The “Why” Of Dress Codes

Ugh. Dress codes. Most people cringe at the thought of someone telling them what to wear. The real world isn’t a private Catholic school, after all. But should the real world and real businesses – namely yours – have dress codes established?

Dress codes have a bad rap, unfortunately. The reality is, however, that dress codes don’t have to be bad. Sometimes a dress code is exactly what a business needs to help establish a brand look. Other times they provide direction for the not so stylish to follow. And often they simply provide a foundation as a list of do’s… not just don’ts. Whatever the reason, dress codes can actually offer a positive addition to various types of businesses. From fashion forward boutiques to trend setting furniture stores to baby focused shops to service focused bizs, dress codes offer direction on how employees should represent the business in which they work for.

If dress codes are something you currently have in place, consider reviewing how your policies are set in place. Are employees told not what to do, or rather do you set the policies with a tone of yes’? Additionally, how do your employees react to the dress code? There are sure to be whispers if things are not to their approval. But better yet – hopefully you have heard first hand their thoughts on your dress code policies.

If dress codes are something you do not have, consider how your business may be responded to differently if they were in place? One example of this may be if you believe the dress of some of your employees does not represent your store environment very well. If their dress was better suited to your business, do you think customers would respond to this employee differently?

It’s important to always respect each person’s unique character, style preferences and budget. Asking employees to buy clothes specific for their work is not always ideal, however sometimes a necessary evil (hopefully discounts can apply here). It’s important to also remember not everyone enjoys getting dressed the way you may, so a dress code could provide them with relief to the question mark of what to wear everyday. Whatever the reasons, simply remember to be fair and aware of what your policies – or lack of them – do for your business, your customer impressions and your overall brand identity.

Starting Holiday Traditions for Your Business

Whether it’s making cookies as a family, decorating a Christmas tree together or opening only one gift the night before Santa arrives, there are many traditions families repeat year after year. As small business owners, traditions can make up favorite memories for your customers and even become traditions of their own. The catch? You have to introduce and keep these traditions going year after year for the spirit of repetition to really catch on. This means committing to them… gulp…. long term.

It’s not too late to introduce a tradition to your business, or possibly it may mean simply marketing something you already do as a tradition. A few ideas that may be right for your business include:

1. Have a special sale separate from any other sale going on (nationally or locally). This doesn’t mean you shouldn’t participate in Black Friday, Small Business Saturday or Cyber Monday, it simply means you should introduce one more. And make it big! Add some bang to this sale with holiday extras such as complimentary desserts & beverage, a local musician playing as background noise, extended hours that includes a festive party or partnerships or promotions with area businesses.

2. Introduce a favorite item that is only sold seasonally. Maybe it’s a holiday collectible item, maybe it’s a decorative home piece or maybe it’s a disposable novelty item. Whatever makes sense for your business, introducing something that can be marketed before it arrives and then revved up in marketing efforts once it arrives is always fun. Possibly it’s something no one else in town has… or maybe it’s something a few other stores have. Either way, if you create a buzz around it and make it “the place” to get it, this can create a reason for customers to visit your store with anticipation and excitement… and money to spend. Use press releases to share the news of this highly anticipated item and start taking names to add to your “wait list” of this popular good. Wait lists always spark a special something.

3. Keep some traditions personal – or at least as personal as it should get with business associates! Sometimes the best business traditions aren’t those shared with customers but rather those shared with the employees who work together all year long. If your business operates with even one more person than just you, it’s worth having a tradition to look forward to that celebrates the season – and the year – with your associates. A grab bag gift exchange is fun, but take it up a notch and consider a special holiday dinner, giving back to others together by working with a charity or simply taking time off for fun (together, of course).

Whatever your holiday traditions are, celebrate them by also marketing them to your customers and associates. Make them big by creating the buzz around them to be big for your customers and associates alike to get excited by. Have traditions of your own you already do? Let us know! Please comment below.

 

Countdown To Small Business Saturday

Small Business Saturday is less than a week away. Are you ready?

This upcoming Saturday – and likely every Saturday after Thanksgiving in the years ahead – is Small Business Saturday, sponsored by American Express (thank you!). Nationally, stores across the country will open their doors like they do every other Saturday, however this particular Saturday there is a special, well deserved buzz around their doors being open. A movement is being made for Americans to shop local… and while we want them to do this ALL the time, this Saturday comes with a few extra pushes. Ads are running on TV, the media is talking about it and local businesses everywhere are getting ready for what will hopefully be their own “Black Friday like” rush of shoppers.

To help support this worth wild day, remind your customers just how important it is! Plus, let them know all the great products you have and deals, as well (yes, deals…. give discounts or incentives on this day).

A few highlights to share with your customers include:

* Small businesses generated 64% of new jobs created over the 15 years.

* Dollars spent in locally-owned businesses have three times the impact on a community as dollars spent at national chains.

* For every $100 spent at a locally owned small business, $68 returns to the community through taxes, payroll and other expenditures, according to Civic Economics.

* When shopping locally, you simultaneously create jobs, fund more city services through sales tax, invest in neighborhood improvement and promote community development.

* Shopping local offers communities to get to know each other since many store owners are also residents.

* Local shopping keeps stores open and alive. Without consumer support, downtown and shopping districts in cities and towns across the country cannot survive.

Are you inspired yet? Get the word out and let your local consumers know that this Saturday is a national movement that can’t be missed! We have a feeling it’s a movement that will become a wonderful tradition in all the years ahead, as well. So what are you waiting for? There are shoppers to get ready for!

Happy Holidays !

Store Giftwrap On A Budget… And Locally Minded!

Tis’ the season to give your customers a little extra in their shopping experience, and complimentary gift wrapping should be a must on every store’s task list. Unfortunately, not every store has the budget to fulfill all the extras they should do to keep up with the competition… not to mention their customers expectations. Luckily, there is an affordable way to wrap (most) gifts while still making a memorable impact.

Starting now, start saving your local community’s newspaper. Rather than toss it or throw it in the  recycling bin,  start your own collection to use as your gift wrap. Yes, you heard me right… as your gift wrap. But don’t be fooled by the thought of a black and white wrapped gift on Christmas. Invest in some beautiful, colorful bows to wrap around your wrapped gifts or stick on top. The contrast of black and white against a pop of color will be beautiful. And we think the bigger the bow the better! Additionally, the re-purposing of your local community paper will be interesting and buzz-worthy. Share the news of this holiday trend with your community in the actual newspaper you collect by reaching out to the press, then request permission for drop boxes at area businesses to collect these newspapers. Pretty soon, you will have an entire gift wrap collection created that not only tells a (local) story, but gives back to the environment. Plus, it’s a fun way to get your community talking… about you! We’re betting Santa would be proud!

Another bonus? This beautiful and creatively wrapped gift will be sure to create conversation from the recipient – yet another way to get your business chatted about!

No need to stop this trend when the New Year comes, though. Re-purposing anything to help save you dollars and add charm to your business is worth wild! Have your own ideas? Let us know! Please comment below.

 

A Q&A With Reyhle About New Magazine

There’s been a lot of buzz and excitement surrounding Retail Minded’s announcement of launching a publication to support retailers and wholesalers. One question that keeps popping up is “why”. Retail Minded’s Nicole Leinbach Reyhle answers some popular questions regarding the new magazine and more.

Why are you introducing yet another magazine to the trade marketplace?

There are many amazing publications for retailers and wholesalers alike, however I never felt there was something that truly catered to the lifestyle that many independent retailers live. From in their stores to out of their stores, the business of retail surrounds them in so many aspects of their lives. I wanted to create something that is both business savvy and personally fun for retailers and wholesalers to enjoy.

Who is your target audience?

Independent retailers – both brick and mortar and e-commerce – as well as the service providers and wholesalers that support them are my target audience. Retail Minded Magazine is all about “boutique” businesses and living, so modern day mom & pop shops are truly my audience. Whether they have one store, ten stores or sell into 100 stores, they are my audience. The key is wanting to relate, understand and embrace boutique business ways.

Why is Retail Minded Magazine just a quarterly magazine and not a monthly or bi-monthly publication?

Just like much of our retail audience, Retail Minded does a lot alone. In other words, I am a one woman show with some amazing contributors to help support all aspects of my business. In launching the magazine, I wanted to focus on creating honest, informative content with time for practical retail research – in the field and with real communities. This meant I needed cushier deadlines, so quarterly just made sense. Additionally, I did not want Retail Minded Magazine to be driven by advertisers, so this also meant a tighter budget and a fuller work plate.

$39.95 for four magazines may seem high to some. Why this rate?

Advertisers are great, and we plan to have some great sponsors who we believe in and likewise, they believe in us. But it’s not our intention to solicit advertisers just to get the magazine fuller (plus, we’d rather be in the field doing research!). Our price simply covers production and shipping, offering our readers an amazing resource that they can archive for future reference.

You mention “fun” when describing Retail Minded Magazine. How do you plan to deliver “fun” through Retail Minded?

What I always love about many independent retailers and wholesalers is their sincere interest in what they do. They actually enjoy going to work, which is rare in today’s world. This is where the fun comes in. I want to highlight these experiences, as well as enhance them. I also want to help others who don’t love what they do learn how to achieve this in their own lifestyles.

You take a big approach towards educating retailers – which reflects in your blog – and believe constant education is important. Can you explain?

I love to learn and feel that there is always a lot to learn in life and in business. My strengths may be another person’s  weaknesses, and vice versa. By sharing, educating and teaching through Retail Minded, it’s my hope someone from a background that isn’t retail can still become retail savvy. And even with a retail background, I still believe there will always be more to learn. (Editors note: Reyhle is also part of the Adjunct Faculty at Columbia College Chicago in their Retail Business Department)

Have more questions for Reyhle? Let us know! Please email Reyhle directly at nicole@retailminded.com or post your comments or questions below. Thank you.

To learn more about Retail Minded Magazine, visit www.retailminded.com/magazine.

 

 

Retail / Wholesale Mentors

The great thing about boutiques and other small retail focused businesses is that they are small enough to make their own rules (no corporate manuals that dictate how to do things!). A not so great thing? That this often leaves little room for training and education for continued professional growth… or does it? With just a little creativity and the desire to want to learn, there are many ways you can grow your retail expertise – in whatever sector of retail you are in. One way to do this is to find a mentor.

Through a mentor, you can gain new insight and perspectives on your approach to retail. From customer communication to tracking sales to hiring associates, a mentor can offer you candid, straight forward advice from a real life perspective. Additionally, a mentor is a great source to bounce ideas off of as you grow and nurture your own business.

Sometimes an ideal mentor is too busy for the task of being a role model, but often they are open to the idea of you being their shadow for a day. This is a fantastic way to observe their world and their ways without dedicating a tremendous amount of time. This is also a great way for you to share your world and your way with other retail professionals who may want to learn from you. Whether they are your own employees or from your community college, it’s great to give and not just gain when it comes to sharing retail knowledge.

It’s very likely your ideal mentor isn’t someone you actually know, which makes shadowing them nearly impossible. This said -  a genuine introduction and request to gain this time from them is something you can always do. But looking closer to home – wherever your home base  is – typically offers a stronger response. Complimenting boutiques or wholesalers in non-competitive markets can also support one another.

At the end of the day, your real goal should simply be to always learn and be open for growth to best support your business. A mentor is just one way of many to help you do this.

 

 

 

Retail Minded to Launch “Boutique” Magazine

Retail Minded is excited to bring you news, education and support… the “boutique” way! Retail Minded The Magazine will debut in early 2012 as a quarterly trade publication dedicated to the lifestyle of retail. From inventory control to celebrity Q & A’s to maximizing your merchandising space to understanding how to invest in your future, Retail Minded The Magazine brings you expert advice from the industry’s top professionals, offers you solutions to your latest challenges and introduces you to all the industry must haves (or at least things to know about) from technology to online to storefront.

In addition to supporting retailers & wholesalers and their boutique businesses, we’ll look beyond storefronts and into the lives of retailers. Since we believe retail isn’t just a job but part of how we live, we’ll be extending Retail Minded to support you in your entire lifestyle – from financial planning to weekend getaways to shopping excursions to getting your taxes done. Our contributors will include experienced retailers, a range of entrepreneurs, struggling business owners (yes, they have valid points to share!), savvy retail experts and more – offering you a fresh, modern approach to understanding all things retail, including living your life beyond your store walls.

Are you excited to learn more? We hope so! Subscriptions are available now for our premiere year, debuting in January 2012. Learn more here! And thank you…. we couldn’t have gotten here without you!

Social Media… In Your Store?

Millions of conversations… and purchases… are taking place online everyday. Whether you are a smart phone addict who has Facebook at your fingertips or a retail pro who prefers out loud chit chat, the reality is social media is making strides – big ones at that – in the retail marketplace.

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.

 

 

Creating a Top Ten Wish List For Your Store

There’s no time to spare anymore. The holidays are literally around the corner. Big box retailers are already sending holiday catalogs out and have their stores mapped out and ready to go for the weeks ahead. Sales are scheduled, events are planned, Santa is booked. While it’s easy to get intimidated by the big box stores during the holidays, it can be easier to compete with them if you face them head on. One way? With a must have “Wish List” for your customers to shop from.

With a few simple steps, you can help your customers understand what’s hot in your store assortment. While this doesn’t mean they need to only shop from this “Wish List”, it is a great way to get conversations starting, curiosity rolling and sales cha-chinging.

1. Get your customers excited by introducing them to the idea of your store’s Top Ten Wish List. Send an email blast announcing that the top ten products were hard to narrow down, but… drum roll please… they are finally ready to be shared! But not yet… hold off a day or two and then send your list out. The anticipation adds to the excitement!

2. Announce your top ten wish list with a bang! Use email blasts as well as Twitter, Facebook, your website, store signage and  local media. Don’t underestimate the power of excitement when excitement is used to help promote something.

3. Let everyone know about your store’s wish list when they walk through your doors. It can be a great opener that extends beyond hello. Simply state that your store’s top ten items for the holidays are available in limited quantities and offer to answer any questions they may have about them. Make sure to show them the great signage you have for this – including a list that accurately represents each product. Visuals work, as well. Including pictures on your list add to the understanding of each product. Of course, the actual product is the best visual aid to use.

4. Have a merchandising display dedicated to your top ten items. Make this a vocal point in your store that adds to the wish list excitement. A Christmas tree with each of these items as presents underneath is a simple yet impactful way to deliver the message that these items are hot gifts.

5. Offer shoppers a chance to make their own wish list. If you have lists ready to go that are fill in the blank style, then shoppers can make their own list and give them to others to shop for them on. Or… offer to keep their list so that when their husbands, friends, etc. come in, they just need to ask for so and so’s wish list. You get the idea… and just in case you need an extra push, this is all to create shopping energy that offers gift ideas and gives a reason for customers to return to your store.

Remember, the holidays are 9 weeks away. There’s no time to spare… it’s time to get ready!

A Checklist To Ensure You’re Holiday Ready

It’s less than ten weeks away until the busiest time of year for retailers. Are you ready?

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!

 

 

 

 

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