2024 is the Year of Thinking BIG!
Welcome
to 2024, a brand new year to make your store a stand out! Keep customers coming
back for more with these non-stop traffic-building, profit-producing, attention-grabbing,
sales-generating, competition-miffing, customer-winning strategies every
retailer should embrace:
Windows that Wow
1. Choose
a theme for your monthly window displays. There are plenty of national and
fun holidays to choose from each month or make up your own. Carry that theme
throughout the store.
2. Keep
it simple. People need to be able to take in the message of your windows in
eight seconds or less.
3. Chose
a backdrop that makes the merchandise pop. A vertical backdrop – a photo
poster, hanging lights, or unfurled bolt of fabric – will draw the eye up and
down as well as forward causing shoppers will see more of your window display.
4. Add
your telephone number and web address in 10-14” white reflective vinyl letters
at the center bottom of your main windows. Now, potential customers can
easily get in touch or check your website even when your store isn’t open for
business.
5. Light
your window displays at night. This is especially important if your store
is located in an area where people tend to walk, and areas populated with
restaurants and bars. You can’t buy what you can’t see; lighting entices people
to come back when your store is open.
6. Create
an instant display with window graphics. Use photos you own, or have
permission to use, that are blown up to fit your window space. We like perforated
window graphics that show vibrant photos on the outside while allowing you to see
clearly out of the windows from the inside.
On the Sales Floor
7. Work
your Decompression Zone. Remember, its job is to transition customers from
whatever they were doing outside of your store and refocus them on shopping. People
don’t start thinking about merchandise until they are at least 5-10’ inside the
door, this means that the baskets and signs and samples that fall within the
decompression zone will e missed. Place these items just beyond the
Decompression Zone where shoppers are more likely to see them.
8. Pay attention to your first 10 second impression
Stand
just inside the front door and look around. In the first 10 seconds inside your
door shoppers are making value judgements about what they see, thinking “Should
I grab what I need here or head to another store to browse at my leisure?” View
your sales floor from just inside the door each day, checking to ensure you are
giving shoppers the impression you intended.
9. Check your sight line. While you
are still at the front of your store check its sight line – you want shoppers
to be able to see into and through the sales floor. Get rid of tall fixtures
near or at the front that block product housed behind them, and make more
displays visible by placing shorter fixtures near the front, and taller
fixtures towards the rear of the store. Remember, the more a shopper sees, the
more she’ll buy.
10. Provide
customers with carts or baskets to increase sales. Customers stop shopping
once their hands are full so offer every shopper a cart or basket, at the very
minimum, ask to hold items they are carrying at the cashwrap until they are
ready to check out.
11. Place
Speed Bump displays just beyond the
decompression zone. These important displays are the customers’ first impression
of the store upon entering. Use small fixtures or stacking tables to group
irresistible products together.
12. Cross
merchandise everywhere. Always think about additional products you could add
to a display that will save customers time and increase sales. Around the store
look for places to add J-hooks, clip strips, power panels, and other
inexpensive fixtures designed to help you sell more
13. Implement
the Pyramid Principle in displays by placing a tall item in the center of
two smaller items. This causes the eye to unconsciously seek the tallest item
before scanning the smaller items and the rest of the display. The more they
see, the more they buy.
14. Look
for props in unusual places, like thrift shops, garage sales and on trash
days in tony neighborhoods. We have a friend who does very well collecting
unwanted furniture she restores and sells to retailers for props, and to customers
for home decor. Have fun with your fixtures!
15. Sign
your displays. Most indie retail stores are undersigned, yet it’s a fact
that displays that are signed outperform displays that are not by 20 percent.
The message should be simple, indicating important features and price. Use both
upper and lower case letters and don’t use a font smaller than 30 points. Customers
who wear reading glasses should be able to easily read your signs without them.
16. The
Americans with Disabilities Act requires store aisles to be a minimum of 3.6’.
On your sales floor can shoppers easily navigate the aisles without bumping into
product? Can two customers easily shop the same aisle/area? And do customers in
wheelchairs have enough room to shop comfortably?
17. Do our
360 Degree Pass-By every morning before you open for business. Start at the
front door and walk every aisle in the store, finish with a look at the
cashwrap, service counter, cutting tables and rest rooms. Note areas that need attention
before the store opens for the day. Require all associates to do a 360 Degree
Pass-By before each shift.
18. Utilize a daily Store Opening Checklist, prepared by you or the night crew, that lists
the tasks to be completed the next day. Drop us an email for a customizable
copy of this form.
19. Set
a daily sales goal and post it at the cashwrap. Your associates will perform
better when they know what’s expected of them each day.
20. Hold
a ten minute JOG (Jog Your Memory) meeting each morning or at the start of each
shift. Discuss products, policies, promotions – anything store associates
need to know that day.
21. Take
time to visit other retail stores for ideas. Not just store like yours, all
types of stores. Visit popular chain and indie retail websites and social
medias. With your creative mind we guarantee you will come up with dozens of
ideas you can tweak to use in your own store.
At the Cashwrap
22. Policy
signing should be framed and displayed in a prominent place at the cashwrap. Your
return/exchange policy should be comparable to other retailers in your area
that sell what you sell. Try to eliminate the word NO, writing your policies in
a friendly voice. “No refunds or exchanges without receipt!” becomes
customer-friendly when changed to “We gladly accept returns and exchanges
within _________ days. Your receipt guarantees it.”
23. Place
a variety of impulse items at the cashwrap. High margin, inexpensive items
work best. Choose things quilters typically need but don’t forget items like
candles and body lotions. Women are huge impulse buyers so give them a
selection they can’t resist.
24. Sell
gift cards year round at the cashwrap. A
small display is all you need. Remember that the majority of gift card shoppers
spend more than the face value of the card and require more than one trip to
your store to spend it. That’s good news for you!
25. Use
the wall directly behind your cashwrap to display product. You never want
customers to stop thinking about product, even when they are checking out.
Instead of notes taped to the wall and piles of merchandise, use that space to
display featured items, new arrivals and impulse product.
26. Keep
a stash of frequently forgotten items at the cashwrap. Now, when a customer
says, “I forgot to get __________, I’ll get it next time.” you can reach under
the counter, grab that item, and save the sale.
Store Operations
27. Be
open when customers expect you to be open. There is no perfect answer to
when you should be open because the answer depends on time of year, your
competition and what shoppers expect. It’s important to note that a big percentage
of retail sales happen after 7:00 pm, which explains why malls and chain stores
stay open until 9:00 pm. You should be open some evening hours and on Sundays
as well.
28. Answer
your telephone within three rings. Choose the way you want your phone to be
answered and share it with all associates. A simple answer might be, “Thank you
for calling ______________! This is ______________, how may I help you today?” Don’t hide behind voice mail and don’t make associates tell callers about a sale or hours or whatever is
happening in the store that day before asking how they help drives
customers crazy.
29. Manage
your customer response times. Best practices say you should return phone
calls and respond to email requests within 24 hours and reply to text messages
within an hour. Don’t hide behind an automatic reply unless it’s absolutely
necessary. Not being responsive gives a bad impression of your business.
30. Control
your back stock. Before you reorder check to ensure there are no additional
quantities of that product already in your stock room.
If you
need a physical reminder, place a green dot sticker on the shelf or bin ticket indicating
that there is more of this merchandise in the stock room. When there is no more
of the item in the stock room replace the green dot with a red dot, indicating
that this item needs to be reordered. Add a black dot if the item is not to be
reordered or mark it down and move it to the clearance aisle.
31. Take
physical cycle counts. Even if you have a POS system it’s still important
to take periodic physical counts at shelf level to compare actual inventory versus
what’s on the POS report. If they don’t match you need to find out why.
32. Create
and maintain a Never Out Item List. These are the items that can never be
out of stock. Physically check this product against the list daily and re-order
as necessary.
33. Don’t
wait too long to take a markdown. Merchandise that isn’t selling doesn’t do
you any good collecting dust on a shelf. It needs to go to free up cash to buy
fresh, saleable product. Add a “sell by” date to price tags and bin tickets,
and mark down items as soon as sales start to slow down. Packing away product
for next year is rarely a good idea.
34. Control
your delivery dates. Yes, you can tell vendors when you want to receive
your orders. Accepting a late-season delivery doesn’t make sense if it arrives
too late in the season to sell, as does receiving and paying for goods far in
advance of actual sell time.
Marketing
35. Create
a weekly bag stuffer and hand one to every shopper. Getting them into the customers’ hand is
important. Regardless of the name, if you pre-stuff them into bags they will not
get read. Use your bag stuffers to advertise specific product, events or
whatever is important that particular week.
36. Build
a Brag Sheet that’s loaded with the services your store provides, awards,
conveniences, merchandise categories, brands, social media handles, return
policy, hours – everything that’s important to your customers. Print it on the
back of your weekly bag stuffer, add it to your website, social medias and
email blasts.
37. Send
an email blast at least twice a month. Choose a professional email
marketing company to create your campaigns. Constant Contact, Email Contact,
SnapRetail and MailChimp are just a few retailer favorites that offer a free 30-45
day trial. Try them all and then go with your favorite.
38. Collect
customer email addresses organically. Place a sign-up sheet at the register
and on your website. Host contests where the winner is notified via email and make
asking for the shoppers email part of the regular checkout process.
39. Every
email blast should have a clear message that encourages the reader to act by visiting your website or coming to
your store.
40. Pepper
your emails with large photos and less copy. People don’t like to read long
blocks of copy so keep the message short. Make every photo clickable, taking
the reader to your website for more information or to purchase. It should take
a reader no more than 20 seconds to fully understand the message you are trying
to convey.
41. 64
percent of people say they open an email because of the subject line alone.
Make sure yours are compelling.
42. Measure
your results. Every email marketing company provides you
with detailed reports on how customers responded. Keep the techniques that work
and tweak those that don’t before sending your next email blast.
43. Host one major in-store
event and one – two minor in-store events each month. A major event is one that builds traffic and packs your store with
customers. Do not confuse a major event with something that takes a long
time to plan. A class, trunk or fashion show can be a big undertaking, but it’s
not a major event unless it attracts potential customers who come to watch and
buy something while they’re there.
A minor
event might be a Saturday full of makit it & takits, demonstrations, and mini
classes. Minor events draw customers to your store but should not take a
lot of time to plan or implement. If the concept of events and promotions is new
to you, then begin by running one major event and one minor event for each
month of the year. If you’re already running events on a regular basis, you can
add as many as you are comfortable adding.
44. Create
a marketing and promotions calendar for each month of 2024. List dates and
deadlines for each part of your marketing efforts, including in-store events,
promotions, Facebook Live broadcasts, classes, email blasts, and social media
posts.
45. Toot
your own horn. Contact local medias and pitch stories about your store. The
majority of the stories presented by local media come from a press release, so
send one for each newsworthy thing you do in your store including awards, big
events, famous visitors to your store, contest winners, charitable works,
newsworthy associates, etc.
Social Media
46. Ramp
up your social media presence. Unless
you have a dedicated social media
person, choose one or two social media platforms and commit to keeping them up
to date. You should definitely be on Facebook and Instagram. Posting daily is
the optimal goal; three times a week is the very minimum you can do to keep
followers interested.
47. Continue
to boost your business online. Online selling is here to stay. Keep your
website up to date and choose a selling platform such as Comment Sold, Shopify,
Big Commerce, or Woo to help you automate.
48. Make
Facebook Live broadcasts a major of your
marketing. We know so many retailers who connect with customers via
Facebook Live. If you haven’t tried it yet (and why haven’t you?) it’s time to
get on board. Choose a daily or weekly time slot and stick to it. The same
selling platforms listed in number 44 will also help you easily sell via social
media.
49. Instagram
is more than just posting photos. Instagram Live is similar to Facebook
Live; Instagram stories allow you to post photos and videos that disappear after
24 hours, and Reels let’s create and post videos – people love videos! There
are even more options available, but if you choose to just post photos on your
Instagram grid that’s okay, too.
50. Use
hashtags to expand your reach. Posts with hashtags have more engagement
than those that don’t. Without a hashtag your posts only go to the people who
follow you, but posts that include hashtags can reach anyone who follows that
particular hashtag. Google “best hashtags for ______” to get you started. Be
sure to include a hashtag for your store as in #nameofyourstore.
One
more: Take care of yourself. Take a day off when you can. Start your day
with fellow business owners at your local coffee shop. If there’s no time for
that, then spend a few minutes catching up with friends on Facebook. Attend trade
shows that help your business and make you happy. Make dinner plans with
friends or better yet, go a day early and visit local stores with your pals.
Retailers
are some of the most resilient people in the world. There is no limit to what
you can do when you put your mind to it!
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KIZER & BENDER 2024 | ALL RIGHTS RESERVED | Retail Adventures Blog
