Point of Purchase – what to add on to each sale this holiday
by Jennifer Manuel Carroll
A life-long lover of lingerie, Jennifer Manuel Carroll has shopped for underpinnings during her travels in North America and Europe and is a savvy lingerie expert. After years of experience in the intimate apparel world, she was inspired to share her knowledge with others. Carroll is the author of Underneath It All, A Girl’s Guide to Buying, Wearing and Loving Lingerie (Harlequin 2009), a comprehensive resource for the lingerie lover and novice alike.
What to add to each sale this Holiday
With the holidays quickly approaching, retailers, including myself, start gearing up for a (cross fingers!) busy season. One of the ways I like to prepare for the influx of holiday shoppers is by rearranging my merchandise in the store to maximize foot traffic and increase sales.
One simple strategy to boost sales includes moving small, add-on items to a prominent place near the cash wrap. Featuring these products at the point of sale entices customers to add to their gift selection with a complimentary purchase. These accessories may be modest in size and price, but they can significantly increase your bottom line.
Come December, men are flooding the shops looking for Christmas gifts for their loved ones. They often desire luxury pieces that are unusual, wanting to make a unique offering to their sweetheart. What better way to make a bra and panty set special than to add a pair of sexy, fishnet thigh-highs, or a lacey garter belt with some sheer, Cuban-heel stockings? For basics, I like Berkshire’s thigh highs and stockings (under $8 retail), Leg Avenue for “costume” hosiery (varies, but under $8 with a really good mark-up), Valentina and Levante have gorgeous, high-end Italian hosiery ($20+).
“With a lower price-point, these products are easy to sell, and the sales add up. These petite giftables at your cash wrap can make a special gift even more special; so don’t neglect to show off your small wares this holiday season.,” – Jennifer Manuel Carroll
Other goodies you might consider having on or near your sales counter include: Candles, books, massage oils and lotions, and anything special you have stocked for the season such as chocolates or eye masks. I love Booty Parlor’s entire line of bath and beauty products. Their cinnamon sugar body shimmer (Dust Up) and pheromone-packed body lotions (Flirty Little Secret) smell devastatingly delicious.
Likewise, if you have a lot of female shoppers looking for girlfriend gifts, you have ample merchandise to offer at the register. Bubble bath, candles and small lingerie items such as the uber-popular Hanky Panky thongs ($18) or Cosabella Never-Say-Never one size thongs ($18) make nice treats and hostess gifts. With clever packaging you can bundle goods together in a cute basket and sell as a gift-set. Why not give your employees some creative license to each build their own baskets. Reward them if they sell more than three of them!
With a lower price-point, these products are easy to sell, and the sales add up. These petite giftables at your cash wrap can make a special gift even more special; so don’t neglect to show off your small wares this holiday season.