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Retail: on Being Unique

How is it that some companies are able to expand in this time of economic strife while others cannot?

Well, it wasn’t some form of magic that helped these retailers survive and do better than others in difficult times. They had information and they used it.

Information is the key. These retailers know that this situation is not permanent, and many have been through similar economic times and survived; many have even thrived.

Part of this information is having the ability to know where customers are coming from and then using this data to know where to focus marketing dollars or even to determine where a new store location should be.

At this time, commercial real estate is in a bind and there are many empty locations. This makes it quite possible to work out a short term lease to not only move merchandise but also test new locations. Or for many of you who are in locations with empty store fronts adjacent to your stores, or at least in the same center, you can contact your center management and take advantage of these empty windows to promote your own location.

More importantly, information also tells a retailer what kind of merchandise to buy and how much of it they should purchase. Guessing and “looking†at inventory will eventually begin to bite into a retailer’s profits without them even realizing what is causing it.

With information, you can also become unique, and stand out from other retailers. That’s what I want to focus on in this article.

Have a Store Window Contest

As most of you probably know, it is critical to keep your stores looking fresh. One easy way to do that is to change your store window displays frequently, at least every month, if not weekly.

In a forum posting, I came across a great idea to keep your window displays fresh. It talked about having a contest with your employees. Create teams of two people who would rotate to dress the windows either weekly or monthly. Every time the windows change, take pictures of the final display.

At the end of the year, ask your customers to vote on their favorite window, and reward the winning team with a prize (paid time off, gift certificates, etc.). You might be surprised just how creative your staff will get!

Building Your Brand with a Website

A website helps you establish your brand and allows people to find you. Nowadays, the Internet is often where people look when trying to find information, resources, places, etc. So, a simple website just consisting of your location, phone number, a map, contact form, and special sale events is all you would need to start off with. A small website doesn’t cost much at all, and is well worth the small investment.

Further down the line, you may want to consider expanding your sales at the store level to the Internet and sell online. This way, you can offer eCommerce to shoppers who visit your site and want to buy your merchandise.

Communicating to Your Web Visitors

A website does more than putting your presence and brand on the Internet and allowing you to sell inventory to anyone anywhere. It can capture the identity of your web visitors by using a contact form which provides you with the means to communicate with them later. You can use those email addresses to send out coupons, flyers and announcements, all at no cost to you.

I recently received a call from a retailer who was working on a web integration project- the focus was to add email addresses to their customer data base. Could I work on a process that would take all of their email address and export this data to take advantage of email blast to their full customer base? My response was an enthusiastic yes!

This was a small company in Cave Creek, Arizona and the embracing of technology for Customer Relationship Management was very encouraging.

I created a report and worked with their web site developer for an afternoon showing her what we could provide in terms of information for export. What a surprise it was to find that when the actual report was run there were exactly two email addresses that had been captured and entered.

The owner of the business had made an assumption that all of this data was being captured and accurately entered. She failed to include her staff in the plan- the ultimate goal of this project was a well kept secret!

When the staff learned of this project a flood of ideas came forth – personalize the emails based upon the specific product type purchased by the customer. Can we address the customer by name in the email greeting? Can the individual sales personnel be the signature on the email blast and then send emails not just as a promotion but also as a thank you for your purchase?

These ideas came from the staff. They are now very enthusiastically capturing email addresses as this project is now theirs, they have a responsibility and are showing ownership.

Of course capturing the data is the first part; actually putting the data to use gets results.

For example, a specialty store in Manhattan sells high end kitchenware and home appliances. On a monthly basis they run a report that gives them the address of all of the customers that have purchased high-end vacuum cleaners that require replacement filters on an annual basis. This provides contact with his customers, offers them a service by maintaining their expensive vacuum cleaners and provides a monthly revenue stream.

Build Loyalty on the Internet with a Blog

There are many reasons a retailer should have a Blog (Web Log) with their website.

1. It provides fresh content to your website.
2. It gives your customers a reason to come visit your website on a regular basis.
3. It's a fabulous way to stay connected with your customers.
4. It enables your customers to see and know what's happening in the store.
5. It's a great marketing vehicle—you can promote your blog on other blogs, which will spread the word about your store.
6. You'll be creating a community and better relationships with your customers, instead of only seeing them in person once in a while.

I think a blog is a more personal vehicle for you to express your thoughts, show your personality and talk about your store (i.e., what's new there and what's happening). You can also give customers a little insight into what it takes to run a store.

Feel free to blog about unpacking 20 boxes in one day—take pictures of the inventory, and the mess! Talk about the challenges of being a store owner, and most importantly, talk about your new merchandise. And show off your merchandising! You'll give customers examples of what they can do in their own home with your products.

Host a Store Event

In another retail forum, I came across a posting I want to share with you here:

Last weekend I decided it was time for a new pair of running shoes. For me, shopping for new running shoes is very exciting because it combines two of my loves—shopping and running!

I shop for running shoes at an independent shoe store (one that specializes in runners) because I love their selection and their customer service. And when I was at the register paying for my new shoes, a postcard caught my attention. They're hosting a Diva Event for their female shoppers… wine, cheese and a custom bra fitting. I think it's a very clever idea for a store promotion, and here's why:

1. Strong design—the postcard has a great design and immediately caught my attention.
2. Informative content—the promotion will include an educational component that is interesting to female runners.
3. Free wine and cheese—everyone loves something for free.
4. Discount—20% off all apparel… second best to something for free is a good discount.
5. Clever promotional concept—what woman doesn't want to be a diva for a night?

There are other ideas for hosting a store event. Invite customers to a tree lighting and give everyone who attends a free ornament, or invite a local artist you have featured in your store to do an in-store demonstration, or throw a girls' night out party.

Sell more products that can be personalized.

Lots of vendors are offering lines that you can personalize in the store, or that they will personalize for you and ship directly to the customer (or to your store). Expand on these lines as much as possible.

Individualize your store by offering classes

The more you interact with your customers, the more you can sell. A few ideas: 10 tips for decorating like a designer for the holiday season, or how to trim the perfect holiday tree, or creating the perfect wreath. Of course, you'll be selling some of the products you're talking about, and if you don't feel comfortable teaching the class, invite a local interior designer to help you out. You can pay them by working out a trade (merchandise and/or store credit in exchange for teaching.

Show why your merchandise is unique

Provide more information on the products you sell. If you sell products that are handcrafted, imported from an exotic location or made from something recycled, make sure you're communicating this to your customers.

Don't just rely on word of mouth: frame signage explaining why the merchandise is so unique. Make sure you have additional print-outs on hand (on card stock paper) and give one to everyone who purchases one of the pieces. It will help you sell more products, and add a special touch when it's given as a gift.

Provide stellar customer service

I'm talking about customer service again, but you know the more service you provide, the more customers will enjoy the experience and return for repeat purchases!

The successful retailer is in it for the long run, looking to not only maximize profits but create a growing customer base that is in it for the long haul.

Customer loyalty; we all talk about it. A happy customer tells 2 to 3 people how happy he is and an unhappy customer….well, we all know the adage. Keep them happy and coming back. Provide a shopping experience- Music and lights, signature fragrance.

Part 2

I talked about using information and some creative ideas to become unique and stand out from other retailers. Now, I’m going to discuss being unique from a different angle.

It has nothing to do with using your technology better. It isn’t about some clever ideas I’ve come across in the retail sector. And it doesn’t get into retail gimmicks. It has to do with using information you already have to improve your customer relationships, and about how you can make your work environment better for everyone, including employees.

Hug Your Customers

Jack Mitchell, author of “Hug Your Customers†and “Hug Your Peopleâ€, starts his morning at 5 o'clock with a cup of coffee and the previous day's sales report. The clothing retailer lives for data. His company's "custom-made" software tracks what customers buy, as well as their golf handicaps, where they work, and whether they root for the Yankees or the Red Sox. "The technology," he says, "has helped us grow the business by getting closer to the customer."

• Remembering the name of your customer's dog
• Calling a customer to make sure he's satisfied after a purchase
• Having a kids' corner with TV, books and treats
• Knowing your customer's golf handicap
• Introducing customers to business contacts
• Letting your customer use your office to make a personal phone call

Hug Your People

The Mitchell Blueprint to hugging your employees has five principles: Nice, Trust, Pride, Include and Recognize. He goes into all these aspects in the book, giving examples of each principle.

In the Nice chapter, for instance, he explains how important it is to just be nice to people, and how easy it can be. He shows how easy it can be to forget this as well. One simple way companies stay "Nice" is by getting "Nice" employees.

Mitchell suggests different ways to notice these traits, many in an interview--the handshake, meeting eyes, the way they sit--and offers open-ended questions to use in this situation such as "Share the nicest thing you've done to another person" or "Who is the nicest person you know."

Mitchell also talks about the importance of maintaining a fun working atmosphere. Sure, business has to get done, but like his son Bob tells his people during a meeting, "Let's all make twenty customer calls today, but lets have fun doing it."

It is in this atmosphere that the Trust Principle comes into play. People that work for a "fun" place also have to take responsibility for their actions and how they affect others.

The Mitchell Blueprint, with its five principles, helps companies develop ways they can incorporate "hugs" in their company. Each principle makes up a part of the book, and each part contains a study guide.

This may seem elementary to a lot of business people (and it should), but it is a great reminder that people like to be assured, patted on the back and given a hug once in awhile, and this book reminds us all of that.

Five C's:

1. Caring
2. Compassion
3. Cooperativeness
4. Consistency
5. Cash

Personalizing relationships means you try to figure out what's important to everyone and how they feel, and to find a unique way to "hug" them that makes them think, Wow, they care about me, they truly care about me; this is such a nice place to work.

You can alter a blue blazer or sell aluminum siding at many places, but in order to be nice to the person in the cubicle next to yours, you need to personalize the relationship by knowing about their aspirations and tribulations, and then to demonstrate that you genuinely care about them.

How well do you know your colleagues, your coworkers? And how many do you really know?

There is humility—this is a tremendously unappreciated value. Everyone's heard of companies where the big shots fly business and first class while the underlings fly coach on the same plane. Or where some of the leaders and managers are prima donnas and self-centered, and yet are constantly demanding this or that from their workers without taking time to recognize how hard their employees work. Under that sort of harsh leadership, work becomes just a job, not a career, and there's little or no loyalty at all to coworkers or to the company.

Our definition of humility is an environment where people, especially leaders and managers, don't think they know it all and everyone is not only willing but encourages others to succeed. It's never saying about yourself or your business that you're "the best," but behaving as if there is room for new ideas.

The leaders have no problem saying, "I don't know" or "Now that you've pointed that out, I've changed my mind." It means standing behind someone, not stealing credit for ideas that weren't yours, and enabling others to shine rather than always grabbing the spotlight. There's a sense of togetherness and of putting others' needs ahead of your own. It means fessing up to mistakes. It means apologizing.

Now, these things aren't necessarily easy to do, and we're not always perfect at them—in fact, many times it's downright difficult to remember to do them unless they come naturally to you. But they really matter.

When there's humility, everyone is also encouraged to feel as equal as possible.

In summary, you can be unique just by caring. Everyone cares in their own way, and by going over-and-beyond the normal “care about your customers†approach, you can stand out by going that extra mile more.

To be unique, in the end, is all about standing out from others and make customers remember you, be loyal to you, and want to keep coming back.

Retail POS software technology recommended to manage customers better:

• Retail Pro
• CounterPoint SQL

About the Author

Peter Pishko got involved in the retail industry in 1984, managing specialty retail stores. He has been at the forefront of retail and technology convergence for over twenty years with extensive knowledge that encompasses store operations and substantial technical knowledge regarding computer systems, databases, and how to get the most from integrated retail technology solutions.

January 12, 1966 Auerbach wins his 1000th game

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