PERSPECTIVES

Isn’t The Contrast Unprecedented?

We’re familiar with a middle-aged woman who recently applied for a sales job at a local “dress shop.” She’s a very pleasant person with an above-average family lifestyle. She sure didn’t need the income.

• When she was asked what prompted her to seek employment at that shop, she quickly said, “Oh, that’s the happiest place I know!”

Another woman we know prides herself on going to her favorite supermarket almost every day. She wouldn’t have to; she wants to. Why?

• “The nice produce lady helped me pick out the best melon. And, behind the meat counter, ‘my friend’ found the perfect lean ground beef that had just come in. And, my favorite checker always calls me by my name. I’m going back tomorrow.”

Maybe you don’t agree with us, but we think that we’re all going through a period of uncertainty, worry, sadness and concerns that seem to put a damper on much of normal pleasantries.

This gloom is getting old and those who can are seeking places where they’ll find smiles. And independent retailers specialize in smiles! 😊

Let’s take a break from the drama of the business and economic news, and its uncontrollables. It's time to put the fun back into retailing!

Remembering that "Retail IS detail," focus on attracting and appealing to your very best customers.

And we have the (free!) tools to make all this happen. But be ready: surprises and new insights will emerge. 

• First, check out this article on The ROI site: Rating Your Store From a Shopper's Perspective. See the 25 "retail is detail" items that do matter to shoppers, from Accessibility to Windows (and yes, Bathrooms really do matter.)

Retailers Are The Perfect Folks For This Job

Guess what. Your shoppers would love to know you better!

We hear it over and over. "Good business citizenship" matters to shoppers. Especially for retailers, who are quasi-public figures in their communities. (AND in a goldfish bowl.)

Customers vote with their feet, their wallets, and their hearts, and increasingly choose those retailers who "do the right thing", whether it's how they source product, hire and pay employees, reduce environmental impacts, etc.

There are things that independent retailers do day in and day out, without perhaps even realizing how special they are! 

Most retailers we know are "aw shucks" type people. It's charming, but, especially in today's world, your leadership can be a competitive edge! So, why keep it a secret? 

Many of you are using social media to promote sales events, new product arrivals, etc. Why stop there?

Social media – and your website – is the perfect place to share examples of the values that drive your business. And face it; those values may be too scarce today. They need to be featured! 

According to the calendar, as of March 21, it officially is springtime. No matter what the weather is doing.

Well, it's time to bring the calendar to real life! Spring is really a state of mind! The dark winter has passed. Even the rain is warmer in the spring. And new growth is beginning to sprout; leaves are coming out. It's a wonderful, fresh outlook.

And that of course means it is a wonderful opportunity for retailers to refresh and reenergize their stores. 

No matter what merchandise you sell - whether it's tires, apparel, books, housewares, office supplies, whatever - every retailer is in the fashion business.

And that means that your customers are wanting what is new and fresh.You know; "in fashion."

Just One Week Until Valentine's Day!

• No special discount coupon.
• No "bounce back" offers ("come back by such-and-such-a-date to save $$$.")
• No "sign up for our Insider's Club."
• No "We want to know what you think about your most recent visit."
• No expectation of them doing anything more for you!
• No obligation.

There's a very important annual job for you, the owner, and all of your senior staff. It's vital, and it involves your presence.

The pressures are mounting on your stores, and in particular, your front line staff. 

• Noticed all the "help wanted" signs in stores, coffee shops, restaurants? It's not just you; lots of (other) businesses are having a tough time with finding and keeping good help. 
  
  In fact, a nearby McDonald's posted a notice on its front door acknowledging that they were understaffed due to no-shows, and encouraging (imploring?) customers to be considerate to the people behind the counter who are there to serve them.
   
•  Meanwhile, the deadlines for online orders to arrive before Christmas are fast approaching. This will lead to a surge in in-store shoppers. And more demands on your front-line staff.

Except for the lingering sugar high, Halloween is soon to be behind us. Retailers know what that means: on to the Holiday Season!

Of course, for most retailers that brings a major focus on sales. 

But, savvy retailers are focused especially on the targeted ending inventory on December 31. Those retailers are carefully watching sales reports, and are poised for action. 

• Each week, they identify "What's not selling yet?" And they do something about it! Move it around on the floor? Display it differently? Pair it with merchandise that IS selling? Lots of choices.