Creedy Commentary

23
Feb

Merchandising Rental Caskets

I like the approach demonstrated in the attached picture.

My friend, David Storke, shows this wicker green burial casket on top of his rental. He tells me that he no longer has any trouble explaining “combustible” caskets to his families, the wicker casket is a great conversation piece (he has sold 2 for “green” burial) and it helps sell the rental casket below it. Note the wicker casket is $1,375 and the rental goes for $1,175.

wicker and rental casket

While we are on the topic: I know that not everyone agrees with rental caskets but if you are going to offer it why not offer 3 at different price points (good, better, best).

4 Responses

  1. In the past, a firm I worked for offered a white-washed oak, with pink interior for women, and the usual fare of a traditional oak for men. Variety, as you note, could only help.
    I’ve often wondered why a solid-bronze casket hasn’t been a more popular offering. It may bode well for everyone.

  2. Howard Beckham

    It is all about positioning and marketing. When I was but a lad working in retail for a large Department Store, we had a display team that set up the stores windows and floor displays to promote featured sale and promotional items.
    The contrast between the wicker and the veneered rental below easily does the same on a more basic level. It answers a dozen questions without a word.
    In a showroom, in a book, or on a computer screen such an illustration makes an excellent point of contrast without a word being spoken.
    I often use a picture of a cardboard alternative container along side a doeskin cremation casket priced a few hundred dollars more. During a cremation arrangement, I simply inform the family that we must select a cremation container to house their loved ones body while awaiting the permits and paperwork and I ask which one would you prefer your loved one to be housed in. Many go with the cardboard but others select the doeskin. Which ever one they select I always complement them on making a good choice. The point is that if I did not present the choice between the two cremation containers, no one would ever go for the upgrade.

  3. Alan, I couldn’t agree with you more.
    I often ask why a home is offering 20 to 25 burial caskets on average, but only one ceremonial casket when cremations are accounting for 48% of a home’s business nationally. In order to provide families choice, homes should offer a proportioned number of metal and wood ceremonial caskets for the cremation families they serve. After all this is a service business and a one size option in my opinion only reinforces that a home doesn’t value the family that chooses cremation. Having spent the majority of my career developing merchandising solutions for some of the largest retailers in the country. I can also attest that a Good, Better, Best Merchandising Solution works. Directors and Home owners need to educate families on what options are available and how a life can be celebrated. In my opinion this is key for a home’s long-term success, that is providing the home can deliver on its promise to provide superior service.

  4. Alan,
    We have had very good response in offering two rentals. A Batesville Cherry for 2495. and the Batesville Poplar at 1950. These two caskets will be 45% of the cremation family picks. We also offer 4 cremation caskets starting at 1495 to 4475. Having these other cremation caskets tell the families that selecting some type of alternative container is normal. We do offer (dont show it in the option room) a view tray for those families electing to cremate before the service. With the selection of the view tray they then will be taken into a chapel for viewing before we can cremate.

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