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By Tony DeMasi, editor
ver think of moving the business? Seriously. Maybe the shopping
center or area you are in just isn’t pulling in the right shoppers for
you anymore. Overall it might seem like a dramatic thing to do, but
then you are also looking for a dramatic increase in business. New
shopping centers most often get the most traffic and shoppers. Plus, think of
the great business you’ll do during the “Moving Sale.” Sometimes just moving
to a new location in the same mall, strip center or section of town can make
a world of difference. It’s possible that your store is in the “dead zone” of the
mall or center. If you’re near empty store fronts, or near stores that don’t
attract the clientele that appreciates your kind of shop, work out a deal with
the landlord and switch locations.
OK, maybe that’s too dramatic an idea. How about reorganizing your store?
That is, moving the locations of your merchandise. I’m sure you’ve heard
many stories from or about retailers on how a product didn’t sell in one section
of the store but then blew out the door after being put somewhere else.
So, try it. The solution to your problem could be on the other side of the
room. Rearranging the counters and creating a new walking path through the
store can give the place an entirely new look and feel. A paint and carpet
change should be part of that mix.
What about your ads and other marketing program? Again, location, location,
location!
Are you running ads in the publications and on the TV and/or radio stations
that attract new shoppers? The demographics report you saw years ago
had changed since then. If you’re happy with the publication or station’s
demographics, it’s possible your ad is not running in the best section or time
frame. If you want to attract more men customers, run the ads in the sports,
business or front news sections of newspapers and in sports or auto or home
remodeling shows on TV or the radio. Ask your customers about which publications
they read, and what TV and/or radio shows they enjoy. Your personal
preferences could be 180-degrees from theirs. Go with what they tell you.
Maybe it’s time to devote more money and energy to online marketing via
a Web site and a blog. Your webmaster can help you with these. If you don’t
have one, Overcoffee.com is a great place to start. This company does online
services for many gift firms and knows the industry. Some shoppers think
they’re getting bargains just because they buy things over the Internet - even
though the same merchandise is available in a store at the same price.
According to study by the Frank About Women market research firm, women
concerned about the economy are turning to the Internet to conduct comparison-
shopping expeditions before heading to a store to buy. The reverse, it
turns out, is also true. Women are going to the store to get real world prices
before turning to the virtual one to make purchases. For many women, shopping
is a recreational experience. In simple terms, they go shopping because it
makes them feel better. About 42 percent of women shop to feel better,
according to Frank About Women's research. If you suspect some of your
shoppers enjoy that activity, make it especially pleasant for them to do so. Set
up a sitting area. Considering the aging of America in
general, a sitting area might be a welcoming area for
more shoppers than you think.
Many shoppers will put comfort over price any day.
The fact is, price is seldom, if ever, the sole determinant
where to shop.
Try different product sources. You might be shopping
the same trade shows and lines like every other
gift retailer in your town. Branch out! Go to different
shows and markets in different towns. Go to different
types of shows. Or, if you go to the usual shows, shop
different vendors and sections.
Are your salespeople/ is your cash wrap desk in the
right place? I’ve been in shops that look like tunnels.
The front door is at one end and the sales desk is at
the other — a very long distance apart. All the salespeople
stand in the register’s area. No one is in the
merchandise area to help customers. If your store has
a tunnel feeling, chances are your business has a tunnel-
vision. Move the register to the front or center of
the store. Direct salespeople to move throughout the
store and inquire about helping customers, or at least
make their presence known so customers can ask
questions or for suggestions.
A little move can go a long way.
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