KIZER & BENDER's Retail Adventures

50 Ideas to Increase Store Sales!

2013-06-02T12:13:00.001-05:00

It’s a busy retail world out there – every competitor wishes they had more customers. Actually, they wish they had YOUR customers. Keep competitors at bay and thrilling your customers with these easy-to-implement, customer-pleasing, traffic-building, sales-increasing ideas!

One the Sales Floor …

1. The customer’s first 10 seconds inside the store sets the tone for their entire shopping trip. What kind of first impression does your give? Check it daily.

2. Hang a bulletin board near your Decompression Zone (the first 5 – 15’ inside your front door). Post a store map, a list of this week’s sale items, Bag Stuffers, class calendar, special events, and other important information. In time, customers will stop at the bulletin board first to see what’s going on in the store.

3. Place Speed Bumps – small tabletop displays of product just beyond your Decompression Zone. Make these displays irresistible and easy to shop: customers are far more likely to buy if they are encouraged to pick up the product.

4. The Americans with Disabilities Act requires store aisles to be a minimum of 3.6’. Could a wheelchair bound customer easily maneuver your aisles? Can two customers comfortably shop in the same aisle?

5. Set your end features to sell! End features are meant to display promotional items; not to house everyday, basic merchandise. You need to plan what will go on your end features, so assign each one a number, and make a list of product each end feature will house each month. Take this calendar with you to trade shows and look for merchandise specials specifically for your end features.

6. Studies show that customers will spend 25% more in dollars, and up to 15 minutes longer in the store when they shop with a cart. Even if your store is tiny you can still offer customers a shopping cart. Visit BigBasketCo.com and check out their Basket Carts – they’re no wider that a typical shopping basket, but they sure help sell product.

7. Do not house shopping carts and/or baskets in the Decompression Zone because customers will walk right by them. Instead place them just past the DZ and in key locations throughout the store. Instruct associates to get a cart or basket for customers’ carrying product – once their hands are full they tend to stop shopping.

8. Implement a signing program. Signs serve a purpose – they act as silent sales people, helping customers until a real person is available to help. And unless handwritten signing is part of your store décor, don’t do it. Professional sign making software is available from a variety of suppliers, including InsigniaSystems, Inc.

Check Out the Checkouts

9. The wall directly behind your checkout counter is major selling space! Use it to display new items, hot buys, and impulse product.

10. Policy signing must be professionally done. Nuke the “No! No! No’s!” Write your policy signing in a positive voice: “We gladly accept returns and exchanges within _________ days. Your receipt guarantees it.”

11. Increase sales at the checkout with impulse item displays – your female customers can’t resist them!

12. Instruct associates not to hang out behind the checkout counter unless they are helping a customer. And when they are assigned the job of cashier, have them work on a project in-between customers.

13. Save the sale! Keep a stash of items that customers frequently forget at each checkout counter. Then when a shopper says, “I forgot to get __________. I’ll get it next time.”, the cashier can reach under the counter and hand the customer that item. Cashiers can be your best add-on sales associates!

Store Operations

14. Make sure that your store is open when your customers need to shop. This means before and after work, nights, and Sundays.

15. Decide how you want the telephone to be answered, and then let every associate know that’s the plan. The phone must be answered within three rings, customers are “connected” not “transferred”, customers are asked before being placed on-hold, and no one stays on-hold longer than 45 seconds.

16. Cross merchandise whenever and wherever possible. Visit SouthernImperial.com for J-hooks, clip strips, power panels, and other inexpensive fixtures designed to help you sell more product.

17. Assign Category Captains. Their job includes making sure the shelves are full, the shelf space is optimized to avoid out of stocks, and that top sellers have been given enough facings.

18. Control your back stock. Make sure the product you are about to order is not already in your back room.

19. Create a Never Out Item List. Category Captains can check this list daily, and re-order product necessary.

20. Every item on your sales floor must be assigned a “home” that is identified with a bin ticket. If you do not use bin tickets your stock will not be organized and product could end up in several different places.

21. Ditch the dogs! Add a “sell by” date to price tags and bin tickets and markdown as necessary. Move product with special sales, grab bags, store-created kits, and “Last Chance” clearance dump displays.

Your “Things to Do” List

22. Do our 360 Degree Pass-By™ every, single day. Begin at the front door and walk the entire store – every aisle, nook, cranny, restroom, and service area. Note things that need to be attended to before the store opens for the day.

23. Are your windows set to sell? Window displays need to be refreshed as necessary and set to a new theme on a monthly basis.

24. Each morning create a Store Opening Checklist that outlines tasks that must be completed by the day crew.

25. Each afternoon create out a Store Closing Checklist. These are the things the closing team must accomplish before they leave for the night.

26. Set a daily sales quota for each person working that day. If it’s not written down, it’s not a goal. Your people will perform better if they know what’s expected of them.

27. Make time each day to quietly observe your customers. This daily exercise will help you come up with new ways to amp up the customer experience.

28. Host one MAJOR in-store event and two – three MINOR in-store events each month. Major events fill the store with shoppers; minor events limit the amount of participants. Think demos and classes.

Your Team

29. Hold a New Hire Orientation for each new associate. Let them know what’s expected and give them an assignment they can easily accomplish on the first day – this will boost their on the job self-esteem.

30. Implement our “7-Tile Rule™": Each time and associate comes within seven floor tiles – that’s seven feet – of a customer they must acknowledge that customer.

31. Don’t react to customer questions. Respond. When you react you tend to give a short, unfocused answer. But when you respond to a customer, you look them in the eye and really engage them in conversation.

32. Associates must also do a daily 360 Degree Pass-By. They need to know the products they sell, and where they are located in the store. Associates must also memorize the prices and locations of key items.

33. Unless the customer looks like they need help ASAP, never ask, “May I help you?” Talk about the customer’s kids, the weather, or local news – the best opening lines have nothing to do with the store. Schmooze a little before you talk about product.

34. Have associates carry product you don’t what customers to miss (or that you just can’t seem to move). After a little schmoose time, the associate can talk with the customer about the item.

35. Encourage every associate to practice add-on selling – the goal is to sell the primary item, plus additional merchandise. Ethically adding on to the sale actually strengthens customer relationships because it saves them time and money. If they forget a key item, and have to come back, they aren’t going to be very happy about it.

36. Do a monthly add-on selling exercise. Hold up an item and ask associates to shout out complementary they could add on to the original item. If they can’t come up with a complementary add-on they can always suggest a sale or value-priced item.

37. Each month ask associates to write three things they could do to exceed customer expectations. Implement their suggestions.

38. Reward associates when they do a good job. Programs like “Associate of the Month” and “Super Star of the Week” are great motivators IF they are well run. Have associates nominate one another and vote for the winner.

39. Be flexible with scheduling. According to a recent survey, 61% of working women would leave their current jobs if they were offered more flexible hours elsewhere.

40. Offer on-going education. Hold monthly in-store training classes, keep a library of books and DVDS, and ask vendors what they have available to help train your team.

41. Two words: Dress code. Every associate should be properly dressed to meet your customers. Even when you provide garments you still must be very specific about what is acceptable to wear to work and what is not.

Build a buzz about town

42. Pick an e-mail marketing company and send out monthly e-mail blasts. Send your blasts on the same day each month and customers will look forward to receiving them. We like EmailContact.com because it offers lots of templates, it’s easy to use, and live help is always available. Add a “Forward to Your Friend” link to every promotional and marketing e-mail message you send to customers.

43. Use social medias, like Facebook, Pinterest, Instagram, and Twitter, to your advantage. Remember its SOCIAL media, a conversation, so answer as many friend/fan/follower comments as you can. If all you do is sell, sell, sell you won’t have friends, fans or followers for very long. And don’t abandon your account – once you sign up commit at least 30 minutes a day to updates.

44. Create a weekly Bag Stuffer and hand one to every single shopper. DO NOT pre-stuff them in your bags – they never get read if you do that! Some weeks use your Bag Stuffers to advertise specific product or events, other times create a monthly calendar that’s loaded with in-store goings-on.

45. Make a list of all the services and conveniences you provide and build a “Brag Sheet”. Print it on the back of your weekly Bag Stuffer, add it to your website and e-mail blasts. You can also turn it into a big sign to hang near the checkout counter. Soon you’ll begin to hear, “I didn’t know you did that!”

46. Watch QVC and HSN and the infomercials on television. Each time they feature a product that you sell, hang "Same As Seen on TV!" signs over that product in your store.

47. Make your own “radio” advertising campaign. Play it over the intercom system and it use it as your telephone on-hold message.

48. Contact local medias and pitch stories about your store, product lines, services, in-store events and promotions, charity events, your people, trips to trade shows, and more. 80 percent of the stories in local medias come from a press release, so send one for each legitimately newsworthy thing you do in your store.

49. Contact your trade associations and ask to put on their Reporter Referral List. Who knows? You just might end up on national TV!

50. Collect customer testimonials and add them to your e-mail blasts, newsletters, website, and other marketing materials. Customer quotes are also great additions to your in-store signing program. A customer testimonial is 10 – 20 times more powerful than what you have to say about yourself!

Send us an e-mail and put “50 Things” in the subject line. We’ll send you the forms mentioned in this article, plus additional customizable templates and employee motivational tools to help you stimulate store sales!

Why you need to walk your sales floor every, single day

2013-05-21T15:31:00.000-05:00

We took this photo today, Tuesday, May 21, 2013, nine days after Mother's Day. It's easy to get involved in other projects and miss the little things that are happening on your sales floor. This is why you, and every one of your team, need to do our 360 Degree Pass-By each and every day. Here's how:

Begin at the front door and walk each aisle, looking for things that need to be fixed before you open for business. These areas include:

Survey the Parking Lot: Is the parking lot easily accessible? Are store associates cars parked in the best spaces? Is it clean and brightly lit?

Size Up the Store Front: Does your store front require paint or repair? Is there clutter to be cleaned up or exterior displays to be reorganized? Can customers easily see your store front sign? Are all the bulbs in working order? Are your windows clean and free of old signs? Do the window displays need to be attention?

Access the Decompression Zone: The Decompression Zone is the 5’ to 15’ just inside the front door of the store. Its purpose is to slow down rushed and distracted customers so they can concentrate on shopping. Is your DZ uncluttered, inviting and easy to navigate?

Work Your Speed Bumps: Do your Speed Bump displays – small tables or fixtures of hot product placed just beyond the Decompression Zone – need to be fluffed or re-stocked? Work your Speed Bumps – they sell product!

Look Right! Power Wall Ahead: Your main Power Wall is located just inside your store and to the right. This is a premium location that is highly visible and heavily shopped; it should be used to merchandise hot product stories, new items, and high demand items. Are your Power Wall displays set to sell? Do they need to be re-stocked or re-merchandised?

Review Your In-store Signing: Does your signing reflect the style and personality of the store? Can customers easily read them? Is there old sale or product signing that needs to be removed? Are there signs with cutesy references to breakage and unwatched children present or other offensive signing that needs to be removed?

Check Out the Checkout Counter: Is there enough room on the counter for a customer to comfortably complete the transaction? Are there impulse items displayed at the checkout to encourage add-on sales? Is there an interesting display behind the checkout counter that will keep customers thinking about product? Is your policy and procedure signing customer friendly? Do you have enough of this week’s Bag Stuffers to make it through the day?

Walk the Aisles: Is there product spilling over into the aisles? Are there stack or dump displays blocking the main aisles? Can customers easily maneuver a shopping cart, wheel chair or stroller down the aisles? Can two carts easily pass one another throughout the store?

Survey Your Merchandise Presentation: Are your displays fresh? Do they encourage customers to stop and look, and entice them to buy? Are there open peg hooks or empty spots on the shelves that need to be restocked? Is the product “faced” (brought to the front of the shelf or hook)? Are there bin tickets missing?

If you do the 360 Degree Pass-By each day, you will soon become attuned to things that are out of place or need your immediate attention. And shoppers will never see signs that are old and out of date.

360 Degree Pass-By™ is a trademark of KIZER & BENDER Speaking!

5 things you can do right now to keep customers close!

2013-05-03T14:36:00.000-05:00

1. Become a 1%-er. Vow to be just one percent better each day and you will be amazed at what you can accomplish! That little one percent more will help you look at your store with fresh eyes, seeing opportunity where you’ve never seen it before. Your customers will notice – and so will your competition. Being a 1%-er requires focus and commitment.

2. Keep Your Eye On the Big Picture. Always keep one eye on the BIG picture – long range goals for you store. You need short term goals as well, but understand that to keep the future bright, you have to make future plans. Part of this planning involves keeping track of retail trends, keeping notebooks of things you’d like to do, floor moves you’d like to make, lines you’d like to sell, etc. When vendors visit your store, spend quality time with them, taking full advantage of his or her knowledge.

If you don’t have time to set goals or work on the big picture ask your team for help. When you turn over some of the day-to-day tasks to your associates, you’ll find extra time in your day. Don’t be afraid to delegate! Remember this African proverb: “How do you eat an elephant? One bite at a time.” The same goes for the goals you set. You can easily accomplish your goals by breaking them down into smaller, more manageable, easy-to-do steps. Plan your work, and then work your plan.

2. Know that the Customer’s Definition is the Only One that Counts. Every retailer has an opinion of their customer service and it’s usually better than what their customers think. But when it comes to service, the customer’s definition is the only one that counts.

Don’t assume you know what your customers are thinking. If they’re not happy they probably won’t tell you, they’ll just quietly go someplace to buy what you sell. If you don’t know how your guests define great service then you’re going to have to ask.

One day a month, station yourself near the front door and conduct Exit Interviews. Introduce yourself and ask customers if they found everything they were looking for. Ask about their in-store experience and their interaction with store associates. Ask if there are any classes or events they’d like to attend or product they wish you carried.

When a customer tells you something good, write it down! Use their positive quotes in social media posts, ads, bag stuffers, in-store signing, and on your website. A customer testimonial is instant credibility because it’s 10 – 20 times more believable than what you have to say about yourself.

3. Ask our “BIG Question”. Ask customers, “What ONE thing could we do to ___________________? You fill in the blank. You might ask, “What ONE thing could we do to improve our customer service?” or “What ONE service could we add that would make it more convenient for you to shop here?” or “What ONE product line would you like us to carry?” Because the customer has to put thought into their answer, you will hear constructive things that you will be able to implement. And don’t be surprised if several customers tell you a variation on the same theme – that’s a good thing! If it’s positive then you have one more thing to brag about, and if it’s negative, then you know just what to fix.

4. Do one more thing. Before the customer leaves the store, before you hang up the telephone, before you hit send on that e-mail, do one more thing. Invite the customer to follow you on Facebook, Twitter, and Pinterest. Ask if they'd like to receive your newsletter, e-mail blasts, and be a part of your loyalty club. Do or suggest anything that will keep that customer close to your store.

5. Let Your Lions Roar! Are your store associates all reading from the same page in the same book that you are reading from? Each one brings a unique talent to your store, but you have to let them use it. Get them hyper-involved in store operations. We’ve seen hundreds of great “associate ownership” examples where store programs, operations, promotions, merchandising and more have been turned over to associates. When looked upon as more than a body who can fog a mirror or ring a register, these associates have demonstrated an ability to perform tasks, introduce profit-producing ideas, and encourage others to work with customers in ways that would make any retailer proud.

You know why this works? Letting your lions – your associates – roar works because they know that you believe enough in them to let them try. If they fail, talk about what could have been done differently and then they move on. A trust, no, a sense of ownership overtakes the associate and they continually strive to do more for the store.

Global Shop 2013

2013-04-18T15:39:00.001-05:00

This week we made our annual trek to GlobalShop, the world's largest annual event for retail design and shopper marketing. Global Shop's show floor featured the largest, most comprehensive array of store fixture companies and in-store solutions -- it's the place to be if you are opening a new store, planning a remodel, or just looking for ideas and inspirations. Here are a few of our favorites:

Global Shop attendees were greeted by the Tensator Virtual Assistant, the next generation of digital signing. There were Virtual Assistant's were all over the show floor. Click to watch it in action at the grand opening of Duane Reade's flagship store in NYC.

It didn't take long before we ran into friends. Here we are with Mark and Tom from Thomas Kindade Galleries. Wait until you see the new Thomas Kindade Galleries stores. Beautiful!

National Print Group's booth was truly amazing, there wasn't a detail they overlooked. Once we got past how cool the booth was, we were able to concentrate on all the amazing products and services NPG has to offer. Every single surface, from the flooring to the big top overhead, was printed by NPG.
Take a moment and browse its online gallery. And then get excited because NPG can print one sign or millions -- great news for indie retailers! We're looking forward to touring the NPG facilities when we visit Las Vegas in May.

NPG's Robb Weinstock sent us over to see some of NPG's work in action. This is a sample of the "Hi-Traffic Graphic" by G-Floor Graphic. It's printable flooring, a fully repositionable floor graphic that floats over your existing floor. And it's affordable -- imagine what you could do with a Hi-Traffic Graphic in your store's decompression zone, power aisle, or any other area you want to highlight. There are plenty of ideas on the G-Floor website.

Here's another example of what G-Floor Graphic can do to jazz up your store.

Dekra-Lite featured holiday decor products, like the ones pictured below; everything you need to decorate stores of all sizes. Dekra-Lite sells by the piece and does custom design. The company even offers Signature Collections -- pre-designed collections that make to easy to develop colors and display themes. Click to view its Design Gallery.

This beaded light curtain would be a welcome display addition all year round.

We love an over-sized prop!

We're thinking a giant Chandelier Sphere would look great high above your sales floor.

And in our office entrance.

Lavi Industries, experts in stanchions, signage, electronic queuing, in-line merchandising, and other crowd control and queue management solutions, featured the latest in store check-outs. If you've been to a Best Buy, Old Navy or Sephora store lately then you have seen a similar set-up in action. These check-out systems are built to encourage impulse purchases -- customers continue to shop while waiting on line to pay. Smart!

CNL Mannequins booth was a showstopper. This wasn't a booth, it was an experience. It was everything we say a visit to a store should be: the displays were outstanding and encouraged us to buy; the associates were dressed in black tie; guests were served champagne in goblets from silver trays. The icing on the display cake was when the owner of the company, who also happens to be an amazing opera singer, burst into song. He is accompanied by a golden mannequin and a player piano. Why just have a booth, when you can have a booth?

Direct Source Packaging showed just how important your store's bag is to the overall shopping experience -- it's a walking billboard for your store. Visit their website for products and ideas to strengthen your brand.

This wall is meant to feature shopping bags, but it inspired us to come up with new ideas for in-store displays.

Shop and Roll baskets on wheels by Shop and Roll USA are the latest trend in shopping baskets. Michaels is using Shop and Roll in its new stores and urban locations.

It's a absolute fact that customers buy more when they shop hands-free. The sign in the photo below shows the latest Neilsen poll: Shop and Roll baskets increased sales by 18%. You can learn more on Shop and Roll USA's website.

Shop and Roll baskets come in various sizes and colors and are customization with your name and logo. The 34 liter baskets run about $20.00 each.

Shop and Roll baskets also come in an environmentally friendly version, made from recycled products. This version comes only in black and runs about $17.00 per basket.

Global Shop is the place to be in the retail design industry. Here's Georganne with her good friend Lee Carpenter, CEO of Interbrand Design Forum. Lee was instrumental in shaping George's love of store design and visual merchandising.

Does Your Store Put Shoppers to Sleep?

2013-04-16T14:15:00.002-05:00

Some stores are sooooo boring; others offer an over-the-top shopping experience that makes every competitor pale by comparison. How's your store doing? Release your Crackle! and start to thrill shoppers again!

Click to join Georganne & Rich in an empty new space that's just full of potential. The question is: will it live up to that potential or put shoppers to sleep?

Here's more on How to Increase Your Crackle Factor!

The Lost Art of Answering the Telephone

2013-04-08T10:50:00.001-05:00

How's your telephone etiquette? Better question: When did you last think about how your business telephone is answered? People who pick up the phone to call you are looking for something, that means they are strong potential customers. How you answer the telephone can either mean money in your pocket or customers who simply hang up and call one of your competitors.

Then there are the experts who spend millions of dollars each year studying how people communicate without saying a word. When face-to-face, we pick up 55% of our cues from body language, 38% from tone of voice, and just 7% from the actual spoken words. But over the telephone, those statistics go right out the window. On the telephone, 86% of a caller's cues come directly from the answering person's tone of voice, and just 14% are picked up from the words he or she chooses to use. Over the telephone, callers make an impression of a business in just four to six seconds – they can tell exactly which mood the associate answering is in, because it comes through loud and clear in the associate's tone of voice, and the associate probably doesn't even realize what he or she is revealing.

The perceptions customers take away from a phone call to your store become their reality. For this piece, we decided to do an informal survey of our own, so we called 50 craft industry retailers, suppliers, manufacturers, and service providers just to see how they answered the telephone. Some did a great job, but far too many left us wishing we'd called someplace else. We coupled what we found with what customers have told us they like and dislike about doing business over the phone. No matter what business you are in, these guidelines will help make sure your customer service over the telephone as great is as it is face-to-face.

1. Answer the telephone within three rings.

The telephone in one of the stores we called rang 16 times before someone answered it. The owner is lucky that we weren't real customers. Then again, if this is how the telephone is always answered, we doubt that he cares.

Most telephone answering machines and voice mail systems are programmed to answer the phone within three rings, making this the standard acceptable time in which to answer the phone. If you don't answer within three rings, customers are likely to think that your business is understaffed, or worse, out of business.

You might be thinking, "Yes, but what do I do if I am alone and I am waiting on another customer who took the time to come in?" Good question. Try this: Ask the customer's permission to answer the phone. Say, "Would you mind if I answered the telephone?" How the customer responds will tell you what to do next. If the customer says it's okay, then take the call. You can ask the caller if she would like to hold for a few moments while you finish with a customer, or you can offer to call back within a specified amount of time. If the customer says no, then let your voice mail take the call. Your voice mail message must be current, upbeat, and pleasant. It must also reassure the customer that they will get a call back within a specified time frame.

A word to the wise about voice mail: Voice mail is a tool to help you manage your business. If you are one of those people who use voice mail to duck calls, you are not fooling anyone. We all know what you're doing, and we don't like it.

And if you have voice mail answer your main line during business hours, then you'd better be sure that the caller can by-pass the greeting and the menu options to get to a live person. Too much time pressing buttons without being connected to where you want to go is called "Voice Mail Jail" and it leaves customers with a bad impression of your business.

2. Know what you are going to say before you answer the telephone.

Do you have a standard greeting that everyone must use when answering the telephone? Does everyone know and use it? If you have associates who answer the phone in their individual offices, then they need a standardized greeting as well.

Speaking clearly and slowly, you need to greet the caller, give your name, and ask the caller how you can help. Here's a good example: "Good afternoon. Thank you for calling Kizer & Bender Speaking! This is Kathleen. How may I help you?" Or "This is Kathleen at Kizer and Bender Speaking! How may I help you today?"

Rich is well known for how he answers the telephone. In fact, people often call our office just to hear him answer the phone. His enthusiastically delivered standard greeting is: "It's a great day at Kizer and Bender Speaking! This is Rich. How may I help you?"

Rich's enthusiasm is important because customers can "hear" whatever mood he's in. The lesson here is to take a deep breath – and SMILE – before you answer the phone. Callers can tell when you are smiling because it changes your voice. If you are often curt when you answer the phone, then you might want to hang a mirror near your telephone. The the-phone-is-driving-me-nuts look on your face will be the visual you need to remind you to smile.

You might also want to do spot checks when you are away from your business. We had an office assistant once who was wonderful around us, but not so nice when we were out of the office. We discovered this by following our own advice. We called several times over a three-day period and, at best, our assistant was less than helpful, at worst, she was outright rude. She was also replaced.

Caller ID can be a helpful tool, but it can also get you into trouble. We were up against a big deadline one morning and the phone was ringing off the hook. Three times in a row the Caller ID read "unknown" and each of the three times it was a telemarketer who hung up on us. The fourth time the phone rang the Caller ID also read "unknown." Assuming it was another telemarketer, Georganne didn't answer with her normal enthusiasm. Big mistake. The call was from a long-time client who fortunately laughed when George explained why she answered the way she did. Nowadays we try to forget we even have Caller ID.

3. Place a caller on hold with finesse.

Don't you hate it when you call a company, only to hear "Thank you for calling. Please hold," and being placed on hold before you can get a word in edgewise? Your goal should be to avoid placing callers on hold, but when you have to, always, always, always ask their permission first. Say, "Good afternoon, thank you for calling Kizer and Bender Speaking! This is Kathleen. May I place you on hold for a moment?" Then wait for the caller to respond.

If the caller says yes, then you may place the call on hold, but you must get back to the caller within 60 seconds. This is important because 60 seconds feels more like five minutes to the customer on hold. If the caller says no, ask if you can take a name and telephone number and call them back within an agreed upon time frame.

There will also be times when you must place a caller on hold to look for merchandise or to find the answer to a question. You should give the caller a choice here, too. Say, "This will take a few minutes. Would you like to hold or would you prefer I take your name and number and give you a call back?"

Another thing to consider is what the caller is listening to while on hold. According to Ear Glue, a company specializing in messages and music on hold, 85% of on-hold callers will wait if there is a message on-hold; but 70% will hang up if there are no on-hold messages; and among those who hang up, 34% will not call back.

4. Efficiently connect callers to the right person or department.

There will be times when you are unable to help the customer and you will need to connect them to the right person. Notice that we said "connect" and not "transfer." Customers who are "transferred" frequently feel like they are being passed off. They also complain that having to tell their story to more than one person is just a waste of time. And the word "connect" just sounds a whole lot friendlier than the word "transfer."

Say you need to connect the caller with the shipping department. In this case you would say, "To get the information that will answer your question, I will need to connect you with the shipping department. Would that be all right?"

Then make sure that someone is there in the shipping department to take the call. When the shipping department answers, be sure to introduce the caller, and explain the reason for the telephone call. Stay on the line for a moment to be sure that the caller is being helped.

5. How to tell a caller that a person is not available.

It's not enough to tell a caller that a person is not available. Here the words you choose create a perception in the caller's mind. Remember that office assistant of ours? She was fond of telling callers that Georganne was "out getting her monthly dye job." Who knows what she said about Rich?

When a person is not available, it is perfectly acceptable to politely say, "She is out of the store/office at the moment. May I take a message for her?" If the person has voice mail you can also offer to connect the caller the person's voice mail box.

6. The fine art of taking a message.

This one is easy. When taking a message always ask for the caller’s name, telephone number, and reason for the telephone call. You will also want to include the date and time of day the call came in. Before ending the call, repeat the caller's name and verify that you have spelled it correctly. Also repeat the caller's telephone number to make sure that you have not inadvertently transposed any numbers.

Office supply stores have a variety of telephone message books that you can buy. Ours makes a carbon copy of each message so we always have a permanent record of each call. This book also helps us keep track of potential clients.

7. How to politely end the call.

When you sense the conversation is over, repeat what you promised to do, and ask the caller if there is anything else you can help them with. Wish them a nice day, thank them for calling, and always let the caller hang up first. Immediately write down any important information you'll need to complete the caller's request.

E-mail us and we will send you our "Rate Your Company's Telephone Skills" quiz. Have everyone in your company take it individually, then make it the topic of your next staff meeting. You work hard to make sure every aspect of your customer service is top drawer, so make sure that telephone etiquette is part of your ongoing customer service training.

Remember, the way you handle potential customers on the telephone leaves the door open – or closed – to future business.

April 3 is Webinar Wednesday!

2013-03-20T17:00:00.001-05:00

Join us on April 3, 2013 for the webinar

"The Inside Secrets Of Charisma Retailers™"

What makes one store great and another just a place to buy stuff? Easy. The store owner makes the difference. You can be one of many Commodity Retailers who merely survive, making no effort to do much more than what you’re supposed to do. Or you can be a Charisma Retailer™ and thrive on creating unique, one-of-a-kind experiences that thrill your customers and keep them coming back for more.

Any retailer can be a Commodity Retailer or a Charisma Retailer™ – it’s a choice that’s yours to make, but it’s better to have Charisma! Charisma Retailers™ live in the present while keeping one eye on the future. They know that the special things they do for customers today, will be the expected things of tomorrow. And they know that competition isn’t going to ease up, so they need to rise above it.

Through photos and stories and intimate details, KIZER & BENDER will share the secrets of charismatic superstars. So, if you’re prepared to embrace programs that no competitor can knock off; if you’re willing to do whatever it takes to make YOUR store special, unique, and unforgettable; and if you’re ready to shine, shine, shine then join KIZER & BENDER and learn what it takes to unleash your inner Charisma!

This webinar is open to both members and non-members! Pricing: $15 for members and $25 for non-members. (Members see bundle packages for special discounts.) For more information, please contact CHA Education at education@craftandhobby.org Members click here to register: http://bit.ly/10jKsYd

25 Great Event Ideas from Independent Creative Retailers

2013-03-15T16:35:00.000-05:00

How’s your In-store Events and Promotions Calendar looking these days? You do have one, don’t you? You need to run one MAJOR and two to three MINOR in-store events and/or promotions each and every month of the year.

A well done in-store event does more than just sell product, it attracts customers because there’s something different and unique and fun going on at your store. Events generate so much more than short term excitement, they create a lasting impression, and – this is important – an emotional connection with customers. This connection alone gives customers a reason to return. Short on ideas? Here are 25 events from creative retailers you can use in your own store:

1. “World’s Greatest Shopping Night”. Choose one night a week to stay open two hours late. Offer hot cider, cookies, and free gift wrapping.

2. School Fundraiser Night. Designate a specific day/night when customers can come in and shop. If they mention that specific school, you’ll donate 20% of the net proceeds to the school.

3. “Shop Hop”. From Wednesday through Sunday, each participating store offers make & takes and giveaways (often acquired through sales reps). The customers enjoy the camaraderie of other shoppers on the “hop”, and participating store owners enjoyed four times their usual sales, and finding new customers.

4. Home school classes. Offer a home school class once a month, for ages 6 and up. If you get the kids’ attention, you get Mom & Dad’s attention, and that can lead to sales.

5. “Pamper Yourself” Day. Invite a local massage therapist to come in for short neck massages. Offer an altered/art journal class for customers to document their New Year’s Resolutions. Demo a specific line of new products.

6. “Wild & Wacky Wednesdays”. Determine your lowest sales/traffic day and do a promotion that will encourage people to come in. One retailer started sending out email blasts on her slowest sales day, and invited customers to come in for “Wild Wacky Wednesdays”. She began by offering a quick make & take project and a tasty treat. Now customers look forward to Wednesdays where they might eat watermelon while making a card.

7. Monthly Scrapper’s Challenge. Create kits incorporating slow-moving product, and charge $5 for the kit. Participants must create a project using some of everything in the kit. They submit the projects to the store, and peer judging/voting lasts for two weeks. Winner receives a prize (product, store credit, a free class, etc.).

8. Mothers’ Day Out program. Do this two Fridays a month from 10:00 AM until 1:00 PM. The first 1½-hour is a class; the 2nd 1½ hour is a crop. Offer a 10% discount on items purchased that day.

9. Scrap & Stamp Sessions. If your store suffers from low class attendance, offer a “Scrap & Stamp” session twice a month. One retailer described a technique-based, drop-in card-making series that she holds two Sundays a month. Customers can learn a new technique and make one card for $2.00.

10. Classroom page kits. Make up page kits for classroom use (include an in-store coupon!) for school teachers can use the kits in their classrooms. The kids take the coupons home to their parents.

11. “The Boss Is Gone” Sale. Whenever you go to a trade show or on vacation, send out an e-mail blast from the staff proclaiming the store is having a “The Boss Is Gone Sale", as in “Mary’s gone to CHA, so we're putting everything on sale!”.

12. Community School Classes – Open up your classroom to school teachers during the summer months to host classes. Don’t charge a room rental fee – just enjoy the additional revenue from their students.

13. Create card care packages to send to troops stationed overseas. One retailer packages two kits together with a glue stick and a pen. The kits are $5.00 if the customer donates the cards to the care packages, or $8.00 if they want to keep the cards.

14. Develop a “community partners” network. Seek relationships with other business owners. Determine whose customers scrapbook, craft, or just might be interested in getting creative, and ask if you can deliver informational seminars to their customers. Target businesses might include travel agencies, sports clubs, MOPs (Mothers of Preschoolers), the local Chamber of Commerce.

15. Summer Solstice Sale. Starting at sunrise the day of the Solstice, offer discounts that decrease hourly, i.e. 40% off at sunrise, 30% off from 6:00 -7:00 AM, 20% off from 7:00 -8:00 AM, 10% off from 8:00 -9:00 AM, etc.

16. Early store opening for working women. Open an hour early one day a week so working women have a chance to shop before work. Partner with a local bakery to bring in pastries. (Remember our motto: FOOD IS GOOD!)

17. Join a local networking group, and create cross-promotions with other members. Realtors like to give handmade items and scrapbooks as gifts for new home owners; funeral home owners may be interested in a simple scrapbooking kit to give to mourners.

18. Teen Crop Night. Display layout examples featuring teen interests and activities. Have a teen do a demo or make & take. Order pizza and stock plenty of soda!

19. “Lunch Break Make & Take” that's targeted to working women. Hold it from 11:00 AM – 1:00 PM, twice a month, free of charge. This event proved so successful for one retailer that she also added, “Stop-in Saturday Make & Take” with longer hours.

20. Kids Scrapbook Club/Camp. Children ages 8-14, come to play Monday through Friday from 9:00 AM -12:00 PM. Cost is $150 for the whole week. Kids create an “All About Me” album as the project. This idea proved so successful for one retailer she’s held six sessions of the club, plus Thanksgiving and Christmas sessions!

21. Annual Scavenger Hunt. Hide very specific items around your store, such as a photo of your mother. Give customers a list of all the hidden items to find and check off. This encourages them to walk through your entire store, getting familiar with all the products you offer. The customer who finds the most items wins a basket of goodies.

22. Trade Show Recap Night. Discuss/describe various new products you saw (and ordered!). Share photos and potential projects. Give customers a preview of what will be coming in (and when). Raffle off goodies you picked up at the show, or use them as door prizes. Offer discount coupons to customers who bring a friend.

23. In-store Craft Fair. Host a craft fair in your store, featuring local artisans from area (non-competing) guilds, like quilting and pottery. Each artisan gets one classroom table to showcase her wares. They can advertise their participation in community publications, like church bulletins and neighborhood newsletters. Each vendor can make an in-store display to create buzz/interest before the event.

24. Frequent Shopper Program. For every $100 spent, the customer gets a free class. One retailer calls her program the “S.M.I.L.E. Card”, which stands for “Scrapping Makes Ideas Look Exciting”.

25. Crafters Yard Sale. Customers can “sell” their gently used product/supplies in your classroom for store credit.

Time to Stop working IN your store and start working ON your store

2013-03-12T14:56:00.002-05:00

Whenever we sit down to write an article (Ladies and gentlemen, start your pencils!) we banter back and forth about what we want to say. Sometimes we enter that conversation with our tongues planted firmly in our cheeks; sarcasm being one of our best-loved talents. There are plenty of consultants out there who are more than willing to spout ideas on how you can grow your business; even if they've never worked behind the retail counter. Or been woken up at 2 am because the store alarm went off and the police are at the door, or run out of gift certificates a week before Christmas. Ideas are great; it’s the implementation that takes time. So we thought a catchy title like “How to Kill Your Business Without Even Trying” might be kind of fun. The title would surely catch your attention.

But it wouldn't be funny.

Being a retailer is tough enough these days, even the most seasoned business person needs a little help now and again. Or a kick in the pants. So we ditched the sarcasm and went with what works: 5 easily implementable ideas to make your customers sit up and take notice:

1. Stop working IN your store and start working ON your store. Running a retail store is hard work. From the time you unlock the front door in the morning, until you re-lock it at closing time, you’re on your feet, deftly handling crisis after crisis. There are speed bump displays that need to be tweaked, social medias to update, vendors to call, orders to place, bathrooms to clean, customers on-hold who will only talk to you, and a staffer who’s late – or worse – called in sick and leaving you short-handed. Again.

You’re busy. We know, but we’re going to throw you a curve ball anyway: It’s time to stop working IN your business and start working ON it. Your time and your talents should be spent looking for, and implementing, new ways to grow your business and you can’t do that if you are stuck behind the cash register. So, take a deep breath and delegate the everyday tasks to someone else. Easier said than done, even for us, but let go. Someone else can change that display, make a sign, and update Facebook. Or clean the bathroom.

Now, about that working ON your store. Grab your iPad or a pad of paper and something to write with, and then list all of the things you would do if you had more time. Things to consider include in-store events, classes, updating your loyalty program/frequent shopper club, ideas to make a splash with e-mail blasts, etcetera. Some days our list includes lunch, we bet yours will, too.

Now, prioritize your list and vow to tackle a little at a time. You don’t have to do it all in one day, but you do have to get it done. Inch by inch everything’s a cinch, so give it your best shot.

2. Build a Team of Customer Advocates. You won’t be able to work ON your business if you don’t have a strong team of associates standing behind you who are ready to pick up whatever you put down. Building your team should be right at the top of your new “To Do” list.

Advocates need to be the best at what they do so start an official, on-going associate training program. There are thousands of resources available to help you do this, begin with industry specific tools, like the great articles in your trade publications and the classes offered at the trade shows you attend, plus CDs that you can listen to in your car. Check out webinars and podcasts that are available on-line. Ask your vendors about resources to train your team on technique. Video your own classes, focusing the camera on the instructor, and don’t forget to video associates who excel in a particular area.

Build a curriculum that clearly shows associates what’s expected of them. Put a TV/DVD player in your lunch room along with an iPod or CD player and headphones. Create tests on various levels/topics to chart each associate’s progress. And keep your eyes peeled for opportunities to keep your training library up-to-date.

3. Empower everyone. People who don’t like to delegate really hate the word “empower”, because it means letting associates make decisions on their own that affect both customers and the store. It’s nothing to be afraid of as long as you set some ground rules first. Nordstrom, a family-owned and operated company that has earned a reputation for superior customer service, was founded on employee empowerment. Nordstrom encourages store associates to think like entrepreneurs – what a concept! For years, the Nordstrom Employee Handbook was a single card containing only one rule:

Nordstrom Rule #1: Use best judgment in all situations. There will be no additional rules.

Obviously, not every one of your store associates will thrive with this much freedom – many won’t believe that you actually want them to make your own decisions, so you need to be concise about what you expect. You’ll also have to encourage them to actually do it. Most of the time, it will be smooth sailing, but occasionally they will mess up. That’s when you sit down together and discuss what they might do differently the next time, all the while encouraging them to try again.

Some of you might be thinking, “Yeah, right. What about the current associates who don’t fit the vision I have for my store?” Another tip from Nordstrom: look for nice people who can be trained to sell. It’s a lot harder to train someone to be nice. We know; we’ve tried.

If an associate has ever uttered the last seven words of a dying company: “But we’ve always done it that way,” when you suggest a change, it’s time for a revival. Hold a store meeting to outline exactly how you expect everyone to act. Most associates will refocus, but some may not; these are the people you need to think about replacing. Even if you rely on them heavily, if they are hurting your business they have to go.

4. Innovate. Be the store everyone looks to for inspiration and innovation – innovation relies on right-brain thinking, that’s the creative side of your brain. You have a team of right-brained thinkers’ right in your own store: When did you last ask them to share their ideas?

After you hold your empowerment meeting, schedule a brainstorming session. Brainstorming means there are no bad ideas, no one gets to say, “That’s a stupid idea” because that stupid idea just might lead to your next great success. Get a flip chart and write down EVERY, SINGLE IDEA. If you anticipate a negative comments then come pre-armed with squirt guns for each associate. Every time someone breaks the “That’s a stupid idea” rule, the whole team gets to take aim and fire. Buy a bunch of candy bars and when an associate has a great idea, toss him/her a treat.

5. Keep on top of your competition. Most retailers hate keeping tabs on their rivals but it’s a necessary evil. You should walk your competitor’s sales floors at least once a quarter – every four to six weeks is a good rule to follow. This is important! You need to know how your store stacks up when compared to the competition.

Review everything from the parking lot to the back door and every square inch in-between, including the service areas and restrooms. Note the locations of carts/baskets, in-store signing, specialty fixturing, what’s displayed on speed bumps and in the lake front property (front right side of the store), vendors, product adjacencies, size and condition of the classroom, number of checkouts and service areas, etcetera.

Compare the policies, pricing, and services offered to yours. Pick up circulars and/or weekly ads. Watch how store associates interact with customers. Buy an item and return it later to see how you’re treated. If you’re not comfortable visiting yourself, delegate this responsibility to a trusted store associate, a close friend, or even a good customer. Give them specific guidelines they have to follow. Drop us an e-mail for a copy of our Mystery Shopper form.

You’ll also want to visit their website. Is it easy to navigate? Is it fun and interactive? Does the store post upcoming promotions, classes, and special events? Can customers print project sheets on-line? Click on every link and read every page. Then visit your competition on Facebook, Twitter, Pinterest and any other social media site they are using. A Google search will help you discover where they are on-line. Want to find out what your competitors’ have up their sleeves? Set up a Google Alert for each one and you’ll receive an e-mail with a link to follow each time they are mentioned on-line.

You’re not finished yet! Sign up for an e-mail account from Gmail, Yahoo, or one of the other sites that offer free email, then register for everything that each of your competitors offer on-line. You‘ll know what’s happening in their stores at the same time as their customers.

This is not an unfair advantage – your competitor’s would do it if they thought of it first. Remember Michael Corleone’s quote from The Godfather II? “Keep your friends close, but your enemies closer.” In a marketplace where every competitor wants to steal your customers, keeping a close eye on what they’re up to is just good business.

So, from this point forward vow to work ON your store, not just in it, build a team of empowered associates, and keep a close eye on your competition. Become known as a haven of creativity and unconventional thinking. And do just a little at a time; after all, inch by inch, everything’s a cinch!

He Said/She Said: Things Men and Women Don't Know About Each Other but Wish They Did!

2013-03-04T14:24:00.000-06:00

Introducing our BRAND NEW keynote presentation!

He Said/She Said:
Things Men and Women Don't Know About
Each Other but Wish They Did!

Men and women are different. It’s not to say that one sex is superior or inferior to the other; we’re just different. We understand this completely; we’ve been business partners for 23 years and we’ve noticed that we do quite a few things very, very differently.

Rich’s brain never turns off. Georganne flips hers off like a light switch the second she leaves the office. Rich devours business books and publications like a madman. George reads anything she can get her hands on; she swears her American Express bill keeps the lights on at our local book store. Rich prefers to focus on one thing at a time; George is the queen of multi-tasking.

And so it is with every man and woman. But you would never know it from the way too many businesses approach both sexes as if they were one and the same. So, aside from the obvious, you want to know that key things that set us apart? Things that make one sex embrace your business and the other running for cover? Watch the video and find out!

KIZER & BENDER’s No-Fail Perception Exercise

2013-02-24T19:28:00.000-06:00

How often do you look at your sales floor through the eyes of your customers? Once a year? Once a quarter? Never? We recommend that you be a customer in your store at least once a month. This invaluable trip will help you zero in on things that are out of place or need your attention. Our No-Fail Perception Exercise will help. Here’s how:

KIZER & BENDER’s No-Fail Perception Exercise:

1. Look at the same things that you review each day during your 360 Degree Pass-By. During this exercise, you will spend more time observing each area.

2. Don’t fix, move or adjust anything in the store before you do this exercise. You want a clean vision of what the store really looks like on a typical day.

3. Survey your store during regular business hours – not before opening or after closing. You want to do this exercise while customers are in the store shopping.

4. Dress in the same attire as a typical customer. If it’s cold outside, put on a winter coat. If your customers tend to shop with children, haul a stroller and diaper bag with you. If you are a scrapbook or craft retailer emulate your customers: pull a rolling tote while your arms are filled with all things your customers typically bring with them to a crop or class. You want to recreate the customers experience as closely as possible.

5. Don’t just put on your coat and walk out the door. Hop in your car and drive down the street. Re-enter your parking lot and drive by your store from all directions so you can see it from different perspectives.

6. Carry a notepad and make a list of things to do; you can prioritize your list later and make changes as necessary. You might even want to ask a store associate to do the same exercise – you can compare notes later.

Remember that perception becomes reality. If you do not control how your store is perceived, it just might get away from you. Customers will create their own perception of your store and you might not like the one they choose. Your diligence will help ensure that customers see your store as you want them to see it. That alone is worth the time it takes to look at your store through your customers' eyes!

Increase Your Shelf Esteem in 2013!

2013-01-22T17:45:00.004-06:00

Its 2013 – New Year, new state of mind! But you’re probably still exhausted from a crazy holiday schedule and even crazier customers. There are Christmas decorations to take down, plus a million other things you have to do to wrap up 2012. Perhaps the last thing on your mind is the one that’s the most important: setting your sales floor to sell.

Shopping today is all about the experience – shoppers can buy what you sell in any number of places, so you have to be right. And ready. Your sales floor and displays require constant reinvention so that shoppers don’t get bored and go somewhere else. We bet your sales floor could benefit from a little reinvention going in to 2013. Let’s take a look at areas that typically need attention. Don’t worry; they’re an easy fix!

 Let’s start with store windows. Your windows should entice a customer who hadn’t intended on stopping to come in and shop. Fill your windows with ideas and inspirations! If you don’t have space to set an actual display, then blow up a photograph and hang it in your window. Companies like TruckSkin.com make it easy to create low cost window cling masterpieces.

 Just inside your front door is a 5’ space of “no man’s land” called the Decompression Zone. It’s no man’s land because customers breeze right through it without stopping; never seeing anything that you place there. You may, for example, wonder why your cool new class isn’t filling up – there’s a big sign right inside the door. That’s the problem: people are not focused on shopping yet, so they don’t really see anything until they are at least 5’ inside your front door – anything you place in the Decompression Zone is essentially invisible.

We’ve been in plenty of stores that have important product merchandised in the Decompression Zone that just doesn’t sell. But once it’s moved just a few feet farther in it suddenly gets noticed. This isn’t an opinion; it’s a cold hard retail fact. The next time you’re at the mall, check out the front end of your favorite chain stores. Every retailer should respect the Decompression Zone.

Know what else doesn't belong in the Decompression Zone? Baskets. People who shop with a cart or a basket spend 25% more than they originally intended to spend, and up to 15 minutes longer in the store. Locate your baskets just past the Decompression Zone and throughout the store, so they’re handy when a shopper decides she needs one. Visit BigBasketCo.com for plenty of cart and basket options.

 Customers who enter your store make a value judgment about it in 10 seconds or less; in that 10 seconds they are determining whether or not it’s a good place to be. What does your store “say” in the first 10 seconds? Do customers immediately know what you sell? Is the sales floor interesting? Do your displays invite shoppers to play with the product? Stand inside your front door and take an objective look – like the saying says, you never get a second chance to make a first impression.

 Did you know that typically 50 percent of your sales floor is never seen by shoppers? Not if you take control! Once shoppers are on your sales floor, where the go next is up to you. If you are like most quilt retailers, you probably utilize a Free Flow layout because it offers you unlimited opportunities to highlight merchandise and create display vignettes. A Free Flow layout has no set aisles – shoppers roam the sales floor freely, influenced by your placement of fixtures. Avoid straight lines when you can, instead angle your fixtures so that shoppers are unconsciously directed throughout the store. The more they see, the more opportunity they have to buy!

Do yourself a favor and create a schematic of your sales floor, devoid of fixtures. If you have a blue print, better yet. Mount it to a piece of foam board, and overlay it with tissue paper. Now you can merchandise, and re-merchandise, your sales floor on paper before you ever touch a fixture.

 It’s a proven face that 90 percent of people enter a store and look or turn to the right – this area is prime real estate, or as we like to call it, Lake Front Property. Too many retailers use this area as just another space to house merchandise. Or worse, it’s where we find the checkout counter. (Checkouts, by the way, belong on the left side of the store, at the natural end of the shopping experience. If this physically does not work for you, just reverse the flow, making the left side of the store your Lake Front Property. If you need help luring people to the left side, special lighting can do the trick.) Use your Lake Front Property to feature new items; to tell product stories; and to display high-demand, high profit items.

 Just beyond the Decompression Zone, front and center on your sales floor, is the area to place your Speed Bump Display. The Speed Bumps job is to slow down shoppers and refocus them on the task at hand. Speed Bumps are also used to set the flavor of what shoppers can expect to see throughout the rest of the store. Use a single small table or cluster a few together for a bigger impact. Add product from different departments to create fun-to-shop, “I have to have that!” displays. Change your Speed Bumps at least once a week, whether they need it or not. Remember, this display is a BIG part of your store’s ambiance.

 Cross-Merchandise everywhere you can. Merchandising complementary product together helps shoppers visualize how the items will work together. Plus, it encourages add-on sales! Cross-merchandise items on Speed Bumps displays, end features, and on j-hooks and clip-strips throughout the store.

 Did you know that the music you play in your store has a job to do? Music does more than just entertain shoppers; it provides a psychological lift that encourages them to buy. Companies like Muzak employ "audio architects" whose job is to create the right mix of tunes to keep us shopping. And it works. In our opinion, disco is the sound of money. Young or old, it makes shoppers smile.

Before you crank up the tunes, you need to check with the American Society of Composers, Authors, and Publishers (ASCAP) website. ASACP holds the “public performance” rights to 97 percent of the music played in the United States.

Playing music in your store without a license can result in big fines. According to the National Federation of Independent Business (NFIB) website there are “two ‘small business exceptions’ that allow certain small businesses to play radio or television broadcasts in their establishments without having to pay any additional licensing fees. The exceptions apply to: Any establishment with less than 2,000 gross square feet, and any food service or drinking establishment with less than 3,750 square feet, and any business establishment with greater than 2,000 square feet, and any food service or drinking establishment with greater than 3,750 square feet provided that they use fewer than 6 speakers or TVs, no more of 4 of which are any one room, and with a screen size of less than 55 inches.” Visit NFIB.com or ASCAP.com for all the limits and legalities.

 Take a good whiff on your sales floor. What do you smell? If you said, “nothing” then Aromacology – the science of scents – can help you increase sales. Remember that old retail adage: “If it smells, it sells”? Turns out its true: pleasant-smelling environments have a positive effect on how we shop. The scent of grapefruit energizes shoppers, vanilla is calming, and cinnamon is said to attract money. So put out the potpourri or purchase scent diffusers and place them throughout the store. Visit ScentAir.com for even more scentsational ideas.

Vow to keep your sales floor fresh! Get a blank calendar and plan your merchandising moves. Check your 10 second impression daily. Change your Speed Bump displays at least once a week. Tweak your Lake Front Property, and change your window displays on a monthly basis. Refresh your entire sales floor at least once every quarter, making changes to customer flow as necessary. Change your music and aromas to fit special events or the season. Have fun! And remember, if you’re not sure what to do first, give us a call! We’re always good for an idea or two.

"Walking and Talking at 2 AM"

2012-12-27T15:00:00.000-06:00

Every person working in your store wants to be involved; this makes associates feel important and part of the operation. Your goal is to make associates feel like they own the place; to do that you need to set goals with the help and input of your team.

It's impossible to dictate goals. If you've ever worked in a place where goals were handed down from the top, then you already know that. Were you really committed to making those goals a reality? Of course not, but when you make associates an active part of goal setting, they'll better understand the direction you want to move in, and why it's important to the growth of the store. And they'll understand how critical their role is.

Bob Blazier, former President of the Crystal Lake Chamber of Commerce in Crystal Lake, Illinois. Before that he was a vice president at a large medial facility, and he was once even Georganne's junior high school principal. Now he's a good friend. Bob is famous for his "Fatherly Advice", like "Walking and Talking at 2:00 AM."

When every other "suit" was in bed asleep, Bob could be found wheeling a cart loaded with cookies and apples through the halls of the hospital, talking and laughing with associates about their lives and their jobs, while asking for input on how to make their jobs, and the hospital, better.

The staff at the hospital trusted Bob because of his willingness to walk in their shoes. They rewarded him by being open with their questions, concerns and ideas. Bob's "Walking and Talking at 2:00 AM" showed them that they mattered, and even though he left that job years ago, people still talk about how they looked forward to his 2:00 AM visits.

Okay, so what's the point? We know that if you walked around your store at 2:00 AM, you'd have no one to talk to but the fixtures, but why can't you "Walk and Talk" at 2:00 in the afternoon or 8:00 at night? OR why couldn't you hold a Brainstorming session?

Brainstorming works like this: get all of your associates together and ask "What would you do if you owned this joint?" Write down everything that they say on a flip chart. You can't criticize anything and neither can they, because sometimes the simplest idea casts the seeds of brilliance.

You can even take your brainstorming a step further and create a Team of Outlaws; a voluntary group of associates charged with asking the other associates questions like:

"How can we do _____________ better?"

"What tools are needed to do that?"What do you need to do your job better?"

"What are customers saying?"

"Tell us your victory stories."

"Tell us a disaster story and how you fixed it."

"If we could change one thing about the store, what would it be?”

The Outlaw's responsibilities include coming up with solutions to the problems and opportunities that they uncover. You can post their findings on the lunchroom bulletin board and discuss their progress at each store meeting.

Get your people involved with the day-to-day operations of your store. You'll see a big change in how they act and more smiles per square foot. You'll see your turnover rate drop, and you'll see happy customers having fun in your store, smiling as they leave, already looking forward to their next visit.

Merry Christmas!

2012-12-25T08:05:00.001-06:00

MERRY CHRISTMAS!

5 Easy Ideas to Spin the Doors on Your Stores!

2012-12-07T16:45:00.000-06:00

This is the busiest and most important selling time of the year. The Golden Quarter is when most retailers move from being unprofitable – “in the red” – to profitable – “in the black”. That’s why you have to be prepared to make holiday sales happen. Just in case you still have some openings in your holiday calendar, here are some ideas to spark your imagination:

1. Create a “Top 10 List of Not to be Missed Holiday Gifts”. Make sure every associate memorizes it, and have plenty of copies available on the sales floor and at the cash wrap. Feature your list on Facebook, your website, e-mail blasts and in your newsletter. Mention it on store signing and on bag stuffers. When you make shopping decisions easy for your customers, they’ll thank you in dollars and cents.

HINT: Never pre-stuff your bag stuffers into bags! If you do that, they'll only get tossed out with the bag. Instead, hand your bag stuffer to the customer while you explain what it is advertising.)

2. Holiday Ideas Open House. Hold your event from 6:00 – 9:00 PM. Offer in-store specials or invite guests to pop a balloon to determine discounts. Feature complete-in-an-evening projects, demos and makit & takits. And food. You know our motto: Food is Good! The more customers’ eat, the longer they’ll stay.

A Girls Night Out is always fun because sometimes a girl just needs a night off! Create an evening of fun and relaxation. Serve refreshments (like mocktails) and entertainment, plus mini-classes and demonstrations held right on the sales floor. Add contests and door prizes. Partner with a hair and nail salon to offer makeovers, manicures and pedicures. Your store will be the talk of the town!

3. Holiday Coloring Contest. Put together your prize list and contact schools and day care centers to spread the word. Have a local artist create a free-hand drawing you can reproduce for the kids to color or look in-line for copy right free coloring pages. Group entries by age, assign each one a number, and post them throughout your store. Invite customers to vote for their favorites – by number – in each category, resulting in first through third place winners, but every entry gets an Honorable Mention ribbon.

4. Santa Paws Day. It’s an absolute fact that women spend more time choosing a gift for their pet than they do for their spouse or significant other. Enter Santa Paws, the event for anything with fins, fur or feathers. Fido gets to sit on Santa’s lap for five bucks, a dollar of which goes to a local animal shelter. Shoot the photos with a digital camera: customers can choose to come back to pick up an actual photo or you can e-mail a .JPEG (if you need to build your e-mail list, push the .JPEGs.)

5. Pick-a-Candy Cane Sale. Buy a bunch of candy canes and dump them in a basket or line them up like toy soldiers in a piece of decorated foam. Write discount percentages in indelible marker on small stickers and stick one on the bottom of each candy cane. Follow these guidelines for each 100 candy canes:

15 discounts at 15% off (one regularly priced item); 50 discounts at 20% off; 18 discounts at 25% off; 10 discounts at 30% off; 5 discounts at 40% off; 2 discounts at 50% off

Of course, the discounted amount and number of discounts given at each percentage is solely at your discretion. We’ve learned from experience that it’s important to announce a minimum discount of 10%, but not actually award any, so that every customer wins at least 15% off. If your sale has too many small discounts, word will spread that there aren’t many big winners, and customers will stay away.

If you’re hungry for more ideas check out “Jingle Bells… Christmas Sells: Events, Promotions and Tips for the HolidaySeason”, our e-book with Australia’s Debra Templar. It’s chockfull of turn-key, fully customizable events and templates. And you can always give us a call. We’ll help you brainstorm ideas to help kick your holiday sales into overdrive!

Best Practices for Handling Cranky Customers

2012-11-29T15:27:00.001-06:00

We read an article this morning about a cheesed off customer who complained about her meal on the restaurant’s Facebook page. The chef responded by telling the customer to “Go f**k yourself.” Yikes.

Word of mouth – or in this case WORLD of mouth – is the number one thing that brings new customers to your business. How you handle complaints and returns determines that quality of that word of mouth.

We are a product of the world that we live in. We’re all time-starved and stressed-out. Mom’s working, Dad’s working, and the kids are in school. At the end of the work day it’s a mad rush to get Susie to Girl Scouts and Timmy to basketball. Never mind that you’re tired, you still have to make dinner and do laundry, not to mention help the kid’s with their homework before you can finally relax. No wonder we’re cranky.

The thing is those cranky customers can be anyone – we’ve all been not-so-nice customers at one time or another. Most are just nice people who are having a really bad day – you just happen to be the one they decide to take their frustrations out on. If you’re in the retail business then unhappy customers are a daily fact of life. When faced with one you can choose to react or to respond. If you merely react, the customer will most likely stay unhappy. But if you choose to respond in a concerned and professional manner you can turn that lion of a customer into a loyal lamb.

Understand that an angry customer may be reacting to what he or she imagines will happen when they present you with a problem. This is part of the emotional baggage every customer brings with them to your store. We’ve all faced snarling store associates who treat customers like the enemy – if a customer has had a bad experience in one of your competitor’s stores, it’s easy to see why they might think they will have a similar experience in yours.

That being said, if the customer is a complete jerk, do yourself a big favor and get him/her off of the sales floor and into an area where you can speak privately. If you stay on the sales floor, where other customers can watch, you’d better be prepared to deliver service perfection, because how you respond will be the topic of the day among customers and associates alike.

If the customer is abusive or is using foul language say, “Sir/Madame: I am going to help you, but I cannot help you if you continue to speak to me like that.” If the customer calms down, continue with the steps below to solve their problem. But if the customer continues to berate you, it is perfectly okay to say, “I really do want to help you but I need you to calm down. If you do so I can help you now, otherwise we will have to do this another time.” You can also try politely turning the customer over to another associate. Under “normal” circumstances the following five steps should do the trick:

1. Allow the customer to get the problem off of his chest.

Let’s say a customer brings you a problem you can fix in two seconds flat. Resist the urge to save the day, instead let the customer blow off steam.

When a customer is unhappy about something, he has a tendency to rehearse what he’s going to say over and over and over on the way to your store. By the time he gets there, his anger is at its peak. If you try to fix the problem without first letting the customer vent, he is likely to wait for a break in the conversation and begin to tell his story all over again. So …

l Offer your hand and introduce yourself. Using the customer’s name tends to have a calming effect.

l Listen carefully and attentively to the customer’s entire story and don’t interrupt! Stay calm – you set the tone for the rest of the conversation.

l Apologize, even if you are not the cause of the problem. This shows the customer you are on their side. If you say, “Gee, this is a great product. We've never had this happen before.” The customer hears, “You moron. Didn't you read the directions?” Instead say, “I am so sorry that you are upset. Let me see what I can do to solve this problem.” Or “I am really sorry this happened to you. I can understand why you are frustrated.”

2. Ask lots of questions to help determine what you should do next.

When you ask questions people think you care about them, and they will respond more positively. Ask the customer Open-Ended Questions that cannot be answered by a simple “yes” or “no”. You might say, “When did you first notice this problem?”

Open-ended questions require the customer to talk – and that’s a good thing – because the talking helps the customer to slow down and refocus. Smile, make eye contact, and nod as the customer tells his story.

3. Ask the customer what they would like you to do for them.

We witnessed a heated exchange between a store manager and a customer who was trying to return a defective shop vacuum. The stone-faced manager was too busy defending his product to focus on the customer. The manager wasn’t giving an inch, and the customer looked like she was ready to throw the vacuum through the window. Finally, in a sarcastic tone of voice, the manager asked the customer what she’d like him to do. She sighed, and replied that she wanted to exchange the defective vacuum for one that worked. The manager was taken aback. What did he expect she was going to ask for? His first born child?

Most customers are not unreasonable; they just want you to fix the problem. Ask, “What would you like me to do for you today?” Then tell the customer exactly what you are going to do on their behalf.

Take responsibility: If it’s a problem you can fix on the spot, fix it. If the problem will require further action on your part, then explain which steps you will take, and tell the customer when you will get back to them. And make sure that you follow through!

4. Go a step further and “Do one more thing” for the customer.

That “one more thing” is an olive branch that you offer in good faith. It doesn’t matter what you offer, it’s the gesture that counts.

A $5.00 gift certificate (80% of all gift certificates are redeemed for more than the face value; 40% of all gift certificates are redeemed for TWICE the face value so you can’t lose); a free class or free crop; or even an inexpensive gift, such as a small photo frame, will work wonders.

5. Follow up to make sure the customer is satisfied.

According to The Technical Assistance Research Programs Institute (TARP), up to 70% of unhappy customers will do business with you again, and up to 95% will return if you fix the problem quickly. It’s to your benefit to follow-up. A simple telephone call or handwritten note will do the trick.

You may also want to keep a file on what happened, and what you did to take care of the customer. Email us for a free copy of our Super Quick Service Response to help you keep track.

Don’t take it personally! Sometimes that’s easier said than done, but remember you are not the cause of the customer’s frustration – don’t expect to win them all. Do your best not to let an angry customer ruin your entire day or affect the next customer.

Make sure that everyone in your organization understands how to work with an unhappy customer. Why not hold a staff meeting using this article as the agenda? Ask your associates to think of a situation they had with an unhappy customer. Ask what they did to solve the problem. Then ask if anyone has a suggestion on what the associate could have done differently. You might want to think up some off-the-wall scenarios of your own, and see how your associates solve them. Ask one associate to be the customer, and another to be the associate. Role play is a great way to get the point across.

Customers don’t expect you to be perfect, but they do expect you to fix things when they go wrong. Solving their problems is proof that your store is a trusted partner. It’s that trust that will keep them coming back for more.

Happy Thanksgiving!

2012-11-22T00:00:00.000-06:00

Happy Thanksgiving!

We are grateful for YOU.

Black Friday Shopping Tips for Consumers

2012-11-21T18:52:00.000-06:00

Before you hit the stores on Black Friday, read this list and check it twice!

1. Do your pre-holiday homework. Visit your favorite retailers on-line and check out each of the Black Friday websites that leak retailer ads in advance. Also visit Black Friday sites, such as BlackFriday.com and BlackFridayAds.com.

2. Follow your favorite retailers on Facebook and Twitter. Smart retailers are offering inside deals, limited time offers and heads-up on sales to their on-line friends.

3. Buy all the local papers and devour the Black Friday ads. Make a list of the stores you plan to visit and determine which ones you need to visit first. You have a much better chance of getting the hot items you want if you have a plan of attack. You will also want to make a list of the things you want to buy so you can check them off as you go.

4. We know on Thanksgiving Day you’ll be busy cooking a big dinner and entertaining Aunt Mary and Uncle Jack, but you need to sneak away and do a quick spot check of your favorite retailers’ websites. Many retailers post coupons that are only available on-line. Print them or better yet keep a copy on your smart phone. Bring them with you on Friday for extra savings.

5. If the retailer offers deals via text message, sign up. These inside deals are usually good ones. Don’t worry; you can stop receiving the messages any time.

6. This year many retailers will be open on Thanksgiving Day. They're starting holiday shopping early and the deals are good. Check to see which stores in your community are open and get a jump on saving.

7. Watch for early, early shopping opportunities. As Thanksgiving turns into Black Friday some malls will be in full-on shopping mode. This year malls across the country will open their doors at midnight for shopping, entertainment, raffles, food and more. It’s a party!

8. To take advantage of the Early Bird Specials you have to get there early! Aggressive retailers are opening their doors earlier than ever before, many on Thanksgiving day. If you want that HDTV for $29.99 you’d better be one of the first five people on line. On Black Friday, “limited quantities” generally means single digits.

For example, this year Wal-mart starts its Black Friday deals at 8:00 PM EST on Thanksgiving, the deal with the buzz is a one hour special offered on Thanksgiving between 10:00 PM and 11:00 PM EST:

* Apple iPad2: 16GB with Wi-Fi: on sale for $399 plus you get a $75 Wal-Mart gift card
* Emerson® 32" 720p LCD TV: on sale for $148
* LG Blue-ray Player: on sale for $38

Here's a first: Wal-Mart guarantees that everyone in the store by 10:00 PM on Thanksgiving will be able to buy these three sale items. If these items sell out before 11:00 PM, customers in line will get a Walmart Guarantee Card promising the items will be at the store for them to pick-up prior to Christmas.

9. Shop your local, independent retailers! In addition to great deals, Indies like to add extra special touches. What’s better than noshing on homemade cookies and cocoa at your favorite neighborhood boutique? Hint: many of these retailers will also wrap your purchases for free.

10. The items retailers want to make sure you’ll see will be displayed on tables in the aisles and on end caps – in other words, you won’t be able to miss them. You’ll also want to head to the back of the store. Here’s where you’re likely to find unadvertised specials. The trick is that you have to walk through tempting regular-priced items to get to the deals.

11. Shop midday to avoid crowds. Activity slows between 10 AM and noon and picks up again in the evening. This is when shoppers who had to work on Black Friday begin to arrive. Another plus, many retailers now do the equivalent of Early Bird Specials all day long.

12. Dress appropriately, wear comfortable shoes, and bring extra shopping bags. And throw a bottle of water and some snacks in your bag. You know you’re going to get hungry and you probably will be too busy shopping to stop for lunch.

13. Stop by the information desks in malls, shopping centers, and stores and ask if they have special coupons, gift bags or other freebies.

14. Check each retailers return policy. A great deal isn’t such a great deal if your sister hates the sweater you bought her and she can’t exchange or return it.

15. Avoid the crowds altogether and shop at home. QVC, for example, has what it calls “Better than Black Friday Deals. HSN has a countdown to Black Friday calendar. Both will have great deals, plus flex-pay options. It’s like lay-a-way but you get the product right away.

16. On Saturday, November 24, shop your local independent businesses! Small Business Saturday let's you show your support for your community AND save money. Register your American Express card at the link above to receive a $25 credit when you shop at a participating small business.

17. And if you can’t find what you want on Friday or Saturday, or you miss out on the Early Bird Specials, don’t forget that Cyber Monday (11/26). This is the day on-line retailers give their best deals. Visit CyberMonday.com for a list of deals from all sorts of retailers.

Happy shopping!

Top 10 Social Marketing Tips for the Holiday Season

2012-11-15T12:48:00.000-06:00

Even if you're already made a list and checked it twice, it’s not complete if it doesn’t include networking via social medias. Social media marketing builds word of mouth: the number one thing that brings new customers to your business. The important thing to remember is that social media marketing is social: It’s all about the interaction you have with friends, fans and followers. Here’s how to get the conversation started:

1. Make it easy on yourself: Connect your Facebook page or profile to your Twitter account so you can update your friends, fans, followers and subscribers all at the same time. Click to learn more: https://www.facebook.com/twitter/

2. Give your profile photos a holiday twist: The photos you choose to represent your business need to stand out on a busy news feed. Choose a photo that is easily identifiable and add a holiday theme.

3. Listen. Interact. React. Sell: Customers need a reason to visit your social medias; if all you do is sell, sell, sell they’ll quickly tune you out. Follow this formula for best results:

Listen: You need to keep up in real time. Studies show that most people are on social medias in the morning and early evening, so 8:00 AM and 5:00 PM are good times to check in. Listening on-line means reading what people are talking about and responding frequently and accordingly.

Interact: If you see something interesting, get in on the conversation! Commenting on someone else’s wall or retweeting a message is one of the best ways to get your store noticed. Interact with friends, fans and followers, plus your trade associations, vendors and products you enjoy, even if they’re not related to what you sell. The goal here is exposure.

React: Answer fan posts, comments and tweets in a timely manner – the sooner the better. Smart phones allow you to post from anywhere.

Sell: Plug your products and services about every fifth post; any more than that and your social medias become an infomercial.

4. What to say: Talk about product and services that make great holiday gifts. Short posts with photos or videos get more attention than those without. Add photos and pepper your posts with the words Christmas, Hanukkah and Holiday. Gift cards are always a favorite holiday gift, so promote them weekly.

5. Make a list of great holiday gifts: Create a list of “Top 10 Holiday Gifts”. Post your list on your social media sites and on your website. Have copies to hand out in the store, too. This list makes a great bag stuffer!

6. Give incentives to those who visit your social media sites: Offer coupons and deals that are only available via your social medias. Promote them via your website, e-mail blasts, newsletters, and in your store.

7. Use the Facebook Events tab: The Events tab allows you to organize and promote all of your holiday happenings. You can easily invite friends and fans, and encourage them to invite their friends as well. You can see who RSVPs, comments, and more.

8. Facebook ads: We use Facebook ads to promote our e-book Jingle Bells… Christmas Sells: Events, Promotions and Tips for the Holiday Season. (Shameless plug alert: It's a must read for retailers!) Facebook Ads allow you to reach potential customers by location, age, and interests. Learn more here: http://www.facebook.com/advertising

9. Use holiday hashtags on Twitter to expand your audience: Placing a holiday related hashtag (#), i.e. #Christmas, #holiday, #shopping, #gifts, #coupons or #Santa, at the end of your tweets will help you connect with an audience that reaches far beyond your current followers.

10. Back up your social media marketing in your store: Hang signs throughout your store and in your windows that encourage customers to like/follow you. Award deals or incentives if they check-in while in the store.

The marketing you do on social medias to promote your store during the holidays will translate to other times of the year as well. Build momentum now and carry it through to 2013 and beyond!

KIZER & BENDER Holiday 2012 Press Release

2012-11-06T00:00:00.000-06:00

From the time you walk in the front door, until you are safely back in your car, savvy retailers are doing things to entice you stay longer, and spend more while you are there! Just in time for the 2012 holiday shopping season, retail experts Rich Kizer and Georganne Bender uncover the myriad of secrets retailers use to sell more merchandise.

St. Charles, IL November 6, 2012 -- Consumer anthropologists, Rich Kizer and Georganne Bender of Kizer & Bender Speaking, have studied shopping patterns and retail stores for decades.

The duo has surveyed the science of how retailers set their stores to sell.

The Decompression Zone: The Decompression Zone is the first 5 to 10’ just inside the store’s front door. The Decompression Zone is used to slow shoppers down from whatever speed they entered the store to a comfortable shopping speed.

Speed Bumps: Speed Bumps are fixtures or displays that are located approximately 15 to 20’ inside the front door of the store. The Speed Bump’s job is to stop the shopper and redirect his or her focus to the merchandise. They work the same way speed bumps in parking lots work.

The Impulse Zone: Watch out for merchandise displayed on tables in the aisles, on the end features (the part of the gondola that faces the aisle), and at the check out counter. These areas are where you are most likely to pick up things you did not intend to purchase.

The Wall Stripe: Ever notice how some stores paint horizontal stripes on the walls, a few feet below the ceiling? That’s to make shoppers eyes stay focused on the merchandise.

Disco Music is the Sound of Money: The right music can actually make you spend more money. That’s why familiar, up beat music is played during busy times. Disco seems to put everyone in the mood to buy.

Shopping Carts and Baskets: Do you know why the big box stores offer you a shopping cart or a basket when you walk in the front door? It’s because you’ll spend 25% more than you originally intended to spend, and up to 15 minutes longer in the store. The lure of the shopping cart/basket is so strong; we’re even seeing fancy department stores getting in on the action.

If It Smells, It Sells: The holidays aren’t the only time some retail stores smell so good. The old retail adage, “If it smells, it sells”, holds true all year long. Retailers light candles, and turn on the fragrance machines, to turn up the sales. Grapefruit is said to renew energy; Pine inspires positive feelings, and Cinnamon, bless its spicy little heart, is said to attract money!

Vertical Merchandising: Retailers display product in vertical rows so that customers are exposed to a greater variety of the assortment at any eye level. And since we’re naturally inclined to read from left to right, Vertical Merchandising encourages purchases because customers will see the entire selection of merchandise wherever they look.

Small Sizes on the Left, Large on the Right: Stores that sell similar items in various sizes obviously profit from selling the largest size because it’s likely to be the higher priced item. That’s why when a product comes in more than one size, you will always find small size of the product on the left, and the larger size on the right. This trick works because most customers are right handed, and will unconsciously reach for the item closest to their right hands, rather than reaching across their bodies or shopping carts.

“Hot Spot Cross” Merchandising: Every section of every fixture has what’s called a “Hot Spot Cross” – the part of the fixture that sells the best. Since most customers have a tendency to stop at the center of the category, the Hot Spot silently points out important merchandise. You can locate the Hot Spot in any fixture, simply by drawing an imaginary cross through the center of a fixture. Incidentally, fixtures such as gondolas, with many sections, will have a Hot Spot in each one of the sections.

Hot Spot and One to the Right: Remember this: “Hot Spot and one to the right.” Since most customers will reach for product with their right hand, the position just to the right of the center of the cross is an equally hot display area. Retailers use this space to display new items, and to energize product that might be suffering from sagging sales.

Visual Curve Merchandising: Visual Curve Merchandising involves the use of slanted shelves to increase the customer’s strike zone – the amount of product the customer sees in just one glance.

Cross Promotion: Cross-merchandising is a technique that mixes different product categories together allowing customers see and buy more because they can easily visualize how the items will work together. Cross Merchandised items are the ones hanging on clip-strips throughout the store. Drug stores are great cross merchandisers: If you had a cold, and came in for cough syrup, you might also be in the market for disposable spoons, Kleenex, or juice. Drug store retailers are more than happy to put it all together, making it easier for you to spend more money when you’re feeling lousy.

Gift Cards & Gift Certificates: When it comes to choosing the right present, gift cards may be a no-brainer for you, but they are a windfall for retailers. You may love that cashmere sweater Uncle Bob gave you for Christmas, but there’s no guarantee that you’ll ever personally shop in the store that it came from. Enter gift cards.

According to a study by ValueLink, the gift and spending card service of First Data Corporation, 54 percent of consumers spend the initial value of their gift card within one month; 61 percent of consumers spend the initial value of their gift card in their first visit; and 56 percent of consumers spend more than the initial value of their card.

The Checkout Counter: Even the placement of the checkout counter encourages you to spend. Smart retailers never place the checkout as the first thing shoppers see. Instead, it’s generally located near the front, toward the left of the store and a natural stopping point.

Rich Kizer and Georganne Bender are nationally recognized experts on customer diversity, marketing and promotion, and everything retail.

Source: Kizer and Bender Speaking

Contact: Georganne Bender or Rich Kizer (630)513-8020
http://www.kizerandbender.com/ info@kizerandbender.com

Secondary contact: Ruth Furman, publicist (702) 255-8288 ruth@ruthfurman.com

If You Knew What Was In-Store for Tomorrow, What Would You Do Differently Today?

2012-10-31T10:18:00.001-05:00

The changes happening right now on the retail landscape are by far the most sweeping changes retailers have ever experienced; and the end is nowhere in sight. The question is: Are you ready? And ready for what?

Our changing world has revolutionized the consumer; gone are the days of unrewarded loyalty and little competition. Shopping choices are endless, and those choices will force you to change the way you do business. In today’s hyper-competitive market you must utilize every tool available to you. And then some.

Easy living

In 1969 Zager and Evans wrote a song called In the Year 2525. (If you’re old enough to remember it you’ll be humming it for days. You’re welcome. ツ )

The lyrics included, “In the year 5555, Your arms hangin' limp at your sides, Your legs got nothin' to do, Some machine's doin' that for you...”

We’re not there yet (whew!) but we could be on that track. Easy access to technology has created opportunities for all sorts of retailers. And it’s made it easier for shoppers. For example:

q You don’t even have to get off the couch to shop at HSN. That’s right, the Home Shopping Network lets you order product using only your TV remote control. Or you can kick it old school and place your order via telephone, on-line, or mobile app.

q Leave your wallet at home on your next visit to Starbucks. Simply download the Starbucks app, set up an account, buy a Starbucks gift card, enter the number on the back of the card into your smartphone, and load the card with cash from your credit or debit card. When you’re ready to pay, initiate the app and your phone will display a barcode the barista will scan. Simple, easy, in and out.

q Hate sales people? Then you’ll love shopping at Apple, because with Apple’s Easy Pay app you never have to interact with a real person again. The Easy Pay app jumps to attention whenever you enter an Apple store. Simply choose the accessory piece you wish to purchase (it doesn’t work with computers or tablets), open the app, scan the barcode, log-in with your Apple ID and you’re good to go. The app thanks you for your purchase and sends you a receipt via e-mail.

q On-line grocer Peapod has made it easy for tired commuters waiting for their trains to arrive at Chicago “L” stations to do their marketing. Instead of gray walls dotted with graffiti and lined with advertisements, the “L” stations have been transformed into life size virtual supermarket aisles. Need milk, eggs, and laundry detergent? Easy. Scan the barcode on the virtual store shelf and the items will be delivered to your home within a day of placing the order. Next up: product pick-up stations where you can pick up your order instead of waiting for home delivery.

This future technology is easier than you might think. Start off with QR Codes, those funny little black and white boxes that hold a wealth of information. We’re seeing QR codes all over the place these days: in magazines, on ads, billboards, store windows. Everywhere, including an airplane pulling a sign with a King Kong sized QR code behind it. Good luck trying to scan that baby…

The best use of QR codes is right on out sales floor. HomeDepot, Best Buy, and Macy’s are committed to QR codes. You‘ll find them in-store on signing, POP materials, as shelf talkers, and on the hang-tags that go home with the customers after purchase. Want to teach customers how to use your product? Use QR codes, they’re free and easy to make. Google QR codes and hundreds of free sites will pop up. You’ll be in the information sharing business in no time flat.

Consumer Trends

Your customers are changing, too. There’s a new kid in town, a consumer who likes to share the cool things they find. Trendwatching.com, a company that scans the globe for emerging consumer trends, insights and innovations calls them Socialites.

Socialites are shoppers who have moved from “I gotta have it” to I gotta share it”. They’re curators who enjoy telling the world via social medias about their favorite products, places, and experiences. Imagine the impact this could have on your business!

Socialites play into what Trendswatching.com calls the F-Factor, a trend that is critically important to retailers. If your customers interact about your product and/or store with their networks of friends, fans, and followers, your store better be worth the trip. The F-Factor helps customers determine where to go to buy.

Friends Don’t Let Friends Search Alone

You need to book a hotel, but you aren’t familiar with the city, so you go to a site like TripAdvisor.com and read the reviews. The thing is you have absolutely no idea who wrote them. Those nasty comments could have been written by a cheesed off competitor. Enter Bing and Decide Search with friends, the search engine that allows you to interact with Facebook and Twitter friends to get the inside scoop on all sorts of things.

Good, Old-fashioned Retail Ingenuity

Not every new trend has to do with technology. More and more we’re hearing about independent retailers looking for new ways to reach customers. Mobile stores are huge, just ask Amy Chase, owner of Haberdash Vintage in Boston, Massachusetts. Amy’s mobile shop is a truck that moves to a new area each day, using social medias to help shoppers find her. But Amy isn’t alone, mobile shops are popping up all over the U.S.; even big names like designer Cynthia Rowley, and the chain store Madewell, are using mobile shops to increase visibility and sales. Think of what this could mean to your business.

Fine dining at the grocery store

Most people go to the super market, grab a cart, and start to peruse the aisles. Shoppers do that at Wegmans Food Markets, a family-owned regional supermarket chain headquartered near Rochester, New York too, but they also go there to be entertained.

Wegmans understands Shoppertainment, that unique combination of shopping and entertainment that keeps customers close. On a typical Friday night at Wegmans you might find people enjoying a wine tasting in the store’s Pub – an honest to goodness, in-store full service restaurant that’s located right in the store. You might meet a family taking enjoying free movie night, couples ballroom dancing, or rocking out to a live band. Wegmans cult following is so strong that earlier this year a high school honored the chain with a full on production of “Wegmans…The Musical!” How cool is that?

So, what does this mean to me?

We could fill this entire magazine with retail trends that will ultimately change how you do business. Early adoption is critical because customers today expect you to have all the answers. We’ve created this exercise to give you a starting point and to get your creative juices flowing:

q Draw three columns on a sheet of paper.

q In the left column, list new trends you’ve seen or enjoyed in other businesses that you think would work well for your business.

q In the center column, list ways you can spin each idea to make it easy-to-implement and unique to your store.

q Keep this worksheet in a convenient place, but don’t look at it for a day or two. You need some time to move away from your initial thoughts.

q In a few days, review the ideas in the center column. Then use right column to expand on them, adding ways you can get the word out about your new services, conveniences, events, product, technologies, etc.

q Ask your team to do the same exercise. Let them know that it’s okay to think outside the box and that no idea is a bad idea. You’ll be surprised at how many ideas they’ll generate – things you may never have thought up by yourself.

Retail trends will come and go, what excites shoppers today will bore them to tears tomorrow. Keep up with what’s new, hot, and happening. And when you see a trend with potential, don’t be afraid to use it to your advantage!

13 Spooky Halloween Sales-Building Events

2012-10-16T08:11:00.000-05:00

By now your sales floor should be set to full-on Halloween. It's the second biggest retail holiday, make sure you get your piece of the Halloween sales pie! Just in case there's still room on your events and promotions calendar, here are 13 spooky ideas to help you get started:

1. Halloween Party Open House. Hold the event in early October and provide demonstrations of how to make party invitations, decorations, and more. Customers who wear a costume get a discount on purchases.

2. Bob for Discounts. Set up a traditional apple bobbing station, but attach different colored ribbons to apple stems. Each color represents a different discount.

3. Trick-or-Treat Street. Parents are looking for alternatives to traditional trick-or-treating. Provide a safe environment by partnering with the other stores in your area with games, crafts, and, of course, candy.

4. Scarecrow Contest. Get your staff in the holiday mood by having each department create a scarecrow with just items from their section of the store. Set them out for customer judging.

5. Pumpkin Decorating Contest. Give away a limited number of pumpkins in the week leading up to Halloween. (You can set a requirement for receiving a free pumpkin. Buy a class, get a pumpkin. Any purchase over $25 gets a free pumpkin, etc.) Set a deadline for customers to return their creations, and let other customers vote for their favorites.

6. Bag Decorating Contest. Invite customers to make a creative trick-or-treat bag.

7. Guessing Jar. Place plastic spiders, eyeball marbles, or other creepy items in a jar. Let customers guess how many are inside.

8. Halloween Safety Seminar. Check with your local police department for trick-or-treating rules and safety tips, and then hold a free seminar in your store. Be sure to talk about all your glow-in-the-dark products that can add to costume safety.

9. Costume Contest. Hold a costume contest, but get creative with it. Categories for judging could include Best Costume on a Pet (or incorporating a pet); Best Homemade Costume; Best Use of Beads, Sequins, and other Sparkles; Best Use of...

10. Mask Seminar. Invite a make-up artist to show how to make a creative mask with face paints – an option that is safer than plastic masks. Make it like a Mary Kay party – everyone gets their own mirror and make-up tray.

11. Adults-only Costume-making Open House. Halloween is enjoyed by adults just as much as kids. Host an event to show off a variety of costumes they can make with items from your store.

12. Pre-Halloween Crop. Help your scrapbooking customers get their pages all set up for those costume photos by creating their pages in advance. Or invite customers to come in to have their costume photos taken in your store; then they return later to pick up the pics and crop them.

13. Take advantage of Twilight and Harry Potter mania. Host Twilight and/or Harry Potter events in your store. Both of these series are big with fans of all ages. Learn more about Twilight here, and more about Harry Potter here.

Need more ideas? Give us a call!

Intellectual Property Law and Social Sharing Challenges

2012-10-11T14:24:00.001-05:00

Our friend Nancy Nally, founder and editor of Scrapbook Update, shares an interesting story about intellectual property law and navigating social medias. An important read for retailers, designers - anyone using social medias.

Archiver’s Pinterest Misstep Highlights Social Sharing Challenges

A minor brouhaha that occurred recently involving some Archiver’s stores’ use of content from Pinterest has once again highlighted some of the challenges for companies of navigating the internet’s social sharing websites and trends.

The story starts very simply: Archiver’s curates Pinterest boards that combine their own in-house content with content pinned from elsewhere. They apparently wanted to highlight their use of Pinterest to interact with their customers, and so they decided to encourage their stores to put their in-house Pinterest content on display in stores with an “As Seen On Pinterest” label on it. Sounds straightforward.

What actually happened was a bit different, however. Several high profile industry designers discovered that their work was on display in one of the stores, without their permission, with the Pinterest label on it.

So what happened? How did a program seemingly designed to use in-house content to promote the Archiver’s Pinterest account go so far off track? The answer is pretty simple, and is a familiar theme to anyone creating content on the internet: lack of intellectual property law knowledge.

Marketing programs like this are designed at the corporate level and then implemented at the store level by the company’s “boots on the ground”. Perhaps instructions about how to execute the program were misunderstood. But they could not have been misunderstood in a way that had these results if the people on the receiving end of them understood the social sharing platform in question and IP laws.

We have not historically placed a lot of value on either IP law or educating people about it. I remember in college in the early 1990′s having to go to Kinko’s to buy “course packets” of photocopied materials assembled by professors, until lawsuits put a stop to that practice. An entire generation grew up sharing “mix tapes” and copying tapes to share with friends, or recording songs off of the radio. It wasn’t that we didn’t care that it was illegal – it was that we weren’t taught that it was illegal in the first place. And no one seemed to care except in the rare instance (like the course packets).

Fast forward to the internet age, and now we are all content creators and sharing on the internet it seems. And we are surrounded by what seems like freely available content for our use. How do we know what we can and cannot do with it? We were never taught IP law, and yet it is suddenly central to our day to day lives in ways we could never have imagined.

Complicating things are that everywhere we go on the internet, we encounter different sharing platforms with different copyrights built into their terms of use. On one end of the spectrum there’s YouTube, which is built with the sole purpose of sharing video and making it usable by others. On the other end, there’s Pinterest, whose sole purpose is to serve as an index to link back to original content creators. In between, you have Flickr, which lets each user set a different allowable usage on each item they upload (using Creative Commons). And then of course there’s a million other sites, each with their own specific usage terms.

It’s not easy to know what you are allowed to do with that item you are looking at on your screen.

For businesses, this creates special dilemmas since a business can end up responsible for infractions committed by their employees on their behalf. So how much do you assume that your employees know about IP law? The safest answer is probably – assume nothing. This means taking on the burden of educating your employees if they do anything in their job that could be related to intellectual property (which is hard to avoid these days). It means expense, and extra time and effort – but it’s an investment that can be great insurance against the sort of PR issue that hit Archiver’s this week, or against the cost of copyright violation suits.

Long term, this is just another example of why as a society we need to think about educating our citizens on intellectual property the same way that we educate our kids about government, and the legal system, and the other things that they need to know about to be good citizens. Knowledge of intellectual property and how to handle it is becoming too central to our existence for everyone to not have basic education about it.

About Nancy Nally

Nancy Nally is the founder & editor of Scrapbook Update and the owner of Nally Studios LLC (formerly Balalaberry Media). She's also the Modern Business columnist for Creative Retailer magazine. Her self-paced class "Pro Press Releases" is currently available from Big Picture Classes, and she can be seen appearing in two shows on the currently airing season of the PBS series "Scrapbook Soup".

Pre-Holiday Homework Part 2

2012-09-21T00:00:00.000-05:00

So far your Holiday Things to Do List includes Planning your holiday in-store events, hiring seasonal staff, and covering the basics. Let's continue.

4. Choose a holiday theme. What’ll it be this year? Home for the Holidays? Victorian Christmas? It's A Wonderful Life, A Christmas Carol, or The Nutcracker? Whatever store décor theme you choose, go for it! These over the top displays have a job to do: put customers in a happy mood to spend. So, set your windows to sell, play holiday music, and holiday-ize your dress code. Serve Christmas cookies and cocoa on weekends. Set a schedule of what needs to happen and when and stick to it.

We’re here to help with holiday themed, print-ready poster packs created specifically for small retailers. Visit JingleBellsChristmasSells.com to order.

5. Set your sales floor to encourage holiday sales. Make a list of these key areas and check them daily:

q The Decompression Zone is the first 5’ to 10’ just inside your store’s front door. This is where shoppers refocus and collect themselves for the shopping ahead. They will miss anything you place here, so put your DZ to work by leaving it empty. Just beyond the Decompression Zone is where the shopping begins.

q Speed Bump Displays are small tables loaded with irresistible product that are placed front and center, just beyond your Decompression Zone. Their job is to stop busy shoppers in their tracks and redirect their focus to your merchandise. Change your Speed Bump displays at least once a week, whether they need it or not.

q Keep shoppers hands-free! Customers who shop with a cart or a basket spend 25 percent more in dollars and up to 15 minutes longer in the store. Place your carts and/or baskets just past the Decompression Zone and throughout the store. Keep an eye open for customers carrying product; you’ll want to get them a basket ASAP. We tend to tend to stop shopping when our hands are full. The Good-L Corporation makes shopping carts for even the smallest of stores. Visit BigBasketCo.com and take a look at their “basket carts.”

q Cross-Merchandise by displaying complementary product together, you’ll save shoppers time and sell more stuff! Bundle items on tables; create kits, cross-merchandise with clip-strips and j-hooks everywhere you can. You’ll encourage add-on purchases and increase your average sale. SouthernImperial.com has a wide selection of cross-merchandising accessories to choose from.

q Impulse buying at the cash wrap. Women are infamous for making purchases on impulse, that’s why your cash wrap should be loaded with product she just can’t pass up. Set a fab display of gifts on the wall behind your cash wrap so customers never stop thinking about your merchandise. And be sure to place displays of cool product within reach of the cash wrap, so customers can continue to shop while they wait on line to pay for their purchases.

q Encourage gift card/certificate sales: Studies show that 80 percent of customers spend more than the face value of the gift card, and 40 percent of customers spend more than twice the face value of the card. Push them this holiday – you can’t lose!

A gift card stuffed in an envelope doesn’t look like much, even if it’s for a high dollar amount, but a gift card that’s placed in tissue paper and wrapped in a pretty gift box or a hand-quilted pouch is something special. Your gift card packaging builds a perception about your store in the customer’s mind when she opens it. Don’t skip this important step!

6. Work your social medias. Social networking builds word of mouth, the number one thing that brings new customers to your store. Give it some extra oomph this holiday season.

q Increase your number of e-mail blasts from one to two a month, to three to four a month. Customers expect extra offers during the holidays. And remember, not every one has to include a deal. Offer gift suggestions, holiday décor ideas, and more.

q The photos you choose to represent your store need to stand out on a busy news feed. Choose photos that are easily identifiable and add a holiday twist.

q Talk about product and services that make great holiday gifts. Always include a photo, and pepper your posts with the words Christmas, Hanukkah and Holiday. Gift certificates are strong sellers during the holidays, so promote them weekly. Use Facebook’s Post Promoter to draw attention to posts you don’t want fans to miss.

q Offer coupons and inside deals that are only available via your social medias – if someone is not a friend or follower they miss out. Encourage customers to join you online via your social medias, website, e-mail blasts, newsletters, and signing in your store.

q Use the Facebook Events tab to help you organize and promote your holiday happenings. Invite friends and fans, and encourage them to invite their friends as well. You can see who RSVPs, comments, and more.

q On Twitter, holiday related hashtags – #Christmas, #Hanukkah #holiday, #gifts, #coupons, #Santa, etc. – at the end of your tweets will help you connect with an audience that reaches far beyond your current followers.

And when Holiday 2012 is over, after you take that well deserved, week-long vacation in Hawaii – BACK TO REALITY! When the holiday dust settles, make notes about what worked and what didn’t, and what you wish you would have done differently. Your notes will be important when it’s time to plan Holiday 2013. Yep, retail is in the details. If you get stuck for ideas, give us a call. We’ll always happy to help!

Pre-Holiday Homework Part 1

2012-09-17T16:37:00.002-05:00

The old adage, “Retail is in the details” is never truer than it is during the holidays. Those details, dotting the I’s and crossing the T’s, that may not seem so important when the thermometer reads 75, but they make all the difference in the world when you have a store-full of impatient shoppers on December 15^th. Ready to make your Holiday Things to Do List? Let’s go!

1. Plan your holiday in-store events. This is not an option. You need to host at least one major and one to two minor events every week in November and December. And you need to do something to thrill shoppers on Black Friday. Type "event ideas" in the search box above and you'll find lots of great ideas or visit JingleBellsChristmasSells.com for a copy of our holiday planning e-book that’s loaded with event ideas and fully customizable templates.

2. Hire seasonal staff. You can teach people how to work with customers, but you can’t teach nice, so choose your temp staff with care. This is the time of year when testy shoppers get well, even testier. Commit to a training schedule, and partner each new hire with a seasoned associate who can mentor them throughout their holiday employment.

Hold a meeting with your mentors before the new hires arrive; you’ll need to explain the program, and your expectations. This meeting will also alert you to training needs you may have not been aware of that need to be addressed with everyone on your team.

3. Cover the basics.

q Repair, repaint, and replace everything on your To-Do list now, you want everything crossed-off the list by mid-October. You don’t need the hassle of replacing the valve in the ladies room toilet a week before Christmas.

q Take a physical inventory of your “never out” store supplies, the things that would be an absolute disaster if you ran out of them on a busy Saturday. Bags and gift certificates top the list, but even toilet paper is important.

q Create your Top 10 Lists of Not-to-be-Missed Holiday Gifts that are available from your store. Do your lists by product category, age, gender – whatever makes sense and will help you sell more product. Every staffer needs to know what’s on it so they can make smart gift recommendations. Have plenty of copies on hand and place them throughout the store. Feature your lists on your website, social medias, in your newsletter, and on bag stuffers. Make it easy for non-quilters to buy the perfect gift this year!

q Be prepared on December 26 with a plan to clear leftover holiday products. Decide what needs to be marked down, how much it will be discounted (hint: the first markdown should be the deepest), and how it will displayed on the sales floor.

q Determine how you will handle customer returns. Make sure that your customer-friendly return/exchange policy is clearly posted in the store, behind the cash wrap, and on your website. You may also want to include it in the not-so-fine print on your holiday bag stuffers. If holiday sales are brisk in your store you may also want to decide now where and how returns will be processed: at the cash wrap or on a separate table?

q Nuke the auto-response, “Would you like your money back?” Instead, ask the customers if she’d like to look around for something else, or maybe she’d prefer a gift card. You’ll save more sales that way, but if she insists on a refund, then give her one with a smile. You want these customers to come back and shop with you again.

Watch for "Pre-Holiday Homework Part 2" coming soon!