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Simple layout - matching products
It is unlikely that the customer will know the range of additional products and attachments which manufacturers offer to enhance the performance of their core products although they may be very grateful if a salesman recommends them and their benefits. It is essential therefore to stock and display product ranges and attachments together as this creates an opportunity to up-sell. If kitchen machines, such as the Kenwood Chef or kMix range, have additional attachments available, display them in one place so consumers can see the versatility of the products.
Moreover, group together matching or coordinated - in terms of style or colour - sets or products, such as breakfast ranges of kettles, toasters and coffee makers. Once consumers see how attractively they look together, they are more likely to buy more than one of them.
Point of sale
Keep PoS material and product-related information near relevant products and copies of product literature near the till, so sales staff can handle customers' enquiries with confidence and verify any information which customers may require. This looks professional and is the perfect way to draw attention to products and showcase what your store has to offer. It can also help staff to get a better understanding of the products they sell.
Consumers also may not be aware of the versatility of the products on display. For example the FP950 Multipro Libra food blender has built-in scales and several attachments which enhance its performance. A running video, set up close to the product, which demonstrates the product's versatility and its benefits may help customers to make a purchase decision.
Kenwood provides a variety of PoS material to independent retailers, with information on each range, so ensure this is put to good use.
Think about your window
The perfect way to attract new customers is to work on your window display. Why not create a seasonal feature with small appliances you sell and with the help of a few props create some theatre around the new products? This may attract new consumers into the store.
Keep up with trends
Closely follow national news and wider socio-economic trends to spot the profit opportunities they may offer. For example, during the current economic climate, more people are cooking at home so encourage customers to purchase the product which could help them to create successfully a range of meals, regardless of whether they are expert cooks or novices. Merchandise them together or even set up a mock kitchen if you have the space. Live demonstrations also help bring the products to life.
Kenwood
With 60 years' heritage and a wide portfolio of small appliances, Kenwood is in a good position to advise independent retailers on how to grow sales in this category. In a regular column, Penny Jones, Kenwood brand manager, will be offering IER readers marketing advice and sales tips on a range of topics - from store layout, ways of up-selling to staff training. This month, Penny advises on how to use your store as a marketing tool to maximise sales.
To get more information about the range of Kenwood products visit www.kenwood.co.uk or call 02392 293 300.
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