Page 36 - LPG August 2018 Newsletter

36
The Luxury Report August 2018 Luxury Products Group
DEVELOQP A RETAIL MENTALITY
Now that we have brought our merchandise to life and made it the star of the show, is it time for our showroom staff to start writing orders?
A. THAT IS CORRECT. BUT REMEMBER, IT CAN GET EVEN BETTER! YOUR SHOWROOM IS A DESTINATION! THE ONLY REASON CUSTOMERS COME TO YOUR SHOWROOM IS TO PURCHASE A PRODUCT THEY ALREADY DECIDED THEY WANT AND THAT YOU HAVE TO SELL.
INSPIRE IMPULSE SALES.
Take advantage of the buying mood of your customers by surprising them with unexpected products displayed nearby that may complement their purchases.
ACCESSORIZE YOUR SHOWROOM WITH GOODS THAT WILL ENABLE YOU TO MAKE YOUR MARGIN. Many accessories have higher margins than your standard merchandise.
MAKE EVERYTHING IN YOUR SHOWROOM AVAILABLE FOR PURCHASE.
The items you use to decorate and accessorize your displays should be available for sale. Help customers with limited design expertise recreate the look they fell in love with in your showroom.
CONSIDER HOW FAR YOU CAN TAKE THIS
RETAIL MENTALITY.
Check out what your competitors are doing to expand their showroom offerings. Do they carry lighting, replaces, home furnishings? Some have opened stand-alone stores separate from the wholesale portion of their business. These new facilities are located in a retail shopping area or design district to capture walking and impulse traf c.
davidhawkinsdesign.com
david@davidhawkinsdesign.com 234.678.6257
OFFER COMPLEMENTARY PRODUCTS FOR SALE.
For example, the bathroom section of your showroom can have displays of soaps, salt scrubs, bath brushes, towels, robes, etc. In the kitchen area, create displays of specialty cleaners, cooking utensils and other accoutrements, aprons, coffees. You get the idea.
PARTNER WITH A SKILLED RETAILER TO HANDLE THIS TRAFFIC IF YOU ARE BRAVE ENOUGH TO ENTER THE RETAIL ARENA WITH A STAND-ALONE STORE. Don’t burden your skilled staff with selling
“soft goods.”
SELL GIFT CERTIFICATES AND SPECIALTY GIFT BASKETS FILLED WITH ITEMS ON DISPLAY AND AVAILABLE FOR SALE IN THE SHOWROOM.
At holiday times, these can function as tremendous "check builders” for showrooms
that do it right.