Summer is the time of year when consumers turn their attention to home security. This is because thousands of homeowners spend more time outside or going on holiday, leaving their homes empty, unsecured and unprotected. Therefore, it’s not surprising that burglars also ramp up activity during the lighter evenings with a 10% increase in domestic burglaries and a 40% increase in outdoor thefts.
As a result, this provides merchants with a lucrative opportunity to promote home security solutions to customers, making trade professionals aware of this greater demand for services in order to maximise profits over the summer months.
Understanding and stocking the right product mix during this time of year is essential to enable merchants to meet the requirements of trade professionals.
When considering upgrading home security, homeowners look to invest in improving door locks. As a result, merchants should be stocking high-security locking solutions to meet this demand.
Yale’s new Platinum 3 Star cylinder offers the highest level of security against known cylinder attack methods and has been designed to protect homes with its anti-snap, anti-bump, anti-pick, anti-drill and anti-pull technology. The cylinder is Secured by Design approved and its three star rating means it does not require additional security furniture to meet Document Q compliancy.
Homeowners will also be considering securing their outbuildings and sheds, which over the summer months often contain garden tools and furniture, as well as expensive sports equipment. Sheds and outbuildings are traditionally supplied with minimal security so it’s worth suggesting to customers that they stock robust, weatherproof padlocks on their van as handy add-on sales products.
Smart alarms and CCTV kits are all ideal for promoting at the start of the summer, as they are great for the connected traveller who wants to keep a watchful eye on their home and its contents while they’re away on holiday. Yale’s Smart Home Alarms and Smart CCTV systems can be remotely controlled by via the free Yale Home System app, which is a real selling point for the security-conscious end-user.
This year, Yale will be running a specific ‘Home and Away’ consumer marketing campaign to promote summer security measures and create a strong sales opportunity for merchants, who can specifically push security products that can be fitted during the warmer months.
Merchants should also encourage trade professionals to make the most of the increase in consumer demand by using specific selling techniques to boost revenue.
Point-of-sale displays act as a reminder to trade professionals to stock quality outdoor security solutions now the summer is here. An eye-catching display, both by the shop entrance and on the countertop, can help to promote seasonal offers, and can have a significant positive impact on sales.
Combining the right mix of promotional techniques and seasonal products will place merchants in a strong position for increasing revenue this summer.
Dave Herbert is business development director for Yale Smart Living.
