tag:blogger.com,1999:blog-188482232024-03-17T22:04:20.027-05:00KIZER & BENDER's Retail AdventuresKIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.comBlogger852125tag:blogger.com,1999:blog-18848223.post-40779038146618799702024-03-16T13:57:00.002-05:002024-03-17T12:08:49.680-05:0012 Ideas to Improve Your Customer Service and Increase Store Sales!<p> </p><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-rgfC3XYaVgE/YUt8S97AgCI/AAAAAAAAMT8/XA0UzJxuFcAU_1Ijm8ngzg-ySxvgvKZogCLcBGAsYHQ/s2048/Happy%2Bman%2Bkizerandbender.com.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1771" data-original-width="2048" height="554" src="https://1.bp.blogspot.com/-rgfC3XYaVgE/YUt8S97AgCI/AAAAAAAAMT8/XA0UzJxuFcAU_1Ijm8ngzg-ySxvgvKZogCLcBGAsYHQ/w640-h554/Happy%2Bman%2Bkizerandbender.com.png" width="640" /></a></div><p></p><p align="center" class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: center;"><br /></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Working
on the front line of retail is hard. You sell in-store, online, and on social media, making exceptional customer
service mandatory. Every associate must be kept up to speed on what is expected
of them while at work, and every associate needs to ensure that whatever is
expected happens. Let’s look at what you can do to improve your customer
service and increase store sales:</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">1. Start
with solid communication.</span></b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"> You know the saying: Everyone needs to
be on the same page, in the same book, but they can’t do that unless you make
it happen. Consider setting up a weekly email blast for associates only that
brings them up to speed on what’s happening in the store. You can do the same
thing with a private Facebook Group or keep in daily contact with a myriad of
available free apps. We like WhatsApp; it’s free to use and you can send
messages, documents, photos, and videos, make voice calls, and even host video
chats on mobile devices and desktop computers. If you are able to send the same
message to all associates at the same time, choose whatever method works best for
you.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">It’s
also a good idea to hold a 10 minute meeting with associates each morning before
you open the doors for business, repeating it again whenever there is a shift
change. You can leave people in the dark, but you can never over communicate.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">2.<span style="mso-tab-count: 1;"> </span>Set
a daily sales goal.</span></b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"> No matter how long they have been with
you, people need to know what is expected of them. If you have never set a daily
sales goal you will be pleasantly surprised at how much more attentive associates
become once they know you are keeping track of their productivity. Your POS
system may be able to help here or you can simply ask customers at the cashwrap
who helped them and note it in a Daily Sales Goal Journal. Don’t just say you
have a goal – write it down and put it in a place where every associate can see
it.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">3.</span></b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="mso-tab-count: 1;"> </span><b style="mso-bidi-font-weight: normal;">Require everyone to do</b>
<b style="mso-bidi-font-weight: normal;">a mandatory 360 Degree Pass-By</b> at
the start of each shift. This exercise requires associates to do a quick walk
through the store, noting what’s new, what has changed, and which areas need
immediate attention. A daily 360 Degree Pass-By shouldn’t take more than a few
minutes, but it will help associates – even your full-timers – become more
familiar with what’s happening on the sales floor.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 10pt;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">4.</span></b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="mso-tab-count: 1;"> </span><b style="mso-bidi-font-weight: normal;">Answer the phone within
four rings</b>, the number typically programmed into answering machines and
voice mail systems. There will always be exceptions but picking up the phone in
four rings or less should be your norm.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 10pt;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">If you
are busy helping another customer and the phone rings simply request permission
to answer the phone. Ask, “Would you mind if I answered the telephone?” If she
says OK, take the call and offer the caller the choice to be placed on hold or
opt for a call back within a specified time. If the customer says no, then let
the call go to voicemail and call the customer back as quickly as possible. But don’t rely on voice mail to answer every call.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 10pt;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">In
person we have a chance to make a judgement call about the person we are
working with, but over the phone it’s a different story. We remember working with
a retailer who had a pleasant store associate who didn’t sound so pleasant over
the phone. After working with her for a while with no change Rich decided to
hang a mirror over the telephone. He suggested that the associate look in the
mirror and smile before answering the phone – it did the trick. Try it! It’s
hard to sound bad with a smile on your face.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 10pt;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">5.</span></b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="mso-tab-count: 1;"> </span><b style="mso-bidi-font-weight: normal;">How the phone is answered
builds a perception about the business.</b> Know what drives customers crazy?
This:</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 10pt;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">“Hello
and thank you for calling XYZ Shop. We are open from 10:00 – 5:00 Monday –
Wednesday, Thursday, and Friday, 10:00 – 9:00, Saturday from 10:00 – 6:00, and
11:00 – 4:00 on Sunday. Our special today is ______________ and
_______________. This is _______________. How may I help you?” <i>Click.</i> TMI.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 10pt;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Instead
choose a short, standard greeting that everyone must use when answering the
phone. Ours is, “It’s a great day at KIZER & BENDER Speaking! This is
____________, how may I help you?” It’s short, friendly and to the point.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">6.</span></b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="mso-tab-count: 1;"> </span><b style="mso-bidi-font-weight: normal;">Welcome</b> <b style="mso-bidi-font-weight: normal;">shoppers as quickly as possible.</b> It’s interesting
that in our onsite studies shoppers who were greeted within 60 – 90 seconds say
it took five minutes or more for someone to acknowledge them. It’s a perception
thing – we call it customer time vs. real time – so say hello ASAP.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">A warm smile
and a hello are really all you need. Make eye contact and say, “Welcome to the
store!” or “What brings you in to see us today?” Most customers will thank you,
opening the door to a lengthier conversation. If the shopper needs help
immediately, she’ll ask for it. When she doesn’t need help, offer a cart or a
basket and invite her to browse at her leisure. You can check back later to see
how she’s doing. But don’t ever say,<b style="mso-bidi-font-weight: normal;"> </b>“May
I help you?” because the answer will almost always be, “No thanks, I’m just
looking.” That question only works when the customer is clearly in a hurry.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">We
created the “7-Tile Rule” </span><span style="font-family: Georgia, serif;">–</span><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"> acknowledging customers when you come within 7' of them </span><span style="font-family: Georgia, serif;">–</span><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"> after watching shoppers roam too many sales floors
unattended. Your goal should be to acknowledge every shopper every time your paths
cross on the sales floor. React with a smile, nod, or conversation – whatever
the situation requires. The 7-Tile Rule isn’t just a perception builder; if the
shopper is up to no good, all that attention will send her right for the door.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">This is
also a good time to introduce yourself; people like to be addressed by name, so
offer yours first. In fact, everyone should introduce themselves to at least
five customers each day. When was the last time anyone at a big box store
introduced themselves to you? Never? We thought so.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">7.</span></b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="mso-tab-count: 1;"> </span><b style="mso-bidi-font-weight: normal;">Watch your body
language. </b><span style="mso-spacerun: yes;"> </span>What we are really
thinking shows up before we ever say a word. Did you know that 7 percent of
what we communicate to others comes from the words we choose, 38 percent is
through tone of voice, but 55 percent of what we communicate is done through
body language? It surfaces in how you stand, how you hold your head, and the
look on your face. Sometimes standing with your arms crossed is just
comfortable, but to the customer in front of you, it’s a barrier.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Keep
cellphones off the floor or limit usage when shoppers are present, even when you
are legitimately doing store business. Stay at least 6’ away from a customer’s personal
space, and when you are having a conversation with another associate always stop
and acknowledge customers who are nearby.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">8.<span style="mso-tab-count: 1;"> </span>Ask
the customer questions to determine what they came in to buy.</span></b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"> There
are two ways to ask questions: open-ended questions and closed-ended questions.
Open-ended questions allow you to quickly uncover useful information. Open-ended
questions begin with who, what, where, when, why or how. Think, “Who is this gift for?” or “Which colors are you leaning towards?”</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Close-ended
questions can only be answered “yes” or “no”. They are helpful with talkative
customers and with those who give you long but non-useable answers. Closed-ended
questions always begin with a verb, like will, are, is, did or didn’t. Think: “Is
this gift for a child?” or “Does this person enjoy puzzles?” Just remember,
whoever asks the questions, controls the conversation. Once you discover what
the customer is looking for you can get to work.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">9.<span style="mso-tab-count: 1;"> </span>Demonstrate
how the product can be used or how it works. </span></b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Obviously, it’s easy to
demonstrate how a sewing machine or lawn mower works, but there are show and
tell opportunities with all sorts of items. Drape apparel or fabric,
demonstrate items the customer may not be familiar with, show what’s in a kit –
be creative because this is where you get to show off your product knowledge.
And by the way, if you are unfamiliar with all the products in the store, take
a moment each day to read labels, and instructions on products you have not
personally tried.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">10</span></b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">.<span style="mso-tab-count: 1;"> </span><b style="mso-bidi-font-weight: normal;">Remember to</b> <b style="mso-bidi-font-weight: normal;">suggest additional products.</b> Have you
ever been to a fast food restaurant where they didn’t ask if you wanted fries
with your sandwich? Nope. Because that never happens. Fast food retailers know
that the easiest way to increase the bottom line is to have associates suggest
additional items. It’s so ingrained that every associate does it, every time. Associates
working in your store should do it, too.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Customers
won’t buy additional items if they aren’t asked. Sometimes those add-on items
are a necessity, like batteries or components needed to complete a project. Why
wait for the customer to return home without everything she needs only to
return angry because she had to come back again? Don’t think of add-on selling
as pushy, think of it as a positive way of helping the customer and suggest
away.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Try our
“Gimme 5” exercise: Randomly hold up an item and ask your associates to name
five additional items that could be added-on to the sale. Practice until adding-on
becomes a natural part of the sales process.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">11.</span></b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="mso-tab-count: 1;"> </span><b style="mso-bidi-font-weight: normal;">Don’t forget to build a relationship.
</b>Before the customer leaves the store think about one more thing you can do
to keep her close. Invite her to sign up for your email blasts, watch your
Facebook Live broadcasts, join your private Facebook Group, or just hang out with
you on social media. If you happen to capture the customer’s address, send her
a handwritten card thanking her for choosing your store. It’s the little things
that draw customers close to your store, and it’s the little things they share
with their friends about your store.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">12.<span style="mso-tab-count: 1;"> </span>Celebrate
the victories.</span></b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"> We need to celebrate daily victories, even the little ones.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Toast
the end of a long week by recognizing associates for a job well done. For
something above and beyond what is expected – big sale, letter, or mention in a
customer review, putting out all the new product in record time – you’re your
appreciation in front of their peers, maybe with a gift card from the store. Go
bigger with a gift card to a favorite restaurant, a pretty bouquet of flowers
or a tin of chocolate chip cookies. Sometimes all it takes is a sincere thank you. In the end it doesn’t really matter what
you do as long as you do something.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 10pt;"><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 10pt;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><o:p> </o:p></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 10pt;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><o:p> </o:p></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 10pt;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><o:p> </o:p></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 10pt;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><o:p> </o:p></span></p>
<p align="center" class="MsoNormal" style="line-height: 150%; margin-bottom: 10pt; text-align: center;"><span style="font-family: "Georgia",serif; font-size: 12pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">COPYRIGHT <a href="http://www.kizerandbender" target="_blank">KIZER & BENDER</a> | ALL
RIGHTS RESERVED | <a href="http://www.retailadventuresblog.com" target="_blank">Retail Adventures Blog</a><o:p></o:p></span></p>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com1tag:blogger.com,1999:blog-18848223.post-88096412990405030112024-01-28T16:56:00.046-06:002024-02-08T20:19:38.256-06:00NRF Big Show: Insights and Reflections from the RetailWire BrainTrust<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://www.retailwire.com" style="margin-left: 1em; margin-right: 1em;" target="_blank"><img border="0" data-original-height="1413" data-original-width="2048" height="445" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjJ6ECWUk1qfywpjZg3dqn3n-W8NV2zKhYWC7tPcSItRul_NTe9ot2nlBn_q3rxZRqvnPg57Cn-q2LatIQVIhQtxN3DGTw5o34FZxAJKD4CiT03YOvkQuZ4RJOvI82uDOFNdcoyBz6dJqVPmytZ_7U1rNrlmAwZme3UrSyzopiXsc7aw2CCQ0lX/w644-h445/NRF%20--%20BrainTrust%202024.jpg" width="644" /></a></div><div class="separator" style="clear: both; text-align: left;"><p style="background: white; line-height: 150%; margin-top: 0in;">
</p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;"><a href="https://nrfbigshow.nrf.com/"><span style="color: #2b00fe;">NRF 2024:</span></a> Retail’s Big Show brought together industry experts and thought leaders
to discuss the latest trends and innovations shaping the future of retail. With
over 40,000 attendees, 100 speaking sessions, and 1,000 exhibitors this year,
the conference is the world’s leading annual retail event.</span><o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">After
a meeting with RetailWire’s BrainTrust panel of retail executives, analysts,
consultants, and academics to break down the big themes of the conference,
we’ve collected some key insights and reflections from those who participated.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: large;"><b><span style="font-family: "Georgia",serif;"><span>AI Took Center Stage</span></span></b><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">At
NRF 2024, purpose- and value-driven AI and GenAI capabilities took center
stage. According to <a href="https://www.linkedin.com/posts/brandonrael_nrf2024-ai-genai-activity-7153416502082224129-GYBR/?utm_source=share&utm_medium=member_desktop"><span style="color: #2b00fe;">Brandon
Rael</span></a>, “AI capabilities are no longer in the hype cycle. They are embedded
within so many solution capabilities provided by Microsoft, Diebold Nixdorf,
IBM, SAP, KWI, Salesforce, and many market leaders in the commerce space.” He
explained that AI is driving intelligent checkout experiences and providing
value, cost savings, and efficiency.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">“This
should have been called the AI convention,” David Biernbaum stated. “AI will
have a radical impact on retail… As a consultant, it was what I was asked about
more than any other topic.” He also said that people are overwhelmed with AI.
“There are so many things I can use it for. Should I use it for technology, for
internal things? Should I use it for customer information? What function should
I use it for first, or do I use it for a lot of things?”</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Scott
Benedict agreed about the prominence of AI at the conference, stating that it
“permeated countless speaker presentations, as well as expo floor booth
presentations.” He added that “AI has the potential to drive efficiency, reduce
cost, improve sales, and enhance back-office functions such as product
forecasting and supply chain operations.”</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">In
<a href="https://www.stibosystems.com/blog/nrf-2024-recap-in-the-ai-era-better-data-can-make-all-the-difference"><span style="color: #2b00fe;">Stibo
Systems’ recap of NRF 2024</span></a>, Brian Cluster wrote that “81% of retailer
decision makers feel ‘urgency’ to adopt generative AI,” according to Google. He
then said, “While there was a great deal of AI buzz, we also heard from some of
the larger technology and market research and retailers providing a steady and
pragmatic view of how to think about AI as a whole and the importance of
building a data foundation that can serve as a prerequisite for AI
initiatives.”</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Not
all BrainTrust members were as excited about the focus on AI. “AI was
overrated,” Lucille DeHart said. “AI is a tool, not a solution. Make sure you
define the business objective before you look for the tool.” Paula Rosenblum
added, “I don’t think retail is the best recipient of AI value.”</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Cathy
Hotka chimed in as well: “I talked to a lot of retailers who said that the
Innovation Lab was confusing to them. It was AI overkill.”</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><b><span style="font-family: "Georgia",serif;"><span><span style="font-size: large;">Other Key Themes and Predictions</span><span style="font-size: medium;"><o:p></o:p></span></span></span></b></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">While
AI was a significant theme in content and sessions, conversations with
retailers revealed a different narrative. One key theme that stood out in
particular was data.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Brian
Cluster referenced Jamie Clarke from NielsenIQ, highlighting the strategic
importance of data in retail. During his NRF 2024 session, Clarke stated, “Data
is a strategic asset. Doing it well can be the difference between winning and
losing… It is a differentiator as retailers need to have data for the
experience in unified commerce.” This underscores the critical role of data in
gaining a competitive edge in the industry.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Cluster
also believes that “one of the most common use cases of AI is being able to
maximize the value of your data.”</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Lucille
DeHart’s predictions for 2024-2025 outlined a renewed focus on the return of
the physical store, last-mile delivery, data, and foundational retail. This
forecast aligned with a broader industry shift. Per DeHart, “Retailers have
outgrown their core legacy systems, so this year will be a renewed focus on
rebuilding. The last several years have been about inventory,
Covid-frictionless transactions, and supply chain. Retailers have come up for
air and are looking at cleaning and governing their data so that they are ready
to adopt innovation.”</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">James
Tenser pitched in as well, noting, “Three broad themes I tracked at NRF were
messaging, sensing, and smarter decision-making.” One important decision
retailers are currently having to make is how to handle returns. According to
David Weinand, “The world has woken up to the importance of returns in retail.
It’s no longer just a ‘cost of doing business.’”</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Click
<a href="https://retailwire.com/discussion/nrf-big-show-insights-and-reflections-from-the-braintrust/"><span style="color: #2b00fe;">HERE</span></a>
to read the rest of the article!<o:p></o:p></span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><o:p><span style="font-size: medium;"> </span></o:p></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: Georgia, serif;">RetailWire
is retailing’s premier online discussion forum, serving the industry as a free
resource for over 20 years with compelling content that goes well beyond
conventional headline reporting.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif;"><span>Each
business morning, RetailWire's editors post timely topics worthy of commentary
by the RetailWire BrainTrust panel of industry experts </span></span><span style="font-family: Georgia, serif;">–</span><span style="font-family: Georgia, serif;"> including KIZER &
BENDER </span><span style="font-family: Georgia, serif;">–</span><span style="font-family: Georgia, serif;"> and general readership. The results are virtual round tables of
industry opinion and advice covering the most dynamic trends and issues
affecting the retailing industry. Click </span><a href="https://retailwire.com/subscribe/" style="font-family: Georgia, serif;"><span style="color: #2b00fe;">here</span></a><span style="font-family: Georgia, serif;"> to join the RetailWire
mailing list and have the latest in retail news and insights delivered daily to
your inbox.</span></span></p><br /><p></p></div>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-11437881626394974082024-01-01T11:36:00.004-06:002024-01-01T11:45:32.531-06:0050 Ideas to Spin the Doors on Your Stores!<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgWo-NL3pzqRhT1Qd5P50ZoBVUjNJeLBwc7B9IRdumsUQqiAyXth6dVL7L8LN8iaQUo_2pvya0kznVmZNJXE1PDCZddF9EgtmjKWtUetsbE49LfPRABN3I8ZJI3guK0YkPxNtG2VbPeHg0UI_D_AoSptkq0PSw5_r0hYLFbUkleksmZgiN7e5wu/s1051/Shaq.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1051" data-original-width="800" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgWo-NL3pzqRhT1Qd5P50ZoBVUjNJeLBwc7B9IRdumsUQqiAyXth6dVL7L8LN8iaQUo_2pvya0kznVmZNJXE1PDCZddF9EgtmjKWtUetsbE49LfPRABN3I8ZJI3guK0YkPxNtG2VbPeHg0UI_D_AoSptkq0PSw5_r0hYLFbUkleksmZgiN7e5wu/w488-h640/Shaq.jpg" width="488" /></a></div><p style="text-align: center;"><b><span style="font-size: large;"><span style="font-family: georgia;">2024 is the Year of Thinking BIG!</span><span style="font-family: Georgia, serif; text-align: left;"> </span></span></b></p><p></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;">Welcome
to 2024, a brand new year to make your store a stand out! Keep customers coming
back for more with these non-stop traffic-building, profit-producing, attention-grabbing,
sales-generating, competition-miffing, customer-winning strategies every
retailer should embrace:</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: large;"><span><b><span style="font-family: Georgia, serif; line-height: 150%;">Windows that Wow</span></b></span><span style="font-family: Georgia, serif;"> </span></span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>1. Choose
a theme for your monthly window displays.</b> There are plenty of national and
fun holidays to choose from each month or make up your own. Carry that theme
throughout the store.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>2. Keep
it simple.</b> People need to be able to take in the message of your windows in
eight seconds or less.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>3. Chose
a backdrop that makes the merchandise pop.</b> A vertical backdrop – a photo
poster, hanging lights, or unfurled bolt of fabric – will draw the eye up and
down as well as forward causing shoppers will see more of your window display.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>4. Add
your telephone number and web address in 10-14” white reflective vinyl letters
at the center bottom of your main windows.</b> Now, potential customers can
easily get in touch or check your website even when your store isn’t open for
business.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>5. Light
your window displays at night.</b> This is especially important if your store
is located in an area where people tend to walk, and areas populated with
restaurants and bars. You can’t buy what you can’t see; lighting entices people
to come back when your store is open.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>6. Create
an instant display with window graphics. </b>Use photos you own, or have
permission to use, that are blown up to fit your window space. We like perforated
window graphics that show vibrant photos on the outside while allowing you to see
clearly out of the windows from the inside.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: large;"><span><b><span style="font-family: Georgia, serif; line-height: 150%;">On the Sales Floor</span></b></span><span style="font-family: Georgia, serif;"> </span></span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>7. Work
your Decompression Zone.</b> Remember, its job is to transition customers from
whatever they were doing outside of your store and refocus them on shopping. People
don’t start thinking about merchandise until they are at least 5-10’ inside the
door, this means that the baskets and signs and samples that fall within the
decompression zone will e missed. Place these items just beyond the
Decompression Zone where shoppers are more likely to see them.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: Calibri;"><b>8.</b></span><b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"> Pay attention to your first 10 second impression</span></b></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;">Stand
just inside the front door and look around. In the first 10 seconds inside your
door shoppers are making value judgements about what they see, thinking “Should
I grab what I need here or head to another store to browse at my leisure?” View
your sales floor from just inside the door each day, checking to ensure you are
giving shoppers the impression you intended.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>9.</b> <b>Check your sight line. </b>While you
are still at the front of your store check its sight line – you want shoppers
to be able to see into and through the sales floor. Get rid of tall fixtures
near or at the front that block product housed behind them, and make more
displays visible by placing shorter fixtures near the front, and taller
fixtures towards the rear of the store. Remember, the more a shopper sees, the
more she’ll buy.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>10. Provide
customers with carts or baskets to increase sales. </b>Customers stop shopping
once their hands are full so offer every shopper a cart or basket, at the very
minimum, ask to hold items they are carrying at the cashwrap until they are
ready to check out.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>11. Place</b>
<b>Speed Bump displays just beyond the
decompression zone. </b>These important displays are the customers’ first impression
of the store upon entering. Use small fixtures or stacking tables to group
irresistible products together.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>12. Cross
merchandise everywhere.</b> Always think about additional products you could add
to a display that will save customers time and increase sales. Around the store
look for places to add J-hooks, clip strips, power panels, and other
inexpensive fixtures designed to help you sell more</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>13. Implement
the Pyramid Principle</b> in displays by placing a tall item in the center of
two smaller items. This causes the eye to unconsciously seek the tallest item
before scanning the smaller items and the rest of the display. The more they
see, the more they buy.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>14. Look
for props in unusual places, </b>like thrift shops, garage sales and on trash
days in tony neighborhoods. We have a friend who does very well collecting
unwanted furniture she restores and sells to retailers for props, and to customers
for home decor. Have fun with your fixtures!</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>15. Sign
your displays.</b> Most indie retail stores are undersigned, yet it’s a fact
that displays that are signed outperform displays that are not by 20 percent.
The message should be simple, indicating important features and price. Use both
upper and lower case letters and don’t use a font smaller than 30 points. Customers
who wear reading glasses should be able to easily read your signs without them.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>16. The
Americans with Disabilities Act requires store aisles to be a minimum of 3.6’.</b>
On your sales floor can shoppers easily navigate the aisles without bumping into
product? Can two customers easily shop the same aisle/area? And do customers in
wheelchairs have enough room to shop comfortably?</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>17. Do our
360 Degree Pass-By every morning before you open for business.</b> Start at the
front door and walk every aisle in the store, finish with a look at the
cashwrap, service counter, cutting tables and rest rooms. Note areas that need attention
before the store opens for the day. Require all associates to do a 360 Degree
Pass-By before each shift.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>18. Utilize a daily </b><b>Store Opening Checklist</b>, prepared by you or the night crew, that lists
the tasks to be completed the next day. Drop us an email for a customizable
copy of this form.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>19. Set
a daily sales goal and post it at the cashwrap. </b>Your associates will perform
better when they know what’s expected of them each day.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>20. Hold
a ten minute JOG (Jog Your Memory) meeting each morning or at the start of each
shift.</b> Discuss products, policies, promotions – anything store associates
need to know that day.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>21. Take
time to visit other retail stores for ideas. </b>Not just store like yours, all
types of stores. Visit popular chain and indie retail websites and social
medias. With your creative mind we guarantee you will come up with dozens of
ideas you can tweak to use in your own store.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: large;"><span><b><span style="font-family: Georgia, serif; line-height: 150%;">At the Cashwrap</span></b></span><span style="font-family: Georgia, serif;"><b> </b></span></span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>22. Policy
signing should be framed and displayed in a prominent place at the cashwrap. </b>Your
return/exchange policy should be comparable to other retailers in your area
that sell what you sell. Try to eliminate the word NO, writing your policies in
a friendly voice. “No refunds or exchanges without receipt!” becomes
customer-friendly when changed to “We gladly accept returns and exchanges
within _________ days. Your receipt guarantees it.”</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>23. Place
a variety of impulse items at the cashwrap. </b>High margin, inexpensive items
work best. Choose things quilters typically need but don’t forget items like
candles and body lotions. Women are huge impulse buyers so give them a
selection they can’t resist.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>24.</b> <b>Sell</b>
<b>gift cards year round at the cashwrap. </b>A
small display is all you need. Remember that the majority of gift card shoppers
spend more than the face value of the card and require more than one trip to
your store to spend it. That’s good news for you!</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>25.</b> <b>Use
the wall directly behind your cashwrap to display product.</b> You never want
customers to stop thinking about product, even when they are checking out.
Instead of notes taped to the wall and piles of merchandise, use that space to
display featured items, new arrivals and impulse product.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>26.</b> <b>Keep
a stash of frequently forgotten items at the cashwrap.</b> Now, when a customer
says, “I forgot to get __________, I’ll get it next time.” you can reach under
the counter, grab that item, and save the sale.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: large;"><span><b><span style="font-family: Georgia, serif; line-height: 150%;">Store Operations</span></b></span><span style="font-family: Georgia, serif;"> </span></span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>27. Be
open when customers expect you to be open. </b>There is no perfect answer to
when you should be open because the answer depends on time of year, your
competition and what shoppers expect. It’s important to note that a big percentage
of retail sales happen after 7:00 pm, which explains why malls and chain stores
stay open until 9:00 pm. You should be open some evening hours and on Sundays
as well.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 10pt;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>28.</b> <b>Answer
your telephone within three rings. </b>Choose the way you want your phone to be
answered and share it with all associates. A simple answer might be, “Thank you
for calling ______________! This is ______________, how may I help you today?” Don't hide behind voice mail and don't make associates tell callers about a sale or hours or whatever is
happening in the store that day before asking how they help drives
customers crazy.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>29.</b> <b>Manage
your customer response times. </b>Best practices say you should return phone
calls and respond to email requests within 24 hours and reply to text messages
within an hour. Don’t hide behind an automatic reply unless it’s absolutely
necessary. Not being responsive gives a bad impression of your business.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>30. Control
your back stock. </b>Before you reorder check to ensure there are no additional
quantities of that product already in your stock room.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;">If you
need a physical reminder, place a green dot sticker on the shelf or bin ticket indicating
that there is more of this merchandise in the stock room. When there is no more
of the item in the stock room replace the green dot with a red dot, indicating
that this item needs to be reordered. Add a black dot if the item is not to be
reordered or mark it down and move it to the clearance aisle.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: Georgia, serif;"><b>31. </b></span><b style="font-family: Georgia, serif;">Take
physical cycle counts.</b><span style="font-family: Georgia, serif;"> Even if you have a POS system it’s still important
to take periodic physical counts at shelf level to compare actual inventory versus
what’s on the POS report. If they don't match you need to find out why.</span></span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>32. Create
and maintain a Never Out Item List.</b> These are the items that can never be
out of stock. Physically check this product against the list daily and re-order
as necessary.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>33. Don’t
wait too long to take a markdown. </b>Merchandise that isn’t selling doesn’t do
you any good collecting dust on a shelf. It needs to go to free up cash to buy
fresh, saleable product. Add a “sell by” date to price tags and bin tickets,
and mark down items as soon as sales start to slow down. Packing away product
for next year is rarely a good idea.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>34. Control
your delivery dates.</b> Yes, you can tell vendors when you want to receive
your orders. Accepting a late-season delivery doesn’t make sense if it arrives
too late in the season to sell, as does receiving and paying for goods far in
advance of actual sell time.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span><b><span style="font-family: Georgia, serif; font-size: large; line-height: 150%;">Marketing</span></b></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>35. Create
a weekly bag stuffer and hand one to every shopper.</b> Getting them into the customers’ hand is
important. Regardless of the name, if you pre-stuff them into bags they will not
get read. Use your bag stuffers to advertise specific product, events or
whatever is important that particular week.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>36. Build
a Brag Sheet</b> that’s loaded with the services your store provides, awards,
conveniences, merchandise categories, brands, social media handles, return
policy, hours – everything that’s important to your customers. Print it on the
back of your weekly bag stuffer, add it to your website, social medias and
email blasts.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>37. Send
an email blast at least twice a month.</b> Choose a professional email
marketing company to create your campaigns. Constant Contact, Email Contact,
SnapRetail and MailChimp are just a few retailer favorites that offer a free 30-45
day trial. Try them all and then go with your favorite.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>38. Collect
customer email addresses organically.</b> Place a sign-up sheet at the register
and on your website. Host contests where the winner is notified via email and make
asking for the shoppers email part of the regular checkout process.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>39. Every
email blast should have a clear message </b>that<b> </b>encourages the reader to act by visiting your website or coming to
your store.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>40.</b> <b>Pepper
your emails with large photos and less copy.</b> People don’t like to read long
blocks of copy so keep the message short. Make every photo clickable, taking
the reader to your website for more information or to purchase. It should take
a reader no more than 20 seconds to fully understand the message you are trying
to convey.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>41. 64
percent of people say they open an email because of the subject line alone</b>.
Make sure yours are compelling.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>42.</b> <b>Measure
your results</b>.<b> </b>Every<b> </b>email marketing company provides you
with detailed reports on how customers responded. Keep the techniques that work
and tweak those that don’t before sending your next email blast.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><b>43. Host one major in-store
event and one – two minor in-store events each month.</b> </span><span style="font-family: Georgia, serif; line-height: 150%;">A major event is one that builds traffic and packs your store with
customers. Do not confuse a major event with something that takes a long
time to plan. A class, trunk or fashion show can be a big undertaking, but it’s
not a major event unless it attracts potential customers who come to watch and
buy something while they’re there.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-family: Georgia, serif; line-height: 150%;"><span style="font-size: medium;">A minor
event might be a Saturday full of makit it & takits, demonstrations, and mini
classes.<b> </b>Minor events draw customers to your store but should not take a
lot of time to plan or implement. If the concept of events and promotions is new
to you, then begin by running one major event and one minor event for each
month of the year. If you’re already running events on a regular basis, you can
add as many as you are comfortable adding.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>44. Create
a marketing and promotions calendar for each month of 2024. </b>List dates and
deadlines for each part of your marketing efforts, including in-store events,
promotions, Facebook Live broadcasts, classes, email blasts, and social media
posts.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>45. Toot
your own horn.</b> Contact local medias and pitch stories about your store. The
majority of the stories presented by local media come from a press release, so
send one for each newsworthy thing you do in your store including awards, big
events, famous visitors to your store, contest winners, charitable works,
newsworthy associates, etc.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: large;"><span><b><span style="font-family: Georgia, serif; line-height: 150%;">Social Media</span></b></span><span style="font-family: Georgia, serif;"> </span></span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>46. Ramp
up</b> <b>your social media presence.</b> Unless
you have a dedicated social media
person, choose one or two social media platforms and commit to keeping them up
to date. You should definitely be on Facebook and Instagram. Posting daily is
the optimal goal; three times a week is the very minimum you can do to keep
followers interested.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>47. Continue
to boost your business online.</b> Online selling is here to stay. Keep your
website up to date and choose a selling platform such as Comment Sold, Shopify,
Big Commerce, or Woo to help you automate.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>48. Make</b>
<b>Facebook Live broadcasts a major of your
marketing.</b> We know so many retailers who connect with customers via
Facebook Live. If you haven’t tried it yet (and why haven’t you?) it’s time to
get on board. Choose a daily or weekly time slot and stick to it. The same
selling platforms listed in number 44 will also help you easily sell via social
media.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>49. Instagram
is more than just posting photos.</b> Instagram Live is similar to Facebook
Live; Instagram stories allow you to post photos and videos that disappear after
24 hours, and Reels let’s create and post videos – people love videos! There
are even more options available, but if you choose to just post photos on your
Instagram grid that’s okay, too.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"><b>50. Use
hashtags to expand your reach.</b> Posts with hashtags have more engagement
than those that don’t. Without a hashtag your posts only go to the people who
follow you, but posts that include hashtags can reach anyone who follows that
particular hashtag. Google “best hashtags for ______” to get you started. Be
sure to include a hashtag for your store as in #nameofyourstore.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;">One
more: <b>Take care of yourself.</b> Take a day off when you can. Start your day
with fellow business owners at your local coffee shop. If there’s no time for
that, then spend a few minutes catching up with friends on Facebook. Attend trade
shows that help your business and make you happy. Make dinner plans with
friends or better yet, go a day early and visit local stores with your pals.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;">Retailers
are some of the most resilient people in the world. There is no limit to what
you can do when you put your mind to it!<o:p></o:p></span></span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"> </span></span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"> </span></span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"> </span></span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"> </span></span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"> </span></span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="font-size: medium;"> </span></span></p><p align="center" class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: center;"><span style="font-family: Georgia, serif; line-height: 150%;"><span style="font-size: x-small;">COPYRIGHT
<a href="http://www.kizerandbender.com">KIZER & BENDER</a> 2024 | ALL RIGHTS RESERVED | <a href="http://www.retailadventuresblog.com">Retail Adventures Blog</a></span><span style="font-size: medium;"><o:p></o:p></span></span></p><p>
<span style="font-size: medium;"> </span></p>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-91529350240975291932023-12-28T11:39:00.002-06:002023-12-28T14:54:28.252-06:00Retail Adventures Podcast: What's Happening at Retail - December 2023<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://vimeo.com/897455411" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="385" data-original-width="513" height="480" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhNb17qzr7U8mg_kW6fQTjEjF8y8mQAdwpz2htYJ21QkQLhPrHE80AxX0UUecqJsYqGb8osPGkuUyBkdv9VvNnjCC9LiNenqRQHgq3755-_1LLdRRT-OQIFcqtq7M8Po7AD9TLLrMTpNPFB1Ho_XnDmDa3l_gXAlVlEK1BTawGsOYuuTIIgaT9X/w640-h480/RA%20--%2012.2023%20--%202.png" width="640" /></a></div><div style="text-align: center;"><span style="font-family: georgia;"><br /></span></div><div style="text-align: center;"><span style="font-family: georgia;">Click <a href="https://vimeo.com/897455411">HERE</a> or on the photo above to watch!</span></div><div style="text-align: center;"><span style="font-family: georgia;"><br /></span></div><p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: medium;">The
Retail Adventures Gang is back with a podcast wrapping up 2023. We talk about Macy's
proposed buyout, Black Friday and Cyber Monday, Holiday shopping, what's happening in New
York City, Singapore, and London, shopping centers, car parks, and of course, Jason's enviable Christmas
sweater collection.<o:p></o:p></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: medium;">We
may be from all over the globe, but it’s a small world when Rich,
Georganne,<span style="mso-spacerun: yes;"> </span>Jason, Jeremey and Ian get
together. Here’s to 2024!<o:p></o:p></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: medium;"><br /></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: medium;"><br /></span></p><p class="MsoNormal" style="line-height: 150%; text-align: center;"><span style="font-family: georgia; font-size: medium;">Follow our individual Retail Adventures on LinkedIn:</span></p><p class="MsoNormal" style="line-height: 150%; text-align: center;"><span style="font-family: georgia; font-size: medium;"><a href="https://www.linkedin.com/in/georgannebender">Georganne Bender</a>, <a href="https://www.linkedin.com/in/richkizer">Rich Kizer</a>, <a href="https://www.linkedin.com/in/jasonebaum">Jason Baum</a>, <a href="https://www.linkedin.com/in/jeremeysea">Jeremey Sea</a> and <a href="https://www.linkedin.com/in/ian-scott-0534694">Ian Scott</a>.</span></p><p></p>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-66629722110245056702023-11-22T18:12:00.005-06:002023-11-22T18:14:31.076-06:00Fern Hill Market: A Sip of Small Town Shopping<p> </p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiXfY0d1AdntQMElRL6s3umcoFHYAbPeqDmo-yIsv5MBl6PvQgnSEXn_676Uone1f8VSWDllcyPSo2SkD5yRoKCr9nO0hBp6hYowOkUh_8W09pepPlAcUdEXP6Q0vHHEoxrBSlF_vMEsu8RjZjNa5Jq1VCq3ofqbupdk27zDt-4hoPEFfjB_rA6/s1712/Fern%20Hill%20--%2020%20--%20The%20House.JPG" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1712" data-original-width="1284" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiXfY0d1AdntQMElRL6s3umcoFHYAbPeqDmo-yIsv5MBl6PvQgnSEXn_676Uone1f8VSWDllcyPSo2SkD5yRoKCr9nO0hBp6hYowOkUh_8W09pepPlAcUdEXP6Q0vHHEoxrBSlF_vMEsu8RjZjNa5Jq1VCq3ofqbupdk27zDt-4hoPEFfjB_rA6/w480-h640/Fern%20Hill%20--%2020%20--%20The%20House.JPG" width="480" /></a></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: Georgia, serif;"><span style="font-size: medium;">Taylor
Prystawsky decided she needed a new challenge. An interior decorator by trade,
she worked with builders to turn houses into homes. In her spare time, she
brought on the bling, decorating upwards of 30 Christmas trees each season. She
hung up her paint charts to raise her family, but after 14 years the itch to do
something else needed more than a scratch.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Taylor
began her new adventure in January 2020 when she answered an ad for retail
space in historic East Dundee, Illinois and soon <a name="_Hlk130642441">the River
Street Collective</a> had a new tenant, selling home décor goods in a 12’x12’
room. Two months later Covid hit and the store closed. Four months after it
reopened Taylor was no longer a tenant, she owned the joint, juggling 27
vendors.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Even
though managing that many diverse vendors, plus her own shop wasn’t easy, it
still wasn’t enough for Taylor. In January of 2021 she began to search for new space,
hitting the jackpot when she found the historic Christian Geister House in the nearby
village of Algonquin, Illinois was available. So, she closed the River Street
Collective and went to work. With help from her husband and father-in-law, who
made and installed most of the fixtures, she was able to flip the almost 4000
square foot house in four weeks. Fern Hill Market, featuring Sips on Main Café
& Wine Bar (owned by tenant Kate Micheletto), made its debut in June of
2022.<o:p></o:p></span></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;">We
have a thing for old houses and the Christian Geister House is one of our favorites.
Built in 1892 and meticulously maintained, it’s a beautiful example of Queen
Anne architecture that features a steeply pitched cross-gabled roof, dormers, more
gables, a turret tower, lots of stained glass, and a private garden. It was the
first building in Algonquin to be listed on the National Register of Historic
Places by the National Park Service.</span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhXSC02_YRgR6BscCoIdenKB6RUESgqCBKoTwjJHBJsO9oRHw5eWkhxOqfTHCLLGvZimh0IayIKtipdzMcmesrBu5R5kiHiCKhLgnb6pdYjHRfXoPF2vC7qC4PDL9w7zUWMacxAB-CNCfdQpd04S80EreVJ-jMb8zJTpSqgemna4V_AGT6cAAUh/s4032/Fern%20Hill%20--%2016%20--%20Owner%20Taylor%20Prystawsky.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="4032" data-original-width="3024" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhXSC02_YRgR6BscCoIdenKB6RUESgqCBKoTwjJHBJsO9oRHw5eWkhxOqfTHCLLGvZimh0IayIKtipdzMcmesrBu5R5kiHiCKhLgnb6pdYjHRfXoPF2vC7qC4PDL9w7zUWMacxAB-CNCfdQpd04S80EreVJ-jMb8zJTpSqgemna4V_AGT6cAAUh/w480-h640/Fern%20Hill%20--%2016%20--%20Owner%20Taylor%20Prystawsky.jpg" width="480" /></a></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Taylor
is the best kind of retailer; the kind that is new to the game and has no idea
of what works and what doesn’t. Retailers like this are fearless and open to
trying anything. If it doesn’t turn out quite like expected, Taylor tweaks it
and tries again.<o:p></o:p></span></span></p><div>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: Georgia, serif; font-size: medium;">Customers
and her community are as important to her as they are to her business, this has
made her a big believer in Shoppertainment: the combination of in-store events
and shopping. Fern Hill Market and Sips on Main partner to host a number of
events each year. It’s not unusual to see customers enjoying monthly wine
tasting nights or classes on flower arranging, calligraphy, gardening and
painting. Upcoming events include the popular Algonquin Wine Walk where participants
pay $50 each to sample wines at 19 different stops. Fern Hill Market is the
second stop and visitors are invited to shop while sipping.</span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhIltI1QzVH7CRp2vjX4YzTzFBlvQ442KY6vha64Lvh_-U4rQ_zB8fAr02CymWQhEpxF6ev9pzNAlFc5z6bdtRkWkEvLD07pyghSOEIn8Ft-8AFjRU2MZQO4KF4NUpqfBqiBlnucwPjcBBo02ZUvS8Ve09ED7NTu-1iMmlSEapuH6FHBF3bOuS4/s4032/Fern%20Hill%20--%2018%20--%20Wine%20Selection.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="4032" data-original-width="3024" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhIltI1QzVH7CRp2vjX4YzTzFBlvQ442KY6vha64Lvh_-U4rQ_zB8fAr02CymWQhEpxF6ev9pzNAlFc5z6bdtRkWkEvLD07pyghSOEIn8Ft-8AFjRU2MZQO4KF4NUpqfBqiBlnucwPjcBBo02ZUvS8Ve09ED7NTu-1iMmlSEapuH6FHBF3bOuS4/w480-h640/Fern%20Hill%20--%2018%20--%20Wine%20Selection.jpg" width="480" /></a></div><br /><div style="text-align: center;"><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiKQMuQQjPpc1tEdjm7XUKL2_fx3qG9_U_gSUM2gqk6a4LecCMFAgYLNHU-a0gy2wjGf7WNF_z2W1EMku4rQ3ot-Ujw7FtDWUoCIaPjMKPDWSwGtxFEhFkhncx1M97MZCLMZvwKgCKvEsicTVZv91ofYPM5ZaxNJD6xrpuqSKWHbcQggyvIzHVJ/s2048/Fern%20Hill%20--%2027%20--%20Cookies%20&%20Wine.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1536" data-original-width="2048" height="480" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiKQMuQQjPpc1tEdjm7XUKL2_fx3qG9_U_gSUM2gqk6a4LecCMFAgYLNHU-a0gy2wjGf7WNF_z2W1EMku4rQ3ot-Ujw7FtDWUoCIaPjMKPDWSwGtxFEhFkhncx1M97MZCLMZvwKgCKvEsicTVZv91ofYPM5ZaxNJD6xrpuqSKWHbcQggyvIzHVJ/w640-h480/Fern%20Hill%20--%2027%20--%20Cookies%20&%20Wine.jpg" width="640" /></a></div></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Sips
on Main Café & Wine Bar offers customers a selection of wine and beer
options available for purchase. This room also doubles as the store’s
classroom, hosting a variety of monthly events including a monthly wine pairing
night. Pictured: Christmas Cookies & Wine Pairing.</span><o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHmgwaEa65yHt73uY8OEbO_dSbSZsvnqfw92apxSxNSP-qhF7VEJIGcjukBk-LUkDNgSUHsnawToXI_a4hn0Byh1fljKEcZWNFY0lQ891wEb9oyTFu2_HfDRHQEHriEp3drK0ObI9e4O-vDxf26CRElixNlIdew3eo7jMA3aB7Bwtz59hWEJ8c/s2048/Fern%20Hill%20--%2026%20--%20Classes.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHmgwaEa65yHt73uY8OEbO_dSbSZsvnqfw92apxSxNSP-qhF7VEJIGcjukBk-LUkDNgSUHsnawToXI_a4hn0Byh1fljKEcZWNFY0lQ891wEb9oyTFu2_HfDRHQEHriEp3drK0ObI9e4O-vDxf26CRElixNlIdew3eo7jMA3aB7Bwtz59hWEJ8c/w480-h640/Fern%20Hill%20--%2026%20--%20Classes.jpg" width="480" /></a></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Taylor
incorporates craft and foodie events in her class calendar; Paint & Sip
classes are a customer favorite. Always looking for ways to increase foot
traffic, she takes part in every village sponsored event. She also participates
in an annual Vintage Shop Hop, a self-guided road trip to vintage shops,
antique stores and boutiques, all located within driving distance of her store.</span><o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh_QfBP86qoTXtMIWTgcPF7lngQyzoOFrVwEekDTl_Gj3Tv48HpGTEVoPVZxDWBkljgusDuLZjxWGXD3-HxQvBcqxhdegltYv5PIfo0XymK-jPzZ_-pj90W6ySOWeEAoLPmlWuiCQfU4l_qeSHtK8bXYovzes7ELKEhfRthCwZ5n896-yJjpSoJ/s1712/Fern%20Hill%20--%2019%20--%20The%20Sanderson%20Sisters.JPG" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1712" data-original-width="1284" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh_QfBP86qoTXtMIWTgcPF7lngQyzoOFrVwEekDTl_Gj3Tv48HpGTEVoPVZxDWBkljgusDuLZjxWGXD3-HxQvBcqxhdegltYv5PIfo0XymK-jPzZ_-pj90W6ySOWeEAoLPmlWuiCQfU4l_qeSHtK8bXYovzes7ELKEhfRthCwZ5n896-yJjpSoJ/w480-h640/Fern%20Hill%20--%2019%20--%20The%20Sanderson%20Sisters.JPG" width="480" /></a></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;">The
infamous Sanderson Sisters from the Hocus Pocus movies posed for pictures with
trick or treaters outside of Fern Hill Market during Algonquin’s Annual Old
Town Trick-or-Treat Trail, attended by over 5000 people. All of South Main
Street closes for families to enjoy a night out that finishes with a movie in a
nearby park. In December Algonquin holds Miracle on Main, a night of holiday festivities.
Santa arrives on Main Street while The Grinch graces Fern Hill Market. Lines
for photos with both are long.</span><span style="font-family: Georgia, serif;"> </span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi3QelwdoKV5DQBjVXI5B4QuABXyksCziZhI1IxF3cByAt8MbaubPtGjww42Iy8fD5QU_Mn4iSJpoBKoyyRSYQc6-uMbf9_xo0ibV1zy43VXv3h4kHH5vSnFZYTnzUD5ACY3VMpRTKj6uCHgWvw04dXyd3zVHIz1jc7VE0141inTKQNUTBITILv/s940/Fern%20Hill%20--%2032%20--%20Open%20House.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="788" data-original-width="940" height="536" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi3QelwdoKV5DQBjVXI5B4QuABXyksCziZhI1IxF3cByAt8MbaubPtGjww42Iy8fD5QU_Mn4iSJpoBKoyyRSYQc6-uMbf9_xo0ibV1zy43VXv3h4kHH5vSnFZYTnzUD5ACY3VMpRTKj6uCHgWvw04dXyd3zVHIz1jc7VE0141inTKQNUTBITILv/w640-h536/Fern%20Hill%20--%2032%20--%20Open%20House.jpg" width="640" /></a></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;">Fern
Hill Market hosts a 4-hour Holiday Open House each November. It’s a ticketed event
where shoppers pay $15 to get a first look at holiday merchandise (at full
price). This year shoppers were treated to a concert by a string quartet, enjoyed
a glass of wine or specialty cocktail, and sampled a complimentary charcuterie
spread and desserts. Many visitors make it an evening out, first attending the
open house, then grabbing dinner at a local restaurant nearby.</span><span style="font-family: Georgia, serif;"><o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgzYqiUE-qyJ-8_d0x8-VDCkGUUWlha2VXR4NHQZZaROaHxSlNEkHCxDdnEXFtZibJ_ZQ79fJKV_edJZXNM3Yatafx5vurSxOtVCg0XvzM0dGXVRc2U35VzSyp1aVbY10fEYZmIZG10DTyTP1_F7rGwfVpfkL49eNS53rFYE_niZQrQ5hMkwLhn/s2048/Fern%20Hill%20--%2031%20--%20Buy%20to%20stand%20out.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1518" data-original-width="2048" height="474" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgzYqiUE-qyJ-8_d0x8-VDCkGUUWlha2VXR4NHQZZaROaHxSlNEkHCxDdnEXFtZibJ_ZQ79fJKV_edJZXNM3Yatafx5vurSxOtVCg0XvzM0dGXVRc2U35VzSyp1aVbY10fEYZmIZG10DTyTP1_F7rGwfVpfkL49eNS53rFYE_niZQrQ5hMkwLhn/w640-h474/Fern%20Hill%20--%2031%20--%20Buy%20to%20stand%20out.jpg" width="640" /></a></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">How
many boutiques have you visited lately that all seem to sell the same things? That
doesn’t happen at Fern Hill Market because Taylor sources locally as much as
she can. Other buying happens via sales reps who stop in, along with the
markets she visits throughout the year. She makes a point to visit every showroom,
not just her favorites. And she rarely buys from a vendor’s list of top 10-25
items. She buys to standout.<o:p></o:p></span></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiY_ODX6sHmkq-eZMi82PwmW8nU9fxaxkn3UOdEOT5jZRHFuKNG_XvEFGrGRyyVeq5FfjO9eFkrZLvrMADfcLibNQA_yuCMY5tlWNA8OLlNCChZLlN5P5d06gdGC4vMGffybQgXTa7yz4xrnRxduCJqTSZnU32ZM4JxNUwYCWAhDPSZe6ayQF_C/s2048/Fern%20Hill%20--%2033%20--%20Jewelry.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiY_ODX6sHmkq-eZMi82PwmW8nU9fxaxkn3UOdEOT5jZRHFuKNG_XvEFGrGRyyVeq5FfjO9eFkrZLvrMADfcLibNQA_yuCMY5tlWNA8OLlNCChZLlN5P5d06gdGC4vMGffybQgXTa7yz4xrnRxduCJqTSZnU32ZM4JxNUwYCWAhDPSZe6ayQF_C/w480-h640/Fern%20Hill%20--%2033%20--%20Jewelry.jpg" width="480" /></a></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;">When
your store is located in a house each room has its own decompression zone and
each room needs its own speed bump display. Several things are happening here
in the apparel room: the multi-level metal stands offer height and create a
pyramid that causes a shopper’s eye to unconsciously move about the display,
seeing more product at the same time.</span><span style="font-family: Georgia, serif;"><o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhNfEjaM9IhKKXU8pjTeFyYd8eJOJUiGA1syT0uzo0uzgfcPgoADCd-0NIO_1bpOptAst73t4RYMef1gFJzrAduR5eWpeqvPh58UMwccpS-KQyK28Uk2UWMkeQyk3RozWd2uCDt8AZs8rUtilnzSV1z_6qdTrdAtorzc6ypkTIENOt4OF1d4gLC/s4032/Fern%20Hill%20--%2015%20--%20Front%20Entrance.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="4032" data-original-width="3024" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhNfEjaM9IhKKXU8pjTeFyYd8eJOJUiGA1syT0uzo0uzgfcPgoADCd-0NIO_1bpOptAst73t4RYMef1gFJzrAduR5eWpeqvPh58UMwccpS-KQyK28Uk2UWMkeQyk3RozWd2uCDt8AZs8rUtilnzSV1z_6qdTrdAtorzc6ypkTIENOt4OF1d4gLC/w480-h640/Fern%20Hill%20--%2015%20--%20Front%20Entrance.jpg" width="480" /></a></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">This
rack is located inside the front room of the house, directly across from the
cash wrap. There is no room for an official speed bump in this space so this
rack changes frequently to give shoppers a preview of what they will find as
they move throughout the many rooms of the store. Its nearness to the cashwrap
also encourages impulse purchases.<o:p></o:p></span></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjleF6INWNAUS1S_bIRadbnLexQOaZuloqCJarZWDI32nARLqu29Y5p7vdpdSnonMx5vOUJqeH-7sCG6-NGIelNTbVtILTbDE0qJ_4EWEvK0I92HRm4Zv4k0P4romWaYh3OdSvKY7TLqrMCWLaGQLmZ2YEIahJuE3oers_nf3QJvE5OBDOjsMlN/s1712/Fern%20Hill%20--%202.JPG" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1712" data-original-width="1284" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjleF6INWNAUS1S_bIRadbnLexQOaZuloqCJarZWDI32nARLqu29Y5p7vdpdSnonMx5vOUJqeH-7sCG6-NGIelNTbVtILTbDE0qJ_4EWEvK0I92HRm4Zv4k0P4romWaYh3OdSvKY7TLqrMCWLaGQLmZ2YEIahJuE3oers_nf3QJvE5OBDOjsMlN/w480-h640/Fern%20Hill%20--%202.JPG" width="480" /></a></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Displays
at Fern Hill Market are curated to tell a story. Smart move. Stories
organically sell additional product because they silently suggest shoppers
choose more than one thing. Shoppers like product stories because it helps them
visualize how the items will look in their homes; you like them because the
extra sales add to your bottom line.</span><o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"></p><div class="separator" style="clear: both; font-family: Georgia, serif; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhR5ibuAGtLljTHzqFeCaflhMlRtFsuQk1mbH_hyphenhyphen6yKG8EptgHmx2bVUo1UPO6feAbC9kxwxtns45Ws3TzcUkuh3s1D3B8Qou00Po4syE-GhBc6fiR5a_vG-EKTGWkwSwzX1U3CmAqGbgWDcPtFd8xlbaPi1tl1RWuakhR2SufkcxrBz7VN4Daz/s1712/Fern%20Hill%20--%204.JPG" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1712" data-original-width="1284" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhR5ibuAGtLljTHzqFeCaflhMlRtFsuQk1mbH_hyphenhyphen6yKG8EptgHmx2bVUo1UPO6feAbC9kxwxtns45Ws3TzcUkuh3s1D3B8Qou00Po4syE-GhBc6fiR5a_vG-EKTGWkwSwzX1U3CmAqGbgWDcPtFd8xlbaPi1tl1RWuakhR2SufkcxrBz7VN4Daz/w480-h640/Fern%20Hill%20--%204.JPG" width="480" /></a></div><div style="text-align: left;"><span style="font-family: Georgia, serif; font-size: large;"><br /></span></div><div style="text-align: left;"><span style="font-family: Georgia, serif; font-size: medium;">Three
pots, three vases, three plants. Grouping items in threes may be an interior
decorator trick, but three is also the magic number in retail display. Groups
of three encourage shoppers to become more visually engaged with the display.
They see how good the items look together, tempting them to purchase more than
one. Note that the three items do not need to be the same, it's the number that
matters most.</span></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjH1I311boxZiClM9XBQc5qd5H2ReoxsSaa073vs1k0mVbEaK-A2LP3Vlap4Ds-y-yOSkuRimmAccj27SCODb8ZsG3LC4sfOP2Mi4hGuYZlNHuN3dyAn41EIAOn70pc6xrB86RRZWHwVo7GSSFyL7HaCB5-rbVcb_jPjscvfHownJniK_B-uV0g/s2048/Fern%20Hill%20--%2030%20--%20Max%20making%20a%20cutting%20board.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjH1I311boxZiClM9XBQc5qd5H2ReoxsSaa073vs1k0mVbEaK-A2LP3Vlap4Ds-y-yOSkuRimmAccj27SCODb8ZsG3LC4sfOP2Mi4hGuYZlNHuN3dyAn41EIAOn70pc6xrB86RRZWHwVo7GSSFyL7HaCB5-rbVcb_jPjscvfHownJniK_B-uV0g/w480-h640/Fern%20Hill%20--%2030%20--%20Max%20making%20a%20cutting%20board.jpg" width="480" /></a></div><br /><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirTA3jC3NRBnTKr6n49P_oTFaTIKJ7NMYWbOtUrns8jQMcQVy2ndvHyfVvbD5nt84DZ0XZXw7R4U_QotaKACvTEScDO3DSbHgxHc67t1ZnGCrbbvUiMn-7XqjM4mo8klSgkgo7gDD4FXi45CbzrTKOZTEdYkBx5YDiGSjwwJeYQnb0xTmc5FAf/s4032/Fern%20Hill%20--%206%20--%20Charcuterie%20Boards.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="4032" data-original-width="3024" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirTA3jC3NRBnTKr6n49P_oTFaTIKJ7NMYWbOtUrns8jQMcQVy2ndvHyfVvbD5nt84DZ0XZXw7R4U_QotaKACvTEScDO3DSbHgxHc67t1ZnGCrbbvUiMn-7XqjM4mo8klSgkgo7gDD4FXi45CbzrTKOZTEdYkBx5YDiGSjwwJeYQnb0xTmc5FAf/w480-h640/Fern%20Hill%20--%206%20--%20Charcuterie%20Boards.jpg" width="480" /></a></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">At
just 10 years old, Taylor’s son Max became Fern Hill Market’s youngest vendor.
Max’s gorgeous charcuterie boards are favorites of customers who appreciate
locally-made and artisanal products. The kid’s an entrepreneur and an
inspiration.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><div><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;"></span></span></p><div class="separator" style="clear: both; text-align: center;"><span style="font-size: medium;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggE4W7jDJ2957hxsQsXMNNA3q3lUCv9SkhZNiI_runDIYAcNGFLbFRut4FKGKSBvMMBXcpakQXi8DyfbIOsuX8Y2cPI3l1D9tYuGPNW_YBcJ4l0-h43Xloe-3n_ZfPDZLrsCv6oV2fUV-IELhK-VLgD0Fa3yri_GDFXGl3qjYwlmm_nWBTgede/s4032/Fern%20Hill%20--%208%20--%20Reinforced%20Vinyl%20Slatwall.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="4032" data-original-width="3024" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggE4W7jDJ2957hxsQsXMNNA3q3lUCv9SkhZNiI_runDIYAcNGFLbFRut4FKGKSBvMMBXcpakQXi8DyfbIOsuX8Y2cPI3l1D9tYuGPNW_YBcJ4l0-h43Xloe-3n_ZfPDZLrsCv6oV2fUV-IELhK-VLgD0Fa3yri_GDFXGl3qjYwlmm_nWBTgede/w480-h640/Fern%20Hill%20--%208%20--%20Reinforced%20Vinyl%20Slatwall.jpg" width="480" /></a></span></div><p></p></div><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;">Reinforced
vinyl slatwall provides an attractive and flexible means to display a variety
of products. Reinforced slats are important when it comes to slatwall. The last
thing any retailer needs is a display that comes crashing to the floor. Or on a
customer.</span><span style="font-family: georgia; font-size: large;"> </span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;"></span></p><div class="separator" style="clear: both; text-align: center;"><span style="font-family: georgia; font-size: medium;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhl_lUJEZGJ6iTw_8s9ICqHeMs2UM4LLdSALbhWUKO5BI3NsRcJc4MWpjcmnxxZD_Uxxyd64FFpAz2ooINgdvn3fu_kTn0JIVIEGTPgQMf4w3NBMrfFHCrKzrKsw5TeywGaODB4Bq0eHxzvarhAW_B9Xgjk6rzRKnukJzbQceBVoEM3BU54uI_z/s4032/Fern%20Hill%20--%209%20--%20Kitchen%20Display%20--%20Use%20of%20Fixtures.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="3024" data-original-width="4032" height="480" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhl_lUJEZGJ6iTw_8s9ICqHeMs2UM4LLdSALbhWUKO5BI3NsRcJc4MWpjcmnxxZD_Uxxyd64FFpAz2ooINgdvn3fu_kTn0JIVIEGTPgQMf4w3NBMrfFHCrKzrKsw5TeywGaODB4Bq0eHxzvarhAW_B9Xgjk6rzRKnukJzbQceBVoEM3BU54uI_z/w640-h480/Fern%20Hill%20--%209%20--%20Kitchen%20Display%20--%20Use%20of%20Fixtures.jpg" width="640" /></a></span></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Two
etageres, a console table, and slatwall combine to create an attractive display
in an upstairs hallway. Small fixtures like these allow for the most
flexibility when building display vignettes. The dark walls help the product
stand out and the wall paper adds a whimsical touch.</span><o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"></p><div class="separator" style="clear: both; font-family: Georgia, serif; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgYO3q9h1CfCyFEqIF35ASK0xLGGGZYyMeBAvxYbhNOi9UR-8Wgvej076dd03OuDWJ_6Skcq3xZkRXMCSqxHIPJmDG2J1SvMA1RZGYYpWGQ9S_TN2O8VJQViMMbKwJsGeUjz8INgbnz5tJNAd0FD61dff24wy9uyNx23l15WzxeK8_9M3ClFxlx/s4032/Fern%20Hill%20--%2012%20--%20Cross%20Merchandising%20Corner.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="4032" data-original-width="3024" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgYO3q9h1CfCyFEqIF35ASK0xLGGGZYyMeBAvxYbhNOi9UR-8Wgvej076dd03OuDWJ_6Skcq3xZkRXMCSqxHIPJmDG2J1SvMA1RZGYYpWGQ9S_TN2O8VJQViMMbKwJsGeUjz8INgbnz5tJNAd0FD61dff24wy9uyNx23l15WzxeK8_9M3ClFxlx/w480-h640/Fern%20Hill%20--%2012%20--%20Cross%20Merchandising%20Corner.jpg" width="480" /></a></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">This
display is located in the main room upstairs. The mannequin is
cross-merchandised with apparel pieces that are available on the first floor. We
love chandeliers in stores because they add a touch of the unexpected. Taylor
has added several throughout the house.<o:p></o:p></span></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhhoqPLxx2A_ms2kmtZeiJk4XwZnYhos_6T6fh4AX65QIhOWPb5a5nrmNeJTP3XaaK-riug93Z0YyLcj3JRuQB6bfKV63w_5YUf4f_bXxs7WRNgnunsDiLywQbowpwUPVkHyNGXQqwXaGz9Szn5vhF4P9L41r_GtqJkOzGVuV92zv3uz3QveTQ5/s4032/Fern%20Hill%20--%2014%20--%20Shelving.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="4032" data-original-width="3024" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhhoqPLxx2A_ms2kmtZeiJk4XwZnYhos_6T6fh4AX65QIhOWPb5a5nrmNeJTP3XaaK-riug93Z0YyLcj3JRuQB6bfKV63w_5YUf4f_bXxs7WRNgnunsDiLywQbowpwUPVkHyNGXQqwXaGz9Szn5vhF4P9L41r_GtqJkOzGVuV92zv3uz3QveTQ5/w480-h640/Fern%20Hill%20--%2014%20--%20Shelving.jpg" width="480" /></a></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: Georgia, serif;">Wall
standards are the workhorse of store display when gondolas are not utilized.
Once again, the display is curated and the combination of shelved and hanging
products makes it visually interesting. We like the uncomplicated, clean look
of this wall. The neutral color scheme allows the merchandise to be the first
thing shoppers notice, not the fixture.<o:p></o:p></span></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: "Georgia",serif;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgmQZxCCAnwzKXKl5xAF4wlU0pPaYbs4S5IW5Sv9koecB4QRHYYFOPE1kpIlIGaYH3Q_InWjbYwAhyphenhyphen9eMJRiX9ClBKhiXagey1p8Zz3h-UmsEcxr4Md8AYlqE0ClqNuyetudIbRWT7Dglz14u-ePRxOSK8SDUEUKehWM9R2TZmSOSA10sdVtVKA/s4032/Fern%20Hill%20--%2021%20--%20Found%20Objects%20Fixtures.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="4032" data-original-width="3024" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgmQZxCCAnwzKXKl5xAF4wlU0pPaYbs4S5IW5Sv9koecB4QRHYYFOPE1kpIlIGaYH3Q_InWjbYwAhyphenhyphen9eMJRiX9ClBKhiXagey1p8Zz3h-UmsEcxr4Md8AYlqE0ClqNuyetudIbRWT7Dglz14u-ePRxOSK8SDUEUKehWM9R2TZmSOSA10sdVtVKA/w480-h640/Fern%20Hill%20--%2021%20--%20Found%20Objects%20Fixtures.jpg" width="480" /></a></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Random
objects, like these old wooden spools, make great fixtures and add to the
ambiance of your store. Just make sure the found objects you choose are hardy
enough to withstand rowdy shoppers.</span><o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgPCTmDNtEMWwMG3SI8ThnlTvhmcBFcgYkavy11pG2sijBXfT-DtSG_8KuBluBSDKOtofmASeb-6fDvOAK4Otd0-h1OO31eWHW4rH97K-Th5CtMCPJ0I0oeamYIFG_TzclmXtiQJqCn2L2-iU47wNtYD-BwJp5ZHkVeV1QtFdfTScs1YJt-Z81p/s4032/Fern%20Hill%20--%2022%20--%20Steel%20Gasline%20Pipes.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="4032" data-original-width="3024" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgPCTmDNtEMWwMG3SI8ThnlTvhmcBFcgYkavy11pG2sijBXfT-DtSG_8KuBluBSDKOtofmASeb-6fDvOAK4Otd0-h1OO31eWHW4rH97K-Th5CtMCPJ0I0oeamYIFG_TzclmXtiQJqCn2L2-iU47wNtYD-BwJp5ZHkVeV1QtFdfTScs1YJt-Z81p/w480-h640/Fern%20Hill%20--%2022%20--%20Steel%20Gasline%20Pipes.jpg" width="480" /></a></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Fixturing
at Fern Hill Market is a combination of antique,
and modern and sleek. The apparel fixturing is the latter; custom made by her
husband from steel gas line piping and painted to blend in with the rest of the
store’s décor.<o:p></o:p></span></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh7gK9Qjxy6J4igBbOKfAs9XjOUmZq2qyefXhfPeUpqFqcpdrkZaLdRc5m7RFLhs8nT35pHvKU_0jY4C66xxfjYU61r7LCBc5UOp269V5HXy1fXfKTHPw62fPubknzRwUDAQk-HhWOQCSbgWfxJBPgoiLGduCEp30Jio09ejkF3DluYDEBrSQNG/s4032/Fern%20Hill%20--%2023%20--%20Stairs%20Wide%20Shot.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="4032" data-original-width="3024" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh7gK9Qjxy6J4igBbOKfAs9XjOUmZq2qyefXhfPeUpqFqcpdrkZaLdRc5m7RFLhs8nT35pHvKU_0jY4C66xxfjYU61r7LCBc5UOp269V5HXy1fXfKTHPw62fPubknzRwUDAQk-HhWOQCSbgWfxJBPgoiLGduCEp30Jio09ejkF3DluYDEBrSQNG/w480-h640/Fern%20Hill%20--%2023%20--%20Stairs%20Wide%20Shot.jpg" width="480" /></a></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Every
part of Fern Hill Market is merchandised. Here, the stairway provides the
perfect backdrop for framed pieces, like these signs and paper calligraphy
scrolls designed by Alyssa Eliot of Cottonwood Shanty. Perhaps you have a
corner or nook on your sales floor that’s wasted space and is crying out for a
makeover? Think of the possibilities!</span><o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhrzYuixtyJwpeL3uVMaXpzNThncW1j1Pm5XVpo26PivGVZYtEqS8_vPJt0wf7vCX-5Zyy4aVuGVYeI8r4Tq3mFxustACpHi6JLaLhcmv7oSzrcQ25tXVyaLTyYLTXiw8FRhpSsce1J5bNMjIwEfMgw3EdfZQTwlHtAyFyLHhFbYCDyQcQ0vlpI/s4032/Fern%20Hill%20--%205%20--%20Bathroom.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="4032" data-original-width="3024" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhrzYuixtyJwpeL3uVMaXpzNThncW1j1Pm5XVpo26PivGVZYtEqS8_vPJt0wf7vCX-5Zyy4aVuGVYeI8r4Tq3mFxustACpHi6JLaLhcmv7oSzrcQ25tXVyaLTyYLTXiw8FRhpSsce1J5bNMjIwEfMgw3EdfZQTwlHtAyFyLHhFbYCDyQcQ0vlpI/w480-h640/Fern%20Hill%20--%205%20--%20Bathroom.jpg" width="480" /></a></div><p></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">You may
have heard us mention the <i>KIZER & BENDER Bathroom School of Management. </i>We
can absolutely tell how well a store is run by the condition of the women’s
rest room – if it’s a mess, so is the store. The restroom at Fern Hill Market is
maintained with the same care that is taken throughout the house.</span><span style="font-family: Georgia, serif;"> </span></span></p><p class="MsoNoSpacing" style="line-height: 150%;">
</p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">A
trip to Fern Hill Market offers customers a shopping experience that goes
beyond just shopping. It’s the chance to explore the history of wonderful old home,
discover new products, gather ideas, and enjoy a glass of wine all at the same
time. If retail therapy is on your agenda, we can’t think of a better way to
spend an afternoon!</span><o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;"><br /></span></span></p><div class="separator" style="clear: both; text-align: center;"></div><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: "Georgia",serif;"><br /></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: "Georgia",serif;"><br /></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: "Georgia",serif;"><br /></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: georgia; font-size: x-small;">COPYRIGHT <a href="http://www.kizerandbender.com" target="_blank">KIZER & BENDER</a> 2023 | <a href="http://www.retailadventuresblog.com" target="_blank">Retail Adventures Blog</a></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: georgia; font-size: x-small;">This article first appeared in <a href="https://creativeretailer.com/" target="_blank">Creative Retailer Magazine</a></span></p></div>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-31269940930537181472023-10-24T14:02:00.004-05:002023-10-24T14:07:11.562-05:00Retail Ready: Setting Your Sales Floor to Sell!<p style="text-align: center;"> </p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi0qJEz0kjLTeIc4IR0u6K6UZ7PDYgh5V1fnMRL4KJmmg8Y7R0MFX0ho5Jccp3XU4KD9R8h7PgPYhcEJ8FiayyMPU3vm_u1TKlJSFD0LJ9gfvqfegJ-rpgMFCeyQV8uymIhTTnuS-jZlxdBsqIHOHGGMOmr7IhNVKlqFh2YYKpWWoAv2CohmveR/s2048/KIZER%20&%20BENDER%20--%20Setting%20Your%20Sales%20Floor%20to%20Sell.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1365" data-original-width="2048" height="426" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi0qJEz0kjLTeIc4IR0u6K6UZ7PDYgh5V1fnMRL4KJmmg8Y7R0MFX0ho5Jccp3XU4KD9R8h7PgPYhcEJ8FiayyMPU3vm_u1TKlJSFD0LJ9gfvqfegJ-rpgMFCeyQV8uymIhTTnuS-jZlxdBsqIHOHGGMOmr7IhNVKlqFh2YYKpWWoAv2CohmveR/w640-h426/KIZER%20&%20BENDER%20--%20Setting%20Your%20Sales%20Floor%20to%20Sell.png" width="640" /></a></div><br /><p></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">When
did you last make a major floor move? And we don’t mean moving product from
over <i style="mso-bidi-font-style: normal;">here</i> to over <i style="mso-bidi-font-style: normal;">there.</i></span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Your
sales floor is a living, breathing entity that should change (frequently) in
order to flourish. If your store is full of the latest product, but your sales
are in a rut it, it could be because your customers are bored. They come to
your store not just to buy – they come for ideas and inspiration. They come to
be entertained, and even when they don’t buy anything, it’s the experience that
brings them back.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">The Target Syndrome</span></b><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Think
about the last time you shopped at a Target store. How much did you spend?
Chances are, even if you went in to buy a bottle of glass cleaner you spent at
least $50 on things you hadn’t planned on purchasing. We call this “The Target
Syndrome” because it doesn’t happen in other big box stores.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">When
you look hard at a Target store you see a largely neutral box that allows the
merchandise to pop. The sales floor serves as a backdrop for powerful signing
and creative displays that encourage you to fill your cart with things you
didn’t realize you needed until you got there. The store layout is designed to
move you easily throughout the store.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Create and Control the Shopper Journey</span></b><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">We’re
known for our store makeovers – both physically and virtually – on all sorts of
stores. We begin each one by observing how people shop the sales floor: Where
do they go? Where do they linger? Which areas do they avoid or miss altogether?
Afterwards, we take a hard look at “The Big 3” – the three critical things that
must be assessed before beginning a layout overhaul:</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">1.<span style="mso-tab-count: 1;"> </span>The
Enablers.</span></b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"> These are the important but often overlooked things that
allow customers to shop comfortably. Enablers make shoppers feel welcome: Think
displays and signing that attract attention, carts and baskets that do the
heavy lifting, clear, easy-to-navigate aisles, and strong displays that make
shoppers excited to interact with the merchandise, and most importantly, buy.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">2.<span style="mso-tab-count: 1;"> </span>The
Inhibitors.</span></b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"> These are the potholes, the shopper-stoppers that disrupt
the buying experience. Good examples include empty fixtures, messy or
unorganized displays, product that’s stacked too high, or displays that are
packed so tightly they turn customers away. The Inhibitors give us a strong
indication of how well the store is run.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">3. The
Impression Points.</span></b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"> These things start outside of your front door – sometimes
even in the parking lot if your store is free-standing or located in a strip
center – and continue throughout the sales floor. The Impression Points create perceptions
customers carry with them as they shop your store. They also contribute to what
they share with friends afterwards. Impression Points create customer Moments
of Truth – aha moments, both good and bad. A typical visit to your store could
result in more than 25 moments of truth.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Set
Your Sales Floor to Sell!</span></b><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">1.<span style="mso-tab-count: 1;"> </span>Create
winning windows</span></b><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Potential
customers should be able to take in your window displays in eight seconds or
less. Your displays should capture the eye and hold attention long enough for
the passer-by to absorb what’s being shown and entice that person to come into
your store.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Intricate
displays with lots of little parts are hard to set and the details are often
missed by shoppers. Instead, create displays using props and larger products
that will be noticed in those critical eight seconds. Add vinyl lettering to
the display that highlights what you sell and consider replacing window
displays with vibrant photo graphics that fill the space when the window
size/shape is less than ideal.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">2.<span style="mso-tab-count: 1;"> </span>The
first 10-second impression</span></b><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Stand
just inside the front door and look around. In the first 10 seconds inside your
door shoppers are making value judgements about what they see, thinking “Should
I grab what I need here or head to another store to browse at my leisure?” View
your sales floor from just inside the door each day, checking to ensure you are
giving shoppers the impression you intended.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><span style="mso-tab-count: 1;"><b><span style="font-family: "Georgia",serif; font-size: 14.0pt; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">3.</span></b><span style="font-family: Georgia, serif;"> </span></span><span style="font-family: Georgia, serif;">Consider
your store decor</span></span></b><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">The
colors and textures you choose for your decor matter. Do all the design
elements you have chosen work together? Does the paint color on the walls work
well with the flooring? Does your signing incorporate your colors and is your
brand well represented on the sales floor?</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><a href="http://www.retailadventuresblog.com/2018/01/what-color-should-you-paint-your-store.html?q=color+psychology">Color
affects people in different ways</a>; some colors cause people linger, others
to leave. Color is typically categorized in two different ways in in store
décor: primary colors (neutrals) and secondary colors (bold accent colors).</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Primary
colors are used in 80% of a store’s décor to create a relaxed atmosphere for
customers to shop and to make the merchandise the star.<span style="mso-spacerun: yes;"> </span>Accent Colors are used in 20% of the store’s
décor to make it pop. Think of accent colors as attention grabbers.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">4.<span style="mso-tab-count: 1;"> </span>Check
your sight line</span></b><b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><o:p> </o:p></span></b></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">While
you are still at the front of your store check its sight line. You want
shoppers to be able to see into and through the sales floor. Get rid of tall
fixtures near or at the front that block displays housed behind them. A good
rule to follow is to place shorter fixtures near the front and taller fixtures
towards the rear of the store. Remember, the more shoppers see, the more they’ll
buy.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">5.<span style="mso-tab-count: 1;"> </span>Work your Decompression Zone</span></b><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Every
store has an area located just inside the front door that’s known as the
Decompression Zone, the size depends on your store’s square footage. This space
gives shoppers a chance to transition from whatever they were doing outside of
your store to shopping. Understand that the Decompression Zone is a no man’s
land and that shoppers will walk right by anything you place there. It makes
sense to place floor signs, carts, baskets, product displays, etc. just beyond
the Decompression Zone where shoppers are more likely to see them.</span><b style="text-align: left;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><o:p> </o:p></span></b></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 10pt;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">6.<span style="mso-tab-count: 1;"> </span>Choosing
the right layout</span></b><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 10pt;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">It’s
said that 50 percent of your sales floor is never seen by shoppers so a big
part of your job is to create and control how they move about the sales floor.
This isn’t done by building or moving walls but rather by how you specifically place
your fixtures.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 10pt;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">There
are many variations of layouts to choose from but the following the three most
popular:</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 10pt;"><span style="font-size: medium;"><b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Grid layout:
</span></b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Grocery
stores use a grid layout where fixtures run parallel to the walls. Shoppers
have been trained to pick up a cart at the front door and walk up and down
every aisle. In a grid layout end features are the stars.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 10pt;"><span style="font-size: medium;"><b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Loop
layout: </span></b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Best Buy, Target and Macy’s rely on a loop layout to move
shoppers through the store. Loop layouts utilize a clearly defined main aisle
that circles through the store like a race track. Loops offer maximum product
exposure because the perimeter walls and gondola valleys are just as important
as the end features. Loop layouts generally work best in a larger footprint.</span><span style="font-family: Georgia, serif; text-align: justify;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 10pt;"><span style="font-size: medium;"><b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Free-flow
layout: </span></b><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Boutique and specialty retailers benefit from a free flow
layout<b style="mso-bidi-font-weight: normal;">.</b> In this layout, customers
shop the sales floor according to how and where you place the fixtures. Free
Flow Layouts are completely flexible and easy to set and easy to change.</span><span style="font-family: Georgia, serif; text-align: justify;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; mso-layout-grid-align: none; text-align: justify; text-autospace: none;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">7.<span style="mso-tab-count: 1;"> </span>Watch for d</span></b><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: Berkeley-Book; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">esire paths</span></b><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; mso-layout-grid-align: none; text-align: justify; text-autospace: none;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: Berkeley-Book; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">Have you ever skipped the
sidewalk and cut across the grass because it was a quicker way to get where you
were going? In doing so you created a shortcut called a desire path. You have
them on your sales floor too. Check your carpeting for excess wear in certain
areas or spend time watching how customers shop the store. Once you identify
the shortcuts they prefer, you can place displays directly in the middle of
that space.</span><span style="font-family: Georgia, serif; text-align: left;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">8.<span style="mso-tab-count: 1;"> </span>Choose the right fixtures</span></b><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Fixturing
should add to the ambiance of your sales floor but it should never be the focal
point: Good fixtures let the merchandise stand out. You need basic fixturing
like wall units, gondolas, and shelving to maximize dollars per square foot, plus
specialty fixturing for feature displays such as Speed Bumps. The Americans
with Disabilities Act (<a href="https://archive.ada.gov/business/retail_access.htm">ADA</a>) requires a
minimum of 36” in between fixtures so all customers can shop comfortably on
your sales floor.</span><span style="font-family: Georgia, serif; text-align: left;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">9.<span style="mso-tab-count: 1;"> </span>Optimize your Lake Front Property</span></b><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">There
are parts of your sales floor that are more important than others; we call
these areas Lake Front Property.<b style="mso-bidi-font-weight: normal;"> </b><span style="mso-bidi-font-weight: bold;">Use this</span><b style="mso-bidi-font-weight: normal;"> </b>space to feature new, important, and high-margin product.
Merchandise the basics toward the rear of the store so shoppers have to walk
past fashion and seasonal merchandise to get to them. If your store has a
center door, the majority of customers will enter and either look or turn to
the right. Items here should be merchandised with particular care.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">10.<span style="mso-tab-count: 1;"> </span>Cause a pause</span></b><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">“Speed Bumps”
are the first displays a shopper sees when entering the store. Located center
stage, speed bumps slow shoppers down and set the tone for what they can expect
to find as they browse the sales floor.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Create
a focal point using small nesting tables that are cross-merchandised with
attractive groupings of related products. Tell a story. Why just sell a handbag
when you can add on a wallet, makeup bag, keychain and a scarf, too?</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Change
your Speed Bump displays at least once a week, whether they need it or not.
More often, if you have frequent, repeat customers or the displays sell down or
become shopworn.</span><span style="font-family: Georgia, serif; text-align: left;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">11.<span style="mso-tab-count: 1;"> </span>Be
strategic with merchandise outposts</span></b><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Say you
are at the grocery store a few days before Thanksgiving. As you round the
corner to get to the turkeys you have to pass a series of displays of other things
you’ll need to complete your holiday meal. These displays, called merchandise outposts,
allow you to cross-merchandise throughout your sales floor. They encourage
impulse purchases and are especially effective during the holidays to highlight
immediate gifting needs.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">12.<span style="mso-tab-count: 1;"> </span>Vary
the heights</span></b><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Displays
work best when they incorporate height and depth, so add props and risers to
table displays to add interest. Vary the arm heights on apparel fixtures, on
gondola shelving, and wall units. When everything is the same height nothing
stands out.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">13.<span style="mso-tab-count: 1;"> </span>Utilize
the power of 3</span></b><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">The
human brain is wired to seek out the asymmetrical. That’s why we are drawn to
displays that feature products grouped in odd numbers, especially in groups of
three. These odd numbered groupings force the eye to move around, causing the
shopper to see more of the items on display.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">The
Power of 3 also benefits from the Pyramid Principle.<span style="mso-spacerun: yes;"> </span>This is where you place the tallest item in
the center and flank it with smaller items. The eye unconsciously seeks the
tallest item first before scanning the smaller items at its side, creating a
pyramid-like step down. Again, shoppers see more of what’s on display.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">14.<span style="mso-tab-count: 1;"> </span>Follow
the signs</span></b><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">A study
done by Brigham Young University found displays with signs outperformed
displays without signs by 20 percent. In the battle between sale and non-sale
items, regularly priced merchandise outperformed sale merchandise by 18% when
it was signed and the sale items were not. Bottom line: Displays need to be
appropriately signed.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Signage
should be simple and easily understood at a glance. Think sentences not paragraphs
and follow this rule: Take the average age of your oldest customers and divide
it in half; this is the smallest font size you can use for signing. Do not use
anything smaller than a 30 point font so shoppers who wear reading glasses can
easily read your signs without them.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">15.<span style="mso-tab-count: 1;"> </span>Wrap it up</span></b><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Inside
your store, customers<b style="mso-bidi-font-weight: normal;"> </b>should<b style="mso-bidi-font-weight: normal;"> </b>never stop thinking about merchandise,
even when they are in line to pay for their purchases. Display small, high
profit, impulse items on and around the cash wrap. If you are lucky enough to
have a wall directly behind your counter, use it to tell a merchandise story or
to showcase important products. If your store has checkout lanes, consider
adding a queue with displays of impulse items shoppers have to pass through
while waiting their turn to pay.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">16.<span style="mso-tab-count: 1;"> </span>The 360 Degree Pass-By</span></b><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">If
you’ve ever witnessed a store associate lead a shopper to a display and say, “I
know it was right here yesterday!” try our 360 Degree Pass-by exercise:<b style="mso-bidi-font-weight: normal;"> </b>a quick daily walk through every inch
of the sales floor.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">In the
five minutes it takes to do this exercise, you’ll easily pick up on areas that
need attention, products restocking, displays to face or straighten, and signs
that need to be replaced. Ask every associate to do a daily 360-Degree Pass-By
at the beginning of their shift.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">What’s
the end goal? To create a layout that entices shoppers to walk your entire
sales floor and to set irresistible displays that sell more products.</span><span style="font-family: Georgia, serif; text-align: justify;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; mso-layout-grid-align: none; text-align: justify; text-autospace: none;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Store layout is an art but it’s
also a science. The techniques shared in this article aren’t new, but they have
been utilized by successful retailers for one simple reason: They work.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; mso-layout-grid-align: none; text-align: justify; text-autospace: none;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;">Before you start to make
changes, take photos of your sales floor. The camera will see things the human
eye misses, and you will have a clearer view of what your sales floor actually
looks like to a shopper. Next, mount a </span><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: Berkeley-Book; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">blueprint of your sales
floor to a piece of foam board and add a vellum overlay so you can easily note
planned moves – it’s much easier to play on paper before you start dismantling
displays. Then once you have a plan in place make moves on the floor and sell
away!</span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; mso-layout-grid-align: none; text-align: justify; text-autospace: none;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><o:p><span style="font-size: medium;"> </span></o:p></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; mso-layout-grid-align: none; text-align: justify; text-autospace: none;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><o:p><span style="font-size: medium;"> </span></o:p></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; mso-layout-grid-align: none; text-align: justify; text-autospace: none;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><o:p><span style="font-size: medium;"> </span></o:p></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; mso-layout-grid-align: none; text-align: justify; text-autospace: none;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><o:p><span style="font-size: medium;"> </span></o:p></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; mso-layout-grid-align: none; text-align: justify; text-autospace: none;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><o:p><span style="font-size: medium;"> </span></o:p></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; mso-layout-grid-align: none; text-align: justify; text-autospace: none;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><o:p><span style="font-size: medium;"> </span></o:p></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; mso-layout-grid-align: none; text-align: justify; text-autospace: none;"><span style="font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: Calibri;"><o:p><span style="font-size: medium;"> </span></o:p></span></p>
<p align="center" class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: center;"><span style="font-family: Georgia, serif; line-height: 150%;"><span style="font-size: x-small;">COPYRIGHT <a href="http://www.kizerandbender.com">KIZER & BENDER</a> | ALL
RIGHTS RESERVED | <a href="http://www.retailadventuresblog.com">Retail Adventures Blog</a></span><span style="font-size: 12pt;"><o:p></o:p></span></span></p>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-64719124121574897302023-10-05T13:26:00.004-05:002023-10-05T13:30:36.675-05:00Georganne Visits Bergdorf Goodman<p></p><div class="separator" style="clear: both; font-family: Georgia, serif; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmmsEvBKCUmqBCIpGR34xAEMBGx2WcQz_8A_ysg975MI8KguligxTuepym67cvO6hHXOt7oxZhbwu4-PGwsPeHIoj7xL9o8RtJLNlw9g5oK7HQHKkR-w4xtPag2ugnBumW4KHbsZ5ulD6i6siNUFVGzd7OvQUcRMuUi9kAby0J3POvtL5Dd2TH/s800/Fifth-Avenue-Bergdorf-Goodman-Former-Corenilus-Vanderbilt-Mansion-Site-2.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="600" data-original-width="800" height="480" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmmsEvBKCUmqBCIpGR34xAEMBGx2WcQz_8A_ysg975MI8KguligxTuepym67cvO6hHXOt7oxZhbwu4-PGwsPeHIoj7xL9o8RtJLNlw9g5oK7HQHKkR-w4xtPag2ugnBumW4KHbsZ5ulD6i6siNUFVGzd7OvQUcRMuUi9kAby0J3POvtL5Dd2TH/w640-h480/Fifth-Avenue-Bergdorf-Goodman-Former-Corenilus-Vanderbilt-Mansion-Site-2.jpg" width="640" /></a></div><div style="text-align: center;"><span style="font-family: Georgia, serif; font-size: x-small;">Photo Cred: Untapped New York by Michelle Young</span></div><div style="font-family: Georgia, serif; font-size: large; text-align: center;"><br /></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">During
the recent torrential rains in New York City my sister and I visited Bergdorf
Goodman, a NYC landmark department store that is famous for designer clothing
and accessories. And absolutely priceless premier customer service.</span><o:p></o:p></span></p><p><span style="font-size: medium;"><span style="font-family: Georgia, serif;">Ya,
huh.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">I
used to visit Bergdorf’s with my mother when I was little, she loved that store
so we were there a lot. This trip? We were invisible. I understand
that we are not their target customer, neither one of us are model tall or a
size 0; we are not sample-size anything and that's okay. When
I asked if a particular dress came in a size 12 I was told that Bergdorf’s carries
up to a size 12, but in designer sizes that 12 fits closer to an 8.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">You
with me so far?</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">No
one, and I mean not one of the many sales associates we encountered on the
floor that day could be bothered to even make eye contact. Maybe I can't buy a
dress but that doesn't mean my AmEx won't work for a handbag, accessories,
jewelry or shoes. The only associate who deigned to speak to us the entire 30 minutes we were
there saw me pull a strapless dress back up to cover a mannequin's exposed
chest.</span></span></p><p class="MsoNoSpacing" style="line-height: 150%;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhd9ukgy4hlmZMOJnL38D823IeGyhiYRrJHKX9kJBustQFg9180zLQqitZyfZu5ospwDT-oKm57f47-UzsvdXsYuQ-xeOb-605uNNBVvZQnoeUA23RlpxKQBQ01PFgTiVYYxwtFymbofmcHS6FvI9hF6UpyVerRu1YvMeLYwu6f0q75vNnxMmdz/s2048/Bender10.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhd9ukgy4hlmZMOJnL38D823IeGyhiYRrJHKX9kJBustQFg9180zLQqitZyfZu5ospwDT-oKm57f47-UzsvdXsYuQ-xeOb-605uNNBVvZQnoeUA23RlpxKQBQ01PFgTiVYYxwtFymbofmcHS6FvI9hF6UpyVerRu1YvMeLYwu6f0q75vNnxMmdz/w480-h640/Bender10.jpg" width="480" /></a></div><div style="text-align: center;"><span style="font-family: Georgia, serif; font-size: medium; text-align: left;"><br /></span></div><div style="text-align: center;"><span style="font-family: Georgia, serif; font-size: medium; text-align: left;">Once a visual merchandiser, always a visual merchandiser!</span></div><div style="text-align: center;"><span style="font-size: medium;"><span style="font-family: georgia;">I couldn't leave this lady exposed.</span><span style="font-family: Georgia, serif; text-align: left;"> </span></span></div><p></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">I
get it. Bergdorf Goodman serves a wealthy client base and there was something
about us that screamed we didn’t fit that mold. But dear lord, do they have to
be so snotty about it?</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">I
came home and rewatched “Scatter My Ashes at Bergdorf's” (2013) on Amazon
Prime. It's a remarkable store with a great history and an extremely talented staff.
During the film, one of the principals spoke about a sort of shabby looking woman
who came in carrying two shopping bags. She asked about the cost of an
expensive fur coat and the associate hemmed and hawed about the price until the
woman started pulling wads of cash out of her shopping bags. The principal said
something like, "You can't judge a book by its cover or a customer by
their looks because you never know where your next sale will come from."
<i>No kidding.</i></span></span><span style="font-family: Georgia, serif; font-size: large;"><i> </i></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">How
hard is it to look at someone and smile? Everyone who enters your store is a
potential customer. Everyone deserves to be acknowledged. Bergdorf’s could
learn from our 7-Tile Rule: Every time an associate comes within seven floor
tiles – that’s seven feet – of a customer they MUST acknowledge that customer. That
might only be eye contact and a smile, but trust me when I say that smile work
wonders.<o:p></o:p></span></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Lack of service aside, the store was beautiful. Take a look...</span></span></p><p class="MsoNoSpacing" style="line-height: 150%;"></p><div class="separator" style="clear: both; font-family: Georgia, serif; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi1h7C2V-Jw78edy-lhB1aFqTukiBetWbQxkYYXZHARrehzDWHmlTUaCLJLE5H6zlmDFnqpfL9gqZW6pXqzWrkj8p89zobN7RPx81oi6_5BOyDHZIAiT_Thw_cxk23jke0132-GZeXQdUpdWTIMnRn3NYAqs10o1A-AOrghUIMk1b5X3iycRFut/s2048/Bender2.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi1h7C2V-Jw78edy-lhB1aFqTukiBetWbQxkYYXZHARrehzDWHmlTUaCLJLE5H6zlmDFnqpfL9gqZW6pXqzWrkj8p89zobN7RPx81oi6_5BOyDHZIAiT_Thw_cxk23jke0132-GZeXQdUpdWTIMnRn3NYAqs10o1A-AOrghUIMk1b5X3iycRFut/w480-h640/Bender2.jpg" width="480" /></a></div><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: georgia; font-size: medium;">I love the poses of these mannequins. And the tiny signs at their feet that indicate the name of the designer.</span></p><div class="separator" style="clear: both; font-family: Georgia, serif; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgmucYyif1zrDmz7MAkWlEKcZ8rP9hfEc3LKcBsdR3Ysl0Nqn9gdrUq_PEkGuwScpTTsQBIiSNDXg6sO6Ik6H8m95yaJSTMiQkO2Ab2kSqcLjRzkYQrfUVm2gqFHRq0S5PtnjidmpwCtFJVJoPUrdBj-X9xP9-n8jJXK7zPlgfm8KZVFF58LquU/s2048/Bender3.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgmucYyif1zrDmz7MAkWlEKcZ8rP9hfEc3LKcBsdR3Ysl0Nqn9gdrUq_PEkGuwScpTTsQBIiSNDXg6sO6Ik6H8m95yaJSTMiQkO2Ab2kSqcLjRzkYQrfUVm2gqFHRq0S5PtnjidmpwCtFJVJoPUrdBj-X9xP9-n8jJXK7zPlgfm8KZVFF58LquU/w480-h640/Bender3.jpg" width="480" /></a></div><p class="MsoNoSpacing" style="line-height: 150%; text-align: left;"><span style="font-family: georgia; font-size: medium; text-align: center;">Jewelry in this area was displayed in glass counters on the sales floor and these boxes that showcase the unique pieces.</span></p><div class="separator" style="clear: both; font-family: Georgia, serif; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj-f6mnMGAXKjfbo1xJiMJcA9qT6ZYkrVZKiLYy5FbuAK8t1Bujfwb6p-zU7ZFpo9i1nR81HJapQhd18arBvWlAF190j89LhBuA2hJ-JI-WyYJvjCJ_iqSPz9w9QvyqTzd9wLr_eFB_g9t9vmaQvBjB_wBkm2SBS1C_VA3OeJKG8NOckWXoEaiS/s2048/Bender4.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj-f6mnMGAXKjfbo1xJiMJcA9qT6ZYkrVZKiLYy5FbuAK8t1Bujfwb6p-zU7ZFpo9i1nR81HJapQhd18arBvWlAF190j89LhBuA2hJ-JI-WyYJvjCJ_iqSPz9w9QvyqTzd9wLr_eFB_g9t9vmaQvBjB_wBkm2SBS1C_VA3OeJKG8NOckWXoEaiS/w480-h640/Bender4.jpg" width="480" /></a></div><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: georgia; font-size: medium;">Don't laugh. I initially thought this was a Halloween display.</span></p><div class="separator" style="clear: both; font-family: Georgia, serif; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdD1oSN2JsJz0-8KTSqLcnxH6s_U2jf9OIUx91WHItNmFO0pur545PcvC-43fN8EhdwckyAlgf5JfKyW6aWqWFLxvLLJZXGk4gJe6GxkrJ82l1f92LYg6IVBC1JvLp87KXqc7727GYKEGFDBkxkVswfGMhUMssscI1UobqWOq9hX9VQGZqgLgo/s2048/Bender5.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdD1oSN2JsJz0-8KTSqLcnxH6s_U2jf9OIUx91WHItNmFO0pur545PcvC-43fN8EhdwckyAlgf5JfKyW6aWqWFLxvLLJZXGk4gJe6GxkrJ82l1f92LYg6IVBC1JvLp87KXqc7727GYKEGFDBkxkVswfGMhUMssscI1UobqWOq9hX9VQGZqgLgo/w480-h640/Bender5.jpg" width="480" /></a></div><p class="MsoNoSpacing" style="line-height: 150%; text-align: left;"><span style="font-family: georgia; font-size: medium; text-align: center;">From another angle it was an elegant hooded dress! </span></p><div class="separator" style="clear: both; font-family: Georgia, serif; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi10L7tZHR_Vs4zxujYILBhWBvvbgXiIHNe-a-Ucndiy3C31Kti5hBJ5RyQ26oKYAjen7f8KPRU4RylCLa6Z4wgWkbhJzDxz8GYYi6iUyl9fdCYFpvoQdYG1KKKfbr4_leNLRLjKnyfqwwNd6v4IX0bLzqTog6H-XaiCb2eK7zyT-EURbmLK0Ue/s2048/Bender6.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi10L7tZHR_Vs4zxujYILBhWBvvbgXiIHNe-a-Ucndiy3C31Kti5hBJ5RyQ26oKYAjen7f8KPRU4RylCLa6Z4wgWkbhJzDxz8GYYi6iUyl9fdCYFpvoQdYG1KKKfbr4_leNLRLjKnyfqwwNd6v4IX0bLzqTog6H-XaiCb2eK7zyT-EURbmLK0Ue/w480-h640/Bender6.jpg" width="480" /></a></div><span style="font-family: georgia; font-size: medium;"><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;">Chandeliers in stores are one of my favorite things. I want to know more about the history of the building that was specifically built for Bergdorf's and opened in 1928 on New York City's Fifth Avenue.</p></span><p></p><p class="MsoNoSpacing" style="line-height: 150%;"></p><div class="separator" style="clear: both; font-family: Georgia, serif; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgBG3OEA92u6V_MU7hYdYz5zFkI4SZhJ6Nqmh2VELDMdmPccCGCwWuyezb7Oz75AwHXjMafpcE22DXjA_0PkQ02t0oEqHemcS216EX6pAskp-_tMHETs7bPHUCbSWuJFd_Dp5YSd6h8K4a4H6PR8d_jcYO_zrS3ymBvTlvI0PjTpTVH6IUZSCXU/s2048/Bender7.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgBG3OEA92u6V_MU7hYdYz5zFkI4SZhJ6Nqmh2VELDMdmPccCGCwWuyezb7Oz75AwHXjMafpcE22DXjA_0PkQ02t0oEqHemcS216EX6pAskp-_tMHETs7bPHUCbSWuJFd_Dp5YSd6h8K4a4H6PR8d_jcYO_zrS3ymBvTlvI0PjTpTVH6IUZSCXU/w480-h640/Bender7.jpg" width="480" /></a></div><span style="font-family: georgia; font-size: medium;"><div style="text-align: center;"><br /></div><div style="text-align: center;">The props make the merchandise pop. Note there is only one of each garment hanging on the rail behind this display.</div><div style="text-align: center;"><br /></div></span><div class="separator" style="clear: both; font-family: Georgia, serif; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiwEYqMi3hesKKG3rYGKHvLsoiLwn51SeQFdbKpAX-1uYGL5XAZBiuZw1H4hNxST_QOivkefa4ZHOkFSA6-nR4R7O3qnsh-Rqz0hytaOY_YLhqwxfWCBnN9mhJZimR3-Nc0z8TYLqecZJ7br-2SUrhAL4Df8fwKbtBA7qPXJqIPp8MrVQeMkoMZ/s2048/Bender8.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiwEYqMi3hesKKG3rYGKHvLsoiLwn51SeQFdbKpAX-1uYGL5XAZBiuZw1H4hNxST_QOivkefa4ZHOkFSA6-nR4R7O3qnsh-Rqz0hytaOY_YLhqwxfWCBnN9mhJZimR3-Nc0z8TYLqecZJ7br-2SUrhAL4Df8fwKbtBA7qPXJqIPp8MrVQeMkoMZ/w480-h640/Bender8.jpg" width="480" /></a></div><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: Georgia, serif; font-size: medium; text-align: left;">I could have shopped the hell out of this shoe department.</span></p><div class="separator" style="clear: both; font-family: Georgia, serif; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZZWaW5mYfRtWdoO62A-B5HdBZWF-HpzwcNhPzqKd8pFcQJSSM28naR_USqysXnnVLD45Ipg7804u01thq6FUQeY4YKnOQjJOVOI8Koiq4hEchzf3zoZu-CR-3oVz0qzVefkz1Iv2syBFeL3P-SVolK6C0CjQbu5ucWu5voHlgCajQEjgoxAIa/s2048/Bender9.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="982" height="696" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZZWaW5mYfRtWdoO62A-B5HdBZWF-HpzwcNhPzqKd8pFcQJSSM28naR_USqysXnnVLD45Ipg7804u01thq6FUQeY4YKnOQjJOVOI8Koiq4hEchzf3zoZu-CR-3oVz0qzVefkz1Iv2syBFeL3P-SVolK6C0CjQbu5ucWu5voHlgCajQEjgoxAIa/w400-h696/Bender9.jpg" width="400" /></a></div><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: georgia; font-size: medium;">Design by Reynolds Wrap. (Kidding.)</span></p><div class="separator" style="clear: both; font-family: Georgia, serif; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhIbKVcCed8n8P78xFWnzXSKdSi02gtQitOePAhJAag3TzMAqRazH8gZ7WIV58W2p7S2MdyNvYqpdX-fO_Iv-_ft6f_mTJ2tVORwYkAscS4879MtxD4xp-Aq5n5UbcBwMBEh6OusxmASshjMvByJo4qQnsP8KIcqeHN36A851gWoN5RSxdQnKEr/s2048/Bender11.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhIbKVcCed8n8P78xFWnzXSKdSi02gtQitOePAhJAag3TzMAqRazH8gZ7WIV58W2p7S2MdyNvYqpdX-fO_Iv-_ft6f_mTJ2tVORwYkAscS4879MtxD4xp-Aq5n5UbcBwMBEh6OusxmASshjMvByJo4qQnsP8KIcqeHN36A851gWoN5RSxdQnKEr/w480-h640/Bender11.jpg" width="480" /></a></div><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: georgia; font-size: medium;">Admiring the art.</span></p><div class="separator" style="clear: both; font-family: Georgia, serif; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEipvWAZKrX537HwwC9DE4ItGdKn3V3wBp8Pay5svE6m9yyr4SQDM0Wc4o2kkzzYHAIGZThu0Pn20FYTGiDo1ZculiP_o70zaWYP3pUAXjsDgeLnJEYfjIrapRV-CFqcKp2GOYgJ3isqOnOG_r3aUWu1qDGMI1ugFNoY_4mlrCygFFM77ojjbCXU/s2048/Bender12.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEipvWAZKrX537HwwC9DE4ItGdKn3V3wBp8Pay5svE6m9yyr4SQDM0Wc4o2kkzzYHAIGZThu0Pn20FYTGiDo1ZculiP_o70zaWYP3pUAXjsDgeLnJEYfjIrapRV-CFqcKp2GOYgJ3isqOnOG_r3aUWu1qDGMI1ugFNoY_4mlrCygFFM77ojjbCXU/w480-h640/Bender12.jpg" width="480" /></a></div><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: georgia; font-size: medium;">She's dancing.</span></p><div class="separator" style="clear: both; font-family: Georgia, serif; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEivXczYtxZqktKoD23HXmJ6eIvY3vcGueBvdyw1KkTlIiwKW1nNK2ZyJtsLpE3MVAuZmAbrTNKFd9U6Ju2ggfWsnEKdQA1hLLP2cF5EP3868UBcG7BnypcFWSiFrHlxZSFpmpmaN603aGRYxZfhtq_4q__2RPdzEYopbMyAh7mVYnoxzGwyHN57/s2048/Bender13.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEivXczYtxZqktKoD23HXmJ6eIvY3vcGueBvdyw1KkTlIiwKW1nNK2ZyJtsLpE3MVAuZmAbrTNKFd9U6Ju2ggfWsnEKdQA1hLLP2cF5EP3868UBcG7BnypcFWSiFrHlxZSFpmpmaN603aGRYxZfhtq_4q__2RPdzEYopbMyAh7mVYnoxzGwyHN57/w480-h640/Bender13.jpg" width="480" /></a></div><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: georgia; font-size: medium;">These mannequins are beautifully, subtlety tri-colored. </span></p><div class="separator" style="clear: both; font-family: Georgia, serif; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEixuRXWrkpjqIgCaOh4r6mcKuxkpl3I1Hey3Vdz5SaNAvYvg59r8vnXif9-36ItrUOTm9nufc4Gjmp_tMWeXihyphenhyphenQC8nvc_Cf3C5sIS7WkevbAgtwjt5MpH20Qv-EczTyr8SeW4M8JUftDOSzrX0p7GVu4JZo21KbgCDDHLuXZHbVL9OsJcLQQfn/s1528/Bender%201.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1528" data-original-width="640" height="827" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEixuRXWrkpjqIgCaOh4r6mcKuxkpl3I1Hey3Vdz5SaNAvYvg59r8vnXif9-36ItrUOTm9nufc4Gjmp_tMWeXihyphenhyphenQC8nvc_Cf3C5sIS7WkevbAgtwjt5MpH20Qv-EczTyr8SeW4M8JUftDOSzrX0p7GVu4JZo21KbgCDDHLuXZHbVL9OsJcLQQfn/w393-h827/Bender%201.jpg" width="393" /></a></div><br /><div style="text-align: center;"><span style="font-family: Georgia, serif; font-size: medium;">This mannequin platform greeted shoppers near the front entrance of the store. The first mannequin was at least 9' tall! You know I took a closer look to see how the display was put together.</span></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;"><br /></span></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;"><br /></span></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;"><br /></span></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: "Georgia",serif;"><span style="font-size: x-small;">COPYRIGHT <a href="http://www.kizerandbender.com">KIZER & BENDER</a> 2023 | <a href="http://www.retailadventuresblog.com">Retail Adventures Blog</a></span></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><o:p><span style="font-size: medium;"></span></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><span style="font-size: medium;"><br /></span></div><span style="font-size: medium;"><br /></span><p></p>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-81685708930101554042023-08-08T08:58:00.000-05:002023-08-08T08:58:33.801-05:0011 Steps to Shopping Your Competition<p class="MsoNormal" style="line-height: 150%;"></p><div class="separator" style="clear: both; text-align: center;"><a href="http://www.kizerandbender.com" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1280" data-original-width="1920" height="426" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEihKn5LxDjuqKmtW7_d2_9EMrt0rvdOr1LIEsestaKFIHTtxJzDLcVICe-5hyWYdpQR7it8FDh3T2vJfKmDP55fR3flJbZsbxaE9HPSRiGlTZ48LNIfCQU7N8oj-I5KsmacKsHqPxFcg7la4zNEpM1C5uaT3KBvDgVoCA-xL2mlYcaqZa_QUDuK/w640-h426/bags.jpg" width="640" /></a></div><p></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">How
often do you mystery shop your competition – in person, online and on social
medias? Monthly, yearly? Never? Shopping your competition is an exercise that
needs to happen at least once a quarter. Here’s what to do:</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><b><span style="font-family: "Georgia",serif;">1.
Make a list of everything you need to know about each competitor.</span></b><span style="font-family: "Georgia",serif;"> When we mystery shop we carefully examine
the operational categories in the store, and then rate each one on a scale of 1
to 10. It’s an opinion, but it’s a good one. Yours will be, too.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><b><span style="font-family: "Georgia",serif;">2.
Begin by determining where you stand in your marketplace.</span></b><span style="font-family: "Georgia",serif;"> Send someone you trust to a public place
near your store to ask people if they can recommend a good (whatever you sell)
store. If your store is mentioned first, you have built Top Of The Mind
Awareness – good job! If you are not mentioned first, or worse, not at all, you
have some work to do to build local word of mouth.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><b><span style="font-family: "Georgia",serif;">3.
Mystery shop your store.</span></b><span style="font-family: "Georgia",serif;">
Your perception of how you are doing could be tremendously different from the
customers’ perception. We did this exercise with a retailer who thought his
store the best, so we took him to visit a new competitor and then came back to
do the same exercise in his store. It was an eye opener; he realized how much
work he had to do to bring his store up to speed. So, ask a trusted friend who
can be objective to shop in your store and report back about their experience.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><b><span style="font-family: "Georgia",serif;">4.
You don’t have to do shop the competition yourself.</span></b><span style="font-family: "Georgia",serif;"> If you are uncomfortable, or think you may
be recognized, send a store associate, friend or family member.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Try
our <b>“How Did It Feel” exercise</b>: Assign various associates the task of visiting
the competition, posing as typical customers, going through all of the steps
outlined in this article. When the associates return, have them to document
their visits, breaking down everything they experienced in each area of the
store. After each comment ask, “How did it feel?” You’ll learn what that
competitor did well and where they fell down. Compare those findings with what
typically happens in your store.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><b><span style="font-family: "Georgia",serif;">5.
Pay attention to first impressions.</span></b><span style="font-family: "Georgia",serif;">
Is the competitor’s store interesting from the minute you approach it? How are
the store windows? Shoppers access your window displays in eight seconds or
less, so they can’t be too elaborate. Once inside, the average shopper makes a
value judgement about a store – good or bad – in just 10 seconds or less: What
vibe does the store give? What happens just beyond the Decompression Zone, the
first 5 to 10 feet inside the front door?</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><b><span style="font-family: "Georgia",serif;">6.
Analyze the customer flow.</span></b><span style="font-family: "Georgia",serif;">
Does the sales floor layout create and control how customer traffic flows
through the store? A retail study found that 50 percent of shoppers never see
the entire sales floor. Does this competitor easily move shoppers from department
to department?</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><b><span style="font-family: "Georgia",serif;">7.
Rate the customer experience.</span></b><span style="font-family: "Georgia",serif;">
Is it a fun place to shop or merely a place to buy stuff? Do customers linger
to browse or get in and out quickly? Stop in each important area of the sales
floor and watch shoppers, trying to see the merchandising and customer service
through their eyes. Watch how shoppers enter the store, which way they go and
why, plus what they look at, how long they linger in specific areas, along with
what they buy and return.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><b><span style="font-family: "Georgia",serif;">8.
Rate the overall appearance of sales floor.</span></b><span style="font-family: "Georgia",serif;"> Does it motivate shoppers to buy? What do they do to
highlight important product? Is the merchandise fresh or dated? Is the sales
floor neat and clean? Are displays well maintained and dust free? Are they
unique?</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Is
cash wrap organized and merchandised with impulse items? Is it clutter free?
Where are important basics and hot sellers located on the sales floor? Are
displays merchandised as a destination (think milk and eggs in a grocery store)
or as impulse purchases? Are the displays neatly signed and is the merchandise
clearly and competitively priced? Don’t forget to visit service areas,
classrooms, and rest rooms, too.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: Wingdings; mso-ascii-font-family: Georgia; mso-char-type: symbol; mso-hansi-font-family: Georgia; mso-symbol-font-family: Wingdings;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">o</span></span><span style="font-family: "Georgia",serif;"><span style="mso-tab-count: 1;"> </span>How does the retailer differentiate
between full price and markdown merchandise? Where and how is reduced and
clearance product merchandised: in its regular department or in a special
clearance area?</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: Wingdings; mso-ascii-font-family: Georgia; mso-char-type: symbol; mso-hansi-font-family: Georgia; mso-symbol-font-family: Wingdings;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">o</span></span><span style="font-family: "Georgia",serif;"><span style="mso-tab-count: 1;"> </span>Does the store have a signing program? Is
it effective? Does it reinforce the overall feeling of the store’s brand? Are
signs well-placed and legible? Is there a standard format and font or are they
handwritten and taped to fixtures?</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: Wingdings; mso-ascii-font-family: Georgia; mso-char-type: symbol; mso-hansi-font-family: Georgia; mso-symbol-font-family: Wingdings;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">o</span></span><span style="font-family: "Georgia",serif;"><span style="mso-tab-count: 1;"> </span>What’s the pricing perception compared to
yours? Is the retailer trying to convey an upscale, high level of quality
service combined with a unique experience, or as a discount merchant with
little apparent visual merchandising?</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><b><span style="font-family: "Georgia",serif;">9.
Are the associates attentive to shopper needs?</span></b><span style="font-family: "Georgia",serif;"> Is coverage adequate? Are associates available
to help with difficult customer questions? Put the store associates through
their paces to find out if they possess specialized skills and strong product
knowledge. Do they focus on customers or sales floor maintenance?</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><b><span style="font-family: "Georgia",serif;">10.
Check each competitor’s Yelp business page.</span></b><span style="font-family: "Georgia",serif;"> Review yours, too. Think you don’t have a Yelp page? You may
have one even if you didn’t set it up. If a customer decides to review your
store that review will create a page for you. Claim it and review it to see
what is being said. Fill in all the areas, add photos, respond to comments –
good and bad – and then monitor it weekly. Daily, if you are getting lots of
reviews. And don’t worry about cost; it’s free.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><b><span style="font-family: "Georgia",serif;">11.
Monitor the ZMOTs (Zero Moments of Truths) that happen online before shoppers
choose to visit your store.</span></b><span style="font-family: "Georgia",serif;">
Google Alerts are still important but you’ll also want to set up free accounts
with Mention.com to and TalkWalker.com to learn what’s being said about your
store online. Each of these sites will email you a link each time you are
mentioned that will take you directly to that website. We have alerts set up
for ourselves, our company, and each company/competitor we want to monitor.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;"><i>Let’s
review!</i></span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: Wingdings; mso-ascii-font-family: Georgia; mso-char-type: symbol; mso-hansi-font-family: Georgia; mso-symbol-font-family: Wingdings;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">o</span></span><span style="font-family: "Georgia",serif;"><span style="mso-tab-count: 1;"> </span>Review the 1 to 10 grades you gave the
competition in each of the above categories, and then compare your store to
each competitor to determine where and what you need to change.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Now,
review each associates “How Did It Feel?” exercise findings and merge your
experience with what the associates’ experienced. What you saw and felt will
likely be very different from your teams – that’s a good thing.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: Wingdings; mso-ascii-font-family: Georgia; mso-char-type: symbol; mso-hansi-font-family: Georgia; mso-symbol-font-family: Wingdings;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">o</span></span><span style="font-family: "Georgia",serif;"><span style="mso-tab-count: 1;"> </span>Create a Hit List. You have now
established a list of things you need to change and improve. Make changes to
your sales floor as necessary, checking them off the list as you go.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Sam
Walton was famous for spending quality time in every kind of retail establishment
you can imagine; he believed that he could find at least one great idea even in
the schlockiest joints. Sam also believed that to succeed in retail you have to
change all the time. What one idea can you take from each mystery shopping
experience and apply to your store?</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Keep
on top of every retail trend, industry update, and competitor.<span style="mso-spacerun: yes;"> </span>Someday, you could find yourself in a serious
competitive battle with a store you thought was totally out of your league.
Commit to shopping your competition, and regardless of what you find, vow to
try it, fix it, change it – do it!</span></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><o:p><span style="font-size: medium;"> </span></o:p></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><o:p><span style="font-size: medium;"> </span></o:p></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><o:p><span style="font-size: medium;"> </span></o:p></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><o:p><span style="font-size: medium;"> </span></o:p></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><o:p><span style="font-size: medium;"> </span></o:p></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><o:p><span style="font-size: medium;"> </span></o:p></span></p>
<p align="center" class="MsoNormal" style="line-height: 150%; text-align: center;"><span style="font-family: Georgia, serif; line-height: 150%;"><span style="font-size: x-small;">COPYRIGHT <a href="http://www.kizerandbender.com" target="_blank">KIZER & BENDER</a> | ALL RIGHTS RESERVED | <a href="http://www.retailadventuresblog.com">RETAIL ADVENTURES BLOG</a></span></span></p>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com1tag:blogger.com,1999:blog-18848223.post-30647147750457986102023-07-07T10:40:00.006-05:002023-07-07T10:47:01.983-05:00Let’s Get Phygital! How to Build a Connection Between In-Store and Online<p><span style="font-family: georgia; font-size: medium;"></span></p><div class="separator" style="clear: both; text-align: center;"><span style="font-family: georgia; font-size: medium;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZXaBpuBxyf-b9xGoNbVG7OHcJYfEd5_LvDMZ72028R5HfvzARGAcZ3MdeFPnmdlowO9tYk-TYEe5_7c8S8gIPugfJxNrb9K_4NJxrHUKZIgOQunkAKVkNnUw1d04p3aiCxPC6wBYEPIs3yii3wVBH2aFaxAOqMCFe8vk-V-5S7T7MSc6rra2V/s1430/5.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="925" data-original-width="1430" height="414" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZXaBpuBxyf-b9xGoNbVG7OHcJYfEd5_LvDMZ72028R5HfvzARGAcZ3MdeFPnmdlowO9tYk-TYEe5_7c8S8gIPugfJxNrb9K_4NJxrHUKZIgOQunkAKVkNnUw1d04p3aiCxPC6wBYEPIs3yii3wVBH2aFaxAOqMCFe8vk-V-5S7T7MSc6rra2V/w640-h414/5.jpg" width="640" /></a></span></div><p></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span style="font-size: medium;"><span style="font-family: georgia; text-align: left;">Jayna
Gedney wants you to be able to smell her store’s website.</span><span style="font-family: georgia; text-align: left;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: georgia;">Jayna
is the store manager of <a href="https://www.bfranklincrafts.com/" target="_blank">Ben Franklin Crafts & Frame Shop</a> in Monroe,
Washington. The store is owned by the Taylor family, established in 1975 by
Adrian and Deanna Taylor. A second store, located in Bonney Lake, Washington, is
owned and managed by son Adrian C. Taylor, their son. The two stores are
creative industry stalwarts. Industry legend is that Adrian, Senior was the
first retailer to embrace scrapbooking, creating the trend we know and love
today.</span><span style="font-family: georgia;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: georgia;">Now,
we are talking with Jayna about all things “phygital,” a blend of the physical in-store
experience with what’s happening digitally online. And what happens to a
customer who shops via both bricks and clicks.</span><span style="font-family: georgia;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;">A
visit to either Ben Franklin Crafts & Frame Shop is definitely an
experience: shoppers are immediately surrounded by all things crafts. Physically,
each sense is engaged. Online, it’s Jayna’s wish that visitors be able to <i>visually</i>
feel the ambiance of her store. And it works because the website isn’t full of
random paragraphs and tiny photos showing item description and price. Instead,
visitors find vibrant photos of actual store displays that are large enough to
show product detail.<o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgcLdFW31iNOJqYfx-4BHe3A3e-LZqbV_E1Hrhs7PHoVDW3DK2K6efCw52Vmi24WcBXbkZ_3JZlnEMDcfOMydvlUIITRQSghuzePmxWdcfyzbgJzqU8-qxaQaNBQK-c_9lJbK9wzXyGRl19VpS_9puba7optrg-PiKGvUQdR_HRL-_71_af-Cet/s952/1.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="952" data-original-width="952" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgcLdFW31iNOJqYfx-4BHe3A3e-LZqbV_E1Hrhs7PHoVDW3DK2K6efCw52Vmi24WcBXbkZ_3JZlnEMDcfOMydvlUIITRQSghuzePmxWdcfyzbgJzqU8-qxaQaNBQK-c_9lJbK9wzXyGRl19VpS_9puba7optrg-PiKGvUQdR_HRL-_71_af-Cet/w640-h640/1.png" width="640" /></a></div><p></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: georgia;"><i>The website copy reads, “Assorted Christmas Gnomes. Any of
these adorable Christmas Gnomes will fit perfectly with your existing Christmas
decorations. The hard part will be to choose which one you’ll take home with
you. We have multiple gnome sizes and styles to choose from. (While supplies
last).”</i></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: left;"><span style="font-family: georgia; font-size: large;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjUYgn7oTFl9wloJw58hKESGnF8qqYIeeGc2BKqJ1x-yB3MDk5EPVdn0coU41L75zcORBNJc84jsyy89FvmmZu_H0475IMKlPE5iHvFn8iudJSusSKERvSCXcUuW1bZNKF04mhDM9YyIA91gm1gIeRTLHhQE018j5qex6iDOZ2PUfCyDC5cfeaf/s624/2.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="298" data-original-width="624" height="306" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjUYgn7oTFl9wloJw58hKESGnF8qqYIeeGc2BKqJ1x-yB3MDk5EPVdn0coU41L75zcORBNJc84jsyy89FvmmZu_H0475IMKlPE5iHvFn8iudJSusSKERvSCXcUuW1bZNKF04mhDM9YyIA91gm1gIeRTLHhQE018j5qex6iDOZ2PUfCyDC5cfeaf/w640-h306/2.png" width="640" /></a></div><p></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><i><span style="line-height: 150%;"><span style="font-family: georgia;">A video offers a sneak peek of the store’s unique Christmas
decorations. The copy invites viewers to “Stop by the store to grab these
beautiful holiday decorations before they are all gone.” The goal, and it’s a
good one, is to set the store up as “Your Holiday Gifts Headquarters,” and not
just a craft store.</span></span></i><i style="text-align: justify;"><span style="font-family: georgia; text-align: left;"> </span></i></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: georgia;">The
interesting thing is that neither one of the Ben Franklin Crafts & Frame
Shop stores sells from their website. And that’s okay. Instead, the sites encourage
you to visit the store, or call for more information about products shown.</span><span style="font-family: georgia;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;">A
good website brings the complete physical experience to shoppers digitally. Not
every retailer sells online, that’s a choice you need to make for yourself.
There is plenty of information online about SEO and the backend of a reliable
website, but this article is all about the visual and what it takes to blend
in-store and online to deliver a truly phygital experience. Let’s dig in:</span><a name="_Hlk120544659" style="text-align: justify;"><b><span style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"> </span></o:p></span></b></a></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-family: georgia; font-size: medium;"><span style="mso-bookmark: _Hlk120544659;"><b style="mso-bidi-font-weight: normal;"><span style="line-height: 150%;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">1. </span></span></b></span><span style="line-height: 150%;">Your website is today’s business card and every
business should have one. It is not enough to have a Facebook page because not
every consumer is on Facebook. There are dozens of website builders like Wix,
GoDaddy Website Builder, and Squarespace that provide templates to help you create
a professional website fast.<o:p></o:p></span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"> </span></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><span style="font-family: georgia; font-size: medium;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEii2e9qzSLNS9u4nNNF0haHMKXwOtDDmeuHrKQnr9rgNjXh6AWARbCzR7zCTo8fPtZjXQr1OhRa5sdUanCAWXFoLfK6Hz5_7d92S8C2_zhC1b56vMNlXAEv3s4dxwag1E-8ev4fUdDhZz8aGTw2bHerBFey3VwyR5ZsBgVuZ42xfKi83ZR9LbiA/s624/3.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="439" data-original-width="624" height="450" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEii2e9qzSLNS9u4nNNF0haHMKXwOtDDmeuHrKQnr9rgNjXh6AWARbCzR7zCTo8fPtZjXQr1OhRa5sdUanCAWXFoLfK6Hz5_7d92S8C2_zhC1b56vMNlXAEv3s4dxwag1E-8ev4fUdDhZz8aGTw2bHerBFey3VwyR5ZsBgVuZ42xfKi83ZR9LbiA/w640-h450/3.png" width="640" /></a></span></div><p></p><p align="center" class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: center;"><span style="font-family: georgia;"><i>Hen & Chicks Studio has a
moving banner with four different panels that tells visitors more about the
store. One of those panels is of the store exterior. It’s important to remind customers
what your store looks like because it makes it easier to find when they decide
to visit. It also strengthens the physical connection.</i></span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: left;"><span style="font-size: medium;"><b style="font-family: georgia; text-align: justify;"><span style="line-height: 150%;">2. </span></b><span style="font-family: georgia; line-height: 150%; text-align: justify;">Your
website will never be perfect. It’s a live entity whose job is to tell a story,
projecting a continuously changing and evolving image of your store. You change
your sales floor frequently so the shopper experience is new each time they
visit, the same goes for your website. On the sales floor this frequent change
happens on your speed bump displays and within your lakefront property. Online,
key changes include fresh photos of store displays, calendars, project sheets,
and product offerings.</span><span style="font-family: georgia; text-align: justify;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="font-family: georgia;"><b style="mso-bidi-font-weight: normal;"><span style="line-height: 150%;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">3.</span></span></b><span style="line-height: 150%;"><span style="mso-tab-count: 1;"> </span>Navigation
buttons should be easy to find and easy for visitors to hover over. No one
likes a touchy website: you put the cursor on a tab and it goes away, so you
try again and again. Sites like that just send visitors to your competitors.</span></span><span style="font-family: georgia;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="line-height: 150%;"><span style="font-family: georgia;">Make your contact info easy-to-find at the top of
the page and include your telephone number. The number one complaint our focus
groups have about websites is having to hunt for the phone number, or worse
having to google it because it’s not on the website at all. Add a search bar, standard
contact form, social media icons, and even a link to your location in Google Maps.</span></span><span style="font-family: georgia;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="line-height: 150%;"><span style="font-family: georgia;">We’re starting to see more websites adapting to <a href="https://www.w3.org/WAI/standards-guidelines/wcag/" target="_blank">WCAG</a>
(Web Content Accessibility Guidelines) and <a href="https://www.ada.gov/" target="_blank">ADA</a> (Americans with Disabilities
Act) compliance. Companies like UserWay.org make websites accessible for
everyone by adding a widget that enables visitors to click to make text larger,
add contrast, change fonts and text spacing, highlight links and more.</span></span><span style="font-family: georgia;"> </span></span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"></span></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><span style="font-family: georgia; font-size: medium;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhs7v_QL5c1lbMDId0_rKOTOEDfvQ5FTAdRHiLrc_epZVyBDlyHupmf5stW16KD_EcdjhW1rhvgynO_wS2EPlbhqAj4-SgkZgwEpEx4Y-_V4jnLvkrKg8VF05L4X-2-o2B-aAelNDAFlqK7Ioiv7jBCzEwUqFKkWQD2jWSH6KFqtpgirm4YwZsB/s1430/4.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="925" data-original-width="1430" height="414" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhs7v_QL5c1lbMDId0_rKOTOEDfvQ5FTAdRHiLrc_epZVyBDlyHupmf5stW16KD_EcdjhW1rhvgynO_wS2EPlbhqAj4-SgkZgwEpEx4Y-_V4jnLvkrKg8VF05L4X-2-o2B-aAelNDAFlqK7Ioiv7jBCzEwUqFKkWQD2jWSH6KFqtpgirm4YwZsB/w640-h414/4.jpg" width="640" /></a></span></div><p></p><p align="center" class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: center;"><span style="line-height: 150%;"><span style="font-family: georgia;"><i>This mock-up is an example of the front page of a
phygital website. You almost feel like you are in the store. Note the search
box, and phone number at the top. The navigation bar is clean and the fonts are
easy on the eyes. When you click on the photo you are taken to a landing page
that provides more information about the product. This is a visual example that
works whether you sell online or not.<span style="font-size: medium;"><o:p></o:p></span></i></span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><b style="font-family: georgia;"><span style="line-height: 150%;">4. </span></b><span style="font-family: georgia; line-height: 150%;">Work your
landing pages. A landing page is any page that visitors “land” on after clicking
anything on a website. Customers online can also be sent to landing pages through
a link on email, social media, or ads. Their purpose is to encourage visitors
to take action, like shop online, sign-up for classes or email blasts, download
lists or project sheets, even watch a video.</span></span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZXaBpuBxyf-b9xGoNbVG7OHcJYfEd5_LvDMZ72028R5HfvzARGAcZ3MdeFPnmdlowO9tYk-TYEe5_7c8S8gIPugfJxNrb9K_4NJxrHUKZIgOQunkAKVkNnUw1d04p3aiCxPC6wBYEPIs3yii3wVBH2aFaxAOqMCFe8vk-V-5S7T7MSc6rra2V/s1430/5.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="925" data-original-width="1430" height="414" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZXaBpuBxyf-b9xGoNbVG7OHcJYfEd5_LvDMZ72028R5HfvzARGAcZ3MdeFPnmdlowO9tYk-TYEe5_7c8S8gIPugfJxNrb9K_4NJxrHUKZIgOQunkAKVkNnUw1d04p3aiCxPC6wBYEPIs3yii3wVBH2aFaxAOqMCFe8vk-V-5S7T7MSc6rra2V/w640-h414/5.jpg" width="640" /></a></div><p></p><p align="center" class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: center;"><span style="line-height: 150%;"><span style="font-family: georgia;"><i>This is the landing page a visitor
would “land” on after clicking “Browse Our Christmas Shop” on the website’s
home page (previous photo). Here, the visitor makes another choice, clicking to
learn more about Creative Crafting, Beautiful Décor, or Thoughtful Gifting. On
each of these pages the visitor is either encouraged to shop online, review project sheets, or learn more about the products that are available in-store.</i></span></span></p><p align="center" class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: center;"><span style="font-family: georgia; font-size: large; text-align: justify;"> </span></p>
<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8rZjXQQLAbryLhCEIcy8n35fswTAirU3ybNN5dHTIuBFd0rqia0gdHNQ6kHulewo5XJ90BGoyDXhhug_q8jhJbWc84ywsG7eNTkDzpQM3RPUcxutHuhogudifAPFTo-Z60KMb7cTdYFwwL6rS61mv9lR4e9s03gVuf70PvCdeoguNddXZB4aO/s1430/6.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="925" data-original-width="1430" height="414" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8rZjXQQLAbryLhCEIcy8n35fswTAirU3ybNN5dHTIuBFd0rqia0gdHNQ6kHulewo5XJ90BGoyDXhhug_q8jhJbWc84ywsG7eNTkDzpQM3RPUcxutHuhogudifAPFTo-Z60KMb7cTdYFwwL6rS61mv9lR4e9s03gVuf70PvCdeoguNddXZB4aO/w640-h414/6.jpg" width="640" /></a></div><p align="center" class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: center;"><span style="line-height: 150%;"><span style="font-family: georgia;"><i>This is a lead capture landing
page; the object is to get visitors to fill out the form. Here, the call to
action is to encourage visitors to share their email address and telephone
number. This builds a database that will later allow the retailer to engage
customers on a more personal basis.<span style="font-size: medium;"><o:p></o:p></span></i></span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="line-height: 150%;"><o:p><span style="font-family: georgia;"> </span></o:p></span><b style="font-family: georgia;"><span style="line-height: 150%;">5. </span></b><span style="font-family: georgia; line-height: 150%;">Place essential
information “above the fold.” Back in the heyday of newspapers, the term “above
the fold” was used to describe content that appeared on the top half of the
front page of a newspaper, making those stories the most visible.</span><span style="font-family: georgia;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="line-height: 150%;"><span style="font-family: georgia;">Above the fold is also important on web pages. You
want visitors to see what’s most important, and not have to scroll down to find
it. Not every visitor will scroll so big news can be easily missed.</span></span><span style="font-family: georgia;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="font-family: georgia;"><b style="mso-bidi-font-weight: normal;"><span style="line-height: 150%;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">6. </span></span></b><span style="line-height: 150%;">Choose a
friendly design, style, and typeface. Just like the 10 second first impression
shoppers make when they enter your store, this happens online too. In fact,
recent studies found people take only five seconds to form an opinion of a
website, and 94% of that judgement is design related.</span></span><span style="font-family: georgia;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="line-height: 150%;"><span style="font-family: georgia;">According to Adobe, different typefaces communicate
different values and meanings. When deciding what’s best for your website, you
want to choose fonts that are easy-to-read, legible, and web safe. A web safe
font works across all browsers and devices – this is critical in communicating
your brand message. The good news is that your website builder will recommend
which fonts are best for your type of business.</span></span><span style="font-family: georgia;"> </span></span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-family: georgia; font-size: large;"><br /></span></p>
<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiL3KWUVW1WMjxr91-lZkmo7lEggDVHOuKqfuQp6hfgAldaXAk--ks01xHhofczSDEP6sZu3rHTQ7w-mDrNM50NyDUKPzGX68e2JWzdo_7Nv1hcP7KNful4nZ6OHmbFJNiv7LfgRzpD4T1MBDqu4oIkUcD3StmpkKnKzmmvN8iU3YGk8-EKAD51/s896/7.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="739" data-original-width="896" height="528" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiL3KWUVW1WMjxr91-lZkmo7lEggDVHOuKqfuQp6hfgAldaXAk--ks01xHhofczSDEP6sZu3rHTQ7w-mDrNM50NyDUKPzGX68e2JWzdo_7Nv1hcP7KNful4nZ6OHmbFJNiv7LfgRzpD4T1MBDqu4oIkUcD3StmpkKnKzmmvN8iU3YGk8-EKAD51/w640-h528/7.png" width="640" /></a></div><p align="center" class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: center;"><span style="font-family: georgia;"><i>The fonts used on the Ben Franklin Crafts &
Frame Shop website are clean and legible. Ideally, two different fonts are
plenty, but some web builders say it’s okay to use up to three but you should stop
there.</i></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><b style="font-family: georgia;"><span style="line-height: 150%;">7. </span></b><span style="font-family: georgia; line-height: 150%;">Consider the
voice of the consumer. When writing copy for your website think about what’s
important to them. Is it an item’s seasonality or its features or benefits?
Ease of use? Who it’s geared for? Think of what a consumer needs to know about
a product or service and write your copy accordingly.</span><span style="font-family: georgia;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="line-height: 150%;"><span style="font-family: georgia;">Long paragraphs are fine when necessary but remember that large blocks of copy can be kryptonite to
younger generations. Include bullet points and highlight important words and
phrases where you can.</span></span><span style="font-family: georgia;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="font-family: georgia;"><b style="mso-bidi-font-weight: normal;"><span style="line-height: 150%;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">8. </span></span></b><span style="line-height: 150%;">Make it
interactive. Remember, your website should be an extension of your store. Make
it a place to go for ideas and visual inspiration. Add a store tour video that
shows customers what they can expect when they visit, plus how-to videos. Include
product checklists, project sheets, and share customer creations. Remember that
younger generations were raised playing on websites like Webkinz and
Build-A-Bear, where they would spend hours if mom and dad let them. If your
website is a static online brochure even Baby Boomers won’t click around it
very long.</span></span><span style="font-family: georgia;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="font-family: georgia;"><b style="mso-bidi-font-weight: normal;"><span style="line-height: 150%;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">9. </span></span></b><span style="line-height: 150%;">Add a Frequently
Asked Questions (FAQ) page. We will never forget the man in a focus group who
said he hated calling businesses because he knows he will be put on hold,
transferred, or given incorrect information. Detailed FAQ pages can answer
customer questions correctly and save you time.</span></span><span style="font-family: georgia;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-family: georgia; font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="line-height: 150%;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">10.</span></span></b><span style="line-height: 150%;"><span style="mso-tab-count: 1;"> </span>The “About
Us” page is where you get to shine. This is where you tell the story of who you
are, why you opened your business, and everything else that you want customers
to know. Write it in your own voice, answering the questions your customers
most what to know: Who, what, where, when, why, plus the how of what got you to
where you are today. And include photos!</span><span style="line-height: 150%;"><o:p></o:p></span></span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-family: georgia; font-size: medium;"><span style="line-height: 150%;"><br /></span></span></p>
<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEizuSoBIhBz4KkZc3OBloL2C5M4wY3dGgIXbZNSc_nVgLQyTYjKziXUsxDyIzqtpxGtOFyBiyEyxarJEPxqNIvODi3shbvzJF21wTXil6g1pThGzOdtfaO_bVfCnmoqYiQ-1o7KP9Vc0ic6Zwd1amHzD5ad5QtmgLciEiKiUp9wb3KC-7V8l3ga/s478/8.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="478" data-original-width="436" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEizuSoBIhBz4KkZc3OBloL2C5M4wY3dGgIXbZNSc_nVgLQyTYjKziXUsxDyIzqtpxGtOFyBiyEyxarJEPxqNIvODi3shbvzJF21wTXil6g1pThGzOdtfaO_bVfCnmoqYiQ-1o7KP9Vc0ic6Zwd1amHzD5ad5QtmgLciEiKiUp9wb3KC-7V8l3ga/w584-h640/8.png" width="584" /></a></div><p align="center" class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: center;"><span style="font-family: georgia;"><i>We love <a href="https://www.paintourpot.com/" target="_blank">On the Pot’s</a> About Us page
because it tells the story of the Cates sisters and how a love of creating took
them from their intended careers to owning a successful paint your own pottery
studio. Their brand is very phygital: What you see online is what you get in-studio.</i></span><span style="font-family: georgia; text-align: left;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-family: georgia; font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="line-height: 150%;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">11. </span></span></b><span style="line-height: 150%;">Use
Fresh, quality content and update it as necessary. This means having a planning
calendar listing content changes and the dates they need to happen. The May
calendar doesn’t do anybody any good on June 5<sup>th</sup>.</span></span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: center;"><span style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"></span></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><span style="font-family: georgia; font-size: medium;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhuexjX81Lh8FHdL_Dqb3tX9CSmPVspj22igZtxSYNnmCfxnBKaGmFr-uwnshwCUgpEK_oyyjItvQKGLYFM9M0Ui5S07xGr9pPaYOtUMQV6DyIehSYM--xBEFGGbMo7WAvW1dVLu1cl3O4Y8Eth1G2hp_QsMC08q4FBSJYSVBWw31pUVVAqDHNs/s991/9.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="917" data-original-width="991" height="592" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhuexjX81Lh8FHdL_Dqb3tX9CSmPVspj22igZtxSYNnmCfxnBKaGmFr-uwnshwCUgpEK_oyyjItvQKGLYFM9M0Ui5S07xGr9pPaYOtUMQV6DyIehSYM--xBEFGGbMo7WAvW1dVLu1cl3O4Y8Eth1G2hp_QsMC08q4FBSJYSVBWw31pUVVAqDHNs/w640-h592/9.png" width="640" /></a></span></div><p></p><p align="center" class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: center;"><span style="font-family: georgia;"><i>Ben Franklin Crafts & Frame Shop’s class
calendars are available as shown, also as an actual calendar, and by list, month,
or day.</i></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="line-height: 150%;"><o:p><span style="font-family: georgia;"> 12. </span></o:p></span><span style="font-family: georgia; line-height: 150%;">Check your
website on a smartphone, tablet, laptop, and a desktop computer to ensure it
looks as intended on each one. Having a mobile-friendly site is critical as Google
favors mobile sites in search results that come from mobile searches. In other
words, if your website is not mobile-friendly – described as a website that is designed
to work the exact same way across all types of devices – it will drop lower in
Google ranking. Give <a href="https://search.google.com/test/mobile-friendly" target="_blank">Google's Mobile-Friendly Test</a> a try </span><span style="font-family: georgia; line-height: 150%;">to see if your site passes.</span></span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="font-family: georgia; text-align: left;">Once
your website is ready to go there is one more thing to do: Print out the front
page, landing pages, and other key pages. Now, take a black marker and cross
out your store’s name everywhere it appears. Based on the photos and copy is it
obvious the website belongs to your store? Is there a phygital tie-in that
connects your brick and mortar location to your clicks and mortar store?</span><span style="font-family: georgia; text-align: left;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;">Jayna
Gedney wants you to be able to smell her store’s website. How are you doing
with yours?<o:p></o:p></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"> </span></o:p></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"> </span></o:p></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"> </span></o:p></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"> </span></o:p></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"> </span></o:p></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"> </span></o:p></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"> </span></o:p></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"> </span></o:p></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"> </span></o:p></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"> </span></o:p></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"> </span></o:p></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"> </span></o:p></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"> </span></o:p></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"> </span></o:p></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"> </span></o:p></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"> </span></o:p></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"> </span></o:p></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><o:p><span style="font-family: georgia; font-size: medium;"> </span></o:p></p>
<p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><o:p><span style="font-family: georgia; font-size: medium;"> </span><span style="font-family: georgia; font-size: x-small;">Craftique Graphic Design by <a href="https://www.karen-lang.com/" target="_blank">Karen Lang</a></span></o:p></p>
<p align="center" class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: georgia; font-size: x-small;">Copyright <a href="http://www.klizerandbender.com" target="_blank">KIZER & BENDER</a> All Rights Reserved | <a href="http://www.retailadventuresblog.com" target="_blank">Retail Adventures Blog</a></span></p>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-45966646856558472312023-06-19T18:16:00.013-05:002023-06-20T09:29:39.039-05:00Have you visited Macy's State Street Chicago? Because you should!<p style="text-align: center;"><span style="font-size: medium;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg97GNH8H9sWcDUy303wHeP2c2MfuHNbZw9TQUEV9PC9LnYxXf9Z9hxBO_DzDe7rVjwVkf2-IsLyqvah-oaugeLtA825cw-RhaX13Zs9B0_OxViSssVcMSDjakrL-bmzjTDb7qHJh7eS6-ED3t95xUpkxa2MzwisLWmm2-3hWPk5-Gz1P0p9JAI/s4032/11.jpg" style="font-size: large; margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="4032" data-original-width="3024" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg97GNH8H9sWcDUy303wHeP2c2MfuHNbZw9TQUEV9PC9LnYxXf9Z9hxBO_DzDe7rVjwVkf2-IsLyqvah-oaugeLtA825cw-RhaX13Zs9B0_OxViSssVcMSDjakrL-bmzjTDb7qHJh7eS6-ED3t95xUpkxa2MzwisLWmm2-3hWPk5-Gz1P0p9JAI/w480-h640/11.jpg" width="480" /></a></div><span><br /><div class="separator" style="clear: both; text-align: left;"><p class="MsoNormal"><span style="font-family: georgia; font-size: medium;">This is Georganne, reporting from Chicago. </span></p>
<p class="MsoNormal"><span style="font-family: georgia; font-size: medium;">After an amazing first day of leading "The Next Wave of
Loyalty Track" at the <a href="https://retailinnovationconference.com/" target="_blank">Retail Innovation Conference & Expo</a> I was
excited to take <a href="https://www.linkedin.com/in/ian-scott-0534694?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3BpU4SoyBFRy2nIqs6ewTVGQ%3D%3D" target="_blank">Ian Scott</a> and <a href="https://www.linkedin.com/in/jack-stratten-9314113b?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3BrTgGEN8yT6CPlhiU7wtMDA%3D%3D" target="_blank">Jack Stratten</a>, two of our favorite retail wizards
from the U.K., on an exploration trip to Marshall Field & Company's
flagship store on Chicago's State Street - now Macy's - was a must. </span></p>
<p class="MsoNormal"><span style="font-family: georgia; font-size: medium;">I began my retail career at T.A. Chapman's, a four store,
indie-owned department store chain located in and around Milwaukee, Wisconsin.
Chapman's flagship store on Milwaukee's Wisconsin Avenue was a show-stopper and
it was a privilege to work there. </span></p>
<p class="MsoNormal"><span style="font-family: georgia; font-size: medium;">I still love a good department store, and Macy's State
Street is one of the best. I love that the top floor not only houses the
world-famous Walnut Room, but also a Marshall Field's mini history museum and
The Archive, a spacious area filled with historical store treasures.</span></p><p class="MsoNormal"><span style="font-family: georgia; font-size: medium;">This trip
we saw window and display props from decades of the store's annual Flower
Show, a Norman Rockwell display featuring Field's famous clock, glass cases of
merchandise sold over the decades, a memorial to Field's employees who were
lost in WWI, and the paneling from Marshall Field's Board Room. This paneling
was built in the U.K. in 1609 and brought and reassembled in Field's in the
1800s. Fun fact: the paneling ultimately ended up in the office of the VP of Visual
Merchandising, which I say well deserved! </span></p>
<p class="MsoNormal"><span style="font-family: georgia; font-size: medium;">We also found our way into deserted rooms of display props,
and Lord knows what else. Which of course we were obligated to check out... </span></p>
<p class="MsoNormal"><span style="font-family: georgia; font-size: medium;">I can get lost in this store. The overall merchandising was
typically Macy's, although a lot tidier than what we have found lately in the
branch stores, but it's Marshall Field's history that makes it a special place.
Special is what I feel in old department stores. In their day - and I am
talking as recently as the 70s and 80s - department stores were amazing places,
some still are. I feel sad for the generations of retailers who never got to
experience working in one of these Grande Dames, and for shoppers who never had
the chance to visit.</span></p></div></span><p class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: 0in; text-align: center;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6jC8ml3YSvcmvrT8LZdB-KuZ64EcLYGi1Ht8H2hnYhuK3D5A04MpdQT2ciE2nUlW1H2y6bZs1zglgexNy90oaDfuy-tefN132C8psYrSfN3s4kXctmRTvH-JcoMOMG_BFln69J28_1qPwjQz6D9HTyLrcRzb8yyAEHEOzWQ1i8RvovZJ9ItI5/s2048/1.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6jC8ml3YSvcmvrT8LZdB-KuZ64EcLYGi1Ht8H2hnYhuK3D5A04MpdQT2ciE2nUlW1H2y6bZs1zglgexNy90oaDfuy-tefN132C8psYrSfN3s4kXctmRTvH-JcoMOMG_BFln69J28_1qPwjQz6D9HTyLrcRzb8yyAEHEOzWQ1i8RvovZJ9ItI5/w480-h640/1.jpg" width="480" /></a></div><p class="MsoNormal"><span style="font-family: georgia; font-size: medium;">This photo was taken in the fabulous Walnut Room. If you
have never had the chance to eat here put it on your list the next time you
visit Chicago.</span><span style="font-family: georgia; font-size: large;"> </span></p><p class="MsoNormal"><span style="font-family: georgia; font-size: medium;">The Walnut Room still serves Mrs. Sarah Hering's pot pie
recipe. And it's good! In 1890, Mrs. Hering, an associate in the millinery
department, overheard shoppers talking about lunch and offered them the
homemade chicken potpie she had brought for her lunch that day. She set a beautiful
table and served her pot pie. The ladies so enjoyed their luncheon they
convinced Mrs. Hering to do it again the next day, promising to bring friends
with them to visit her and try on the latest in chapeaus.</span><span style="font-family: georgia; font-size: large;"> </span></p><p class="MsoNormal">
</p><p class="MsoNormal"><span style="font-family: georgia; font-size: medium;">Soon after, Marshall Field's opened its first restaurant.
Brilliant!<o:p></o:p></span></p><br /><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZMzubwo8FPya4Hie9K0AnXCIcuRAUAZaDouJcIJMB8wAVs1xk6nszCNXCKNjcsuz9KFZ2Y_3hC20d_85-NxU8gSdAC5FvIcTewksHdsGqfwbYh9kQNhSCEuui9GVvlbqWGP7qHVfjFR4dA4ZcpgOJC8XLHNVz8Uu6JFJprZtp8kOFn-uEhYUI/s2048/2.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZMzubwo8FPya4Hie9K0AnXCIcuRAUAZaDouJcIJMB8wAVs1xk6nszCNXCKNjcsuz9KFZ2Y_3hC20d_85-NxU8gSdAC5FvIcTewksHdsGqfwbYh9kQNhSCEuui9GVvlbqWGP7qHVfjFR4dA4ZcpgOJC8XLHNVz8Uu6JFJprZtp8kOFn-uEhYUI/w480-h640/2.jpg" width="480" /></a></div><p class="MsoNormal"><span style="font-family: georgia; font-size: medium;">The Great American Flag made its debut at Marshall Field's in
1916. It is 5000 square feet of pure wool and weighs 500 pounds. It was
replicated in 2003, adding a curved bottom that replicates a flag waving in the
wind.<o:p></o:p></span></p><br /><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhsKICSHPprPYEHndOUSNC5rKHFvgpCxhtBPkzGaE9khUE4xYZlk5t3HsH8W-UHemCM-FqHfxNcG9KunDOItcyE60jnmizhh9BQaQtTNcHlZtrRXY9VpyOvralAfaFEjzKCDZpD04CWla4YtbEw_MM_dNx3d7Wwx68kZ1WfmhsfiVWP8KiyiGws/s2048/3.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhsKICSHPprPYEHndOUSNC5rKHFvgpCxhtBPkzGaE9khUE4xYZlk5t3HsH8W-UHemCM-FqHfxNcG9KunDOItcyE60jnmizhh9BQaQtTNcHlZtrRXY9VpyOvralAfaFEjzKCDZpD04CWla4YtbEw_MM_dNx3d7Wwx68kZ1WfmhsfiVWP8KiyiGws/w480-h640/3.jpg" width="480" /></a></div><p class="MsoNormal"><span style="font-family: georgia; font-size: medium;"><span style="color: #050505;">I love how Macy's honors the Marshall Field &. Co legacy.
Mr. Field was known for saying, "Give the lady what she wants!" Add
the book <a href="https://www.amazon.com/Give-Lady-What-She-Wants/dp/0897080203" target="_blank">Give
the Lady What She Wants: The Story of Marshall Field & Company</a> to
your reading list.</span></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhn9NhWILKtK4KBXODP0DP05GX4W9Mhswpl9uf8CCCzrq3yTmdeVUBNS4XzvUxN4Ym43tn_K6cFh077aWYGuNiOuuDR-x_DC6OF8wBMc2eMCF5iqLBCvP5E3lZBDe6R5Fc4JKZLtxffHGGnj3vgHUMMUcDoISwhoZSRhyvmZykzRrSKK8S_tVFa/s2048/4.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhn9NhWILKtK4KBXODP0DP05GX4W9Mhswpl9uf8CCCzrq3yTmdeVUBNS4XzvUxN4Ym43tn_K6cFh077aWYGuNiOuuDR-x_DC6OF8wBMc2eMCF5iqLBCvP5E3lZBDe6R5Fc4JKZLtxffHGGnj3vgHUMMUcDoISwhoZSRhyvmZykzRrSKK8S_tVFa/w480-h640/4.jpg" width="480" /></a></div><div style="text-align: center;"><br /></div><div style="text-align: left;"><p class="MsoNormal"><span style="font-family: georgia; font-size: medium;">This visit The Archive featured window and display props
from past Flower Shows, some going back decades.</span><o:p></o:p></p></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg5MiLvxymf6Z8nC6m0o0CawAcqJySFzMx4NzQRB6PQKVq7wmwDK9JvHsl0EORK2nOpV7yFJHgptQ-FIbuLwmLjcClD469aE4C-vnjtbX2u9s97h6NCpxQOWQgR6f2Bfj9NDwvnLOdSAJt5DgpIycFT5QOTKy1P46cIhng5Y4u2ZW6QyDGXLEri/s2048/5.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg5MiLvxymf6Z8nC6m0o0CawAcqJySFzMx4NzQRB6PQKVq7wmwDK9JvHsl0EORK2nOpV7yFJHgptQ-FIbuLwmLjcClD469aE4C-vnjtbX2u9s97h6NCpxQOWQgR6f2Bfj9NDwvnLOdSAJt5DgpIycFT5QOTKy1P46cIhng5Y4u2ZW6QyDGXLEri/w480-h640/5.jpg" width="480" /></a></div><div><br /></div><span style="background-color: white; color: #050505;"><div style="text-align: left;"><span style="font-family: georgia; font-size: medium;">The Flower Show was stated by Marshall Field & Company in 1946.</span></div><div style="text-align: left;"><span style="font-family: georgia; font-size: medium;"><br /></span></div></span><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhlLhqN0S8aejzDMsWvMVCvABaH3Xkfmk5HFSRRt5EnFGG3hSfm98rWcjbOuHK9SUK2JDGf-nlHae2rQvHXmotc3TTI5JVgqWo2TuYi6MREz9GwvRyXe3vHhhlMkN4K5QaSwAR4-khikk26dDyrRyCEFupAngtDK2cdMos_9LSr6MumASMiWi3V/s2048/6.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhlLhqN0S8aejzDMsWvMVCvABaH3Xkfmk5HFSRRt5EnFGG3hSfm98rWcjbOuHK9SUK2JDGf-nlHae2rQvHXmotc3TTI5JVgqWo2TuYi6MREz9GwvRyXe3vHhhlMkN4K5QaSwAR4-khikk26dDyrRyCEFupAngtDK2cdMos_9LSr6MumASMiWi3V/w480-h640/6.jpg" width="480" /></a></div><div><span style="color: #050505; font-family: "Georgia",serif; font-size: 14pt; mso-ansi-language: EN-US; mso-bidi-font-family: "Segoe UI Historic"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US; mso-font-kerning: 0pt; mso-ligatures: none;"><br /></span></div><div style="text-align: left;"><span style="color: #050505;"><span style="font-family: georgia; font-size: medium;">This exquisite paneling was once part of Marshall
Field's Board Room. It was built in the U.K. in 1609 and brought and
reassembled in Field's State Street in the 1800s. Fun fact: Part of the paneling ultimately ended up
in the office of the VP of Visual Merchandising.</span></span></div><div><span style="color: #050505;"><span style="font-family: georgia; font-size: medium;"><br /></span></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhSFm9UtZ5ZdeHBpvLauiZPnPs9zZmOYERa8lJpEAUd98zF9wHpAEma0f6gwml2o4x30-7nE33AWV0keD6T51PhjEbJIlxKO87nZZm-PbMIHq-HtHUf4hIjm7YcVuciR-53DR91Y22kQWc_vXAa8CkH-X6LyCupVNGTb9CY552zKMI--aDk0RCo/s2048/7.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhSFm9UtZ5ZdeHBpvLauiZPnPs9zZmOYERa8lJpEAUd98zF9wHpAEma0f6gwml2o4x30-7nE33AWV0keD6T51PhjEbJIlxKO87nZZm-PbMIHq-HtHUf4hIjm7YcVuciR-53DR91Y22kQWc_vXAa8CkH-X6LyCupVNGTb9CY552zKMI--aDk0RCo/w480-h640/7.jpg" width="480" /></a></div><div><br /></div><span style="background-color: white; color: #050505;"><div style="text-align: left;"><span style="font-family: georgia; font-size: medium;">More from The Archive. These items were sold at Field's in its early decades.</span></div><div style="text-align: left;"><span style="font-family: georgia; font-size: medium;">The fixtures are original to the store, too.</span></div><div style="text-align: center;"><span style="font-family: georgia; font-size: large;"><br /></span></div></span><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhWeTdBZCz6x8jrJpLi_5SbCj1opSwOQHwE8_8wLkxwg2inNr2_v0Iil8son5bsDJpPQ0fGdF3rjn-oChtXr5IqJn5-EWA5TertBBjLFyw6DdLzVZN9lpdGIfUVA9lw5R-iUv66WANwgshIDsY9s7uNWk-11kp3Swta8PzHTN90SirFa63ExNXb/s2048/8.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhWeTdBZCz6x8jrJpLi_5SbCj1opSwOQHwE8_8wLkxwg2inNr2_v0Iil8son5bsDJpPQ0fGdF3rjn-oChtXr5IqJn5-EWA5TertBBjLFyw6DdLzVZN9lpdGIfUVA9lw5R-iUv66WANwgshIDsY9s7uNWk-11kp3Swta8PzHTN90SirFa63ExNXb/w480-h640/8.jpg" width="480" /></a></div><div><br /></div><div style="text-align: left;"><p class="MsoNormal"><span style="font-family: georgia; font-size: medium;">Norman Rockwell's tribute to Marshall Field's famous clock,
a Chicago landmark that can be found outside the store. A favorite saying of
Chicagoans' was (is) "Meet me under the clock at Marshall Field's!"</span><o:p></o:p></p></div><br /><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiIV292SYM8fLgjDQetHtjyVb0Z2PGfeIogJ28Mq1GhHHRBhWtogtKGH8joGeyB2mfIw0AFsOU6eRkndoeOaYzSlzWnseqiBK8dWs1Kc-KtqcjUoL3sMviXgP95mP_lBGGvicyW267LFd0RV_NyR2MwtDKRQdiNs1l3US5sXkJ7VIsvwWws5fy3/s2048/9.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiIV292SYM8fLgjDQetHtjyVb0Z2PGfeIogJ28Mq1GhHHRBhWtogtKGH8joGeyB2mfIw0AFsOU6eRkndoeOaYzSlzWnseqiBK8dWs1Kc-KtqcjUoL3sMviXgP95mP_lBGGvicyW267LFd0RV_NyR2MwtDKRQdiNs1l3US5sXkJ7VIsvwWws5fy3/w480-h640/9.jpg" width="480" /></a></div><div><span style="font-family: georgia; font-size: large;"><br /></span></div><div><span style="font-family: georgia; font-size: medium;">The incredible Tiffany Dome at Field's was unveiled in 1907.
It was personally supervised by Mr. Tiffany himself. The 6,000 square feet of
mosaic was hand created by 50 artisans, most of whom were women.</span></div><div style="text-align: left;"><p class="MsoNormal"><o:p></o:p></p></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGpDgES3s_1r6gO1PdXV8NzBCl3db8iGiERwlQgTis5-yY5KA_0nSok0eCOwOS34CjRyXrhr88hVQfdq10eFYe7_4ngHlRrzRE034mcrWRQLIK8WENwAuXwniFHxddEYCGamLbUAwDlq5vHYZtBGNR6jCYNo6T_yEKu6jHrfNZHCPaIlH8HCZP/s2048/10.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGpDgES3s_1r6gO1PdXV8NzBCl3db8iGiERwlQgTis5-yY5KA_0nSok0eCOwOS34CjRyXrhr88hVQfdq10eFYe7_4ngHlRrzRE034mcrWRQLIK8WENwAuXwniFHxddEYCGamLbUAwDlq5vHYZtBGNR6jCYNo6T_yEKu6jHrfNZHCPaIlH8HCZP/w480-h640/10.jpg" width="480" /></a></div><br /><div style="text-align: left;"><span style="font-family: georgia; font-size: medium;">The fountain on the first floor is another popular meeting spot. It was originally set to be built around 1900 but it never happened. When an architectural research firm found the original plans the fountain was finally built in 1992, in time for the retailer's centennial.</span></div><div><span style="font-family: georgia; font-size: medium;"><br /></span></div><div><span style="font-family: georgia; font-size: medium;">Afterward visiting retailers along State Street , we had a fabulous dinner at <a href="https://www.harrycarays.com/harry-carays-italian-steakhouse-river-north.html" target="_blank">Harry Caray's Italian Steakhouse</a>. Harry is another Chicago legend - HOLY COW! And that handsome man pictured with Ian, Jack and me? That's my husband, Rob.</span></div><div><span style="font-family: georgia; font-size: medium;"><br /></span></div><div><span style="font-family: georgia; font-size: medium;"><br /></span></div><div style="text-align: center;"><span style="font-family: georgia; font-size: x-small;">COPYRIGHT <a href="http://www.kizerandbender.com" target="_blank">KIZER & BENDER</a> 2023 | <a href="http://www.retailadventuresblog.com" target="_blank">RETAIL ADVENTURES BLOG</a></span></div><div><span style="font-family: georgia; font-size: medium;"><br /></span></div><div><br /></div><div><br /></div><br /><p></p>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-91651121956991843972023-05-22T13:55:00.003-05:002023-05-23T10:12:19.971-05:005 Hot Display Strategies to Try in Your Store!<p> </p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDBkzF5FXjdnj8JrxP-8Jggn-oqsE1WZzhRbwXfhHgCkAYCqZKjTP-Q4kvnqqeiLkrGL99vVMs4Q14ZKP0WcVLebLTSdnyTUNJIP9ueBkamuzgGt0C2cjhM2YbHYm1iAWz-S7M0nKbx-NRqom0_QeWzDGSv0WmoL5Nwpov-OsBR5uVpDIY7g/s461/KIZER%20&%20BENDER%20--%202.jpg.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="404" data-original-width="461" height="560" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDBkzF5FXjdnj8JrxP-8Jggn-oqsE1WZzhRbwXfhHgCkAYCqZKjTP-Q4kvnqqeiLkrGL99vVMs4Q14ZKP0WcVLebLTSdnyTUNJIP9ueBkamuzgGt0C2cjhM2YbHYm1iAWz-S7M0nKbx-NRqom0_QeWzDGSv0WmoL5Nwpov-OsBR5uVpDIY7g/w640-h560/KIZER%20&%20BENDER%20--%202.jpg.png" width="640" /></a></div><br /><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;"><span><span>How
a product is displayed has a direct influence on the customer’s path to
purchase. When a display is nicely done you’ll sell more product, and when it’s
not even the best product can sit gathering dust. Fortunately, there are plenty
of strategies, tactics, tips and techniques to help you encourage shoppers to
come closer and interact with the merchandise. Here are five hot display
strategies you can put to work right now:</span></span><span> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;"><span><b><span>1. Create windows
that stop traffic.</span></b></span><span> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;"><span><span>It’s
a fact that pre-occupied shoppers will spend approximately eight seconds
looking at store windows as they pass by. Your job as a visual merchandiser is
to expand that time frame. Think about the product you want to feature, your
desired message, props you will need, signing to add, lighting, etc. As you
create your display, step outside and check it frequently from different
angles. Is the display easy to take in from all directions?</span></span><span> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span><span style="font-family: georgia; font-size: medium;">Let’s
start with what not to do.</span></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: Georgia, serif; font-size: large;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-9gT5D9gr46ItH1HG0QmjqO10KlXagLBoQHnFYQ6slgkVNXpu8j1U2a02zJ1PWXk-cT8tIUb56Zz1Ggp9RCyx_8vDwt3GraLw4yaK-hjp2xDx2n0nc-UA67UPop9gWRkgn5GvILVcaPgFy5Ha5Mba9HcCPRL9nB33_S4a3nKcYKSlgtrT3Q/s824/KIZER%20&%20BENDER%20--%201.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="824" data-original-width="618" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-9gT5D9gr46ItH1HG0QmjqO10KlXagLBoQHnFYQ6slgkVNXpu8j1U2a02zJ1PWXk-cT8tIUb56Zz1Ggp9RCyx_8vDwt3GraLw4yaK-hjp2xDx2n0nc-UA67UPop9gWRkgn5GvILVcaPgFy5Ha5Mba9HcCPRL9nB33_S4a3nKcYKSlgtrT3Q/w480-h640/KIZER%20&%20BENDER%20--%201.jpg" width="480" /></a></div><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;">This type of display assumes that shoppers will place themselves at the center of the window
and pause to take it all in. Some shoppers will do that, but the majority will
take a quick glance around and keep walking. There is no clear focal point and no
clear theme. The foam core board props fill space but don’t add much to the
display.</span><o:p></o:p></p><p></p><p class="MsoNoSpacing" style="line-height: 150%;">
</p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiytt0tX0FlbwaCjKoAiYuSfPI20C9aRaOh30SjIlEon2yfMcgR6pQOdqVF3fymKMEVHKK4m_D-jlNBt9WyKZlyDDbfhz-44aiDFYlff5oQMMbvWEwkhm_7AKpvOIdrYxl_HIsO1xvjrjHamfHQK0Wk2OV5qBzhK44aPF-6Nn0X-WJi6kYHww/s461/KIZER%20&%20BENDER%20--%202.jpg.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="404" data-original-width="461" height="560" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiytt0tX0FlbwaCjKoAiYuSfPI20C9aRaOh30SjIlEon2yfMcgR6pQOdqVF3fymKMEVHKK4m_D-jlNBt9WyKZlyDDbfhz-44aiDFYlff5oQMMbvWEwkhm_7AKpvOIdrYxl_HIsO1xvjrjHamfHQK0Wk2OV5qBzhK44aPF-6Nn0X-WJi6kYHww/w640-h560/KIZER%20&%20BENDER%20--%202.jpg.png" width="640" /></a></div><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;"><span>Mango,
a Spanish clothing design and manufacturing company founded in Barcelona, Spain,
now has locations all over the world. In NYC, this window display uses two
techniques to stop traffic: Bold color and the Power of 3. We are attracted to
the color red, that’s why it’s frequently used in product packaging. Here, red
catches the eye and then becomes a backdrop to the fashions.</span><span> </span></span></p><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span><span style="font-family: georgia; font-size: medium;">Note
the cluster of three mannequins. This technique works because our brains are
hardwired to seek things that are asymmetrical. Displays that feature products
grouped in odd numbers – especially threes – cause our eyes to move about the
display. We see more and potentially buy more.</span></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdY5ICx3Mz01YxbsxRV2NmvXWBTQo7gV13KZawBTmSnqkWMHp9phrqOB5CYPsTtE4CRIzTO_0WW4pgRgRYmR0rdUpiJLD_kbs4i8ubSjvoVQitqvTjq6kDsLe9ofcEARAjKg-Z6oOsA2cnjjBJaDaQ9T91g-PaXapBehuCMuhZldYM_m0o4w/s521/KIZER%20&%20BENDER%20--%203.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="390" data-original-width="521" height="480" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdY5ICx3Mz01YxbsxRV2NmvXWBTQo7gV13KZawBTmSnqkWMHp9phrqOB5CYPsTtE4CRIzTO_0WW4pgRgRYmR0rdUpiJLD_kbs4i8ubSjvoVQitqvTjq6kDsLe9ofcEARAjKg-Z6oOsA2cnjjBJaDaQ9T91g-PaXapBehuCMuhZldYM_m0o4w/w640-h480/KIZER%20&%20BENDER%20--%203.png" width="640" /></a></div><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;"><span>This
window by creative-minded Anthropologie works a prop heavy holiday theme. The shades
of green are pleasing to the eye and are subtle enough to allow the clothing on
the mannequin to stand out. We love the partying penguins! Did you notice the
tree made of fish? Anthropologie displays always add an element of fun.</span><span> </span></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjQtC8qcWnkHeNbR9ZW7ufuguHzwa1ZHapJXUVvCWzrm6OVsRNtL5aT4qwoLuSHAba_9crii3BUemHZEdMSEXOrnYRg19JddoMgh7wDeHuBjpIuXmY1TM0jkHEsgbBfXx0QIEjbTalfIYr9087wD9hEZf_ocRAkzfSNsx4C5dE-tZOnNOHHDQ/s736/KIZER%20&%20BENDER%20--%204.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="736" data-original-width="552" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjQtC8qcWnkHeNbR9ZW7ufuguHzwa1ZHapJXUVvCWzrm6OVsRNtL5aT4qwoLuSHAba_9crii3BUemHZEdMSEXOrnYRg19JddoMgh7wDeHuBjpIuXmY1TM0jkHEsgbBfXx0QIEjbTalfIYr9087wD9hEZf_ocRAkzfSNsx4C5dE-tZOnNOHHDQ/w480-h640/KIZER%20&%20BENDER%20--%204.jpg" width="480" /></a></div><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;">Iconic
brand J.Crew carries the plaid theme on the walls of the window onto the sales
floor. Other than connecting the window display to the store interior, the
plaid hides the back of the window and prevents shoppers from taking the
display apart for a closer look.</span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglmaCwNB0iSE6f7TWUq8KScu63eJRekjxzCsEl1ZwamqwjDIQb868hZXlWwSp_X_PeOLovYbUf6SYgc0MCilLuVOUeVtjyC8LlhO_GvTYX8Mw0VMc3__628NeJuw--KhM-mYWj8g6SQFb2cCnjmg9dc6rWSYJqhGaOSd9y-3lcrTb5Mf6yQA/s792/KIZER%20&%20BENDER%20--%205.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="792" data-original-width="594" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglmaCwNB0iSE6f7TWUq8KScu63eJRekjxzCsEl1ZwamqwjDIQb868hZXlWwSp_X_PeOLovYbUf6SYgc0MCilLuVOUeVtjyC8LlhO_GvTYX8Mw0VMc3__628NeJuw--KhM-mYWj8g6SQFb2cCnjmg9dc6rWSYJqhGaOSd9y-3lcrTb5Mf6yQA/w480-h640/KIZER%20&%20BENDER%20--%205.jpg" width="480" /></a></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: georgia;">Uniqlo is a global brand with over 1000
stores worldwide. Realizing that selfies are here to stay, the retailer created
a greenery wall outside of its SoHo NYC store. The window wall invites
passers-by to play, putting the store on the potential customer’s radar and their social media feeds.</span></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;"><b><span><span>2. Choose creative props</span></span></b><span><b> and merchandising</b> </span></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;"><span><span>You
know that dresser you picked up on the curb, cleaned up, and repurposed as a
display fixture? You were upcycling, practicing one of today’s hottest trends.</span></span><span> </span></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;"><span><span>Upcycling
is all about taking something that is no longer in use and giving it another
life and a new purpose. Banana Republic did some brand upcycling in 2021 when
it went back to its origins with its Imagined Worlds campaign that “reflects
Banana Republic as it was originally conceived – a fictitious territory –
far-away and unknown place that is part of explorers’ folklore and adventurers’
lore.” Props and fixturing carry out the theme in-store.</span></span><span> </span></span></p><p class="MsoNoSpacing" style="line-height: 150%;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEguxVipXyfaqPuPagoh8LlKKViKRRb1KUL-j4j46kyKpjBuKXeGf52niTxFaxmuVNC5PJMjRYt90P5-_k3wtEL2_jHE8X6MkEU9knFlG0yMNoZr9E5bDPAjMatCTCkKiJFPj5M445OB30SVMRY8Y4gW33jP2ew1JIbSa7XYOYklEB-KgsGEHA/s1030/KIZER%20&%20BENDER%20--%206.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1030" data-original-width="773" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEguxVipXyfaqPuPagoh8LlKKViKRRb1KUL-j4j46kyKpjBuKXeGf52niTxFaxmuVNC5PJMjRYt90P5-_k3wtEL2_jHE8X6MkEU9knFlG0yMNoZr9E5bDPAjMatCTCkKiJFPj5M445OB30SVMRY8Y4gW33jP2ew1JIbSa7XYOYklEB-KgsGEHA/w480-h640/KIZER%20&%20BENDER%20--%206.jpg" width="480" /></a></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span><span style="font-family: georgia; font-size: medium;">Banana
Republic utilizes a primitive wood table that’s populated with suitcases,
wooden trays, glass boxes, books, and geodes to highlight its jewelry
selection. Commitment to its origin story is visible all over the store, even
down to its bags and tissue paper, both of which feature a map of the afore
mentioned fictitious territory.</span><span style="font-family: Georgia, serif;"><o:p></o:p></span></span></p><p class="MsoNoSpacing" style="line-height: 150%;">
<span style="font-family: "Georgia",serif;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg0jpNXXPNHLvjSva2r7FTajjpHlNa0dMaeAbF5QNL_bEqi5uAIFeUYRBizpABY65WWY18XoIxZMVa7Ltyb4VCMu36enYTNGdyit1dxNwWWtVdeQ8dAJEvAajDDHG_3MIHRc5FjcEjORclNu_kJECgPva2c-UFL4jRtuJ8AAA8sBG5RbGW6HQ/s865/KIZER%20&%20BENDER%20--%207.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="865" data-original-width="649" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg0jpNXXPNHLvjSva2r7FTajjpHlNa0dMaeAbF5QNL_bEqi5uAIFeUYRBizpABY65WWY18XoIxZMVa7Ltyb4VCMu36enYTNGdyit1dxNwWWtVdeQ8dAJEvAajDDHG_3MIHRc5FjcEjORclNu_kJECgPva2c-UFL4jRtuJ8AAA8sBG5RbGW6HQ/w480-h640/KIZER%20&%20BENDER%20--%207.jpg" width="480" /></a></div><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;">An
old steamer trunk that’s been gutted and repurposed as a fixture is the
centerpiece of the children’s department. We can think of so many uses for a
trunk like this on a sales floor. We bet you can, too. </span></p><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgbiFF07kYB6F4ue52AF5tY6lTJoojP41nAMQQdJQLs5BG0TQw0-zJIU8IUm1LCjF4Q3VMlj_jiQrWxOO-PTr3YUwvhRHzbaGpYwHWTMM2iKI2LiAf-56cN0IPpJ0C0I6WZklHwe2BYRztFjFTilabUUIjZ5hysIbWpnr0IT_zLqHcqNnF3YQ/s772/KIZER%20&%20BENDER%20--%208.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="772" data-original-width="579" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgbiFF07kYB6F4ue52AF5tY6lTJoojP41nAMQQdJQLs5BG0TQw0-zJIU8IUm1LCjF4Q3VMlj_jiQrWxOO-PTr3YUwvhRHzbaGpYwHWTMM2iKI2LiAf-56cN0IPpJ0C0I6WZklHwe2BYRztFjFTilabUUIjZ5hysIbWpnr0IT_zLqHcqNnF3YQ/w480-h640/KIZER%20&%20BENDER%20--%208.jpg" width="480" /></a></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;"><span>Take
a close look at the Strand Books sign. “18 Miles of Books” isn’t a boast, its 96
year old New York City flagship store contains more than 2.5 million new and
used titles. This location, part of the Bowery Bay Shops, a 15,000 square foot
retail space in the newly remodeled LaGuardia Airport, is a stunner. Note that
most of the books on the wall are displayed “spine out”, with enough cover
presented “faceout” to keep it interesting.</span><span> </span></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span><span style="font-family: georgia; font-size: medium;">Typically,
we find the top shelves in stores to be an unplanned tangle of overstocked
merchandise, but not here. Giving a nod to the Strand’s flagship store’s high-ceilinged
rooms, these upcycled books finish the wall. They subliminally let shoppers
know that the important product can be found below so there’s no reason to look
up.</span></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;"><b>3. Slow shoppers
down with speed bump displays</b> </span></p><p class="MsoNoSpacing" style="line-height: 150%;">
</p><p class="MsoNormal" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;">Located
approximately 10’ inside the front door, speed bump displays build an instant
first impression. Their job is the same as their cousins in the parking lot: to
slow you down. Speed bumps create the perception of what shoppers can expect
while perusing your sales floor, so use them to feature new arrivals,
cross-merchandise with related items, and to tell product stories. Remember to
change them weekly and zhuzh them daily.</span><span style="font-family: Georgia, serif;"><o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%;">
<span style="font-family: "Georgia",serif;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjW2GtV51Cz0OboDzkRRGjgu2W4Z29wqOpuGp7OEL_RAXw2hIOoCe0bU1xa2jTt_a8uxWgt-IrvM4Pz1H1T-rsUGoHmjKPrClw4TWmoL2iE25ZCmAilXg3NB8v00phZqSZCb_h8dtfFRSVw8_IdYw--McTUC9KnAcIQU4lUhlKxTJ1Jd4RlrQ/s1023/KIZER%20&%20BENDER%20--%2010.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1023" data-original-width="767" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjW2GtV51Cz0OboDzkRRGjgu2W4Z29wqOpuGp7OEL_RAXw2hIOoCe0bU1xa2jTt_a8uxWgt-IrvM4Pz1H1T-rsUGoHmjKPrClw4TWmoL2iE25ZCmAilXg3NB8v00phZqSZCb_h8dtfFRSVw8_IdYw--McTUC9KnAcIQU4lUhlKxTJ1Jd4RlrQ/w480-h640/KIZER%20&%20BENDER%20--%2010.jpg" width="480" /></a></div><div><br /></div><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;"><span>This
9’ speed bump table at Uniqlo works because the store front is wide, but in
most boutique size retail stores it would become a barrier, cutting off easy
access to the rest of the store. Always consider the scale of your speed bump
displays, choosing a fixture that fits your unique footprint. You need enough
space for customers to comfortably shop each side of the display.</span><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKD6pdLxxAgLGhReFmcn040gPmVWrgUd3DeTpofYk9qSnbxobwpgB6sFcZS_JOLY6O0aHUBb6pwjjmC2RTu3BngPejuvpMP1DCqwGGaRWh7CKtV42eS97G51Tfk0T2iuKnwAXuDLiM4YZy_X3eEqVVtYzdtVIQpw-0J-wSjPmeBAPbQIhK2g/s1056/KIZER%20&%20BENDER%20--%2011.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1056" data-original-width="792" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKD6pdLxxAgLGhReFmcn040gPmVWrgUd3DeTpofYk9qSnbxobwpgB6sFcZS_JOLY6O0aHUBb6pwjjmC2RTu3BngPejuvpMP1DCqwGGaRWh7CKtV42eS97G51Tfk0T2iuKnwAXuDLiM4YZy_X3eEqVVtYzdtVIQpw-0J-wSjPmeBAPbQIhK2g/w480-h640/KIZER%20&%20BENDER%20--%2011.jpg" width="480" /></a></div><div><br /></div><div><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;">The
DEAN, a fashion-forward men’s emporium located in the Bowery Bay Shops, offers a
classic example of cross-merchandising. Everything you need to build a casual outfit
is available on this display. The faux stone on the two-tiered table adds
interest, as does the sign that invites shoppers to join the Hugo Boss
Experience, the brand’s loyalty club.</span></p></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgha_-3zMfpcSfeaBbseOAfhF1aSO0gH6fucm9RCAQTc2WkQ2nmjwFb-kCVVq6lY4lu5eJyoW0ntn_c3nHoIqN_bpc-zkiGUotzl1BUXWt8XSKB3AkCnp67G3WZbAN5BuwcelYZjbhdTbvvJGco13LI4TvJMEFsYIznbJUMMm4Ex0lEsuealA/s869/KIZER%20&%20BENDER%20--%2012.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="869" data-original-width="652" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgha_-3zMfpcSfeaBbseOAfhF1aSO0gH6fucm9RCAQTc2WkQ2nmjwFb-kCVVq6lY4lu5eJyoW0ntn_c3nHoIqN_bpc-zkiGUotzl1BUXWt8XSKB3AkCnp67G3WZbAN5BuwcelYZjbhdTbvvJGco13LI4TvJMEFsYIznbJUMMm4Ex0lEsuealA/w480-h640/KIZER%20&%20BENDER%20--%2012.jpg" width="480" /></a></div><div><br /></div><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;"><span>Stacking
tables are the most versatile speed bump display fixtures. This Jet Set Candy
display at the Bowery Bay Shops shows the tables in use as a set, but they can also
be separated to form two, three or even four different displays.</span><o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;"><b>4. Increase your
add-on sales with cross-merchandising</b> </span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;"><span>Cross-merchandising
is your best friend, and an easy way to increase your average sale. How? By
displaying complementary items next to each other. If you are buying scrapbook
paper you might also need glue sticks, and if those glue sticks are hanging on
the paper rack on a clip-strip, you have a better change of encouraging an
impulse sale.</span><span> </span></span></p><p class="MsoNoSpacing" style="line-height: 150%;">
</p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;">Cross-merchandising
also includes the use of Merchandise Outposts: Placing a complete display of
product from one department in another. Bundling products together at one price
also helps unload overstocks and slow-moving items.</span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhc0oul3CfOl2M1tumzmaK4dt7avwNm5Ubl98s5RYxxQsnJGXT8E1Tb4oFAk5u622TTTT9JadoceImkH3rjOLuSOD27a2Q5agmoBWIHWp1YB-x6JjsxJRmWMsNy_RDigsGuA-Mso3qpop82CO3c6skb15EEed2UhwrdgYJl5RW5qDa8AmThuw/s1120/KIZER%20&%20BENDER%20--%2013.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1120" data-original-width="840" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhc0oul3CfOl2M1tumzmaK4dt7avwNm5Ubl98s5RYxxQsnJGXT8E1Tb4oFAk5u622TTTT9JadoceImkH3rjOLuSOD27a2Q5agmoBWIHWp1YB-x6JjsxJRmWMsNy_RDigsGuA-Mso3qpop82CO3c6skb15EEed2UhwrdgYJl5RW5qDa8AmThuw/w480-h640/KIZER%20&%20BENDER%20--%2013.jpg" width="480" /></a></div><div><br /></div><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;">We
watched as almost every customer who entered ABC Carpet & Home, a fixture
in NYC since 1897, stopped to shop this display. Color plays a significant role
here: Which color place setting will you choose? Cross-merchandising candles in
colors that complement the dishes adds to the allure of the display. It’s an
organized treasure hunt.</span><span style="font-family: Georgia, serif;"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgi9Msc0EfkHT6onfPdDCuhJPZk8xlapfIRgxPfuXoqztTZiOtRrthziPLX3bDX-xpQhJDXZmRYR1kWN8Z6LH6XFZF2wd1_FYzMM1VbgVuEkxFkJsdD8AqibFWclG785wZGRHj36jJ4apmhdpj5-DR2BTWEHcuUr0jOQkyYet3gEd4_vDKmHA/s1083/KIZER%20&%20BENDER%20--%2014.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1083" data-original-width="812" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgi9Msc0EfkHT6onfPdDCuhJPZk8xlapfIRgxPfuXoqztTZiOtRrthziPLX3bDX-xpQhJDXZmRYR1kWN8Z6LH6XFZF2wd1_FYzMM1VbgVuEkxFkJsdD8AqibFWclG785wZGRHj36jJ4apmhdpj5-DR2BTWEHcuUr0jOQkyYet3gEd4_vDKmHA/w480-h640/KIZER%20&%20BENDER%20--%2014.jpg" width="480" /></a></div><div><br /></div><div><p class="MsoNoSpacing" style="line-height: 150%;"><span><span style="font-family: georgia; font-size: medium;">The
sign on this table reads, “It took 25 years to bake these cookies” before it
goes on to tell the story of Eleni’s New York. This display at the Bowery Bay
Shops doesn’t stop at cookies. There is a nice mix of candies, cookies, and
snacks to choose from so why not grab a few? The “Buy Local New York” sign is important
to the product. Even in your store customers need to be reminded that you are
part of their local community.</span></span></p></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirgcGaVIGd2WdmOPBwb0NBtcockdhBiE5papOVT1e80S6qq4R1_5NGLgCZZC3N40_MuMSK43_4kATWR01a_dOWDreKF1JqQN-mXVVhZWUqciLxejl0VjHmjJz1LIsY2ih4HiQUkRWPF4TYVRK-JdpLuiMibkrsasRfn16TPkWOQNtfvLg9Qw/s1071/KIZER%20&%20BENDER%20--%2015.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1071" data-original-width="803" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirgcGaVIGd2WdmOPBwb0NBtcockdhBiE5papOVT1e80S6qq4R1_5NGLgCZZC3N40_MuMSK43_4kATWR01a_dOWDreKF1JqQN-mXVVhZWUqciLxejl0VjHmjJz1LIsY2ih4HiQUkRWPF4TYVRK-JdpLuiMibkrsasRfn16TPkWOQNtfvLg9Qw/w480-h640/KIZER%20&%20BENDER%20--%2015.jpg" width="480" /></a></div><div><br /></div><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;"><span><span>Madewell
is a brand that’s famous for unique designs, upcycling, and inclusivity. Its
stores, like this one in SoHo NYC, have a comfortable, easy feel, like the
store is glad to see you. Cross-merchandising happens all over but it’s so subtle
you don’t even realize it. This display cross-merchandises jeans, sweaters and jackets
all on the same rail. Coordinating accessories and plants on the shelf above
finish the look. The plants are a nice touch. Studies show that plants reduce
stress and increase productivity, plus they add a positive spin to your store’s
overall ambiance.</span></span><span> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;"><b><span><span>5. Rely on signing
to increase sales and brand visibility</span></span></b><span> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;"><span><span>A
study by FedEx Office found that 68% of American Consumers made a purchase
simply because a sign caught their eye. Here’s another statistic: 74% of all
purchase decisions are made in-store, so Signs really are silent salespeople.
Imagine what it could mean to your sales if you decided no display was finished
until the fixture was properly signed?</span></span><span> </span></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBScpLYTOcWf_92-zMyio8SOPNoGg8VZ6hDCYVL_XfhvF-jWzP1jM6G-Y_5ABxZLak8q-57KiRGaoFaSiBSS-Ee1mZjtiNGLYm0tSFvnQoqdftc7AUZMRS82ZHmx27rpcls-LfH1iMYfxwlvBbLRNA3DDqbekNHmv9ajtpVGsrm6BF1-FOmA/s871/KIZER%20&%20BENDER%20--%2016.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="871" data-original-width="653" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBScpLYTOcWf_92-zMyio8SOPNoGg8VZ6hDCYVL_XfhvF-jWzP1jM6G-Y_5ABxZLak8q-57KiRGaoFaSiBSS-Ee1mZjtiNGLYm0tSFvnQoqdftc7AUZMRS82ZHmx27rpcls-LfH1iMYfxwlvBbLRNA3DDqbekNHmv9ajtpVGsrm6BF1-FOmA/w480-h640/KIZER%20&%20BENDER%20--%2016.jpg" width="480" /></a></div><div><br /></div><p class="MsoNoSpacing" style="line-height: 150%;"><span><span style="font-family: georgia; font-size: medium;">The use of handwritten
signing work for Fishs Eddy, but it might not work for you. Handwritten signing
must be legible and made by the same person because their penmanship becomes part
of your brand identity.</span></span><span style="font-family: Georgia, serif;"> </span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjF2N4bB6XlhmDs_A-QGYOk-fyLbZQ9ZZXS2pkFbsNUQWTJedSvmW3Ua35_EL9_ZFbZ0nEcsdIwUKTRO21U00PJ0omtR6NOPqprdF20x0niFCEXyP6UOJDI3K1ZTL6nP_y4Gc49LzGEgpFTk2flg205UQ4rVkTCoePm_-CIYFSW0t9lxlCf9w/s752/KIZER%20&%20BENDER%20--%2017.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="564" data-original-width="752" height="480" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjF2N4bB6XlhmDs_A-QGYOk-fyLbZQ9ZZXS2pkFbsNUQWTJedSvmW3Ua35_EL9_ZFbZ0nEcsdIwUKTRO21U00PJ0omtR6NOPqprdF20x0niFCEXyP6UOJDI3K1ZTL6nP_y4Gc49LzGEgpFTk2flg205UQ4rVkTCoePm_-CIYFSW0t9lxlCf9w/w640-h480/KIZER%20&%20BENDER%20--%2017.jpg" width="640" /></a></div><div><br /></div><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;"><span><span>Small
space, small sign. This sign is only 3.5 X 2” – business card size – but it
delivers an important message. Table number stands, like the one on the photo,
can be found for under a dollar at restaurant supply houses.</span></span><span> </span></span></p><br /><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHrsNS-Djq_FyO4YPfEWpglmD1igJ6rIefyo844kyfm9avUn82e-T5i5JVgx9paRbIExapSOUm1KrWvqeCQJTUPv_aCB5ccl4Wpl0iVtWyV5j9AGUxmp9vvKaLW4BnwUjbK6LEAhbLfJnEoI1l_dhsCzyrBnYjUngtJLh_ilpYR3VEsRKaug/s983/KIZER%20&%20BENDER%20--%2019.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="983" data-original-width="737" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHrsNS-Djq_FyO4YPfEWpglmD1igJ6rIefyo844kyfm9avUn82e-T5i5JVgx9paRbIExapSOUm1KrWvqeCQJTUPv_aCB5ccl4Wpl0iVtWyV5j9AGUxmp9vvKaLW4BnwUjbK6LEAhbLfJnEoI1l_dhsCzyrBnYjUngtJLh_ilpYR3VEsRKaug/w480-h640/KIZER%20&%20BENDER%20--%2019.jpg" width="480" /></a></div><div><br /></div><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;"><span><span>The
header signing on the back wall at Kiehl’s Bowery Bay Shops makes it easier for
shoppers to locate specific products. The space this signing occupies is too
high for shoppers to reach, but it’s the perfect height to capture their
attention. Notice that the signs located on each shelf help shoppers choose the
proper product for their skin type.</span></span><span> </span></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_vB9dBkFuPYCWiVW5xfkq5s9dXMW9qPOHhW5mg7-xigaNioRYz7NJzpkDIToMu3RXSdmUbSgn7xfeps0PKJMCqehRXDF2ZwdYVmPogUB40jpw5hh9BMDQZaYtPCExGdJni6xjJ-vaHvhaOW6PQirkgTpfb25MriG6B8qpom1f3p15ArpKKA/s819/KIZER%20&%20BENDER%20--%2020.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="819" data-original-width="614" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_vB9dBkFuPYCWiVW5xfkq5s9dXMW9qPOHhW5mg7-xigaNioRYz7NJzpkDIToMu3RXSdmUbSgn7xfeps0PKJMCqehRXDF2ZwdYVmPogUB40jpw5hh9BMDQZaYtPCExGdJni6xjJ-vaHvhaOW6PQirkgTpfb25MriG6B8qpom1f3p15ArpKKA/w480-h640/KIZER%20&%20BENDER%20--%2020.jpg" width="480" /></a></div><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;"><span><span>Some
sections of the Bowery Bay Shops didn’t have dedicated associates, and
sometimes shoppers need more information before deciding to make a purchase.
This is where signing is especially helpful. Here the Sunday Citizen floor sign
provides ample room to talk about the product while offering a QR code
customers can snap to learn even more.</span></span><span> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span><span style="font-family: georgia; font-size: medium;">Well
thought out and signed displays allow you to express your creativity while
optimizing the square footage on your sales floor. Give these visual
merchandising tricks of the trade a try in your store and watch what happens!<o:p></o:p></span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span><span style="font-family: georgia; font-size: medium;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;"> </span></span></p>
<p align="center" class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: "Georgia",serif;"><span style="font-size: x-small;">© Rich Kizer & Georganne Bender 2023 | Retail Adventures Blog<o:p></o:p></span></span></p><p align="center" class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: Georgia, serif; font-size: x-small;">This article originally appeared in Creative Retail Magazine.</span></p><span style="font-size: medium;"> </span><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: Georgia, serif;"><span style="font-size: medium;"><br /> </span></span></p>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-48921846445770171452023-05-09T16:40:00.003-05:002023-05-09T16:40:41.356-05:00KIZER & BENDER's Retail Adventures Blog Comes in at Number 1 on Shopify's List of the 18 Retail Blogs Every Small Business Owner Should be Reading!<p> </p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiPU9wpnl-YcR6fwz84Up0s3FA-HBcIEK-B1NcMMvNJ4LsUvRmXQ-AGlRrTM2Jkb_4EgZHD6nXC0dseo-1eU2mTC9SnFMKHe3d0k5fhPKxcRYFGPkZKoElzdjMfLA-VEOmfC-cnlJdYzvlKl6-Rr43xTlaaPXcV1VbXUkTBOUw9lbCu_FBwsg/s700/KIZER%20&%20BENDER%20--%20Best%20Blog.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="442" data-original-width="700" height="404" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiPU9wpnl-YcR6fwz84Up0s3FA-HBcIEK-B1NcMMvNJ4LsUvRmXQ-AGlRrTM2Jkb_4EgZHD6nXC0dseo-1eU2mTC9SnFMKHe3d0k5fhPKxcRYFGPkZKoElzdjMfLA-VEOmfC-cnlJdYzvlKl6-Rr43xTlaaPXcV1VbXUkTBOUw9lbCu_FBwsg/w640-h404/KIZER%20&%20BENDER%20--%20Best%20Blog.png" width="640" /></a></div><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 16.0pt; line-height: 150%;">Back in 2005 we were looking for
ways to keep in touch with retailers in between trade shows, so when a group of
indie retailers asked us to start a blog we jumped at the chance and <a href="http://www.retailadventuresblog.com">KIZER
& BENDER’s Retail Adventures blog</a> was born.</span><span style="font-family: Georgia, serif; font-size: 16pt;"> </span></p><div class="separator" style="clear: both;">
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 16.0pt; line-height: 150%;">Over the years our <i>Retail
Adventures Blog</i> has been honored many time in the small business and retail categories, and
has been listed among blogs you shouldn’t miss. This time is even sweeter
because the acknowledgement comes from <a href="https://www.shopify.com/">Shopify</a>, a trusted and respected retail
industry supplier. Even better we came in at number one! Here’s what Shopify
had to say:</span><span style="font-family: Georgia, serif; font-size: 16pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><b><span style="font-family: "Georgia",serif; font-size: 16.0pt; line-height: 150%;">1. Kizer and Bender’s Retail
Adventures</span></b><span style="font-family: Georgia, serif; font-size: 16pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 16.0pt; line-height: 150%;">Featuring the latest and greatest
insights from Rich Kizer and Georganne Bender, this blog offers readers the
duo’s unique perspectives as speakers, authors, consumer anthropologists, and
consultants to some of the world’s biggest retailers. On their blog, you’ll
find tips on topics such as customer service, merchandising, and everything in
between that’s relevant to successfully running your retail store.</span><span style="font-family: Georgia, serif; font-size: 16pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 16.0pt; line-height: 150%;">This is our 33<sup>rd</sup> year
as <a href="http://www.kizerandbender.com">KIZER & BENDER</a>, and our 18<sup>th</sup> year writing our blog. Needless
to say, we’re pretty excited. Thank you, Shopify for recognizing our continued Retail
Adventures!<o:p></o:p></span></p></div><p><br /></p>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-12308741402546967612023-04-17T13:22:00.003-05:002023-04-17T13:49:14.810-05:00<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEih2TztoDfIIiskZ-tT5CuLtSdpRj-d404wVDXrF1QU8YbLCg9Y__qWRNRnfKxqWD0IaNqqASqVFkXy5k0L2iO0BI44sLaJ3uQlEQfzip94-cywcxHC8GyNJW7K32Vu6p28-T9hyM1wHISiU9ZLNvp548Bn2Pjdix_gqZdS-1f4agQO7nEOiA/s2048/KIZER%20&%20BENDER%20--%20Cheers.PNG" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1459" data-original-width="2048" height="456" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEih2TztoDfIIiskZ-tT5CuLtSdpRj-d404wVDXrF1QU8YbLCg9Y__qWRNRnfKxqWD0IaNqqASqVFkXy5k0L2iO0BI44sLaJ3uQlEQfzip94-cywcxHC8GyNJW7K32Vu6p28-T9hyM1wHISiU9ZLNvp548Bn2Pjdix_gqZdS-1f4agQO7nEOiA/w640-h456/KIZER%20&%20BENDER%20--%20Cheers.PNG" width="640" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div><p></p><p class="MsoNormal" style="line-height: 150%; text-align: justify;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Thirty-three years. Neither one of us thought
that the first time we walked onstage to present our very first <b>“Retail Adventures in the <i>REAL</i> World”</b> seminar in Boston,
Massachusetts that it actually would be the first of many. For that matter who
knew that “professional speaker” was a real job? (Rich did!) Back then neither one of us
could have imagined we’d end up here. But here we are.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; text-align: justify;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjeXXns69GTfrMaMXrXz6t3erAZ0xwmK4s3zTiiaVLSqd1Omb-j3BDTdydyzzPlIZ7bGBmiPFbb5NZxv7kCwDBGw3DghZ2_q7MI2qBqZsG-2JiqJGxu-jcfFZG7XiJQHTTiOrCNcAeQmFMfzCQgT05to9ZOre5IAmwxRq-J-cI5Rki5tWkJyA/s1016/KIZER%20&%20BENDER%20--%201990.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1016" data-original-width="960" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjeXXns69GTfrMaMXrXz6t3erAZ0xwmK4s3zTiiaVLSqd1Omb-j3BDTdydyzzPlIZ7bGBmiPFbb5NZxv7kCwDBGw3DghZ2_q7MI2qBqZsG-2JiqJGxu-jcfFZG7XiJQHTTiOrCNcAeQmFMfzCQgT05to9ZOre5IAmwxRq-J-cI5Rki5tWkJyA/w378-h400/KIZER%20&%20BENDER%20--%201990.jpg" width="378" /></a></div><div style="text-align: center;"><span style="font-family: georgia;">Our first presentation | Boston Convention Center April 17, 1990</span></div><p></p><p class="MsoNormal" style="line-height: 150%; text-align: justify;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Thirty-three years is a long time. Those
few times we’ve been brave enough to watch the video of our first presentation (we
paid a local guy with a video camera $400. Smart, huh?) we see two young people
we sort of still resemble. Georganne has some BIG 80s hair, BIG glasses and BIG
shoulder pads. Everything was big back then. And she’s wearing a red suit – the
first of many – that hangs at the back of her closet in hopes that one day
she’ll be able to button it once again. (2023 update: It fits!) And aside from the
beard that he grew around 1993, Rich looks pretty much the same. The man
doesn’t age. George swears that Rich has a portrait in his closet that gets
older while he stays the same.</span></span></p><p class="MsoNormal" style="line-height: 150%; text-align: justify;"></p><div class="separator" style="clear: both; font-family: Georgia, serif; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBiRAx_Pgv_TJNyCUDQ3d3aud0jpyyLn607zRK06_CaVPkhJ3CTu_Y51tA3Y1-i8rDN13poXNVzTqLbfoHXqmjbP7ZCClT1t85lcaNtwXv2NxZt88zrEVwtALtwttz46uh0wSu6XkEeN9kFBFs_CUfv7Nxxk1-_s1XZCSnYvs-GoVq30n6_Q/s960/KIZER%20&%20BENDER%20--%201993.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="712" data-original-width="960" height="296" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBiRAx_Pgv_TJNyCUDQ3d3aud0jpyyLn607zRK06_CaVPkhJ3CTu_Y51tA3Y1-i8rDN13poXNVzTqLbfoHXqmjbP7ZCClT1t85lcaNtwXv2NxZt88zrEVwtALtwttz46uh0wSu6XkEeN9kFBFs_CUfv7Nxxk1-_s1XZCSnYvs-GoVq30n6_Q/w400-h296/KIZER%20&%20BENDER%20--%201993.jpg" width="400" /></a></div><span style="font-family: georgia;"><div style="text-align: center;">Keynote presentation | New Orleans Convention Center 1993</div></span><p></p><p class="MsoNormal" style="line-height: 150%; text-align: justify;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">On our bulletin board hangs a clip from a Craftrends Magazine article entitled <b><i>“In Praise of a Partner”.</i></b> written by Linda Queen
and Wanda Zeagler in this very magazine. It reads: <i>“Many of you don’t have
partners. That’s fine if it works for you. You obviously are not among the ‘Shared
Brain People’ who inhabit this Earth. We are and we are very comfortable, each
of us, with our own portions of our brains.”</i> Some people who read that quote
don’t understand it, but we do, and that’s all that counts.</span></span></p><p class="MsoNormal" style="line-height: 150%; text-align: justify;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Partnership is a cool thing. Just in case
you didn’t know, but were curious, we are married. Happily. Just not to each
other. As of 2023, Rich and Diana have been married for 50 years, and Georganne and
Rob have been married for 44 years. George’s kids (and now grandkids) have
never known a world without Uncle Rich and Aunt Diana. George loves to talk
about the first time Uncle Rich took then five year old Kate, and three year
old John, to Toy’s ‘R Us, and told them they could have anything they wanted. Kids are smart: they went straight for the $2000 motorized cars. It took a lot of
convincing to redirect their attention to coloring books.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; text-align: justify;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">We’re polar opposites. Our offices have always been big rectangles that
look more like living rooms than offices. Rich’s workspace is always a creative
mess. George’s looks good as long as you don’t open her desk drawers. Rich is a
Type A personality who is always thinking of our next big move. George is a semi-Type A. She’s responsible for the details, figuring out how to make that
“next big thing” actually happen. Rich’s
brain never turns off. George flips hers
off like a light switch the second she stops working for the day. Rich prefers to focus
on one thing at a time; George is the queen of multi-tasking.</span></span></p><p class="MsoNormal" style="line-height: 150%; text-align: justify;"><span></span></p><div class="separator" style="clear: both; font-family: Georgia, serif; font-size: x-large; text-align: center;"><span><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiwsZBUMKPkBrehgcUw_LPhBqkJt7o09jpfPV_rQrABUM0ixmt52FRif2Jo0EOFDw-ijXUp-qGpGi_m6vjrPaFS5K7AXRFbObnd5e08346Qkayktw3NiLalzA4SLlERQBR8SeqKxu9tQb9r-k9aaZLbP6_JmnHQ5OSgySG8JA2V0GDS3EBLeA/s3264/KIZER%20&%20BENDER%20--%20Office.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2448" data-original-width="3264" height="480" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiwsZBUMKPkBrehgcUw_LPhBqkJt7o09jpfPV_rQrABUM0ixmt52FRif2Jo0EOFDw-ijXUp-qGpGi_m6vjrPaFS5K7AXRFbObnd5e08346Qkayktw3NiLalzA4SLlERQBR8SeqKxu9tQb9r-k9aaZLbP6_JmnHQ5OSgySG8JA2V0GDS3EBLeA/w640-h480/KIZER%20&%20BENDER%20--%20Office.jpg" width="640" /></a></span></div><p></p><p class="MsoNormal" style="line-height: 150%; text-align: justify;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">In that first presentation we thought of ourselves as retail pathologists because we studied the bones of dead companies
to see what went wrong. We learned a lot and shared a lot and tried to help
retailers avoid the same pitfalls. But studying dead and dying companies was
just too depressing so we took another path. When a reporter at the Las Vegas
Review Journal dubbed us <i>“Consumer Anthropologists”</i> we ran with it. Studying
shoppers is so much more fun!</span></span></p><p class="MsoNormal" style="line-height: 150%; text-align: justify;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">We’re grateful to everyone who continues to help us along our journey, and we are thankful to all the retailers who call us to
share their wonderful stories or seek our advice. We started our award-winning <a href="http://www.retailadventuresblog.com" target="_blank">RetailAdventures blog</a> in 2005 at the request of a group of retailers at the
MemoryTrends Expo in Las Vegas. Today, it is read by tens of thousands each month, from all over
the world!</span></span></p><p class="MsoNormal" style="line-height: 150%; text-align: justify;"><span style="font-family: "Georgia",serif;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiji3cXLKVEOxFNvMtoHlHiEmmGPIlE9wmOTFm-I-mMuTU3bXS1eZBIfsgKWTLRdSUTXvD5m-nvmi-bv5zkhrC7WY_YtwXYJK1aIo1WhnDFys1_uAkloOPWItHORFbkMlZqfyoyBFv2t0NYXXlmSpVPOqk-xJEsxI6fn3vOpuY9g25ffnssEw/s960/KIZER%20&%20BENDER%20--%202022.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="950" data-original-width="960" height="396" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiji3cXLKVEOxFNvMtoHlHiEmmGPIlE9wmOTFm-I-mMuTU3bXS1eZBIfsgKWTLRdSUTXvD5m-nvmi-bv5zkhrC7WY_YtwXYJK1aIo1WhnDFys1_uAkloOPWItHORFbkMlZqfyoyBFv2t0NYXXlmSpVPOqk-xJEsxI6fn3vOpuY9g25ffnssEw/w400-h396/KIZER%20&%20BENDER%20--%202022.jpg" width="400" /></a></div><p class="MsoNormal" style="line-height: 150%; text-align: justify;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Last month we were about three-quarters up on a tall escalator when it stopped suddenly. We realized in that single second everything could have changed. Things like that tend to make you stop, think, and re-evaluate. So, you want some business advice from a
couple of entrepreneurs who survived that escalator and have been around the block more than a few times? Here
goes:</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; text-align: justify;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Don’t think you can wait until tomorrow to
do whatever is important to you today. That opportunity will pass; your kids
will only be little once; your significant other deserves your attention, and
your dog needs to be walked. Your business is important, <i>but don’t let it be
everything.</i> Find what makes you happy. If you like teaching classes, teach
classes. If you like playing with displays on your sales floor, then go for it.
If you don’t like doing something you won’t do it well. Find someone else who
can do it for you.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; text-align: justify;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Take a look at where you are today and
where you’d like to be tomorrow. Ferris Bueller said, <i>“Life moves pretty
fast. If you don't stop and look around once in a while, you could miss it.”</i>
Sage advice no matter what anniversary you are celebrating.</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; text-align: justify;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">See you on the road, hopefully at your next
convention!</span></span><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; text-align: justify;"><b><span style="font-family: "Lucida Handwriting";"><span style="font-size: medium;">Georganne & Rich</span></span></b><span style="font-family: Georgia, serif; font-size: large;"> </span></p><p class="MsoNormal" style="line-height: 150%; text-align: justify;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;"> </span></span></p><p class="MsoNormal" style="line-height: 150%; text-align: justify;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;"> </span></span></p><p>
</p><p align="center" class="MsoNormal" style="line-height: 150%; text-align: center;"><span style="font-family: "Georgia",serif;"><span style="font-size: x-small;">© <a href="http://www.kizerandbender.com" target="_blank">KIZER & BENDER</a> ALL
RIGHTS RESERVED | <a href="http://www.retailadventuresblog.com" target="_blank">Retail Adventures Blog</a></span><span style="font-size: medium;"><o:p></o:p></span></span></p><p></p><p><br /></p><p><br /></p><p><br /></p><p><br /></p><p><br /></p><p><br /></p><br /><div class="separator" style="clear: both; text-align: center;"><br /></div><br /><div class="separator" style="clear: both; text-align: center;"><br /></div><br /><div class="separator" style="clear: both; text-align: center;"><br /></div><br /> <p></p>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-9077221753154583672023-03-27T09:42:00.001-05:002023-03-27T09:43:03.537-05:00Two Retail Exercises to Adopt RIGHT NOW!<p></p><p class="MsoNormal" style="line-height: 18pt; margin-bottom: 0in; text-align: center;"><b></b></p><div class="separator" style="clear: both; text-align: center;"><b><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgO_svZUF-B3S45M_lyv8xVgYFr-8G9MFVytcgLtgwi2iaEGhMBq6HCCZ2p9CfzP_s475rFgeo2MmMpO1GuWacdWTXjJPk-uL4VgiTpIa7AqwNv8zGdOqUjq-gwaz14Zf7cMQp3hHDDtMM2suB6NYMC8RcTppsR1049jtNj2fOveseFd68rCQ/s849/Thumbs%20up.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="565" data-original-width="849" height="426" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgO_svZUF-B3S45M_lyv8xVgYFr-8G9MFVytcgLtgwi2iaEGhMBq6HCCZ2p9CfzP_s475rFgeo2MmMpO1GuWacdWTXjJPk-uL4VgiTpIa7AqwNv8zGdOqUjq-gwaz14Zf7cMQp3hHDDtMM2suB6NYMC8RcTppsR1049jtNj2fOveseFd68rCQ/w640-h426/Thumbs%20up.jpg" width="640" /></a></b></div><b><br /><span style="color: black; font-family: "Georgia",serif; font-size: 16pt; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><br /></span></b><p></p><p class="MsoNormal" style="line-height: 18pt; margin-bottom: 0in; mso-margin-top-alt: auto;"><b><span style="font-family: Georgia, serif; font-size: 16pt;">KIZER & BENDER’s 360 Degree Pass-By exercise</span></b></p>
<p class="MsoNormal" style="line-height: 18pt; margin-bottom: 0in; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">To keep things in balance we recommend that you do our <b>360
Degree Pass-By</b> each morning before you unlock the doors for business.
This exercise <span style="letter-spacing: -0.05pt;">should take about five
minutes to complete. The first few times you won’t notice much, but the more
you do it the more things that need attention will pop out. Store owners and
managers should do a 360 Degree Pass-By each morning before unlocking the doors
for business; store associates </span><span style="letter-spacing: 0.25pt;">should
do this exercise </span>each<span style="letter-spacing: 0.35pt;"> day
at the beginning of their shift. Here’s how:</span></span><span style="font-family: Georgia, serif; letter-spacing: 0.35pt;"> </span></span></p>
<p class="MsoNormal" style="line-height: 18pt; margin-bottom: 0in; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; letter-spacing: 0.35pt; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">1. <span style="mso-spacerun: yes;"> </span>Begin
outside of your store. Does the store front require paint or repair? Is the
common area outside the store cluttered or in need of clean up? Can customers
easily see your window and exterior signing? Are your windows clean? Are the
window displays current, neat, and fully accessorized?</span><span style="font-family: Georgia, serif; letter-spacing: 0.35pt;"> </span></span></p>
<p class="MsoNormal" style="line-height: 18pt; margin-bottom: 0in; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; letter-spacing: 0.35pt; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">2. <span style="mso-spacerun: yes;"> </span>Access
the Decompression Zone: The Decompression Zone is the 5’ to 15’ just inside the
front door of the store, its job is to slow down rushed and distracted
customers so they can concentrate on shopping. Your Decompression Zone should
be uncluttered and inviting.</span><span style="font-family: Georgia, serif; letter-spacing: -0.05pt;"> </span></span></p>
<p class="MsoNormal" style="line-height: 18pt; margin-bottom: 0in; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; letter-spacing: -0.05pt; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">3.<span style="mso-spacerun: yes;"> </span>Walk
through each area of your store: This includes the checkout and service areas.
Make sure that each area is clean and neat and properly set to reflect the
caring professionalism of your store.</span><span style="font-family: Georgia, serif; letter-spacing: -0.05pt;"> </span></span></p>
<p class="MsoNormal" style="line-height: 18pt; margin-bottom: 0in; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; letter-spacing: -0.05pt; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">4.<span style="mso-spacerun: yes;"> </span>Walk
the aisles: Shoppers need to be able to move freely through your sales floor.
Is there product blocking the aisles? Can shoppers easily maneuver a cart,
walker, wheel chair, motorized scooter or stroller down the aisles? Can two
shoppers easily pass one another throughout the store?</span><span style="font-family: Georgia, serif; letter-spacing: -0.05pt;"> </span></span></p>
<p class="MsoNormal" style="line-height: 18pt; margin-bottom: 0in; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; letter-spacing: -0.05pt; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">5.<span style="mso-spacerun: yes;"> </span>Survey
your merchandise presentation: Are your displays fresh? Do they encourage
shoppers to stop and look, and entice them to buy? Are there open areas that
need attention?</span><span style="font-family: Georgia, serif; letter-spacing: -0.05pt;"> </span></span></p>
<p class="MsoNormal" style="line-height: 18pt; margin-bottom: 0in; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; letter-spacing: -0.05pt; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">6.<span style="mso-spacerun: yes;"> </span>Make
a quick pass though service areas and restrooms. Note anything that needs to be
taken care of before the store opens.</span><span style="font-family: Georgia, serif; letter-spacing: -0.05pt;"> </span></span></p>
<p class="MsoNormal" style="line-height: 18pt; margin-bottom: 0in; mso-margin-top-alt: auto;"><b><span style="color: black; font-family: "Georgia",serif; font-size: 16pt; letter-spacing: -0.05pt; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">KIZER & BENDER’s No-Fail Perception
Exercise</span></b><span style="color: black; font-family: "Georgia",serif; letter-spacing: -0.05pt; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";"> </span><span style="color: black; font-family: "Georgia",serif; font-size: 13.5pt; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></p>
<p class="MsoNormal" style="line-height: 18pt; margin-bottom: 0in; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; letter-spacing: -0.05pt; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">If you do the 360 Degree Pass-By each day,
you will soon become attuned to things that are out of place or need your
immediate attention. Once a quarter, dig deeper with our <b>No-Fail
Perception Exercise:</b> </span><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="line-height: 18pt; margin-bottom: 0in; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; letter-spacing: -0.05pt; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">1. Look at the same things that you
review during your daily 360 Degree Pass-By, but during this exercise, you will
spend more time observing each area. </span><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="line-height: 18pt; margin-bottom: 0in; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; letter-spacing: -0.05pt; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">2. Don’t fix, move or adjust
anything before you do this exercise. You want a clean vision of what the sales
floor really looks like on a typical day. Survey your store during regular
business hours, not before opening or after closing. </span><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="line-height: 18pt; margin-bottom: 0in; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; letter-spacing: -0.05pt; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">3. Dress in the same attire as a
typical customer. If it’s cold outside, put on a winter coat. If customers shop
with children, take a stroller and diaper bag with you. It’s also a good idea
to do this exercise while in a wheelchair or driving a motorized scooter. </span><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="line-height: 18pt; margin-bottom: 0in; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; letter-spacing: -0.05pt; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">4. Don’t just put on your coat
and walk out the door, hop in your car and drive down the street. Re-enter
your parking lot and drive by your store from all directions so you can see
what it looks like from different perspectives. </span><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="line-height: 18pt; margin-bottom: 0in; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; letter-spacing: -0.05pt; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">5. Carry a notepad and make a
list of things you need to do; you can prioritize your list later and make
changes as necessary. You might even want to ask an associate or a customer to
do the same exercise – you can compare notes later. </span><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="line-height: 18pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">6. Take a look around: Do your walls need a fresh coat
of paint? Does your choice of interior décor colors flatter your product? Do
you have large display props that take away from the ambiance of your store?<span style="letter-spacing: -0.05pt;"> </span></span><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="line-height: 18pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">7. Do your fixtures help sell product? Fixtures are
meant to disappear so the product can shine. Eliminate any fixtures that form a
barrier that limits a shopper’s view into or through the store. A good rule to
follow is to place lower fixtures towards the front of the store, and taller
fixtures towards the back. This gives shoppers a good line of sight throughout
the sales floor.<span style="letter-spacing: -0.05pt;"> </span></span><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="line-height: 18pt; margin-bottom: 0in; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; letter-spacing: -0.05pt; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">8. Take a look at your lighting.
Shoppers in their 60s we need three times the amount of light to see as well as
they did in their 20s. If you have Baby Boomer customers and your lighting is
bad there’s a good change they cannot see your merchandise clearly. Check for
burned out bulbs and areas that may require additional lighting.</span><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="line-height: 18pt; margin-bottom: 0in; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; letter-spacing: -0.05pt; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">9. Do displays need to be
restocked? Does product need to be fluffed? Does each display tell a story? And
most importantly, are they selling product? </span><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="line-height: 18pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">10. Check your checkout area to make sure it does the
following:</span><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="line-height: 18pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">@ Gives customers ample space to comfortably complete
their transaction.</span><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="line-height: 18pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">@ Has an interesting display behind it so customers
continue to think about product while waiting to check out.</span><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="line-height: 18pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">@ Policy signing should be inviting, polite and
positive. Remove any sign that screams “NO!” and replace it with a friendlier
worded sign.</span><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="line-height: 18pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">@ Place high margin, low priced impulse items at the
checkout to encourage add-on sales. Rotate this product weekly. </span><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="line-height: 18pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">11. Review your in-store signing so it positively
reflects the style and personality of your store. Can customers easily read
your signs? Are there old signs that need to be removed or handwritten signs
taped to fixtures that need to be redone and placed in sign holders?<span style="letter-spacing: -0.05pt;"> </span></span><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="line-height: 18pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Times New Roman";">12. After completing this exercise take photos of your
sales floor with your cellphone or camera. A camera sees what you miss; it has
no personal investment in what it sees; it only sees what is in front of it.
That’s why you sometimes look at your sales floor and think, “It doesn’t look
that bad!” until you take a photo. The camera doesn’t lie.</span><span style="color: black; font-family: "Georgia",serif; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="line-height: 18pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><span style="color: black; font-family: "Georgia",serif; font-size: medium; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><o:p> </o:p></span><span style="font-family: Georgia, serif; font-size: 13.5pt;"> </span></p>
<p class="MsoNormal" style="line-height: 18pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><span style="color: black; font-family: "Georgia",serif; font-size: 13.5pt; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><o:p> </o:p></span></p>
<p align="center" class="MsoNormal" style="line-height: 18pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: center;"><span style="color: black; font-family: "Georgia",serif; font-size: 10pt; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">COPYRIGHT <a href="https://www.blogger.com/blog/post/edit/18848223/7591760707267834771"><span style="color: blue;">KIZER & BENDER</span></a> | ALL RIGHTS RESERVED
| <a href="https://www.blogger.com/blog/post/edit/18848223/7591760707267834771"><span style="color: blue;">Retail Adventures Blog</span></a></span><span style="color: black; font-family: "Georgia",serif; font-size: 13.5pt; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></p><br /><p></p>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-30770147078849881902023-02-22T14:08:00.002-06:002023-02-22T14:08:42.426-06:00Retail Adventures Podcast with KIZER & BENDER & BAUM & SEA & SCOTT: February 2023<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://vimeo.com/800194250" imageanchor="1" style="margin-left: 1em; margin-right: 1em;" target="_blank"><img border="0" data-original-height="357" data-original-width="676" height="338" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiJ3xTxqktpCTaIxI8kb4xhqDrE0zSULGZ_NYvnFmwAKNidrDImnLNPPIUDHv3ESoA5zgRkPaTMBEA0QsM7O5ilzHSLdOBm5MYeXTXarEv6FfKyomaDKEeMKO4Y2XsZYEFsTuZ_qe5-hnnMp827RGqjptTnjmtfYIzWVtU7zz3e10yPQu3aOA/w640-h338/RA%20play%20button.png" width="640" /></a></div><p align="center" class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif;">Click <a href="https://vimeo.com/800194250" target="_blank">HERE</a> or on the photo above to watch
the video!</span><span style="font-family: Georgia, serif; text-align: left;"> </span></span></p><p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">In
this issue of the Retail Adventures Podcast the gang discusses NRF 2023,
Descendant of Thieves, Fishs Eddy, Gentle Monster, and Camp, just a few of the
cool stores Georganne and Ian visited while in NYC, the beauty of physical
shopping, retail theft, robots vs. humans, and uses for ChatGPT. There is never
a dull moment when these five get together!</span><o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">Follow
our individual Retail Adventures on LinkedIn:<o:p></o:p></span></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: left;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;"> </span></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;"><a href="https://www.linkedin.com/in/georgannebender/" target="_blank">Georganne Bender</a>, <a href="https://www.linkedin.com/in/richkizer/" target="_blank">Rich Kizer</a>, <a href="https://www.linkedin.com/in/jasonebaum/" target="_blank">Jason Baum</a>, <a href="https://www.linkedin.com/in/jeremeysea/" target="_blank">Jeremey Sea</a> and <a href="https://www.linkedin.com/in/ian-scott-0534694/" target="_blank">Ian Scott</a>.</span><o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"> </span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"> </span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"> </span></p><p>
</p><p align="center" class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: "Georgia",serif;"><a href="http://www.kizerandbender.com/" target="_blank">KIZER & BENDER</a> 2023 |
<a href="http://www.retailadventuresblog.com/" target="_blank">Retail Adventures Blog</a><o:p></o:p></span></p><p><br /> </p>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-54468374263425586662023-02-14T13:10:00.006-06:002023-02-14T13:10:33.565-06:00Enhancing the Shopper Experience!<p></p><p align="center" class="MsoNoSpacing" style="text-align: center;"><span style="font-family: Georgia, serif; text-align: left;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhOy4zTgnWPVR8Wzgc_xZp1KZYO2EE-azmdirXbn5kW1PmIpT8FtNBH0BFuz482Z1UnRkR9K8oA0IXGxRXhfZB4xNo_nfKtQIjS79HI69mxQjjnvhevR2KBrL5fIVx_lHJl3PBnZA49yi39U_7aknms0EKAXYj3Q0xydz32hzfOYSBrME55MQ/s1600/IMG_0095.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1200" data-original-width="1600" height="480" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhOy4zTgnWPVR8Wzgc_xZp1KZYO2EE-azmdirXbn5kW1PmIpT8FtNBH0BFuz482Z1UnRkR9K8oA0IXGxRXhfZB4xNo_nfKtQIjS79HI69mxQjjnvhevR2KBrL5fIVx_lHJl3PBnZA49yi39U_7aknms0EKAXYj3Q0xydz32hzfOYSBrME55MQ/w640-h480/IMG_0095.jpg" width="640" /></a></div><br /><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";">There’s a lot happening at retail right
now. While independent retailers were deciding whether to implement contactless
payments, other retailers began accepting biometric payments that include use
of fingerprints, iris scans, and facial matching. That sounds strange until you
remember you have been using your face to open your mobile phone for years. Amazon
stores, including Amazon Go, Whole Foods Market, and Amazon Fresh currently employ
<i>Amazon One</i>, a “fast, convenient, contactless way to use your palm to pay
at a store, present a loyalty card, enter a venue, or badge into work” to move
shoppers quickly through checkout lines.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";">Recycling and sustainability are not
fads and the reselling of gently used items isn’t either. Currently, retailers
like Macy's, Nordstrom and JC Penney all have resale departments on their sales
floors and shoppers can’t get enough. There is an opportunity here for you,
too. Every crafter, for example, has a stash of material they are keeping for a
future use that never seems to come. Why not devote a small section or rack to
this product? Scrapbook and craft retailers have held in-store “Garage Sales”
for years where customers bring in unwanted items to sell. Some retailers give sellers
cash for the full value of items sold, less a 15% consignment fee. We prefer
giving store credit, that way the money generated is recycled back into your
store sales.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";">Yes, technology is everywhere, but the changes
at retail aren’t all about tech. For example, designer stores have always used empty
space to convey value, but now we are seeing that strategy carried over to
other types of stores. Treasure hunt displays are still popular but even they
are a little less cluttered than in previous years, and not just because the
pandemic has made shipments scarce. There is a syndrome called the
Claustrophobia of Abundance that can overtake shoppers when there is too much clutter
and too many choices to be made. When there are 12 different kinds of grape jelly
in the grocery aisle, or the dry cleaner offers an extensive list of options to
have your shirts done, it can be overwhelming. And when it becomes too much some
shoppers shut down.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";">So, what’s a retailer to do? Optimize
the shopper’s journey.</span><span style="font-family: Georgia, serif; text-align: left;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><b style="mso-bidi-font-weight: normal;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Arial Narrow";">Create and control the shopper experience</span></b><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";"><span style="font-size: medium;">On the sales floor the goal is to move customers easily throughout your store
by creating and controlling the shopper experience. You know that 50 percent of
your store is never seen by shoppers, so your job is to artfully place
fixtures, and set irresistible displays, that move them through the ENTIRE sales
floor.</span></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj_3vk2w03Ew3IjgwCZoSOD6Ah4UH9-sMf_ANMYOqtmrQGsWF9UwPJXkBjm6SqRnhLGdc8ul7UQHdSIHkQxWNncXXquh4cqQcEny6Xll7-NpQXxJwOgMxkVUVbH_S_yBDHn1yGT2h4L1073mkSRL3TKGUalSjbGchiYyKVk5tZ68z1zgWW34A/s276/1.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="276" data-original-width="207" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj_3vk2w03Ew3IjgwCZoSOD6Ah4UH9-sMf_ANMYOqtmrQGsWF9UwPJXkBjm6SqRnhLGdc8ul7UQHdSIHkQxWNncXXquh4cqQcEny6Xll7-NpQXxJwOgMxkVUVbH_S_yBDHn1yGT2h4L1073mkSRL3TKGUalSjbGchiYyKVk5tZ68z1zgWW34A/w480-h640/1.png" width="480" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div><br /><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGeV67U1m3JxU_qnCnAoVbCkjKQOGx-7l0eNApYlr3dEUp2rmNSlsamkGK_D9KRQUyuveUNMvSEZwvz-Y6aFFbFSrjeUTTN6HtTHSwVOTm0zTmqnHls-RceGl-r9p26aQGeHwTvRZQ-ek88_M4OqQjKR8GIAoQNzMqji01kcIwJ2BZYsKgyA/s616/2.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="616" data-original-width="575" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGeV67U1m3JxU_qnCnAoVbCkjKQOGx-7l0eNApYlr3dEUp2rmNSlsamkGK_D9KRQUyuveUNMvSEZwvz-Y6aFFbFSrjeUTTN6HtTHSwVOTm0zTmqnHls-RceGl-r9p26aQGeHwTvRZQ-ek88_M4OqQjKR8GIAoQNzMqji01kcIwJ2BZYsKgyA/w598-h640/2.png" width="598" /></a></div><p></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: Georgia, serif;">At the 2022 <a href="https://retailinnovationconference.com/" target="_blank">Retail Innovations Conference and Expo</a>, we were introduced to
<a href="https://goodmrkt.com/" target="_blank">goodMRKT</a>, a store that supports a “community of makers and creators who are making
a difference.” At goodMRKT, “products have a purpose, giving back is a given,
and passionate entrepreneurs build a better future with the ‘goods that do
good.’" This store on the show floor was peppered with displays set for
maximum attention and highlighted with signs that explain what buying that
product means to a community, like giving a week of clean water when you buy a
coffee mug from Mud Love, or a blanket donated to a homeless shelter when you
purchase from the brand Sackcloth & Ashes.</span><span style="font-family: Georgia, serif;"> </span><span style="font-family: Georgia, serif;"> </span></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhtDqVrilBiq3Ehe2Bn0T0JIB1b3lnzJhAwbMbdutJ7NYRxtReZGEF_lY731aUU6zp60SzWp-X9qYrwPdJQcN4r951Xnm4BYkCuOzudaTy2Xmqc1woHggL3aaP4K6OCPW8vwmhNGy4kmELzpQKBFyfQNCLpZ1R8h-DGyrdGNq0jTCtU_ghdYw/s287/3.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="287" data-original-width="215" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhtDqVrilBiq3Ehe2Bn0T0JIB1b3lnzJhAwbMbdutJ7NYRxtReZGEF_lY731aUU6zp60SzWp-X9qYrwPdJQcN4r951Xnm4BYkCuOzudaTy2Xmqc1woHggL3aaP4K6OCPW8vwmhNGy4kmELzpQKBFyfQNCLpZ1R8h-DGyrdGNq0jTCtU_ghdYw/w479-h640/3.png" width="479" /></a><span style="font-family: Georgia, serif;"> </span></div>
<p class="MsoNormal" style="line-height: 150%;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";"><span style="font-size: medium;">This display at a <a href="https://benedictseggs.com/ " target="_blank">Taste of Benedicts & More</a> in Crystal Lake,
Illinois is different every time we visit, and we visit a lot. The chalkboard
greets visitors with fun quotes and valuable information about the product that’s
displayed on the table. You can see the smaller tables stacked underneath that
can be easily pulled out to expand the display. Flexibility makes a visual
merchandiser’s – that’s you – job easier.</span></span></p><p class="MsoNormal" style="line-height: 150%; text-align: center;"><span style="line-height: 150%;"><span style="font-size: medium;"><o:p></o:p></span></span></p><div style="text-align: left;"><span style="font-family: Georgia, serif;"><br /></span></div><div class="separator" style="clear: both; color: black; font-family: Georgia, serif; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgXcSWbj_mHJCPBt57a7J76azDwgXXamHbJL9_TMGA4SBnB0UeVrgLrz0QAu6Cs945842EmjTetgtz9y0-x2o7efKy7tOq8GjeouCvQnUq57ixVBhmW__VPyvefYoTR7i4fLgAYDLGHW2Sw3SjJN-FT6JlCvQj5icKdtyptsZYuazuZGO1nvw/s342/4.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="342" data-original-width="257" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgXcSWbj_mHJCPBt57a7J76azDwgXXamHbJL9_TMGA4SBnB0UeVrgLrz0QAu6Cs945842EmjTetgtz9y0-x2o7efKy7tOq8GjeouCvQnUq57ixVBhmW__VPyvefYoTR7i4fLgAYDLGHW2Sw3SjJN-FT6JlCvQj5icKdtyptsZYuazuZGO1nvw/w480-h640/4.png" width="480" /></a></div><p></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: Georgia, serif;">Boutiques are great at increasing the average sale: shoppers come in for one item but leave with five. This display at a Nashville boutique utilizes cross-merchandising to increase impulse sales. Shoppers don’t just see the dress, they see the complete outfit.</span><span style="font-family: Georgia, serif;"> </span></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiiq-Aa3m-WiHJu20LXFiqbPLpkbxlwpNkBETb2S0jHZAxKfKCmVKNhWeqTfDoDoWExzkLNcJKYLSYjELoumiMUBvP9wD_h7cMRd1YjmS7kHtV7BeUeyK62kxAddtTdadLq1NR8NixvbswDIvh9R34oKGEL8Hb-Kan3djSGULNQqh3n89bPYA/s781/5.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="781" data-original-width="586" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiiq-Aa3m-WiHJu20LXFiqbPLpkbxlwpNkBETb2S0jHZAxKfKCmVKNhWeqTfDoDoWExzkLNcJKYLSYjELoumiMUBvP9wD_h7cMRd1YjmS7kHtV7BeUeyK62kxAddtTdadLq1NR8NixvbswDIvh9R34oKGEL8Hb-Kan3djSGULNQqh3n89bPYA/w480-h640/5.png" width="480" /></a></div><div class="separator" style="clear: both; text-align: left;"><p class="MsoNormal" style="line-height: 150%;"><span style="line-height: 150%;"><span style="font-family: georgia; font-size: medium;">Hello
double duty! This table serves as a merchandise outpost and a window display. It’s
shopping in the round so customers can easily shop from all sides. This is
particularly important when the display is in or near a window.</span><o:p></o:p></span></p></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijFV1Mc72YpXK1gzT0pMrFZprAHoaIPnBTnZnAZvtfGaAXLZiaav6tTDN9JipEMg3MgJvTulzWsAA4WmvXiHOI9AoAdqkQ00BeAgzSbGsdEfBZzV2DHHjN5iPl2YfzwwFs1K_LFbUpZkTMoWCYTeda9j66Q8yk5XFHpNIBBCxu8jBtP2lWzw/s338/6.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="338" data-original-width="254" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijFV1Mc72YpXK1gzT0pMrFZprAHoaIPnBTnZnAZvtfGaAXLZiaav6tTDN9JipEMg3MgJvTulzWsAA4WmvXiHOI9AoAdqkQ00BeAgzSbGsdEfBZzV2DHHjN5iPl2YfzwwFs1K_LFbUpZkTMoWCYTeda9j66Q8yk5XFHpNIBBCxu8jBtP2lWzw/w480-h640/6.png" width="480" /></a></div><p></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: Georgia, serif;">The world is a carousel of color! You sang that didn’t you? In the 60s
Walt Disney himself introduced a generation of children to the Wonderful World
of Color, and what a wonderful world it is! Compared to other retailers you’re already
ahead because your sales floor is a constant sea of color. You don’t have to
depend on décor to put shoppers in the mood to buy, but you do need to consider
how you put those colors together in your displays.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";">People react to colors in different ways. Red is an attention grabber; pink
is a light-hearted, soothing color; orange makes people happy; yellow is
optimistic, warm and cheery; green is calming and refreshing; brown signifies
warmth and security; blue represents trust, loyalty, and confidence; and purple
is typically used to symbolize luxury, wealth and sophistication. Both black and
white are solid choices for backdrops because they make the merchandise stand
out.</span></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjkMT9LrOCgW5hinXs5NVousi6HmQUCUWYoB6h9FyjOyTCmqtJH6XtOXZhZ3XEdnq1KzhPA5SbeA51v6YN9sOvR6Oe9BhQ5Om0mVKj8i7eut4kJ0zvHDg39qOrlL8oJimc37On-1POBOAeVCDzPKm51x9K0J4juWlaLP2xCNLoqLgih5sYvbQ/s331/7.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="331" data-original-width="248" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjkMT9LrOCgW5hinXs5NVousi6HmQUCUWYoB6h9FyjOyTCmqtJH6XtOXZhZ3XEdnq1KzhPA5SbeA51v6YN9sOvR6Oe9BhQ5Om0mVKj8i7eut4kJ0zvHDg39qOrlL8oJimc37On-1POBOAeVCDzPKm51x9K0J4juWlaLP2xCNLoqLgih5sYvbQ/w480-h640/7.png" width="480" /></a></div><p></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: Georgia, serif;"><a href="https://www.quarterstitch.com/" target="_blank">The Quarter Stitch</a>, a boutique yarn and needlepoint store, located in the
French Quarter of New Orleans is an explosion of color. Note the use of neutral
décor that allows the merchandise to take center stage.</span><span style="font-family: Georgia, serif;"> </span></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEINN0fW6hmOGr0_qQJoVMbFE2EUufbrKZCTxH9Fu3xcaym1gM6jfRBHAJkRF9sbZJfg-hngyKXbmYY0Sams8KddL9LLeevKOqdNKM1LSmmGOopK2MBRP1MRKM2mIQ_4nr03vnmp-bxizMusxRUR6tr5K9bc4YJFAHED6TbIkIbMP_iCg9dQ/s256/8.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="256" data-original-width="192" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEINN0fW6hmOGr0_qQJoVMbFE2EUufbrKZCTxH9Fu3xcaym1gM6jfRBHAJkRF9sbZJfg-hngyKXbmYY0Sams8KddL9LLeevKOqdNKM1LSmmGOopK2MBRP1MRKM2mIQ_4nr03vnmp-bxizMusxRUR6tr5K9bc4YJFAHED6TbIkIbMP_iCg9dQ/w480-h640/8.png" width="480" /></a></div><p></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: Georgia, serif;">There’s never a dull moment at </span><a href="http://www.leroysplace.com/" style="font-family: Georgia, serif;" target="_blank">Leroy’s Place</a><span style="font-family: Georgia, serif;"> on Royal Street in NOLA.
Atlas Obscura describes it as an “interactive gallery that makes you feel like
you have stepped into a fantasy world.” We agree. This giant pink dude that greeted us is a puppet. We loved the splashes of color against the stark white walls.</span><span style="font-family: Georgia, serif;"> </span></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEit7DOdJCkBNlpw7ESoeBXs5pbGGoNGEX2i64881iQMwbvDYZR7MoOpMlT_4XKk2VcAvuos8RKZcDoBVg9L3AFAg4cU-r3lcUaQkssOOgGdTfoZKf-hjzywANH5kjd4twZPIG8FzUvJpDNI1GeEa5J4HuxwSdxOr7nqQyCNnVIEcUzk-F1utg/s307/9.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="307" data-original-width="230" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEit7DOdJCkBNlpw7ESoeBXs5pbGGoNGEX2i64881iQMwbvDYZR7MoOpMlT_4XKk2VcAvuos8RKZcDoBVg9L3AFAg4cU-r3lcUaQkssOOgGdTfoZKf-hjzywANH5kjd4twZPIG8FzUvJpDNI1GeEa5J4HuxwSdxOr7nqQyCNnVIEcUzk-F1utg/w479-h640/9.png" width="479" /></a></div><p></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: Georgia, serif;">Woodfield Mall in Schaumburg, Illinois taps into two trends here: Selfie
stations and green walls. This one is constructed with inexpensive, but
realistic, artificial green panels that are completely mobile. If you have room
for a full-time selfie wall, go for it! Dress it up by season or event and
encourage shoppers to post selfies to their social medias, along with your
store’s hashtag.</span><span style="font-family: Georgia, serif;"> </span></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi0HtoKyS9qpdqHLAvc0ANmKRWpeWWDx37GlpbdURoC8nkKaxO-NZ23lidGMA0bQEvvZBPq99F99Bcs1df0crGRz_GKjvIgIL09YsIZWcrsVhpBFQ1DxIcK7ybgr9PrDxRJE_8oK9RW8cqdW0gxAPskAXnvKycEieeKxP4-JXOGxn0e0znbfA/s366/10.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="366" data-original-width="274" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi0HtoKyS9qpdqHLAvc0ANmKRWpeWWDx37GlpbdURoC8nkKaxO-NZ23lidGMA0bQEvvZBPq99F99Bcs1df0crGRz_GKjvIgIL09YsIZWcrsVhpBFQ1DxIcK7ybgr9PrDxRJE_8oK9RW8cqdW0gxAPskAXnvKycEieeKxP4-JXOGxn0e0znbfA/w480-h640/10.png" width="480" /></a></div><p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: Georgia, serif;">There is always a buzz about the window displays at <a href="https://www.anthropologie.com/" target="_blank">Anthropologie</a> but did you
know that each one has a specific theme that goes far beyond what’s in the
window? This one is called “A Sunflower Story” and it commemorates Earth Day. The
Story page on Anthropologie.com shares that the sunflowers are handcrafted and made
from sustainable materials that will be upcycled to plant pollinator gardens
later on. That Story page is an idea you should consider for your own store.
You’ll get more mileage when you share your window story on your website, blog and/or
social medias.</span><span style="font-family: Georgia, serif;"> </span></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZrrtDZ2yzLKaIHdF69xPodvkpqUeqZwE6stotIBdKgL4PKAiqY0zmg0Tkmj6qLnbosXdrqDIbKBPQLjzoxdw278QijvdV91fVY3dbTaCvk16BRmq_ZEXHpRwI491Bgcz0r-bdwlsgOw6F_UQL43L-_IO0ZGVIY8gJ7gDFysRuGQ94lYMqGA/s621/11.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="511" data-original-width="621" height="526" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZrrtDZ2yzLKaIHdF69xPodvkpqUeqZwE6stotIBdKgL4PKAiqY0zmg0Tkmj6qLnbosXdrqDIbKBPQLjzoxdw278QijvdV91fVY3dbTaCvk16BRmq_ZEXHpRwI491Bgcz0r-bdwlsgOw6F_UQL43L-_IO0ZGVIY8gJ7gDFysRuGQ94lYMqGA/w640-h526/11.png" width="640" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div><p></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: Georgia, serif;">Nordstrom cuts and stacks pool noodles to add color to some basic outfits
on blend-into-the-background mannequins. We’re not crazy about this window
display, but we give Nordstrom a 10 for its use of props. Great ideas are
everywhere! As you peruse the aisles or Target and Walmart and the like, think
about how the unusual sale items you come across might be integrated into your
store and window displays.</span><span style="font-family: Georgia, serif;"> </span></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj-Usga1t25YrfufFjF80CMZeV3uH7C4d5JNNM4pEw61ickVemad1za3_cvGp0W7iMWcTnnd1NOvNqZo7U8yfTJkN5j2pHbxpmEdMN2ceU0tXYAMA8YSt4TE-OTj-FYJl_Zn9Sfakku8mWF-TsaIRH-OWeMbbfjcwP1EDiHdn1JeTmd1rn2iA/s357/00.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="357" data-original-width="268" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj-Usga1t25YrfufFjF80CMZeV3uH7C4d5JNNM4pEw61ickVemad1za3_cvGp0W7iMWcTnnd1NOvNqZo7U8yfTJkN5j2pHbxpmEdMN2ceU0tXYAMA8YSt4TE-OTj-FYJl_Zn9Sfakku8mWF-TsaIRH-OWeMbbfjcwP1EDiHdn1JeTmd1rn2iA/w480-h640/00.png" width="480" /></a></div><p></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: Georgia, serif;">This fruit and vegetable display at a market in Barcelona, Spain is a showstopper.
The produce is plentiful, it’s easy to shop, and the separation – contrast – of
colors is perfect. You won’t see displays like this at your local grocer. The
difference is that grocery stores expect you to buy; market displays like this
one are set to entice you to buy. So, unless you are stacking cans of soda at a
low price, never set displays that expect shoppers to buy. “Build it and they
will come” is just a line from a movie.</span><span style="font-family: Georgia, serif;"> </span></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAnGDrziV49SCwjWudM-MJWBR-2Ir272437dXmFNHXDiGvz9fmM3yWL0K7hAv7tpdjfmzyn7vBPKnORFK241WeMLO79uncKF2ecuOoIEdeFD6Pj7V3UIreWK4mgLZpt8veaZWnlR0jiWXOoNpSnhcyjJTCj2MdlR3eSjsB0PsU-3fgqyud2w/s374/13.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="374" data-original-width="280" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAnGDrziV49SCwjWudM-MJWBR-2Ir272437dXmFNHXDiGvz9fmM3yWL0K7hAv7tpdjfmzyn7vBPKnORFK241WeMLO79uncKF2ecuOoIEdeFD6Pj7V3UIreWK4mgLZpt8veaZWnlR0jiWXOoNpSnhcyjJTCj2MdlR3eSjsB0PsU-3fgqyud2w/w480-h640/13.png" width="480" /></a></div><p></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-family: Georgia, serif;"><span style="font-size: medium;">It’s a well-known retail fact that displays with signs sell better than
displays without them. The purpose of your signing program is to influence how
customers shop and to encourage impulse sales. <a href="https://www.lushusa.com/" target="_blank">Lush</a> covers both bases with two
types of product signing at counter level, plus wall signing that’s guaranteed to
capture attention.</span></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiMBZkd96oQxUiql-Y9-TGFsupAW9TjGHjOtHTXGMVRKJk1fiy-12hPM4Ze0yFsbUyECi5sfvjqt3cTcQVaDmB0bvv-PMoH_UAVXNzbyKFgvGhf53OADGihmDegizeMJ_Ga8NwqIrTVUYIWFlQhBTlJlI3pSSlAp71GOvHCH5WMp-pzckMqVw/s406/14.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="406" data-original-width="305" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiMBZkd96oQxUiql-Y9-TGFsupAW9TjGHjOtHTXGMVRKJk1fiy-12hPM4Ze0yFsbUyECi5sfvjqt3cTcQVaDmB0bvv-PMoH_UAVXNzbyKFgvGhf53OADGihmDegizeMJ_Ga8NwqIrTVUYIWFlQhBTlJlI3pSSlAp71GOvHCH5WMp-pzckMqVw/w480-h640/14.png" width="480" /></a></div><p></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: Georgia, serif;">We bet these chalkboard tags came from the wedding section of a craft
store, don’t they make perfect little price point signs?</span><span style="font-family: Georgia, serif;"> </span></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhvEk1ljrAeFMBZ-sQN9rs12pWlqsLnX5Tra55EhtXA41QIj33ehMsWAS4okQKcH2i9t2yo1m9I8nA1--CF0kqLbc6r0FNWqqfXT9wxhHMidvUMh-FALetdpnkxqId_jXyO21hSOkODw0xNXlXEsRnBYnFcUaA1hDC80wk9NQwrKKoOvZ_dzg/s367/15.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="367" data-original-width="275" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhvEk1ljrAeFMBZ-sQN9rs12pWlqsLnX5Tra55EhtXA41QIj33ehMsWAS4okQKcH2i9t2yo1m9I8nA1--CF0kqLbc6r0FNWqqfXT9wxhHMidvUMh-FALetdpnkxqId_jXyO21hSOkODw0xNXlXEsRnBYnFcUaA1hDC80wk9NQwrKKoOvZ_dzg/w480-h640/15.png" width="480" /></a></div><div class="separator" style="clear: both; text-align: left;"><br /></div><div class="separator" style="clear: both; text-align: left;"><span style="font-size: medium;">These little shelf-talkers at <a href="https://www.barnesandnoble.com/" target="_blank">Barnes and Noble Booksellers</a>, created by
the store associates, give a 2-4 sentence description of the book behind them.
Note that there is a Barnes & Noble ampersand on every sign. This carries
the brand identity throughout the shopper experience. </span></div><p></p><p class="MsoNormal" style="line-height: 150%;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";"><span style="font-size: medium;"><o:p></o:p></span></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjRFfmnhP9Irf3tTraCATTkNObNNIHjf4Dm7-oDuZezBx86hH1tBLlN3sGQhVTMHrQ6pC20XGl2LfiDuiu_i7v3Bn_1McJcqOJ4Qz8jQqpsgdrCaEbhFzGJXSV9t3x05ZVTeOaIf7FVicWFGCVgPkiSP-mc2S1Ka5ieE0xVM3N03CO6L9dtaA/s369/16.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="369" data-original-width="277" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjRFfmnhP9Irf3tTraCATTkNObNNIHjf4Dm7-oDuZezBx86hH1tBLlN3sGQhVTMHrQ6pC20XGl2LfiDuiu_i7v3Bn_1McJcqOJ4Qz8jQqpsgdrCaEbhFzGJXSV9t3x05ZVTeOaIf7FVicWFGCVgPkiSP-mc2S1Ka5ieE0xVM3N03CO6L9dtaA/w480-h640/16.png" width="480" /></a></div><p></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: Georgia, serif;">It’s perfectly acceptable to remind customers subtly and tastefully about
the importance of shopping local. This sign is well-done and in line with the
store’s brand theme. And it is far above the handwritten and taped pleas to
shop small that we usually see on our Retail Adventures.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";"><span style="font-size: medium;">Visual merchandising will always be an essential driver of your success.
Remember to keep a close eye on the product you carry, how it is presented, plus
everything else necessary to increase customer dwell time – the amount of time
shoppers linger in the store and at each display. You have a picture in your
head of how your store is perceived; it’s important that customers share that
same perception. Industry change is good, but so is change on your sales floor!<o:p></o:p></span></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";"><o:p><span style="font-size: medium;"> </span></o:p></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";"><o:p><br /></o:p></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";"><o:p><br /></o:p></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";"><o:p><br /></o:p></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";"><o:p><br /></o:p></span></p>
<p align="center" class="MsoNormal" style="line-height: 150%; text-align: center;"><span style="color: black; font-family: "Georgia",serif; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Arial Narrow";"><span style="font-size: x-small;">© <a href="http://www.kizerandbender.com" target="_blank">KIZER & BENDER</a> 2022 | <a href="http://www.retailadventuresblog.com">Retail Adventures Blog</a> | All Rights
Reserved</span><o:p></o:p></span></p><br /><p></p>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-31790055865250167922023-01-25T13:01:00.000-06:002023-01-25T13:01:10.066-06:00The Five Senses of Retail<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAv0dvUjtW2PZnSI_Bkbr7e1RWDrtr0mY1lUhBhtd2_s6cGogk04jYHPFHKyeeoc1zQO0dBzyMsf2SWnCio9fHe14ggBRHXF7AZtdJSyrzi6I9CrHt9kT3cXlmFo-n7FLElF0N2rjDb2IH-cWGiz0KIrYlMAd5d8ST89aO8urkqvR1gjkAAQ/s1024/Smell.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1024" data-original-width="742" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAv0dvUjtW2PZnSI_Bkbr7e1RWDrtr0mY1lUhBhtd2_s6cGogk04jYHPFHKyeeoc1zQO0dBzyMsf2SWnCio9fHe14ggBRHXF7AZtdJSyrzi6I9CrHt9kT3cXlmFo-n7FLElF0N2rjDb2IH-cWGiz0KIrYlMAd5d8ST89aO8urkqvR1gjkAAQ/w464-h640/Smell.JPG" width="464" /></a></div> <p></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;">Imagine
you’re visiting Walt Disney World in sunny Orlando, Florida. As you approach
the entrance to the Magic Kingdom you are welcomed by just the right mixture of
sights, sounds, and smells all geared to add to your good mood. Everything here
is about creating and controlling the guest experience, and each new land you
enter is designed to engage your senses differently. It’s so well done that you
don’t even notice the change as you leave one and enter the next.<o:p></o:p></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;">Whether
you realize it or not, Disney creates then controls every move you make inside
its parks. You can do much the same in your own store by engaging the shoppers
five senses. Here’s how:</span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><b>1.
Sight</b></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;">Your
sales floor is a wonderland of all things visual. Everywhere customers look
they should be drawn to something intriguing.</span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: Wingdings; mso-ascii-font-family: Georgia; mso-char-type: symbol; mso-hansi-font-family: Georgia; mso-symbol-font-family: Wingdings;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">o</span></span><span style="font-family: "Georgia",serif;"><span style="mso-tab-count: 1;"> </span>Where you place fixtures creates a path
for shoppers to follow as they peruse your sales floor. The reason 50 percent
of a store’s floor is never seen by shoppers in many stores is because the
layout is left to chance. Grocers don’t let this happen, that’s why milk is
always at the back of the store. The goal is to get you to walk past
promotional goods you didn’t realize you needed first.</span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;">Your
sales floor should be set to lead shoppers somewhere. To do this make a
schematic of your current layout, then determine if your fixture placement is
doing its job or there are control changes to be made.</span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: Wingdings; mso-ascii-font-family: Georgia; mso-char-type: symbol; mso-hansi-font-family: Georgia; mso-symbol-font-family: Wingdings;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">o</span></span><span style="font-family: "Georgia",serif;"><span style="mso-tab-count: 1;"> </span>Look for “desire paths”, shortcuts
customers make to get through your store faster. Check your flooring for
heavier wear in certain areas or spend a day watching how customers navigate
the sales floor. If you find a desire path, place a display directly in the center
of it.</span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: Wingdings; mso-ascii-font-family: Georgia; mso-char-type: symbol; mso-hansi-font-family: Georgia; mso-symbol-font-family: Wingdings;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">o</span></span><span style="font-family: "Georgia",serif;"><span style="mso-tab-count: 1;"> </span>Make your displays visually interesting. Add
props, different textures, and signing to catch the customers’ eye.</span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: Wingdings; mso-ascii-font-family: Georgia; mso-char-type: symbol; mso-hansi-font-family: Georgia; mso-symbol-font-family: Wingdings;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">o</span></span><span style="font-family: "Georgia",serif;"><span style="mso-tab-count: 1;"> </span>Create a strong sight line by placing
shorter fixtures up front and taller fixtures towards the rear of the store.
This allows shoppers to see both in and through your store, seeing things they
may have otherwise missed.</span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: Wingdings; mso-ascii-font-family: Georgia; mso-char-type: symbol; mso-hansi-font-family: Georgia; mso-symbol-font-family: Wingdings;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">o</span></span><span style="font-family: "Georgia",serif;"><span style="mso-tab-count: 1;"> </span>Lighting is critical to the customer
experience. If you have customers aged 50+ there’s a strong chance they can’t
see all the details of your fabulous product. This is because someone in their 60s
receives only about 40% of the available light as someone in their 20s. So, if
your sales floor is dark, or has shadows, you lose.</span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;">When
was the last time you relamped your store or had your illumination levels
checked? Track lighting is an easy fix to light dark spaces, highlight
merchandise, or direct attention to certain areas of the floor.</span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><b>2.
Hearing</b></span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;">Music
plays a role in encouraging sales, so every store needs a unique soundtrack
that puts shoppers’ in the right mood. We say soundtrack because the music you
choose provides a background that entices shoppers to stay longer and spend
more while they are there. Music also adds to how you want your store to be
perceived. So, unless heavy metal is part of your schtick, Metallica cranked to
11 probably isn’t ideal for most stores. Your soundtrack should give shoppers a
psychological lift.</span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;">A
recent study of over 2000 U.S. adults, conducted by The Harris Poll on behalf
of Spotify, found that more than 70% of respondents said they’re more likely to
shop at stores that play music they enjoy, 63% are more likely to come back to
local stores that play music, while 67% of respondents said background music
incentivizes them to make purchases. The survey also found that the type of
music also matters: women shoppers prefer oldies, pop, and R&B, while men
prefer to shop while listening to rock, Blues and bluegrass. Both enjoy country
and classical.</span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;">Whatever
music you choose to play, it’s your responsibility to ensure you are doing it
legally. Listening to a CD you purchased or playing the radio doesn’t mean you
are covered. The American Society of Composers, Authors, and Publishers (ASCAP)
protects the rights of artists, authors, composers, and publishers for their
musical works, and playing music in your store without the proper license can
result in heavy fines. You can learn more about licensing on the <a href="ASCAP.com">ASCAP</a> website or go with a service such as <a href="https://cloudcovermusic.com/" target="_blank">Cloud CoverMusic</a>, <a href="https://pandora.moodmedia.com/" target="_blank">Pandora for Business</a>, <a href="https://rockbot.com/" target="_blank">Rockbot</a> or <a href="https://www.jukeboxy.com/" target="_blank">Jukeboxy</a> to play music in-store worry
free.</span><span style="font-family: Georgia, serif;"> Bonus: Most of these services have a free trial.</span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><b>3.
Touch</b></span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;">If
your displays are too intricate shoppers will be afraid to touch them for fear
of messing them up. If you have ever been followed by an associate who immediately
fluffs and refolds everything you pick up then you know what we mean. That’s no
way to shop, displays <i>should</i> encourage customers to touch the
merchandise.</span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;">Set
your displays so customers interact with the items, and employ cross-merchandising
so they pick up product hadn’t originally intended to buy. Place merchandise
outpost displays that feature product from one department in another or in an
unexpected area, top off displays with signing that inspires interaction,
merchandise different textures together – do anything you can do to engage
shoppers to try something new.</span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><b>4.
Smell</b></span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;">What
do you think of when you smell popcorn? Sharing a big bowl on family movie
night, a visit to the theater, or your local hardware store that offers free
bags, freshly popped from a machine located near the front entrance? If you
said the hardware store we’re on the same page. Yes, it’s nice to feed
customers, but it’s also nice when customers think of that store every time
they smell popcorn.</span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;">Olfaction
– our sense of smell – is the sense most closely linked to memory. A single
sniff of a familiar scent can bring you back directly to where you first
smelled it. According to <a href="http://www.scentair.com/">ScentAir</a>, the world’s
largest scent marketing firm, different scents can affect the moods of those
who smell them. Lavender and vanilla are calming scents, while peppermint and grapefruit
are said to be energizing. Disney’s “Smellitizers” pump out the scent of candy,
freshly baked pastries, and popcorn in various places on Main Street, USA. Look
closely to find artfully hidden Smellitizers in every shop and attraction in
the park.</span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;">Simply
stated, scent marketing works. There are many scent marketing companies that
help you choose a unique scent for what you sell, or you can pick up scent
diffusers locally. But please do not burn candles in your store. It’s just not
worth the risk.</span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><b>5.
Taste</b></span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;">One
of our favorite research things to do is watching shoppers at grocery stores
sample the free food. It’s interesting to note that many make a beeline for
whatever is offered and toss it in their cart. Grocers will tell you that there
is solid evidence that sampling sells more product, so even if you don’t
include food items as part of your assortment that doesn’t mean you can’t cash
in on the trend.</span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;">It's
easy to make food part of your customer experience. Every event you hold should
include food – you know our motto: Food is good! It’s always best to go with
treats from a caterer, rather than do it yourself. You don’t need the added
hassle on event days, and with Covid still a threat you are safer going with
professionally prepared or pre-packaged food and drink.</span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;">Offer
shoppers bottles of water adorned with your logo, partner with a local
restaurant to provide refreshments during your in-store events or host a wine tasting.
And sell candy – especially chocolate – at the cashwrap. It’s a no-brainer way
to increase impulse purchases that add up. The industry big box retailers all
do it, so there is already a precedent.</span><span style="font-family: Georgia, serif;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;">You
don’t need to go as far as Disney to control the in-store experience but
utilizing sensory marketing to engage all five shopper senses will put you far
ahead of your competition. Another perk? Not one of these ideas can be
implemented by an e-commerce retailer. Score five for brick and mortar retail!<o:p></o:p></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><o:p> </o:p></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><o:p> </o:p></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><o:p> </o:p></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><o:p> </o:p></span></p>
<p align="center" class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: "Georgia",serif; font-size: 11.0pt; line-height: 150%; mso-bidi-font-size: 9.0pt;">© <a href="http://www.kizerandbender.com" target="_blank">KIZER & BENDER</a> 2022 | All Rights Reserved | <a href="http://www.retailadventuresblog.com" target="_blank">RetailAdventures Blog</a><o:p></o:p></span></p>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-71926634977973534062022-12-27T10:22:00.002-06:002022-12-27T10:22:20.463-06:00Retail Adventures Podcast with KIZER & BENDER & BAUM & SEA & SCOTT: Wrapping Up 2022<p> </p><div class="separator" style="clear: both; text-align: center;"><a href="https://vimeo.com/784579161" imageanchor="1" style="margin-left: 1em; margin-right: 1em;" target="_blank"><img border="0" data-original-height="529" data-original-width="1280" height="304" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj8vzeEw255K5rIQsV36GQ9O5KtUdWH1qz4FaaPyurTzBDcgmgNJqed9o3r9rrWxWqXSBmOueJVxct6zVrpCGnd3K8rIDvooj6r_RRZev_U5l9LYK7-tqhbpDNm5ttEg5qPU319RKL2v8XjAZP9YyV7VFHZD7evqOGMZwQJp-bXAjEQY-TGog/w640-h304/Zoom%20December%202022.png" width="640" /></a></div><br /><p></p><p align="center" class="MsoNormal" style="line-height: 150%; text-align: center;"><span style="font-family: "Georgia",serif;">Click <a href="https://vimeo.com/784579161" target="_blank">HERE</a> or on the photo above to watch
the video!<o:p></o:p></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">2022
sure flew by! We have a lot of thoughts to share in this December version of
the Retail Adventures Podcast, including thoughts on discounting, shopping in
NYC during the holidays, Singapore's Orchard Street at Christmas, is thrifting
gifts a good thing, plus thoughts on whether store associates should be allowed
to sit down on the job, and does months of non-stop holiday music drive
associates and customers crazy? Opinions are flying!</span><o:p></o:p></span></p><p><br /></p><p class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: georgia; font-size: medium;">Follow our individual Retail Adventures on LinkedIn:</span></p><p></p><p class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: georgia; font-size: medium;"><a href="https://www.linkedin.com/in/georgannebender/" target="_blank">Georganne Bender</a>, <a href="https://www.linkedin.com/in/richkizer/" target="_blank">Rich Kizer</a>, <a href="https://www.linkedin.com/in/jasonebaum/">Jason Baum</a>, <a href="https://www.linkedin.com/in/jeremeysea/" target="_blank">Jeremey Sea</a> and <a href="https://www.linkedin.com/in/ian-scott-0534694/" target="_blank">Ian Scott</a></span></p><p class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><br /></p><p class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-size: x-small;"><a href="http://www.kizerandbender.com" target="_blank">KIZER & BENDER</a> 2022 | <a href="http://www.retailadventuresblog.com" target="_blank">Retail Adventures Blog</a></span></p><div><span style="font-family: georgia; font-size: medium;"><br /></span></div>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-4802591109656378122022-11-25T11:39:00.003-06:002022-12-27T10:13:29.244-06:00Retail Adventures Podcast with KIZER & BENDER & BAUM & SEA & SCOTT: What’s Happening at Retail November 2022<p> </p><div class="separator" style="clear: both; text-align: center;"><a href="https://vimeo.com/772498319" style="margin-left: 1em; margin-right: 1em;" target="_blank"><img border="0" data-original-height="621" data-original-width="1280" height="310" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjhZw0aWEjA88o6nEYWpNBVN3ynfwjR6OzMoQSUL_Vi8k42uDWe1wf_5jqJTLOFV4qDULrPMXdIJNJGsr7XZl1L-EA6LOP6hqZ9L08Hzn__IsSS1V39PHya57cCVQTlDjPh-_vJPQsE6MTuh-A9K7Hd3WyAzwDb9U8ex4qX7B1R3AkB7ByYzQ/w640-h310/Retail%20Adventures%20Podcast%20--%2011-2022.png" width="640" /></a></div><br /><p></p><p></p><p class="MsoNormal" style="line-height: 150%; text-align: left;"><span style="font-family: georgia; font-size: large; text-align: center;"> </span><span style="font-size: medium;"><span style="font-family: georgia; text-align: center;">C</span><span style="font-family: georgia; text-align: center;">lick </span><a href="https://vimeo.com/772498319" style="font-family: georgia; text-align: center;" target="_blank">HERE</a><span style="font-family: georgia; text-align: center;"> or on the photo above to watch the video!</span></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;">We
packed a lot into the November 2022 issue of the Retail Adventures Podcast! We
discussed Singles Day (11/11), why great deals for new customers anger loyal
customers, crowdsourcing in the 80s, why customers are being charged credit
card fees, how Taylor Swift broke the internet, Ian’s travels to Copenhagen and
South Africa, Amazon’s latest layoffs, what’s happening at Twitter, and
regardless of what you may hear, PHYSICAL RETAIL IS NOT DEAD!</span><o:p></o:p></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><span style="font-size: medium;"><br /></span></span></p><p class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: georgia; font-size: medium;">Follow our individual Retail Adventures on LinkedIn:</span></p><p></p><p class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: georgia; font-size: medium;"><a href="https://www.linkedin.com/in/georgannebender/" target="_blank">Georganne Bender</a>, <a href="https://www.linkedin.com/in/richkizer/" target="_blank">Rich Kizer</a>, <a href="https://www.linkedin.com/in/jasonebaum/">Jason Baum</a>, <a href="https://www.linkedin.com/in/jeremeysea/" target="_blank">Jeremey Sea</a> and <a href="https://www.linkedin.com/in/ian-scott-0534694/" target="_blank">Ian Scott</a>.</span></p><p class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: georgia; font-size: medium;"><br /></span></p><p class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: georgia; font-size: medium;"><br /></span></p><p class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: georgia; font-size: medium;"><br /></span></p><p class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: georgia; font-size: x-small;"><a href="http://www.kizerandbender.com" target="_blank">KIZER & BENDER</a> 2022 | <a href="http://www.retailadventuresblog.com" target="_blank">Retail Adventures Blog</a></span></p><p></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><br /></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><br /></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><br /></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><br /></span></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><br /></span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><o:p> </o:p></span></p><br /><p></p>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-89817957666912737492022-11-17T10:54:00.002-06:002022-11-30T09:47:21.298-06:00How Well Do You Know Your Customers?<p> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEih-vQVHk_caemjXjC0rQbXpY8D9m23cpsrWSO5deKOaomNgdwg54LVRlUUX9sn3g2Fr17k0FckpFFHynAYyT36DdUbd6-0s62NXMRgdYZOpUYsBb88edW8cwqYGlW6EqTXoR-mKQ6dnqkMZ3A-ugFisfSbOkhjYOJp3Ng_-Sf79cTVKhvGCw/s2048/RAB%20--%202022.PNG" style="margin-left: 1em; margin-right: 1em; text-align: center;"><img border="0" data-original-height="1365" data-original-width="2048" height="426" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEih-vQVHk_caemjXjC0rQbXpY8D9m23cpsrWSO5deKOaomNgdwg54LVRlUUX9sn3g2Fr17k0FckpFFHynAYyT36DdUbd6-0s62NXMRgdYZOpUYsBb88edW8cwqYGlW6EqTXoR-mKQ6dnqkMZ3A-ugFisfSbOkhjYOJp3Ng_-Sf79cTVKhvGCw/w640-h426/RAB%20--%202022.PNG" width="640" /></a></p><p></p><p align="center" class="MsoNoSpacing" style="text-align: center;"><br /></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif;">Our
first presentation on generational diversity happened in 1996, right around the
time the first of the Baby Boomers started to turn 50. It has remained one of
our most requested topics ever since. Before Covid reared its ugly head we’d
host focus groups with people from different generations and hold one-on-one
interviews to see the world through diverse eyes. Zoom helped when the world
shut down and we are beginning to schedule group meetings once again. A lot has
changed since March of 2020. We know that in retail everything you do has to be
done with the consumer in mind, and the consumer is continuously changing.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif;">We're both Baby Boomers – born 1946-1964 – but our stories
are about as opposite as they can get. Half of the Baby Boomers are considered
Classic Boomers (68-76), when you see an ad hawking life insurance and reverse
mortgages, this is the group they are generally talking about. Many are retired
or downsizing, and some are buying second homes.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif;">In
contrast, are the Boomers who make up Generation Jones (58-67) are very
different. In the 60s, while Classic Boomers were doing cool things like
hanging out at Woodstock, Gen Jones were kids. Jonathon Pontell, who coined the
name as a sarcastic nod to “keeping up with the Joneses”, members of Gen Jones
“fill the space between Woodstock and Lollapalooza, between ‘Turn on, tune in,
drop out’ and ‘Just say no,’”. Many members of Gen Jones more closely relate to
Gen X. Want to make their heads explode? Market to them the same way you market
to customers in their late 70s.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif;">But
we digress…</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif;">Let’s
just say that Baby Boomers aren’t who you might think they are. They are doing
things over in style, they know what they want and they actively seek retailers
and brands who are willing to give it to them. Regardless of what you see on
TV, Boomers are physically active, mentally astute, and socially engaged both
in person and online. Facebook is still their social media of choice, and not
because they are keeping up with their grandkids. When it comes to shopping,
Baby Boomers hold <a href="https://www.buxtonco.com/blog/the-lost-generation-baby-boomers">70% of
the disposable income in the U.S.</a>, spending more than any other generation,
across all categories. Yet, this is a customer who is vastly ignored. Big
mistake.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif;">In
a shopping experience, Boomers expect attention, extra services and conveniences.
Use photos in your marketing of people who look like them, and make it easy to
shop your website with big photos and larger fonts. Add a tab at the top
visitors can click to enlarge the font.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif;">Generation
X – born 1965 – 1980 – is the smallest generation. They came of age at a time
of recession. By the time they were ready to get to work, jobs were already
filled by Baby Boomers who were busy climbing the corporate ladder.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif;">Gen
X and Boomers childhoods were very different: Moms met little Boomers at the
door with freshly baked cookies and milk; as latchkey kids, Xers let themselves
in the door and grabbed a box of Oreos before tuning in to After Schools
Specials on ABC or challenged themselves to a game of Frogger. (Google it).
This made them both fiercely independent and deeply family oriented.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif;">Gen
X is second to Baby Boomers in buying power. And as the newest Sandwich
Generation, they hold purchasing influence over their own homes as well as
their parents. This is a generation of consumers who are resourceful,
independent, and skeptical. In a shopping experience, they look for value and information.
And they expect the retailers and brands of choice to be authentic.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif;">Online
reviews play a big part in where Gen X ultimately chooses to buy, so be sure
you claim your <a href="https://business.yelp.com/?source=consumer_site_header&utm_content=header&utm_medium=www&utm_source=cons_home">Yelp</a>
page and <a href="https://www.google.com/business/">Google Business</a> page,
filling out all the boxes, adding photos and any other information that is
important to your business.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif;">The
mercurial Millennials – born 1981-1995 – have always been a part of
conversation. They were asked for their opinion almost from birth: What kind of
car should mommy buy? What color should we paint your room? <i>Who cares,
you’re four?! </i>Millennials care; they grew up knowing their opinion was important;
online and off, it should be important to you, too.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif;">Millennials
were digital in diapers. Sure, they had to initially learn about the internet
on AOL on their parent’s computer, but their world has always been 24/7. WWW to
a millennials means, “Whatever, Whenever, Wherever”. They demand an interactive
online experience. This means your website can’t be an online brochure. It
needs video, project sheets, ideas, and plenty of photos.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif;">Millennials
also prefer stores that offer more than item and price. They want a trip to
your store to be an experience, with an ambiance that ties in with what you
sell, merchandise that is displayed, rather than housed on basic fixturing, and
store associates who know their stuff.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif;">Generation
Z – born 1994 – 2010 – are a self-driven bunch. It’s been said that they are on
track to emulate the Greatest Generation because they care deeply for others, are
big on community, diversity, and inclusion.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif;">Gen
Z will enjoy a lifelong use of technology; they were the first generation to be
able to carry the internet around in their pockets so instant gratification is
second nature to them. It’s important to come to their terms because they
aren’t interested in yours – the way you have always done things is ancient
history to them. Keep your sales floor fresh and your online content creative,
relevant, and engaging or Gen Z will simply tune you out.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif;">The
good news is that hard work pays off with Gen Z. They enjoy shopping in
physical stores more than they do online, and they are loyal shoppers who will <a href="https://www.surefront.com/blog/gen-z-customer-loyalty-looking-forward">stay
loyal to a brand forever</a> if they have continued positive purchasing
experiences.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif;">Gen
Z worries about the planet, sustainability, and authenticity. They choose
stores and brands that value the same things they value. Actually, sustainability
is big for every generation. A <a href="https://www.sensormatic.com/resources/pr/2022/sustainable-retail-survey">2022
study</a> by Sensormatic Solutions, a retail inventory technology company,
found that 81% of the respondents were concerned or very concerned about
sustainability and the environment's future, and 70% said they would change
their shopping habits if they discovered that a store or brand wasn't operating
sustainably. How are you doing in this area? Whatever you do, keep customers
informed about what you are doing to help the environment.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif;">Called
the first Digital Natives, Generation Alpha – born 2011 – 2025 – grew up in a
digital environment where almost anything they want is just a click away. By
2025 they will number more than 2 billion worldwide, making them largest
generation in the history of the world. According to the McCrindle, the consulting
agency that named them, Alphas will live longer lives and will be more
culturally diverse compared to the former generations. They will be shaped by
technology because that’s all they have ever known – these kids will live
fascinating lives! Click to download McCrindle’s <a href="https://generationalpha.com/#alpha-report">“Meet the Alphas”</a>, an eye
opening report everyone in business today should read.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-size: medium;"><span style="font-family: "Georgia",serif;">As
consumers continue to grow and evolve, your job is to learn what they expect
from a visit to your store. It’s hard, but try not to view other generations
through the lens of your own. Instead, look for new ways to build
relationships, connect with each generation, engage them in conversation, and
influence where they shop.</span><span style="font-family: Georgia, serif;"> </span></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: medium;">It's
a tall order but giving customers what they want also requires a deep
understanding of your current, past, and upcoming inventories. Check out <a href="https://www.surefront.com/">Surefront</a>, the only <a href="https://www.surefront.com/get-accelerating-plm-guide" target="_blank">retail product lifecycle management platform</a> (PLM) solution that is built by a retailer, for
retailers. Surefront’s software gives you a complete inventory overview and the
ability to communicate with your vendors in seconds. Visit Surefront’s website
to learn more or click <a href="https://www.surefront.com/retailers-book-custom-demo">here</a> or here to
book a custom demo with a Surefront <a href="https://www.surefront.com/product-lifecycle-management">product lifecycle
management</a> expert today.</span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: Georgia, serif; font-size: medium;"><br /></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: Georgia, serif; font-size: medium;"><br /></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: Georgia, serif; font-size: x-small;">COPYRIGHT <a href="http://www.kizerandbender.com" target="_blank">KIZER & BENDER</a> 2022 | <a href="http://www.retailadventuresblog.com" target="_blank">Retail Adventures Blog </a></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><o:p> </o:p></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><o:p> </o:p></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><o:p> </o:p></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><o:p> </o:p></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><o:p> </o:p></span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif;"><o:p> </o:p></span></p><br /><p></p>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-79074970740007712822022-10-17T18:06:00.001-05:002022-10-17T18:06:13.199-05:00Shopper Stoppers: How to Get Shoppers to Stay Longer and Spend More<div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-BXIgRwumXWg/Xi8TP3G2GpI/AAAAAAAAKJM/v9d590rw7yoBoPE1pPrkbL_ukQdZYfWigCLcBGAsYHQ/s1600/A%2527ltered%2BState%2B--%2BPostcard%2Bwith%2Binside%2Bout%2Bdisplay.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1200" data-original-width="1600" height="480" src="https://1.bp.blogspot.com/-BXIgRwumXWg/Xi8TP3G2GpI/AAAAAAAAKJM/v9d590rw7yoBoPE1pPrkbL_ukQdZYfWigCLcBGAsYHQ/s640/A%2527ltered%2BState%2B--%2BPostcard%2Bwith%2Binside%2Bout%2Bdisplay.jpg" width="640" /></a></div><div align="center" class="MsoNormal" style="line-height: 24px; text-align: center;"><br /></div><div class="MsoNormal" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium; line-height: 27px;">Shoppers these days are pretty vocal about what they like, and expect, from a trip to the store. Sure, there are the expected complaints about service, but more and more we are hearing consumers complain about the in-store experience being underwhelming and too much of the same-old, same-old. This may not be true in your store, but because customers carry past shopping trips with them, it does have an effect on how your store is perceived. According to a 2019 <a href="https://www.salesforce.com/blog/2019/04/customer-retail-statistics.html" target="_blank">Salesforce</a> study, 50 percent of shoppers make a second purchase within 16 days of their first, so doing things that thrill them, grab their attention, and stop them in their tracks on your sales floor is the critical to your success.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;"><br /></span></div><div class="MsoNormal" style="line-height: 24px;"><span style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">Now, customers who visit stores are generally there to do one of two things: Purchase specific items based on need or to browse the sales floor dreaming about future purchases. Whatever the reason, there are things that happen on your sales floor that either encourage customers to make a purchase or stop the buying process all together. We call these things Shopper Stoppers. Let’s take a look at some shopper stopper ideas that can be tweaked and utilized on your own sales floor.</span><span style="font-family: georgia, serif;"><o:p></o:p></span></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="MsoNoSpacing" style="line-height: 24px;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "georgia" , "serif"; line-height: 24px;">THE GOOD<o:p></o:p></span></b></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-1isIJDMKJsU/Xi8U69MEAMI/AAAAAAAAKMA/sKdCEbVkBBs68Hm3iffJ7ZfzwQLylL5RgCLcBGAsYHQ/s1600/Picture1.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="465" data-original-width="348" height="640" src="https://1.bp.blogspot.com/-1isIJDMKJsU/Xi8U69MEAMI/AAAAAAAAKMA/sKdCEbVkBBs68Hm3iffJ7ZfzwQLylL5RgCLcBGAsYHQ/s640/Picture1.jpg" width="478" /></a></div><div class="separator" style="clear: both; text-align: center;"></div><div class="MsoNoSpacing" style="line-height: 24px;"><p class="MsoNormal" style="line-height: 24px; margin-bottom: 0in;"><span style="font-family: "Cambria",serif; font-size: 14pt; line-height: 28px;">The merchandise on display outside of Altar’d State brings the inside out. Think about it: Shoppers walking by your store may not know about all the cool things you have to offer, so why not give them a taste outside? The tree here is a certainly a shopper stopper. It’s a removable prop; the bird houses hanging from it are repeated in the themed décor inside the store. Walking in there is a feeling of continuity that is carried from the outside, in.</span></p></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div align="center" class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><v:shape id="Picture_x0020_5" o:spid="_x0000_i1057" style="height: 156pt; mso-wrap-style: square; rotation: 90; visibility: visible; width: 208.2pt;" type="#_x0000_t75"><v:imagedata o:title="Anthropologie -- Fabric sale sign" src="file:///C:\Users\BENDER~1\AppData\Local\Temp\msohtmlclip1\01\clip_image002.jpg"></v:imagedata></v:shape></span><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-sa-Ndt7aBVc/Xi8VV4O2cUI/AAAAAAAAKMI/twNjl-3cxxYJ9nQZqpuPCKsy1tcRZXE-wCEwYBhgL/s1600/2.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="434" data-original-width="326" height="640" src="https://1.bp.blogspot.com/-sa-Ndt7aBVc/Xi8VV4O2cUI/AAAAAAAAKMI/twNjl-3cxxYJ9nQZqpuPCKsy1tcRZXE-wCEwYBhgL/s640/2.jpg" width="480" /></a></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">Anthropologie welcomes shoppers with an in your face, double-sided embroidered fabric sale signs. Not the expected sale sign so this one really stands out.</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , serif;"><br /></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-jU1fgluPmNg/Xi8UJvQOCBI/AAAAAAAAKLw/nEev10HfrsswWsJYvLXOT87dDMgtjn4fwCEwYBhgL/s1600/3.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="617" data-original-width="463" height="640" src="https://1.bp.blogspot.com/-jU1fgluPmNg/Xi8UJvQOCBI/AAAAAAAAKLw/nEev10HfrsswWsJYvLXOT87dDMgtjn4fwCEwYBhgL/w480-h640/3.jpg" width="480" /></a></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-zkUHse8MB3w/Xi8WQxyWJWI/AAAAAAAAKMY/f-VvTC8VpIMOy0mdS13oZDM0KW2AAwr4gCLcBGAsYHQ/s1600/Picture2.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="421" data-original-width="316" height="640" src="https://1.bp.blogspot.com/-zkUHse8MB3w/Xi8WQxyWJWI/AAAAAAAAKMY/f-VvTC8VpIMOy0mdS13oZDM0KW2AAwr4gCLcBGAsYHQ/w480-h640/Picture2.jpg" width="480" /></a></div><br /><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-uXuuuGx8nR0/Xi8WQ4PiJiI/AAAAAAAAKMc/WjBTS31UhcsNgfhtk9WiGiXwQeHUiiJSwCLcBGAsYHQ/s1600/Picture3.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="431" data-original-width="302" height="640" src="https://1.bp.blogspot.com/-uXuuuGx8nR0/Xi8WQ4PiJiI/AAAAAAAAKMc/WjBTS31UhcsNgfhtk9WiGiXwQeHUiiJSwCLcBGAsYHQ/w448-h640/Picture3.jpg" width="448" /></a></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , serif;"><br /></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">Anthropologie always does unique things display-wise using props that don’t cost a fortune. These paper floral bundles appear on fixturing and display pieces throughout the sales floor, in just enough places to create a theme. It’s not overpowering but it certainly is effective. We love that each one is accented with happy, little bumblebees.</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"> </span><span style="font-family: "georgia" , serif;"> </span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-4ZtkxUm5NgM/Xi8WkOXiHrI/AAAAAAAAKMo/jTUMzR5Zdvw8nwBIZ8kaQqrSASkHo8mFACLcBGAsYHQ/s1600/Picture4.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="557" data-original-width="419" height="640" src="https://1.bp.blogspot.com/-4ZtkxUm5NgM/Xi8WkOXiHrI/AAAAAAAAKMo/jTUMzR5Zdvw8nwBIZ8kaQqrSASkHo8mFACLcBGAsYHQ/s640/Picture4.jpg" width="480" /></a></div><br /><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;"><span style="line-height: 27px;">Cocoon in Geneva, Illinois uses branches hung from the ceiling both as a focal point and as a means to display small items. How easy is this? All you need is a few branches and the means to hang them.</span><span> </span></span></div><div align="center" class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><v:shape id="Picture_x0020_6" o:spid="_x0000_i1052" style="height: 161.4pt; mso-wrap-style: square; rotation: 90; visibility: visible; width: 215.4pt;" type="#_x0000_t75"><v:imagedata o:title="Anthropologie -- Textile sign" src="file:///C:\Users\BENDER~1\AppData\Local\Temp\msohtmlclip1\01\clip_image007.jpg"></v:imagedata></v:shape></span><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-6QJwyKOYOAs/Xi8XNIhFz4I/AAAAAAAAKM0/Sq35eR7pP7QReZ5U-jpOPwRs_uQiql7rwCLcBGAsYHQ/s1600/Picture5.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="448" data-original-width="336" height="640" src="https://1.bp.blogspot.com/-6QJwyKOYOAs/Xi8XNIhFz4I/AAAAAAAAKM0/Sq35eR7pP7QReZ5U-jpOPwRs_uQiql7rwCLcBGAsYHQ/s640/Picture5.jpg" width="480" /></a></div><br /><div class="MsoNoSpacing" style="line-height: 24px;"><span style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">This “Textile Market” sign at Anthropologie adds a fun flair to the items merchandised below. It takes the shopper away from the “this is a store in a mall” mindset to that of an outdoor marketplace. A sign like this is perfect for a fabric, quilt or even an apparel shop.</span><span style="font-family: georgia, serif;"><o:p></o:p></span></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"> </span><span style="font-family: "georgia" , serif;"> </span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-A_o3104Q980/Xi8XNMyLhXI/AAAAAAAAKM8/fWcFIuIYXUsCrmt9kWWEXMLkdbUE1qVywCEwYBhgL/s1600/Picture6.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="595" data-original-width="446" height="640" src="https://1.bp.blogspot.com/-A_o3104Q980/Xi8XNMyLhXI/AAAAAAAAKM8/fWcFIuIYXUsCrmt9kWWEXMLkdbUE1qVywCEwYBhgL/s640/Picture6.jpg" width="478" /></a></div><div class="separator" style="clear: both; text-align: center;"></div><br /><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">This display at Cocoon works the “power of three”. Eye movement studies indicate that product shown in groups of three encourage eye movement – when your eyes move around a display you take more of it in. Note too, that the tallest lantern is in the center creating a pyramid effect, another visual merchandising trick to help you sell more products.</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><br /></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-33FC-pCwghI/Xi8UPHjwJvI/AAAAAAAAKL0/AXprMSDSIb4sJ7FOX8EqwU9QJxLRpUQ0ACEwYBhgL/s1600/9.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1029" data-original-width="772" height="640" src="https://1.bp.blogspot.com/-33FC-pCwghI/Xi8UPHjwJvI/AAAAAAAAKL0/AXprMSDSIb4sJ7FOX8EqwU9QJxLRpUQ0ACEwYBhgL/s640/9.jpg" width="480" /></a></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium; line-height: 27px;">This display at Pottery Barn also relies on the power of the pyramid to create an interesting presentation of candles that come in five sizes. The pyramid causes the eye to move over the entire assortment.<o:p></o:p></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-ds1Ld8rsAHA/Xi8YCmsVULI/AAAAAAAAKNE/2-Z3PpKMC9ou1vZYWAoJB-GyyCx4B6axACLcBGAsYHQ/s1600/Picture7.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="563" data-original-width="422" height="640" src="https://1.bp.blogspot.com/-ds1Ld8rsAHA/Xi8YCmsVULI/AAAAAAAAKNE/2-Z3PpKMC9ou1vZYWAoJB-GyyCx4B6axACLcBGAsYHQ/s640/Picture7.jpg" width="478" /></a></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><br /></span></div><div align="center" class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><v:shape id="Picture_x0020_35" o:spid="_x0000_i1049" style="height: 202.8pt; mso-wrap-style: square; rotation: 90; visibility: visible; width: 270.6pt;" type="#_x0000_t75"><v:imagedata o:title="Green wall" src="file:///C:\Users\BENDER~1\AppData\Local\Temp\msohtmlclip1\01\clip_image010.jpg"></v:imagedata></v:shape></span><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">Green walls are a hot trend in store and home décor right now. In this example, Crate & Barrel uses a grass turf rug to set a grouping of outdoor furniture apart from the rest of the sales floor. It’s a customer draw because the color combined with decorative lighting is striking. This ain’t your basic Brady Bunch backyard Astro-turf!</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div align="center" class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><v:shape id="Picture_x0020_38" o:spid="_x0000_i1048" style="height: 277.2pt; mso-wrap-style: square; visibility: visible; width: 207.6pt;" type="#_x0000_t75"><v:imagedata o:title="Green wall -- selfie station" src="file:///C:\Users\BENDER~1\AppData\Local\Temp\msohtmlclip1\01\clip_image011.jpg"></v:imagedata></v:shape></span><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="separator" style="clear: both; text-align: center;"></div><div class="MsoNoSpacing" style="line-height: 24px;"><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-ogFXY0RWyXs/Xi8kpIyY8MI/AAAAAAAAKOQ/PySzdrn5u8gJKMNbag-GB2BNmKQuQCoswCLcBGAsYHQ/s1600/Picture16.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="577" data-original-width="434" height="640" src="https://1.bp.blogspot.com/-ogFXY0RWyXs/Xi8kpIyY8MI/AAAAAAAAKOQ/PySzdrn5u8gJKMNbag-GB2BNmKQuQCoswCLcBGAsYHQ/s640/Picture16.jpg" width="480" /></a></div><br /><span style="font-family: georgia; font-size: medium;">The job of this Instagrammable grass turf rug at Aerie might be a place to park your significant other while you shop, or it might be just the place to take a selfie. Add your store's hashtag and you’re good to go.</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><br /></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-jqB-u9hAgjU/Xi8afAUjkSI/AAAAAAAAKNQ/rlMSodPP_EYe67LMjTI9S415kUFlFZkwACLcBGAsYHQ/s1600/Picture9.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="565" data-original-width="423" height="640" src="https://1.bp.blogspot.com/-jqB-u9hAgjU/Xi8afAUjkSI/AAAAAAAAKNQ/rlMSodPP_EYe67LMjTI9S415kUFlFZkwACLcBGAsYHQ/s640/Picture9.jpg" width="478" /></a></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">This one dimensional display of jeans at Lord & Taylor isn’t going to stop traffic, but add the word DENIM spelled out and lit up and the display stands out. Light up letters like this can be found in any big craft store.</span></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , serif;"><br /></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-Mqg7BeZ0ARs/Xi8UA4Qmc8I/AAAAAAAAKL4/sKV0ZuXk4VkE5zImBzV2QRIXNss-RlGqQCEwYBhgL/s1600/14.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="786" data-original-width="590" height="640" src="https://1.bp.blogspot.com/-Mqg7BeZ0ARs/Xi8UA4Qmc8I/AAAAAAAAKL4/sKV0ZuXk4VkE5zImBzV2QRIXNss-RlGqQCEwYBhgL/s640/14.jpg" width="480" /></a></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , serif;"><br /></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">You would think that this product is from a single collection but it’s not. But the grouping of similar patterns and like colors makes it a stand out anyway. Don’t be afraid to mix colors and patterns in your displays – if it looks good to you, it works.</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , serif;"><br /></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-18HEGtaRFJk/Xi8brFHFuhI/AAAAAAAAKNg/yLuXR15ZWZ0TrKAnzWy5xhDsjLX2afMwwCLcBGAsYHQ/s1600/Picture11.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="545" data-original-width="408" height="640" src="https://1.bp.blogspot.com/-18HEGtaRFJk/Xi8brFHFuhI/AAAAAAAAKNg/yLuXR15ZWZ0TrKAnzWy5xhDsjLX2afMwwCLcBGAsYHQ/s640/Picture11.jpg" width="478" /></a></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , serif;"><br /></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">Unusual groupings make solid shopper stoppers, but they can’t be so busy that the shopper is afraid to play with the merchandise. Here, the combination of aluminum, black and white, with hints of blue, make this display a fun treasure hunt. And because all of the items look good together the display encourages multiple sales.</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-kommV7_h9go/Xi8cQw2jEaI/AAAAAAAAKNo/Y8qfJwk5BVAFfQAGNbelXvK0vstbkjD_wCLcBGAsYHQ/s1600/Picture12.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="536" data-original-width="402" height="640" src="https://1.bp.blogspot.com/-kommV7_h9go/Xi8cQw2jEaI/AAAAAAAAKNo/Y8qfJwk5BVAFfQAGNbelXvK0vstbkjD_wCLcBGAsYHQ/s640/Picture12.jpg" width="478" /></a></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><br /></span></div><div align="center" class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><v:shape id="Picture_x0020_13" o:spid="_x0000_i1043" style="height: 193.2pt; mso-wrap-style: square; rotation: 90; visibility: visible; width: 257.4pt;" type="#_x0000_t75"><v:imagedata o:title="Full display & color" src="file:///C:\Users\BENDER~1\AppData\Local\Temp\msohtmlclip1\01\clip_image016.jpg"></v:imagedata></v:shape></span><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">Here’s another example of a coordinated color grouping at Crate & Barrel. The multi-colored dishes in the center anchor the entire display. Notice the candles pyramided in the background.</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="MsoNoSpacing" style="line-height: 24px;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "georgia" , "serif"; line-height: 24px;">IDEAS FROM TRADE SHOWS<o:p></o:p></span></b></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">Vendors booths at trade shows are another good resource for display ideas. These photos from Global Shop - now the <a href="https://retailinnovationconference.com/" target="_blank">Retail Innovation Conference</a> - show how vendor displays attract retailers using the same display techniques you utilize on your sales floor. Bring your camera to the next show you attend and snap away for future reference.</span></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-JoQASZqudEY/Xi8csSkp8CI/AAAAAAAAKNw/JcunVfZa_HkVHIQFXO-UnTnP3Fn_74fsQCEwYBhgL/s1600/Picture13.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="650" data-original-width="488" height="640" src="https://1.bp.blogspot.com/-JoQASZqudEY/Xi8csSkp8CI/AAAAAAAAKNw/JcunVfZa_HkVHIQFXO-UnTnP3Fn_74fsQCEwYBhgL/s640/Picture13.jpg" width="480" /></a></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><br /></span></div><div align="center" class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><v:shape id="Picture_x0020_14" o:spid="_x0000_i1042" style="height: 234pt; mso-wrap-style: square; rotation: 90; visibility: visible; width: 312pt;" type="#_x0000_t75"><v:imagedata o:title="GlobalShop -- Backdrop" src="file:///C:\Users\BENDER~1\AppData\Local\Temp\msohtmlclip1\01\clip_image017.jpg"></v:imagedata></v:shape></span><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">This Kendu Experience booth offered a guided tour of 15+ interactive experiences that featured the latest in-store communication innovations, like the backdrop in the vignette above. It really looked like the mannequin was out for a hike.</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div align="center" class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><v:shape id="Picture_x0020_15" o:spid="_x0000_i1041" style="height: 303pt; mso-wrap-style: square; visibility: visible; width: 227.4pt;" type="#_x0000_t75"><v:imagedata o:title="GlobalShop -- Bicycle" src="file:///C:\Users\BENDER~1\AppData\Local\Temp\msohtmlclip1\01\clip_image018.jpg"></v:imagedata></v:shape></span><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-TtkJ_G-kq4M/Xi8UC36nsBI/AAAAAAAAKLk/Cf1A6zI1D0ICNq-I5pXQ_bMRDxXJGlYTgCEwYBhgL/s1600/18.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="925" data-original-width="694" height="640" src="https://1.bp.blogspot.com/-TtkJ_G-kq4M/Xi8UC36nsBI/AAAAAAAAKLk/Cf1A6zI1D0ICNq-I5pXQ_bMRDxXJGlYTgCEwYBhgL/s640/18.jpg" width="480" /></a></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><br /></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">This faux brick wall in the Kendu Experience vignette is definitely a shopper stopper, but we were intrigued by the use of a bicycle as a fixture. Can you imagine what you could do on your sales floor with an old bicycle? Maybe one in 1950s ice cream colors? And how cool would that 50s bike look outside your front door with a sign hanging on it?</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div align="center" class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><v:shape id="Picture_x0020_17" o:spid="_x0000_i1040" style="height: 300.6pt; mso-wrap-style: square; visibility: visible; width: 259.8pt;" type="#_x0000_t75"><v:imagedata o:title="GlobalShop -- ColorX -- 1" src="file:///C:\Users\BENDER~1\AppData\Local\Temp\msohtmlclip1\01\clip_image019.jpg"></v:imagedata></v:shape></span><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-uDcBSoSSOfA/Xi8UDneesrI/AAAAAAAAKL4/Z_-HQwd1CocU-zya4D4ePIKCnqUcf3coQCEwYBhgL/s1600/19.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="919" data-original-width="793" height="640" src="https://1.bp.blogspot.com/-uDcBSoSSOfA/Xi8UDneesrI/AAAAAAAAKL4/Z_-HQwd1CocU-zya4D4ePIKCnqUcf3coQCEwYBhgL/s640/19.jpg" width="552" /></a></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><br /></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">Color X featured inexpensive recyclable, sustainable, and fireproof paper props that can be used as backdrops, to add color and interest to the sales floor, in windows, to wrap fixtures in color, and to create pop-up shops. Perhaps you’ve been kicking around doing a specialty grouping or pop-up shop on your sales floor? Paper props can help you set the stage.</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div align="center" class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><v:shape id="Picture_x0020_18" o:spid="_x0000_i1039" style="height: 199.2pt; mso-wrap-style: square; rotation: 90; visibility: visible; width: 265.8pt;" type="#_x0000_t75"><v:imagedata o:title="GlobalShop -- Summer" src="file:///C:\Users\BENDER~1\AppData\Local\Temp\msohtmlclip1\01\clip_image020.jpg"></v:imagedata></v:shape></span><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-_wJ2sis27B8/Xi8dW5AXTxI/AAAAAAAAKN8/XWLrxqPIdIYT6GfIvF91Wxw6X4PMAPsAgCLcBGAsYHQ/s1600/Picture14.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="553" data-original-width="415" height="640" src="https://1.bp.blogspot.com/-_wJ2sis27B8/Xi8dW5AXTxI/AAAAAAAAKN8/XWLrxqPIdIYT6GfIvF91Wxw6X4PMAPsAgCLcBGAsYHQ/s640/Picture14.jpg" width="480" /></a></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><br /></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">Think big! Letters like this can be used in a number of ways to create interest in your windows and as props throughout the store.</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"> </span><span style="font-family: "georgia" , serif;"> </span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-DUcsM83VMvs/Xi8d24Qrz2I/AAAAAAAAKOE/FltFeGECcTElMDPEcJN7wJa-CNqqvXEzgCEwYBhgL/s1600/Picture15.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="663" data-original-width="496" height="640" src="https://1.bp.blogspot.com/-DUcsM83VMvs/Xi8d24Qrz2I/AAAAAAAAKOE/FltFeGECcTElMDPEcJN7wJa-CNqqvXEzgCEwYBhgL/s640/Picture15.jpg" width="478" /></a></div><div class="separator" style="clear: both; text-align: center;"></div><br /><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">Simple was highlighted in the Alpha booth where signing read, “Simple is the new special. Make your product the hero with understated displays.” This is a trend we have seen for years in upscale and designer shops, but it’s starting to catch on in all sorts of stores. Minimal displays highlight the product and stops shoppers because it’s unexpected.</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;"><br /></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: georgia; font-size: medium; line-height: 27px;">EYE ON SIGNING<o:p></o:p></span></b></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;"><br /></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium; line-height: 27px;">One of the things that always stand out during our store visits is the misuse – or lack – of store signing. When used correctly, signs can have a significant impact on sales.<o:p></o:p></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;"><br /></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium; line-height: 27px;">On your sales floor you definitely need plenty of signs set at eye level to help customers make informed buying decisions. Eye level aka buy level is around 5’4” from the floor – the height of the average American woman.<o:p></o:p></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;"><br /></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium; line-height: 27px;">Story Teller signs rely on verbs to engage shoppers, as in <i style="mso-bidi-font-style: normal;">“Imagine how great this quilted runner will look on your holiday table!”</i> Product Seller signing is important as well because it highlights a product’s important features. Point-of purchase materials provided by vendors should also be displayed at eye level.<o:p></o:p></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;"><br /></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium; line-height: 27px;">Display your signs in professional sign holders that are available from any store fixture company, or try plexiglass photo frames that are available in all sizes at craft stores. Create a template on your computer that you can use over and over. Include your store name or web address in a smaller font across the bottom of each sign, and print your signs on quality cardstock.<o:p></o:p></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div align="center" class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><v:shape id="Picture_x0020_16" o:spid="_x0000_i1037" style="height: 310.2pt; mso-wrap-style: square; visibility: visible; width: 232.8pt;" type="#_x0000_t75"><v:imagedata o:title="Anthropologie -- Sign with branding" src="file:///C:\Users\BENDER~1\AppData\Local\Temp\msohtmlclip1\01\clip_image022.jpg"></v:imagedata></v:shape></span><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-d0aHtQ8WJ2U/Xi8UFRKxO7I/AAAAAAAAKL0/dekEDLK2F0kQXYSI5Apq8YaZEd2gtVDTwCEwYBhgL/s1600/22.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="948" data-original-width="711" height="640" src="https://1.bp.blogspot.com/-d0aHtQ8WJ2U/Xi8UFRKxO7I/AAAAAAAAKL0/dekEDLK2F0kQXYSI5Apq8YaZEd2gtVDTwCEwYBhgL/s640/22.jpg" width="480" /></a></div><div class="separator" style="clear: both; text-align: center;"></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><br /></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">This easel-backed sign at Anthropologie carries the theme of the current seasonal décor. The border on the sign caught our interest and brought us in for a closer look, but the fine print is too small for anyone to easily read. Remember the rule: Take the average age of your oldest customers and divide it in half – that’s the smallest size font you can use on your signs. Play it safe and never use anything smaller than a 30 pt. in your store signing.</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-Ia5WRuyUeck/Xi8UF2XIPKI/AAAAAAAAKLw/CbU0X9EDMrg3PpeZYFdVgXi7hbJRJrk_wCEwYBhgL/s1600/23.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="899" data-original-width="674" height="640" src="https://1.bp.blogspot.com/-Ia5WRuyUeck/Xi8UF2XIPKI/AAAAAAAAKLw/CbU0X9EDMrg3PpeZYFdVgXi7hbJRJrk_wCEwYBhgL/s640/23.jpg" width="478" /></a></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><br /></span></div><div align="center" class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><v:shape id="Picture_x0020_21" o:spid="_x0000_i1036" style="height: 294pt; mso-wrap-style: square; visibility: visible; width: 220.8pt;" type="#_x0000_t75"><v:imagedata o:title="Crate & Barrel -- Gifts we love" src="file:///C:\Users\BENDER~1\AppData\Local\Temp\msohtmlclip1\01\clip_image023.jpg"></v:imagedata></v:shape></span><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">This generic “Gifts we love” display was a shopper stopper at Crate & Barrel, but on your sales floor it could be brilliant. Shoppers have a different connection with independent retailers – they want to know what you like and recommend. A “Gifts we love” table in your store, especially at busy times of the year, is a no-brainer.</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><br /></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-kALQaJmE4Zo/Xi8UGXpOPSI/AAAAAAAAKL0/GWVtX2VClIUW5D1JWeKNGHTKDzkGzXYawCEwYBhgL/s1600/24.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="875" data-original-width="656" height="640" src="https://1.bp.blogspot.com/-kALQaJmE4Zo/Xi8UGXpOPSI/AAAAAAAAKL0/GWVtX2VClIUW5D1JWeKNGHTKDzkGzXYawCEwYBhgL/s640/24.jpg" width="478" /></a></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div align="center" class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><v:shape id="Picture_x0020_22" o:spid="_x0000_i1035" style="height: 286.2pt; mso-wrap-style: square; visibility: visible; width: 214.8pt;" type="#_x0000_t75"><v:imagedata o:title="Crate & Barrel -- Services" src="file:///C:\Users\BENDER~1\AppData\Local\Temp\msohtmlclip1\01\clip_image024.jpg"></v:imagedata></v:shape></span><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">This little sign at Crate & Barrel was only about 4”x4” but it made a big impact. We saw it affixed to the front door and on displays throughout the store. You offer expert advice, personal solutions, inspired designs, and more. Customers won’t know about your services unless you tell them.</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"> </span><span style="font-family: "georgia" , serif;"> </span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-7k3C9_FJNWs/Xi8UHHBuhtI/AAAAAAAAKLg/LgLl8i_57Mkl9EkRGv_mGL_LoNJhbXLcQCEwYBhgL/s1600/25.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="913" data-original-width="684" height="640" src="https://1.bp.blogspot.com/-7k3C9_FJNWs/Xi8UHHBuhtI/AAAAAAAAKLg/LgLl8i_57Mkl9EkRGv_mGL_LoNJhbXLcQCEwYBhgL/s640/25.jpg" width="478" /></a></div><br /><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">One more from Crate & Barrel. See that sign at the top right of the display? It appears to be floating in air because it’s hung with fishing line. This is a good way to add signing without taking up precious display space. The signs located at the center of the display are Product Sellers that list the important features of the coffee makers.</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"> </span><span style="font-family: "georgia" , serif;"> </span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-NJsp2pZ5xY4/Xi8UHScNANI/AAAAAAAAKL0/ncS709sUmlEkU_fBs_m4lie4erfbW7JzgCEwYBhgL/s1600/26.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="871" data-original-width="653" height="640" src="https://1.bp.blogspot.com/-NJsp2pZ5xY4/Xi8UHScNANI/AAAAAAAAKL0/ncS709sUmlEkU_fBs_m4lie4erfbW7JzgCEwYBhgL/s640/26.jpg" width="478" /></a></div><br /><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">Pepper your displays with signs that include QR codes and take shoppers directly to your website or social media for more information. QR Codes are scannable images that can instantly be read using an app on a smartphone camera. The information stored on it is up to you, think project supplies lists, how-to videos, or more information about a particular product.</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;"><br /></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: large; line-height: 27px;"><a href="https://www.canva.com/qr-code-generator/" target="_blank">Canva's QR code generator</a> makes it easy to create and download your own QR codes for free. Here's how to use it:</span><span style="font-family: georgia; font-size: large;"> </span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span><p class="MsoNormal" style="line-height: 24px; margin-bottom: 0in;"><span style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">1. Go to canva.com and sign up for a free account.<o:p></o:p></span></span></p><p class="MsoNormal" style="line-height: 24px; margin-bottom: 0in;"><span style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">2. Find the "Create a design" button and click on it.<o:p></o:p></span></span></p><p class="MsoNormal" style="line-height: 24px; margin-bottom: 0in;"><span style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">3. A new window will open up with various design templates - scroll down until you see the "QR code" option and select it.<o:p></o:p></span></span></p><p class="MsoNormal" style="line-height: 24px; margin-bottom: 0in;"><span style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">4. Enter the URL or text that you want to encode in your QR code, then click on the "Generate" button.<o:p></o:p></span></span></p><p class="MsoNormal" style="line-height: 24px; margin-bottom: 0in;"><span style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">5. Your QR code will be generated - you can then download it or share it directly from within Canva.</span></span></p></span></div><div align="center" class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><v:shape id="Picture_x0020_24" o:spid="_x0000_i1032" style="height: 307.8pt; mso-wrap-style: square; visibility: visible; width: 231pt;" type="#_x0000_t75"><v:imagedata o:title="Easel sign -- 1" src="file:///C:\Users\BENDER~1\AppData\Local\Temp\msohtmlclip1\01\clip_image027.jpg"></v:imagedata></v:shape></span><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><br /></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-goNW3Z0gkmo/Xi8UID2asbI/AAAAAAAAKL0/yJ11uMlbMFEFUioP_yUA1inTbfwu4iIQwCEwYBhgL/s1600/27.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="941" data-original-width="705" height="640" src="https://1.bp.blogspot.com/-goNW3Z0gkmo/Xi8UID2asbI/AAAAAAAAKL0/yJ11uMlbMFEFUioP_yUA1inTbfwu4iIQwCEwYBhgL/s640/27.jpg" width="478" /></a></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><br /></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">Easel signs are hot right now; they’re great because of their flexibility and ability to exercise your creativity. A colorful easel sign has the ability to stop shoppers and draw them into your store. Easels aren’t for boring information – have fun with what you write.</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div align="center" class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><v:shape id="Picture_x0020_40" o:spid="_x0000_i1031" style="height: 244.8pt; mso-wrap-style: square; visibility: visible; width: 183.6pt;" type="#_x0000_t75"><v:imagedata o:title="Number 1 store" src="file:///C:\Users\BENDER~1\AppData\Local\Temp\msohtmlclip1\01\clip_image028.jpg"></v:imagedata></v:shape></span><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-PnMNy5UICl0/Xi8UItsRNMI/AAAAAAAAKLk/Y5Q4eouMt8AMRnodzLoAeez3HqV3Sn_YACEwYBhgL/s1600/28.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="749" data-original-width="562" height="640" src="https://1.bp.blogspot.com/-PnMNy5UICl0/Xi8UItsRNMI/AAAAAAAAKLk/Y5Q4eouMt8AMRnodzLoAeez3HqV3Sn_YACEwYBhgL/s640/28.jpg" width="480" /></a></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><br /></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;"><span>Toot your own horn because no one else is going to do it</span><span> for you. Don’t be afraid to tell the world how good you are. Was this the number one store in Nashville? Who knows and who cares? But this clever sign on a busy street full of indie retailers was enough to get us in the door.</span></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-PLq5ALBukls/Xi8UJIvC0RI/AAAAAAAAKLo/nNtrdPNrVUQ9aZ5DoAsMcPMb4ENfI9rcwCEwYBhgL/s1600/29.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="543" data-original-width="724" height="480" src="https://1.bp.blogspot.com/-PLq5ALBukls/Xi8UJIvC0RI/AAAAAAAAKLo/nNtrdPNrVUQ9aZ5DoAsMcPMb4ENfI9rcwCEwYBhgL/s640/29.jpg" width="640" /></a></div><br /><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-erMdPqt3qZE/Xi8UKAtFT7I/AAAAAAAAKLk/LhxVUCyEsNwuzoX5rbroWDJVL6iJuJiIACEwYBhgL/s1600/30.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="694" data-original-width="520" height="640" src="https://1.bp.blogspot.com/-erMdPqt3qZE/Xi8UKAtFT7I/AAAAAAAAKLk/LhxVUCyEsNwuzoX5rbroWDJVL6iJuJiIACEwYBhgL/s640/30.jpg" width="478" /></a></div><div align="center" class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><span style="mso-spacerun: yes;"> </span><v:shape id="Picture_x0020_25" o:spid="_x0000_i1029" style="height: 180pt; mso-wrap-style: square; visibility: visible; width: 170.4pt;" type="#_x0000_t75"><v:imagedata croptop="13597f" o:title="Food is Good -- 2" src="file:///C:\Users\BENDER~1\AppData\Local\Temp\msohtmlclip1\01\clip_image030.jpg"></v:imagedata></v:shape></span><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;"><span>You know our in-store events motto, right? <i>Food is Good.</i> The owners at Mitchell Gold + Bob Williams Home Furnishings echo that sentiment with “We never miss a meal (or a snack)”. When you feed people they tend to stay longer and spend more money while they’re there. The credenza and art pictured above it are for sale; the snacks are complimentary. Read the sign, it’s perfect.</span><span> </span></span></div><div align="center" class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><v:shape id="Picture_x0020_27" o:spid="_x0000_i1028" style="height: 264pt; mso-wrap-style: square; visibility: visible; width: 198pt;" type="#_x0000_t75"><v:imagedata o:title="Mailing list sign" src="file:///C:\Users\BENDER~1\AppData\Local\Temp\msohtmlclip1\01\clip_image031.jpg"></v:imagedata></v:shape></span><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-fQ0Nl_GrPNU/Xi8UKtUggHI/AAAAAAAAKL0/37v-O3g2J1cC2nX3UvpLnSj8JrjhxmPAACEwYBhgL/s1600/31.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="807" data-original-width="605" height="640" src="https://1.bp.blogspot.com/-fQ0Nl_GrPNU/Xi8UKtUggHI/AAAAAAAAKL0/37v-O3g2J1cC2nX3UvpLnSj8JrjhxmPAACEwYBhgL/s640/31.jpg" width="478" /></a></div><br /><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">Email is still the most cost effective way to connect with customers, and Michaels knows how important it is to get their email addresses. This sign located at each check out got our attention all right. We like how it lists what’s in it for the shopper – the 20% off sweetens the pot, but you don’t have to go that far if you don’t want to. The word “exclusive” is enough to get a shoppers excited.</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div align="center" class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><v:shape id="Picture_x0020_36" o:spid="_x0000_i1027" style="height: 296.4pt; mso-wrap-style: square; visibility: visible; width: 222pt;" type="#_x0000_t75"><v:imagedata o:title="Social Media signs on front door" src="file:///C:\Users\BENDER~1\AppData\Local\Temp\msohtmlclip1\01\clip_image032.jpg"></v:imagedata></v:shape></span><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-p3VT-qRxu_k/Xi8ULJk9wFI/AAAAAAAAKL4/hfowT02aQps6PNL2kv7kmm_PIeaG1FEWgCEwYBhgL/s1600/32.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="906" data-original-width="679" height="640" src="https://1.bp.blogspot.com/-p3VT-qRxu_k/Xi8ULJk9wFI/AAAAAAAAKL4/hfowT02aQps6PNL2kv7kmm_PIeaG1FEWgCEwYBhgL/s640/32.jpg" width="478" /></a></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><br /></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">If you want customers to hang out with you on social medias, you need to let them know where they can find you. And make it easy. This door sign is too large but the info on it is just right. The sign doesn’t merely read “Follow us” it lists the store’s @ info as well.</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div align="center" class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><v:shape id="Picture_x0020_29" o:spid="_x0000_i1026" style="height: 280.2pt; mso-wrap-style: square; visibility: visible; width: 210pt;" type="#_x0000_t75"><v:imagedata o:title="Peaceful Parlor -- Impulse at checkout" src="file:///C:\Users\BENDER~1\AppData\Local\Temp\msohtmlclip1\01\clip_image033.jpg"></v:imagedata></v:shape></span><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-6Fyq8iyl2Vc/Xi8ULjpZDzI/AAAAAAAAKLw/JJiZnfgRjOchNufeiCfsYhWev4HlEcsqwCEwYBhgL/s1600/33.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="856" data-original-width="642" height="640" src="https://1.bp.blogspot.com/-6Fyq8iyl2Vc/Xi8ULjpZDzI/AAAAAAAAKLw/JJiZnfgRjOchNufeiCfsYhWev4HlEcsqwCEwYBhgL/s640/33.jpg" width="480" /></a></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><br /></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">Peaceful Parlour in Geneva, Illinois turned the dead space under its cashwrap into a space to share information about specials and upcoming events. Every time we visit this store we see almost every shopper stop to read the cashwrap. We always read it, too!</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div align="center" class="MsoNoSpacing" style="line-height: 24px; text-align: center;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"><v:shape id="Picture_x0020_37" o:spid="_x0000_i1025" style="height: 339pt; mso-wrap-style: square; visibility: visible; width: 254.4pt;" type="#_x0000_t75"><v:imagedata o:title="Sign pollution" src="file:///C:\Users\BENDER~1\AppData\Local\Temp\msohtmlclip1\01\clip_image034.jpg"></v:imagedata></v:shape></span><span style="font-family: "georgia" , "serif"; line-height: 24px;"><o:p></o:p></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-zuc-j0_ST8M/Xi8UMIX4iPI/AAAAAAAAKLk/q5cFaBb8Yrc_xIwUGL8a_j_xJ_XRx_hKQCEwYBhgL/s1600/34.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1037" data-original-width="778" height="640" src="https://1.bp.blogspot.com/-zuc-j0_ST8M/Xi8UMIX4iPI/AAAAAAAAKLk/q5cFaBb8Yrc_xIwUGL8a_j_xJ_XRx_hKQCEwYBhgL/s640/34.jpg" width="480" /></a></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;">Look up for a solid example of sign pollution. This store gets a pass here because the store is closing, and that wall of yellow, black and red is supposed to get your attention. It definitely does. But in every other situation, the only thing this many signs will stop a shopper from doing is staying in the store.</span></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;"><br /></span></div><div class="MsoNoSpacing" style="line-height: 24px;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: georgia; font-size: medium; line-height: 27px;">What’s next?<o:p></o:p></span></b></div><div class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;"><br /></span></div><div align="left" class="MsoNormal" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;"><span style="line-height: 27px;">We began this article with a stat from a <a href="https://www.salesforce.com/blog/2019/04/customer-retail-statistics.html" target="_blank">Salesforce</a> survey </span><span style="line-height: 27px;">so let’s end with one, too: Brick and mortar stores remain the preferred purchase destination for every age group. Yes, you read that correctly, every generation, no matter what their age, still prefers to shop in a physical store.<o:p></o:p></span></span></div><div align="left" class="MsoNormal" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium;"><br /></span></div><div align="left" class="MsoNormal" style="line-height: 24px;"><span style="font-family: georgia; font-size: medium; line-height: 27px;">But your store has to be worth the trip – and a repeat visit. Choosing the right mix of basic and fashion items, combined with accessories and fun impulse products is essential. Merging these categories together in irresistible displays – shopper stoppers – is what it’s all about. In a competitive retail world repetition is the kiss of death.</span></div><div align="left" class="MsoNormal" style="line-height: 24px;"><span style="font-family: "georgia" , "serif"; line-height: 24px;"> </span><span style="font-family: "georgia" , serif;"> </span></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="MsoNoSpacing" style="line-height: 24px;"><br /></div><div class="MsoNormal" style="line-height: 24px; text-align: center;"><span style="font-family: georgia, serif; font-size: small;">COPYRIGHT</span><span style="font-family: georgia, serif; font-size: small;"> </span><a href="http://www.kizerandbender.com/" style="font-family: georgia, serif; font-size: small;">KIZER & BENDER</a><span style="font-family: georgia, serif; font-size: small;">| ALL RIGHTS RESERVED |</span><span style="font-family: georgia, serif; font-size: small;"> </span><a href="http://www.retailadventuresblog.com/" style="font-family: georgia, serif; font-size: small;">Retail Adventures Blog</a></div><div><span style="font-family: "georgia" , serif;"><br /></span></div>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-13835976674385175282022-09-27T18:19:00.001-05:002022-09-27T18:20:52.711-05:00Retail Adventures Podcast with KIZER & BENDER & BAUM & SEA & SCOTT: What's Happening at Retail September 2022<p> </p><div class="separator" style="clear: both; text-align: center;"><a href="https://vimeo.com/754342128" style="margin-left: 1em; margin-right: 1em;" target="_blank"><img border="0" data-original-height="582" data-original-width="1030" height="362" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjP766Ozlcknik1jrM8vC_9aNhmq4pzS9ppwpxJH4ajpfQbyOmcFEs3w1p1d7DPfW2pUbGM5S3KbRzdSKQESIqC_cdYD5lgWL4lsfc30La_XFbDbMQfUlsJe5ijZrhhv_goTLNE9QY6JW1Z-lCc-fvPJJSRrszl2KIumnhHytBmJ_5sCLXllQ/w640-h362/RA%20--%20September%202022.png" width="640" /></a></div><br /><p></p><p style="text-align: center;"><span style="font-family: georgia; font-size: medium;">Click <a href="https://vimeo.com/754342128" target="_blank">HERE</a> or on the photo above to watch the video!</span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: Georgia, serif; line-height: 150%;"><span style="font-size: medium;">Five retail enthusiasts, three continents, one podcast.
We've never been in the same place at the same time, until now! Yes, that's Ian (UK)
and Jeremey (Singapore) sitting together in Ian's London office.</span></span></p><p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: Georgia, serif; line-height: 150%;"><span style="font-size: medium;">During this
episode we talk about toy stores and technology, store layout and design, Ian's
recent Retail Safaris and his Paris adventures, Jeremey's many travels, and
more!</span><span style="font-size: 16pt;"><o:p></o:p></span></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: georgia; font-size: medium;">Follow our individual Retail Adventures on LinkedIn:</span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: georgia; font-size: medium;"><a href="https://www.linkedin.com/in/georgannebender/" target="_blank">Georganne Bender</a>, <a href="https://www.linkedin.com/in/richkizer/" target="_blank">Rich Kizer</a>, <a href="https://www.linkedin.com/in/jasonebaum/">Jason Baum</a>, <a href="https://www.linkedin.com/in/jeremeysea/" target="_blank">Jeremey Sea</a> and <a href="https://www.linkedin.com/in/ian-scott-0534694/" target="_blank">Ian Scott</a>.</span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: Georgia, serif;"><br /></span></p><br /><p></p>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-19204507863808125762022-09-03T22:13:00.002-05:002022-09-03T22:14:10.538-05:00How to Shop Your Competition<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGqzbv17zd2PcyJmoQtDY6W9cC3RebRzW2dSuX7sinGqlDWUzU6DQ0JuRYV_KxKUzs7BO1vARTrdFSaY9OUYbopSuHhHI_jStlTv-ST81hWJzWMfOH6iWVR-1Nkx4yeOlNuWlXHAYLPPP6a6iNyPViCIttpyLi6ZrFneuH2R3fZODIMfKfSg/s2048/AdobeStock_130245892%20(1).jpeg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1365" data-original-width="2048" height="426" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGqzbv17zd2PcyJmoQtDY6W9cC3RebRzW2dSuX7sinGqlDWUzU6DQ0JuRYV_KxKUzs7BO1vARTrdFSaY9OUYbopSuHhHI_jStlTv-ST81hWJzWMfOH6iWVR-1Nkx4yeOlNuWlXHAYLPPP6a6iNyPViCIttpyLi6ZrFneuH2R3fZODIMfKfSg/w640-h426/AdobeStock_130245892%20(1).jpeg" width="640" /></a></div><br /><p></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";">How
often do you mystery shop your competition – in person, online and on social
medias? Monthly, yearly? Never? Shopping your competition is an exercise that
needs to happen at least once a quarter. Here’s what to do:</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"><span style="mso-tab-count: 1;">1. </span>Make
a list of everything you need to know about each competitor. </span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";">When
we mystery shop we carefully examine the operational categories in the store,
and then rate each one on a scale of 1 to 10. It’s an opinion, but it’s a good
one. Yours will be, too.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"><span style="mso-tab-count: 1;">2. </span>Begin
by determining where you stand in your marketplace.</span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";">
Send someone you trust to a public place near your store to ask people if they
can recommend a good art supply store. If your store is mentioned first, you
have built <b style="mso-bidi-font-weight: normal;">Top Of The Mind Awareness</b>
– good job! If you are not mentioned first, or worse, not at all, you have some
work to do to build local word of mouth.</span><span style="font-family: Georgia, serif; font-size: 14pt; text-align: justify;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"><span style="mso-tab-count: 1;">3. </span>Ask
a friend to mystery shop your store. </span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";">Your perception of how you are doing
could be tremendously different from the customers’ perception. We did this
exercise with a retailer who thought his store the best, so we took him to
visit a new competitor’s store, and then came back to do the same exercise in
his store. It was an eye opener; he realized how much work he had to do to
bring his store up to speed. Ask a trusted friend who can be objective to shop in
your store and report back about her experience.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"><span style="mso-tab-count: 1;">4. </span>You
don’t have to do it all by yourself.</span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"> If you are uncomfortable or may be
recognized, send a store associate, friend or family member. Try to stop in
occasionally just to say hello, and casually look around while you are there.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";">Try
our <i style="mso-bidi-font-style: normal;">“How Did It Feel</i>’ exercise: Have
your associates visit the competition posing as typical customers, going through
all of the steps outlined in this article. When the associates return, ask them
to document their visits, breaking down everything they experienced in each
area of the store. After each comment ask, <i style="mso-bidi-font-style: normal;">“How
did it feel?”</i> You’ll learn what that competitor did well and where they
fell down. Compare those findings with what happens in your store.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"><span style="mso-tab-count: 1;">5. </span>Note
your first impression.</span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"> Is the competitor’s store interesting from
the minute you approach it? How are the store windows? Shoppers access your
window displays in eight seconds or less, so they can’t be too elaborate. Once
inside, the average shopper makes a value judgement about a store – good or bad
– in just 10 seconds or less: What vibe does the store give? What happens just
beyond the Decompression Zone, the first 5 to 10 feet inside the front door?</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"><span style="mso-tab-count: 1;">6. </span>Analyze
the customer flow.</span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"> Does the sales floor layout create and control how customer
traffic flows through the store? A retail study found that 50 percent of
shoppers never see the entire sales floor. Does this competitor easily move
shoppers from department to department?</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"><span style="mso-tab-count: 1;">7. </span>Rate
the in-store experience.</span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"> Is it a fun place to shop or merely a place
to buy “stuff”? Do customers linger or get in and out? Stop in each important
area of the sales floor and watch shoppers, trying to see the merchandising and
customer service through their eyes. Watch how shoppers enter the store, which
way they go and why, plus what they look at, how long they linger in specific
areas, along with what they buy and return.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; margin-top: 0in; mso-add-space: auto; mso-margin-bottom-alt: 10.0pt; mso-margin-top-alt: 0in; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: Wingdings; font-size: 14pt; line-height: 150%; mso-ascii-font-family: Georgia; mso-bidi-font-family: "Times New Roman"; mso-char-type: symbol; mso-fareast-font-family: "Arial Narrow"; mso-hansi-font-family: Georgia; mso-symbol-font-family: Wingdings;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;"><br /></span></span></b></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; margin-top: 0in; mso-add-space: auto; mso-margin-bottom-alt: 10.0pt; mso-margin-top-alt: 0in; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"><span style="mso-tab-count: 1;">8. </span>Rate
the overall appearance of sales floor.</span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"> Does it motivate shoppers to buy? What
do they do to highlight important product? Is the merchandise fresh or dated?
Is the sales floor neat and clean? Are displays well maintained and dust free?
Are they unique?</span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; margin-top: 0in; mso-add-space: auto; mso-margin-bottom-alt: 10.0pt; mso-margin-top-alt: 0in; text-align: justify;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"><br /></span></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; margin-top: 0in; mso-add-space: auto; mso-margin-bottom-alt: 10.0pt; mso-margin-top-alt: 0in; text-align: justify;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";">Is cash wrap organized and merchandised
with impulse items? Is it clutter free? Where are important basics and hot
sellers located on the sales floor? Are displays merchandised as a destination
product (think milk and eggs in a grocery store) or as impulse purchases? Are
the displays clearly signed and is the merchandise clearly and competitively priced?
Don’t forget to visit service areas, classrooms, and rest rooms, too.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: Wingdings; font-size: 14pt; line-height: 150%; mso-ascii-font-family: Georgia; mso-bidi-font-family: "Times New Roman"; mso-char-type: symbol; mso-fareast-font-family: "Arial Narrow"; mso-hansi-font-family: Georgia; mso-symbol-font-family: Wingdings;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">o</span></span></b><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"><span style="mso-tab-count: 1;"> </span>How
does the retailer differentiate between full price and markdown merchandise? </span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";">Where
and how is reduced and clearance product merchandised: in its regular
department or in a special clearance area?</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; margin-top: 0in; mso-add-space: auto; mso-margin-bottom-alt: 10.0pt; mso-margin-top-alt: 0in; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: Wingdings; font-size: 14pt; line-height: 150%; mso-ascii-font-family: Georgia; mso-bidi-font-family: "Times New Roman"; mso-char-type: symbol; mso-fareast-font-family: "Arial Narrow"; mso-hansi-font-family: Georgia; mso-symbol-font-family: Wingdings;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;"><br /></span></span></b></p><p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; margin-top: 0in; mso-add-space: auto; mso-margin-bottom-alt: 10.0pt; mso-margin-top-alt: 0in; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: Wingdings; font-size: 14pt; line-height: 150%; mso-ascii-font-family: Georgia; mso-bidi-font-family: "Times New Roman"; mso-char-type: symbol; mso-fareast-font-family: "Arial Narrow"; mso-hansi-font-family: Georgia; mso-symbol-font-family: Wingdings;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">o</span></span></b><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"><span style="mso-tab-count: 1;"> </span>Does
the store have a signing program?</span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"> Is it effective? Does it reinforce the
overall feeling of the store’s brand? Are signs well-placed and legible? Is
there a standard format or are they handwritten and taped to fixtures?</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: Wingdings; font-size: 14pt; line-height: 150%; mso-ascii-font-family: Georgia; mso-bidi-font-family: "Times New Roman"; mso-char-type: symbol; mso-fareast-font-family: "Arial Narrow"; mso-hansi-font-family: Georgia; mso-symbol-font-family: Wingdings;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">o</span></span></b><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"><span style="mso-tab-count: 1;"> </span>What’s
the pricing perception compared to yours?</span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"> Is the retailer trying
to convey an upscale, high level of quality service combined with a unique
experience, or as a discount merchant with little apparent visual
merchandising?</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"><span style="mso-tab-count: 1;">9. </span>Are
the associates attentive to shopper needs?</span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"> Is there adequate
coverage and people available to help with difficult customer questions? Put
the store associates through their paces to find out if they possess
specialized skills and strong product knowledge. Do they focus on customers or sales
floor maintenance?</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"><span style="mso-tab-count: 1;">10. </span>Check
out each competitor’s Yelp business page weekly</span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";">.
Review yours, too. Think you don’t have a Yelp page? You may have one even if
you didn’t set it up. If a customer decides to review your store that review
will create a page for you. Claim it, and review it to see what is being said.
Fill in all the areas, add photos, respond to comments – good and bad – and
then monitor it weekly. Daily, if you are getting lots of reviews. And don’t
worry about cost; it’s free.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"><span style="mso-tab-count: 1;">11. </span>Monitor
the ZMOTs (Zero Moments of Truths) that happen online before shoppers choose to
visit your store.</span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"> <a href="https://www.google.com/alerts" target="_blank">Google Alerts</a> are still important but you’ll also want to set up
free accounts with <a href="http://www.Mention.com" target="_blank">Mention</a> to and <a href="http://www.talkwalker.com" target="_blank">TalkWalker</a> to learn what’s being said
about your store online. Each of these sites will email you a link each time
you are mentioned that will take you directly to that website. We have alerts
set up for ourselves, our company, and each company/competitor we want to
monitor.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 16pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 14.0pt; mso-fareast-font-family: "Arial Narrow";">Let’s
review!</span></b><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: Wingdings; font-size: 14pt; line-height: 150%; mso-ascii-font-family: Georgia; mso-bidi-font-family: "Times New Roman"; mso-char-type: symbol; mso-fareast-font-family: "Arial Narrow"; mso-hansi-font-family: Georgia; mso-symbol-font-family: Wingdings;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">o</span></span></b><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"><span style="mso-tab-count: 1;"> </span>Review the 1 to 10 grades you gave the competition</span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";">
in each of the above categories, and then compare your store to each competitor
to determine where and what you need to change.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";">Now,
review each associates <i style="mso-bidi-font-style: normal;">“How Did It Feel?”</i>
exercise findings and merge your experience with what the associates’ experienced.
What you saw and felt will likely be very different from your teams – that’s a
good thing.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: Wingdings; font-size: 14pt; line-height: 150%; mso-ascii-font-family: Georgia; mso-bidi-font-family: "Times New Roman"; mso-char-type: symbol; mso-fareast-font-family: "Arial Narrow"; mso-hansi-font-family: Georgia; mso-symbol-font-family: Wingdings;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">o</span></span></b><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"><span style="mso-tab-count: 1;"> </span>Create a Hit List.</span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"> You have now established a list of things you need to change
and improve. Make a list and make changes to your store accordingly, checking
them off the list as you go.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";">Sam
Walton was famous for spending quality time in every kind of retail
establishment you can imagine; he believed that he could find at least one even
in the schlockiest joints. Sam also believed that to succeed in retail you have
to change all the time. What one idea can you take from each mystery shopping
experience and apply to your store?</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; text-align: justify;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">Keep on
top of every retail trend, industry update, and competitor.<span style="mso-spacerun: yes;"> </span>Someday, you could find yourself in a serious
competitive battle with a store you thought was totally out of your league.
Commit to shopping your competition, and regardless of what you find vow to try
it, fix it, change it – do it!<o:p></o:p></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"><o:p> </o:p></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"><o:p> </o:p></span></p>
<p align="center" class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: center;"><span style="font-family: Georgia, serif; line-height: 150%;"><span style="font-size: x-small;"><a href="http://www.kizerandbender.com" target="_blank">KIZER & BENDER</a> | ALL RIGHTS RESERVED | </span><a href="http://www.retailadventuresblog.com" target="_blank"><span style="font-size: x-small;">Retail Adventures Blog</span><span style="font-size: 14pt;"><o:p></o:p></span></a></span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in; text-align: justify;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Arial Narrow";"><o:p> </o:p></span></p>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-71923983977704721762022-08-16T10:30:00.007-05:002022-08-16T10:34:24.451-05:0011 Things to Do RIGHT NOW to get Your Store ready for Holiday 2022<p> </p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhheNVOW_ZO77fzN4NKhjs8b6RUng65OH8xrKGNDqBdl7uu3SKM14WVhsluIqGvdWEs7K0LNPZ993CY1vb4mDkplHQcktAMWqF9iOodEPwYEma3-JgB9bc5cVoC9fMxrzfwTPvFijqWY9o4DxxrXOUhQFXP7ceI5OVSfwo494nSQexsVrsdQA/s2048/11%20Things.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="2048" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhheNVOW_ZO77fzN4NKhjs8b6RUng65OH8xrKGNDqBdl7uu3SKM14WVhsluIqGvdWEs7K0LNPZ993CY1vb4mDkplHQcktAMWqF9iOodEPwYEma3-JgB9bc5cVoC9fMxrzfwTPvFijqWY9o4DxxrXOUhQFXP7ceI5OVSfwo494nSQexsVrsdQA/w640-h640/11%20Things.png" width="640" /></a></div><p align="center" class="MsoNoSpacing" style="text-align: center;"><br /></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">It’s almost here. The fourth
quarter, the Golden Quarter; the big one you can’t afford to mess up. Making
the Golden Quarter work for you requires careful planning. This year start your
Golden Quarter planning now:</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">2022
Dates to Remember</span></b><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">This year Black Friday is on
November 25, Small Business Saturday is November 26, Cyber Monday is November
28, and the biggest shopping day of the holiday season will be December 17, the
Saturday before Christmas.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">1. Your
store must be open on Black Friday.</span></b><b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;"><o:p> </o:p></span></b><span style="font-family: Georgia, serif; font-size: 14pt; line-height: 150%;">Big retailers tend to kick off holiday
sales in July, but the day after Thanksgiving is still important to consumers. Regardless of
what you sell, or the size of your store, you need to participate either
in-store, online or both. Your competition, large and small, will likely offer
deals early and often. You should, too.</span></p><p class="MsoNoSpacing" style="line-height: 150%;"><b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">2. Don’t ignore Cyber Monday.</span></b><span style="font-family: Georgia, serif; font-size: 14pt; line-height: 150%;"> The
pandemic turned just about every brick and mortar retailer into a “Clicks and Mortar”
retailer, meaning if you sell online, via Facebook Live or other social media,
you can take advantage of Cyber Monday. Offer a series of specials that are
only available online. If you don’t want the hassle of shipping, then go the
BOPIS route: Buy Online Pickup In Store – customers love curbside.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">3. Be prepared to sell big on the Saturday
before Christmas.</span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;"> Super Saturday – aka Panic Saturday – falls this
year on December 17, the Saturday before Christmas. Many shoppers let the time
get away from them and hurry to finish their shopping; others intentionally
wait for Super Saturday because they are lured by the potential of receiving an
additional discount. Discounting has become big business year round, so during
the holidays it’s a good idea to offer sweet deals on items you don’t want to
carry over into 2023. Get rid of what you can early so your open to buy looks
good and your inventory is not clogged with merchandise that isn’t saleable.
Packing product away until next year will only hurt you in the long run.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">Super Saturday is also a good
time to host a <i style="mso-bidi-font-style: normal;">“We’ve Got You Covered!”</i>
event that offers pre-wrapped gifts, lists of gift ideas for people of all
ages, and complimentary gift wrap.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p><p class="MsoNoSpacing" style="line-height: 24px;"><b style="text-align: justify;"><span style="font-family: Georgia, serif; font-size: 14pt; line-height: 28px;">4. Stand out with shoppertainment events that are unique to your store.</span></b><span style="font-family: Georgia, serif; font-size: 14pt; line-height: 28px; text-align: justify;"> You should have at least one event scheduled for each week of the Golden Quarter. We’re talking <i>Non-Stop Traffic-Building, Profit-Producing, Attention-Grabbing, Sales-Generating, Competition-Miffing, Customer-Winning Retail Events and Promotions™</i> like our <i>Guys Night Out, The 12 Days of Christmas, 50% Off Coupon Event, </i>the previously mentioned <i>Create Your Own Coupon Sale</i> and <i>Cash Register Receipt Auction. </i>How<i> </i>about a <i>Customer Appreciation Sale, Holiday Ideas Open House, </i>and <i>Ladies Night?</i> Sound good? It’s even better than that because if you send us an email with GOLDEN QUARTER in the subject line, we’ll send you each one of those event templates and more. Now, there’s no excuse not to run great in-store events that customers love.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p><p class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: Georgia, serif; font-size: 14pt; line-height: 28px;">– Consider running a <i>Create Your Own Coupon</i> event on Black Friday</span><span style="font-family: Georgia, serif; font-size: 14pt; line-height: 28px;"> and let customers decide what’s on sale. You choose the percentages; they choose the items.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p><p class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: Georgia, serif; font-size: 14pt; line-height: 28px;">– Host our <i>Cash Register receipt Auction</i></span><span style="font-family: Georgia, serif; font-size: 14pt; line-height: 28px;"> by encouraging shoppers to save their receipts throughout the holidays because on Tuesday, December 6<sup>th</sup> they will be able to redeem them for merchandise at your auction. Host it in-store or via Zoom. While shoppers are busy collecting receipts dated from November 25 – December 6<sup>th</sup>, you’ll be busy collecting auction items and give-a-ways from generous vendors.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p><p class="MsoNoSpacing" style="line-height: 24px;"><span style="font-family: Georgia, serif; font-size: 14pt; line-height: 28px;">These receipts are worth money: Say a customer spends $500 during this time frame she would receive $500 in play money to spend at your auction. Of course, your store will be open for shopping with real money after the auction ends. When customers are in the mood to buy it’s a good idea to let them.</span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">5. Get store associates ready to sell.</span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;"> If you
need to hire additional help for the holidays start early so that everyone is
trained and up and running before all the holiday craziness begins. And while
we’re on the topic of training, this is also a good time to amp up your store
meetings in person or via Zoom. Keep your team informed with a weekly Saturday
morning meeting before the store opens and try a <b style="mso-bidi-font-weight: normal;">daily</b> 10 minute get together on the sales floor before you unlock
the door for business. Talk about what’s new, hot, and happening in the store.
If you have time hold up and item and ask what additional product could be
added to it increase the sale. Hold another 10 minute meeting in between each
shift so all associates are on the same page.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">– Create a weekly Holiday email
blast that’s geared specifically to your store associates. Include what’s
happening in the store, gift suggestions, how to sell gift cards, store
security – whatever is important that week in your store.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">– Set a Daily Sales Goal. You
won’t reach your desired numbers if you leave sales to chance. Plan a monthly
sales goal and set daily targets for sales, and even for specific products.
Every associate should know daily what is expected of them.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">6. Shoplifting is bound to happen during the
holidays, but you can keep it to a minimum if you keep your team in the loop.</span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;"> Thieves
hate attention so attentive customer service and eye contact are imperative. If
you suspect someone is up to no good, engage them in conversation. Your meeting
topics should also include solid customer service techniques, what to look for
to prevent theft, and what to do if they see someone shoplifting. It just makes
sense to have a plan of action.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">7. Set your sales floor to sell.</span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;"> Your
displays should be designed to move customers through the entire store, yet 50
percent of your sales floor is never seen by shoppers. Why? Because we tend to
come in to purchase a particular item, find it, then leave. The job of your
displays is to entice shoppers to stay and look around.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">– Set a display plan of action of
what to do and when to do it – think monthly window displays, weekly speed
bumps and end features, merchandise outposts, impulse items at the cashwrap,
and more. Include after-holiday plans too, including required floor moves and
décor that needs to come down.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">– Start the intrigue outside with
your store’s windows. Use props to create a holiday theme, changing your
windows at least once a month during the busy holidays. Assign this task to a
creative store associate.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">– The Golden Quarter isn’t
business as usual; your sales floor needs to scream HOLIDAY. Use props to
create mood-altering ambiance that encourages customers to stay and shop. This
includes scent marketing, the music you play on the sales floor, demos, even
what your associates wear.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">– Place carts and baskets in key
locations throughout the sales floor, not just near the door. If you see a
shopper with her arms full of product, get that customer a cart or basket ASAP.
People tend to stop shopping once their hands are full. And don’t forget to
sanitize carts in between customers.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">– Don’t neglect your Lake Front
Property, the front center, right and left sides of the store that are the
first areas seen by a shopper upon entering. These areas set the stage for what
customers can expect to find throughout the store.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">– Front and center is where your speed
bump displays go. These small fixtures – we like stacking tables – are used to
stop shoppers by offering new and exciting merchandise that is irresistible.
Load your Speed Bump displays with gift ideas and pre-wrapped gifts, and
cross-merchandise whenever you can. Why just sell a single item when you can
sell two or three?</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">– Unless you are having a
clearance sale – which would be weird during the heart of the Holiday selling
season – clearance merchandise belongs at the rear of the store. It can come up
front when you have your end of the year clean up sale.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">– Plan for impulse purchases at
the cashwrap. Think of your cashwrap as another important display area and
tastefully load it up with candles, accessories, jewelry – anything that will
appeal to an impulse shopper. Add a sign recommending gift cards. Spinner racks
located near the cash wrap work, too. And don’t forget to merchandise the wall
behind the cash wrap with holiday gifts. Women are huge impulse shoppers so
don’t miss this opportunity.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">8. In-Store Signing always plays a key role
in turning browsers into buyers, during the holidays they become even more important.</span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;"> Women
tend to read signs, but men rely on them. And since you are likely to have more
male shoppers than usual during the holidays you need to help them out by
sharing the features and benefits on key products.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">– <span style="background: white; color: black;">Depending in the size of your store, there are three
important signing zones to consider:</span></span><span style="background-color: white; font-family: Georgia, serif; font-size: 14pt;"> </span><strong><span style="background: white; font-family: Georgia, serif; font-size: 14pt; line-height: 150%;">Zone One
Signs </span></strong><span style="background: white; font-family: Georgia, serif; font-size: 14pt; line-height: 150%;">are placed high above
a shopper's eye level to direct traffic in the store. Zone One signing
generally consists of departmental and directional signing. These signs make it
easy for shoppers to locate what they came in to buy.</span><span style="background-color: white; font-family: Georgia, serif; font-size: 14pt;"> </span><strong><span style="background: white; font-family: Georgia, serif; font-size: 14pt; line-height: 150%;">Zone Two Signs</span></strong><span style="background: white; font-family: Georgia, serif; font-size: 14pt; line-height: 150%;"> are hung just above the shoppers’ eye
level. These signs include the promotional and event signs that are meant to be
hung for a limited amount of time.</span><span style="background-color: white; font-family: Georgia, serif; font-size: 14pt;"> </span><strong><span style="background: white; font-family: Georgia, serif; font-size: 14pt; line-height: 150%;">Zone Three Signs</span></strong><span style="background: white; font-family: Georgia, serif; font-size: 14pt; line-height: 150%;"> are set at eye level to highlight
information that will help the customer make an informed buying decision. Eye
level is also known as “buy level” or around 5’4” from the floor, the height of
the average woman.</span><span style="background-color: white; font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">– <span style="background: white; color: black;">Women respond to <b style="mso-bidi-font-weight: normal;">Story
Tellers </b>signs that use the word “imagine” to connect customers to product: <i style="mso-bidi-font-style: normal;">“Imagine your little ones snuggled under a
quilt lovingly handmade by you”</i>. Men react well to <b style="mso-bidi-font-weight: normal;">Product Seller </b>signing because these signs highlight a product’s
features; all the important information is right there. Zone Three is also a
good place for product brochures and other point-of purchase materials provided
by vendors.</span></span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">9. Increase your advertising and marketing efforts.</span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;"> How you
advertise and market your store should also increase during the Holiday selling
season. Your ad vehicles of course are up to you, but it’s time to increase the
number of <b style="mso-bidi-font-weight: normal;">email blasts</b> from one to
two a month, to two to four a month – customers expect extra offers during the
holidays. Don’t think that every email blast must include a deal. You can talk
about product, offer gift ideas, and offer an Item of the Week. Your monthly
newsletter is important, too.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">– Create and distribute a weekly <b style="mso-bidi-font-weight: normal;">Bag Stuffer</b>. It can be a special
advertisement, gift ideas or even POP materials from a vendor. The trick is in
how you get bag stuffers into a customer’s hand. If your plan is to merely
stuff them into bags (we know, the name makes no sense) you are wasting your
time because most of your stuffers will be thrown out with the bag. Instead,
instruct associates to hand the bag stuffer to the customer while telling her
what it’s all about. This way the customer hears first-hand about the cool
things going on in your store – it’s a free 15 – 30 second commercial!</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">– One of your bag stuffers should
be a <b style="mso-bidi-font-weight: normal;">Brag Sheet</b> that lists all the
services and conveniences you offer, where to find you on social media,
frequently asked questions, major brands you carry – whatever makes sense for
your store. Print your class or event calendar on the back side.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">– Create a <b style="mso-bidi-font-weight: normal;">Top 10 List of Holiday Gifts</b><i style="mso-bidi-font-style: normal;">.</i>
Make a list for every age group and product category you sell. Add it to your
website and email blasts, give each associate a copy to carry with them, and
place them throughout the store.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">– For the majority of consumers <b style="mso-bidi-font-weight: normal;">Facebook</b> is still the social media of
choice so it’s a good place to advertise. (Don’t forget they LOVE to see you on
Facebook Live.)</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">Facebook ads make sense because
they give you complete control over where your ad is placed and how much you
spend. You can pinpoint exactly the people you wish to target, and if your ad
isn’t doing what you intended it to do you can change, pause, or end it
midstream.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">– Increase your use of <b style="mso-bidi-font-weight: normal;">holiday related hashtags</b> – #Christmas,
#Hanukkah #holiday, #gifts, #coupons, #Santa, etc. – on all your social media
posts. This will help you connect with an audience of potential customers that
reaches far beyond your current following.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">10. Sell gift cards.</span></b><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;"> If you are still selling paper gift certificates,
it’s time to change to the plastic version. Studies show that retailers who
switch from paper gift certificates to plastic gift cards increase gift card
sales from 35-50 percent. The main goal is the get the customer into your store
to redeem that card, and plastic cards are just easier for customers because
they fit right into their wallets.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">There’s
more: 61 percent of customers spend more than the amount of their gift card, 75
percent spend more than the value of their card, and 55 percent of gift card
recipients require more than one shopping trip to the store to spend the
balance of their card. The more times they come to your store the more they are
likely to buy something.</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">– People
buying gift cards can be easily enticed to spend more if you sweeten the deal.
Try a <i style="mso-bidi-font-style: normal;">Buy $25 in gift cards, get a $5
gift card for free </i>or <i style="mso-bidi-font-style: normal;">Buy $50 in gift
cards, get a $10 bonus card</i> promotion<i style="mso-bidi-font-style: normal;">.</i>
The caveat is that the bonus cards are not valid until January 1, 2023, so they
can’t be used to purchase additional holiday gifts. Who doesn’t like to get
something for themselves, especially when it’s free?</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNormal" style="line-height: 150%; margin-bottom: 0in;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">– Package
your gift cards in a unique way that represents your brand. A children’s store
might present gift cards in a baby bottle decorated with ribbons; an apparel
store could nestle their gift cards inside a lovely box lined in scented paper.
Don’t be afraid to be creative!</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span style="text-align: left;"><span style="font-family: Georgia, serif; font-size: 14pt; line-height: 150%;"><b>11. Be prepared for markdowns and returns.</b></span></span><span style="font-family: Georgia, serif; font-size: 14pt; line-height: 150%; text-align: left;"> Hit the
ground running on December 26 with a plan to rid your store of all remaining
holiday merchandise. Remember that the first markdown is always the cheapest
one to take, so take a deep breath and price to sell.</span><span style="font-family: Georgia, serif; font-size: 14pt; text-align: left;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">– Part of your signing program
should include your return/exchange policy. Post it in a visible place at the
cashwrap and add it to the Frequently Asked Questions (FAQ) page on your
website. On the day after Christmas be ready to save the sale by encouraging
associates to politely ask customers if they’d like to look around for
something else before automatically issuing a refund. Another save is to
suggest a gift card the customer can use later. But if the customer
specifically asks for a refund give it with a big smile and a genuine, “Please
come back and shop with us again!”</span><span style="font-family: Georgia, serif; font-size: 14pt;"> </span></p>
<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;">Your list of things-to-do for
Holiday 2020 is already taller than you r wall fixtures, but you need to make
one, and then work it item by item. Don’t forget to keep good records so
preparing for next year is easy. Planning for Holiday 2021 begins the day after
Christmas… but you already knew that didn’t you?<o:p></o:p></span></p>
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<p class="MsoNoSpacing" style="line-height: 150%;"><span style="font-family: "Georgia",serif; font-size: 14pt; line-height: 150%;"><o:p> </o:p></span></p>
<p align="center" class="MsoNoSpacing" style="line-height: 150%; text-align: center;"><span style="font-family: Georgia, serif; line-height: 150%;"><span style="font-size: x-small;">COPYRIGHT
<a href="http://www.kizerandbender.com" target="_blank">KIZER & BENDER</a> | ALL RIGHTS RESERVED | <a href="http://www.retailadventuresblog.com" target="_blank">RETAIL ADVENTURES BLOG</a></span></span></p><p></p>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0tag:blogger.com,1999:blog-18848223.post-40731178678305833682022-08-06T12:17:00.003-05:002022-08-06T12:19:58.195-05:00Retail Adventures Podcast with KIZER & BENDER & BAUM & SEA & SCOTT: What's Happening at Retail July 2022<p> </p><div class="separator" style="clear: both; text-align: center;"><a href="https://vimeo.com/737149064" style="margin-left: 1em; margin-right: 1em;" target="_blank"><img border="0" data-original-height="326" data-original-width="763" height="274" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiH70F77f6IIxsAyvPPWvs7EFN-ydjqUCaG7HaYoN3t4Lj15nKJBR_TlfpOHv14ryHm2uhQUuW0MDnadWeVKfS9ZDO1fqPjQrgGnMoU6l_4VwNE1z6prjG-TTUeOz-xEi7HJweonbgscoOGxB4nOegAkhdO2jAzwqC9y1oupgiayP8jjX1m0w/w640-h274/RA%20--%20July%202022%20-%202.png" width="640" /></a></div><br /><p></p><p></p><p class="MsoNormal" style="line-height: 150%;"><span style="font-family: "Georgia",serif;">From
three different continents KIZER & BENDER & BAUM & SEA & SCOTT love to talk
about retail! What didn’t we talk about on this episode of the Retail
Adventures podcast? How about Ian’s Paris trip, Best Buy’s new smaller stores,
Amazon Prime Day, Counting customer foot fall, Lush’s analog experience (the
best!), Costco, Macy’s partnership with Toys ’R Us, and more. Retail Adventures
is a never-ending conversation between friends obsessed with retail you won’t
want to miss!<o:p></o:p></span></p><p></p><p align="center" class="MsoNormal" style="line-height: 150%; text-align: center;"><span style="font-family: "Georgia",serif;">Click <a href="https://vimeo.com/737149064" target="_blank"><span style="color: #2b00fe;">HERE</span></a> or on the photo above to watch
the video!<o:p></o:p></span></p><p><br /></p><p style="text-align: center;"><span style="font-size: x-small;">COPYRIGHT <a href="http://www.kizerandbender.com" target="_blank">KIZER & BENDER</a> 2022 ALL RIGHTS RESERVED | <a href="http://www.retailadventuresblog.com" target="_blank">RETAIL ADVENTURES BLOG</a></span></p>KIZER and BENDERhttp://www.blogger.com/profile/16562202614202509558noreply@blogger.com0