Editor's Note: Have the Best Back-to-School Sales
Expectations for back-to-school season are high. The increase in popularity of categories like ballroom, liturgical and Zumba brought in new customers during the slow season, and those shoppers will stay loyal this fall. In this issue, we offer smart sales and merchandising ideas that will prepare you for larger crowds and make this year more successful than the last.
In order to top last year’s sales, make sure your style selection matches customer demand. This fall, basics remain among the most requested categories, and in “The Barre Necessities” (pg. 16), we’re showing the current must-haves from your favorite manufacturers. Since no style or dancer is the same, fashion editor Kristin Schwab shares tips on fitting the right leotard to each body type.
Another great way to increase back-to-school sales is to focus on one of your other top selling category—pointe shoes. Introduce a pointe shoe loyalty club, and you’ll not only grow your customer base, you’ll have a new way to give back to existing shoppers. Plus, there are other advantages to tracking dancers’ pointe shoe purchases. Learn more in “A Shoe In” (pg. 34).
The more shoes you sell, the higher the demand for tights will be. Make your legwear selection easy to shop with a few tweaks to your current display. In “In Good Form” (pg. 22), we share three tights displays that prevent customers from making a mess of your inventory.
In this issue you’ll also find coverage from the 2011 DRN Expo. See exclusive images from the exhibit hall and a recap of the educational breakout sessions (pg. 20). The education you received at this year’s Expo will help make back-to-school season a success.
What are you doing in your store to build back-to-school sales? Tell us what shopping incentives or merchandising plans you plan to implement this year. E-mail firstname.lastname@example.org.