Increase Retail Sales With Designated Pods

Every day you have likely experienced newbie RVers coming into your dealership. Some people know what they want and need, and others are looking for anything to make their RV experience easier, safer and more comfortable. No one knows what’s new on the market unless you tell them. This month’s column is about introducing new products and how to position them with your existing stock to encourage multiple sales.

As you are ordering these new products, find out if there are vendor information cards or handouts that explain the new products to your customers. If the vendor has printed information, ask for double the amount of the products you’re ordering so there will be enough for reorders.

If you don’t already have acrylic standing sign holders, get the dimensions of the handouts and buy one or two in advance. That way you have them when the info handouts arrive. They are inexpensive and make the difference between a neat and professional presentation and a mess. Always clean acrylic with a mild dish soap solution with warm water and a soft, microfiber cloth. Wipe the surface gently and rinse the cloth frequently to avoid leaving streaks or scratches. Avoid harsh chemicals like Windex or other ammonia or alcohol-based cleaners. These can “fog” the surface.

If the vendor doesn’t offer handouts, create your own using their promotional information. Your version will probably be shorter and more succinct than theirs. Use bullet points or dashes and heavier weight paper or lightweight card stock. We are living in the information age.

While some people are happily comfortable scanning a QR code for information, many others would vastly prefer something printed. Both methods are equally viable.

Gathering Like Items

Creating pods are another way to inform customers about what is new and what works together to solve a problem or accomplish a task. A pod is a grouping of merchandise from either many different vendors or all one vendor. The most successful pods are those that educate customers on how to deal with everything from cleaning, toilets, winterizing, summer care, everything tire related, Wi-Fi, safety, kitchen supplies, fasteners for interior items and another pod for exterior fasteners. A pod can be freestanding on the floor, on an endcap or even a vertical shelf display.

The secret is good signage that identifies why these products are placed together. Let’s say you pull together a variety of products that hold things in place. Your sign could say “Hold It Together Inside” (or Outside) — and the merchandise could be a combination of all types of ties, screw sets specific to RVs, ropes, twine and anything new on the market. Can they buy this stuff from Amazon? Of course, but if they are shopping at your place and see something they need that solves a problem, instant gratification is always better than waiting — even when delivery takes just a day.

Seniors or those with physical issues have unique needs. Step stabilizers, grab/hold bars, floor lighting and toilet safety rails for those with bad knees, balance or backs are just a few of the add-ons that can make life on the road safer and happier. Signage for this area doesn’t have to use the word “senior” — just “safety” will work.

Security is another word that can classify a grouping of products. There is a sense of vulnerability on the road, especially for people on their own, families with children and seniors. A “feel secure” pod could include cameras, door locks, burglar alerts, sliding window locks and more.

More Pod Ideas

As I wandered around my home for inspiration for this column, I saw my cat lounging on top of the recliner. A pet pod is another great category that gives you an opportunity to bring together everything that is helpful to RVers with pets. Included in this pod could be dog ramps, spill-proof pet bowls, no-splash water containers, pet first aid kits, screen door protectors, absorbent doormats, furniture covers, pet safety temperature monitors, tie-out cables and stakes, self-warming cat and smaller dog beds, pet cams/monitors, nonslip dog pads, waste bag holders, specialty litter boxes for cats. There are so many options for pets, and this pod is a great merchandising opportunity!

Speaking of litter boxes, offer suggestions where people can hide a litter box in their RV. This is a biggie for cat lovers and equally important to their cats. In a previous column, I talked about “standees” — or full-size cardboard (or foam core) cutouts of people. This concept would work great with cutouts of dogs and cats either on top of the pod, shelf or endcap. Cute sells, and this is a perfect (purrfect?) chance to add cuteness to your accessories area. It would attract attention, even from people without pets.

In the cuteness department, you can also create a pod for kids. This is, in a way, similar to the pet pod. It’s another opportunity for standees — perhaps of a child playing with a toy on the top shelf of the pod. Some of the products for child safety are like those for dog safety. Over-the-door organizers can give you extra storage space for baby items or toys. A hanging laundry bag is also a must for kids of all ages. An edited selection of travel cribs that can convert into bassinets is a good choice for the kids’ pod.

Garbage cans are vital for both pets and children. Consider carrying a steel trash can that has a lid on it to keep smells that come along with kitchens and living contained. Strong smells permeate the whole RV (whether good or bad), so having lidded trash cans that contain smells is a good use of your money (plastic will not contain smells). Arm & Hammer diaper garbage bags are considered great for keeping odors from escaping. Having them in your selection on the kids’ pod would be convenient for your customers.

Decor & What’s New

Another pod idea is pulling together decor items plus how to use them in an RV. Most people will buy their decor pieces at shops while traveling, but methods of installing them so they don’t fly all over the place can be a very helpful pod idea. If you carry decor items such as art, towels, pillows or small rugs, carve out an area adjacent to these items for the things that make them work in an RV. Over the cabinet hooks can hold towels, refrigerator bin sets can organize the fridge to prevent spills. Don’t forget peel-and-stick key holders, magnetic organizers, nano tape and Command Strips are little things that can fit onto an endcap or several shelves vertically with a fun sign on top.

Create a “NEW PRODUCTS” sign, too — but please be creative! “What’s New” may be more fun, or “This Just In.” This pod can be separate in a prime focal area that pulls together all the new items you receive daily. Then, these same items can be redistributed into your stock in bulk where they belong or added to specific category pods.

There are several good reasons to create pods. First, they are very helpful to your customers. Everything they need is in one spot. The related merchandise creates multiple sales. With good signage, you can explain why you chose these products. A similar concept can be found in independent bookshops where the employees write short paragraphs about why this is their favorite book.

Help your dealership become known for innovative and helpful merchandise. As you know, RV owners talk a lot about what dealerships offer — and what they don’t. Creative and clear signage adds interest to your selling floor and leads people around the aisles.

Last but not least, a “NEW PRODUCT” sign on the pods — and everywhere around the store — is a signal to customers to check out new goodies.