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Marketing

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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Flash sales

POS SOFTWARE

Crazy Halloween Sale

Everyone is trying to get some more retail sales. One of the most effective methods is a flash sale where you have a great deal going on offer now for a very limited time.

One of my clients got from a local gym, an offer called a "Crazy Halloween Sale" a few days ago by SMS, with an offer of15% off with no administration fees if he signed up today. He thought about it and decided if the gym can have such a sale why cannot he make one for his business.

This is where the story gets interesting.

He took a few items, prepared three offers and used his VIP system in our POS software to send out his "Crazy Halloween Sale" by email newsletter. He picked up a couple of sales which he thought was enough to justify the work.

The next day, the gym sent him an SMS, that due to the success of the  "Crazy Halloween Sale" they were extending the offer to Sunday.  My client thought about it and decided since it was working for the gym and his business he would do this too. So he sent another lot of emails saying because of the success of his stores "Crazy Halloween Sale", they were extending the offer to Sunday. He has now picked up a few more sales.

This is an example of a flash sale and how effective it can be in attracting people due to the hype and the short sale cycle.  

Here are some points if you want to run a flash sale

- Use a marketing sign in the shop window. 

Have a decent mailing list, if you need email addresses if you are our client we can supply you with a free email mailing list from your area with businesses that you can send emails too to seed it but you do have to work it to get this list. You will get by using your VIP loyalty marketing anyway. 

Facebook advertising can be used very successfully.

- Have a believable reason why the flash sale should happen eg you sell doughnuts and today is "National Donut Day". You are a sandwich shop and its after lunch and you have all these sandwiches you must get rid of. Another example might be you have all these Mother's day cards and it is so close to Mother's day that all of this stock must go. The more believable the reason the better.

- See if you can upsell by adding to the sale items some other items.

- Make sure you are prepared with enough stock and staff. There is nothing more frustrating than having people come to buy a product that you do not have or walking out because the queue is too long.

Good luck and let me know how went for you.

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Make an event - marketing tip

POS SOFTWARE

Cosmopolitan magazine

I was stunned when I was informed today that Bauer Media is cutting Cosmopolitan Australia in December, as commercially it is no longer viable. In the process another eleven jobs have are gone, and another restructuring and centralisation are underway.

This magazine was an icon, and many will have many good memories of this product so why not make an event if you sell a product like this to get people to come into the store for an impulsive purchase of the last couple of editions.  While supplies last, the final edition, get your copy... collector's item (which I am sure it will be) ... 

Maybe when they come into the shop to buy this product, they will buy more too? All you need to try it is a small sign on the window to make an event.

 

 

 

 

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International Coffee Day

POS SOFTWARE

International Coffee Day

 

If you are interested in some marketing idea for today, what about trying to market coffee today as today is the International Coffee Day? It should be good for a few sales. 

Such things are easy to set up in your receipts in your POS system. If you have a VIP club it is easy to send email newsletters out.

International Coffee Day 2018, celebrates the most popular drink in the world. According to recent research, it is good for you too.

An example of how these marketing days are good for business.

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Up-selling by cross selling in retail

POS SOFTWARE

Cross-selling is commonly used in retail to get someone who is buying a product to buy another product relevant to the one that they are going to buy. An example would be trying to sell someone who is buying a gift, a greeting card too or recommending a person buying a coffee a cake and coffee deal.

What people tend to do is put near items that sell well, a sign or the items that people tend to buy with those items 

But there’s one small catch

You have to know what items do have a decent cross-sell results 

Let’s find out

You will find one here in the Sales report in your POS software under "Category Companion Sales by Period"

 

Once you click on that it will then take you to another screen which lets you select the dates and the item or category that you wish to check.

I suggest you do it by a department but if you are doing it by item, make sure that it is a good selling item because it is not worth your trouble if the items do not sell well. For example, if an item sells 5 a year and has a cross-sell rate of 20% that is one sale, so it is probably not worth it to do any rearranging but if an item sells 15 a week and has a rate of 10% cross-sell then that is at least one to two extra sales a week.

 

 

Now run this report with a decent period, here I used a year, but if you are looking at seasonal or holiday items eg father day you may want to look at this period last year.  What you get is a list of items and categories that sell well with what you specified.

Now make it happen

To pick up more sales what you have to make sure of is that these cross-sell items are clearly visible to your customers looking at the items.

You will find that this is a great way to pick up additional sales.

 

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