“Education is the key to selling adult products,” said Julie Stewart, vice president of Sportsheets and moderator of the Retailer’s Seminar at the 2004 International Lingerie Show in Las Vegas.
The seminar was organized and hosted by five complementary manufacturers, all dedicated to quality: I-D Lubricants, Kama Sutra, Sportsheets, Tantus Silicone and Vibratex.
“The sea of adult products can be overwhelming to your customers unless your staff can help them differentiate between them,” Stewart said.
The organizers expected 60 buyers at the seminar, but more than twice that number showed up for the nearly three-hour combination presentation and demonstration.
“As manufacturers we know our products very well—and our Retailer’s Seminar was a chance to share that information with the store managers and owners that are our customers,” said Shay Martin, vice president of Vibratex. “Creating an educated sales force is a sure way to increase sales.”
“Retailers are now the sex educators and therapists,” Stewart added. “The easier we make it to do their job, the more successful the retailer will be.”
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Giving retailers information about the products they sell helps with add-on sales.
“Lube is the perfect complement to everything in your store—lingerie, novelties, videos and literature,” added Todd Carter, director of sales for I-D Lubricants.
Carter also gave specifics about the benefits of lube, such as increased frequency of orgasm, promoting production of a woman’s own natural lubricant and reduced condom breakage.
“People are loyal to their chosen brand,” Carter added. “ID gives away more than 15 million lube samples each year, making it one of the most recognized brands in the business.” He introduced the new ID Sensation Warming Liquid, which he said not only heightens sensation but is “Red Bull for the clitoris.”
Cheryl Flangel, director of sales and customer relations at Kama Sutra, told attendees how to safely introduce couples to their products by explaining how the products can spice up customer’s sex lives.
“Our products are created to bring people closer—both physically and emotionally—with the one they love,” she added. “Our packaging is sensual, and the products offer opportunities to touch and taste one another that enhance their intimacy. Our Honey Dust Body Powder comes with a feather tickler so you can dust it on then luxuriously kiss it off.”
As more consumers become more comfortable with their sexuality and enter the adult product marketplace, it becomes imperative that retailers are ready to educate first-time buyers. If these customers are happy with their initial purchases, they’ll come back for more.
“People’s eyes are bigger than their orifices,” said Metis Black, president of Tantus Silicone, as she held up one of Tantus’ dildos. “If they don’t have a good experience with their first purchase, you may lose them as a customer for good. Products like the Bend Over Beginner Strap-On Harness Kit make the first experiences positive, and from there they can grow and buy more dildos to fit the harness and eventually other harnesses that these dildos will fit into.
“Silicone is the only soft sex toy material available that’s hygienic, hypoallergenic, easy to clean, and will last a lifetime,” she added. “As in the fashion world, once a customer has found a brand they trust, they will return to add to their collection. Women are consumers they don’t just have one vibrator.”
All presenters agreed that showing customers the quality of products is key.
“Having products out of the packaging for demonstrations is the best way to sell quality products,” said Shay Martin, vice president of Vibratex. “Women who are pleased by their vibrator purchases become more adventurous in their buying habits, and in many cases those customers return with ready-to-buy friends.”
Julie Stewart emphasized how important it is to gauge a customer and help them take the right step at the right time. “From blindfolds and feather ticklers to leather paddles and strap-on harnesses, it’s all about helping couples create a sexual fantasy.”
Tom Stewart, founder and president of Sportsheets, asked the audience to consider this: “98% of couples that walk into your store have sex, every couple! More than 95% of your single customer’s have sex. What do you offer them for different and better sex?” With models demonstrating, he showed Sportsheets new I Like It Doggie Style, Super Sex SlingandPositionary Cuffs — items that pivot hips, make positions more comfortable and change the feel of a couples’ sex.
Because of the response from attendees, other seminars are being planned for future conventions.
