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