Early sales are not effective
08.10.2014 6931

Early sales are not effective

Last summer, sales in shoe stores began very early - from mid-June. Do retailers plan to follow the same strategy in the fall, given that the market during this period traditionally “freezes” before the start of New Year's hype? How do they plan to stimulate sales - by creating “unique offers” or by direct discounts “minus 20%”?

“We believe that early sales can be expected from retailers who sacrifice margins in favor of getting funds as quickly as possible,” said Stanislav Koloskov, Director of Marketing and Advertising, ALBA. - Already, some sellers have officially launched the discount season and are announcing special prices with a discount of up to -30% for the new collection, thereby driving the entire category (shoes and accessories in particular) into difficult conditions when all players have to adapt to the same discount conditions in damage to one's own marginality. In the end, the consumer will finally get used to the very fact of permanent sales, which will lead to a strong drop in sales at full price. The consumer will simply wait for the discount, and such trends already exist. For our part, we will try to stay within the framework of the planned mark up and launch the official sales season closer to mid-autumn. ”

According to Natalia Sokolova, marketing director of RALF RINGER, discounts are a necessary measure, resorting to which retailers are forced by weather conditions. “If sales are low, then everyone waits for a while, looking at each other, and then, through a chain reaction, they launch promotions and sales. In the current season, the beginning of autumn turned out to be warm, so brands have already begun to offer discounts in one form or another. In my opinion, an early sale (for example, 20% for everything) is not very effective - it is better to use this format for presale. Therefore, for example, we managed to launch the motivating campaign “20% for the second pair” twice, each of which lasted three days, capturing the weekend. Each time, sales growth was around 20%. ”

Last summer, sales in shoe stores began very early - from mid-June. Do retailers plan to follow the same strategy in the fall, given that the market during this period is traditionally ...
Please rate the article
Euro Shoes Exhibition

Materials on the topic

The psychological profile of the sales assistant

If you conduct a survey of retail business executives and ask what the main problem is now, then the answer "Where to find and how to keep good sellers" will certainly be included in the top three answers. Expert SR Evgeny Danchev ...
12.10.2021 2625

Extremist buyers. Who are they and how to work with them?

The topic of interaction between the buyer and the seller has been studied since the inception of exchange and commodity-money relations. Today we will talk about a phenomenon that has arisen relatively recently and is a "sore point" in many companies - about purchasing ...
05.10.2021 3984

Instagram content ideas

The topic of filling a commercial profile, it would seem, has already been studied far and wide. At the same time, there are a lot of faceless, similar and boring accounts in the online space. Accidentally getting on such pages, you quickly flip through them, and if suddenly and ...
25.02.2021 8508

How to go from beautiful words about new technologies to the difficult task of mastering them? Life hacks for the introduction of new services for customers of a shoe store

How have digital technologies and innovations already influenced and continue to influence the development of retail in Russia? What new changes can we expect in the next 2-3 years? What innovations are being actively implemented in Russian retail today, and how to approach this ...
21.07.2020 10882

Where to get intrinsic motivation for sales in a period of decline in consumer activity

If you build relationships with sellers only on money, then sooner or later there will come a moment when their performance either decreases sharply or is on the decline. This is especially evident during periods of seasonal decline in sales. In this article, our constant ...
11.03.2020 9350
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning