Page 26 - Fall 2012 Hardlines Strategies

26 Fall 2012 • Hardlines Strategies
SEASONAL SELLING
Another gift idea is a tool set. Make
your own by bundling together tools
commonly needed by the average do-it-
yourselfer. This gives you a chance to
include low- and high-margin items for a
more profitable sale.
Plan for the Coming Year
Don’t sit on your hands because a warm
winter has slowed business. Make the most
of the time by setting some goals for the
coming year. For example, what is your
advertising strategy and do you want to try
something new this year? What promotions
or special events are you planning for the
coming year? Take a look at your website;
how could you make it better? If you don’t
have a website, now’s the time to get one.
What about your employees; is there some
additional training they could be doing to
better prepare them for the coming year?
Find Creative Promotions
While the stretch between Christmas
and the first day of spring may seem long,
find ways to bring some excitement into
the store. For example, host a Super Bowl
sale or a Super Bowl cook-off. Invite
customers to bring in their favorite party
food recipes and select a panel of judges
to choose a winner. Tie the promotion
into your housewares or grill department.
Find a Niche
The season when sales slow down can be
a good time to explore a niche to add to your
product mix. Niche categories can draw in a
new customer base and can include products
that don’t depend on the weather for sales.
The possibilities are endless, but when
choosing a niche, look for something you or
one of your employees enjoy doing and can
get excited about. Start small and let it grow
as customers catch on. Examples of other
categories include: handcrafted giftware from
a local vendor, candles, gourmet grilling and
The possibilities are endless, but when choosing
a niche, look for something you or one of your
employees enjoy doing and can get excited about.
Being Ready When Disaster Strikes
A few years ago when tornadoes swept through
Neosho, Mo., Mike Spencer, manager of the
TH Rogers store there, jumped into action. He knew
there would be a big need for repair items, but also
knew it wasn’t all about making money. As a retailer,
he was also in a position to help those in need.
The first thing he did was load up a truck with
water, Gatorade and tarps and drive around the
neighborhoods affected by the storms. He and his
staff offered residents free bottles of water and
tarps and let them know about his lumberyard and
the other materials he could provide. Spencer also
got involved in his local Habitat for Humanity and
helped provide materials for building new homes
for those in need.
While natural disasters such as tornadoes present
opportunities for sales, they are also an opportunity for
you to support the community. “You just have to do
the right thing. You’re here to make a living, but you
also need to treat people right and meet their needs,”
Spencer says.
What you can do: It’s difficult to predict when
a weather emergency like a tornado will hit, but
when it does, here are some of the items you’ll
want to stock up on: tarps, chain saws, gas cans,
generators, poly film, flashlights, batteries and water.
Then, during the demolition and rebuilding phase
that follows, important items will include axes,
sledgehammers and safety equipment.
Last year, Mike Spencer of TH Rogers in Neosho, Mo., responded to
the tornadoes in nearby Joplin, Mo., by getting involved with Habitat
for Humanity to help the organization rebuild homes.