Via Trading Offers Retailers New Floor Standing Displays
As a recognized leader in the liquidation industry, Via Trading has always been focused on the notion of continuous improvement. It strives to serve its retail customers and lead the industry by example. For that reason, we were not surprised to learn Via is offering its retail customers a standing floor display solution that can be used for influencing customers in the aisles.
We asked Via’s Marketing Manager Nathania Stambouli what brought this about. “We don’t see our role as merely being one whereby we provide merchandise to our customers but also one that provides solutions to enable our customers to grow their sales and profits,” said Nathania. “In an effort to provide such solutions, we researched across other industries, learning what they did to grow their customer sales/profit. We also conducted a number of visits to customer stores to understand their particular needs and what we could do to help,” she added.
During that research, Nathania found a number of common issues. The retailers all had a variety of merchandise without any significant stand-out in store, cluttered shelves, poor merchandising and out of stock situations. As a result, consumers were not being engaged in store.
“We also thought about the end consumer and how they interact with merchandise in a store,” continued Nathania. It’s a well-known fact that today’s consumers have more opportunities by which to acquire and interact with information. In fact, they often have too many messages thrown at them through various media on a daily basis. Organizations typically use a variety of means to influence consumer purchase decisions, such as advertising, but as a result of the constant influx of advertising messages in their daily lives, today’s consumers have developed short attention spans and are now able to switch ads off. This makes it increasingly difficult for retailers to influence their customers.
However, a key area through which retailers are still able to stimulate consumer purchase decisions is at the point of sale (POS) where up to 70 percent of purchase decisions are made. “We determined that our customers’ current ability to influence consumer decisions at the POS level is limited given the lack of resources we saw during our store visits and conversations with retailers,” said Nathania.
For these reasons, Via Trading introduced its new FSD Solutions (Floor Standing Display Solutions). These displays offer retailers an effective solution to create greater visibility in store and attract customers through the use of color and chosen key phrases such as ‘Look’ and ‘Wow.’ By engaging the consumer, the display solutions can motivate disinterested consumers into becoming engaged with the product(s), which will lead them to purchase, increasing sales and profits.
The displays offer additional benefits including:
• Ability to tailor messages to consumers (making the message more pertinent to a particular group of consumers or to a particular product)
• Facility to cross and up sell (by displaying similar or complementary products next to each other)
• Capacity to easily merchandise the display (with flexible hooks and display trays) and to quickly note when stocks are low
• Displays take up a minimum amount of space whilst providing maximum visual impact
The FSD Solution is appropriate for an array of different sales channels at a Point of Sale level. Its applications include but are not limited to flea markets, yard sales, discount stores, thrift store, wholesalers (to show an assortment or variety of product) and more. It can even be useful for online sellers who do not have a physical store front. They can merchandise their wholesale lots on the display, photograph and show their products attractively to their online consumers.
“We launched the displays at the ASD Trade Show this August and rolled out the launch to our regular warehouse and website sales the following week,” said Nathania. “Customers are just beginning to use the displays and have thus far shown great interest and satisfaction with the preliminary results,” she added. Via is looking forward to hearing how the displays do as time progresses.
Miguel Susano, a Via Trading customer since December 2010, purchased a display last week. He states that “It’s very nice, easy and quick to set up and [he is] using it as we speak!”
Ty and Melissa, Via Trading new customers, purchased theirs at the ASD Trade Show this August and have just begun merchandising their displays. “Our customers are immediately drawn to the displays and spend more time looking at our cosmetic items than they did before. We’re looking forward to seeing how that translates to sales numbers – stay tuned!”
Other Via Trading customers like the new displays as well. Claudia Hernandez opined, “They’re great – the products have a presentation!” And Abram Perez said, “They’re working well – they’re bringing more customers in already.”
To find out more about these new Floor Standing Display Solutions, contact Nathania Stambouli at Via Trading.
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