Many tradespeople look for security products as part of a larger building or renovating project. This provides merchants with strong add-on sales opportunities that can be amplified by clever merchandising.
You can remind the trade that you stock security products by having an eye-catching display sited near to the door. It might also be beneficial to put a smaller display in a more prominent position, so stock turns over more quickly. For example, countertop stands that promote specific seasonal offers, such as garden security in the spring, and during the traditional autumn/winter ‘dark nights’ security drive, can make a huge impact on sales.
As many customers will not be security specialists, this is one category where a leading brand name makes a big impact, giving both the tradesperson and their customer confidence in the product quality and safety. Year after year, market research shows that Yale is one of the best-known brands in home security and the name is synonymous with the nightlatch lock. That’s why strong Yale branded point of sale always performs well.
Working with a market leading brand and giving lock and security sales just that extra bit of thought can really help merchants to lock up those extra sales and margins.
David Herbert is head of marketing for Yale.
