Customer-led promotions drive high street store sales

Research carried out by leading retail display supplier Displaysense has discovered that retailers that offer their customers a choice when it comes to future promotions will see significantly higher sales revenue.
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Bishop's Stortford - Herefordshire - England

March 2, 2011 - PRLog -- Displaysense, the leading provider of retail displays and shop fittings, trialled a promotional voting system across three stores and compared the results to three similar shops that selected their offers without consulting shoppers, with the outcome revealing that empowering customers appears to pay off.

The results of the study demonstrated that providing customers with a choice resulted in significantly higher sales, with the stores using the promotional voting system experiencing up to a 25 per cent increase in visitors during the sales period, compared to the other shops.

Steve Whittle, Displaysense marketing director, comments: "We believe that if customers have a choice in the promotions coming up, they are more likely to return to the store to buy.

"We provided a selection of stores with suggestion boxes and promotional displays to promote the activity and customers simply had to drop a small card with their details on it into the box with the promotion they preferred."

By making use of promotional displays that can be easily altered - such as a snap frame for posters that can simply be changed or a chalkboard where different offers can be put up regularly - stores will find it is straightforward to operate a choice-based system, Mr Whittle notes.

He explains that involving the customer in selecting the promotion is an important way to engage with them - and encourage them to return to the store.

"By choosing the promotion, the customer already feels that they are getting a more personalised discount, making them more likely to come back to the store.

"This also benefits the retailer, as they will have their customers' contact details on hand, enabling them to contact them directly to promote the offer, increase sales in the process and allows for ongoing communication to promote future offers," Mr Whittle states.

At a time when high street stores are facing increasing competition from their online counterparts, it is more important than ever to embrace new techniques to encourage shoppers to visit their outlets, he adds.

However, Mr Whittle points out that such promotions can be run in conjunction with online offers, giving retailers even more opportunities to reach their customer base and provide a truly personalised service.
Displaysense has been working in the shop displays sector since 1978 when it started out in Hertfordshire. Since then, the organisation has grown substantially and now manufactures its extensive range of products in 25 countries around the world.

Orders can be shipped anywhere in the world and the company constantly seeks to update and improve its offerings. Following a philosophy of choice, value and service, Displaysense's customers can rest assured that they will receive the best products from the leading shop display and fittings retailer.

If you would like any further information about the products and services offered by Displaysense, please contact us.


Tel (UK): 0845 200 8139
Tel (Int):  +44 (0)1279 460 460

Rye Street
Bishop's Stortford
CM23 2HG
United Kingdom
Source:Jim Moody
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Location:Bishop's Stortford - Herefordshire - England
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