opinion

Everyday Luxury: Don’t Sell Yourself Or Your Retail Customers Short

When people are shopping they tend to want value for their buck. That doesn’t always translate to spending as little as possible. Even if it’s perceived value most people want to know they got a “deal.” On the store level, it’s easy to arrange areas by price. This relieves your sales associates’ burden of actually having to sell. However, by merchandising in this fashion, you are putting your least expensive option on a silver platter for your guests to buy out. The old way of thinking is that every guest who enters should leave with a purchase. In my opinion this is wrong. Every guest who enters should leave with a purchasing plan. They may not have the money for that We-Vibe 4 or the Soraya that they just met in your establishment but maybe they will hold off until payday.

At Deja Vu Love Boutique, we have a large amount of guests on a first-name basis with our staff. They always return to see what’s new or what LELO will offer next. We have always been very loyal to LELO. This is my absolute favorite brand of toy. There are dozens of amazing brands of adult toys that we offer, but these are my personal preference.

Technology has advanced so much but shopping adult is still very new to a majority of guests. Convince them to invest in top-quality products that are sure to translate to repeat guests.

As a team leader, personal preference is very important. Your business depends on this. If you’re not already offering your employees free samples when possible and a deep discount you should definitely consider it. Most guests enter our stores as if it is very unfamiliar territory. They are relying on your sales force to tell them what to buy. That is why you should begin training your staff at the top with all of your high-end lines first. Employees are going to have a much easier time selling items that they can talk about without uncertainty or hesitation.

Once you imbed all of the highlights and selling points of the lines you want to move quickly into your team, these items will work their way into every sales pitch. In turn, your dollar per head will begin to rise tremendously. With foot traffic slowing down and competition rising, it is vital that your business focus on high tickets in order to not only sustain but increase year after year. It’s the same concept used at car dealerships. When you walk on the lot they don’t start by having you test drive the base model. No, no, no, they get you nice and comfortable in the fully loaded cream of the crop.

Technology has advanced so much but shopping adult is still very new to a majority of guests. Convince them to invest in top-quality products that are sure to translate to repeat guests. Most of the world’s population owns an iPhone or a phone that’s comparable. Bingo! Find a way to speak their language. “You lean a Samsung Galaxy 4 against your head but are willing to stick a Nokia in your whooo haaaa?” You have to steer guests in the right direction. Using the health angle works pretty well. Everyone is talking about clean eats. What about clean between the sheets?

Health and safety for your guests are of the utmost importance. You never want to let someone hit the front lines without knowing exactly what they are selling. That is why it is important to have not only intense training, but also a simple test to follow so that you know your associates are armed with the proper information and ready to fire away. You want to go above and beyond for guests. They cannot leave simply satisfied. They need to leave and say “Wow! What an experience!” That feeling also needs to carry over to the bedroom or wherever it is they will be using their new goodies.

I will share with you some of our best selling points:

1. The packaging of these items is elegant and discreet which is perfect for gift giving. It is also safer and cleaner to keep your toys in the original packaging. So this is great for storage after each use.

2. The various shapes offered are great for targeting erogenous zones. Also there are items for all shapes and sizes. For example, I usually try to upsell the Soraya to larger women and sell the Ina to smaller women. Both offer clitoris stimulation and penetration, but the angle of the stimulator on the Soraya is much wider than that of the Ina.

3. The locking feature is very easy to use and makes it the best option for travelers with carry-on luggage only. This feature is also great for guests with children in case the item is found.

4. Bye-bye batteries. You no longer have to invest in your item every third use. Just plug it in and charge it right up. The LED indicator blinks red to notify you when the battery is dying. The light will flash white while charging and be a steady white once charging is complete.

5. Shhhhhhh. Quiet, please. These are silent! This feature is not only awesome if you have roommates or children but also if you want to concentrate on the orgasm you are trying to have. Because women are thinkers, it is a fact that trying to orgasm while listening to the sound of a lawnmower is difficult.

6. Waterproof for fun in all climates and, in addition, much easier to clean and sterilize.

7. My personal favorite. This brand backs their toys with a warranty. Any problems, just bring it in with proof of purchase and we will switch it right out.

With as much competition as there is now, and online shopping, customer service and teaching guests is the key to getting loyal clients and referrals.

For any questions or “Retail Tactics” column topic suggestions, email emporium702@aol.com.

With more than 10 years working with Deja Vu’s various branches, Megan Swartz — Deja Vu’s general manager and buyer — has made a name for herself as a dedicated and savvy, merchandising and operations-managing dynamo.

Related:  

Copyright © 2024 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

How History Drives Marketing Strategies Today

Thanks to the efforts of activists, sex educators and members of marginalized communities, products like sex toys, lubricants and adult films have become much less stigmatized, and much more visible and accepted in the public sphere today.

Hail Groo ·
opinion

BAFTA Nominations Highlights Importance of Gender-Neutrality

While the Brit Awards have paved the way for gender inclusivity by introducing gender-neutral award categories, it has recently been confirmed that the British Academy of Film and Television Arts (BAFTA) awards will not follow suit.

Scarlett Ward ·
opinion

How to Explain Wax Play to Shoppers

When it comes to candles in the bedroom, most folks think of them as a great way to create a sexy ambiance. For folks who enjoy wax play, however, candles are also a kinky way to heat things up. While it may sound daunting to the uninitiated — because, you know, fire and hot dripping wax — wax play can be a fun and accessible sensation-play option, as well as an excellent intro to BDSM.

Rebecca Weinberg ·
trends

An Inside Look at the Decision-Making Process of Expert Merchandisers

Buyers in the sexual wellness industry bear a weighty responsibility. They must strike the perfect balance between meeting customers’ demonstrated needs with tried-and-true products, and staying on top of the latest trends — and that is only scratching the surface.

profile

WIA Profile: Catherine Corsaro

As director of product training and information for JO parent company CC Wellness, Corsaro oversees all sexual health and product education from the company’s Valencia, California headquarters, including training new reps who may have never touched a bottle of lube until their first day on the job.

Women In Adult ·
profile

Novum Veteran Executive Team Leverages Expertise to Grow Brand

Novum Brands may be relatively new on the sex toy scene, but there’s nothing green about George Gatziaris and Vadim Daysudov, who together founded, own and helm the business.

Colleen Godin ·
opinion

Al and Michele Harrington Discuss Vision for Pleasure Brand Love Verb

Former NBA player Al Harrington has matched his success on the hardwood with equally impressive accomplishments in the business world, including creating cannabis company Viola. Now, Harrington and his wife, Michele, have expanded their business portfolio with Love Verb, a venture aimed at enhancing couples’ intimacy through a variety of pleasure products.

Quinton Bellamie ·
opinion

A Look at the Benefits of AI for Optimizing Retail Operations

In the ever-evolving landscape of retail tech, staying ahead of the curve is not just advantageous — it’s mandatory for survival. Currently, small-to-midsize retailers face an unprecedented opportunity to leverage artificial intelligence (AI) features to gain an advantage, enhance employee productivity and optimize operations.

Sean Quinn ·
opinion

Boosting Visibility for Female Sexual Dysfunction Products to Overcome Stigma

It is undeniable that sexual wellness has entered the mainstream, and the market is expected to expand. Many of those sales are driven by women, who have become more empowered than ever to buy sex toys and accessories — especially since the COVID-19 pandemic, when a significant consumer uptick made this shopping category more lucrative than ever.

Naima Karp ·
opinion

Tips for Making the Most of In-Store Marketing

When it comes to brick-and-mortar retail, getting shoppers in the door is only the beginning. Once they are inside, catching their eye and getting them to open their wallets is a whole other ballgame — both for retailers, who want shoppers to spend as much money as possible in their stores, and for manufacturers, who want that money spent on their products specifically.

Rebecca Weinberg ·
Show More