Uncommon Common Sense #4
On my blog for the last few weeks I have been posting examples of common sense marketing and merchandising. There will be a total of ten examples. If you have missed any, please go back to earlier posts. Most of these examples are not earth shattering. They simply illustrate the notion that with a little common sense, one might improve the business exponentially. I think perhaps sometimes retailers make their jobs more complicated than they should be. Usually, just sitting back and applying some common sense thinking and factoring in the business objectives will point the way to common sense courses of action. I would like to cause readers to think about whether his/her business uses common sense in its strategies and tactics. If one disagrees with my viewpoints that is fine. At least I was able to inspire some reflection. This is Common Sense Example #4
Common Sense Example #4 Linking Categories. Most full line furniture retailers are in the business of selling ALL categories of furniture. It is curious to me that I see very little linking of categories in retailers' promotional efforts. Obviously, a consumer interested in buying a bedroom suite is thinking about their bedroom. Bedrooms frequently have bedding sets in them...hence the name. Yet I can't remember the last time I saw a promotion that offered specials on a mattress and foundation with the purchase of the bedroom furniture. The hot promotion in the industry seems to be including a TV with the furniture; so, why not include a bed or an over-the-top discount on a bed (of course, with the opportunity to step up to better sets). Creating some incentive to buy a bedding set with a bedroom purchase. To me, it just makes sense.
Since, 1991 and the advent of Rooms To Go, retailers have packaged occasional tables with upholstery all across the country. Actually, this is not quite true; this marketing concept had occurred way before RTG. They just made it integral to their model. A few questions: In how many homes, condos, and apartments are the living room and dining room in the same area and proximity? Answer: Many, many. Question: How many furniture makers and marketers offer both dining and occasional tables...and they match? Answer: Many, many. Question: How often do furniture retailers link the two categories together in their promotions? Answer: Not many (unless they are promoting an entire collection).
I guess the point is we would like our sales associates to add other categories of merchandise to their sales to increase their average ticket sale statistic. It seems that it would just be common sense to help that a long a bit by promoting the idea to the consumer.