Strategy 11: Make a Special Occasion Section

Though Christmas is the first thing that comes to mind when I say this, my point is to capitalize on the concept, not the date. Foster the following model year round. Create a “Great Birthday Ideas” section, A “Hurray, Spring is Here” section, a “Wonderful Winter” products section, a “Summer Must Haves” section, and “It’s April” to name a few.

Set things up that way your customers buy or shop instead of what is easier for you. You can easily stand out from your competitors when you make shopping easier for your customers, because nobody else does. To do this, organize items for the individual not by brand or category like everyone else.

With this strategy, you can create countless focal points for feature products without having a sale. Many times, a shop will create a section to feature a new product. Extend this idea to any occasion you can think of to drive traffic and increase sales. Create an area where you can show off your products is ways that fit your customers shopping habits rather than what’s easy for you.


Examples of Make a Special Occasion Section
EBags.com is a great example. They have an assortment of gift options like Gifts for Her, Gifts for Him, Gifts for Teens, Gifts under $25, Gifts under $100, Gifts over $100, and Gift Certificates. The occasion could be any occasion for gift giving.










An example of organizing your shop for your customers would be to organize all the items the shopper need for a picnic in one area. Don’t waist their time by making them wander all over your store. Place plates, cups, plastic-ware, napkins, coolers, chips, lunch meats, drinks, baskets, and various snacks in one convenient place. Even water toys, ice-cream making supplies and barbecue equipment would be appropriate close by. Imagine the opportunity for cross-selling you are missing! What opportunities are you missing out on?

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Taken from my book Benchmarked: What The Best Of The Best Do To Keep Customers Running

Tout Exclusive Items

Strategy 3: Tout Exclusive Items
Do you carry any items that no one else has? Many smaller retail shops do. Maybe you have items that you have exclusive rights in a given territory, that’s good enough? Let people know that you are the source for these items. Tell them why you carry such items. What are the advantages of buying these “Great” items from you? Talk to your customers. What features does your product have that others don’t?

If you don’t have exclusive items tout your exclusive internal benefits… It may be your warranty or your return policy. Tell your customers how they will benefit from these exclusive benefits &/or products? Show your customers how you have helped them make an educated decision. If you can, seek out exclusive products from your manufacturers so you can set yourself apart from your competition.

If you are a manufacture investigate this matrix. If you sell products into a number of stores in an area, what would the effect be if you gave each store one exclusive item to sell? What an advantage it would be to each shop to have exclusive items. They can tout that they are the only shop in town with the model.

If you provided an exclusive item from each class or category you offer each business could add that to their benefits list? There is no greater selling point when a shop can say, “No one else in town has this great product!”

Examples of Touting Exclusive Items
The cataloger Filson thinks this is so important that they dedicate an entire spread, two pages of their catalog, valuable selling space, on their exclusive fabrics.

The spread features four fabrics: Filson’s 100% Virgin Mackinaw Wool, Filson’s Tin Cloth, Filson’s Shelter Cloth, and Filson’s Cover Cloth covering 2/3 of the page.

The remaining 1/3 highlights 6 additional exclusive products: Filson’s Feather Cloth, Filson’s Sarari Cloth, Filson’s Brushed Twill, Folson’s Moleskin, Filson’s Rugged Twill, and Filson’s Bridle Leather. No selling only touting their exclusive products.

This strategy can be used to give more meaning to your advertising and give another reason for customers to come in and visit. Tell them what they are missing by not stopping by!



This strategy was taken from my forthcoming book called "Benchmarked: What The Best Of The Best Do To Keep Customers Coming."