Pens should account for a third of all stationery sales. Pens should be located near the counter, testing should be welcomes, start each day with clean sheets on your test pads, also pitch a range of pens at the counter for impulse purchase.
Only carry stock from 2 major pen companies.
Stock 1 premium pen company for gifts.
Premium pencils / paints / textas as everyday range do well.
In terms of mark-up: 125% min. mark-up on all stationery as your business is likely to be used because of convenience.
Stock known, premium brands of stationery. Be known for this. This can be a valuable point of difference whereby you leverage brand recognition.
Always have a value proposition outside the stationery department based on volume – like the packing tape offer we did recently.
Nothing in department under $2 price point as low priced items are expensive to range and manage.
Round up, follow our pricing psychology advice.
Consider the range you carry – run report and reduce offering of what is not readily selling. Keep it only if it is working not based on what you think you need to carry.
Try not to stock the same product in different sizes e.g.: glue pens / sticks, vehicle log books, duplicate / triplicate books, receipt books, star stickers – gold / silver / mixed colours, boxes of dot stickers, post it notes, flags etc. Choice can be expensive.
Condense the department, do not have products spread out – display wisely (exercise books in desk magazine holders) and don’t be afraid to stack – reams of paper, boxes. Retail space is a large cost factor with stationery. Display in less space and reduce the cost of the stationery department to your business.
Golden rule: no stock in stationery department has an in-store birthday – if it is not moving – clear or donate. The reality is – if it has not sold in 12 months it is certainly losing you money and giving off the wrong message.
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