Shopping Spree: Selling Storefront Retail Items
Whether you’re searching for a specific item or just window-shopping, chances are promotional items in a retail setting have pulled you in. They attract potential customers, show off a new program or sale, and expose shoppers to new items. For distributors, selling promotional items to retail end-buyers can mean a long relationship full of repeat business and chances to build the brand’s identity. We spoke to Michael Stoeck, director of sales and marketing for Stouse Inc., New Century, Kan., and Coleen Wright, vice president of global sales for Lizal Inc., Cupertino, Calif., to learn more about how distributors can increase their sales in the retail industry.
Know What Works
The point of promotional items in storefront retail is to attract business and to bring customers back again. Paying attention to what items work and supplying your client with these items can secure your spot as a trusted distributor. Stoeck explained how distributors can evaluate their clients’ needs. “If a store has extended holidays hours, that should be promoted with window decals, counter mats, floor decals, banners in front of the store and lapel labels for workers,” he said. “Look at measurements like cost per impression. In-store advertising is inexpensive and effective.”
Knowing the client’s brand can allow you to suggest items that relate to the client’s identity. Wright suggested customizable items that users can take home, as opposed to advertisements that stay in the store. “Small home décor items, [such as] trinket trays, notebooks, votives, photo frames, paperweights and fashion accessories, all with customization,” she said. “Items that lend themselves well to the brand.”
Stoeck added items that draw attention to the store itself are a big hit with retail buyers. Floor decals can introduce customers to new products, shelf danglers can advertise promotions, and window decals and static clings can advertise the store’s hours of operation. He noted that hand tag decals can advertise the business from anywhere. “Hopefully, the [end-user] will use the decal on the tag somewhere to advertise the brand on their car, toolbox, locker, etc., depending on the brand,” he said. “These are particularly popular for designer T-shirt apparel art. I’ve also seen it for aftermarket auto accessories. The tag isn’t necessarily attached only to apparel.”