There is much more to a blowout sale than simply marking down merchandise. You have to prepare your store so that shoppers know exactly where to find discounts, as well as put them in the mood to buy things on sale they might not normally buy for full price. Additionally, department stores and specialty stores are still trying to make up for lost holiday sales which creates more competition.
With the consumer trend still going toward price point and shopping around, when you are preparing a blowout sale leave no question in the customer’s mind that your store has the lowest price. We recommend choosing your sale dates well in advance and making them special. You don’t want to be the store that has dusty sale signs because they are never taken down.
Make sure you change the look and placement of your displays from the norm for huge sales. When your store reflects the sale message, customers will be more likely to buy sale merchandise. For example, when Express has their box sale they literally have cardboard boxes out with discounted apparel. Shoppers know to go directly to the boxes for low prices. These boxes are essentially dump bins that are sorted according to size. They are extremely easy to maintain, involve no hanging and can fit lots of products.
Sale signage is huge. From large sale window banners to the marked down tags on merchandise, clearly indicating a sale to customers outside and inside your store is crucial. Everything down to your packaging and bags can send the message out that your store is having a blowout sale.
Spread the word with advertisements, employees and friends to create buzz around your sale. Have employees tell customers about sales before they start by saying things such as “Next week all of our outdoor gear will be 30% off.” Now is the time to use those email addresses you have been collecting. Additionally, if your store is online, make sure that the sale message carries over to your online customers.
Do you have any tips for other store owners on how to prepare for blowout sales?
