BROWSE BY BRAND :
Thursday, March 26th, 2015
Retail marketing is more than adding product to the shelf; it plays a crucial role in how your business is portrayed. The business’ image should be considered when deciding everything from business cards to product inventory to store design. As a security professional, the consumer seeks your services to provide professional grade solutions for their needs. Solutions they could not provide or seek themselves. Security should be taken seriously, and PRO-LOK’s line of retail items offer professional choices such as Kalifornia Key Chains, Entry Armor™ security door hardware, and Affordable Safes to create opportunities to increase your overall business.
Today is more important than ever to understand consumer buying habits to ensure continued success in the security industry and the overall retail marketplace. There are four major points to remember when developing a marketing strategy with the supplier to assist in creating more sales, generating additional revenue, and increasing your profits:
The responsibility of the manufacture, new product development is the life blood of your business and a successful marketing campaign. Without new product, the consumer experience becomes stale and mundane. More importantly, the security professional does not have new products to influence the customer into purchasing.
Envision that Chevrolet had the same vehicles today to offer as they did in 1986 with poor gas mileage, a cassette player, bench seating, and boxy styling. Why would you even walk onto the Chevrolet dealer lot when today’s Ford has great gas mileage, the latest electronic features, and innovative styling and design?
New products assist in giving your store a fresh look and keeping customers coming back for your products and services.
PRO-LOK’s Entry Armor™ has added new security options to provide the consumer an added benefit in commercial applications, reducing the chance of compromising entry access. A variety of Entry Armor™ latch protectors are available providing your customers with a choice of security levels:
Entry Armor’s™ new elongated ELP-240 series is the solution to larger sized door hardware. This new patent pending versatile latch protector features up to a 17% increase in the cutout relief over what is currently available in the security market. This new design will fit the widest array of commercial hardware providing the added security and reinforcement that is needed to protect the entryway.
Have you ever wondered why there are so many spearmint flavors of gum at the grocery check out? Why do you purchase one brand of gum over the others? The reason you make the impulse sale is the way the product is presented. The packaging colors, packaging shape, and product name all subconsciously make you want the product.
The overall packaging design is the responsibility of the manufacturer. This will assist in drawing more consumers to the products you showcase.
PRO-LOK has a variety of items that entice the consumer to impulsively purchase a product:
Kalifornia Key Chains offers your customer the chance to give the keys you just made character and personality. The soft inviting packaging colors attract consumers of all ages toward the products and displays. With more than 300 product choices, including more than 40% new items to the market, there will be something fun to sell to every customer.
The Entry Armor™ packaging focuses on retail sales with the goal of bringing together the consumer and the security dealer to discuss security needs and solutions. Entry Armor’s™ attractive black packaging enhances the product finishes, drawing the consumer into the product. The colors are inviting and strong, while the name clearly explains the function of the product line.
With eight models to choose from, PRO-LOK’s affordable safes are high ticket impulse sale items. The attractive and eye appealing packaging accomplishes two main goals. First, the customers who may not be in the market for an entry level safe recognizes the low price point and is intrigued. This results in conversation between the customer and security professional. Secondly, the security professional can ask questions to determine if the PRO-LOK safe meets the needs of the customer. If a safe with a higher level of security is required the security professional can upsell the customer into a higher security safe.
If the consumer can’t see it, they can’t buy it. The average consumer does not have the knowledge about security products like a professional. For this reason it is vital to strategically display products for the customers to see and to ultimately purchase.
Marketing decisions should be driven by what the customer needs, wants, and reasons for seeking security services. If there has been an increase in crime in your area more consumers will be seeking security advice and solutions. This is a great opportunity to display Entry Armor™ residential and commercial security solution such as Door Viewers, Patio Locks, Window Locks, Strike Plates, or Door Locks.
Most consumers will walk around the store space when they are waiting for the security professional to finish rekeying a lock or making a key. Security items in white boxes or poly bags look unprofessional and will greatly reduce the chance of a sale. Also, items that appear to be opened will not be chosen for purchase. PRO-LOK’s Entry Armor™ Wrap Plates are packaged in specially made resealable clamshells that can be opened and closed multiple times without compromising the integrity of the product or packaging. This way the consumer or the professional will not have to open a box to view the product and then risk the box being damaged or breaking a seal.
It is the business owner’s responsibility to predict what the customer needs will be and to properly merchandise the retail space according to the needs of the community.
Nobody knows the local market better than the business owner. That is why it is the responsibility of the business owner to drive sales and influence demand of security products. The consumer does not always know what the solutions are for the security problem and sometimes need a little help in making a decision.
Visualize a security professional replacing hardware on an exterior door facing an alley after an attempted break-in. The break-in customer already has the mindset for security and wants to deter the same event from happening again. It may be a good idea to suggest an Entry Armor™ Latch Protector with 2 anti-spread pins for additional security. The consumer may not have known about the benefits of a latch protector before the security professional’s visit, but with a little selling the customer can be informed, make the purchase and will be more than satisfied with the service provided. Plus, the security professional has just made more money!
Every service call that is made or customer that walks through your door is an opportunity to upsell the customer. When a customer walks through your door to get a few keys made don’t forget to ask them if they have had a chance to see your stock of Kalifornia Key Chains. These products have high margins and are an easy add-on impulsive sale.
When rekeying locks ask the customer how they secure their doors and windows. Spend 5 minutes explaining the benefits of the Entry Armor™ products and other security product that you sell and carry. You are the authority on security, otherwise you would not be in the profession. The customer values your opinion and insight into finding solutions to their security needs.
Not only will you be selling high quality products by displaying and selling Kalifornia Key Chains™ and Entry Armor™ latch protectors, wrap plates, home security and commercial security products, and Affordable Safes, you will be providing brand names and packaging that elevates your image to your customer while proving security solutions your customers need.
