeping that customer in your store as long as you possibly can. The longer that customer stays, the higher the potential basket ring.
The “destination” customer stops in to purchase a specific item. His/her plan is to buy the item and leave. The smart retailer does a thorough job in keeping that consumer involved in the store, inducing them into possibly making an incremental purchase.
Studies show the “case of beer” buyer will also buy a 6 pack of another brand, or a bottle of wine, if it is made available, in an attractive, approachable manner.
Here are some proven methods of keeping your customers happy and in turn shopping longer:
1) Soft, pleasant music
2) Muted color scheme…light blue tests best
3) Pleasant aromas (popcorn popping, cookies baking, sample items being prepared
4) Non-cluttered aisles. The customer should be able to walk (with a cart) down every aisle, without fearing knocking over numerous displays
5) The proper use of key display areas, to offer “impulse” items to the “destination” shopper. Satellite displays near the beer cooler as well as free-standing displays at the check-out counter are best for driving those extra sales
6) Educated, floor-walking employees to assist customers with their purchases
Obviously, you cannot close down your store to paint, add sound systems, re-deploy your floor plan, etc. You can, however, do a little bit, regularly, over a specific period of time.
Remember, statistics show these moves will help you sell incremental product, by keeping the consumer in your store, shopping longer. A higher basket ring translates into a better R.O.I. for you. It is definitely worth a try.
To read more of my posts, simply click on a month listed in the column to the right of this post. There are a great number of ideas to help you improve your business. Take the time to visit them all.
We invite your comments, questions and/or suggestions. To add one, simply go to the end of any post and click on the word "comments" in the comments links to this post. That will take you to a site where you can leave your thoughts.
Training seminars are available to suppliers, distributors and retailers. Contact us for information on specific details, time lines and costs.
Thank you for your support.
Don Apostolos
The Apostolos Pro Beer Post
973.692.9585
dapostolos@optonline.net
Today’s retailer’s foremost issue has always been getting the customer into his/her store. That has always been and continues to be quite a battle. But the smart retailer knows that is just part of the story. The key is keeping that customer in your store as long as you possibly can. The longer that customer stays, the higher the potential basket ring.
The “destination” customer stops in to purchase a specific item. His/her plan is to buy the item and leave. The smart retailer does a thorough job in keeping that consumer involved in the store, inducing them into possibly making an incremental purchase.
Studies show the “case of beer” buyer will also buy a 6 pack of another brand, or a bottle of wine, if it is made available, in an attractive, approachable manner.
Here are some proven methods of keeping your customers happy and in turn shopping longer:
1) Soft, pleasant music
2) Muted color scheme…light blue tests best
3) Pleasant aromas (popcorn popping, cookies baking, sample items being prepared
4) Non-cluttered aisles. The customer should be able to walk (with a cart) down every aisle, without fearing knocking over numerous displays
5) The proper use of key display areas, to offer “impulse” items to the “destination” shopper. Satellite displays near the beer cooler as well as free-standing displays at the check-out counter are best for driving those extra sales
6) Educated, floor-walking employees to assist customers with their purchases
Obviously, you cannot close down your store to paint, add sound systems, re-deploy your floor plan, etc. You can, however, do a little bit, regularly, over a specific period of time.
Remember, statistics show these moves will help you sell incremental product, by keeping the consumer in your store, shopping longer. A higher basket ring translates into a better R.O.I. for you. It is definitely worth a try.
To read more of my posts, simply click on a month listed in the column to the right of this post. There are a great number of ideas to help you improve your business. Take the time to visit them all.
We invite your comments, questions and/or suggestions. To add one, simply go to the end of any post and click on the word "comments" in the comments links to this post. That will take you to a site where you can leave your thoughts.
Training seminars are available to suppliers, distributors and retailers. Contact us for information on specific details, time lines and costs.
Thank you for your support.
Don Apostolos
The Apostolos Pro Beer Post
973.692.9585
dapostolos@optonline.net
Monday, February 1, 2010
CONTROLLING THE P.O.S. IN YOUR PLACE
FOR ALL RETAILERS
We all want to promote as many successful items as we possibly can. That’s just good business. It’s when the distributor or supplier rep begins saturating your bar and table tops with numerous pieces of P.O.S. representing unknown items that you, as a smart owner, must step in.
We have all been in accounts where the table tents and promotional pieces make it hard to put down your beer. In package stores, we have all seen the clutter of too many signs, as well as those which are no longer relevant. That’s not smart marketing. If the consumer is overwhelmed with information, they tend to shut down. That is the exact opposite of what we want, regarding the P.O.S. on the front line with the consumer. How do you handle this issue?
The answer is simple. As the person ultimately responsible for the success or failure of your business, lay down a few basic guidelines. Tell your sales representatives that YOU must OK every piece of P.O.S. placed in your account. Tell your salespeople, there is a limit on the number of pieces you will allow on tables, the bar, the cooler or the windows.
To answer the potential, negative reaction, institute a rotation system with your P.O.S. Make the time limit one or two weeks. At the end of that time frame, salesmen can replace the existing P.O.S. with another piece (approved by you). Additionally, ask some key questions about any new item, before buying it and placing the P.O.S. Is there major media backing the introduction? Are there any “permanent” P.O.S. pieces available? Are there any pieces that do more than just promote the product (chalk-boards, lighted magic marker-boards, etc.)? These are items that you can use to promote your place as well as the new product. Obviously, if an item being promoted by P.O.S. is selling well, keep that item and the P.O.S. piece in place.
By putting a guideline in place, and adhering to it, the result will not only be a cleaner, less cluttered look to your place but the new brands carried, will be limited to those with the best chance of success.
Remember, when all is said and done, you are the person in control of your place. The good distributors will work with you on this subject, as they know the way to win is by working with the retailers, not around them. Control your place. Promote items represented by the distributors who respect you and who work in a reciprocal manner.
We invite your comments, questions and suggestions. To add one, simply go to the end of any post and click on "comments", in comments links to this post. That will take you to a site where you can leave your thoughts.
Remember, we offer training seminars to suppliers, distributors and retailers. Contact us for information on specific details, time lines and costs.
We appreciate your support.
Don Apostolos
The Apostolos Pro Beer Post
973.692.9585
dapostolos@optonline.net
We all want to promote as many successful items as we possibly can. That’s just good business. It’s when the distributor or supplier rep begins saturating your bar and table tops with numerous pieces of P.O.S. representing unknown items that you, as a smart owner, must step in.
We have all been in accounts where the table tents and promotional pieces make it hard to put down your beer. In package stores, we have all seen the clutter of too many signs, as well as those which are no longer relevant. That’s not smart marketing. If the consumer is overwhelmed with information, they tend to shut down. That is the exact opposite of what we want, regarding the P.O.S. on the front line with the consumer. How do you handle this issue?
The answer is simple. As the person ultimately responsible for the success or failure of your business, lay down a few basic guidelines. Tell your sales representatives that YOU must OK every piece of P.O.S. placed in your account. Tell your salespeople, there is a limit on the number of pieces you will allow on tables, the bar, the cooler or the windows.
To answer the potential, negative reaction, institute a rotation system with your P.O.S. Make the time limit one or two weeks. At the end of that time frame, salesmen can replace the existing P.O.S. with another piece (approved by you). Additionally, ask some key questions about any new item, before buying it and placing the P.O.S. Is there major media backing the introduction? Are there any “permanent” P.O.S. pieces available? Are there any pieces that do more than just promote the product (chalk-boards, lighted magic marker-boards, etc.)? These are items that you can use to promote your place as well as the new product. Obviously, if an item being promoted by P.O.S. is selling well, keep that item and the P.O.S. piece in place.
By putting a guideline in place, and adhering to it, the result will not only be a cleaner, less cluttered look to your place but the new brands carried, will be limited to those with the best chance of success.
Remember, when all is said and done, you are the person in control of your place. The good distributors will work with you on this subject, as they know the way to win is by working with the retailers, not around them. Control your place. Promote items represented by the distributors who respect you and who work in a reciprocal manner.
We invite your comments, questions and suggestions. To add one, simply go to the end of any post and click on "comments", in comments links to this post. That will take you to a site where you can leave your thoughts.
Remember, we offer training seminars to suppliers, distributors and retailers. Contact us for information on specific details, time lines and costs.
We appreciate your support.
Don Apostolos
The Apostolos Pro Beer Post
973.692.9585
dapostolos@optonline.net
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