Five Ways for Retailers to Capitalise on the Summer Holidays
While the majority of businesses would see the Christmas holidays as their busiest
and most prosperous sales period, the summer holidays should not be overlooked by retailers as a key part of the year. Here are five key aspects of the warmest season that successful retailers should be keeping in mind if they want their tills to sizzle.Take Stock - As it's roughly halfway through the calendar year it's a great time to reflect upon current sales figures, successes, failures, staff performance and also to start to plan for the rapidly approaching autumn and winter quarters. Whilst having a focus on the current season is of paramount importance to your profits, it's never too early to prepare major campaigns that will improve sales in the colder months.
Getting out there - Unsurprisingly, the average person would rather be out socialising, playing sport or generally making the most out of the brief stint of agreeable weather. This means less time spent in front of the computer desperately seeking retail therapy to cure the seasonal affective disorder that the winter inflicts on the population. Companies who rely on selling within the online arena need to consider ways of extending their reach into the real' world. This is the time to look to local and national advertising via print journalism, social events, or targeted mail. To help measure the success of these activities you should use systems like dedicated campaign codes or identifiable telephone lines.
Redesign - As with all seasonal changes; retailers should view the shifts in temperature, fashions and shopping habits as a signal to strengthen or refocus their visual merchandising and shop floor layouts. To match the lighter materials and skimpier clothes being worn by the shopping public, redesigning your product displays to be less cluttered will give the customer a more pleasant, and much less sticky, shopping experience that should help fill those shopping baskets. There's nothing worse than seeing sweaty customers leaving your store so make sure your air conditioning is in tip-top condition as well.
Sporting Events - Major sporting events, particularly those featuring your own country, should have retailers licking their lips at the prospect of a surge in sales: whether it's the Olympics, World Cup, Ashes or Wimbledon, the summer months play host to some of the most lucrative marketing opportunities available across the entire year. Being prepared to ride the wave of fortune that the national team does, or doesn't have is a vital part of capitalising on available opportunities in the summer. Get creative - in and out of store promotional activities and competitions will help tie in your offers with the events unfolding on the pitch. These should not only yield immediate profits but also encourage leads for your autumn and winter campaigns.
Back to School - Whilst anyone under the age of 16 may regard the ominous arrival of the Back to School' posters with overwhelming dread and a sensation akin to drowning, they represent one of the most obvious changes to the high street each year; a marketing push that signifies the end of the summers fashions and campaigns. Rather than solely focusing your efforts on the legions of depressed children, don't underestimate the lingering effect that those posters have on older generations; the change in atmosphere on the high street is almost palpable. Using this time to launch new product lines and advertising campaigns is a wise move for those looking to capitalise on the shifting mood.
By following these steps, retailers with a cool head should be able to avoid the summer drought and see some hot profits. Before you know it, the nights will draw in and summer will be over so make hay while the sun shines!
Five Ways for Retailers to Capitalise on the Summer Holidays
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