Learning the appropriate and optimum dates for seasonal sales can be tricky. Most retailers will have firsthand experience of their custom, having seen customers come and go over years, learning to predict changing patterns in demand. For those that take this knowledge prepare well, sales can be better optimised. For others, opportunities can be missed and frustrations grown. Endeavouring to better understand your retail sales should be a priority.
Difficulties arise in many ways. Displaying products too early, for example, takes retail shelving space away from other items, potentially leading to frustrated customers, while displaying them too late can detract from sales, creating eventual overstock. It is estimated that over two-thirds of UK shoppers perform their Christmas shopping during November. Missing this window and waiting until December is likely to render stock unsold. Competing retailers also need to be considered, since how they manage their seasonality will directly affect yours.
To help better understand the importance of a retail calendar, and how to make the most out of seasonal sales, we’ve put together a guide containing the essential elements.
Adapt Your Shop Floor
During seasonal holidays and sales, it is safe to assume there will be a greater number of customers. This increased traffic is, of course, very positive. However, if your store’s retail furniture and displays are not adapted to accommodate increased footfall, your offered shopping experience is likely to encourage stress and disorientation, leading to lost sales as customers feel crowded, prevented from easily browsing, and in need of stepping outside.
Investing in modular retail furniture or adjustable shelving can be a huge advantage to stores that experience dramatic changes in footfall. Foundations, such as slatwall, allow for quickly changeable displays or reorganised shelving, so that, even last-minute adjustments can be made should an unexpectedly busy period occur.
Distinguish Your Stock
Competing with other retailers in the area, as well as internet sales, can be difficult. One effective way to do so is to offer stock that is specific to your store. This could be, for example, filling your greeting card units with holiday designs by local artists, offering unique creations that stand out from other high street offerings.
By both engaging with local interest and celebrating such products, those that are more difficult to find elsewhere, you are encouraging customers to visit your particular store as well as building a distinct relationship with the local community.
Use Social Media
Never before have retailers had such an effective tool that allows them to closely engage with their customers. Posting online and to dedicated interest groups is a great way to gauge interest in certain seasonal products and trends. Those posts that perform well can encourage certain products to be promoted and those that fail can prevent further costly investments.
It is also a channel of communication that allows you to promote and shift discounted stock, targeting customers who are more likely to make purchases.
Sell Your Brand
Seasonal sales ensure a certain level of customer traffic, bringing in new and unfamiliar shoppers. They are an excellent opportunity to connect with those who are unfamiliar with your brand, encouraging them to shop with you again.
By making an effort to prioritise customer experience during these busier periods, you are helping to create long-term customer loyalty from spontaneous, seasonal shopping.
Crown Display
For questions regarding our catalogue or for enquiries regarding custom-made retail furniture designs for your store’s seasonal sale, contact the Crown Display team by emailing sales@crowndisplay.co.uk or by calling 0800 587 5880.
