PRODUCTS NOT SELLING? 5 IDEAS TO IMPROVE SALES (and stay Profitable!)

You do not always need to discount an item that’s not selling!

1. Check your Visual Merchandising

- Is it hidden in an unseen part of the store or on a low shelf?

- If in store, change its location, this can help look like its “NEW” by giving it a stronger focus. Consider front of store or window display.

- Change its “story” put it with a different product, brand, create a new theme, colour, style etc

- If online, consider the photography, this may need updating to be more interesting, flattering to the product, look at 360 view, video, on model and off model options.

2. Check Pricing

- Review competitor’s prices on same and similar products, you may be too expensive (or conversely too cheap). Customers are able to compare your price competitiveness very easily online.

- Does the quality match the price? Customers may not understand the value of the item. If its very new or innovative it may need further explanation.

- Do your prices fit in with your other products and the image of your store? Premium, Middle or Discount positioning needs to be consistent.

- You may need to markdown the price – if you do shout out the saving to the customer ie; WAS $99, NOW $75, SAVE $24, (Note customers find it difficult to mentally calculate % OFF so be clear.

- A good rule of thumb is between 20-30% off to achieve customer interest).

- You can promote without discounting, just by highlighting the price more strongly visually or doing offers with giveaways, ie; buy X and go into a competition or receive a free gift (which could actually be another item that’s not selling!)

3. Check Timing

- Is it too early or late for the Trend of this product? This can affect your customers perception of your store and your product range.

- Is it suited to the climate of the store (hot/cold) and may not sell until the weather changes. Retailers often bring in a product too early for the climate of the store, adjust allocation of stock logically. Equally consider future deliveries that may need quantity adjustment or delivery date changes.

- How much stock do you have and how long has it been instore? Do set a benchmark around what constitutes a poor seller. Ie; 5 units per store per week

- Is your product linked to a specific event? Ie; Mothers Day? Then be very clear that you have a very short period of time to sell it prior as there will be very low interest once the event is over.

- Is it too early or late for the Trend of this product? This can affect your customers perception of your store and your produt range.

4. Check Customer Needs

- When you purchased this item, it may have been a long time prior to it being delivered and customers’ needs may have changed.

- Conduct product specific research through informal conversations instore or online (email, social media) to confirm their need. They may have purchased elsewhere already for example or they don’t understand what it does.

5. Check Product Information (and Staff knowledge!)

- Promotion is about communication. Therefore, your products need to be easy to understand visually (through photos, packaging, displays etc – some products don’t look good on hangers!

- Also information regarding product use and materials, how it solves a problem (eg; a gift for their fathers birthday under $50), this is important for product descriptions on your website/social media and also displays (Consider shelf talkers, shelf signage, story posters or cards)

- Staff are your best asset to sell your product but they also need to have product knowledge be able to explain and demonstrate to customers. Staff wearing product is an excellent promotional tool!