If you’re looking to move some merchandise and increase
sales, you might want to copy the Top 2 Bottom promotion implemented by the
retail team at Ko Olina Golf Club in Kapolei, Hawaii.
The concept is pretty simple: Customers who purchase two
regularly priced tops (shirts, sweaters or jackets) receive 50 percent off any
regularly priced bottom (shorts, pants or skirts). According to merchandising
manager Susan Ogata, the 30-day promotion increased units sold and gross profit
at Ko Olina without negatively impacting overall profit.
What’s more, the promotion highlighted the club’s overall
bottoms assortment. “While some purchases didn’t qualify for the promotion, we
sold more bottoms during this period than in previous years,” Ogata notes.