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!
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.