Very few trade shows can truly capture a variety of retail sectors. Lucky for us, ASD Trade Show does exactly this – and does it well! For over fifty years, ASD Trade Show has supported independent retailers with their unique goals of creating dynamic merchandising mixes for their stores. With over 2,800 vendors to choose from in the fashion, beauty, home, toys, garden and more categories, it’s no surprise retailers who attend ASD return again and again. Essentially, the ASD Trade Show is like six trade shows in one.

Plus! Retail Minded will be at ASD scouting the entire show for the best of the best. Follow us at @RetailMinded and at the Retail Minded Blog for live updates on the show. Then again… you may just be there! Don’t forget to apply to win here!

Learn more about the ASD Show at www.asdonline.com, as well as follow them on Twitter @ASDShow.

Hope to see you in Vegas!

If you’re being social in the online world, it’s likely you are doing so that you can make money. Am I right? In order to do this, there are various elements of tweeting and posting that need to happen in order for you to actually reach this goal. To start, you need a purpose.

What’s Your Goal?

Want to increase your e-commerce sales? Hope to get more store foot traffic? Looking to gain new clientele? Whatever your goal – or goals – are, support them responsibly through your social media actions. Check out our five point guide to being social with a purpose:

1. Know what you want. This means identifying why you tweet or why you post. This also means identifying what you don’t want from social media.

2. Stay focused. Don’t get lost in the clutter social media can bring to your world. Stay focused on what it is you want to gain from it. Remind yourself everyday if you have to, or give yourself a time limit to tweeting or posting on Facebook or LinkedIn. Don’t waste time by clicking on every post or pop up you see just because you can.

3. Identify ideal posts & tweets. This means getting rid of all the extra tweets, etc. that don’t relate to your goals. And  I’m not talking about other people’s tweets. I’m talking about yours! Be known for business, not your personal life, if that’s what you want.

4. Engage with others. No matter what, engaging is a part of social media. That’s why it’s called social. So just because you want things from people – such as them buying something from you – you must engage with your social media world in order to build relationships. Think of it as online customer service.

5. Be consistent. There is nothing worse than being lazy when it comes to social media. If you choose to make this a part of your marketing and sales plan for your business, then step up to the plate and do it regularly. Think of it as weight loss… if you eat a giant pizza then only lettuce the next day then pizza again the third day… will it work? Nope. It’s the same thing as social media. Consistency is key.

Finally, be realistic. If you know social media isn’t for you, consider hiring someone to do this for you. Some of you may even be okay eliminating it entirely from your business – though this isn’t ideal since we are living in a world where social media is only growing, not going away. Baby steps first, though. What’s your goal?

To help increase your opportunity for social sales, here are a few tips:

1. Announce new product arrivals or any other worthy news and monitor how much your traffic increases to your site as a result of your announcements. This allows you to also see sale increases during these times. It’s important to understand the relationship of sales and social media so that your time is spent wisely. Pay attention to what tweets & posts gain the most responses and link backs, as well.

2. Offer incentives to your followers on your social sites that would make them want to shop with you. Give coupon codes for purchases made during a specific time frame, for certain products or just because. Track the purchases made as a result compared to your total number of followers.

3. Allow old fashion communication to enter the picture. Social media is an extension of plain old socializing, which in shopping is part of the fun! People are familiar with this and some are even more comfortable with this. Include your phone number and email address as options for customers to connect if Twitter and Facebook isn’t their thing.

You should be open to the both the fun and the challenges of social marketing to allow for social sales if you want to be successful with online retailing. It’s tough, though. And competitive. Not only does your product need to be great (we know you have that covered), but your website and communication need to be great, as well. A balance of everything can equal to a wonderful reward of social sales.

Let’s forget about you for a minute, and think about your customers. Do they use social media? Would they if it was a more accessible experience for them? Would your store sales increase if customers interacted with you more online… even if you only have a brick and mortar store?

The thing about social media is that it’s not always about selling (though really it is… keep listening). Social media provokes small talk in a very modern way. From chatting about the weather to discussing your weekend plans, social media encourages conversation, very simply. And if you and your store encourage this conversation, the conversation will naturally lead back to you (sales!). One way to do this is by introducing a Social Media Console to your store. This console would be a dedicated space that only has your social media outlets available for customers to engage in – in other words, not just a computer for them to play on. Twitter and Facebook tend to be the most popular for retailers, though there are a variety to choose from. The key is creating a space for customers to talk abut your business while they are experiencing your business… even if they have their own smart phone. The experience is the whole catch. And if they aren’t the smart phone type but still like to check in to their Facebook account every so often, your store console is a great place to do it… providing they are chatting about your biz.

No space for a console? That’s okay. Remind your social media fans walking through your store to “check in” on their phone. An inviting reminder to “tweet” and “update” where they are and what they are doing… or better yet, include a pic… is a great way to gain visibility to audiences that may not already  know about you. And if they do know about you, it never hurts for a reminder to let them know your doors are open.

Finally, your store introduces hundreds of ways to market itself, and social media should be one of them. If you have a few minutes to spare, log on. Only have  second? Log on! It’s not going anywhere, so it’s time to make it a (big) part of your retail life.

From creating impressionable window displays to offering festive gift wrap to planning for extra staff, the list is long. Let’s not forget stocking your store with this season’s must have gifts! Trusting your orders are already placed (we hope), here’s a look at some operational musts to ensure your holiday season is a success.

1. Create and start promoting extended hours to support the holiday season. If you are in a zoned area or shopping mall, these hours may already be determined for you. Either way, start marketing these hours so that your customers know you are there for them beyond your normal hours.

2. Plan for special marketing initiatives. These will vary based on your store and customer, but are likely to include (but not limited to) email marketing, a holiday open house, special shopping deals, customer appreciation days, a visit from Santa in your store, a shopping guide for customers, e-commerce only specials and more.

3. Identify your return and exchange policies on all receipts and near your cash wrap. If you are planning for altered policies specifically for the holiday season, make sure you also identify time frames they are specific to. It’s always a good idea to have customers initial receipts after you have explained your policy, as well.

4. Use social media as a marketing tool to post daily deals, special event details and more. If you aren’t already using social media, it’s not too late to get started. If you already are, you are a million steps ahead already! Identify how you can leverage your social media audience to not just hear you, but buy from you this holiday season.

5. Cross promote with like minded businesses. Create packages that overlap your products or services with other businesses in a “bundle package”, allowing you to gain new customers from their mailing list and customer outreach – and vice versa. Addiitonally, it’s a fun way to introduce new gifts to your local marketplace.

6. Get the media involved in your holiday plans. Radio stations, newspapers, local television stations, magazines and other local media outlets are crave great information to share with their readers. Let your store holiday plans be among what they share! Get on the ball now, though… The holidays are only ten weeks away.

7. Plan for additional staff. Possibly this means additional hours for current employees. Maybe this means holiday only help. Whatever works for you, it’s time to get it all identified so when the rush of customers keeps you busy, you won’t be stressing about extra help supporting you. Remember to train new hires, as well, on all your store policies!

8. Plan for Plan B. Extra help means extra people to worry about. If someone calls in sick, do you have a back up plan? Life happens – so you may as well have a plan of attack for when it does.

9. Have your holiday window and store displays ready to go. This means knowing what products and extra display accessories you need to support a dynamic display are ready to go for you to simply install. Don’t wait till the last minute to buy your own display extras at the store, either… Just like your store, they are likely busy and maybe sold out. Plus, you want your displays to be impactful and memorable, so don’t wait till the last minute to plan for them.

10. Offer above the top gift wrapping. Sure, everyone offers free gift wrapping this time of year. But does everyone offer beautifully wrapped presents that make a statement all on their own? While we can’t all get the same response a Tiffany blue box does, we can certainly try! The real challenge is to simply go above and beyond the expected.

Bonus Tip: Stay cheerful. The holidays are suppose to be a happy, beautiful time of year. Unfortunately, this isn’t only the case. If it happens to be stressful at home or in your store or both (hey, it happens to the best of us), try not to let your customers see this stress. By acting… dare we say… Christmas”y”, you help set the mood that then impacts your customers.

Finally, try to enjoy the season! From Cyber Monday to Black Friday to Christmas Eve, there is a lot to get ready… and to get excited… for. Have more tips to share? Let us know!

A woman’s plain white t-shirt could be described as “Plain, white t-shirt in cotton blend.” Or, you could describe it like this, “Classic, white, capped sleeved t-shirt with 98% cotton and 2% spandex for a perfectly fitted wardrobe essential that shapes you in all the right places.” By describing this t-shirt with more detail, you offer a more vivid image for the customer to envision what this shirt would be like in their own closet and on their own body. Sometimes it can be more effective to list the details of a product while also providing a catchy title that will entice your audience. Using the t-shirt as an example again, you could write, “Perfect Silhouette T-Shirt: 98% cotton, 2% spandex, 2” capped sleeves.”

Based on your product and your website layout, you should decide which product description style is best for you. Make sure to be consistent, though, and offer your customers a trusted source of information for each item you sell. Don’t leave one product short on detail and yet give another product to much detail. Your audience wants to trust each item will be described just as effectively as the next.

Another tip is to request descriptions from your vendors. They are often already described to help guide you in selling it successfully. If you are still struggling with getting your descriptions written, consider hiring support for this. Smart, shopping savvy copy can literally help you gain sales versus lose them, so don’t dismiss this scenario too fast! Finally, don’t let your words get stale. If  your products expand or change, make sure to take the time to update your new descriptions. Words are powerful when you can’t touch products – along with your images, they are your selling tools.

For information on how Retail Minded can support you in your  copywriting needs, please contact nicole@retailminded.com. 

1. Offer comprehensive product information without a lot of junk in the middle. In other words, be concise but don’t waste your audience’s time with too many fancy words that just take up space. Give a clear understandinng of what the product is, including (if necessary) it’s purpose.

2. Cross sell products whenever possible. Include small photos of complimentary products that your customer may be interested in based on what they are currently viewing or at the very least, what they have already just purchased.

3. Provide multiple e-communication offers. Don’t have a 1-800 number? That’s okay. But give your customers options to get a hold of you in case they have questions about a product or placing an order. Email, phone number, online chat, Q&A list for frequently asked questions – include at least two.

4. Give the sense of touch even when they can’t touch anything. Selling apparel? List the product contents, such as 97% cotton and 3% spandex. Is there texture to a product? Include a snapshot and describe the touch of this. Review your inventory to see what can be described and shown in words and photos that may help your audience in their purchasing decisions.

5. Don’t ignore your SEO options. SEO – Search Engine Optimization – drives consumers to your site that don’t already know about your site. Make this matter for you!

Finally, make sure your check out process is easy for your customers. Include all necessary details of purchasing policies, return policies and payment options. Adding a coupon for a return purchase is a great way to get returning customers, as well!

1. Find a space that is solely dedicated for your business needs. Even a small counter top in the middle of your chaotic kitchen can do the trick. An ideal spot would be tucked away from the chaos of family life, but the goal is to simply identify one spot – wherever that spot may be. Once this spot is picked, don’t let anything else get in the way of it. Kids toys, house bills, grocery lists… If it’s nothing to do with your biz, get it out of the way. It will just distract you.

2. Get organized. Once your unique spot is identified, spruce it up with some great organizational tools to help aid you in your day to day business needs. A file tray (or stacked tray for many files) is always effective. A “to-do” list that’s in sight and easy to check off is a must. Bulletin boards help in so many ways… even if just to provide inspiration with beautiful or meaningful photos tacked to them. Creative containers add organizations and charm to your work space, keeping things tidy while looking good. A win win!

3. Make it pretty.If you like where you work, you are more likely to want to work. Plus, you will likely do better work in an environment you feel good about. You can add a nice potted plant to the corner of your desk, add a beautiful throw pillow to the back of your chair, introduce  a colored leather day planner to your organization method or put a gorgeous new paint on the walls. Pretty to me may not be pretty to you, so whatever your pretty is – add it to your work space!

There will likely be days when you sit down at your desk and wonder what it is you need to do next, knowing your list of things to do is way too long. Don’t let this distract you. By simply taking the time to create a space for you and your business that is solely dedicated to this, you can help your business thrive by being effective in the time you spend working on it. The best part? You may just have fun doing this!

This tactic is usually very effective because the user is receiving multiple marketing touches and keeps your brand top of mind. They also tend to be more qualified because they have already expressed interest in your products by having previously visited your website.

Ready for some killer tactics?

1.  Abandoned shopping cart: One approach ecommerce retailers can use this holiday season is the “abandoned shopping cart” tactic. This is accomplished by putting the retargeting cookie code on the shopping cart pages only. Anyone who has seen the cart pages, must have added an item to the cart at some point, right? As they surf the web, you can serve them with an ad that acts a gentle reminder to revisit your store. You don’t want to acknowledge you know they left the shopping cart, because, well, that’s just creepy.

You can, however, reinforce your current special offers like “free shipping” or promote your holiday gift products in hopes they will return to complete the purchase.

2. Loyalty: Another popular approach is the “loyalty” tactic. This reaches customers who have completed a transaction on your site (code added to the confirmation page code). You can use this to cross-sell or up-sell to recent buyers. None of the data collected is personally identifiable, so you’ll need to understand your customer behavior and their repeat purchase patterns to design the most effective “loyalty” campaign.

3. Layering: Retargeting networks like Fetchback, serve display ads only within their specific ad network. Google and Yahoo also have retargeting programs. Google’s program targets prospects on the Google content network, while Yahoo’s targets on Yahoo properties. By layering the display retargeting network with Google retargeting and Yahoo’s retargeting product, you will have have a great deal of saturation and reach!

These three tactics are a strong complement to your current PPC search engine text ads and provide a power-packed holiday strategy you can start today.

Contributed by search engine marketing geek (self described!) Lisa Raehsler. Lisa can be found on Twitter at @LisaRocksSEM and resides in Minneapolis, MN.

[tweetmeme]Suggested points to consider within your return policy include the following:

1. All Sales Final – Ideally, this is not your return policy option. Stating that all sales are final is like stating “go ahead and leave our site now”.

2. Exchanges Only – The advantage of offering exchanges only is that you are still guaranteed a sale and do not have to provide a refund. While this limits your customers comfort zone of easy shopping, it still allows them to return one item for another. This typically also means the customer has to make the exchange at the time of the return.

3. Store Credit – Online shopping often includes shipping fees, however if you subtract fees involved for shipping and provide store credit, customers can feel good about getting store credit in case they don’t like the product they ordered, if it’s defective or possibly the wrong size. Make sure to state your specific guidelines clearly in your return policy so there is no confusion.

4. Complete Refunds – It sounds too good to be true and it is. There is no such thing as “complete refunds” since you will have paid processing fees for credit card payments, shipping expenses and possibly more for one single transaction made. Now consider this transaction a return that you plan to refund entirely. Have you lost money? Most likely yes. It’s okay not to offer complete refunds to help protect your business, but this is an option that may be right for you. It’s something to consider… if even for just a second!

5. Charge Backs – Restocking, shipping, customer service… these can all entail expenses that your customer may need to pony up for. In a perfect retail world, they won’t have to deal with these issues and you can manage them behind the scenes. But when necessary, charging a restock fee or a shipping fee is necessary. Determine what’s best for your business by looking at your competition, your overhead and your general business goals.

While a return policy isn’t always the prettiest of words you have to write, it’s certainly among the most important. Consider your options and consider your customer. Finally, get it done and get it online. Nothing is worst than dealing with a customer who wasn’t clear on your policy after they have already made a purchase!