Party Line: Snagging Sales
It’s everywhere you turn — billboards, TV commercials, print ads in the paper, coupons in your inbox — but nowhere are retailers more clever than when you’re actually in the store.
Just this past weekend I overheard customers behind me in line mention the fact that items placed along the checkout lines were “the best advertising there is.” Not only could they get stocking stuffers, but also candy, pop, batteries and any number of things that seemed unnecessary until presented so accessibly.
That’s to say the area around your cash wrap is indispensible when it comes to those “I don’t need it, but it would be a great addition”-type items. Buying a balloon bouquet? Add a cute weight or plush. Buying a gift? Be sure to add a card and some candy.
It’s not just the impulse buys that draw people in. Retail shopping studies have found that most people turn right when entering a store, so be sure to highlight tempting new and seasonal items to the right of the entrance and keep your everyday goods in the back. Shoppers will have to pass all the new displays and sales to get to the basics they need.
And don’t discount the value in demonstrations and samples of what they can buy — whether it’s a balloon creation, a makeup/costume tip or a toy — as seeing and trying is believing and buying and that’s still the goal in the end.