Boutique Customer Service Tips

The beautiful thing about running your own store is that you call the shots. From what you sell to how you greet your customers, it’s up to you. This also can be the not so beautiful part of running your own show. You have to make a lot of choices on how things should be done, and like everyone else in the world – you can’t be an expert on everything. So what do you do?

To begin, “branding” your store and even yourself with great customer service is a fantastic way to stand out from other stores in your community. This can include friendly welcomes into your store, extra little perks such as beverages or sweet treats during store visits, outstanding service for customers who appreciate “the above and beyond” and much more.

For boutiques, the rules are up to you. And so is the challenge. What makes your store stand out? Do your employees represent the same extra special somethings that you do? How can your store – aka your “brand” – be unique in a competitive market? Some tips to help your boutique be the best it can be include:

1. Let your voice be heard. Don’t shy away from any customer that walks through your store, but instead treat everyone as if they are your #1 customer. Spoil them with friendliness, attention and knowledgable product information to help them really experience your store and the products you sell.

2. Brand your boutique. Your logo is one thing, but the overall style you create in your store can help shape the experience your customers have. Use repetitive colors, strong visual appeal, bold features, comfortable additions (think nice dressing rooms or comfy but stylish chairs to sit) that will all help position your store as a leading boutique in it’s enviornment.

3. Be a united team. If there is more than one person working in your store, you should all represent your boutique in a united way. This means from how you greet customers to how you support them as they shop. Strong employee training and expectations can help set this standard among your team.

Remember, part of the appeal of having a boutique is creating it to be an environment that is unique in ALL ways – not just your product assortment. What does your boutique do that makes you stand out? Let us know in our comment section below!

 

 

 

Promotion Points To Use For Your Store

Promotions. It sounds so easy, yet it can be so tough. There are a lot of layers involved in promoting a business – whether it is a retail store or a brand itself – so to help kick start your promotion analysis, determine first what it is you are doing and what it is you are missing out on. From there, you can move forward in the direction you need to ensuring you have all your bases covered.

To start, identify what it is you want to promote. And don’t just say “your store”. Instead, determine what is about your store you want to promote. You may realize there are a few angles you can take, and likewise, a few different audiences to share these details with. Next, determine what you can do to generate interest. Consider your budget – or lack of it – and how much time all points will take. A few things to consider doing include:

1. Send out press releases to local media, including newspapers, magazines, web and TV based.

2. Share details with other community businesses and retail supporters. This can be via a professional email, a press release, phone call or even social media.

3. Share details with your local Chamber or Mainstreet Organization.

4. Generate a social media strategy to generate a buzz. Make sure to use it effectively in order for it to be successful!

5. Get help where help is needed. No time to tweet? Allocate responsibilities among your staff. If it’s just you, be realistic with what you can do and what you won’t do. Then do what you can exceptionally well.

6. Create strong signage to use in your store, as well as offer a takeaway postcard for customers after their purchase.

The one point you do not want to overlook is TIME. You can’t chase an event 5 days leading up to it and expect a tremendous success. This may happen sometimes, but should not be your goal and certainly is not likely to be successful for most retailrs doing this. Instead, plan a promotion calendar for your entire year that allows you to work months, weeks, days and ultimately, hours in advance to lead you to a successful promotion. Additionally, by creating a calendar you will see what times during the year may make sense to have certain events, sales and more. It will also show you more clearly where the holes are.

Need more help? Check out a few more of our favorite PR focused blogs!

Tips On PR Phone Etiquette

How To Write A Press Release

Publicity Myths Shattered

 

 

Pop Up Shops – What Are They? Can You Use One?

Retail vacancy is still at a high, so the idea of a pop up shop may seem confusing to some. But the reality is, a pop up shop is a (nearly) perfect solution for businesses looking to enter the retail market, introduce themselves to a new geographical area or simply want to reach a consumer audience without the hassle (ie: expenses, staffing, inventory, etc.) of a permanent store front. This also offers a great way for landlords to gain some income on empty storefronts, while also giving businesses owners an idea of how realistic a permanent store may be for them.

Pop Up What?

Plain and simple, a pop-up shop is a temporary store. Typically, a pop-up shop is located in vacant, landlord owned storefronts that are rented on a short term basis, though a pop-up shop can open practically anywhere. Many pop-up shops open for long, 3 day weekends while some open as long as six months. But on average, a pop-up shop opens and closes within just a couple weeks. While this may seem like a short amount of time for a lot of effort, the pop-up shop expectations are not equal to a typical store. Merchandising, fixtures and other expected store features are set up on a temporary basis, therefore less is necessary as well as less is expected from customers. Don’t let this fool you, though. Pop-ups can still look great, particularly with good budget planning.

Are They For You?

There are a variety of reasons pop-up shops have been successful. Some top reasons why pop-ups work well are listed below.

1. To gain attention for your business. Between the media interest and the interest of everyday consumers passing by your pop-up, you are almost certain to gain new customers.This combined with proper PR planning and marketing offer a great avenue for new exposure.

2. To get rid of excess inventory. Online companies often want to clean house without dealing with a massive online sale. A pop-up can be a great alternative for them. Likewise, companies looking to simply get rid of inventory – whether new or old – can use pop-ups to effectively reach a consumer audience in an exciting outlet. Some smaller companies have even shared a pop-up shop to offer more to customers while reducing overall overhead for them.

3. To test new markets. Often businesses are successful in one area and naturally, want to expand to another. Pop-ups allow for business owners to determine if an area is right for them before investing deeply in real estate contracts, overhead and much more.

4. To try a new business idea. Some pop-ups are used simply to test the waters. Whether offering a product or a service, a pop-up can allow you to gain customer feedback and really determine if your idea will be successful year round.

5. To make money and to save money. Money is always an issue. While it will cost money to open a pop-up, it could save you money long term. Traditional expenses include insurance, rent, merchandising fixtures, inventory, and staffing.

Retail is an ever evolving, ever changing industry. A pop-up shop is a perfect, modern example of this. Is it right for you? Want to learn more? The links and companies below can help you in identifying if a pop-up shop should be part of your business plan.

Pop Up Insider – www.popupinsider.com – Temporary Real Estate Source

Go Vacant – www.govacant.com – Pop-Up Shop Strategy

Business Insider – http://www.businessinsider.com/17-most-creative-pop-up-stores – Examples of Creative Pop Up Stores

 

 

Is Your Brand Really “Green”?

All the buzz seems to be about “eco” this and “organic” that. But with so much hype being green, it’s easy for wholesalers to mislead their customers – and themselves. Make sure that if you intend to be a green minded brand, you are in fact respecting what being green really stands for.

To begin, simply using the words “green”, “organic”, “natural” and “eco” in your brand name doesn’t mean you are in fact green. Instead think about your product, your business and your purpose and then determine a brand name that best represents what it  is you stand for. The branding of your business can include all the eco-fabulous words you want, but they simply aren’t necessary in your actual brand name. Marketing is where all the fun begins when it comes to sharing your green product news. More importantly, how you present your product in it’s packaging and pitch should be visibly green without you even having to say so.

In addition to your brand name, you want to be careful you don’t make statements about your company that aren’t entirely true. If you plan to make claims that you are 100% green, then think about how that really affects your entire business. Do you print emails or anything else on paper? Do you drive out of your way for supplies when you could shop locally? Are you using recycled materials for all of your packaging? All consumers may not be savvy enough to think through these details, but as a business making claims – you should be. Respect what it really means to be green and why it’s so important to have a green minded business – the environment, the future of our children, the health of the world. If these details truly matter, then making the right choices in keeping your business green will easily follow.

There is a lot of value in green businesses, therefore wholesalers everywhere want to make the claim that they are a part of it, as well. If you are dedicated to the real purpose of being green, then positioning your brand will be a much easier fit. But for those of you just riding the wave of the green market, take a back seat out of respect so that the real green products can step forward.

Is Your Brand Identity Clear?

As a wholesaler, you are a brand. As a brand, it’s your responsibility to determine what image your business will portray to consumers. This can be both challenging and fun. Whatever it is to you, make sure you are answering the following questions in an effort to maximize your brand awareness and utlimately, your success.

1. Is your style reflected in your brand imaging? This includes your logo, website and letterhead. The list goes on, though. Everything that represents your brand should be consistent in style and similiar color so that you are leaving an impression with your customer on a consistent basis as to who you are as a brand. For example, if you sell preppy chic clothing for ladies, using bright pink and kelly green as your signature colors in both your logo and additional marketing collateral will leave an impact on your audience.

2. Does your target market respond to your branding? Are you selling a customized item but haven’t taken the time to create a customized website? Your target market will know the difference. Consider who your audience is and what expectations they may have from you as a brand. Sometimes this is hard as a small business owner to do since it is so personal.  This may be a great reason to consider a retail professional to come review your branding, including your target market, and give an unbiased review. Professional review or not, make sure you are communicating your brand image outward the way you want to your audeince to perceive you. Double check that how you think you are being perceived is actually being perceived that way.

3. Is your brand identity being remembered? This includes the name of your product, as well. Make sure your brand name and identity are being remembered for the right reasons. You want your branding to make sense with your product and therefore leaving an impression on your audience. If it’s being dismissed too quickly, something is wrong (assuming the product is right). Take Pop-A-Tot (www.popatot.com), a portable activity center for infants and toddlers. You literally pop a tot into one and it does it’s job. This makes sense and can be remembered easily. Is your product doing the same?

Finally, I can’t stress enough the value a company’s website has on their brand. Particuarly when selling a product, the website style and design should reflect your product, brand image and overall business. Many small business owners try and cut corners here by creating their own site and while this isn’t a bad thing to do, sometimes it does not work in their favor. A website is one of the first places potential consumers or business partners will go to educate themselves on your brand, so make sure your website supports this.

Wrong Product, Wrong Time, Wrong Market

It hurts to hear the truth sometimes. But hearing the truth is exactly what new business owners often need to hear so that they can better position themselves to be successful when launching a new product.

The “3 Wrongs” below can help you evaluate if your product is ready to launch or may need some support still before your big kick off.

1. Wrong Product. Right or wrong, if your product isn’t on track with what consumers want or if your competition outshines you, then your product is wrong. Period. Consumers have access to many product reviews and many product choices. Don’t launch yours until it can keep up with this reality.

2. Wrong Time. It’s no secret the economy is tough with a capital “T”. Don’t let that steer you away from launching a product. But plan your timing on whatever it is you are launching. For example, if you are launching a seasonal item too late in the buy season, you could be effecting your overall brand launch. Want to introduce a new swimwear line? Stores are buying this as early as August and September for the holiday season and by October for the resort and early Spring season the following year. Be prepared.

3. Wrong Market. Trying to launch a baby’s luxury blanket collection to any baby store retailer? Whoops, try again! Make sure you know who your audience is so that you don’t waste your time or their time with communication. Know where your product would be best suited and target those markets when reaching out to potential clients. Way too many new wholesalers and designers think their product should be everywhere, but really it will only be wasted somewhere if it is not in the right space. Understand who your target market is, then decide which retailers sell to this same target market and reach out to these stores. Your success will be returned more easily this way and your initial time investment will be rewarded, as well.

Finally, preparing to launch a product takes time, investment, dedication and strategy. There are many, many layers involved in preparing a successful product launch. Getting your website up and ready (and looking sharp) as well as having a buyer’s packet ready for retail communication is key. But these are just a few steps in a million so if nothing else, make sure to slow down and be prepared before launching too soon. An early launch is like a buzz kill – it may be great at first, but it can quickly become miserable if you can’t handle it!

Business Ownerships – A Sneak Peak At Your Legal Options

When running a retail business – or any business – you need to wear a lot of hats. Among the first hats you will try on regards your business from a legal perspective. It’s up to you to determine which legal form of business your business is -  sole proprietorship, partnership, or corporation.

Sole proprietorship accounts for almost 70 percent of all businesses, while corporations tend to account for the greatest share of profits from business owners in the US. Each offer their own advantages and disadvantages as well as risks and rewards. It is up to you to determine which is best for your business. I suggest thoroughly researching your options before committing to anything since it takes both time and money to form any business .

Below is a snapshot of each business ownership option to help you decide what is best for your retail or wholesale business. Please note that the details below are not meant to inform you entirely on any three of your legal options but rather to offer you a quick peak at what you will need to consider.

Sole Proprietorship

• Single Owner
• Advantages – Ability to keep all profits, simple to form, and easy to terminate
• Disadvantages – Unlimited financial liability, lack of continuity, and limited capital

Partnership

• Ownership with two people
• Advantages – Easy formation, generally greater financial capacity than sole proprietorship, less red tape than corporations
• Disadvantages – Unlimited financial liability, opportunity to for interpersonal conflicts, more challenging to terminate than sole proprietorship

Corporation (Inc.)

• Many owners, numbers will vary
• Advantages - Limited financial liability, greater management opportunities since there are more people, greater opportunity for financial gain based on more people working, easy to transfer ownership
• Disadvantages – Costly to establish and terminate, tax disadvantages, legal restrictions, depersonalization

Make sure to evaluate each type of ownership in a larger scale to make the best decision for your business.

Retailers and wholesalers out there – what type of legal business are you? We’d love to hear so that others can learn from your experiences. Please share in the comment section. Thank you.

What’s In A Buyer’s Packet

Many of my clients seek my support because they have a product they want to sell to retailers, but they don’t know how. While there are many steps involved in preparing yourself to communicate with retail buyers, one of the most important things that wholesalers should have prepared BEFORE they reach out to a potential buyer is a buyer’s packet.

The contents of a buyer’s packet will vary based on what your product is, who your target market is, what your budget is, and what your marketing outreach plans are. In general, though, a traditional buyer’s packet consists of the following:

Letter of Introduction – A buyer’s packet should always open with a great letter of introduction. Short and sweet, this letter should not be too lengthy but should answer the questions of who you are, what the product is, who the target market is, and offer a peak into the product itself with some great descriptive shout outs. Tell a story about the product or the inspiration behind the product. Offer a glimpse into why someone may need to have this product. The goal of the letter should be to inform but also to persuade. Don’t get too wordy, though. No one has time to read a novel – make sure it’s short and sweet.

Price Sheet - A price sheet includes both wholesale and suggested retail prices. Make sure that you are at least doubling your wholesale cost for the retail cost so that retailers gain back their investment of purchase. I find many wholesalers are not prepared for their product to sell at retail because their prices are out of reach, so take the time to consider this before communicating with retailers. And remember – do not sell your product at wholesale online and expect other retailers to sell it at a higher price point. Even if you have your own website, you must sell your products at the same retail prices points your customers are to expect to keep your retail customers. I see too many start up wholesalers make this mistake and it backfires on them.

Overview – Whether you are giving a product overview or designer overview, you should have a deteremined overview identified so that your audience is aware of what you are selling and if necessary, who you are selling, as well. I refer to “who” in the case of designers. If you are launching a clothing line with your name attached, potential buyer’s will want to know who you are, so make sure to tell them. However, if you are launching a product without the association of a personal name, describe the product so that the audience fully understands it’s purpose, it’s target market, and why they should consider buying it. A great overview I recently saw was of PopATot, a fabulous portable activity center for children. The home page of their website also includes a great overview of this product, www.PopATot.com. Remember that when providing an overview, you want to offer answers to questions before your customer even asks while also enticing them so that they want to learn more or make a purchase.

Line Sheet – The line sheet is a must have for all buyer’s packets in my opinion. When done correctly, it offers a portrait of your product by including product photos, descriptions, prices, available delivery dates, and any other necessary details. Keep it organized by category and try to avoid using paragraphs but rather outline your product details.

Order Form – An order form can consist of an actual form to order your products on or it can be a guide as to “how to order” your products. Either way, make sure your ordering details are clearn and understood. If you need tax ID numbers from your potential customers, let them know this. In addition, this is a good place to include the terms of orders placed. For example, do you have a flat shipping feel or do you bill for actual shipping charges? Make sure to identify this. Also, do you take cash/check/money order/credit cards? Let your potential customers know this upfront. Once again, answer questions before they have to ask if possible. If you have color selections, size variations, case packs, or anything else specific to your product, make sure these details are all identified. Finally, make sure the order form is laid out in a clean, professional format that is easy to read and easy to write orders on.

Some buyer’s packets may include Look Books, product samples, customer testiomonials, Q&A sheet, care instructions, and more. Make sure your buyer’s packet best represents your product and your brand so that retailers will want to reach out to you and order. Afterall, that’s the goal, right?!

If you would like a customized Buyer’s Packet for your brand or product, let Retail Minded work for you! Contact Retail Minded at nicole@retailminded.com to learn more.

What’s In A Brand Name – And How Do You Build One?

Have you ever referred to something by a brand name rather than the actual product itself? For example, I often say I need a Kleenex when really what I need is a tissue. The brand name Kleenex, however, has such an impression in the tissue market that consumers often refer to the product as the brand itself. Another example are Uggs, which is a popular Australian boot company. I have heard people say they need to “put on their Uggs” when really they are just putting on their Ugg look a like boots from a brand most people do not recognize.

When preparing to distribute a product and bring it to the marketplace, one of the most challenging tasks can be to find a name that best represents what it is you are selling. Your goal should be to find a name that will rest comfortably with consumers so that it is not too difficult to remember and ideally catchy enough to never forget. The brand name you ultimately choose will be impacted by your marketing tactics, logo, and any messages you attach to it – and this isn’t even including the product itself that it represents. Loyalty to brands can often be more powerful than product performance or style, so make sure to that you consider this aspect, as well, when thinking about what you should name your product to best position it as a brand. Just think about Nike and Adidas. Consumer research may show that Nike has a better performing soccer shoe, but if you have worn Adidas all your life, you may buy Adidas even if research shows Nike performs better.

Once you have a few brand names you would like to consider for your product, talk to people to find out what they think about it before you bring it to the marketplace. Ask yourself and ask others the following questions:

1. Is the name easy to say? You don’t want anything that twists your tongue or can’t be easily pronounced.

2. Is the name too long? Many of my clients have four words in their brand name alone. I reccomend one or two words with a third word only if you feel necessary. Even then I suggest that the third word is used to describe the product, such as jewelry or yoga. For example, Swami Baby Yoga. The word “yoga” identifies the product type that Swami Baby represents.

3. Will it offend anyone? In January 2008, Beaners Coffee changed their name to Biggby Coffee. Based in Michigan and with over 77 franchises, Beaners Coffee had no idea that when they choose their name that the word beaners was considered offensive to Hispanic customers. After receiving a lot of hype about it, they officially changed their name. This was a costly change, so take the time in advance to do your homework.

4. Is the name available to use? Each state has registered businesses, so make sure you take a look to see if anyone else is using the name you want to use. I would also consider looking at this from a national scale in case you want to distribute your brand on a larger scale and even internationally depending on your growth plans. Look up your local and national Trade Mark Registers to get started with this search.

5. Is there a web domain name available to match this brand name? While it does not have to an exact match, it should be complimentary to the brand name so that consumers can easliy find you online.

Let these 5 questions helps jumpstart your brand name search and remember to consider all other details specific to your industry, competition, and product / service needs.