Party plan - alternative retail
One of the reasons for Kleeneze’s incredible growth and success is due to the catalogue retail system. Catalogues are delivered to households in the local area, collected 2 days later and orders fulfilled. Absolutely no sales skills are required, and quite literally anyone can do it. However, there are other methods for retailing within the Kleeneze business model which some people use to good effect, as an addition to, or alternative to catalogue dropping.
Retailing to commercial markets is one method. Large repeat orders are often found by talking to hotels, offices and businesses. Another method is a fund-raising partnership with schools and clubs. They distribute catalogues in bulk to their parents/members and in return are given a share of the profits.
Probably the most effective and often overlooked method however is party-plan. While other businesses such as Ann Summers, Tupperware and Virgin Vie use it as their primary business model, in Kleeneze it’s a niche market waiting to be filled. For the right type of person, usually women but not necessarily, it can be a fantastic way not only to retail, but also to sponsor.
The typical party-plan system involves finding hosts; either private individuals or businesses (offices, pubs, clubs etc.) where a party can be held. The host not only provides the venue, but also invites guests. The party planner then arrives, puts on the party and leaves with orders and possibly prospect’s details.
The benefits for the host are usually a discount on any purchases, a gift for hosting the party, and in the case of pubs extra customers. The party planner gets to retail to a number of customers in one go, demonstrating products and handing out catalogues, but also gets to pitch the business. If done well, each party should generate a number of people interested in hosting their own party, or joining the business as a party planner/distributor.
You might be forgiven for thinking that the Kleeneze product range doesn’t lend itself to party plan but you couldn’t be more wrong. Many of the cleaning and ‘helper’ products demo extremely well, and of course there is the Cabouchon Jewellery range which is perfect for parties.
While it’s not for everyone, don’t discount party plan before researching it properly. If done well it can be the cornerstone of a very profitable business.