Toys… “ The Ultimate Impulse! Jerry Wilson, President
Personal Introduction * 32 years experience working with all levels of the Pet Supply & Animal Health Industry (Retail, Wholesale & MFG Representation) * Numerous Sales & Merchandising seminars attended and presented * 100’s of Retailers visited in North America
* Our sole Company Focus is helping Independent” Retailers succeed!
Outline / Opening Statements
* Toys are your best opportunity for impulse purchases * Loyalty to MFG Brands that offer merchandising ideas and options, will keep your “Toy Center” fresh and exciting for your customers * Toys should be merchandised in more than one area of your store * Special Offers with signage calling them out, should be used on a regular basis to increase the total ring
The “Toy” Stories Think back to your childhood, and how excited you would get, to see the windows of a Toy Store, with the latest and greatest toys displayed for all to see… It drew you in, and chances are you either got to pick something out, or at least give your parents an idea for a future purchase… THAT’s IMPULSE! Grocery and Drug stores used to (some still do) set up giant end caps with colorful bouncing balls in metal dump bins; knowing kids would bug their parents for a new toy (even if they wouldn’t get that ball, they might give them a quarter to get a toy out of the vending machine in the front of the store)… THAT’s IMPULSE! I’m sorry, but putting stacks of Dog Food in a store window is not necessarily going to bring anyone in, as buying food is not (and should not be) an IMPULSE decision…
Merchandising the Toy Center
“Everyone knows their own Pet’s play habits, so…” Merchandise like items together! Dog Toy Examples 1) Rugged, Durable (rubber, etc…) 2) Tugging, Tossing, Interactive 3) Cute & Cuddly (plush, etc…) Cat Toy Examples
1) Catnip (some may not want?) 2) Interactive (wands, motorized, etc…) 3) Active (balls, etc…)
Merchandising this way allows the buyer to see all available options you have for their “player” at home!
Examples
Interactive !"
Tug & Toss !!
!"
Cute & Cuddly
Secondary Toy Placement “the real key to growing toy sales” End Caps 1) Set up “New” Lines of toys you have brought in as “Feature” displays (SIGN IDEA: “New Arrivals”) 2) Set up complete lines of similar toys with one price point or offer (SIGN IDEA: “Buy 2, Get 1 Free”)
Clip Strips, Ropes or Dump Bins 1) Place these anywhere and everywhere you have high traffic (Dog & Cat Food areas) 2) Move them around the store frequently; giving consumers more chances to see them and buy 3) Rotate these displays throughout the year, but if you find a winner; stick with it, and buy it right!
Counter Areas 1) You Must have Toys in this area somehow; it’s your last chance to make that IMPULSE sale! 2) Clip Strips work great here (see photo next page), if you don’t have the counter top for a toy box
Learn from the Grocery stores; they use all of these very effectively, and so should we!
Examples
!"
End Cap
Clip in Food area
Clip at grocery counter !#
In Summary * Everyone loves to buy toys for their kids and pets! * Your Customers will spend more on toys, when you make them easy to shop, fresh and fun! * Secondary placement of Toys is essential to increased sales & profits! Bottom Line Go have some fun creating your own success stories; trying some or all of these ideas, and let us know how we can help you…
Your success is our success!