Without Slashing Prices!
Seven Ways To Have A "Sale" Event
Without Reduced Prices!
THERE'S NO DOUBT ABOUT IT.
Cutting prices can be one of the quickest, most powerful ways to
attract customers in window fashions —or in any other kind of
retailing. Today, "big percentage off" advertising is one
way to build business, but it isn't the only way.
Price cutting may cause big
problems, too. The negative impact on your profits can also be quick
and powerful. Competitive situations can lead to ever increasing
discounts that end up eating into profits. Today's consumer wants to
buy products that are "on sale", so here are a few ways
you might try to have a "sale" to attract customers —
without cutting prices.
Over time, the word "New" has proved to be one of
the most compelling words that can be used in an advertising
headline. In stores, a sign that says "New" will
actually draw more attention than a
"Half-Price" sign. This is even more so when your
products are fashion based, as window coverings are.
The secret is to find something that your
customers will see as new and different. It may or may not be radically different
from your normal product line — it may be a new feature,
new colors, a new service or an entirely new product line.
some things that you may consider old news or slightly dated
are still perceived as new by your customers who don't buy
window coverings every day. Statistically, today's shopper
hasn't bought window coverings for about seven years.
In window fashions, Hunter Douglas leads the way in truly
new products and new features. Keeping up with them can be
difficult at times, but it's well worth it.
2. Let's Make
Trade-in or Trade-up advertising has worked well for many
years in some industries, most notably for car dealers. This
strategy could be adapted easily to window fashions. The
amount you allow for a trade-in may be attractive to
potential customers while increasing your profitability.
What do you
do with the items traded in? Aluminum blinds may be sold to
a recycler to further increase your profits. Or you may want
to donate usable products to a charity organization. Or you
may simply discard some items — it really doesn't matter
— the idea is to generate sales and earn a higher profit
than you would with conventional discounting.
One, Get One – FREE!
Buy one, get one free advertising can be a very effective
way to create traffic. It certainly isn't a new idea and it
can amount to price-cutting in disguise if you're not
careful, but it's a popular approach in retailing — mostly
because it works. With this type of sale, you are often able
to sell products at a higher price than you would with
typical percentage off advertising.
Most consumers don't see this as buying two
items at half-price. Instead, their perception is that they
bought one at regular price and you, generously, gave them
another. If there's a lot of "Buy one, get one
free" advertising in your area, you might try a
variation like a Penny Sale (Buy one, get one for a
penny) just to be different. Other variations could be,
"Buy Two, Get One Free" or "Buy One, Get One
At Half Price" and so on.
4. Buy One, Get Something Else — FREE!
"Free" is another one of
those powerful words to use in your advertising. It doesn't
matter that much what you offer "free with
purchase". If it is an attractive item to your target
customer, offering it "free" will undoubtedly
You may want
to associate a freebie with a product. For example, a free
can of compressed air with an order of Luminette® Privacy
Sheers or Silhouette® window shadings can help your
customer in cleaning.
5. Reach For The Stars
Book stores often use celebrities to attract customers.
Would it work for you, too? It doesn't necessarily have to
be an extremely famous person world-wide. Maybe a local
sports hero or celebrity, or a live remote with a popular
radio personality. Even a manufacturer's representative
might be turned into a celebrity. Think about who might draw
a crowd to your store and who might want the publicity.
6. Give 'Em Credit
Today's higher end window fashions can certainly turn into a
major purchase. Whether moving into a new home or remodeling
an existing home, window coverings are usually the last
thing in, well after the money is spent. It isn't
unusual at all for a window coverings customer to need
financing. Check with your banker or other financial
institutions to help your customers arrange financing.
By offering financing in your advertising, apart from bank
cards, you'll attract customers who are truly ready to do
Offer in-store clinics or workshops on home decorating; on
on color selection; on today's fabrics; on select product
lines; on home decorating in general — there are all kinds
of topics your customers might find interesting. Schedule
these events for times that are convenient to your target
customer. By educating them you'll earn their loyalty and
trust for years to come. Be
sure to schedule your clinics when your target customers are
available. This may mean evenings or weekends.