Recently I read a survey that 67% of consumers polled left or didn’t return to a store because of perceived apathy. Stores seemingly or actually not caring about them as customer.
That got me thinking about the whole customer experience and the importance of the real connection between you the retail owner and your customers. The relationship.
Service quality is your #1 concern it’s part of the whole customer experience. Retail consumers measure you in the market place and against your competition.
In my daily practice as Retail Makeover Coach I’m often asked the question “How does a retailer find out what the customer experience is in their store?”
The best and easiest way is to ask.
Why I want you to do surveys is that it gets you in front of your customer. You get to hear what they think.
So what do you ask your customers?
Here are keys ideas you want to know from your customers:
Where do you live?
How often do they come to this general area to shop?
How often do they come into your store?
Do they shop for themselves or for gifts?
Do they like your store set up?
Is it easy to find things and to move from one place to another?
Do you carry the products they like?
Would they like to see something added to your product mix?
How is your staff? Friendly, knowledgeable, available to help
Store appearance?
How would they rate your customer care?
Product displays?
Overall shopping experience?
Would they recommend your store to friends and family?
Would they like to receive your monthly newsletter?
I believe in regular surveys being done. One a year is a must. You should be able to handle this yourself. Create the form and do the leg work.
Surveys can be administered in many different ways: in store, on line, your monthly newsletter, mailed to your customers home or place of business or by phone. You choose what works best for you. Use a rating system 1-10, 10 being exceptional and 1 very poor.
As a thank you, you may want to give an in-store coupon for $10, it’s a nice gesture and the customer gets to spend the coupon in your store.
So what do you do with the info you get? You react to it and act on it. If after you do the survey you don’t know how to assess what you need to do. Please contact me - It will be my pleasure to help you.
Let me know how you are doing with this. Please sign up for my monthly newsletter.
Your Retail Makeover Coach
Barbara Crowhurst
website : www.barbarcrowhurst.com
email: retailmakeover@sympatico.ca
Wednesday, October 22, 2008
Monday, January 7, 2008
New Year Resolution
It's a very good idea to set New Years Resolutions for all aspects of our lives.
I would like to help you set some goals for your retail business in 2008. Writing goals down as we all know is helpful because they become real as we transfer them from an idea in our mind to paper.
Here are some ideas for you - should any of these be on your list?
new store design,new lighting plan,review your product categories and get rid of bottom feeder,where best to place product in the store,learning the open to thrive system,12 month marketing plan,promotions, staffing,training, firing,customer service,sales targets, POS sytem,accounting,creating the ultimate shopping experience,should I open a new store ,should i close this store,cash flow,selling on line,online marketing,display,increasing sales,controlling your buying,day to day systems,being an effect franchise,retail business plan,hiring a retail makeover consultant,doing a retail survey, fixturing,traffic patterns,retail branding,security,theft,what lines should I carry,what trade shows should I go to, being a better manager, going green,what do I pay myself, how do I afford to pay myself,renewing my lease ,what is my market place , the big box stores are coming can I compete,my customer base who are they? advertising how much should I spend and where should I spend it.
I've just schemed the surface of the many issues that effect retailers today.
Add your resolution, challenge or concern to this blog .
My #1 resolution and goal for you in 2008 is to share with you Retail Makeover Ideas that will help you start paying yourself better or may be for the first time since you have opened your store.
I will address these and many more issues thru out the coming months.
Wishing you and your staff A Happy and Healthy 2008.
Your Retail Makeover Coach
Barbara Crowhurst
retailmakeover@sympatico.ca
I would like to help you set some goals for your retail business in 2008. Writing goals down as we all know is helpful because they become real as we transfer them from an idea in our mind to paper.
Here are some ideas for you - should any of these be on your list?
new store design,new lighting plan,review your product categories and get rid of bottom feeder,where best to place product in the store,learning the open to thrive system,12 month marketing plan,promotions, staffing,training, firing,customer service,sales targets, POS sytem,accounting,creating the ultimate shopping experience,should I open a new store ,should i close this store,cash flow,selling on line,online marketing,display,increasing sales,controlling your buying,day to day systems,being an effect franchise,retail business plan,hiring a retail makeover consultant,doing a retail survey, fixturing,traffic patterns,retail branding,security,theft,what lines should I carry,what trade shows should I go to, being a better manager, going green,what do I pay myself, how do I afford to pay myself,renewing my lease ,what is my market place , the big box stores are coming can I compete,my customer base who are they? advertising how much should I spend and where should I spend it.
I've just schemed the surface of the many issues that effect retailers today.
Add your resolution, challenge or concern to this blog .
My #1 resolution and goal for you in 2008 is to share with you Retail Makeover Ideas that will help you start paying yourself better or may be for the first time since you have opened your store.
I will address these and many more issues thru out the coming months.
Wishing you and your staff A Happy and Healthy 2008.
Your Retail Makeover Coach
Barbara Crowhurst
retailmakeover@sympatico.ca
Monday, November 26, 2007
Maximize Your Sales - Tips to Make your Xmas Sales Targets
It's been a busy few months at Retail Makeover as I've helped many of your get ready for this last Quarter and now it's down to the crunch. One month left to make it or I don't want to think about the other option.
The Key is to step up the shopping experience for your customers.
There are lots of people in your store these days - Searching for that perfect gift. Right?
Those of you who have taken my Retail Selling Course 101 know that I love using suggestive selling techniques. Make sure you show Xmas shopping customers in your store MORE product . Did I say More product. Yes just one More piece of product. In many cases retail sales staff stop showing product way before the customer is finished shopping.
Not use to multi selling or add ons. Try it - it's quiet easy. Plan to show each customer that comes into your store more than one thing.
Remember ask questions. Like - have you got all your stocking stuffer items, have you checked every one off your xmas shopping list , who's left ? -things like that.
At your cash , add on sales are a natural-make sure you have a good selection at attractive price points and make sure your staff at the cash talk about the items with enthusiasm.
Demos are a great way to get the product into your customers hands. Try this one - you'll sell more as well.
Re-energy your staff daily with a quick review of the sales goals from the previous day and give then todays goal. Give them a special incentive to sell more today. What can you come up with ?
Good luck - I'm routing for you.
Please let me know what your challenges and concerns are today.
Barbara
The Key is to step up the shopping experience for your customers.
There are lots of people in your store these days - Searching for that perfect gift. Right?
Those of you who have taken my Retail Selling Course 101 know that I love using suggestive selling techniques. Make sure you show Xmas shopping customers in your store MORE product . Did I say More product. Yes just one More piece of product. In many cases retail sales staff stop showing product way before the customer is finished shopping.
Not use to multi selling or add ons. Try it - it's quiet easy. Plan to show each customer that comes into your store more than one thing.
Remember ask questions. Like - have you got all your stocking stuffer items, have you checked every one off your xmas shopping list , who's left ? -things like that.
At your cash , add on sales are a natural-make sure you have a good selection at attractive price points and make sure your staff at the cash talk about the items with enthusiasm.
Demos are a great way to get the product into your customers hands. Try this one - you'll sell more as well.
Re-energy your staff daily with a quick review of the sales goals from the previous day and give then todays goal. Give them a special incentive to sell more today. What can you come up with ?
Good luck - I'm routing for you.
Please let me know what your challenges and concerns are today.
Barbara
Tuesday, October 23, 2007
When it comes to playing tunes in my store, what are some of your dos and don’ts?
Great question, first I would like you to know that I think playing tunes in your store is very good idea. The music you play can further support your uniqueness and your stores branding so it’s a good thing from that point of view. Music creates a mood, a good mood that influences buying decisions. Research shows that retailers who create a good mood, or ambiance, in their stores with music can count on consumers staying in their stores longer, and because they’re in better moods their feeling better and buying more.
The Do’s
Match the music to the style of store – this is important, so do your homework. I’ve been in beautiful shops were the music selected was wrong for the image of the store.
Make sure you buy a good sound system. Nothing worse than walking in and hearing a poor quality sound system.
Sell the music you play. It makes sense. It’s a great add on sale.
Keep the CD’s near the counter and talk about the music that’s being played as the customer is checking out. Not every one will buy but remember it’s a numbers game.
The Don’t:
There are copyrights around playing radios in commercial and retail spaces. Don’t play the radio.
Don’t copy your retail neighbors – make sure your tunes are different. I’ve worked in very exclusive retail areas were retailers side by each play the same CD. Nuts, I thought I was in the same store.
Don’t want to play it all day, everyday. Decide when your traffic is the heaviest and you need more customers to stay longer and shop.
Don’t use a bad sound system, advice worth repeating
The music is not there for your staff’s amusement. Make sure they understand that and follow your rules when you’re not around
Don’t play the music to loud
Don’t know what type of music to play or sell. Knowing your customer is important, what would they like to hear? Plan to ask them in your next customer service survey.
Final word on this topic:
Something interesting I came across - Retail Researches have concluded that light jazz can bring up sales as much as %16. Is your store right for that type of music? Check it out. It’s definitely worthwhile.
The Do’s
Match the music to the style of store – this is important, so do your homework. I’ve been in beautiful shops were the music selected was wrong for the image of the store.
Make sure you buy a good sound system. Nothing worse than walking in and hearing a poor quality sound system.
Sell the music you play. It makes sense. It’s a great add on sale.
Keep the CD’s near the counter and talk about the music that’s being played as the customer is checking out. Not every one will buy but remember it’s a numbers game.
The Don’t:
There are copyrights around playing radios in commercial and retail spaces. Don’t play the radio.
Don’t copy your retail neighbors – make sure your tunes are different. I’ve worked in very exclusive retail areas were retailers side by each play the same CD. Nuts, I thought I was in the same store.
Don’t want to play it all day, everyday. Decide when your traffic is the heaviest and you need more customers to stay longer and shop.
Don’t use a bad sound system, advice worth repeating
The music is not there for your staff’s amusement. Make sure they understand that and follow your rules when you’re not around
Don’t play the music to loud
Don’t know what type of music to play or sell. Knowing your customer is important, what would they like to hear? Plan to ask them in your next customer service survey.
Final word on this topic:
Something interesting I came across - Retail Researches have concluded that light jazz can bring up sales as much as %16. Is your store right for that type of music? Check it out. It’s definitely worthwhile.
Monday, October 15, 2007
Tips For An Effective Retail Website
Four Key Tips For An Effective Retail Website
Tip 1: The 10 second rule - potential clients should be able to land on your website and make a connection. Grab them with a headline or picture. Keep them reading.
Tip 2: Is your website information easy to understand and is your website easy to use? Do a test - send your website design to several people for feedback before you sign off on the format.
Tip 3: The first page - be very clear here. Is what your saying on this page relevant to the reader? If it's not they are gone.
Tip 4: There are companies such as fabuloussaving.com or constantcontact.com that are taking online marketing by storm. You need to know about them.
Final note to you this week - as your Retail Makeover Coach I'm asking you to get in touch with me. You need my expertise to guide you thru this very important tool in marketing what you do as a ONLINE RETAILER. You can't ignore it any further, you have to get on board; it's like not having a business card.
I've launched my retailmakeover newsletter. Make sure you are on my distribtion list. Contact me at info@barbaracrowhurst.com
Tip 1: The 10 second rule - potential clients should be able to land on your website and make a connection. Grab them with a headline or picture. Keep them reading.
Tip 2: Is your website information easy to understand and is your website easy to use? Do a test - send your website design to several people for feedback before you sign off on the format.
Tip 3: The first page - be very clear here. Is what your saying on this page relevant to the reader? If it's not they are gone.
Tip 4: There are companies such as fabuloussaving.com or constantcontact.com that are taking online marketing by storm. You need to know about them.
Final note to you this week - as your Retail Makeover Coach I'm asking you to get in touch with me. You need my expertise to guide you thru this very important tool in marketing what you do as a ONLINE RETAILER. You can't ignore it any further, you have to get on board; it's like not having a business card.
I've launched my retailmakeover newsletter. Make sure you are on my distribtion list. Contact me at info@barbaracrowhurst.com
Monday, September 24, 2007
Add a wider home decor focus to your product line
It is no accident that so many varied retail operations are adding a wider home focus to their lines of products. Research shows us that this trend is here to stay. The Cocooning Customers wants nothing more than to go to their favourite local retailer and be able to get home décor solutions from one place.
How to change your store so there is a home décor focus:
First, you need to buy into the idea and that it is a sound direction for you to take as a retailer.
Ask yourself:
1. Do you want to use the home decor pieces such as a dinning table, chairs, buffet, chandelier, painting or pictures as decor accent pieces only or sell these items if they are a new product line in your store?
2. Do you use your front display windows to execute this look, your store interior or both?
3. Where will you purchase these key items?
4. What changes do you have to make to your store plan to bring these larger pieces in?
Let’s start with your store plan- if your store is narrow in width, check that your main aisle is 5 feet and then plan to create home décor display groupings on either side of this aisle way. Making grouping by using home furnishings, supports and reflects the natural environment of the product you are selling. If you have lots of room in your store major aisles should be 5 feet wide and minor aisles 3 feet wide. The home décor display areas should be considered as focal points and placed in your store plan in such a way as to draw your customers thru your store from front to back. Remember your back wall is the stage of your store and should have something fabulous happening back there. Put a major home décor display at the back of your store.
Ideas for items to bring into your store to support home décor displays:
Bathroom display- bathtub, sinks, mirrors, table, and shelves
Kitchen display - table, chairs, shelving unit,
Dining room display- table, chairs, chandelier, side board, armour, mirror, painting, pictures
Bedroom display- bed, end tables, dresser, make up table
Remember to do the following when you put your display together:
1. Be on theme
2. Keep your displays in tight groupings
3. Create a strong focal point – this is done by the use of the larger pieces
4. Create visual rhythm in the placement of your components to pull the eye thru the display
5. Repeat items making the message easier to read
6. Keep you display from high at the back to low at the front
7. Create 3 dimensionality by using depth in your display set up
8. Lighting is a very important component to making sure you display is effective – light draws the eye and light makes your focal home décor displays pop out of the there surroundings, use halogen spot or track to do this work for you placing the light source three feet infront of you display.
Some more information on how to put these displays in your store:
Decide were your focal areas are going to be in your store based on how much room they are going to take up. Put the largest pieces in to the area first. Make sure your lighting is appropriate now start putting in your home fashion accessory lines as they support the theme of your display. Don’t have enough surfaces put in trays put a chair on top of the table bring in a shelving unit…
Need more inspiration. Have a look thru current home décor magazines. The visual stories are there for you to interpret.
How to change your store so there is a home décor focus:
First, you need to buy into the idea and that it is a sound direction for you to take as a retailer.
Ask yourself:
1. Do you want to use the home decor pieces such as a dinning table, chairs, buffet, chandelier, painting or pictures as decor accent pieces only or sell these items if they are a new product line in your store?
2. Do you use your front display windows to execute this look, your store interior or both?
3. Where will you purchase these key items?
4. What changes do you have to make to your store plan to bring these larger pieces in?
Let’s start with your store plan- if your store is narrow in width, check that your main aisle is 5 feet and then plan to create home décor display groupings on either side of this aisle way. Making grouping by using home furnishings, supports and reflects the natural environment of the product you are selling. If you have lots of room in your store major aisles should be 5 feet wide and minor aisles 3 feet wide. The home décor display areas should be considered as focal points and placed in your store plan in such a way as to draw your customers thru your store from front to back. Remember your back wall is the stage of your store and should have something fabulous happening back there. Put a major home décor display at the back of your store.
Ideas for items to bring into your store to support home décor displays:
Bathroom display- bathtub, sinks, mirrors, table, and shelves
Kitchen display - table, chairs, shelving unit,
Dining room display- table, chairs, chandelier, side board, armour, mirror, painting, pictures
Bedroom display- bed, end tables, dresser, make up table
Remember to do the following when you put your display together:
1. Be on theme
2. Keep your displays in tight groupings
3. Create a strong focal point – this is done by the use of the larger pieces
4. Create visual rhythm in the placement of your components to pull the eye thru the display
5. Repeat items making the message easier to read
6. Keep you display from high at the back to low at the front
7. Create 3 dimensionality by using depth in your display set up
8. Lighting is a very important component to making sure you display is effective – light draws the eye and light makes your focal home décor displays pop out of the there surroundings, use halogen spot or track to do this work for you placing the light source three feet infront of you display.
Some more information on how to put these displays in your store:
Decide were your focal areas are going to be in your store based on how much room they are going to take up. Put the largest pieces in to the area first. Make sure your lighting is appropriate now start putting in your home fashion accessory lines as they support the theme of your display. Don’t have enough surfaces put in trays put a chair on top of the table bring in a shelving unit…
Need more inspiration. Have a look thru current home décor magazines. The visual stories are there for you to interpret.
Tuesday, September 4, 2007
Getting ready for Fall and Xmas Sales
What’s the maximum number of categories I should carry? And how should I decide what to add and what to drop?
There is no magic number I can share with you. Each retail store is unique.
I’m finding that most retailers don’t have their products organized into categories or accurate sales reports to review. That’s not negotiable that’s a must. There is not enough space in this article to go into listing all the possible category mixes for each business model.
But here is an example:
A Floral Store with these main categories- finished arrangements, fresh cut, candles, home décor, silks, glassware, and spa. Tried plush - didn’t work, personal care a new line just in, is keeping it’s own. Largest percentages of customers are woman with a disposable income, this retailer wanted to add more categories. What I recommended is Jewelry not precious but with a fashion forward look and affordable price points. For the retailer this new category has become a strong enough performer to keep in the store mix.
What I’m also seeing is that retailers are over stocking their stores. This is key because an over crowded store is hard to shop in. Not good. Retailers have a hard time letting go of products that don’t perform. They take the failure personally. Meanwhile money is tied up and the business grinds to a crawl waiting to buy new.
Part of the category mix is being sure who you are as a retailer, what your customers wants are and what your competition is selling. Also, having strong and effective suppliers who know consumer trends and have the product you need.
Review your sales in each category quarterly. That’s enough time to decide strategies on what selling and what’s not.
Drop categories that haven’t performed for you with in a calendar year.
Seasonal categories come in at the beginning of the season and leave at the end. Do not repack product that has not sold. Reduce it get rid of it. It’s costing you money to hold on to it. You will get better at buying or promoting if you see that you always have more on clearance than you sold at full price.
Good luck you have a big job ahead of you.
.
There is no magic number I can share with you. Each retail store is unique.
I’m finding that most retailers don’t have their products organized into categories or accurate sales reports to review. That’s not negotiable that’s a must. There is not enough space in this article to go into listing all the possible category mixes for each business model.
But here is an example:
A Floral Store with these main categories- finished arrangements, fresh cut, candles, home décor, silks, glassware, and spa. Tried plush - didn’t work, personal care a new line just in, is keeping it’s own. Largest percentages of customers are woman with a disposable income, this retailer wanted to add more categories. What I recommended is Jewelry not precious but with a fashion forward look and affordable price points. For the retailer this new category has become a strong enough performer to keep in the store mix.
What I’m also seeing is that retailers are over stocking their stores. This is key because an over crowded store is hard to shop in. Not good. Retailers have a hard time letting go of products that don’t perform. They take the failure personally. Meanwhile money is tied up and the business grinds to a crawl waiting to buy new.
Part of the category mix is being sure who you are as a retailer, what your customers wants are and what your competition is selling. Also, having strong and effective suppliers who know consumer trends and have the product you need.
Review your sales in each category quarterly. That’s enough time to decide strategies on what selling and what’s not.
Drop categories that haven’t performed for you with in a calendar year.
Seasonal categories come in at the beginning of the season and leave at the end. Do not repack product that has not sold. Reduce it get rid of it. It’s costing you money to hold on to it. You will get better at buying or promoting if you see that you always have more on clearance than you sold at full price.
Good luck you have a big job ahead of you.
.
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