How Primeur is tailoring its merchandising tools to help drive profitability for retailers

Primeur’s Eco Garden merchandising displays have been proven to help retailers maximise sales in-store, however now the company is enhancing this even further by working with retailers to tailor their display content to ensure that the tills keep ringing throughout the season. Here Primeur’s Sales Director, Jenny Douthwaite explains more.

 

Working with retailers to tailor content

No two retailers sell the same amount of anything, instead where one retailer might see sales of stepping-stones skyrocket, another might be the epicentre of garden border sales. As such Primeur is working with retailers to ensure that their stock holding is reflective of their individual sales patterns. “The aim of this tailored approach is to increase sales amongst those products that appeal most to their customers. There is no point in us just providing a pre-stocked unit only for certain products to flounder as others thrive. This is not cost-effective for our customers, nor does it look great at the point of purchase. Instead, we want to work with our retail customers to identify their bestsellers and ensure that the stock density is there for them when it is needed most,” said Jenny Douthwaite.

 

A new look at merchandising options

Primeur recommends that bestselling ranges are merchandised on its large pallet display units. Supported by bright and informative point of sale info which draws the eye from cross the shopfloor whist highlighting the products’ USPs, these display units can house multiple products across three shelves. To maximise these units further, Jenny recommends moving away from a wall location and create an island design by positioning two units back-to-back. She explains more: “Freeing up wall space and creating an island unit not only increases the amount of product that can be displayed but it also creates an eye-catching display that benefits from double-sided branding to draw interest from multiple locations across the store.

 

“Those customers that have introduced an extra stand have remarked that the investment of additional floorspace has certainly delivered in increased sales.”

 

New Pallet Display Units

Supporting Primeur’s existing merchandising options are the all-new pallet display units. Dedicated to showcasing the application and eco-credentials each of the Eco Garden products merchandised, these new display units are a great way to start the season and top-up stock holding ahead of peak sales, in doing so ensuring customers can access the right amount of material to complete their garden projects. Jenny added: “Products such as garden borders and stepping-stones are not a singular purchase, instead consumers are looking for sufficient stock to complete their garden upgrade. A display unit only half stocked or running low will cause consumers to look elsewhere as they won’t want to buy what is needed over an extended time period; instant gratification is key. A fully stocked display unit is also more likely to tempt impulse purchases, whilst driving consumer confidence and loyalty.”

 

Don’t leave it too late

A simple statement but one that Jenny says is hugely important to remember. She said: ”So often retailers leave reordering to the last minute, resulting in potentially empty shelves.  We currently operate seven-day delivery schedules and are doing all we can to work with our retailers to ensure that stock gaps in-store are avoided. However, it remains the responsibility of the retailer to assess stock levels ahead of time, making it easier to forecast when stock is required.”

 

Co-locate to drive up average basket spend

Primeur’s Eco Garden merchandising displays have been designed to be entirely freestanding, meaning they can be easily relocated around the retail environment to keep displays relevant by co-locating alongside complementary product categories. Jenny offered some simple advice for retailers. She said: “A relocation of the display to coincide with key sales peaks of these and the complementary product groups will work to increase the average basket spend, and potentially capture customers who might not ordinarily come across the display if it is located in the same position year-round.”

 

 

 

Primeur’s POS: the silent salesperson

One of the biggest attractions of the Primeur Eco Garden collection is its eco-friendly credentials. Made from recycled rubber tyres which would otherwise take upwards of 80 years to decompose in landfill, each product benefits from characteristics of rubber including lightweight, UV-stable, and all-weather durability. Thanks to Primeur’s newly updated POS it has never been easier for consumers to understand the many features and benefits of the products, helping to convert interest into purchases.

 

Find out more

To find more about Primeur’s full product range and to discuss your tailored product needs, please contact the team on 01274 518800 or email sales@primeur.ltd.uk

 

Ends

 

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For more information, interviews or images please contact:

Kimberley Hornby, Primeur PR Team, Hornby Whitefoot PR

Tel: 07851 610573 Email: kimberley@hornbywhitefootpr.co.uk

 

Notes to editors:

In 2019 Primeur celebrated the milestone of its 50th year in business – an achievement the company is incredibly proud of. Primeur is honoured to work with many of the UK’s retail groups and independents creating bespoke ranges, as well as expanding its own-brand offer. Just over 50,000 sq. ft of warehousing at its head office in Bingley, West Yorkshire ensures Primeur’s customers have 100% availability and can react to increases in demand quickly. Innovation and product development have been key to the business’ success and remains at the heart of what the Primeur team does today.