The next hurdle

Just found this yesterday, and nearly choked. Admittedly, there’s logic to back the author’s argument favoring large purchases being made online-—when money’s tight, customers get savvy about how and where they can save it.

The downside? If it’s a large or expensive item that they can find online with a retailer who’s not also local, well...even I’d be tempted to save a few hundred dollars on a big ticket purchase.

The upside? In this economy, the average customer isn’t looking at a large ticket purchase, unless it’s absolutely necessary. And a lot of online retailers are going to have to dump the free freight option, in light of rising fuel costs.

What this means, is that now’s the time to start stacking the deck in your favor. If you haven’t done so already, start planning your holiday promotions today-—and that includes special events...create a custom shopping service that provides suggestions to your best customers based on what they’ve purchased in the past...come up with a bag stuffer that highlights lines you’ve ordered for 4Q delivery, hyping the fact you’re not only here, but prepared for a successful holiday season...figure out how to pump up your it-better-be-free gift wrapping service...

...and don’t panic. The upcoming holiday season is going to be about not only reasonable price points, but getting as much bang for the buck as possible. Don’t limit that bang to just the product; consider what you’re offering as a host. Your store is your home. Your customer is your guest. Make sure they enjoy the stay while looking at all the pretty things.

Transitions

Today’s officially the first day of the rest of Maria Weiskott's life, having turned over the reigns as Editor in Chief at Gifts and Dec. As someone who had the privilege of writing for her, I can attest to her keen eye and ability to cut to the chase; she’s direct, she’s clear, and she knows what needs to be done.

It’s been an honor, Maria, and a pleasure; hope we get to collaborate again in the future. Until then...kick back, enjoy the summer, and soak up all the kudos for a job well done. You’ve earned ‘em, sister.

Independents’ Day Hymn

"Independents Day" (spelling intentional) has been used a lot to promote the little guy:

2001:
Grundig, German manufacturer of world band phones and electronics, launched a year long “Independents Day” campaign promoting locally owned retailers who carried their line. The retailer who sold the most product won a trip to the U.S....on the Fourth of July.

2004:
The Federation of Wholesale Distributors in the U.K. launched its “My Shop is Your Shop” campaign on June 1st, dubbed “Independents’ Day.” Over 5,000 retailers participated with great success.

2006:
Two dozen retailers launched a “buy local” campaign in the Portland, Oregon area...long before most U.S. consumers had even heard the phrase.

2008:
Record labels from around the world kicked off their inaugural “Independents Day,” celebrating the role of indie labels in pop over the past 50 years.

In keeping with the patriotic theme, here’s my little ditty for independent retailers everywhere (to the tune of The Marine Corps Hymn, aka: From the Halls of Montezuma):

From the lanes of small town USA
to the streets of NYC,
there are independents everywhere
and we’re happy so to be.
Our job‘s not the easiest around,
and our work load’s ten times yours.
Still, we’ll stick to what we each do best
just to keep open our doors.

We know customers by their first names
and we know their kids’ names too.
We hear personal things most should not
as we show folks what is new.
As a therapist, we’re free of charge
and we’ll sell the latest wares,
but start buying from those online stores?
Good luck finding one who cares.

Yes, our hours are shorter than the “bigs,”
and we carry fewer lines.
We can’t offer 2/3 off the price
or impress you with big signs.
Still, we’ll give you better quality,
both in goods and service too.
If you need cheap stuff, then go to them;
come to us for what is new.

So to Walmart, KMart, and the rest,
do you think your staff can sell?
Give them Mrs. Johnson’s two hour chat
and they’ll think they’ve gone to hell.
And to online stores like Amazon,
who are open round the clock,
we don’t want to be what you’ve become;
we like profit with our stock.

Need the newest thing or latest buzz?
Get it from your corner store.
We are nimble, quick and sharp as tacks,
and will always provide more.
We will be here when it rains or shines,
and will rise up to each test.
As an Independent Retailer,
we are, simply put: the best.

© Cinda Baxter, Always Upward 2008

Better hurry....

Just got an email from Sara at the Chicago Mart-—if you’re thinking about attending either the Power Lunch session or the Trolley Tour, better sign up soon. The head count’s getting up there fast on my noon session, and we’re already up to four trolley cars for the tour.

Both promise to be big fun. If you’re on my trolley car, be sure to say hi-—looks like I’m playing Hostess with the Mostest on one of them.

Of course, I have to behave, since my mom will be along too.

Wink, wink.

Chicago game plan

Gotta tell you, I’m really looking forward to the upcoming Chicago gift show. This time, I’m speaking at two sessions-—first, the Power Lunch on Sunday, then later that afternoon as one of three presenters at the GHTA Forum and Trolley Tour.

The two sessions couldn’t be more different. The Power Lunch is titled “Speed Networking for Retailers,” as I wear my RetailSpeaks hat, focusing on fast paced, out of the box thinking with a roomful of peers. Don’t get nervous-—it ought to be fun, and will send you home with the creative juices flowing.

The forum is a bit more on the serious side, titled “Strategies for Challenging Times.” Tom Ungrodt, Carol Schroeder, and I will frame an attack plan for squeezing more cash out of your stores in this upside down economy. Immediately after the forum, we’ll set off on a Trolley Tour of cool stores in the Chicago area, complete with a yummy boxed dinners and drinks.

For descriptions of the sessions (as well as others), visit the Chicago Market Living and Giving website-—or just click here.

To sign up for the Power Lunch or Trolley Tour, rsvp before July 7th (by clicking here). The Power Lunch is free; since the Trolley Tour includes drinks, that one’s a nominal $24.99 per person (and is worth it; we really had fun last year).

To attend the forum, just show up. No rsvp or charge involved.

Hope to see you there; be sure to come up and say hello.

Epson’s loss

Well, we shoulda known. Sooner or later, Patrick Chen (Epson’s Professional Imaging Product Manager) was going to get snapped up by someone and slipped out of our happy little printer-lovin’ clutches....

Congratulations, Patrick, and enjoy this first day on the job at your new digs.

And congratulations, Envelopments-—you guys just landed the Big Kahuna (and one of the nicest guys on earth).

Photo credit: Jeff Schewe, Photoshop News

Decide to be Remarkable

Yet again, one of my favorite blogs has popped up with some wisdom we can all benefit from. Chris Guillebeau sees life from a fresh perspective, demonstrated in a recent post titled “Decide to be Remarkable,” where he puts forth good advice that can be applied (with adjustments) to retail ownership.

So, with you independents in mind, here’s my adaptation:

1. Stop making excuses. Okay. So you didn’t order the right stuff in January because you were exhausted from Christmas. You blew it in marketing last quarter because you were too worried about the downtrend in sales. Your summer window display ideas are still on the drawing board because you’re just not inspired. Well, get over it. Doesn’t matter why things didn’t work or didn’t get done. What matters is that you stop looking over your shoulder, stop beating yourself up, and start looking forward.

2. Take responsibility. This is the opposite of giving excuses. Take responsibility for your own success, and take responsibility for the success of projects you work on. When something goes wrong (it usually does), take responsibility for that too. (Every word of this one came from Chris. It was too perfect to tweak.)

3. Start questioning rules and expectations. This doesn’t mean “Get in your vendors’ faces;” it means ask why they require what they do. Minimums in dozens instead of half dozens? The latter would give them double the real estate and your customers twice the selection. They want you to display the entire line in one location? Explain that putting invitations in your invitations section will turn product faster than if it’s stuck in the middle of the store with boxed notes. By asking a few questions, you learn a little while creating new solutions that win for both of you.

4. Find work that you love and do it well. Figure out which part of running your store you love most. Odds are, it’s also what you do best-—and is probably something you rarely do now. Refocus on it, then assign or hire employees to cover the rest (of course, that means del-e-gate, which you should be doing already).

5. Begin living your own life. Leave work when the door locks. Go home. Eat dinner seated. Learn to disengage from your store and re-engage with your spouse, kids, friends, neighbors, houseplants, etc. If it’s been a long time, they might ask for ID...in which case, engaging a therapist might also be a good idea.

6. Take it up a level. Figure out what’s already working well and exponentially add to it. You’ve been landing a few good corporate clients? Actively market directly to three times that many right now, during the slow summer season. Feel like you’ve been fair to your employees? Work out a deal with a nearby massage therapist to come in one day to give foot rubs to each of them with no advance warning. Pretty sure your best customers know you appreciate them? Send your top 100 a handwritten thank you note, just because (do 20 per night for a week and you’re there). Be the person that exceeds what everyone around you expects.

And the last bit of advice?

Beware of Excellence

Yeah. That would really be a bummer to get used to, huh?

Now, go get ‘em, kid.