Doing Retail Right Retail Furniture Tip #7: Let’s Have A Sale!
Furniture Industry News Update -
Furniture World Magazine
It’s better to plan an annual calendar with fewer sales, but truly great ones.
This is the sixth installment in a series or excerpts from a new book by retail furniture store design and planning experts Lou Kief and Bill Walls titled, "Doing Retail Right", a new book available from the major online booksellers in print and e-reader formats. For more information on this book, or to order, visit www.DoingRetailRight.com.
How many people do you know who truly believe that a department store is going to give them an 80% discount during their 80% off sales? Shoppers have been bombarded with promises like this for years, and it insults their intelligence. If they have been shopping in your store and know the normal retail price, it had better be discounted as promised, or you’ll lose credibility.
Running sales back to back is also a huge mistake. It quickly trains your customers to wait for the next sale. Visit a store who does this during the time between sales and you could roll a bowling ball down the aisles without hitting anyone. It’s better to plan an annual calendar with fewer sales, but truly great ones.
Shoppers love bargains, so make sure to plan an annual “Scratch & Dent” or “Warehouse Clearance” sale. Here, is the perfect opportunity to put some meat on the bones of the word “sale”. You can unload things that won’t sell as well as broken and damaged product taking up room on shelves in your warehouse. Don’t bother looking at the invoice cost. Forget about adding freight. Mark it down to a price you know will make it disappear.
Become known for the VALUE of your sales. Don’t try to trick your customers.
About The Authors: Lou Kief & Bill Walls live in Guadalajara, Mexico after a forty year career helping retailers create successful stores. They share their home with Katrina,a huge, not very lady-like, Neapolitan Mastiff, three Mexi-cats; Diego, Frida & Trotsky, and Rocco, a pushy Amazon Parrot.
“After building and remodeling over 3 acres of retail space with Lou Kief and Bill Walls I heartily recommend their professionalism, expertise, integrity and creativity! I would invite anyone looking to improve sales performance or their store’s professional appearance to read their book; “Doing Retail Right!” -George Moore, COO, Wilcox Furniture, Corpus Christie, Texas
“You have given RETAIL a BREATH! I am overwhelmed by the scope, the simplicity and the heartfelt delivery.” - Steve Drake, The Villages, Florida
“Retail ideas combined with Life Lessons. I read it as a call to action for veteran retailers who are facing a crossroads.” - Pat West, West Consulting
Furniture World Magazine-Business solutions for furniture retailers