Products for children - sales features

Every year the number of children's goods continues to grow. This, of course, gives rise to competition not only in assortment, but also in the approach to implementation. About how to attract a regular clientele and increase the cashier's check - in the material.

"Web" in the store

In order for a child or adults to want to visit your store again, you need to find your "trick". One of the best methods for promoting a new store or promoting a working one is to hold promotions, thematic gaming events, assortment quests, master classes, and reading books for children aloud from speakers. In addition to attracting a regular audience, this also brings a good additional income.

It can also be tactile contact, an opportunity to get carried away with a toy by trying it in action. This is especially true for various sets for creativity, designers. On an ongoing basis, it’s nice to have calculations of “testers” toys for different age categories: for small, 2-4 years old, and 5-7-year-olds (with Lego blocks, etc.). The filling of the older age zone should be changed no earlier than once a season. Such locations encourage visitors to linger for a longer time, and the trading institution allows you to sell what the child already liked to play, as well as toys from the same series. In addition, while children play, parents “kill” time watching games / toys / things and often make unplanned purchases. In addition, according to the Chaldini principle, parents can feel gratitude and feel obligated to the store for the "free" entertainment of the child. And make a purchase from these motivations.

But in order for these game “stickies” to work, it is necessary to provide conditions such as, for example, a toilet with a changing table, a place for parents to relax in the hall, a cooler with drinking water, including warm water. Another small but very important nuance - in the assortment of any children's store there should be goods for a snack: a variety of cookies, yoghurts, juices, water, healthy snacks, high-quality children's chocolate and the like. It has already been investigated that the availability of such a product can increase profits up to 15%.

Layout and Zoning - Sales Tools

Do not forget that all purchases are divided into targeted and impulsive. The first is better to give the end of the hall, and the second place at the entrance or next to the ticket office. If you have been on the market for a long time, then the price of the product should go from expensive offers to cheap ones, if they just opened, it is better to do the opposite - this will attract new customers. The principle of zoning should include goods of a certain category. Separately, there should be toys, food, clothing, goods for children up to one year of age. Each category has its own layout rules.

Food and care products. The principle of placing food on shelves begins with the division into groups. This is mashed potatoes, cereals, juice and others. Within each group, you need to divide the product by brand. As with other products, cheap products are laid out below, the middle and large price category at eye level and above. Hygiene products, in addition, must be decomposed in size - such as diapers, or in age - in relation to goods such as toothpastes, shampoos, and soap.
Clothes, shoes 
First of all, products should be divided according to the gender of the child: separately for boys and girls. In each department there is a layout according to the age category - from the smallest to the largest. It is worthwhile to demonstrate expensive clothes on mannequins in specially selected compositions, this will push parents to want to dress their child in this way.
Toys
For toys it is better to use small circular stands or shelves, this helps a person to see more products at the same time. The creation of the so-called “live compositions” that stimulate the imagination of the child also helps to increase purchases — it can be either an existing railway laid out among toy houses and thematic toys, and dolls that were “about to tea” at a toy table with children's dishes. Finding the right thing can facilitate the division of the entire assortment into groups, for example, cars, designers, dolls, board games and the like. If at the same time above each of the groups there will be a pointer where what is located, this will be a significant plus for buyers who came with a specific intention.
In relation to all groups of goods should be remembered: the location of the assortment must be safe. In each zone, attention should be paid to what adults can reach and children. This is especially true for fragile goods. It is better not to spread expensive things at the level of accessibility of the child. It is also necessary to consider the size of the passage - it should be spacious, making it easy to walk with a child or a stroller. In addition, you need to explore the way of the consumer and work with the main contact at different stages of the selection of goods. Particular attention should be paid to the interaction at the trading shelf - wobblers, stoppers with special offers, red / yellow price tags.

How to increase a check

Yana Chumak, owner of the Defense full-cycle advertising agency:

The answer to this question lies in the assortment management plane. In order to make decisions, it is necessary to do an analysis at least once a month, through which mechanisms we can increase marginal profit, reduce costs for each attracted client, and, for example, increase the efficiency of stocks.
ABC analysis allows you to determine the most significant resources of the company in terms of sales and profits. The most profitable product, this is approximately 20% of the entire assortment, can be attributed to category A, 30% less profitable - to category B, the balance of 50% - to category C. It is in your interests to motivate staff. To do this, you need to introduce clear KPIs and bonuses for the sale of more than planned, category A goods by margin and revenue (AA).
It is also worth going into the intelligence of competitors. Make a cut in prices for products of group B and try to raise prices for them, as well as goods of group C, but those that are bought a lot. Important! In no case do not make discounts on products of the AAA or AA group. But it is imperative to constantly monitor competitors in these positions and set competitive prices for this product, because these are landmark products by which you will be compared with others. You should always try to reduce the purchase price of category A products. Even a 2-3% discount is a big plus for marginal profit.
XYZ analysis shows the stability of sales of this product every month, how large deviations from the average sales for this period. A deviation of 10% classifies the product as category X. If the sales in different months “drops” from the minimum to the maximum, the product is provided with category Z. To reduce the cost of the attracted customer, an RFM analysis should be carried out. The RFM analysis went from the Pareto rule: 20% of your customers bring 80% of the profit. The task of RFM analysis is to find out exactly who these customers are and to direct maximum advertising efforts to this particular group.