Deco-Pak, suppliers of quality, easy-to-use aggregates and paving, is increasing the amount of how-to information on their packs and point of sale. Rod Slater, General Manager for Deco-Pak, explains why this is so important for maximising sales.
Share what you know with the customer
It’s easy for us in the industry to get complacent and assume all of our customers know how to use the products we sell. But that’s not always the case – and thinking like this can cost valuable sales. The Deco-Pak Easybuild range is a good example of a new way of thinking. Feedback we have received from customers suggests that there is a need to make things like paving and fencing easier for beginners, new customers and those looking for new products they can trust. EasyBuild is a new range consisting of staple DIY building materials such as post mix and concrete, addresses this issue by using packaging and POS that instantly conveys what the product is for, with how-to information, a scannable QR code and web links to add even more value.
Trust issues
Providing the customer with easy to follow advice is a sure fire way to develop trust, something that has never been more relevant in today’s modern throwaway culture. More and more consumers have experience of buying products that didn’t work as well as they had expected, so are now more wary than ever before. Building trust is a continuous process, and even though Deco-Pak has won the trust of hundreds and thousands of consumers that have bought our products, we still need to keep upping our game. Even our charcoal summer fuels range, which is easy enough for the barbecue enthusiast, still includes how-to information and hardwearing packaging to reinforce the bond of trust that consumers need.
Selling cheap comes at a price
Deco-Pak strive to provide RRPs that maximise profit margins, whilst also offering promotions that drive bulk buying, but we all know that to focus on price only works in the short term. The pre-built merchandisers for our paving range for example, not only come with deals provided on the attached POS, but also features scannable QR codes, designed to instil confidence in the customer, leaving them feeling reassured that they will be helped beyond their purchase.
Through using informative, helpful packaging and POS, we can build trust and give customers confidence – confidence that they are getting a good deal, with a product that lives up to its expectations. Empowering the customer with knowledge and confidence in their DIY endeavours is a great way, we believe, in ensuring repeat sales long term.