Let's talk Easter. It's almost here; frankly, too many shops leave money on the table during this peak trading period. It's a shame if you look at the splurge forecast's potential for Easter this year. Potential doesn't pay the bills. Making the most of Easter isn't about luck; it's about smart, decisive action based on facts, not guesswork. Do something to capture your share of the Easter spend!

The Easter Spending Reality: Know the Numbers, Then Act

Before we talk about strategy, could we clarify the fact? The Australian Retailers Association (ARA) and Roy Morgan have laid out the landscape for Easter 2025.

"According to data from the ARA and Roy Morgan, 6.2 million Australians are planning to use the Easter break for DIY projects around the home. Nationwide spending for this sector is projected to increase 27 per cent year-on-year to $6.7 billion."

While shoppers might be watching their wallets overall, they plan to spend. Your job is to align your shop with where the money is going.

Everyone is talking about the fact that Easter goods will be dearer in 2025 than last year. We can't do anything about it, but please be ready to answer people if it comes up. I doubt it will be hard to explain as they know about this problem unless they live under a rock.

Figures show that, on average, shoppers will have to spend about 9.5% more on their Easter chocolates than on Easter 2024. Interestingly, Darrell Lea, the brand of many of my customers in the market, has no price from what I could see.

Common Easter Retailing Mistakes (And How You'll Avoid Them)

Based on my experience working with countless retailers, here are the critical errors I see businesses make year after year during Easter. Avoid these, and you're already ahead of the pack.

Mistake 1: Ignoring the Data & using gut feel

Too many retailers rely on gut feelings and/or memory without checking the facts. That's just lazy. Do some research, particularly on food and chocolates. Your stocking decisions must reflect this reality.

Action

Dive into your Point of Sale (POS) system. Run reports like "Top Selling Items" or "Sales by Category" for last year's Easter period (use the two weeks leading up to Easter Sunday). See what is sold in your shop! Don't guess, but know!

Action

Use this data and the 2025 spending forecasts to place your orders. Look at proven sellers in the key categories (treats, DIY). Don't forget small items like themed decorations, small gifts and greeting cards. Put them where they will be noticed.

Mistake 2: Being Invisible

Potential customers will walk past your shop if people cannot see your Easter product. For Easter, they need an immediate, compelling reason to enter. Weak window signage or your generic display won't cut it. You must grab attention and scream to the world, "Easter products here!"

Action

Use bold, clear signage in windows and throughout the store. Announce your Easter specials, highlight key product categories (Easter treats, DIY supplies), and make your unique selling points obvious.

Mistake 3: Running Uninspired Promotions

Slapping a simple "10% off" sign-up is unimaginative and often erodes your margin. Customers are bombarded with discounts; yours must be more innovative and engaging to drive sales and increase basket size.

Action

Create an Easter Bundle.

Most of you have a loyalty program; use it!

Mistake 5: Flying Blind Without Your POS Data

It loops back to Mistake 1 above, but it deserves its point because it's fundamental. Your POS system isn't just for taking payments; it's your business intelligence hub. Failing to use its reporting tools before and during a peak period like Easter is like driving blindfolded.

Action: Deeply analyse last year's Easter sales data before ordering.

Need some ideas

See what worked last year in your shop

Go to Register reports.

Now pick "Top N Stock Sales for a Given Period."

Put in,, say,, two weeks before Easter 2024, and check them out

As these items worked for you then, they should work for you again this year.

Now look at:

-Top-selling products overall.

-Best-performing categories.

-Sales trends day-by-day (when did the rush start?)

-Average transaction value (can promotions lift this?).

Your Easter Success is 100% you.

Let's be blunt: Easter presents a significant opportunity. Whether you capture your fair share depends on preparation and execution.

Good luck, and make this Easter your most profitable yet.

Easter is a great day to shop in retail as the holiday season is short, but sales can be impressive.

Written by:

Bernard Zimmermann is the founding director at POS Solutions, a leading point-of-sale system company with 45 years of industry experience. He consults to various organisations, from small businesses to large retailers and government institutions. Bernard is passionate about helping companies optimise their operations through innovative POS technology and enabling seamless customer experiences through effective software solutions.

Loyalty programs are the most popular type of program today. They have successfully fostered customer retention and driven sales. What it is trying to overcome is that unless a person buys regularly from you, it takes time for them to accumulate enough loyalty points to make it worthwhile to use them. This allows people to purchase points that can be used now. It boosts sales as it functions much like a gift card.

What Does It Mean to Sell Loyalty Points?

Selling loyalty points allows customers to purchase points instead of earning them through spending. The points can be redeemed now. For example, a customer might use points as a discount to buy more points. Many large brands, such as airlines, Hilton, and Starbucks, successfully employ this strategy. With proper planning, it could work for you, too.

Key Mechanics of Point Purchases

Similar to gift cards, which many of you now sell, customers pay upfront for points that they can redeem later. Think of it as a top-up.

This approach would be convenient in industries where people visit infrequently.

Advantages of Selling Loyalty Points

Enhanced Revenue Streams

Selling loyalty points provides immediate cash flow.

Improved Customer Experience

Customers gain control over their loyalty journey. With its accelerated progress, it can be used immediately.

Competitive Differentiation

Offering point purchases sets you apart from competitors still using traditional programs.

Valuable Behavioural Insights

As the points go to the actual buyer, a gift card goes to the buyer, making it harder to track what your customers want. This is a big plus as you can utilise the reports in the VIP section, so allowing better customer tracking.

Implementing such a system

Define Your Pricing Model

In this image above

$300 gives the customer $330

$500 gives $565

$1,000 gives them $1,150

I think it's too much, and I would suggest something like

$25 gives them $25

$50 gives them $52

$100 gives them $104

$250 gives them $255

The reason $25 gives them nothing better is that you do not want to encourage people to buy these points just to get a discount. Additionally, as is typical in such schemes, large purchases often result in a slightly worse deal than the $100.

Integrate with Your POS System

With our modern POS system, you can simplify point sales by:

1. Automate point issuance upon purchase
2. Syncing inventory with redemption options
3. Tracking customer purchase/redemption patterns

There is no reason why you cannot experiment with offers like “Double Point Days,” which many retailers use.

Communicate Clearly

1. Use in-store signage to explain how it works. No point in having it if no one knows bout it.
2. I could see how someone like a barber could use it to send out targeted offers like “Need 50 more points for a free haircut? Buy them now and save $15!”
3. Train the staff to explain the program’s value during checkout.

Written by:

Bernard Zimmermann is the founding director at POS Solutions, a leading point-of-sale system company with 45 years of industry experience. He consults to various organisations, from small businesses to large retailers and government institutions. Bernard is passionate about helping companies optimise their operations through innovative POS technology and enabling seamless customer experiences through effective software solutions.

As Australia's number one newsagency software provider, I believe we found while recently updating our marketing list that we were shocked to discover how many Australian newsagents hadn't claimed their free Google Business Profile (GBP). Out of an estimated 3,000 newsagencies nationwide, we estimate that less than half have one. That is a horrible statistic.

Now, I have spoken about this many times.

This gap represents a significant missed opportunity for most newsagents, considering the sheer volume of online newsagent searches to find their location, almost all by customers looking to purchase something from a newsagency.

Although the figure is not released by Google, looking at our SEO package, it estimates that Australians perform over 55,000 searches every month for "newsagent near me" and "newsagency near me". As I stated, most of these searches customers use to direct them to a newsagency to buy something. Yet, approximately 1,500 newsagents are missing out as their potential customers will never find their business. What these customers will see are other newsagents. 

Why go to all the trouble of making your shop the best if no customers come?

What Is a Google Business Profile?

A Google Business Profile is a free tool that puts your newsagency on Google Search and Maps. It displays essentials like your location, hours and phone number.

Why It's a Game-Changer for Newsagents

Boosted Visibility

Show up at the top when someone searches for a newsagent nearby. Look at the image above.

Trust Factor

A polished profile with photos and reviews makes customers more likely to choose you.

Local SEO Edge

Climb higher in local search rankings with a well-managed profile.

Smart Insights

Access data on how customers find and interact with your listing.

It is free and low-effort. You can set it up in under 30 minutes.

Turning Losses Into Gains or The Real Cost of Inaction

If you do not have one, with 55,300 monthly searches for newsagents and only half of them visible online, each newsagency gets around 40 monthly searches on average.

Now consider this.

Lost Revenue Impact

No Google Business Profile means missed foot traffic. Say an average sale is $25. If half of those people were coming to buy, that is, 20 customers a month, they should have picked up. In dollars, that would be $500 a month; those newsagents have lost $6,000/year plus possibly much repeat business from those 20 people.

How to Set Up Your Google Business Profile in 5 Simple Steps

Claim Your Spot

Head to Google Business Profile

1. Search for your business.
2. If not, create a new listing.
3. If it is there, check that you have claimed it; if not, claim it.

Add Your Details

Enter your business name, address, phone number, and hours.

Pick categories like "Newsagent" or "Lottery" to match customers' searches.

Show Off with Photos

Use your smart camera to take a few clear shots of your storefront and products. Add them to your profile; this is important as profiles with photos get 42% more direction requests.

Stay Active

At least once a quarter, go into your profile and update it.

Claim Your $6,000: How You Can Win with Google Profiles

With 55,000 monthly searches up for grabs and half of Australia's newsagents missing out, the time to act is now.

Claim Your Profile Today, its free!

Loyalty programs are a fantastic way for SMB retailers to boost customer sales. You'll need to let your customers know their value. Adding a charitable giving component to your loyalty program would work well. It will appeal to socially conscious customers and provide instant gratification a key element in any loyalty program.

Here, we will discuss crafting a loyalty program that drives sales.

The key metric used here for this loyalty program is 5 points for every dollar spent in the shop, $1.50 off for every 100 points, or $10 off for every 500 points. The customer can instantly convert any number of points to your nominated charity at $10 for every 500 points, so it says they have 12 points. So you will donate 12/500 x $10 = 24 cents. Remember, you are getting the tax deduction here. Plus, donations are non-refundable.

Now, your nominated charity must be a strictly non-political charity that no one would complain about, e.g. the Heart Foundation.

Setting the Stage, the message

These messages introduce your loyalty program and ensure customers understand its benefits while highlighting any charitable options.

Your message should grab attention and clearly explain how your loyalty program works, including any charity options.

Subject line: Big News! [Your Store Name] Rewards are Here!

Body: We're thrilled to introduce our new loyalty program designed to reward you, our valued customer! Earn 5 points for every $1 you spend and DOUBLE points on selected items. Redeem points for discounts: 100 points = $1.50 off 500 points = $10 off! Or donate your points to [Heart Foundation] instantly! Join now and enjoy exclusive perks, savings, and the chance to make a difference. [Sign up today →]"

Part of the sign-up is their email address. Remember, you can send emails for nothing.

Why It Works

• Combines excitement with precise program details.
• The charity options upfront, appealing to socially conscious people.
• You need a strong call-to-action (CTA) to encourage immediate sign-ups.

Welcome Email: Make a Great First Impression

Once someone joins your program, follow up with a warm welcome email that makes them feel appreciated and highlights personal rewards and donation opportunities.

Subject Line: Welcome to [Your Store Name] Rewards!
Body: Thank you for joining our loyalty program! You'll earn 5 points for every $1 spent as a member. Would you prefer to give back? Transform your points for [Heart Foundation] instantly! Redeem your points for fantastic rewards now: You get $1.50 off for every 100 points or $10 off for every 500 points!

Why It Works

• Personalised tone strengthens connection with customers.
• Introduces donation mechanics clearly and early.

Social Impact Strategy: Loyalty Programs That Give Back

I confess it's not the reason why my company donates to charity, but I certainly let people know about it.

Adding charitable giving options to your loyalty program drives customer engagement and builds goodwill for your business. Here's how to position this effectively in your emails:

Why instant Charity Options work.

Customers who buy from you irregularly will think they will never get enough points, so they do not bother; now, they know they get something if they buy. Many customers like businesses to support social causes. A study showed Australian consumers are more likely to buy from companies that support charities.

Incorporating charity into your loyalty program can enhance emotional connections with customers and encourage contributions by showing the direct impact of their actions on others.

Email Example: Promote Charitable Giving

Subject Line: We Make a Difference with Your Points
Body: Your rewards can do more than save you money—they can save lives! Donating your points to [Heart Foundation] at checkout. Together, we can fund lifesaving research and support those in need."

Highlight the impact with progress bars: *"Thanks to members like you, we've donated $2,340 to the Heart Foundation → Goal: $5,000!

Do not forget to celebrate a goal. For instance:

"We hit our goal! Thanks to you, we raised $5,000 for the Heart Foundation."

Keeping Customers Interested

Once customers are in your program, you need to send emails so they remember you. You can also keep them engaged with enticing offers to encourage repeat purchases.

Lotto is great for this as it has regular super draws. Also, do not forget holidays. For example, it was just Valentine's Day; you could have sent out an email stating that you have great gifts for Valentine's Day and maybe added a note of double points on these gifts.

Limited-Time Offers with a Social Twist

Time-sensitive promotions combined with charity appeals are highly effective at driving action.

Subject Line: Double Points + Double Donations This Week Only!
Body: Earn DOUBLE points on selected items this week AND double the impact of your donations —this week only!"

Relationship Builders

Every email nurtures long-term relationships

Final Thoughts

A well-designed loyalty strategy can transform an occasional shoppers into loyal customers. Use clear communication Urgency-driven offers Personalised touches

Include the current donation amount and milestone.

Yesterday, I attended the Global Virtual MarTech Summit 2024. What I like about this summit is that the speakers, who are all very experienced, use retail marketing technology. Although these tend to be from the high end of town, they are relevant to SMB retailers regarding how modern businesses approach customer engagement and technology integration.

Balancing Technology and Personal Connection

It's ridiculous to do what some people do: buy an advanced computer to humanise their business.

Everyone agreed that although technology has advanced dramatically, it cannot yet replace the human element. Building personal connections with customers fosters trust and loyalty, essential for long-term success. Customers are more likely to return to businesses where they feel an individual bond.

Making Data Work for Your Business

Technology needs solid, integrated data. The speakers highlighted the problems with information being scattered over many different systems. A shop is better off with one integrated POS System to make technology work.

Listening to Your Customers

Everyone felt that you have to listen to your customers. They noted that most of what people say about your business doesn't come to or from you. They felt you needed Social media and Google search to fill this gap. It can provide a wealth of information about your customers' thoughts about your brands and products. Reading these conversations can offer valuable feedback and early warning signs. For instance, if you notice people on X(Twitter) saying, "I stopped buying XYZ because..." something is wrong.

Emerging Technologies for Marketing

There wasn't a clear consensus on the best marketing tools; everyone seemed to use something different. Of the free AI, Google Gemini was broadly the favourite. I was unsurprised about this, as our tests showed Google Gemini was narrowly the best for retail here.

We found that this platform combines search and performance advertising capabilities, offering businesses a powerful tool for more effectively reaching their target audiences.

Predictive Analysis for Future Insights

Predictive analysis is a hot technology in retail. Here, you use technology to help you see what is likely to happen so you can make plans.

Now, I would like to finish up on how you can use it as today, this is the buzzword. If you want to know where the action is in retail technology, I strongly urge you to work through it.

I used Google AI here to help a newsagent forecast trends and make informed strategic decisions. You'll need to create an account to use it.

Have a read of a sample conversation I made for a scenario of a newsagency in a small strip centre.

If you go through it, you will get the idea.

If I were continuing, I would do it by selecting a topic and asking questions on each topic, a sample of the continuing conversation might be:

Adapting the Business Model

Since retail-focused shops are replacing traditional news agencies, how can I embrace and develop revenue streams for gifts, toys, and stationery?

What kind of gifts should I look at to substantially grow my gift revenue?

Should I stock a few lines with more gifts in each, or should I have more lines with fewer gifts in each?

I am thinking of phone cases; what are some pitfalls here?

What extra products should I consider to add revenue to my business?

Customer Engagement and Service

How can the newsagency actively engage with greeting cards to boost sales?

Financial and Operational Efficiency

What can I do to cut costs to save money?

Location Specific

How will the presence of a Woolworths supermarket affect my business?

What opportunities exist with nearby offices and gyms?

etc. etc., I would be going for a few hours.

Getting Started with such predictive analysis

To begin integrating AI into your marketing strategy, follow these steps:

Define Clear Objectives

Identify what you want to achieve, such as more customers or profit. Do not worry; you will have plenty to think about.

Use your information

The more, the better.

Do it a few times

I always say it's not hard on your third attempt.

Conclusion and Next Steps

I hope you understand what people are looking for in technology. What is clear is that retail is evolving. With changing customer expectations, rising competition, and the need for efficiency, SMB retailers must adapt to thrive.

It is said that "Strong people can break, intelligent people can overthink, beauty in people fades, but adaptability will go forward."

(Friendly Advice for Non-Tech Business Owners)

In 2025, it's clear that Facebook's recent changes have made it more difficult for you to reach your customers for free. Before, businesses could easily connect with their customers without any cost. While it's still possible, it's not as easy as it once was. Facebook increasingly encourages businesses to pay for advertising to reach their audience.

Also, it got better and more complex, so now it might feel tricky, but it's still a good tool for local shops wanting to connect with their customers. Let's walk through some changes and how you can make it work for your business—no fancy tech skills needed.

Why Your Shop Needs Facebook (Even Now)

Every local business should keep its Facebook page updated. Think of it like your digital shop window - people expect to find you there. If they look, they should find you; if Facebook sees that they want to find you, it will push you.

What if your potential customers look for you and find your competitors?

What your Facebook page shows is:

You're open and active

Customers check Facebook before visiting

Answering questions quickly

Facebook likes that as do your customers and potential customers.

• A thumbs-up emoji
• All you need is a short, friendly message
• Answers to any questions, if you do not know the answer, tell them you are investigating. -Talk like a local.

Sharing what's new

Could you take a picture of what is new or your weekly special? If, for example, you have a lotto, there is no reason why you cannot post something new once a week. Someone won big in the shop; there is a good draw, your opening times, etc.

Free Tactics That Work

Post When People Are Browsing

If you share when folks are looking, Facebook shows your posts to more people.

11 AM-1 PM

Perfect for lunch break shoppers
Please don't post after 6 PM - your post gets lost overnight.

Videos Get Seen More

You don't need fancy equipment. Try these easy ideas:

• Film a 20-second video of new stock arrivals
• Record staff explaining a product's features
• Share customer testimonials on camera (This is excellent stuff in retail)
• Top products. Why not set up a free product showcase? People like to buy stuff that their peers are buying.
• Go to your page's "Shop" tab
• Snap photos of your top 5 products
• Add simple descriptions

Events

St Valentine's Day, do you sell cards, toys for pets, perfume? Snap a few of them and put them up. Cards inside and out as many people really care about the words.

Save Time With These Simple Tricks

Batch Your Posts

Pick a quiet morning to:

1. Write 3-4 post captions
2. Take photos of your products
3. Schedule them using Facebook's free tool

Check What's Working

Visit your Dashboard weekly to see what your readers like and want to see:

• Which posts got the most comments
• When your followers are online
• How many people clicked your photos

Your No-Stress Action Plan

Here is a step-by-step plan to try.

-Ask your customers to give you likes on Facebook.

Now, you can go to your top-selling report and pick your top five selling items by quantity. Take pictures of them. I discussed how to do this here.

• Add these top five products to your Facebook Shop
• Make a few Facebook posts showing these items.

Conclusion

Consistency matters more than perfection. If you wait for perfection, you will do nothing. You can always make it better later. Start small.

A single sapling becomes a forest through daily growth, not instantaneous majesty.

Facebook requires more effort than before, but it's still worth it.

Receipt Marketing: A Powerful Tool to Boost Your Business

A crumpled receipt at the bottom of a shopping bag is one of retail’s most powerful marketing tools. About 92% of Australian consumers check receipts before recycling them, and forward-thinking retailers are transforming this afterthought into a strategic advantage. Receipt marketing is a low-cost, effective marketing technique. It involves adding promotional messages to the point-of-sale (POS) receipts businesses issue after a sale. This article will explore how receipt advertising works, highlight its features, and share ways to turn everyday receipts into powerful marketing tools that can strengthen your business strategy.

Reasons for larger receipts

Small businesses often do small receipts as it is cheaper to print a small receipt than a larger one, but you notice that majors tend to use large receipts. Could you take a look at a supermarket receipt today? They have done their figures. If you'd like something to think about this, you can check out this video.

While small receipts are financially savvy, more significant receipts offer many advantages. 

What Are Its Advantages for Business?

Receipt promotion is a low-cost method businesses can use to increase sales. Special offers are added to the receipts given to clients after the sale.

Receipts promoting offers businesses a few advantages, including:

> A savvy method for contacting the people who buy from you.
> Receipt messages are a minimal expense item.
> Be very flexible with the message, which can urge your customers to return and make extra purchases.
> Offering customised offers and advancements to your customers.
> An easy method for building your shop by adding your shop details.

No matter what the size of your business, receipt promoting offers a financially cheap method for drawing customers.

Ideas for utilising receipt messages

Coupons

People are searching for cash savings, so put an exciting offer on the POS receipt. 
> Try to make it engaging.
> Keep the offer straightforward. A modern consumer will not sit down and try to figure out what you are trying to say. A helpful tip here is to ask a kid about ten years old to read it and tell you what you want to say.
> Make it simple 
> Make the offer real. You have an opportunity to sell; the last thing you want is for the customer to think it's ridiculous. I can assure you the customer will remember that.
> Put a cutoff date on the offer. It creates a need for your customers to move soon.
It may end a common legal problem when an offer is valid. 
> Try to make the offer something that drives more sales to the business. Some items have excellent added sales value. 

Marketing season

There are times of the year when people buy unique goods. You can use your receipt to let your customer know you are in this market, too.

Customer feedback

You can use the receipt to get customer feedback, but I will discuss this in another post as you need special equipment.

Thank you message

Thanking customers can be an easy way to foster business loyalty. Showing appreciation may make customers more likely to buy from your business.

Could you consider saying something like this?

"We appreciate your support for our small local business! Your patronage means a lot to us, and we are grateful for customers like you who help keep us going. We look forward to serving you again soon and wish you all the best!"

Creating Your Receipt Advertisements.

You should work out your message first by following this rule.

The 7-3-1 Rule

Today, receipt marketing thrives on simplicity.

7-Day Maximum Validity  

Change your message every week; there is no point in sending the same message unless it is particularly good. 

If you are going to add a special offer, make it only available for a week. For example, "$5 OFF your next purchase. Valid 7 days from this transaction."  

3-Sentence Maximum Copy  

Shoppers today scan and don’t read. The message is three sentences tops.

One Call-to-Action  

Do not confuse people too much; it should have only one call to action. 

Once you have worked out your message,, you can just go to the main menu and select the Cash Register section.
Choose Register Setup.

After that, select the Receipt option (see the green arrow below) from the menu. 

Now there are many other options available, which we will discuss later.

In this section, you'll see that we've done much work recently.

The first option we'll discuss is adding an image to the receipt's top. You'll often use this feature to put your logo on the top of the receipt, but only some use this function.

The next choice is to include an image at the bottom of the receipt. In this instance, the illustration is a Valentine's Day advertisement. The file came from the supplier. 

The last option is the one that is used the most. You can quickly add advertisements to the receipt here. Use this to promote your range of products, items on sale, and/or marketing seasons.

The receipt below illustrates such an advertisement. It promotes the store's extensive inventory of inkjet cartridges.

Conclusion

> Receipt showcasing is a minimal expense. A viable showcasing procedure that gives reasons for a customer to come back.
> Bigger receipts offer many benefits that little receipts can't.
> Receipt messages promoting offer advantages, including connecting with clients.
> Thoughts for receipt messages incorporate coupons. Make the offer genuine, put an end date, promote marketing seasons, thank your customers, and get criticism.

Psychological marketing techniques have transformed modern retail, with giants like Starbucks leading the way in implementing these strategies. I listened to a talk about them here. So, let's explore five evidence-backed psychological marketing tactics they use that demonstrate measurable ROI in retail settings.

Let's examine five evidence-backed psychological marketing strategies demonstrating measurable ROI for Starbucks.

The Decoy Effect

The decoy effect works by offering the customer three options. When presented with three choices, most people gravitate toward the middle. So, say you have two items, a cheap and costly product. Now, if you add a super expensive item, many people will tend to the middle, so they will buy the costly item because it does not look so expensive. The super costly item has increased the sales of the costly item.

This psychological principle drives significant revenue for businesses like Starbucks.

Bundling and Promotions

Could you make bundles with a base product and additional items? Many people who want the base product will often buy more with a bundle.

The whole is more appealing than the items individually; your items appear more attractive when presented in a bundle.

Consider bundling good-selling items and bad-selling items together. It's a great way to get rid of unsellable stock.

Charm Pricing

Charm pricing involves setting prices just below a round number (e.g., $3.99 instead of $4.00). This tactic makes products seem more affordable and can drive faster purchasing decisions as people see it as $3 rather than $4.

Making it 95 cents rather than 99 cents works better in many retail settings, as it creates a perception of better value. It is also easier in Australia to handle cash, as we have a five-cent but not a-cent piece.

Although it was not mentioned in the talk. Many Chinese people live in Australia. To Chinese people, 8 is a lucky number, so if someone wants to experiment with, say, 3.88, please let me know how it goes.

The Cashless Effect

Removing dollar signs from prices can also increase spending by making the transaction feel less significant. For example, you should not write $24.95 on a price but 24.95; you do not want to push a $ sign at people.

People also tend to buy more with cashless payments. Although it costs more to process cashless payments, people tend to buy more if the sale is cashless.

Building Emotional Connections with Customers

Creating emotional customer connections is vital for building loyalty and driving repeat business. Starbucks, for example, always asks for your name for each order.

Offer customised loyalty programs and personalised recommendations based on customers' interests or past purchases. Your POS System has a free CRM; why not use it?

Conclusion

These five psychological marketing strategies have significantly enhanced customer engagement and shop sales.

Update: 

Although this talk did not mention it, what Starbucks does is a tactic. 

Scarcity

Starbucks offers limited-time offers, like the Pumpkin Spice Latte, for a short time. Customers rush to try exclusive drinks before they disappear.

Running a gift in your shop can be rewarding, but success hinges on understanding the financials and implementing effective strategies. Let's explore how you can boost your shop's profitability.

Location: The Foundation of Your Success

Before diving into operational strategies, it's crucial to recognise the impact of location on gifts. Gift shops in high-tourism areas often perform better due to increased foot traffic and demand for souvenirs. When looking at your location, consider:

• Proximity to tourist attractions
• Local demographic trends
• Competition in the area
• Potential foot traffic

Of course, a prime location will significantly boost your sales potential and create higher profits.

Expanding Your Gift Shop with cloths

Although not gifts, adding clothing can significantly boost your profits and attract a broader customer base. The average Australian spends about $200 a month on clothin. We are some of the top spenders on clothes in the world.

When selecting clothes for your shop, consider whether your items appeal to tourists. T-shirts with local designs or slogans work. If you are in a coastal area, look at beach cover-ups.

Jackets, hats, etc are good as you do not need a changing room.

You'll want to stock a variety of sizes to cater to different body types, so remember to adjust your inventory based on the time of year and local climate.

Consider related items, such as hats, beanies, etc.

When pricing your clothing items, aim for a markup between 2.2 and 2.5 times the cost price. It will give you a decent profit margin while being competitive. Consider offering bundle deals to encourage multiple purchases, which can increase your average transaction value.

Effective display and merchandising can significantly impact your clothing sales by creating visual interest in your shop. Grouping complementary items can encourage add-on purchases, boosting your overall sales. It's important to rotate your displays regularly to keep the shop looking fresh and exciting, enticing repeat customers to see what's new.

Phone cases

Phone Cases

Australians buy a phone on average once every four years, which is about 9 million a year. Since new phones are different sizes, almost everyone buying one needs a new case. Since cases are replaced more frequently than phones, it is reasonable to estimate that tens of millions of phone cases are sold annually in Australia.

They do not take up much room, but they do need a stand, which must be organised by type, e.g., iPhone, Samsung, and other brands.

Then, you need to sort them by model; ensure you have the latest with a range of rugged, slim, leather, or eco-friendly cases.

Look at your price points. You need to offer budget-friendly and premium options to accommodate different customer preferences.

To sell them, though, you need some product knowledge.

Understanding Gift Profit Margins

One point that I have noticed is that those who do well in gifts are people who grasp the key financial metrics and know and monitor your numbers:

Gross Profit Margin

Gifts typically achieve a gross profit margin of 40% to 51% in a successful shop.

Net Profit Margin

You need to check your expenses, as the net margin is 12% to 22% for those shops that sell gifts; the additional costs are more than the cost of the goods.

Essential Financial Metrics for Gift Success

Understanding your financials is crucial, so studying your profit and loss (P&L) statement is worth studying. Consider it your business compass as it shows the critical metrics about your expenses. Pay close attention to these key percentages:

• Cost of goods sold (COGS): Typically 48% to 56% of revenue for gift shops
• Rent: Can range from 6% to 20% of turnover
• Wages: A significant expense that needs careful management. To sell gifts, you often need staff who know the product.

Keys to Success in the Gift Shop Business

Now that we understand the profit potential let's explore the key strategies that will help you achieve and exceed these industry benchmarks.

1. Grow Your Sales

While cost-cutting can improve margins, in my experience, it's not a path to success; sustainable success comes from growing sales. Consider these strategies:

• Create a unique product stand with relevant gifts together.
• Make the stand inviting.
• It needs to be somewhere your customers can see it
• Plan your inventory around peak holiday seasons to maximise sales

2. Price Strategically

Retail pricing is often recommended with a markup strategy of 2.5 times the cost price. This allows for a healthy gross margin while remaining competitive. However, I suggest walking into a few competitors nearby and getting a feel for their price points. See what they are getting. It will tell you what people in your area will pay.

3. Improve Efficiency

Enhance your shop's efficiency to control costs and improve customer experience:

• Streamline inventory management
• Optimise shop layout for easy restocking and customer flow
• Invest in a reliable point-of-sale (POS) system for faster transactions and better inventory tracking

4. Analyse Your Product Mix

Regularly review your product performance:

• Identify high-margin items driving profitability
• Recognise popular products that attract customers
• Discontinue or discount underperforming items.
• As a rule, you need about 10 new products constantly.

Advanced Strategies for Revenue Growth

To take your gift shop to the next level, consider these advanced tactics:

1. Develop an e-commerce presence to reach customers beyond your local area
2. Implement a customer loyalty program to encourage repeat business
3. If relevant, look at unique, locally-made products

Success lies in working smarter and making informed decisions based on your business data and market trends.