pre-Christmas sales increase for tvs and furniture - December 2011

Mark Spring December 21, 2011 : 0

I’m proud to say November was a record sales month for dtr, with TVs, furniture and whiteware the standout categories.

We had a 62% furniture sales increase compared to the same period last year, which had a lot to do with how we expanded the range and improved our in-store merchandising during 2011.

TV sales have also continued to prove popular, with 43% more than November last year. I attribute this to a couple of factors. Firstly, the introduction of new technology like 3D and internet TV, and secondly the pending digital switch-over.

I also believe the shrinking prices of TVs has affected the way we as retailers are selling to customers. Price deflation has forced us to become more inventive in our approach, in order to generate the historic levels of contribution from the category. The bundling of aligned products such as gaming helps with this, particularly in the gift giving season.

Whiteware also saw significant growth, with a 32% boost. Again, this has a lot to do with new supplier relationships. The introduction of Fisher & Paykel and Haier has provided our customers with an extensive range of choices, at price points to suit everyone.

Furthermore, an iconic Kiwi brand like F&P certainly helps bring customers in the door as the brand has a great deal of consumer trust.


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