retailing

AMPC 2010 ConventionRetailing Symposium

Presented in Association with


• Picking the Pieces• Generate the Green• Presenting the Product• Marketing the Merchandise


• Picking the Pieces– Identifying Product– Resources


• Identifying Product– Understand the Customer


• Identifying Product– One stop mindset– Mailing Services– Packing Services– Impulse– Local Fair


• One stop mindset– Business Services– Competing with Big Box

• Products not easily found• New, better products• Showcase expertise

• Quality over Price


• Mailing Services– Retail Needs– Mail Shop Needs

• Packing Services– Moving– Storage– Packing


• Gift Items– Pre-printed products– Impulse Items– Consumers purchase impulse


• Local Fair– Community Interest– Community Product


• Resources– Local Dealers– National Dealers


• Generate the Green– Pricing Strategies– Turnover – Investment– Inventory Management


• Pricing Strategies– Know the Customer

– Bargain = 37%

– Mental Math– Retailing Benchmarks– Kit Pricing


• Turn– Annual Sales / Average Retail Inventory– Stock to Sales– 4 times / year– Higher turn = stronger retail– Low turn needs high margin


• Investment– Sales Mix– Cash Flow– Balance inventory to perception /

service


• Inventory Management– Sales Tracking

– Categories count

– Counts– Match physical to book


• Presenting the Product– Store Layout– Display


• Store Layout– Customer landing strip– Just right is prime real estate– Room to move


• Store Layout


• Displaying Product– Advantage of Retail Packaging– Organization– Your ugly Box display


• Retail Packaging• Marry products with perception

• effective package design• strong brand awareness• consumer confidence• high quality product that you can trust• consistent, professional looking Plan-o-Grams• a wide range of merchandising vehicles• strong marketing and ad campaigns


• Retail Packaging


• Organization• Catch the eye

• Sight Zone• Slant Displays

• Avoiding perfection• Avoiding voids• Organized by categories


• Organization


• Your ugly box display


• Marketing the Merchandise– POP– Environment– Signage– Marketing Plan– Sales skills


• Point of Purchase– Product

– Fun, interactive Items– Not necessarily related


• Point of Purchase• Signs• Clutter


• Environment– Move merchandise– Smell and Noise– Opportunity to play


• Environment– Good merchandising equals increased

sales– Commitment to customer experience– Professional appearance creates interest


• Signage– Short and Concise– Read in 2 seconds– Noticeable


• Signage


• Signage• Outside


• Marketing Plan– Monthly Specials– Focus on efficiency and cost– Target high traffic areas– Existing Customers

– Invoice flyers– Mailbox customers


• Sales Skills– “Knowledge of features, benefits and pricing– De-associate free with customer service– Training– Interaction

– Get out– layout of items


• Sales Skills– Matching products to needs

– “Plus” Selling


• Sales Skills– Motivation

– Sell an additional $5 in retail products to 20 customers per week at 50% margin and you’ll add $2,600 a year in profit!




• Sales Skills– B2B Sales

– Nursing Homes– Real Estate Agents– Art and Antique Stores

– Attitude

retailing

Education

product store layout

product marketing

community product

product resources

ugly box display

sales commitment

big box products

stop mindset business