03/ 22/ 2002
Many retail store owners spend a tremendous amount of time and energy arranging shelves and displays to make their products more attractive to customers. Such projects are never a waste of time, but with just a little added effort, shelves and displays can be given even more sales punch. Jeffrey Moses explains in today's Workshop.
A cardinal rule of sales is that the more customers know about a product, the more likely they are to buy it. To help inform customers about your products, consider placing small signs on your shelves and displays that describe its special attributes. While extremely inexpensive, they can boost sales quickly.
Here are a few things to focus on in such a sign:
- How well the item is made
- How long it will last
- Whether it includes special features or materials
- Uses or placement in the home or office
- The uniqueness or inventiveness of the item
- The popularity of the item in your store
The signs can be simple or elegant. If you have nice handwriting or can write calligraphy well, the signs can be created by hand. Otherwise, use a computer.
Studying the copy of direct-mail catalogues can help you refine your word skills. Wording on the signs should always be large enough for customers to easily read. Be concise in your descriptions, but always try to say something that will make the product seem unusual, interesting and valuable to customers. At times, even bullet-points will work.
When you've placed the signs around your store, you'll be pleased to notice how closely customers read them. People love to know more about products they're thinking about buying. Placing signs around products helps you inform customers without having to constantly intrude into their shopping experience.
