Christmas is closer than you think. This busy time of year has the power to move your store from the red into the black. Have you done your pre-holiday homework? Here is a list of things you need add to your list of things to do:
* Hire your temporary staff. Set up a training schedule, and partner each new hire with a seasoned associate –a buddy – who can be a mentor throughout their holiday employment. New associates with lots of questions might feel uncomfortable about bugging the boss for help, but they’ll fell right at home asking their buddy.
Your buddy system will help you set and maintain a positive store culture where both associates and customers will thrive. Don’t forget to hold a meeting with your mentors before the new hires arrive. You will need to explain the program, your expectations, and why you chose them. They will surely rise to the occasion!
* Be ready for Black Friday, otherwise known as The Day after Thanksgiving, the one day you must have something BIG planned for your store. You want to capture first business by attracting customers to your store as early as possible before they head off to the malls. A coupon that entitles the customer to 50% off of any one regular priced item of their choice is a Black Friday workhorse that works in almost every industry. This coupon is all about choice: you choose which items are included in the sale; you may also chose to limit the dollar amount to 50% off of any one regular priced item of up to $50.00. The customers get to choose what’s on sale.
In order to capture that first business, you will need to run your 50% Off Coupon event between the hours of 6:00 AM and 10:00 AM. Offering other good deals to attract additional customers throughout the day is also a good idea.
A Black Friday in-store event is not an option. If you don’t have anything planned for the day after Thanksgiving, drop us an e-mail at info@kizerandbender.com and we’ll send you our 50% Off Coupon event instructions and template, plus a bunch of other ideas for you to choose from. You may also want to revisit our November and December blog postings from years past.
* You also must have at least one major in-store event, and two minor in-store events planned for each week of November and December. If you’re stuck for ideas then check out “It’s Not Too Late!” an article loaded with events to get your creative juices flowing: http://www.kizerandbender.com/pdf/NotTooLate.pdf And remember, you can always call us for an impromptu brainstorming session.
* In addition to events, you must also prepare a list of items and/or categories of merchandise that you will promote during the holidays. Some things to consider include: how you will advertise this merchandise, how it will be promoted in your store, how and where it will be displayed, and when the displays need to be set up. And you can’t do this all by yourself, so assign each associate a promotion or two. Their close involvement will make it a better event.
* Make sure that each Monday you find time to rotate the displays and/or fixtures in the front of your store. To do this you will need to plan how your sales floor will look for each week of the holiday season. This is critical if your store sees many repeat customers each month. Once you begin your merchandise rotation, customers will begin to ask, “Is this new?” and “When did you get this?” about items that might have been in your store for six months.
* Choose your holiday theme. Winter Wonderland? Santa’s Village? Whatever theme you choose must be designed to put customers in the holiday mood. In addition to store décor you must consider associates attire, in-store music, holiday refreshments, even when Santa will pay a visit. Set a schedule of what needs to happen and when, and stick to it.
* Create a “Top 10 List of Not to be Missed Holiday Gifts” that are available from your store. Ask customers for their suggestions. Make sure that all of your store associates memorize it, and have plenty of copies on hand throughout the store. Feature your list on your website and in your newsletter; include it in store signing, and on bag stuffers. When you make shopping decisions easy for your customers, they will thank you in dollars and cents.
* Stock up on your “never out” store supplies, the things that would be a disaster if you ran out on a busy Saturday. Bags and gift certificates top the list, but even toilet paper is important.
* Create an exit strategy – a clearance plan – for all of the merchandise you will need to close out after the holidays. Determine what will be marked down, how much it will be marked down, how it will be signed, and how and where it will be displayed in the store.
* Determine how you will handle those inevitable customer returns. Post your customer-friendly return/exchange policy behind the check out counter, on your website, and include it on all holiday bag stuffers. Decide where holiday returns will be processed: at the checkout or at a separate table?
* And finally repair, repaint, and replace everything on your “To Do” list now. You don’t need the hassle of fixing the wheel on a shopping cart in December when the store is really busy.
And when the holiday’s are over, and things begin to wind down, that’s the time to note what worked in your store, what didn’t, and what you wish you would have done differently. No matter how tired you are, don’t skip this important step. Your notes will be invaluable when it’s time to plan for Holiday 2008. Retail’s in the details. There’s no doubt that the holiday season is a stressful time for most retailers, but with a little planning, it doesn’t have to be.
* Hire your temporary staff. Set up a training schedule, and partner each new hire with a seasoned associate –a buddy – who can be a mentor throughout their holiday employment. New associates with lots of questions might feel uncomfortable about bugging the boss for help, but they’ll fell right at home asking their buddy.
Your buddy system will help you set and maintain a positive store culture where both associates and customers will thrive. Don’t forget to hold a meeting with your mentors before the new hires arrive. You will need to explain the program, your expectations, and why you chose them. They will surely rise to the occasion!
* Be ready for Black Friday, otherwise known as The Day after Thanksgiving, the one day you must have something BIG planned for your store. You want to capture first business by attracting customers to your store as early as possible before they head off to the malls. A coupon that entitles the customer to 50% off of any one regular priced item of their choice is a Black Friday workhorse that works in almost every industry. This coupon is all about choice: you choose which items are included in the sale; you may also chose to limit the dollar amount to 50% off of any one regular priced item of up to $50.00. The customers get to choose what’s on sale.
In order to capture that first business, you will need to run your 50% Off Coupon event between the hours of 6:00 AM and 10:00 AM. Offering other good deals to attract additional customers throughout the day is also a good idea.
A Black Friday in-store event is not an option. If you don’t have anything planned for the day after Thanksgiving, drop us an e-mail at info@kizerandbender.com and we’ll send you our 50% Off Coupon event instructions and template, plus a bunch of other ideas for you to choose from. You may also want to revisit our November and December blog postings from years past.
* You also must have at least one major in-store event, and two minor in-store events planned for each week of November and December. If you’re stuck for ideas then check out “It’s Not Too Late!” an article loaded with events to get your creative juices flowing: http://www.kizerandbender.com/pdf/NotTooLate.pdf And remember, you can always call us for an impromptu brainstorming session.
* In addition to events, you must also prepare a list of items and/or categories of merchandise that you will promote during the holidays. Some things to consider include: how you will advertise this merchandise, how it will be promoted in your store, how and where it will be displayed, and when the displays need to be set up. And you can’t do this all by yourself, so assign each associate a promotion or two. Their close involvement will make it a better event.
* Make sure that each Monday you find time to rotate the displays and/or fixtures in the front of your store. To do this you will need to plan how your sales floor will look for each week of the holiday season. This is critical if your store sees many repeat customers each month. Once you begin your merchandise rotation, customers will begin to ask, “Is this new?” and “When did you get this?” about items that might have been in your store for six months.
* Choose your holiday theme. Winter Wonderland? Santa’s Village? Whatever theme you choose must be designed to put customers in the holiday mood. In addition to store décor you must consider associates attire, in-store music, holiday refreshments, even when Santa will pay a visit. Set a schedule of what needs to happen and when, and stick to it.
* Create a “Top 10 List of Not to be Missed Holiday Gifts” that are available from your store. Ask customers for their suggestions. Make sure that all of your store associates memorize it, and have plenty of copies on hand throughout the store. Feature your list on your website and in your newsletter; include it in store signing, and on bag stuffers. When you make shopping decisions easy for your customers, they will thank you in dollars and cents.
* Stock up on your “never out” store supplies, the things that would be a disaster if you ran out on a busy Saturday. Bags and gift certificates top the list, but even toilet paper is important.
* Create an exit strategy – a clearance plan – for all of the merchandise you will need to close out after the holidays. Determine what will be marked down, how much it will be marked down, how it will be signed, and how and where it will be displayed in the store.
* Determine how you will handle those inevitable customer returns. Post your customer-friendly return/exchange policy behind the check out counter, on your website, and include it on all holiday bag stuffers. Decide where holiday returns will be processed: at the checkout or at a separate table?
* And finally repair, repaint, and replace everything on your “To Do” list now. You don’t need the hassle of fixing the wheel on a shopping cart in December when the store is really busy.
And when the holiday’s are over, and things begin to wind down, that’s the time to note what worked in your store, what didn’t, and what you wish you would have done differently. No matter how tired you are, don’t skip this important step. Your notes will be invaluable when it’s time to plan for Holiday 2008. Retail’s in the details. There’s no doubt that the holiday season is a stressful time for most retailers, but with a little planning, it doesn’t have to be.
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