The specialist retail trade has direct contact with the end customer and can, of course, decisively influence the impact of the products it sells. By giving retailers the right kind of support, manufacturers can get into their good books, while drawing more attention to themselves at the same time. There are various approaches they can take to achieve this, all depending on the type of product.
Sales displays in various shapes and sizes are the most basic way to present the products so that they appeal to customers. This way manufacturers can ensure that use can be made of them regardless of the size of the shop. But product presentation should also go beyond merely displaying them. Posters for shop interiors and in shop windows are already familiar possibilities – but have you ever thought about producing floor stickers, e.g. in the form of small footprints, or ceiling danglers? Measures that make a visible impact from a distance and the unusual placement of products are also ways to put your assortment in the right light. In any event, the main thing is that the message or design is attractive enough for the retailer so that it stands out from the overall look and feel of the shop.
In the retail trade, there is a great need to explain articles, especially new products in the range. It may not be possible to show the full product benefit merely on the product packaging. In such cases, it makes sense to provide explanations to the retailer (and so also to the end user). Whether you do so via a printed card, tablets with written instructions or explanatory videos – the main thing is that the product benefit can be communicated in a persuasive and space-saving manner in the shop.
Support consumers with simple checklists, e.g. when they are making a whole load of purchases at the start of the school year. Such little aids are readily accepted on site, as they provide the customer with an overview and a certain degree of security that they won’t forget to buy anything. For retailers, this list also has the decisive advantage that they do not have to look after every customer throughout the entire selection process, but can simply refer to the checklist as an initial step. When drawing up the list, make sure that you stick to your corporate design and that your logo is clearly visible. You should, of course, also include items from your product range in the checklist.
Nothing can win a customer over to a product as much as the product itself. By organising a workshop, customers can test the products in action. Instruction from an experienced artist will also ensure that the products are used properly. Provide the retailer with the artist or workshop leader and the required products. You could maybe offer a discount after the workshop for the participants who decide to buy your products there and then.
The number of people who can take part in the workshops mentioned above is often limited to a small handful. This circumstance and the narrow time frames may mean that some interested parties may not be able to participate. In such cases, it makes sense to display finished projects or DIY examples in the shop itself. The products and materials required can then be presented in the immediate vicinity of the exhibit. Directly presenting the finished project charmingly illustrates the various possible uses of the products employed. Moreover, the shop can position itself as a source of inspiration.
All these measures that are intended to support the retail sector also serve to position the manufacturer. By following the examples mentioned above, not only do the retailers benefit from increased sales, but the manufacturer also benefits from increased awareness and improved image among end customers.
Not every activity is suitable for every manufacturer or retailer. The best way to find the right measures to take is to talk to the retailer in the shop. In the end, both sides will benefit from these creative arrangements.
