Ways To Market Your Independent Retail Business

Unlike sales, marketing can’t be measured quantitatively. Because of this, independent retail and wholesale business owners often ignore the impact marketing can have on their businesses. The reality is, however, that customers won’t buy from you, not to mention even know you exist, unless you successfully market yourself. In today’s world, this takes more than just attending local of Chamber of Commerce meetings and telling friends to tell their friends about your store or product. It takes time. It takes strategy. It takes effort.

Below is a list of some ways to consider marketing your business. Make sure to evaluate how each of these marketing steps will benefit your individual business, but be careful not to overlook any simply because you are unfamiliar with it or find it easier to do something else. To be successful at marketing you will sometimes need to step out of your comfort zone. In addition, make sure to find a balance of marketing strategies in an effort to find the right marketing mix for your business.

Advertising – If you have the finances to pay for exposure of your store or product, then advertising should be considered as part of your marketing mix. Consider where you advertise, though, and who the audience is that will most likely see your ad. Make sure it’s the same audience that may want to shop your store or buy your product.

Website – If you don’t have one, get one. Plain and simple, having an online presence is essential in marketing your services. Customers today use the internet to research their purchases as well as plan their shopping destinations. Even if you don’t plan to sell online, you should still have a website that outlines what your business offers. Consider including photos, testimonials, directions, how to purchase details, press details, and any other information that may be relevant.

Trade Shows – Either as an attendee or an exhibitor, trade shows are a great way to market your business. They provide insight regarding both customers and competition, as well as offer a great excuse to make friends in your industry since they are very interactive. The cost of trade shows will vary so make sure to research all your options and determine which shows are best for you business.  The largest retail based trade show is MAGIC, which takes place in Las Vegas twice a year and offers apparel, footwear, and accessories for men and women. You can also attend regional trade shows, as well it is a good idea to attend both national and regional shows if possible.

Internet Media – Gaining customers through an online presence is more influential than ever before. Sites such as Twitter, Facebook, My Space, and Linked In are great online spots to gain awareness for your business. You need to understand each of these sites in order for them to work for you, though, so take the time to research how each of them can impact your specific business. Some involve more time than others, such as Twitter which is very interactive, while others, such as Linked In, can be effective by simply having a profile created. That said, updating each of these sites with news about your business, such as sales or newly arrived product, is the only way to continually create a buzz about your business. I often suggest to my clients that interns or part time associates can help dedicate time to these sites if they don’t want to – this is better than being dismissed entirely. If you use the these sites effectively will increase your website presence and ultimately your sales.

To help get you started, below is a link to PC Mag’s website that outlines how Twitter works for beginners. I personally use Twitter and find that this gives me the most professional return of any of the internet media sites, however each business and each site will work differently for everyone.

http://www.pcmag.com/article2/0,2817,2341095,00.asp

Blogs - Whether you have a blog or comment on blogs, make sure to be a part of blogs! Blogging is quickly becoming one of the top ways for businesses to showcase their value. It takes time to dedicate yourself to building a blog that readers will want to read again and again, so before you dive into this make sure it’s right for you. If blogging isn’t your thing, consider commenting on other people’s blogs.  When commenting on blogs, make sure to reference your business, which will ultimately link people back to your site.

Networking – Whether you live in an urban city or a suburban neighborhood or a small town, networking is key to putting your business on your local map. Make sure you are a part of your local Chamber of Commerce as well as other networking groups. There are groups for small business owners, women business owners, specific to your trade, and more. Research what is available in your area and get involved. Once you are a part of the group, let your voice be heard and participate. Don’t just show up for the meetings but actually be a part of the meetings and events. This is how people will respond to you and ultimately your business.

There are many ways to market small businesses, however these are some basic and easy to obtain strategies that can help launch your business to make a name for itself. If you have other ideas that have been successful for you, we’ love to hear from you! Please consider leaving a comment on our blog. Thank you!

Boutique Extras – What Are They?

A lot of my retail clients ask me what they can do to help them stand out from other independent boutiques. Aside from providing products that customers will want to return to their store for, I suggest offering customers boutique “extras”. Hard to find at traditional big box retailers, such as Macy’s and Dillard’s, and yet not offered in most boutiques, boutique extras offer that “extra something” that customers appreciate.

Examples of boutique extras include:

Offer a beverage while shopping. So simple, and yet so nice. Depending on your store and your business license, you can offer anything from filtered water to sparkling water to tea to wine. Decide what you think may complement your store and go from there. Possibly you don’t offer alcohol but serve your beverages in wine glasses. Be creative with your presentation of this service but remember that this is just extra – don’t make it why your customers come to shop.

Provide complimentary gift wrapping. That said, don’t just tie a ribbon around the bag purchases are put in, but rather have a classic and charming gift wrapping style that will “wow” your customers and the receiver of the gift, as well. Make your gift wrapping stand, therefore creating a conversation about your store before they even open the gift!

Offer product delivery services – even for items purchased in the store  or within the same city. This is particularly important if the product purchased is heavy, hard to carry, breakable, or a special purchase of any kind. When possible, don’t charge for this service but rather offer it as part of your sales strategy.

Have “pass the time” options for shopper’s companions. Whether it’s a bored husband or restless child, if you can provide something that will engage your shopper’s companions so that they can shop more leisurely, you are not only offering your customers something extra but you are doing yourself a favor, as well. A comfortable chair, stylish or not depending on your concerns, is always nice to have on hand. Have  magazines available for both men and women – even friends can get bored while waiting on some shopping decisions to be made. Another idea is to offer internet access. Televisions can be nice, as well, but they may interfere with the shopping environment since they can be loud. For kids, a child size table with coordinating chairs is a great idea if you have the room. A basket of gender neutral toys or a nice variety is great, too. Make sure they are quiet toys, though. The next time a busy mom needs to shop and only has twenty minutes, the choice between your store or the one without a kids corner will definitely stand out in her mind.

Offer frequent shopping incentives. Coupons, discounts, early bird specials – whatever you decide to offer, make sure your customers know it’s something extra to what other customer’s get. This is assuming these customers are on a mailing list of some sort and you have access to communicate these details to them separate from your normal communication with all other customers.

Offer coat and bag check services – complimentary, of course. If you live in Chicago like me, you know how much of a pain it can be to shop with a heavy coat on in the middle of January. Make it easy for customers to take their coats off, check in any bags and shop comfortably.

Provide neighborhood information to them. Since many boutique owners are located in neighborhoods that offer lots of shopping, some of your customers may not know which streets to walk, where to have lunch, or how to get to their next destination. Make their entire shopping experience more enjoyable by helping them along. By offering a street map and already written down restaurant suggestions, you are showing your customers that you care about their entire day, not just the time they are in your store. Whether they purchase something or not from you, this extra something will certainly be appreciated.

The great thing about independent boutiques is that each one is different. Whether you offer a little something extra or a lot of extra somethings, remember that your store represents itself and you want it to leave the best impression possible with your customer. Through all the attributes that make up your retail store, the most important thing is to make sure your customer knows you care. This is what being a boutique owner is all about.

Is Your Copywriting Hurting You or Helping You?

Copywriting can be a tricky thing. Some of you may not think twice about it while others of you probably dread having to do it. And yet some of you may have hired a pro to take the stress off your plate and let someone else handle the copy details. Whether you run a store, an online boutique, or are a designer communicating to retailers and the press, it’s important that your copywriting communicates who you are, what you do, and why people need your products or need to shop at your boutique.

Often overlooked, copywriting needs to be put at the top of your to-do list! The words you choose to use to sell your product, service, or business can literally make or break a sale. Take the time to make the words you choose count by getting your customers or potential customers excited and engaged rather than bored and checked out. Great copywriting can sell something that no one really needs, while lousy copywriting can steer a customer away from something they may want. A few things you should consider include:

1. Be concise and clear in your copywriting. Avoid unnecessary details but make sure not to leave important details out. For example, don’t forget to include the materials that a garment is made out of on your website or necessary care instructions for jewelry. Be precise about this, though. No need to write these details out in a paragraph.

2. Be creative with your choice of words but don’t confuse your reader. Example, if you are trying to explain a plain cotton t-shirt, rather than say “as soft as a cushion” you could say “as cozy as your bedsheets”. Bedsheets and t-shirts make a better comparison since both are flat and are traditionally thought of as cozy and comfortable. A cushion, on the other hand,  doesn’t give a great visual image for your reader to image the t-shirt as.

3. Don’t be scared to hire a pro. If you aren’t a talented writer, consider investing in someone who is. Rather than just putting the words down to get the copy done, do it right by having someone who can entice your reader and keep them engaged through their copywriting. This doesn’t need to break your bank. You can find talented copywriters at reasonable prices.

4. Tell your customers a bit about who you are. A personal connection is always nice, but make sure you stay focused on the business side of who you are – not who you are on Friday nights out with your friends! Are you a designer? If so, tell them about yourself, but leave out where you went to high school, your favorite band, and why you love Grey’s Anatomy. Instead, tell them what inspired you to design, how you stay inspired, why you love what you do, and anything else that pertains to the designs you offer. Are you a boutique? Tell your customers about the pleasure you take in shopping for your store! Let them know you are always on your mind and that you welcome feedback.

5. Check your grammar and spelling! Yes, I know, no one is perfect. But a lower cased “i” when it should be capitalized? I see simple mistakes like this all the time and it is discouraging as a customer to want to shop somewhere that doesn’t even take the time to review their own copy. Proofread! Better yet, have someone else proofread your work so that they catch the mistakes you may not realize are mistakes. Plus, this provides you with feedback on how your copy is delivered.

Whether you are developing a postcard, working on your website copy, or need to communicate to your customers in a letter, make your copywriting work for you rather than hurt you. Take the time to make it count and if writing isn’t your thing, find someone to do it that is. It will make a difference!

These are just a few points to get you started in your copy considerations. I’d love to hear from you regarding what you think, as well! Share with us a comment and let’s see what other great ideas are out there to help retailers and wholesalers in their copywriting plans.

Hiring Emloyees – A Few Things to Consider

Hiring employees can be a very challenging process. There are many things to consider when determining who you want to represent your store, your product, and even yourself. The main reason to understand why these dynamics are so important is because consumers respond to the associates working on the sales floor, therefore influencing consumer purchases.

Think back to a time you walked into a store and were greeted with a friendly smile and an assertive yet not too pushy associate who took the time to engage you in the store product. Now recall an experience when you walked into a store and were not greeted with even a hello and left without being acknowledged at all. Both actions delivered by store employees influenced you in your shopping experience, however only one of these scenarios likely resulted in an unplanned purchase or at least an enjoyable shopping experience.

The goal of your store employees should be to demonstrate knowledge and interest in the product or service they are selling while also communicating in a professional manner. The key here is to remember that your employees are a direct reflection of your store and often, they are what consumers remember more so than the product. This said, in addition to their knowledge and interest of your store product or services, also consider their personality and style. Do they complement your store, as well? They should.

Having the experience or at least the interest in the products being sold is essential. But this will not equal the right sales approach in all employees. Make sure that your employees are aware and well trained in communicating to customers the way in which you want them to. My personal believe is that all new hires should be trained accordingly, as well as reviews / trainings / store meetings should take place on a quarterly or bi-annual basis. Without communicating your expectations of sales to your team, you cannot ensure the best customer service from your associates.

Finally, while it can be tempting to hire friends, family, or just someone who you get along with, make sure their passion towards your store purpose is on track with your own. This will reflect in their sales performance and customer service and ultimately, in your store sales.

Calling All Wholesalers – What Do You Need?

Hey wholesalers! This blog is for you!

I want to know what you need to help support you in your retail dreams. Whether you currently sell to retailers, are trying to sell to retailers or would like to know how to sell to retailers, I want to help you. There is a lot involved in communicating with potential retail accounts, therefore I would love to hear from you directly regarding what your immediate issues are.

Please email me with questions that you would like addressed on a future blog that will help support you in your wholesaling needs. You can email me directly at nicole@retailminded.com. While I may not be able to get back to you individually, I will include your question in a near-future blog.

I look forward to hearing from you soon!

Customer Loyalty Programs – Are They Worth It?

Have you ever returned to a store of any kind, such as an apparel boutique, nail salon, sandwich shop, pr video rental store simply because they have a loyalty program that you participate in? I personally can tell you that I have a favorite nail salon that not only gives me great no-chip manicures, but after ten appointments I get one free. Or, in my eyes, I save $45 and still get a great manicure. There is also a boutique in my neighborhood that offers 40% off any regular priced item under $100 after five regular purchases. Pretty great, huh? If that isn’t enough of a reason to at least look there when I am in the mood for a new special something, I don’t know what is.

Loyalty programs are a great marketing tool to help retain business and increase sales. When customers are given options as to where to buy and what to buy, their decisions can often be influenced by who will reward them the best for their purchases. As small business owners, you may not be able to give them the same kind of incentives that big box retailers can, but what you can offer them through your own personal loyalty programs can make up for this.

Advantages of Loyalty Programs

Customers have choices in every action they take, therefore it helps to give them a reason to want to make you their choice as to where to make a purchase. Loyalty programs do just that by creating a relationship with customers that allow them to feel connected, and in some sense obligated, to purchase from you. For many customers, this will simply be because they will hopefully save some money. For other customers, they will enjoy the personal connection and customer service offered through your loyalty program. The reward of the program itself can also be an incentive. Whatever the reason is, customers respond to stores that give them something in return for their business. Common examples of this are sales and special events. A loyalty program is simply one more thing you should consider to help make your customers return to your store to shop.

A few loyalty programs to consider include the following. Please note all specifics, such as percentages off, purchase quantities, and other specific details are examples only. You will need to customize these details to cater to your business needs if you should decide to create a loyalty program for your customers.

Loyalty Program Examples

1. Purchase ten pairs of shoes and get your next pair on us! Value equal to $100 or less.

2. Save 50% off your next purchase of $200 or less after 5 purchases.

3. Gift certificate for local restaurant on all purchases over $250.

4. Refer a friend and your next manicure (up to $20 value)  is on us! Make sure your friend tells us you referred her.

5. Receive $10 towards store credit for every $100 spent. Store credit must be spent in store only.

Things to Consider

1. Be very clear with any specifics you are offering or NOT offering. For example, if you want to put a spending limit on a free service or product, note this in your loyalty program so that there is no confusion with your customers.

2. Communicate with local businesses to see if they may want to contribute to your loyalty program. For example, a local restaurant in your neighborhood may be wiling to donate gift certificates to you in exchange for the marketing they will receive by doing this, as well as the possibility of gaining new customers.

3. If you want to include time restraints on your program, be clear about this upfront with your customers through your loyalty program marketing.

When planning your loyalty program, consider all aspects that you want to communicate with your customer, as well as make sure you understand why you want to offer this program so that you can best communicate this with your customer. Hopefully the return will bring you repeat business, increased sales, and loyal customers.

If you have any comments or questions about loyalty programs, please contact me at nicole@retailminded.com.

#1 Thing To Do To Compete Against Big Box Retailers

Clients often ask me what they can do to keep up with big box retailers, particularly in an economy when shoppers are more aware than ever as to why and where they spend their money. With stores such as Macy’s, Target, Dillard’s, Walmart, and so many others offering sales of up to 70% off, independent retailers are struggling to keep up. Every action they take when communicating with customers is crucial in whether or not they make a sale, however there is one step that I believe makes the ultimate difference, and that is customer service.

Giving More to Get More

While big box retailers may be taking more off their prices at retail, they are also taking more away from the customer service they once offered. Stores are cutting dollars in payroll, therefore customer service is few and far between on retail floors these days. In a recent visit to Macy’s on State Street in Chicago, it took me nearly five minutes to find a sales associate available to answer a question about a product for me. And forget getting an answer with a smile – I was delivered a quick response that left no opportunity for further inquiry. I ended up leaving Macy’s with no shopping bags despite some pretty amazing sales.

Had I visited a boutique that sold the same or similiar product, I am confident I would have received as much time and as much support as I needed while making my shopping decisions. I’m certainly not the type of shopper who likes my hand held the whole time by a store associate, however I do appreciate feedback and support when I request it. I even appreciate it without having to ask as long as it’s not overbearing. This said, I truly believe that customer service is the #1 thing boutiques and all other independent, small based retailers can offer customers right now – and always.

There will always be the type of customer who shops to save every penny no matter how little customer service she receives, however there will also always be the type of customer who wants support no matter where, why, or when she spends her money. As a retailer, you should strive to satisfy both customers by constantly evaluating how you offer customer service and why you should be flexible when delivering your customer service. Remember that what one customer wants is not always want another wants from you as a sales associate. For example,  when shopping at an apparel retailer, I do not like to be told that something will look good on me when in fact I know it won’t because I know my body and my style. That said, another woman may want this type of service and without it may not buy anything. As a retailer, you need to learn how to listen and react to your customers so that you can offer them individually the best service they each will need. Often, listening will come without words, though. Learn body language and shopping habits through experience and over time, you will be able to support your customers with the unique customer service that each potential customer walking through your door needs. But remember – some people really do walk in just to browse, so never be the “pushy” type that doesn’t let this happen, either. It’s all part of the pleasant customer service game.

A Step Further

Beyond providing unique customer service based on each individual shopper, you should also consider your store’s general customer service policies. Consider the following:

1. Return and Exchange Options

2. “On Hold” Options

3. Special Treatments

a. Beverages

b. Accessories to try on, such as footwear and hosiery

c. Digital camera for quick photo snaps of customers in a potential outfits so they can see for themselves – you can even email this to them if they want to show friends

d. Other one of a kind services catered to your store / product

By offering more than what your general big box retailer does, you are providing an experience to your customer that is often worth paying a bit more for. Consider all of these points and evaluate how you stand out among your local big box competition and then ask not only yourself, but your customers, what more can help you in your customer service strategy. Remember – every store is different and every customer is as well. Let each detail that shapes your store, your competition, and your customer also shape your customer service approach.

Communicating Bad News To Your Employees

Retail morale can be difficult when sales are down, store traffic is slow, and budgets are tight. For some small retail and wholesale business owners, they are being forced to let go of employees they trust and enjoy, but simply can’t afford anymore. For other businesses, they are dealing with stress that is weighing so heavily on them that it is often falling onto the laps of their associates, as well. Whatever your particular bad news scenario is, remember that it is important to communicate these details professionally, reasonably, and nicely to your working team.

How to Communicate Bad News

Have you ever had a friend – or worse, a boss – that gets so heated when discussing bad news that it actually makes the scenario worse than it really is? Often, people abrubtly react to situations without understanding all the details at hand, therefore not sharing the most accurate details possible. Instead, they jump to conclusions, react prematurely, and deliver unnecessary bad news. Others, on the other hand, wait for all the details to be laid out on the table before reacting at all. They take in the details as straight shooters and deliver the bad news just the same.

While both scenarios are common, it’s important to remember a few things when communicating with your employees. If you practice these habits now, it will be easier for you when times are both tough and great.

1. Avoid swear words when communicating professionally. Although this may seem like a no brainer to some of you, I am always surprised at how often I hear “F” this and “S” that when working with professionals. I even hear this in front of their employees. Even if their employees don’t seem to care, it still sets an unprofessional tone.

2. Present important information to your associates at designated times that will not be interrupted by customers or any other distractions. This allows the news to be communicated with complete attention, as well as with respect.

3. When pointing out the bad in something or someone, including work performance or tough retail conditions, always point out a positive to balance the bad news. For example, if you need to tell someone their individual sales are down, you could begin by telling them that they are a great merchandiser/designer/whatever it is they are great at and then tell them that despite this, they need to focus on their weak sales, as well.  Let them hear the positive too, even if brief. If you are telling your associates about poor store sales, for example, you could remind them that although they work hard, it’s not reflective of them (if this is in fact the case). The idea is not to have someone only hear the negative.

4. End all conversations that include bad news with encouragement. Even when firing someone, you should offer hope in that they will find a job they prefer more. It’s as simple as doing one to others as you would do to yourself. Simply put, be nice and be hopeful.

5. Remember the other side of this conversation. Be willing and patient in listening to your employees. It’s important that they can communicate with you as their manager and it’s also important that you give them this respect.

While it’s never easy to deliver bad news, it’s a little easier when considering the steps above. If you have any advice on how to communicate in tough times, please share your thoughts with Retail Minded at nicole@retailminded.com.

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