Cross merchandising, co-branding, and double exposure-these are all phrases we've heard about and have probably attempted to implement as a strategy.
The key to successfully cross-promoting product is to effectively connect with each consumer. Don't just assume that people will "get it." Use signs, packaging, creative displays, and don't be afraid to really show the products. Bath and body products are an important part of your business and have incredible opportunities for creative displays and sales opportunities.
Product Placement
It sounds simple... but place your shavers near the shave cream! We've all been
guilty of keeping related products separated for various reasons. Time to look
at the flow of your merchandise and take a lesson from some of the larger
main-stream merchandise stores.
Display Techniques
Sometimes it's not enough just to stand corresponding items side by side. Why
not use real life props when highlighting specific products? For example, we've
used a claw-foot bath tub in our bath and body displays at our Fairvilla
Megastore location in Orlando.
On that display you might see a loofah next to a personal shaver, with candles
along the edge, and scented bubble bath and shave cream on a bath tray. You may
see also see a "Rub My Duckie" nearby! Remember, you don't have to create something
incredibly large. What about using a pedestal sink or a night stand? Shower
curtains make excellent backdrops. Get creative! Make the displays that appeal
to the customers.
Education
Signs
with descriptions are helpful tools. Not only can you extol the virtues of your
products, but you can also talk about how they might be used in conjunction
with other items in your store. If the item is endorsed by a celebrity, mention
that as well. Remember not to get too wordy. Be direct. Bullet points work
best.
Categorize Books
For customers looking for more information about personal care, or other
sexual topics, put your book selection is in sections that are easily
understood by the consumer. Then, use displays and signs in that department to
help cross-merchandise books to the bed and bath products, novelties, movies, fetish
items, etc.
Show the Product!
Open a jar of Honey Dust and set it out on the nightstand to illustrate that
it's a wonderfully scented everyday dusting powder. Open a book to a specific
page that highlights shaving techniques and place it on an easel by your bath
display. Customers like interactive displays. Also, encourage your staff to think
of ways to weave products together. If they are well-educated on the products,
take ownership in their presentation, and listen to the customer-the overall
experience will be enhanced which can in turn lead to increased sales.
Guest Column by:
Debra Peterson
Director of Marketing
Fairvilla
Megastores
