Retail Sales See Solid Gain In 1st Quarter
Can you believe the first quarter of the New Year is almost over? What a great start we had to 2017. January retail sales hit an unexpected growth of .4 percent over the month, Super Bowl 51 ended up being the greatest game of all time and your Valentine’s sales were sweet because of your marketing plan in full swing!
As I spoke about in my first quarter article, the game plan for 2017 was to leave room to review additional opportunities that tap into secondary events, holidays, late breaking news and pop culture as a way to stand out from retail competitors and neighbors.
Real World Example
Remember an opportunity can lurk down every aisle…
In January, one of WMG’s in-store marketing professionals uncovered an opportunity for a client that combined a secondary event with a primary event to further make that retailer stand out from its competitors. During one of her store walks, she came across a pet supplier who was stocking the shelves with a new line of inventory. Intending to discuss in-store marketing ideas around Valentine’s Day, our Account Executive also knew that a secondary event in February was “National Love Your Pet Day”, which falls on February 20th. She suggested combining themes and running an event called “Love your Pet” to bring attention to the new line and help drive sales during the Valentine’s Day season.
Both the pet supplier and the retailer were excited about this new opportunity as a way to make their Valentine’s Day effort different than everyone else’s. They ran the promotion from the week before Valentine’s Day until National Love Your Pet Day.
Results were impressive, overall sales increased and sales of the new pet line exceeded initial forecasts.
We’re now discussing opportunities that fall during the second quarter with our clients. During these months secondary events and easily overlooked opportunities are equally as important.
Need to partner with a WMG In-Store Marketing Expert yourself? Request one today!
- Planting Season
- National Tax Day (4/15)
- Earth Day (4/22)
Capturing Tax Refunds: The average tax refund is between $2200 – $3200. Let’s face it- before most consumers receive their refund, it is already spent. Why not help consumers spend Uncle Sam’s money with a HOT DEAL!
- Offer a promotional price point of 1040.
- Call your program “Tax Refund Sales” or,“Uncle Sam’s Gift to You”.
- Brand your program with a patriotic theme because paying taxes is patriotic
Check out my article on “Today’s Expectation of In-Store Retail Branding efforts and how to deliver on them!”
- Pools are Opening
- Grilling Season Begins
- Mother’s Day (5/14)
Capturing Mother’s Day: Consumers will spend on Mothers, Mothers-In-laws, and Wives who are Moms because this is an opportunity to demonstrate how much they are appreciated all year long. Emotion plays a huge role in the purchase decision, and that should be reflected in your in-store marketing messages. Tug on those heartstrings and consumers will spend more!
- Father’s Day (6/18)
- Summer Grilling
Capturing Father’s Day: Father’s Day is a great time to bundle June opportunities. Offer a “Summer Grilling” event with a promotional messaging of “Great Gift Ideas for Dad”. This will allow your program to connect with different shoppers.
Get creative with your programs.
Distinguish yourself from the competition.
Keep your shoppers engaged as they shop.
Windsor Marketing Group specializes in tapping into hidden opportunities for retailers, keeping shoppers captivated, and executing customized marketing programs – with lightning fast turn-around! Give us a call 888.621.2125 to talk to a trained retail specialist
About the Author
Carla Sager – Director of Retail Marketing
Carla started out as a graphic designer and has since had her hand in all aspects of Retail & CPG marketing. With 17 years of creative branding, graphic, and web design under her belt, she leads the charge into new advertising and marketing mediums but is equally satisfied optimizing existing strategies and creative. Carla tweets about her profession, travel, and the New England Patriots @RetailCarla. Connect with her on Linkedin today.