Successful promotions rely on these key factors: knowledge of your audience, setting realistic and measurable goals, limited availability or scarcity, sufficient promotion through your channels, and offering a real value to your customers. With this in mind, you can design promotions that work for your specific audience.
One of the most effective ways to drive sales is by bundling products. In fact, product recommendations can account for as much as 10 – 30 percent of sales. This is a strategy you can use with online sales by tagging and recommending products based on what’s in your customers carts or based on what they’ve purchased in the past.
However, personalized product bundling is also a place where your sales team can really shine. Using your POS data, you can identify the types of products that are often purchased together and create product bundles. Your sales team can then sell those bundles or create their own based on an individual customer while they are in-store.
Your data can come up with some creative product pairings that might not be immediately apparent, so don’t be afraid to experiment with bundles but ensure they still make sense together and provide value. You’ll also want to time your promotions effectively and make use of events, holidays, or seasons to drive the types of products you bundle and how you discount.
Bring Your Promotion In-Store
Create consistency in your online and in-store experiences and your customers will have a greater chance of connecting with your promotions and making purchases. Your in-store promotions should use the same language and imagery as your online and email promotions. Then, use your floor space and in-person experience to create a display that sells.
Here are some tactics that you can customize based on your own customers:
- Organize items into categories that make sense. Knowing where to find merchandise makes a more comfortable and less confusing experience.
- Group sale items together in a display for holidays such as Father’s Day, Mother’s Day or Christmas. Consider adding a few non-golf related items to the display. This works especially well if your shop is near a college or if you have a logo or brand that your customers love.
- Bring in interesting props or displays. Some successful displays have used motorcycles, golf carts, or tents to show product in a unique way.
- Whenever possible, encourage testing and engaging with the product either with or without an employee’s help.
- Show your customers how your product looks. Display merchandise and group it together in a way that gives a clear vision of how they’d look owning it.
- Keep your Point of Purchase displays well-stocked and use that space for consistent sellers and a place to experiment with new product.
Another component of your displays and in-store experience is your signage. Just like digital advertising, the key is to direct your customer to what you want them to do. So, display your bundles and promotions prominently with signs that show value and give a sense of urgency or scarcity.