Christine: Hi, Arthur!
Cosmetics can generate 50% of a store's profit so cosmetics is usually on the ground floor. Most of the expenses and stock of cosmetics departments are paid for by the manufacturers and department stores have little or no dollars in these departments.
[E.g., JC Penney and Sephora from Sephora's Beauty & the Blog]
[See Staycations and Groceraunts: Innovation in the Marketplace]
Ask an interior designer to give a 45 minute talk about home trends, serve great food and drink, and prepare a world class handout. Include your company history (see www.blancboutique.com and www.abchome.com for examples), the services and products you offer (the magic words are,"our companies history, experience, and selection save you time & money."), and customer testimonials. Add an offer, "buy the flooring, get a thank you gift." Emphasize that you are a locally based, family owned business.
Remember to market to different ethnic groups, be sure your sales people speak other languages, particularly Spanish. Many ethnic groups are looking to buy the best available quality and family members will pool their monies to enable one family member to make the better purchase.
[See Rethinking the Mall & Uncovering Retail Creativity]
Retail customers are looking for unique and enjoyable retail experiences, look at the success of Anthropologie. Our customers have become more selective about what stores they will visit and more selective about what stores will get their hard earned dollars.
[Read about Bloomingdale's history and the famous international fairs.]
Macy's San Francisco does the Easter Flower Show that is also magical. Some of the begonias have been in each show for over 30 years. Macy's also does the Fashion show in SF and NY that benefits AIDS non-profits. The fashion shows are contracted out and usually sell out 2 shows.
GM had a series of vehicles called the Futureliners that toured the US in the 1930s and 1940s and showcased technology, science, and GM as an innovator. Something like that is needed for consumer goods to build excitement and to create demand.
Best wishes, Arthur
Thank you, Arthur, for sharing these wonderful examples of retail cross-selling ideas.
What other examples have you come across that effectively cross-sell and draw customers into stores?