Proudly serving the industry for which it was named for more than 50 years, Outdoor Power Equipment provides dealers who sell and service outdoor power equipment with valuable information to succeed in a competitive market.
Issue link: https://read.dmtmag.com/i/86704
COVER STORY By Curt Larson David A. Faxon III, president, Faxon's Outdoor Power Equipment, Bowling Green, Ky., takes great pride when it comes to merchandising. walk-behind mowers, zero-turn riding mowers and handheld products? Do you focus on accessory products? Service? Brands Clients/customers come for the brands. They look for brands that are recognized and trusted, so select vendors that can supply good brand-name products. Make good use of branded display materials to showcase your major vendors. Why not capture the goodwill that their advertising and promotion has created? Match in with their color schemes and fixturing. Put their recognized logos and brand names together in your facility. Often, these company and brand logos are available at no cost or minimal cost. Lean on your territory managers to help you. It is mutually beneficial. Companion Products Selecting companion products is an MAXIMIZING M 16 erchandising is everything visual that creates an irresistible buying atmosphere. It includes what you put out for sale and how you display to support the sale. Think of stores you have visited, where you enjoyed the atmosphere, the displays were inviting, the colors bright, the lighting was pleasing, and the merchandise was neatly displayed. The signs made it easy for you to select your purchase, and the mood was "just right." While outdoor power equipment dealerships come in a variety of sizes, shapes and colors, there are important steps that you can take to adopt a merchandising approach that will help you sell more products and services and build repeat YOUR MERCHANDISING Merchandising is your pathway to creating more sales and repeat business customer traffic. While you have to work with the space you have, make the space work for you. Store presentation and image are important. It doesn't mean "Big Budget" to have a presentable store facility. It is care and attention to detail! There are two types of merchandising that you need to address: Retail Merchandising and Visual Merchandising. Retail Merchandising Retail Merchandising is the first step. The most important element of Retail Merchandising is establishing your product mix. It speaks to the brands you sell, the variety of products, and how they are all connected and presented. Do you sell opening price-point, mid-market and premium products? Do you sell premium and mid-market only? Are you offering important way to build add-on sales. Place bar-and-chain oil near the chain saws, special pre-mixed fuel near the handheld products, bagger kits near the riders, and prepared tune-up kits near the counter. Extended warranty sales materials, as well as winter tune-up and storage specials should be promoted. Make the connection to companion products logical, easy to understand, and easy to buy. Place them where they are easy to see and purchase. Visual Merchandising The second merchandising step is "Visual Merchandising." This means your entire building, showroom, customer lounge, service counter, grounds and parking lot, and yes, your public restrooms. What do your customers see when they come to your store? How does your facility show itself physically? Customers need to find your facilities neat, clean, well lit and inviting. Visual Merchandising includes the following: product displays, lighting, paint color, point-of-sale materials, signs, CD players, store fixtures, and slat wall. Because dealerships vary so widely in size and shape, the common denominator is how well you can make your products look inviting and appealing. The goal is more sales. Improving the customer experience will build repeat business, as well as increase sales dollars and loyalty. While you OUTDOOR POWER EQUIPMENT www.outdoorpowerequipment.com