Top tips for preparing for Christmas by @UKPOSGroup for #IndieXmas

With British shoppers spending £7.9bn online at Christmas last year, and online spending likely to increase even further during the festive period this year, retailers are facing a big challenge to increase consumer spending in-store. It’s therefore crucial that high street retailers turn a casual browser into a spender by encouraging impulse purchases and highlighting special offers the customer can’t resist. It is essential that retailers are thinking about their Christmas strategy and the role that their stores can play in this to ensure that they have a unique offering for shoppers.

Engage the 1000s of potential customers on the high street with their Christmas Shopping lists!

DCF 1.0

Get inside your customer’s heads

Understanding your clientèle is fundamental to your store’s success and is something to bear in mind when promoting special offers through point of sale. The other factor to consider is the style of point of sale items used to promote such offers.

Tried and tested techniques still work: Easily interchangeable point of sale such as pavement signs or ‘A’ boards outside the store can be updated with changing offers and prices throughout the festive period, as can free-standing poster holders and show-card stands inside, and even used for the January sales. For a really special look to stand out from the crowd, retailers could also consider point of sale that incorporates LED.

Don’t forget the importance of your shop window

Window merchandising on the high street is an extremely important part of a customer’s shopping experience. Ensuring a shop window really stands out and that special offers and promotions are clearly on show will make all the difference. LED cable and window kits can really stand out in the dark winter months, whilst self-cling window poster holders are simple but highly effective.

Keep pushing the key messages when customers are in-store

Take advantage of the run up to the festive period and the excitement that it generates and think of ways to promote impulse purchases, for example clip strips to promote batteries to accompany toys and dump bins around tills filled with the perfect stocking fillers. It’s important to make Christmas displays look and feel different for the customer in order to encourage spending at a special time of year.

It is important to create specific seasonal aisles within your store, and to use shelf talkers or magnetic banner arms to make special offers and promotions stand out on the shelf – these key products will attract customers to the store to buy their Christmas essentials.

Furthermore, key messages surrounding high value ticket items can help customers make a decision there and then, instead of turning to online retailers. Point of sale can be used to communicate with customers too, for example advertising extended opening house or stock availability, which is particularly useful when other stores are out of stock of popular items such as children’s toys.

About the Author – UK POS Group

This blog was written for the Support for Independent Retail Campaign by Debra Jamieson, Sales & Marketing Director of point of sale market leaders, UK Point of Sale – www.ukpos.com or speak to a member of the experienced customer services team on 0161 431 4400. Follow UK POS on Twitter at http://twitter.com/UKPOSGroup and join the company on Facebook at http://www.facebook.com/UKPOS.

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About Clare Bailey

Clare Bailey, The Retail Champion (formerly Clare Rayner), is one of the most well-known and respected retail experts in the UK. With unrivalled knowledge in retail, high streets and consumer matters, she offers unbiased, independent content – whether engaged as a professional speaker, for broadcast media, or for a written feature. Clare is a business woman, entrepreneur and founder of several small businesses. Having been born into a family of successful business owners, it was inevitable that she’d eventually jump off the corporate treadmill and step out on her own! Today her brand portfolio includes The Retail Champion, The Retail Conference, the Future High Street Summit and the Support for Independent Retail campaign. In addition, she is co-founder of Mobaro Retail UK and a non-exec director of Beed Virtual Assistant Services. Having started her career as a fast-track store management trainee for McDonalds, she went on to work with leading retailers such as M&S, Dixons and Argos. She moved swiftly into management roles before being headhunted into senior consulting roles with global software giant SAP, and international management consulting brand, Accenture. Her corporate background in senior retail, consulting and technology roles, coupled with her experience of creating and running her own business, has enabled her to be equally capable whether consulting to global brands or micro businesses. This unique blend has not only positioned her as a leading expert in all things retail, but has enabled her to add meaningful commentary and insight to the debate around the future of the high street, and, how technology is driving fundamental change in the way consumers, and businesses, interact. Clare has become an influential voice in her field, which has resulted in her becoming a regular media contributor and sought-after conference speaker. Often seen on Good Morning Britain, BBC Breakfast, Sky News, and Chanel 5 (to name a few), Clare speaks on a myriad of retail, high street and consumer issues – but is particular adept when it comes to explaining the context behind retail trading results, newly released data, and government stats, in a palatable and informative manner. In addition to broadcast and conference speaking, Clare is the proud author of two best-selling business books published by Kogan Page - The Retail Champion: 10 Steps to Retail Success, published July 2012 and How to Sell to Retail: The Secrets of Getting Your Product to Market, published February 2013. She has provided contributions to various academic texts, including Retail Marketing Management (published by Pearson). With an engaging, conversational yet informative style, Clare writes for press and content agencies, providing features, articles, blogs and opinion pieces as well as contributions to white papers and reports. However, when the situation demands a more serious style, Clare can deliver - In 2016 she wrote an extensive report for a major insurance and risk law firm, as a retail expert witness, to support a public liability suit. She found that project particularly enjoyable as it played well to her strengths – assimilating large amounts of data and information, identifying the key points and articulating that in an understandable manner. When not on TV or speaking at conferences, Clare’s “day job” sees her supporting consumer-facing businesses through her consultancy services. When asked to describe what she most loves about retail consulting it is typically the opportunity to “dig deep”, getting “under the bonnet”, in order to leverage the business data to uncover the insights that lead to “lightbulb moments”. She also loves working on business change programmes that centre on improving the processes and systems to increase profitability by supporting more rapid, better informed decision making, improving the customer experience, or simply by become more efficient and streamlined. In this respect she considers herself a “business engineer” with a brain that works like a relational database! Due to her years of experience, her logical, objective approach, her quick, rational thinking, she is known for being able to cut through complexity, seeing right through to the crux of issues, finding creative solutions that others may have overlooked. As if all that wasn’t enough, Clare is a working mum, juggling a home life in rural Lincolnshire with her partner, their 5 kids, 4 cats, and geriatric Labrador! For all enquiries, contact Clare directly on 01727 238890 or email champion@retailchampion.co.uk.
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