Fall 2012 Hardlines Strategies

SEASONAL SELLING

Making the Most of the Weather How to Find Unexpected Sales Opportunities this Winter S ometimes, the weather throws a curveball. While you plan for the season as best you can, those plans only last as long as the weather cooperates.

Last winter was a prime example. While icy weather was supposed to help sell through inventory of ice melt and snowblowers, sales of these items slowed to a crawl with unseasonably warm temperatures. But in every challenging situation there’s an opportunity. You just have to find it. This season, be ready for whatever Mother Nature throws at you.

pipe heating cables early,” Blish-Mize marketing manager Don Miller says. “These can boost early season sales while also reminding customers you are ready for winter. Also, contact your key accounts to see if they would like to pre-book seasonal products. This will also give you some guidance as to what you should buy.” Do a Merchandising Check Even if the winter weather is warmer than you’d like it to be to sell items like ice melt and heaters, don’t slack off in keeping winter items front and center. You want customers to think of you first in case they do need those cold-weather items.

As it is in most home improvement centers, sealants and caulks are staple products year- round at Home Lumber in Great Bend, Kan. Encourage homeowners to prepare for winter ahead of the season by pushing extra sales of caulks, weatherstripping and insulation to sell through some inventory early. Use an endcap close to the cash register to display winter impulse items like ice scrapers, snow brushes, gas line anti- freeze, lock deicer and moisture displacers such as WD-40. As soon as you approach the winter season, bring bulky items like heaters and generators to the front as a constant reminder to let customers know you have them when you need them. Don’t leave those items buried in the back where customers won’t see them. Focus on Holiday Sales You don’t have to rely on tree trimmings as your sole source of holiday sales. Find ways to draw in the gift buyers. For example, try bringing in a few new housewares and target them at the male shoppers who are in your store all the time and need an easy gift answer for their wives. To make the gift buying process even easier, consider offering a gift-wrapping service.

Encourage Preemptive Buying

Advertise winter items early and remind customers they need to be prepared for winter weather before it hits. “Advertise winter items like weatherstripping and

Even if you don’t have a big space to sell Christmas trees like Big Tool Box in Centennial, Colo., does, you can sell all the trimmings.

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Fall 2012 • Hardlines Strategies