Blog
What retailers can learn from Hurricane Irene
August 31, 2011 by Laurel Tielis — Author and Professional Speaker, Laurel Tielis & Associates
Flashlights, first aid supplies, and batteries were must-haves for people in Hurricane Irene's path. But Pop-Tarts were high on the list of items people were purchasing.
According to Walmart, Strawberry Pop-Tarts were the most popular. It's not surprising because they're easy to open, don't need to be heated up, and can be eaten any time of day.
But another reason they're so popular is that they're sweet. And when things are challenging, people look for ways to sweeten their lives.
Uncertain Economy Brings Out Small Indulgences
In this uncertain economy, people are looking for small indulgences. Teeny tiny cupcakes with not- so-teeny price tags are a small price to pay to feel better. And why wait to get to a bakery, when you can buy them from a cupcake truck in your neighborhood? They're comfort food paired with convenience.
It's the same thing with "expensive" coffee drinks. While it's true you can buy a pound of coffee for what you might pay for a designer coffee, it's still well worth the money to feel better.
As for penny candy sales, they're always strong in a weak economy. When life goes sour, people seek sweetness; they need to be taken care of.
How You Can Sweeten Your Sales
If you've ever shopped at Trader Joe's you've probably noticed that most people hit the free food/coffee bar before they start their actual shopping. Whenever I walk a trade show, I see the booths that have goodies get bodies.
It's clear, people want a treat. So when customers come to your store, give them one. Put out penny candy and watch more dollars come in. Or, team up with a baker, a local coffee shop, or your nearest Starbucks. You provide the venue, let them bring in the menu. When you buddy up, the cost is low, the potential is enormous.
if you're a florist, you can Increase your business by giving your offerings a green theme. You can put out dried or fresh fruits, nuts, and cut up vegetables. If your business is dance, or sports, or fitness-based, you can connect to your community by offering trail mix, nuts, seeds, or sports bars.
In the same vein, when people come to your home, you ask, "What can I get you to drink?" Do the same in your business. Serve coffee, tea, apple cider, or hot chocolate. Hint: hot drinks are better because it takes customers longer to drink them. And the longer they're in your store, the more likely they are to buy something.
If you're doing it on your own, and you're worried about the cost, ask your suppliers to help. When you do business, they do business. It's a win-win. You create deeper relationships with them and become closer to your customers as well. As Jackie Gleason always said, How sweet it is!
