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Retailing

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Retailing Symposium Session 2010 Convention AMPC

Retailing Symposium Session 2010 Convention AMPC

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  • Introductions
  • Discuss AMPC Customer Profile statistics: married, home-owners, professional/technical job, college educated
  • pens, white out, ink cartridges, paper, note cards
  • envelopes, padded, decorative, tyvek, mailer supplies – tabs, labels, straps for mail trays | boxes, tape, tape w/ dispenser
  • gift = unique items, box drop-in gifts, candles | why college logo product doesn’t work | 1/3 consumers purchase impulse each week
  • gift = unique items, box drop-in gifts, candles | why college logo product doesn’t work
  • don’t compete on price | $399 to $299 is less than $400 to $299 | 50% COGS | moving kits / bundle pricing
  • $40k retail / $10K avg. inventory = 4/1 | monthly = $inv. at month start / $ sales – 12/ratio ex: $120 / $30 = 4 – 12/4 = 3 (turn)
  • retail boxes vs. packing supplies
  • cust. landing strip = 10 to 20 feet | room to read cards, etc.
  • cust. landing strip = 10 to 20 feet | room to read cards, etc.
  • cust. landing strip = 10 to 20 feet | room to read cards, etc.
  • cust. landing strip = 10 to 20 feet | room to read cards, etc.
  • cust. landing strip = 10 to 20 feet | room to read cards, etc.
  • cust. landing strip = 10 to 20 feet | room to read cards, etc.
  • cust. landing strip = 10 to 20 feet | room to read cards, etc.
  • sight zone = eye level to knee
  • landing strip = 10 to 20 feet | sight zone = eye level to knee
  • landing strip = 10 to 20 feet | sight zone = eye level to knee
  • genuine interaction increases purchase likelyhood by 50%
  • Don’t give away packaging | genuine interaction increases purchase likelyhood by 50%
  • plus vs. cross or up
  • plus vs. cross or up
  • plus vs. cross or up
  • Transcript

    • 1. AMPC 2010 Convention Retailing Symposium
      • Presented in Association with
    • 2. AMPC 2010 Convention Retailing Symposium
      • Picking the Pieces
      • Generate the Green
      • Presenting the Product
      • Marketing the Merchandise
    • 3. AMPC 2010 Convention Retailing Symposium
      • Picking the Pieces
        • Identifying Product
        • Resources
    • 4. AMPC 2010 Convention Retailing Symposium
      • Identifying Product
        • Understand the Customer
    • 5. AMPC 2010 Convention Retailing Symposium
      • Identifying Product
        • One stop mindset
        • Mailing Services
        • Packing Services
        • Impulse
        • Local Fair
    • 6. AMPC 2010 Convention Retailing Symposium
      • One stop mindset
        • Business Services
        • Competing with Big Box
          • Products not easily found
            • New, better products
            • Showcase expertise
        • Quality over Price
    • 7. AMPC 2010 Convention Retailing Symposium
      • Mailing Services
        • Retail Needs
        • Mail Shop Needs
      • Packing Services
        • Moving
        • Storage
        • Packing
    • 8. AMPC 2010 Convention Retailing Symposium
      • Gift Items
        • Pre-printed products
        • Impulse Items
        • Consumers purchase impulse
    • 9. AMPC 2010 Convention Retailing Symposium
      • Local Fair
        • Community Interest
        • Community Product
    • 10. AMPC 2010 Convention Retailing Symposium
      • Resources
        • Local Dealers
        • National Dealers
    • 11. AMPC 2010 Convention Retailing Symposium
      • Generate the Green
        • Pricing Strategies
        • Turnover
        • Investment
        • Inventory Management
    • 12. AMPC 2010 Convention Retailing Symposium
      • Pricing Strategies
        • Know the Customer
          • Bargain = 37%
        • Mental Math
        • Retailing Benchmarks
        • Kit Pricing
    • 13. AMPC 2010 Convention Retailing Symposium
      • Turn
        • Annual Sales / Average Retail Inventory
        • Stock to Sales
        • 4 times / year
        • Higher turn = stronger retail
        • Low turn needs high margin
    • 14. AMPC 2010 Convention Retailing Symposium
      • Investment
        • Sales Mix
        • Cash Flow
        • Balance inventory to perception / service
    • 15. AMPC 2010 Convention Retailing Symposium
      • Inventory Management
        • Sales Tracking
          • Categories count
        • Counts
          • Match physical to book
    • 16. AMPC 2010 Convention Retailing Symposium
      • Presenting the Product
        • Store Layout
        • Display
    • 17. AMPC 2010 Convention Retailing Symposium
      • Store Layout
        • Customer landing strip
        • Just right is prime real estate
        • Room to move
    • 18. AMPC 2010 Convention Retailing Symposium
      • Store Layout
    • 19. AMPC 2010 Convention Retailing Symposium
      • Store Layout
    • 20. AMPC 2010 Convention Retailing Symposium
      • Store Layout
    • 21. AMPC 2010 Convention Retailing Symposium
      • Store Layout
    • 22. AMPC 2010 Convention Retailing Symposium
      • Store Layout
    • 23. AMPC 2010 Convention Retailing Symposium
      • Store Layout
    • 24. AMPC 2010 Convention Retailing Symposium
      • Displaying Product
        • Advantage of Retail Packaging
        • Organization
        • Your ugly Box display
    • 25. AMPC 2010 Convention Retailing Symposium
      • Retail Packaging
        • Marry products with perception
          • effective package design
          • strong brand awareness
          • consumer confidence
          • high quality product that you can trust
          • consistent, professional looking Plan-o-Grams
          • a wide range of merchandising vehicles
          • strong marketing and ad campaigns
    • 26. AMPC 2010 Convention Retailing Symposium
      • Retail Packaging
    • 27. AMPC 2010 Convention Retailing Symposium
      • Organization
        • Catch the eye
          • Sight Zone
          • Slant Displays
        • Avoiding perfection
        • Avoiding voids
        • Organized by categories
    • 28. AMPC 2010 Convention Retailing Symposium
      • Organization
    • 29. AMPC 2010 Convention Retailing Symposium
      • Organization
    • 30. AMPC 2010 Convention Retailing Symposium
      • Organization
    • 31. AMPC 2010 Convention Retailing Symposium
      • Your ugly box display
    • 32. AMPC 2010 Convention Retailing Symposium
      • Your ugly box display
    • 33. AMPC 2010 Convention Retailing Symposium
      • Your ugly box display
    • 34. AMPC 2010 Convention Retailing Symposium
      • Marketing the Merchandise
        • POP
        • Environment
        • Signage
        • Marketing Plan
        • Sales skills
    • 35. AMPC 2010 Convention Retailing Symposium
      • Point of Purchase
        • Product
          • Fun, interactive Items
          • Not necessarily related
    • 36. AMPC 2010 Convention Retailing Symposium
      • Point of Purchase
        • Signs
        • Clutter
    • 37. AMPC 2010 Convention Retailing Symposium
      • Point of Purchase
        • Signs
        • Clutter
    • 38. AMPC 2010 Convention Retailing Symposium
      • Environment
        • Move merchandise
        • Smell and Noise
        • Opportunity to play
    • 39. AMPC 2010 Convention Retailing Symposium
      • Environment
        • Good merchandising equals increased sales
        • Commitment to customer experience
        • Professional appearance creates interest
    • 40. AMPC 2010 Convention Retailing Symposium
      • Signage
        • Short and Concise
        • Read in 2 seconds
        • Noticeable
    • 41. AMPC 2010 Convention Retailing Symposium
      • Signage
    • 42. AMPC 2010 Convention Retailing Symposium
      • Signage
        • Outside
    • 43. AMPC 2010 Convention Retailing Symposium
      • Marketing Plan
        • Monthly Specials
        • Focus on efficiency and cost
        • Target high traffic areas
        • Existing Customers
          • Invoice flyers
          • Mailbox customers
    • 44. AMPC 2010 Convention Retailing Symposium
      • Sales Skills
          • “ Knowledge of features, benefits and pricing
          • De-associate free with customer service
          • Training
          • Interaction
            • Get out
            • layout of items
    • 45. AMPC 2010 Convention Retailing Symposium
      • Sales Skills
        • Matching products to needs
          • “ Plus” Selling
    • 46. AMPC 2010 Convention Retailing Symposium
      • Sales Skills
        • Motivation
          • Sell an additional $5 in retail products to 20 customers per week at 50% margin and you’ll add $2,600 a year in profit!
          • Sell an additional $10 in retail products to 20 customers per week at 50% margin and you’ll add $5,200 a year in profit!
          • Sell an additional $20 in retail products to 20 customers per week at 50% margin and you’ll add $10,400 a year in profit!
    • 47. AMPC 2010 Convention Retailing Symposium
      • Sales Skills
        • B2B Sales
          • Nursing Homes
          • Real Estate Agents
          • Art and Antique Stores
        • Attitude