Just the ticket
Your customer has been browsing happily in the comfort of your store for 10 minutes, and they’ve spotted a couple of items they might want to buy. But then they put them back on the rack, and leave. Why?
“They probably don’t know the price,” says Chris Graham, product manager for the Do-It marketing delivery platform. “No ticket, no sale.”
Speaking at the Spring Gift Fair in Auckland last year, visual merchandiser Nicolle Aston identified hand-written tickets – or no tickets at all – as a key aggravator when it comes to getting a sale across the line. “Put a price on every product,” Aston says. “Customers need that information to make purchasing decisions and become really annoyed without it.”
Professional, accurate, well-appointed signage should be a given in modern retail environments, yet so many stores are still relying on hand written posters, and hastily scribbled tickets to advertise sales and special offers, or replace an original printed version that has been lost. The Ticket-It system, part of the Do-It suite of retail marketing solutions, aims to make these problems a thing of the past.
“Right now, the way many retailers work is that they ask a designer to lay out their tickets when they are needed, then they print them and – if they’re a chain – distribute them via courier or post,” says Graham.
This can take several days and introduces cost, waste and inconsistencies.
“What happens if you are sent 200 credit-card-sized tickets when actually, you need 150 of those plus 30 A3s? What happens if you are sent just the right amount of tickets and then you lose some?”
The Ticket-It system uses a set template for a customer so that tickets can be created at head office and then emailed to each store so they can print what they need. They’re consistent, professional and replicable.
Graham notes that one of their clients, Countdown, is a good example of where Ticket-It has introduced efficiencies. Before using Ticket-It, Countdown’s spreadsheet took two days to manually convert into tickets for the shelves.
“We set them up on Ticket-It and reduced the time it took to create and send the tickets from two days to 20 seconds,” says Graham. “It also means that stores only print what they need, can easily replace lost tickets and all the tickets look the same.”
"Ticketing is a pain point for a lot of retailers," says Gina Brugh, project manager for Ticket-It. "But it should be a simple task. Ticket-It gives retailers that opportunity".
Brugh has over 20 years experience on the front line of retail and has spent a lot of time dealing with tickets. "It's essential for customer conversion," she says.
While there are products on the market already, they can be quite big and complicated. The Ticket-It team wanted to design a solution that was much simpler, a solution they would want to use themselves.
"We've all been there. We wanted software that ticked all the boxes. Ticket-It has been designed by retailers for retailers".
The system is capable of producing RRP tickets, but quick price changes and specials seem to be its most popular calling.
"Our clients are loving using it for promotions due to the speed and flexibility of it," says Brugh. "Produce stores, like Farro Fresh, use it for produce that may regularly change price - fresh fruit for example".
With costs starting from $50 per month, small retailers can now create templates and print out uniform tickets across all their stores using Ticket-It, meaning there really is no excuse for scruffy, inconsistent or non-existent tickets in store.