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Shooting Industry September 2010 - Page 38
STOP T he way you display new hunting products makes a difference in how they sell. Case in point is Russell Rhodes, president of Neuse Sport Shop in Kingston, N.C. He plays DVDs of new products he wants to highlight on TVs situated next to the products, and has tested the approach. “We had a $50 hunting item that sold very well during the season on a video endcap, and we were really impressed with it,” Rhodes said. “Then, we had an afterChristmas ‘cleanup sale’ and the product went to 30 percent off during that week. As part of the setup, we turned the DVD off. During that time, we didn’t sell a single item at 30 percent off. When we reset the store for traditional business and turned the DVD back on, it started selling again.” Rhodes’ story illustrates a useful tip: Your customers want new hunting products, but if you don’t display them properly — highlight them — they’ll sit on the shelf. But if you showcase the products, they’ll shout, “Buy me!” CUSTOMERS In Their TRACKS By Carolee Anita Boyles Making The Most Of Your Hunting Season Displays Russell Rhodes, of Neuse Sport Shop, has great success using displays with a DVD to highlight products. Endcaps are an excellent spot to showcase new hunting products, as well as tried-and-true, always-sellable items. Game calls, scents, scope covers and flashlights are products that do well on endcaps. “We rotate our endcaps regularly, both with hunting inRemington Model R-15 Hunter Capitalize On Endcaps ventory that’s hot and inventory we need to get rid of,” said Butch McBride, buyer for McBride’s Guns in Austin, Texas. “They’re good real estate for the store, and they’re very profitable.” McBride carries a number of brands that thrive in these endcap locations, such as Birchwood Casey gun-care products, Hallmark dog-training scents, 38 SEPTEMBER 2010 Read SI DIGITAL www.shootingindustry.com