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5 WAYS TO BOOST IMPULSE TOY SALES AND PROFITS
Learn how you can drive more impulse sales of toys and gifts to increase profits
in your retail store.
* Retail Insight
* 26 July 2021
* Posted By Hilton Brown
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Parents know all about the pressure of pester power, which children seem to
intuitively perfect at an early age!
Over 40% of parents say that pester power regularly gets the better of them, and
many parents will purchase Fast-Moving Consumer Goods (FMCG) requested by their
children.
Child-driven purchases can come from the desire to make the shopping experience
a positive one for everyone, reducing tantrums and in-store stress for parents.
However, the new generation of families also proactively prefers to give
children more say in purchasing decisions. That’s why appealing to both children
and parents is key to improving toy retail success.
Let’s look at how you can use this important family dynamic to your advantage!
1. APPEAL TO KIDS, SELL TO PARENTS
What’s the biggest purchasing influencer for children when they are already in a
store?
Packaging! Numerous studies show that packaging is hugely influential for
children when choosing products. Bright colours and cartoon characters are a
simple way to attract kids' attention. At Keycraft, we’ve got a team of in-house
graphic designers who keep the child-appeal front of mind when designing
packaging.
Once you have the child’s attention, you just need to remove barriers to sale
for parents. This is also something Keycraft keeps front of mind when creating
our product ranges. It’s achieved by promoting a toy’s benefits and quality, or
keeping the price low.
Our package labelling and hangtag information helps emphasize the qualities of a
toy. We also offer pocket money toy collections that catch children’s eyes and
which parents won’t usually object to for price reasons.
2. PERFECT YOUR DISPLAYS
Eye-level is buy level! Out of sight is out of mind, so display your toy
products at the right height for either children or parents.
Parents typically choose baby toys or gifts, and educational or traditional toys
that focus on quality. Children are more drawn to eye-catching toys that offer
novelty value. Children have a greater variation of eye levels according to
their age group, so bear that in mind when setting up your placements.
Attention-grabbing displays further amplify impulse buying appeal. At Keycraft
we often talk about retail theatre, and it’s an important merchandising
technique. That’s why we design display solutions that complement our products
and grab attention through novelty.
Novelty displays will help you put multiple toys in the spotlight at the same
time. For example, we have wooden crates for displaying Living Nature™ soft toy
animals, and colourful merry-go-round carousels for small pocket money toys. In
addition, full display stands will also help you sell more toys.
3. OPTIMISE STORE LAYOUTS
The need to buy is highest at the front of the store when customer’s hands are
empty. Around 42% of items selected in the first quarter of a shopping trip are
impulse purchases. This is especially true for kids who have shorter attention
spans. Make the most of early enthusiasm by positioning your premium toys in the
first display stands customers see.
Items placed near the till point perform well, offering decision-fatigued
shoppers an easy opportunity to pick up something before they leave. This works
particularly well for low-cost impulse products.
However, you don’t need to rely on solely on the till area. Offer a mix of
impulse items earlier in the shopping journey, strategically placed next to
high-demand items that get most attention. Complimentary products also sell
better when displayed together. For example, table protector mats next to
paints, or collectable ranges that can be integrated.
Move things around every month to keep the shopping experience fresh, and also
to figure out what works best in terms of placements. Also ensure customers have
plenty room to manoeuvre by positioning your shelves and stands a reasonable
distance apart. This encourages people to take their time and see all your
products.
4. GET PRICE POINTS RIGHT
Who is your target market? Do you have busloads of children on school trips with
a £5 budget? Or do you have a garden centre where grandparents treat children to
toys that are a little bit more special?
When you know your customers, you can prioritise your product offering and
corresponding price points for maximum profitability. Although, whatever your
most important customer demographic is, you can still mix price points
throughout the store so that everyone is catered for.
Trial a selection of products with varying price points across your displays.
Then prioritise building stock levels or introducing new items according to what
price ranges sell best for you.
5. TRAIN STAFF TO UP-SELL
Your staff are a valuable asset for encouraging impulse purchasing. Consumers
are generally open to discovery and suggestion, and human conversations or
recommendations are perhaps the most effective way to encourage customers to
make purchases.
Your staff should be familiar with product locations in-store, and proactively
point out featured products or promotions. If resources allow, have a member of
staff available to circulate the store and assist customers. They should have
knowledge of your products, be able to answer questions about features and
benefits, and also suggest complementary products based on customer interests.
KEYCRAFT MAJORS ON THE SCIENCE OF IMPULSE
With over 45 years of toy retail experience, we’ve figured out the Science of
Impulse formula!
We’re the impulse toys experts, and our retail consultants can help you get the
most from our products with proven merchandising techniques. We can advise on
product range selection, display solutions and optimal layout for your stores.
When we helped the Early Learning Centre launch a new product selection, they
boosted their impulse sales by 200% within just 2 weeks.
Partner with Keycraft
Are you a retailer looking for help in boosting impulse sales in-store? Get in
touch with us today and we can help you reach your sales goals with our
top-performing pocket money toy and gift selections.
Enquire >
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Optimise your store layout to influence buyer behaviour and maximize sales for
both premium and pocket money toys!
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