Mix it up to make the most margin in 2016

on 12 January, 2016

Home security products offer huge potential for merchants, but with so many different options available, the surest way of making the most of security sales in 2016 is by stocking a varied and strategic product mix.

As well as the obvious seasonal stock, such as locks for the home-mover period in spring, padlocks in summer, and security lighting in winter; there are also certain products that will sell well all year round. Home alarms, for example, will almost certainly be strong sellers throughout the year, and sales should peak during holiday periods.

Similarly, Yale’s Doormaster range of replacement multipoint locks can be stocked during all seasons, as you cannot predict when an end user’s multipoint lock will fail. Plus, with the many variants of door now in use, it is not easy to know which type of lock a trade professional will need until they are on the job. That is why it is a good idea for merchants to always have a full range of replacement multipoint locks in stock.

As well as ‘traditional’ security solutions such as cylinders, nightlatches, and replacement multipoint locks, merchants should consider stocking a ‘new wave’ of smart security products.

Items such as smart locks, telecommunicating alarms and CCTV systems will be widely accepted by consumers in 2016, and as research shows that the majority of homeowners prefer these types of items to be professionally fitted, stocking them can offer a lucrative revenue stream for merchants.

When it comes to your customers, trade professionals want simple solutions to save time and money, so give them the option to get everything they need in one visit. It is also a good idea to find out everything you can about your customer's business, so you can offer other related products. For example, if a customer is buying a cylinder lock, you could suggest a new door handle to accompany the door set.

Merchants can also utilise strong selling positions on the shop floor, such as near the counter or door, to showcase eye-catching merchandisers featuring add-on security products such as padlocks in order to maximise profits.

Last but not least, it is important to ensure all members of staff have the very best and latest knowledge about all products and relevant industry standards, which then can then relay to their customers in branch, helping to build trusted relationships, increase customer satisfaction and further improve sales.

Hannah Adkins is marketing executive at Yale.

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