It’s July and you know what that means: The CHA Summer Show. CHA is the one summer show no creative industry retailer can afford to miss -- especially when times are tough. You can’t shrink your way to greatness! If the competition’s aisles are stacked with fresh, new merchandise, but yours are loaded with last years goods, which store do you think customers will choose? At CHA Summer you’ll find new product and applications, business seminars and workshops, and most importantly, people who are there to support you in tough times.
There’s at lot to see and do at CHA, if you don’t pre-plan your days, you’re sure to miss a lot. But that won’t happen if you follow our 5 strategies to help keep you focused and on track:
1) Pre-Plan Your Time at CHA
The goal here is to get more out of the show, but before you leave for Chicago you need to do some pre-show homework:
* Take a close look at your product sales histories. Which merchandise is selling, and which product is just lying around gathering dust? Make a list of the product and/or merchandise categories you need to buy to fill in or round out your assortment.
* Examine your current and committed inventories. You will also want to set a budget – the danger in going to a show without a budget is that you could very well can end up buying much more than you intended to buy.
* Before you step foot on the show floor, set a strategic plan on how to shop it. To do this, go through the show book and make a list all of the vendors you want to see. List them by booth number so you can later work your way through the show aisle by aisle. Use Post-it notes to mark important pages or details in your show book.
2) Invest in Yourself and Your Business: Sign Up for Seminars
A retailer in a one of our business seminars asked, “My friend is in a workshop and she’s getting $300 worth of free stuff. What am I getting in this class?” Our response, “How much is your business worth?” was met with a blank stare. We continued, “Your business is only worth as much as you are willing to put into it. Your friend will learn a new technique – very important in a store that relies on creativity – customers count on your for new ideas, products and applications. But business seminars teach you the strengths and strategies every retailer must possess to take their store to the next level of success.
This year CHA Summer has gathered a top name array of retail industry experts to speak on various topics. Join us on Friday, July 17 from 2:00 – 3:00 PM for our LIVE panel discussion “Meet Generation Z”. You’ll meet 10 kids from the latest generation to hit your sales floor; you’ll hear what’s on their little minds, and you’ll have the opportunity to ask them questions. You’ll also want to join us from 12:00 – 1:00 PM on Saturday, July 18 for “Generation Z: It's Party Time! Draw Families & Kids to Your Stores with Targeted Events”.
And don’t miss Jean Chatzky’s keynote presentation, “Make Money, Not Excuses … Even in a Recession!” on Thursday, July 17 from 6:30 – 7:30 PM. Ms. Chatzky knows what she’s talking about: she’s one of the nation's leading personal finance experts, is editor-at-large of Money magazine, and the financial editor of NBC's Today. There’s even a “Taste of Rosemont” reception prior to the keynote.
Visit http://www.chashow.org for more information and to register on-line.
3) Hit the Show Floor Running
* Arrive early on your first day the show so you can get a good idea of how the show floor is laid out. That first morning, take time to walk the entire show floor. Carry a notebook with you, taking detailed notes as you quickly scan each booth. Note which products and vendors catch your eye – you’ll want to make plans to come back and visit these booths later.
Remember, opening day will be busy. Most people generally begin shopping at the front of the show. Instead of following the herd, head for the back of the show and work in the opposite direction of the crowd. You’ll find open aisles and hassle-free shopping.
* Keep your eyes open for “show only” specials. If you see something you like, but are not prepared to place your order at the show, ask if you can still have the special pricing or dating if you place your order after the show. And if you order basic goods at show special prices, write orders for an entire year, requesting that the vendor stagger the delivery dates throughout the year. Take advantage of that discount!
* If you require quality alone time with a particular vendor, it’s a good idea to set an appointment. The retailers we consulted with agree that vendor appointments should be set in this order: 1. Current vendors; 2. Vendors you work with occasionally; and 3. New vendors based on current and future needs.
You will also find that the slowest hours of the show are the best time to conduct business. Use this time to visit big vendors, those with lots of product in multiple booths, and those that require extra time and conversation.
* Each day on the show floor, replace your enthusiasm for the cool product you will see with savvy common sense. Here’s a money-saving trick: after writing an order, take it with you. Each night in your hotel room, take a moment to review each one, asking yourself if this is the product and quantity that you really want – or need – to order. If it is, you can drop off the order in the morning, but if it’s not, you’ll save yourself from making a costly mistake.
4) Tap into Vendor Knowledge
Your vendors are an invaluable resource who travel the country and talk with retailers and customers alike. They are a bottomless pit of information – information they are more than willing to share with you. Here are a few questions to ask:
* What trends have you seen that I should be aware of?
* What’s the best way to sell this merchandise? Should it be displayed alone or cross-merchandised with yours, or another vendor’s product?
* What have other retailers done in their stores to stimulate sales?
* Do you have signing, project sheets or other point-of-purchase materials? How about DVDs for in-store play and to help train my team?
* Do you offer merchandise planograms or other help with setting the department in my store?
* Do you have people available to train my team, or demonstrators available to do demos and makit / takits during my in-store special events?
5) Grow Your Retailer to Retailer Network
CHA Summer is also the perfect place to meet and network with other retailers. If you’re not sure how to do this, start with the retailers you sit with during workshops and seminars.
* Mediocrity borrows but genius steals. One thing to steal is a networking technique used by the chain stores: all company personnel attending the show meet at a specified time and place to discuss what they found on the show floor that day. They do this because it works – and you can do it, too.
If you’re traveling with colleagues or members of your buying group, choose a time and place to meet and assign each person a goal, such as finding a new vendor for _____________; getting the best price on ________________; or securing prizes and giveaways for upcoming promotional events.
* If you’re attending the show alone, recruit the retailers you meet in seminars and workshops. Agree to meet each day to hash over what you’ve found at the show. You can save time by meeting over lunch.
* Keep your networking group together after the show and agree to get together occasionally in person. If that’s not feasible, then talk via telephone or e-mail in-between shows.
As soon as you finish reading this post, print it and tuck it in the briefcase you will take with you on the plane – you’ll want to keep it handy to help guide you through all of CHA Summer’s must sees. Throw in a couple of highlighters and post it notes to flag important pages.
Along with stamina and sensible shoes, you need to approach CHA Summer with a solid plan of attack. There are so many things to see and do, and you don’t want to miss a single one. We can’t wait to see you on the show floor!
