Last week I saw first-hand how plush works as a sales counter impulse line. A customer came in and purchased one of our dogs, happily paying $24.95. She told me that she saw it earlier in the week when getting a magazine. I never thought of you for buying these she said handing the dog to me. She collects them and was going to another centre to buy them. I fell in love with this one when I bought That’s Life. Yes, that’s exactly what she said. As we chatted she revealed she’d buy one or two a month for herself and as gifts for friends and family.
I love this lady because she says a soft toy (as she calls them) is the best gift you can give someone. Her pitch was a perfect sales pitch and a reminder of the broad reach a good plush range can have.
When I handed her the receipt which included a discount voucher she beamed a smile and declared she will be back soon!
We won the sale solely because we have the range of dogs at the counter. She will be back because of the range and because of our front-end loyalty program. The one dog sale is worth a lot more confectionery than we used to sell in a dave from the same location.
Mark, I am interested to know which shop fitter you engaged for your new store/s which clearly has all your practical merchandising strategies. I.e. removing tradional confectionary space allocation to higher GP products. i follow your blog daily and keep a journal of key retailing points and suggestions you make. very helpful. I’m relocating from a high street strip to a regional shopping centre and will start with a blank canvass, your guidance on a fitter will be a point in the right direction. Cheers
CR the key supplier is CAEM as it’s their fixtures. Any fitter can with with them. I got onto CAEM through a newsXpress arrangement on access and pricing.