Are reefs going out of fashion? When will real
freshwater (i.e. live plant) systems be a substantial part of the U.S.
market? Can tank bred and raised marine livestock hope to supplant
wild-caught stocks? You’d be hard pressed to get two dealers to agree
on these issues; however all aquatic retailers do come together on the
question, "when is your stores lowest sales season"? Summer.
What can be done to offset the warm season slow-down;
when folks are on vacation, oudoors, not-as-interested in what’s going
on it their indoors aquatic microcosms? Plenty, thankfully
After having spent fourteen years "on the
floor" myself and been a keen observer and writer about wet-pets
retail for more than twice that, I have some solid ideas to offer you on
avoiding the Summer doldrums..
The Obvious: Pond Supplies & More
Ah, Spring! When young people’s minds turn to…
outdoor gardening! Including aquatics. Ponds, fountains and such receive
their first notice of the year as their owners are finally able to
venture outside post-winter. Who will help them with the tools,
materials to clean up and fire over their systems for the new season?
You will! Then, all through the warm months your store can and should
follow through with foods, water treatments, livestock, and possibly
more…
Do you now or have you seriously considered offering
"outside services"? You may not have the time, staff or
expertise to actually design, build or effect repairs and clean-ups
yourself, but many stores have benefited from liaisons with landscape
architects, contractors and specialty pond service companies. This
mutually agreeable association can easily take the form of an informal
referral relationship. You put up a sign stating "We do Ponds; Ask
Here", and distribute their business cards; they send their
customers with completed projects to you for ongoing dry-goods and
livestock.
Which raises the question; do you have an effective pond
display, or the room to set one up seasonally at your store? Two of the
simplest, most reliable and flexible arrangements are the Lincoln-log
and liner, tie-rods at the corners, and pre-formed ponds. These really
attract and stimulate crowds of potential "ponderers".
For retailers with more space, especially outdoor
yardage, or year-round pond business, larger, more permanent displays of
mortar and block with centralized filter systems can establish you as the
source for pond gear, plants and fish.
Remember to plan and "spring" into ponds as
the year warms and your tropical aquarium sales start thinning towards
the Summer. (See the February and March Pet Dealer issues for much more
on pond service and sales).
Summer Month Promotions:
The sun is up, it’s gorgeous outside, and your stores
empty. Are your customers thinking about their tanks on such nice days?
Out of sight, out of mind. But they are out and about… how to get them
to your locale and thinking about aquatics…?
Sidewalk Sales : A very popular technique for
"BIG" store chains and strip malls in the know are
"sidewalk sales" during the weekends of the summer months. Our
retail stores used to actually coordinate and promote these events in
concert with local "art fairs" and "community
service" groups for ourselves and adjacent retailers; to huge
success.
Our strongest promotion bar none was a
"Truckload Aquarium Sale". Not only did this generate
tremendous short-term tank sales (albeit at small gross and net margins)
but virtually assured substantial gear and livestock sales well into
Summer. Where did we get all the aquariums, tops, stands…? From the
source! Given proper notice and advertising, both glass and acrylic
manufacturers are happy to truck in product, and haul back the unsold. A
last note regarding these blowouts, have humongous banners made to hang
from the truck's) sides.
Goldfish Dips: Another "hook" for
generating new aquarists and system sales is a "goldfish dip";
basically a temporary promotion comprising a kiddie wading pool, large
sponge-type filter, aerator and goldfish that customers "go
fishing" in. In Japan (yes, I worked in the pet-fish industry there
too) we had special "wafer-holding nets" that customers could
pay to scoop up as many fish as they could before the wafer melted or
was consumed by the goldies!
Think about this. Not only is it all a great deal of
fun, but where are the "players" going to get bowls/tanks,
water conditioner, foods, nets…? More importantly, ask around, or dare
I ask; what was your introduction into the hobby of aquatic life
keeping? For the majority of us, it was the lowly comet goldfish. Need I
write more?
Do your part to develop the new generation of aquarists;
put up a goldfish dip promotion at your store; or church, school
carnival. It pays!
(Sidebar: Goldfish Care Sheet) Feel free to adapt and
distribute this one-pager on the basics of how to keep your new goldfish
alive with your companies logo, address and phone number to your new
customers.
Strategic Planning & Work:
Customers still not coming in? Go to them! Consider
giving in-store or local school, community service (Kiwanis, Business
Exchange…) and civic groups seminars, pro-presentations on the
"how, "what" and benefits of aquatics interests.
Where can you gain the notice of these future customers?
Not simply by posting signage in your store. Look to your
"database" of present customers from sign-ups, checks, and
installations, hobby groups, and use your newly discovered spare time to
call, send them a flyer announcing your upcoming presentation.
Still Too Much Time On Your Hands?
Of a certainty, every aquatic retailers business dips
during the warm months. With planning and a shift in emphasis in the
kinds of services and livestock offered, the Summer doldrums effects can
be greatly diminished. If nothing else, hone your skills to develop new
promotions and displays, strategies for the more brisk times of the
year.
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