It will come as no surprise that well thought out merchandising methods can be utilised alongside other marketing techniques to influence sales, but how can builders’ merchants maximise potential?
If you have a shop base, there are a number of strategies you can put in place to get the most impact from your stock. Link selling with strategic placement of stair part products that are easy to install and co-ordinate with a variety or home improvement products is a simple means of encouraging additional sales, which in turn, will help the bottom line.
To further capitalise on profits, merchants can feature seasonal point-of-sale merchandisers and stand deals that will capture their customer’s attention at just the right time. For example, during the spring months a ‘home improvement’ display featuring, handrails and spindles will help to maximise add-on sales.
By taking the opportunity to promote stairparts in branch, and making sure all staff are up to date with all the latest ranges, including the features and benefits of each product, merchants will place them in a trusted and respected position, as they are able to advise their customers which products are best suited to the project they are completing.
Paul Lerigo is marketing director at Richard Burbidge.