It’s time to pull out all the stops for the last week of Christmas shopping. And yes, I’m calling it Christmas shopping because that’s what it is.
Throngs of shoppers are going to hit the stores for the next week and it’s make or break time for retailers.
A couple women in the office I’m doing some work with were talking about their miserable shopping experiences this past weekend with mall parking structures so jammed that it took an hour just to find a parking spot.
But shoppers gotta shop this next week and weekend. And they’re going to do like you’ve never seen before.
So how do you make the most of it?
THE REAL WORLD RETAILING TAKEAWAY
Make it accessible. Make it easy.
That’s it. That’s all you have to do. I was at Gump’s in San Francisco last weekend. This store is a like a mini-department store full of amazing gifts. In fact, a gift from Gump’s is a gift like no other. Just the fact that it was purchased at Gump’s makes it unique and special.
So why am I bringing this up. Because everywhere I turned, there was a gift beckoning. They thoughtfully placed display fixtures all over the stores with 10-15 gifts on each rack. One item was in front, and the rest were already neatly packed in a Gump’s box with a beautiful ribbon on it, ready for customers to grab and go.
Follow Gump’s lead to increase sales while making it accessible and making it easy.
- Pull together collections of your most giftable items into a display. Put one item on display (a card with a product title, product description and price is a nice touch but isn’t mandatory). Then box and wrap several of each item so customers can just grab and go. Don’t forget to put the price tag on the outside of the wrapped item so customers can just peel it off.
- Now’s the time to capitalize on stocking stuffers as well. Take a look at my post on the subject here to find out how to increase your average transaction and units per transaction.
This holiday time period is like a great race. The most clever, inventive retailers who make the shopping experience easy for their customers win every time.
So be a winner. Make it accessible. Make it easy.
How are you making the most of this holiday season?