Written by Bernie Vogel
As the famous industrialist and business magnate Henry Ford once said, “Nothing happens until somebody sells something.” I started my career in fine wine sales at a young age and it didn’t take me very long to grasp this nugget of wisdom. Yes, my employer expected me to sell cases of wine and spirits to the myriad of retailers and restaurateurs in my territory, but the sales magic didn’t happen until THEY sold something to THEIR customers.
Known as the Second Sale, this is when the merchant decides to reorder my product and my original sale and presentation starts earning dividends. So, what could I do for my customers, and now my business, to increase sell-through and start turning merchandise?
A great place to start is right at the front door! Greet your guests with a welcoming message, or announcement inviting them to come inside! Restaurants are known for using A-Frame signage known as Sandwich Boards to list their menu specials, but a tasteful sign in the window can work wonders for boosting your guest or customer count! Liquor stores and convenience stores are great examples of retailers who use window signage effectively but be careful not to take things too far. I have never been a fan of dayglo colors as attention-grabbers, but if used sparingly, like spices, they can be very effective.
One of my favorite merchandising tools is known as the Shelf Talker, a small sign or tag placed on or next to the featured product, offering a suggestion, an intrinsic feature, benefit or discounted price. I used these extensively in my sales career, as I do today in my bakery. I’ve always viewed these very effective “silent salesmen” as way for the merchant to convey why THEY brought the product and why the think the customer might be interested.
Everyone loves a story, and this little sign gives retailers the chance to share something special about a featured product. And don’t forget the price! In this day of UPC’s, merchants (including yours truly) in haste often forget to include a price tag and thus the goods just languish on the shelf.
One of my early mentors said to me, “Nothing sells inventory like inventory!” When you go to a grocery store or big box merchant, you can’t help but notice the larger displays at the end of the aisle known as “end caps”. Even small boutiques can bring attention to featured merchandise with some creative zhuzhing. “Stack it high and watch it fly!”
How about those little baskets, strategically placed at the cash register with candy or hand sanitizer or iPhone cables crying out for someone to make an impulse purchase. Location! Location! Location!
A little goes a long way, but the return on merchandising effort is not only noticeable, it’s measurable. Signage, displays or merchandise placed with intent will bring attention to the products you want to sell and help your customers make informed purchases all the while providing them with another reason to shop with you!
