Marketing

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Marketing

Valentine's Day 2019

POS SOFTWARE

The question often raised is, do I have the right stock NOW in my shop.

Well, it is a good question now that Valentine's Day is tomorrow and in this 11th hour, it is an excellent question to ask. 

Firstly how does Valentine's Day look this year?

Well according to google

Valentine's Day 2019

I checked the public interest from 2016 to 2019 (in blue) shows a slight drop but nothing dramatic, however, unlike other years, attention is more uniform across all states. What I find particularly interesting is that the public still do not know what to buy and that includes women looking at what they should buy their guys.

Questions asked for Valentine's day

 

Now we have established that we are looking at something similar to what we are used to, we can use the mirror marketing functions in our point of sale software. This works if you have a similar situation to previous years although I have my doubts whether Russell Zimmerman, Executive Director of the ARA  is right that it will exceed last year

Still, Valentine's Day is a good example to show mirror marketing as it requires specialised stock and the BIG question now is, do you have the right stock? 

Go to Register Reports marked in green.

 

 

Now select in stock, "Stock Sold During Period(a) Not Sold in Period(b)"

Now out pops this.

Select the report what was sold in a previous period (a) last year but has not been sold in a period (b). 

 

This is an old database, so I used old dates, but you should use 1/2/2018 to 28/2/2018 as (a) and 01/2/2019 and 28/2/2019 as (b).


Now in brown, you will see that there is a lot more option but let's keep it simple here. 

Now you will get a report with what you sold over the period (a), but you are not selling in your current period (b). Why is the question for you to investigate now?

What to do in future

I suggest you run this at the start of every month because once you get to know it, you will find mirror marketing very useful and if you do this you will miss almost no marketing season.

I noticed this is what one of our clients Nextra Forum West has done

Nextra Forum West Valentine Day

 

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Seasonal marketing

POS SOFTWARE

Seasonal marketing is a great way to advertise your shop.

For example, those of you in shopping centres would have seen how the centres went all out gone all out to welcome the Chinese New Year 2019, the Year of the Pig to attract visiting Chinese who number annually about 1.4 million and Australians with Chinese ancestry who number about 1.2 million. Visiting Chinese tourists spend about $11.5 billion here, it is estimated to be about a quarter of all tourism expenditure in Australia. They are big spenders, particularly in quality items. 

Here are some more seasonal marketing days over the first half of this year from this list but I am sure everyone in an area will be able to take more than just these. 

Feb 14th Valentine's Day

March is considered the start of the Autumn wedding season

17th March Saint Patrick's Day

April has a few days

1st April's fool day (alway good for a laugh)
19th Good Friday
21st Easter Sunday
22nd Easter Monday
25th ANZAC Day
 
12th May Mother's Day

June is considered the start of the EOFY/Stocktake sale also good for Winter Sale

30th June End of Financial Year

 

There are also some community-minded days that you can leverage too here as attaching your shop to a charitable cause works well as shoppers now increasingly choose to give their dollars to causes.  

Then there are Fun days

Send a greeting card day

these often work well too in promoting your shop. For example, tomorrow is "Send a Card to a Friend Day", I am sure people that sell greeting cards could sell a few cards promoting this. 

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Promotional packaging and marketing

POS SOFTWARE

Promotional packaging is all about making your product stand out from the crowd.

If you go to the supermarkets, you will see it filled with many special promotional packs.

You will find that they are a better way of moving dead stock then discounting. The idea is to take some stock that is not selling make a bundle with something that is selling well. 

The software tools to set it up can be found here. 

The improved single transaction detailed report which several people contributed too is proving extremely useful in monitoring how the promotion is going. See the blue arrow.

 

 

If you are going to do something like this, I suggest that you should try to make something about the packaging to make it look unique, eg special string or wrapping paper.  

One problem that people do get into is if they mix GST and GST free items together, is they produce can weird GST rates. I suggest that you do not do this mix.

See how you go and as always let me know.

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Put on your receipt a quote

POS SOFTWARE

Here is a marketing tip on your point of sale receipt

Put in an inspiring quote. It will undoubtedly bring a smile and comment from many of your clients as they read it.

Need some inspiration? Check this site for quotes, you can use. 

 

 

 

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All I want for Christmas...

POS SOFTWARE

Currently, 2018 Christmas retails sales are expected to grow 2.9% this year. According to the well-known comparison site, finder.com.au Australians are expecting to spend $1325 each on average on Christmas. “people expect to spend on average $464 each on presents, $444 on travel, $131 on alcohol, $122 on food and $61 on decorations,”

Are you part of it?

Do you have the right stock NOW in your shop? Another important question is do you actually have the stock you think you do? It is easy to forget what you have.

What I do suggest is you look at your mirror marketing reports.

Go to Register Reports marked in green.

 

 

Now select in stock, "Stock Sold During Period(a) Not Sold in Period(b)"

What the report will tell you is what was sold in a previous period last year but has not been sold in this period. What you are trying to do is mirror your success last year.

 

Now in brown, you will see that there is a lot of flexibility for your reports there is also an integrated traffic analysis available too but let's keep it simple for the time being.

Now you will get a report with what you sold over the period, but you are not selling in your current period. What you find is I am sure worth investigating.

After that please redo this report for other years besides last year.

If you find goods missing, you need to hurry as we have less then 20 days left.

 

 

Dear Bernie
I am in Perth and I am trying to find an app that will convert anything into an ddo or dd2 file did you have any success. or are you beating your head on the wall like me. [email protected]

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Telco recharge benchmarked Nov 2018

POS SOFTWARE

Lightboxes

Telco recharge is very easy to install and sell in our point of sale software, and it has become for many of our clients' a major line. Many of our clients, do offer it as a service at their shops. 

The big plus is that it brings people into the shop as the amount of work involved is almost zero, and there is nothing upfront — all it is on the register another button.

Here are some benchmarked figures all based on average values.

This is a graph over two years for the average number of transactions per month.

Transactions per shop over two years

As you can see, there was a drop last year but it seems to have stabilised. Much of this drop, I am sure is due to the reduction in working hours that some of our clients did in 2017, but some is a drop in sales in the market. What we think is happening is that as Telcos are offering better deals to those people buying these products, they need to buy less as what they have lasts longer. Interestingly though the average unit price sold has gone up.

Still, overall it works out to 3 to 4 transactions a working day.  Which is lovely, as who can complain about 3 to 4 extra customers a day in the shop? Plus you get access to free promotions.

The profit itself on a sale is primarily determined by sale number, and this has only very slightly gone up in the past two years. It is now about $1.14 a transaction.

Margin per sale average over two years

Effectively what it works out too is you press a button in your POS system, collect some money, and you make a $1.14 and maybe that customer will buy something else too.

If you want to know more about it, please contact us.

 

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Automating your VIP club today

POS SOFTWARE

Do yourself a favour, while you are trying to collect customers email addresses, try and lose the manual process of asking people for the address and filling it in manually. Set it up on the net, a collection form and let your customers fill it in. 

If you are using an email marketing software, like MailChimp which we link into it has built in such a form.

On your website, if you have one make sure that it has such an opt-in email form.

Now the idea is to use it everywhere to build up your email list.

 

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The years 10 busiest shopping days are here

POS SOFTWARE

Studies in the US  which I believe are valid here show that 45% of all shopping traffic in bricks-and-mortar shops in the Christmas season occurs on the following ten days. 

  1. Friday, November 23 – Black Friday (Today - Less important then in the US but rapidly growing)
  2. Saturday, November 24
  3. Saturday, December 1
  4. Saturday, December 8
  5. Saturday, December 15
  6. Friday, December 21
  7. Saturday, December 22 – Super Saturday
  8. Sunday, December 23
  9. Wednesday, December 26
  10. Saturday, December 29

Peak shopper times are between 2:00 p.m. and 4:00 p.m.

 

Looking at the list, it seems like a lot of Saturday work coming up.

These days are the ones that you need to plan and have your rosters, stock and signage right.

Warning

It is also a good idea to have someone special doing security on those days too; I am a great believer in the theory that much of the security problems in retail can be solved by having grandmother greet everyone personally that comes into the shop.

 

 

 

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Top customers by visits

POS SOFTWARE

In retail getting customers to come more often to the shop is vital.

Questions:

Why do some customers come often and others do not?

Have you thought about this tried to figure out why some come a lot?

If you know, maybe you can use this information to get more people to come to your shop. Well, let us do that!

In your point of sale software and go into register reports>customers

There you will find a report "Top customers"

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Now click on that report (see the arrow in green)

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Now put in the dates you are looking at, I suggest at least a year and if you like a minimum spend.

See where the green arrow is highlighting. Change the sort order by visits.

This will give you a report with a grouping of your customers based on how often they buy from you. Now chew over why these people are coming, what are you doing right to get them to come?

 

Now let’s dig deeper

There are many other orders e.g. a listing by people that buy a lot you can use in this report, all which have their own story too. So there is plenty to chew over here.

 

 

 

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Black Friday

POS SOFTWARE

Black Friday is considered to be the official start the Christmas shopping retail season. In the US it is one of the busiest retail days of the year. Its importance in Australia is growing as you can see here.

Black Friday on Google Trends 2018

There is every indication that this year will exceed last year so almost all significant retailers Australia are doing something by offering the public some good specials and most will have extended trading hours to take advantage of the increased traffic on that day.

Also what we are seeing is the marketing groups are pushing their members for submissions for the day.

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If you are part of Zip, you need to have your submissions in by this Friday, 9 November. One advantage of Zip as a marketing group is that its membership is free.

Note I would not worry about Cyber Monday, it is more for software companies like us in Australia, rather retailers.

If you have not done anything yet, I do suggest that you do give serious thought about doing something at least put a few signs up and put something on your receipts. 

 

 

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