48% Sales Increase Achieved by Creative Packaging After a Store Transformation
Ahhhhh, music to any retailer's ears. Not only did the Creative Packaging team in Burnaby achieve an increase of 48% in July over last year's same month sales, they were able to sustain a 25% increase over 3 months since their transformation. How?
It all started when Joanna Palmer and her Creative Packaging team from both BC and Alberta stores joined Retail Week and decided to implement 11 action steps to achieve their goal of increased sales. One of them was a store transformation, which meant an assessment of their current layout, category adjacencies, fixtures and presentation strategies. However, since the store had already implemented several of their action steps and had already begun to see increases in both sales and average purchase, the staff challenged the necessity of a transformation since this meant rocking the boat.
The challenge had begun. Joanna knew the importance of having her team on side and time was invested into addressing the staff's questions and ensuring their understanding of this project's benefits. It started with a store layout analysis, followed by category adjacency planning. Once this has been set, an assessment of store fixtures and its placement were analyzed. Several questions such as those below were addressed to determine success factors.
How does a fixture or accessory help in increasing the sale of a product? Does a particular placement positively influence a customer's buying decision? What presentation style increases the likelihood of multiple sales? How can higher margin goods be promoted effectively? How can a basic product such as packaging be made to be more than it is? How can the perceived value be enhanced?
Lastly, incorporating their store image and ID in all signage along with product features, advantages and benefits presented an effective silent selling tool that ensures this winning combination sustains increased sales.
The success of Creative Packaging's store transformation can be measured by the increases in both sales and average purchase. However, according to Joanna, "Having staff set goals is critical, more importantly, communicating our way through resistance and challenges is key."
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| Product credibility is enhanced when this distinctive category is given its own home. Higher product intensity as well as an eye-catching presentation of a power wall and focal display effectively increases value perception. | |
| BEFORE | AFTER |
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| Inexpensive bins bring life into this category. Presenting embellishments adjacent to gift wraps utilizes multiple selling opportunities. | |
| BEFORE | AFTER |
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| Inexpensive bins bring life into this category. Presenting embellishments adjacent to gift wraps utilizes multiple selling opportunities. | |
NEXT ISSUE See how Creative
Packaging silently deepened relationships with their
customers and ensured that they are reminded of this
throughout the store.