The days are longer, the sun has reemerged and the birds are chirping. It’s official! Winter is coming to a close and spring is on its way.

Incorporating the change in seasons into your business is very important in order for your merchandise and displays to stay fresh. Most large retail stores change out all of their signage, bags and display accoutrements every few months just so that it reflects the change in their products. A complete overhaul isn’t necessary. Small changes in your store can help signal that spring is here.

One very simple way to do this is to look at things you have to order on a regular basis, like your packaging. If you swap out your normal bags for a new color or material, it will help signal to your regular customers that there have been updates to your store.

Now is the time to put away the black, red and white bags. Try a new color like pink or light green as a bag material. Even swap out your bag types in order to make a change. Plastic merchandise bags are lightweight and feel airy for spring. And wrap your breakable or small merchandise in pastel colored tissue paper.

Another way to spruce up your store for spring is to adjust your gift wrapping materials if you offer those services. Lighten up your colors, adjust your wrapping boxes and offer different gift wrap bags for sale. Or switch to frosty plastic shopping bags that can easily double as a gift bag.

Winter items tend to be dark colors and by this time of year, people are ready to lighten up and get outside. So make sure your materials reflect the weather.

How do you make adjustments for spring?

While parents make the ultimate buying decisions, children do have quite an influence on many purchases. Researchers at the University of Vienna in Austria found that twice as many purchases in supermarkets are triggered by children than their parents are aware of. As retailers, it is important to cater to the parent while also making sure that children are not only addressed, but that they have access to the right products in the right ways.

If your store caters to families or parents, remember that lower shelves are at eye level for inquisitive children eyes and hands.  So make sure that lower items are targeted to children. Also, remember that busy hands could easier grab and break anything on lower shelves. So even if you aren’t directly marketing to children, make sure you protect your merchandise by stocking lower shelves with items that are durable or soft.

If you are going to have merchandise that is targeted to children, keep in mind that children like to touch and move merchandise. We recommend keeping items in baskets, boxes or other enclosures so that children can easily pick up and choose items that are low. Children also are drawn to displays that encourage interaction. Mix bright colors, shapes, sizes and display types and children will be drawn to these areas.

If your store mostly caters to moms, consider having an activity or play corner for children that is easily visible from most areas of the store. That way mom can shop while her children safely play within her sight.

Remember that there is a fine line between offering items to children and pushing them to the point that you upset your customers. Make sure that you have items within reach of the counter that are at lower price point as well. Parents will be more likely to say yes to these items and the parent and child will both be happy.

How do you create child friendly displays in your store?

Have you ever heard the complaint “There just wasn’t a great selection” about a retail store? Sometimes the case isn’t that the store doesn’t have a large selection, but they don’t think they have room to display it all effectively. If you find yourself in the too many products, too little space boat, try some of the space maximizing tips.

Think vertically. Even though customers are naturally going to be drawn to displays that are eye level, you can draw their eyes up with vertically appealing displays. Some recent products we have featured recently that fall into this category include Circular Sky Tiers that attach to round racks and the Standing Hat Tower. These are perfect examples of fixtures that utilize empty space toward your ceiling. Do a quick check with your displays. Start by looking at you display straight on, then make note as to where your eyes go. If they don’t go up then you have just identified a space that you can potentially fill with products.

Fold and stack instead of hanging. As highlighted in a previous blog post, folding and stacking apparel takes up less space than hanging. This is because you don’t have to have a rack or a hanger to display merchandise. However, keep in mind that folding and stacking displays will require more upkeep throughout the day. So, if you don’t think you can spare the extra time, stay with hanging for organizational purposes. We recommend keeping sizes in the same pile instead of putting large sizes on the bottom of smaller sizes. If people can easily find their size they won’t have to go to the bottom of the stack, which means less work for you!

Use your walls. Even if you cannot store products on your walls because of the height, you can still put up non-sales displays to carry out your message to customers. Be creative and start with a clean slate, don’t think about restrictions or space limitations. Don’t be afraid to put ideas out there such as putting your mannequins on a shelf on the top half of your walls.

How do you maximize space in your store? Do you use any non-traditional layouts?

There is much more to a blowout sale than simply marking down merchandise. You have to prepare your store so that shoppers know exactly where to find discounts, as well as put them in the mood to buy things on sale they might not normally buy for full price. Additionally, department stores and specialty stores are still trying to make up for lost holiday sales which creates more competition.

With the consumer trend still going toward price point and shopping around, when you are preparing a blowout sale leave no question in the customer’s mind that your store has the lowest price. We recommend choosing your sale dates well in advance and making them special. You don’t want to be the store that has dusty sale signs because they are never taken down.

Make sure you change the look and placement of your displays from the norm for huge sales. When your store reflects the sale message, customers will be more likely to buy sale merchandise. For example, when Express has their box sale they literally have cardboard boxes out with discounted apparel. Shoppers know to go directly to the boxes for low prices. These boxes are essentially dump bins that are sorted according to size. They are extremely easy to maintain, involve no hanging and can fit lots of products.

Sale signage is huge. From large sale window banners to the marked down tags on merchandise, clearly indicating a sale to customers outside and inside your store is crucial. Everything down to your packaging and bags can send the message out that your store is having a blowout sale.

Spread the word with advertisements, employees and friends to create buzz around your sale. Have employees tell customers about sales before they start by saying things such as “Next week all of our outdoor gear will be 30% off.” Now is the time to use those email addresses you have been collecting. Additionally, if your store is online, make sure that the sale message carries over to your online customers.

Do you have any tips for other store owners on how to prepare for blowout sales?

Impulse buys are items that shoppers purchase that they had not planned on buying beforehand. Items near registers are not put there on accident. They are strategically placed to capitalize on impulse purchases. Usually these items are smaller, easily identifiable and priced lower than other items in your store. Though the register is a key place for merchandise, you can utilize other areas by creating special displays in high traffic locations or next to related merchandise. For increasing impulse buys, here are a few tips that we recommend trying.

Change out merchandise frequently. We have given this advice before about displays in general, but it is especially important for special displays designed for impulse buying. Regular customers look for updated merchandise, new products and featured sales. Make sure that you are regularly featuring new items so they keep coming back. Try to keep track of what you have displayed, where you setup the display and the success rate. This will help you know what works and what does not.

Highlight return policies near impulse purchase displays. Customers will be more likely to purchase higher priced merchandise on the spot when they are assured that it will be easy for them to return or exchange if they regret the decision later. Also, make sure that you clearly communicate if sales are final either with signs or at the register.

Put accessories next to related items. Accessories are great impulse merchandise sales. For example, when someone is looking for a great coat and sees scarves, gloves and hats to match, it will be too good to pass up. This also works with items that have accessories that are sold separately such as games, toys and tools.

Remember, you won’t know what works until you try it. Now is the time to experiment a bit with holidays such as Valentine’s Day and St. Patrick’s Day so you will be extra prepared for maximum sales during the next Christmas season.

What are your best impulse purchase displays?

Like many things, it’s not surprising that men and women have different shopping behaviors. It is beneficial for store owners to cater certain displays toward women and others toward men, depending on the item featured and the season. Valentine’s Day is a perfect time to test how creating displays targeted at gender can increase sales because both men and women will be out in search of gifts for their significant others.

You can find countless articles about the different shopping habits between men and women. I would advise glancing over a few of these because they are very interesting. You will find information such as:

• Women spend $4 trillion annually and account for 83% of consumer spending in the U.S. (from WomenCertified.com)
• “A man will pay $2 for a $1 item he needs. A woman will pay $1 for a $2 item that she doesn’t need.”
• One of the most important aspects for men when shopping is checking out fast. One of the most important things for women is the experience and feeling like an important customer. (from a 2007 study done at Penn State)

Knowing some of this information, you may be asking yourself how do you translate this to your displays. Here is what we recommend thinking about when displaying for men:

• Make sure items that your popular items for men are very easy to find and in stock. Because men have a “get in, get out” shopping mentality, they may give up at your store if they cannot find exactly what they are looking for quickly. Instead of creating cute, decorated displays we would recommend focusing on visible signage and keeping products organized.
• Men are less likely to ask for help than women, try to make all products available on the floor. Though it may look better to display an item without the clutter of having multiples of that product, men may not go looking for that displayed product if it is not readily available.
• Especially during Valentine’s Day, men may be a little out of their element when shopping for wives or girlfriends. To make them more comfortable, keeping popular Valentine’s Day merchandise in one area might be a good idea so they are not overwhelmed having to walk and search through the entire store.

Women are a little more eclectic in their shopping style, so you have more freedom with your displays. Here is what we recommend thinking about when displaying for women:

• Because women love options and deals, displaying a plethora of merchandise can be advantageous when targeting women. You can utilize a mix of dump bins, tables and racks to feature lots of merchandise. Displaying products at different price points will allow women to measure their options. Most women are not overwhelmed by a large inventory.
• Make sure that you let your female customers know that you appreciate their business and ask for feedback from them. You can do this by adding things such as comment boxes or survey slips in your store.
• Women are more likely to buy multiple items when they can see them together. For example, when a woman is shopping for her husband, pair that great wallet with a snazzy watch.

How do you make displays more appealing to men verses displaying for women?

The way you display jewelry is a very important aspect to generating sales. Chances are that customers are not going to know exactly what they want before they purchase jewelry. These types of purchases are personality and style based and not focused as much on functionality. That is why you must cater these displays to your target buyers’ tastes.

1. Match the display with the style of jewelry you are displaying.
The jewelry you sell probably matches the personality type of your customers. If you sell high end, one-of-a-kind pieces, then you should focus on displaying each piece in a special way. When you have many of the same kinds of pieces, than a variety of merchandise will give customers more choices.

For example, the materials of the jewelry you sell can be a good indicator of what displays are right for you. If you have pieces with precious gems and stones then we recommend using black velvet and lights to make those items really shine and sparkle. Some merchandise might be more eclectic and made with beads, smooth rocks, string and wire. Using other textures and colors in these displays could be more eye catching. Think of a few adjectives you would use to describe your jewelry inventory i.e. casual, funky, formal. Then, have your display match those describing words accordingly.

2. Utilize a variety of mirrors in several places in your store.
From countertop mirrors to floor mirrors, customers will want to view all angles of themselves. Having mirrors around encourages customers to try on pieces and that will make them more likely to buy. You can even strategically place mirrors closer to sales associate stations, so you can ask if they need any assistance. It would also be a good idea to have hand mirrors behind the counter for people to view the backs of their heads or a close up of their face.

3. Make the jewelry the focus.
Be careful not to let your merchandise become hidden by your display materials and accessories. It can be easy to get carried away decorating displays, but sometimes less is more. Take a step back to look at your display and make a note of the function of each material you are using. If you can’t think of a reason for a particular decoration, chances are you would be better off without it.

4. Think about how portable you want your displays.
If you have jewelry displayed during store hours and then put it away at night for safe keeping, then you will want displays that are easy to maintain and move. Think about the difference between stationary displays and portable displays. Stationary displays are more appropriate for stores that do most business in-house. Owners that conduct a large part of their business at craft shows or trade shows will lean toward portable displays. You may find that you have a need for both.

5. Be organized.
Customers can be very frustrated messing with tangled necklaces and bracelets. Likewise, finding a card with a missing earring is a turn off. Choose displays that will be easy for you to maintain and straighten up regularly through the day.

View a previous feature product blog post about portable jewelry displays.

How do you effectively display jewelry in your store?

You have probably noticed the Valentine’s Day merchandise already hitting the shelves. Although most Valentine’s Day sales come three days prior to the 14th, getting your Valentine’s items out earlier this year could be to your benefit, for a couple of reasons:

Valentine’s Day is on a Sunday. Historically when Valentine’s Day falls on a weekend, retail sales drop a bit. This is because instead of buying products, couples go out to restaurants and date destinations. According to the National Retail Federation (NRF), when Valentine’s Day was on Saturday in 2009 consumers spent about $14.7 billion compared to $17 billion in 2008.

The Super Bowl is early this year. With Valentine’s Day falling on the week after the Super Bowl, retailers will have to be on their best selling game. Men’s attention will be preoccupied, so getting them into the Valentine’s mood may be tricky. Start reminding them early that they need to think about the ladies in their lives.

The most popular items purchased for Valentines from the NRF include:

• Cards
• Evening Out
• Candy
• Flowers
• Jewelry
• Clothing
• Gift Cards

If your store sells these items, highlight them at the front of your store, near registers and with Valentine’s Day sale signage. Appeal to men’s shopping behavior by making it easy to see items that would be perfect for their wife or girlfriend.

What is a big Valentine’s Day seller for your store?

With Thanksgiving and Christmas past, after holiday shopping is in full gear. Shoppers are still looking to save money where they can, which means they are out coupon hunting and sale searching to find the best deals out there. Independent retailers are going to have to price items very competitively to drive customers toward the registers.

According to the National Retail Federation, the number of shoppers was up but spending was down on Black Friday. If you were disappointed with Black Friday and December 26 sales, there is still time to increase your December/January figures. Independent store owners can take advantage of the holiday foot traffic by effectively highlighting marked down merchandise and displays.

The key for store owners is not only to get customers into your store but to spend money there as well. The first thing to consider is communicating to roadside customers or passersby that your store is featuring sales. You have about three seconds to let people know what they can expect to find inside. Especially as mid-January approaches, shoppers will still be looking for those holiday signs. Key places for signage are in window fronts, sidewalks and by the road. Remember to keep your signs simple, direct and professional. Easy-to-read, attractive signs will relay important messages to your target market.

Along with coupons and mailers, stores will attract more buyers by featuring merchandise with store fixtures and supplies that are designed specifically for highlighting sales. We have always recommended using a mix of hanging racks, bins and shelves. Round racks and dump bins are an economical way to feature a large amount of items and do not require lots of maintenance throughout the day. Because these fixtures stand alone, they are optimal to place in high traffic areas and draw customers to a particular area of the store.

Sell holiday merchandise quickly to make room for new 2010 items. We also recommend setting goals for employees and rewarding those who are keeping a positive attitude.

Everyone have a safe and happy New Year’s!

Christmas is almost here and hopefully your store is thriving this holiday season. Our last tip for retailers before this Friday is to take orders over the phone for last minute shoppers. Not only will this be a great selling point now but can increase sales in the future. Phone orders are quick and easy when you have a clear method in place. However, if you do not have an organized system, the process could become a disaster.

The best way to take orders over the phone is by putting the order directly into a computer system. However, if you are just starting out, you may have to begin with a pen and paper system first. Either way, record keeping is a must. Here we will outline how you can start a pen and paper system to take orders over the phone.

1. Initial Order: When customers call in, have a friendly greeting ready. Make sure that your employees are trained on how to fill out special order forms. Have the tax figured out on each item to make it easy to total.
2. Shipping: Ask how quickly they would like to have their order shipped as it will change the grand total. Let the customer know if you can guarantee that the purchase will arrive by Christmas. Make sure you let your employees know if some larger or specialty items will take longer to ship. At this point the employee should give the customer a grand total of the purchase with tax and shipping.
3. Payment: Decide beforehand how you will take payments. Over the phone you can take credit card information or have them mail you a check. However, be aware that it is a bad idea to ship merchandise prior to receiving payment. So, let your customer know that mailing a check will considerably slow down the process.
4. Receipt Process: Have your employee tell the customer how the receipt process will work. We recommend putting the receipt in the package that you ship. Or take down an e-mail address and electronically send a copy of the receipt.
5. After the Call Procedure: Make sure that you have designated places where order forms go such as a “To Fill Order” spot and a “Filled Order” spot. Also, put all orders and order statuses in the computer for more efficient record keeping.

Remember that you must comply with the Federal Trade Commission’s Mail or Telephone Order Merchandise Rule. Listed below are some of the key points of the rule:

• Sometimes referred to as the “30-day rule,” retailers must believe that they can ship merchandise within 30 days of the order.
• If you change the shipment date, you must provide a delay notice with a new shipment date to the customer.
• If a customer cancels an order before you ship, you must comply and cancel the order.
• This rule does not cover magazine subscriptions (except for the first shipment), sales of seeds and growing plants, and orders made on a collect-on-delivery basis.

For more information and to view a complete list of mail or telephone order rules outlined by the FTC, visit the FTC website.

How does your store keep an organized phone order system?

For retail stores that sell clothing, this may be a question that you have: Should I fold or hang clothing merchandise? Sometimes you have to go with what looks best for your display. We have made a PRO/CON list for each method. Hopefully this will help you make the best decision in your store.

Folding Pros

• Takes up less room than hanging.
• No Need for Hangers
• Easy to store.

Folding Cons

• Takes more time than hanging.
• A whole stack can become ruined from people searching for sizes.
• Requires upkeep throughout the day.
• May hide sizes.

Hanging Pros

• Keeps clothing wrinkle free.
• Minimal upkeep throughout the day.
• Displays the whole garment.

Hanging Cons

• Takes up more space.
• Some garment items need special hangers such as pants and boat neck shirts.
• Could stretch out knit materials, distorting the shape of the garment.

We recommend using a mix of hanging and folding to add interest and variety in your store. Tier tables and shelves are optimal for folding, whereas racks and hooks are perfect for hanging. Also remember to use a hanger that will display the clothing item the best. For more information about hangers, read our previous Tuesday Tip post “How to Choose the Right Hanger for Your Retail Store.”

Selling used shoes differs a bit from selling new shoes. Instead of having one shoe on display and then several pairs of the same shoe stored in different sizes, you will have to display all your shoes at once. Here are a few tips that we recommend using when you are reselling shoes in your consignment or second hand shop.

Instead of grouping shoes by type and style, we recommend grouping them by size. Save your customers time by putting all the shoes in their size together. This way, customers can easily locate only the shoes that will fit them. We would still separate mens, womens and childrens shoes into different sections.

Just like other shoe stores, people are going to want to sit down and be comfortable when trying on shoes. Have chairs or stools in place for people to tie laces or buckle straps. Also, have mirrors close to the floor so people won’t have search for a mirror elsewhere.

Have the sizes clearly marked. Even if you have shoes sectioned by size, they are bound to get mixed up after a busy day. Make things easier on yourself and customers by placing a sticker inside of the shoe with the size and price. Also, try using stretch bands to keep the shoes together. This will keep people from walking out unnoticed, as well as keep pairs of shoes with their respected match.

Keep shoe polish on hand when used shoes come in. Sometimes they just need a good shining to make them look like new. Other things like changing out shoe laces or inserting pads in the bottom can make or break a sale.

How do you maximize sales of pre-owned shoes in your store?

Not only will your displays draw in customers, but the overall feel of your store will dictate whether or not a person decides to enter your store. The key is to make customers feel as comfortable as possible to put them in the shopping mood.

There are some simple questions to ask yourself to determine how approachable your store is to potential customers. We recommended answering the following questions about your store and from your findings, try some new things to improve.

1) What kind of lighting is best suited for your store?
With lighting you can set the tone of your store and highlight new or seasonal products. Some stores strategically may want it darker and can achieve this by using lamps instead of overhead lighting. Lights that are too bright and white may remind people of the superstore they wanted to avoid. Burnt out lights outside and inside your store should be a red flag. We recommend replacing burnt out lights as soon as you notice them.

2) What is the first smell that a customer is introduced to in your store?
A foul smell is a big turn off to a customer. However, a great scent can be a huge selling point. And because smell and memory are closely linked, have a customer associate a good scent with your store. We recommend going with a clean or widely popular scent such as fresh linens or vanilla. Be careful not to overdo it as that is also a turnoff. Pick clean and light scents that are airy, not overwhelming.

3) How clean is your store? Is there dust on merchandise or dirt on the floor from foot traffic?
Keeping a clean store might sound like a no brainer, but it is something that you are going to have to watch and maintain everyday. If you let this get away from you it will be harder to attain desirable cleanliness in the future and one bad experience may turn a customer away for good.

4) Are key areas in your store clearly marked?
Don’t make customers search for items until they get so frustrated that they give up completely. Have your aisles clearly marked. And remember to let people know where the restrooms, customer service, exits and gift wrapping stations are located.

5) Is there a greeter readily available for customers that need assistance?
Greeters let customers know that you are available and that you genuinely care. However, there is also a threat of becoming overbearing and even intimidating customers who may prefer to browse without interruptions. The trick is to read customers’ verbal and nonverbal language. They will give signals if they want to be left alone.

These are simple things that you can implement to make your store more welcoming. Little things like adding a scented candle or a few daily cleaning duties to your store can go a long way.

How do you make your store more inviting to customers?

Hopefully after the holiday season you won’t have too much Thanksgiving and Christmas merchandise left on your shelves. If you don’t have vendors that you can ship back to, most of the left over items have to be stored away until next season. It may seem like a huge undertaking now, but taking extra precautions in storing your seasonal merchandise will keep it looking new for a profitable season next year.

It should go without saying that nothing should be left out in open bins. Keep in mind all the elements that could cause harm or damage to your products. If you building floods when it rains, keep boxes off the ground and use plastic containers instead of cardboard. Clear plastic containers can be helpful so you can see what is in them.

Labeling takes almost no time at all and will save you hours of going through all your boxes next year. Make sure when you stack and store your boxes that the labels are facing out so you can read them, they won’t do you any good hidden away.

With breakable items, it’s better to wrap in a paper without any ink. Newspaper and color tissue paper could get wet and stain your products. Also, be mindful of what products you combine in one box. We recommend keeping scented items separate from everything else, so your products do not permanently smell.

Unless you are absolutely sure that some of your food products will be like new in a year, do not try and store them. On items that are going to expire or that are outdated, consider having a clearance sale to get these products out of your store. And instead of throwing them out if they don’t sell, you can donate items to food banks or charity organizations.

Even though the process is a hassle for you now, you will be so happy that you made the extra effort next year when unloading holiday merchandise back on your shelves with ease.

How do you store your holiday merchandise? Any tips for new store owners?

From decorating to cooking, people always get into the holidays. So this is your chance to capitalize on holiday merchandise sales. Just putting out your seasonal merchandise is not going to put you above your competition. You have to go the extra mile and really make your seasonal merchandise stand out. Appeal to your customer’s senses and put them in the holiday buying spirit.

Sight
Your displays are going to be a huge factor in attracting customers to your holiday merchandise. People are going to go towards attention grabbing things like lights, moving objects and sparkle, not a tower of boxes. Here is where you should let your creative talents shine. If you are not very artistic, consult employees or friends who can help.

Smell
Draw customers into your store with a holiday scent like gingerbread or pine. This would be especially helpful if you’re selling holiday candles or potpourri. Many people associate the holidays with certain smells, so put them in the holiday mood with the sent of their mom’s fresh baked apple pie.

Sound
“Tis the season to be jolly, fa la la, la la la …” Nothing puts people in the holiday spirit more than Christmas or holiday music. Make sure it’s not too loud and try to have a variety of music play. Also try to avoid religious music and play songs such as Frosty the Snow Man, Let it Snow, Winter Wonderland, etc. or make sure you represent all traditions in your musical selection in order to keep all customers happy.

Taste
Everyone loves samples. If you have a special holiday drink mix or dip consider putting out samples. This is a great marketing tactic because people won’t have to guess at what they are buying. And it shows that you believe in your products enough to put it out and know that people will like it enough to buy it. This will also make people stay in your store longer and lure in others who are wondering what is so interesting.

Touch
If your merchandise is packaged in a box, we recommend having a display out of the box so that customers can pick things up and touch them. If you don’t, people will end up taking items out of boxes themselves. This could potentially damage several products.

Think of what would appeal to your customer’s senses this holiday and you might be pleasantly surprised at the difference it makes in your store.

How do you attract customers into your store?

Shoppers will judge a book by its cover when it comes to window displays. Your display has about five seconds to persuade customers to enter your store. If the display doesn’t give a great first impression, people will lose interest or have no interest in your store at all.

Some super stores have whole creative teams to make holiday, sale and everyday displays. Because you probably do not have a professional staff for your displays, you are going to have to think out of the box to make a statement worth noticing. Here are some tips to think about when planning out your window displays.

More is not always better. Cluttered displays do not grab buyers’ attention. If they’re not right away attracted to your store, it’s easier for them to pass by without another thought. Simple and clean displays with a direct message can be more effective than very intricate designs.

Plan before you act for quick turn around time. If you are changing out displays during store hours, the less transition time you take the better. Have a clear plan of attack for how to dismantle the previous display and have everything ready to go up for the new one. Don’t worry about putting everything away. Your main priority should be getting the new display up.

Be different but not in a bad way. Keep in mind that all types of people will walk by your window including children. Even if you are not targeting kids, make sure that you don’t offend parents by your message. For example, Barneys did a window display in July that depicted its mannequins being attacked. With blood spattered windows, the display had people walking in the opposite direction of the entrance.

Stay true to your brand. Your window display communicates a message to the public about what is important to you and your company. While you may be promoting a sale, also keep your store’s mission in mind. Never compromise your values to make a quick buck.

What are some of the things you have tried with your window displays? What worked for you and what did not?

As independent store owners, it is imperative to make your store unique and standout against larger chain stores. People will come to your store not only for merchandise but to get away from everyday super stores and their bright white lights. Because larger retailers may be able to carry a larger selection of products at a lower price, you will have to highlight the benefits of your store to overcome these obstacles.

While there are many tactics you can implement, we recommend starting small and aim for quality not quantity in this process. Choose a few techniques and do them well. If they are not showing the results you desire, don’t be afraid to try something else. Here are a few things we have seen retailers do that really set them apart from the super store across the street.

Offer onsite services that will save your customers a trip. People don’t mind paying a little extra if the service you offer makes their lives easier. For example, if you sell pants, offer an onsite hemming service. This is also a great way for people to start buzzing about your store by telling their family and friends about the great benefits you offer along with your merchandise.

Treat your customers like friends not just buyers. Personal interactions will keep your customers loyal. Little things like greeting your customers by name and asking about their family, while getting them in and out in a timely manor will make customers feel like they are buying from a friend. Upping your personal attention doesn’t cost a cent but makes a huge difference in the customer’s shopping experience.

Because you don’t have to answer to higher management, you have the ability to haggle a bit when it comes to pricing. On large orders consider throwing in some of the smaller accessories for free or at a discount. For example, in a hardware store if someone is buying tools and materials for building a deck, give them a discount on the nails they use. Or for long time customers, if they run in for something small, let them walk out without paying. Just use your best judgment when doing this, and make sure your employees know that this is a privilege only you can pass out.

Do your research on the big box store competition. You are probably not going to have higher profits than the superstore next door but you can retain a good client base and thrive. Get in the mindset of your customers. Are they looking for quality over convenience? Do they need help finding smaller objects? If you don’t know these answers ask your customers. Pay attention to your competition and make sure you’re doing something different and original.

Focus your efforts on realistic goals for your store. Weigh your options and try to receive feedback from employees and customers.

Do you compete with a large chain store? How do your business tactics keep customers coming back?

Stemming from Black Friday, Cyber Monday falls on the Monday after Thanksgiving. This year Cyber Monday will be on November 30, 2009. With entire websites dedicated to help consumers find the best deals for this year’s Cyber Monday, it can be very competitive to get your sale noticed. Obviously if you don’t have an online store, Cyber Monday is not as big of a “selling holiday” for you, but it doesn’t hurt to be knowledgeable about online sales.

Here are a few facts about Cyber Monday to keep in mind:

• Victoria’s Secret’s website was completely down between 10 a.m. to 12 p.m. during Cyber Monday in 2008, resulting in a decrease in sales and backlash from customers.
• Cyber Monday sales were up 15 percent in 2008 at $846 million compared to 2007.
• The term “Cyber Monday” was coined by shop.org in 2005 as a marketing tactic.

The number one, most important thing for eCommerce sites is to be able to remain functional with high amounts of traffic on Cyber Monday. When sites are down, customers are not willing to wait around, they will simply find what they are looking for with a click of a button to a competitor’s site. Though, some situations cannot be helped, do everything you can to test and retest your site to make sure it does not crash right as a customer clicks purchase.

The day after Thanksgiving, commonly known as Black Friday, officially marks the first Christmas buying day of the year. This year Black Friday will be November 27, 2009. Black Friday can be a retailer’s best and worst dream. While traditionally this day brings in the most foot traffic of any day in the year, it has not always brought in the most sales. Usually the day before Christmas rakes in the highest amount of profit for store owners.

Here are a few facts about Black Friday to consider as you prepare your store for the crowds:

• The term Black Friday originates back to the 1960s in Philadelphia, referring to the overcrowded sidewalks and busy streets.
• At the top of the selling list in 2008 was the Nintendo Wii, Ugg boots, Sony Blu-Ray Disc Player, Samsung’s 52” LCD TV and Nintendo’s Wii Fit.
• Black Friday is not an official holiday, however most employees get the day off (except those working in retail and banking).

The key for retailers is to turn window shoppers into buyers this holiday season. Some tactics to consider are utilizing holiday signs, advertising early bird specials, giving freebies with a certain purchase or offering a percent off at a certain time of the day.

What are some of the best and worst experiences you have gone through with your store during Black Friday? We would love to hear your retail stories!

The holidays are the busiest time of the year for retailers. While the season of buying can be very stressful, it is necessary to put in the work now because it will carry you through some of your slower months. You can not plan for everything, but going into the season organized will only help create a smooth holiday season.

Add extra staff on the weekend and during peak store hours. It can reflect poorly when your store is full and you are understaffed and can’t accommodate customers. Get detailed schedules of your employees and plan for some sick calls. If necessary, begin looking for seasonal employees now. College students are ideal seasonal workers since they usually have around four weeks off from school.

Set-up a system for back stock and damaged merchandise. Chances are workers behind the counter will be swamped and not have time to put away unwanted or returned items. Designate a specific place for each of these and have someone keep an eye on the piles.
Keep your store room organized. Don’t try and control everything, you’ll drive yourself crazy.

Post important messages to customers. These can include:

• Return policy
• Holiday store hours
• Gift wrapping availability
• Holiday events you are sponsoring

Because your employees will take their cue from you, if you stay positive even when things are rough they will follow. Think about doing little things that will put your employees and customers at ease such as adding music to your store, having refreshments in the break room or making sure there is a greeter at the entrance.

How do you make the holidays in your store go by smoothly and successfully?

Obviously your industry will dictate how personal you can be with your store and products. For example, a mom and pop gift shop will want to be more personal than a large scale grocer. However, no matter your industry, customers like to feel a connection with the store they are investing in. This connection is what will turn them into repeat, lifetime customers.

These personalized touches will come with time from being open and establishing yourself in the community. There are some small things that will make a big difference, so customers always remember your store.

Have a signature color that people can associate with your organization. For example, this Store Supply Warehouse Blog is blue with accent colors. This is something that you have control over and people can expect and connect these colors with your brand. Even the paint color you use in your store can make a difference, if you walked in to a store that was bright yellow it would make an impression (maybe not what you’re going for, but you get the point).

Making your packaging distinguishable is another way you can add a personal touch. Even if your organization’s name isn’t all over the bag, you can still make your packaging memorable and reflect on your store. Consider using tissue paper that matches your store color, or offer paper bags instead of regular plastic bags. We all know that Victoria’s Secret has the pink tissue paper inside their pink striped bags.

If you have long term employees, get them involved and have them become a part of the store. You can feature employee birthdays and anniversaries. Some book stores highlight an employee recommended reading section. Customers can match their tastes with an employee and follow their reading habits. This interaction isn’t something you can buy. You have to build relationships with customers in order for them to last.

How have you personalized your store?

It’s better to start planning for the holidays early than to frantically throw things together a week before. And the better prepared you are, the higher the return will be in holiday sales. We recommend using what works, but remember that there is always room for improvement. Think about incorporating some of these tips in your holiday routine, you may wonder why you weren’t doing them all along.

Get your employees excited about the holiday happenings in your store. Employees can be some of your best customers, walking displays and talking endorsements, so use them! Offer incentives for employees and reward those that go beyond the call of duty. Even encouraging words will let your staff know that you are behind them and there for support. Happy employees will rub off and translate into happy customers.

Set-up holiday advertising initiatives and budgets early. If you haven’t already, compare your past advertising budgets to the season’s profits and determine the most successful opportunities. Get in touch with advertising representatives and get estimated pricing so you know your options.

Stock up on gift cards. Last year retail saw around 40 billion in gift card sales. Refer to past StoreSupplyGuy blog article, Making a Profit with Gift Certificates, for more helpful tips.

Conduct a sweep of your store. It’s a little late for spring cleaning, but the more organized your store is, the smoother you holidays will be. Hopefully your store will see a great deal in foot traffic this season, so give your customers the best impression you can by maintaining a clean, attractive store.

What have you found works well for getting ready for the holiday season?

Focal point displays are the first thing that customer sees either outside or inside the store. They will add interest to your store, as well as places the products you want directly in front of your customer’s eyes. There are few important factors to consider when creating focal point displays.

1) Find the right place to set-up. This step can be easy or hard depending on the layout of your store. If there is some sort of large architectural feature of your store, there may be no question as to where the best place in your store is. However, for others in square rooms, this may be more difficult. Consider places in the room that can be seen from outside. Also, a place that can be viewed from all angles of the store is ideal.

2) Choose the product (s) that you want to feature. Here you may want to highlight sale items or seasonal merchandise. If your location is in a place that gets lots of traffic keep breakable products towards the middle.

3) Use appropriate signage to advertise your display. Make clear why you are featuring these products. Whether you are offering a discount or featuring a new product, get the customers excited and in the know about what’s going on.

4) Maintain your focal point display. Hopefully your display will get lots of action, but be prepared to keep up with out of place items. Organize several times per day during slower store hours. Or even put an employee in charge of keeping the area tidy.

How do you use focal point displays to drive sales?

You never want your store to become dated when it comes to your merchandise and displays. There are some classic products that will always be profitable but you should keep a close eye on the newest trends and your inventory. This is not to say that you should jump at every pet rock craze that comes along, but it’s never a bad idea to know what your customers are talking about and looking for.

Here are some trends with long term value that might be selling points for you now or in the future.

Go Green
According to the 2009 Cone Consumer Environmental Survey, 34% of Americans are more likely to buy environmentally responsible products today. And 70% indicate that they are paying attention to what companies are doing with regard to the environment right now, even if they cannot buy until the future.

Online Sales
With gas prices still high, consumers are looking to the internet to save themselves a costly drive. If you already have an online store consider offering free shipping for spending over a certain amount or advertise a free gift with purchase. However, if you are thinking about creating a new online store, be prepared to advertise or discount aggressively to drive initial traffic in order to build an online customer base.

Buying American
This is not a new concept, but with struggling economy and the American car industry urging consumers to buy American made cars, some consumers are looking at the tags on other items as well. Look at your inventory and weigh if highlighting some of your American made products could make a difference. However, be cautious of this tactic if the majority of your products are not American made, as it will only highlight that you carry imported products. While there is nothing wrong with imported products, certain customers may not like it.

Health
The boomer generation of Americans that were born between 1946 and 1964 are moving into the senior citizen bracket, 65 years of age and up. With the life expectancy hovering around 80, the boomers aren’t going anywhere. In their retirement they have money to spend and are looking to healthier lifestyles to keep up with the grandkids.

Do It Yourself
People are looking for money savers. Instead of paying someone for labor, some are finding that they don’t mind rolling up their sleeves themselves. If your product is suited to do-it-yourselfers, capitalize on your expertise by hosting workshops. People will buy your products for their project and call on you if things don’t end up looking like the picture.

Have you noticed any current trends that have impacted your business?

As the weather changes, you may be looking for ideas to change some displays in your store. Preliminary things to consider are your budget, timeline and central theme. If you have creative employees that can help, ask them for their opinions. Also, think back to previous displays and use what has worked, as well as incorporating new ideas.

An easy way to cut your decorating budget down is by combining your Halloween and Thanksgiving displays. Unless Halloween is one of your bigger holiday selling periods, think about going with a more neutral, harvest theme.

Then remember that holiday displays are not only for getting into the holiday spirit, but they are also a way to highlight seasonal products. So use products as the centerpieces of your displays. And then make sure that those items are located near the display so that your customers can scoop them up right away.

Home and décor stores have a unique advantage during the holidays when it comes to displays because you can use your existing products as the actual display pieces. Let your customers imagine the display in their own home. Huge elaborate themes can become overwhelming. Sometimes simple is more appealing, so your customers think “I can do that.”

Customers look to retailers for ideas, so don’t be afraid to try some new things. Instead of going with cliché brown and orange, consider expanding your color palette to deep pinks, plums, burgundy and olive green.

Have fun being creative this season! Let us know if you have any questions about fall display ideas.

How do you make the change from summer to fall displays?

The materials you choose to display your merchandise can make a huge difference in the look and feel of your store. Because it can be expensive upgrading to new materials, it is important to make thoughtful decisions for timeless displays.

With so many store fixtures available, sometimes the hardest decision is choosing the best materials to use in your store. It is easy to become overwhelmed by the glass, metal, wire, wood and slatwall options out there, but by asking yourself a few key questions will help narrow down your search to the perfect fixture material.

1) What are you looking for in functionality?
You can answer this question by thinking about the merchandise you have and visualize it displayed in your store. Do you see things hanging? Stacked? By itself or with similar items? Also, keep in mind that accessories can be added to displays such as baskets and shelves.

2) What look and feel do you want for your store?
Here, you should keep your customers’ tastes in mind. For discount shoppers, wire bins, dump tables and sale signs are attractive. If you are going for a more modern, upscale look, sleek lines and darker materials may be a better fit. Another thing to consider is that many materials come with finishing options.

• Wire Grid Panels are available in chrome, black or white.
• Slatwall Gondolas are available in black, white or maple.
• Display Cases are available in black, gray, maple and cherry.

3) How often do you want to change your displays?
Some materials are easier to move and change than others. For example, metal gondolas are much heavier material than wire and wood, so they are better for permanent displays. Also keep in mind that many wire and slatewall fixtures are available with wheels to use anywhere in your store, whereas glass and metal displays stay standard.

If you are still unsure, get ideas from other stores that you like or pull pictures out of magazines for design options. Remember that you will most likely use these fixtures for years, so plan for the future.

What type of display materials do you use and why did you choose that material?

Nothing can turn a customer off more than shabby looking store merchandise. Keep your products looking their best by following some simple tips.

Keep garments away from windows and out of direct sunlight. The sun will fade clothing materials, especially cotton, and can leave streak marks on clothing. Even bright, direct lighting can fade materials.

Dust off your merchandise and displays. It only takes a small amount of dust on items to give away that products have been sitting there for some time. Feather dusting will suffice on a daily basis, but try to take the time once every couple weeks to use glass cleaner or other liquid cleaners such as plastic polish.

Don’t allow smoking, eating or drinking inside of your store. This is especially important for employee drinks as a small spill could potentially ruin merchandise.  Smoke will ruin clothing, making it smell forever. If smoking, eating or drinking can not be avoided in your establishment, protect your merchandise by displaying in glass display cases or behind the counter.

Remove damaged merchandise from the shelves. Once a customer sees a damaged product, they usually keep walking. When you are doing your daily sweep of your store, pay close attention to the quality of shelf items. This includes looking at expiration dates, price tags and other small details.

Make note of how you keep merchandise in your storage areas. We recommend storing merchandise in containers protected from sunlight, dust and water damage. Keep in mind that cardboard boxes are vulnerable to water and sunlight can discolor items in clear containers. Storing items in newspaper may protect breakables, but the ink can also rub off on products.

Taking extra care of your merchandise will have customers coming back for quality products.

How do you keep your merchandise looking its best?

For any brick and mortar store, or any online store for that matter, one of the hardest things to do as a business is to reach new customers. Sometimes you need to take your store on the road in order to present your merchandise to perspective customers that otherwise are not familiar with your store.

There are many ways to go about doing this. One way is to participate at local events. Events like arts and crafts shows, flea markets or fairs are a great opportunity. Purchase some booth space and sell your materials at the event. Make sure you have plenty of signage, fliers with your address and website on it and business cards at the event in order to make new customers aware of your company.

Also, find local “shows” that highlight your business. For example, every area has bridal shows multiple times a year. These shows are perfect for retailers in the dress and tux industries, but also for florists, framers, shoe stores, accessory stores, bakeries, restaurants and even gift stores. By enhancing your presence at these events, you can reach brides that not only will maybe use your services for their wedding, but they may become long term customers. Home and garden shows are also a great way to showcase your organization.

While at these events, make sure you have displays that are not only portable, but that show off your merchandise. If the event booth is only a table, use countertop displays that allow you to layer your items at different heights so that merchandise on the back of the table gets as much attention as the front. If you have clothing, bring rolling racks of clothes that can easily be transported.

One thing to keep in mind is that if you participate at an event or show, that the show itself is a reflection of your company. So do your research ahead of time and make sure that the event is aligned with your business’ values and mission.  Then, remember that your main job at a show is not only selling one piece of merchandise, but introducing your company to a potential repeat customer.

What type of events do you attend to promote your store?

Take full advantage of the second busiest buying period of the year, back-to-school time. Second only to Christmas, the National Retail Federation reported that this year’s spending is expected to bring in $47.5 billion. Kids of all ages will be out in search of the latest fashions and trends ranging from pens to jeans. Make sure your store is fully prepared for the season.

With the economy, families are still looking for value when they shop. You will want to appeal to kids’ wants and parents’ pocketbooks. The National Retail Federation also reported that families are more likely to reuse items instead of replacing them, such as book bags. We recommend featuring products that have to be purchased new every year such as notebooks and planners.

The National Retail Federation also expects an 11% hike in electronic sales compared to last year. This shows that families are willing to pay a little more for the latest trends in technology. Don’t be afraid to highlight these items just because they are more expensive than folders.

Also keep in mind different products for college students. Parents are willing to spend more money to ensure that their student who is leaving home for the first time has everything they could possibly need, including laptops, flash drives, power strips, cleaning supplies, first aid kits, alarm clocks, rugs, cooking supplies, towels, linens (extra long to fit dorm beds) and gift cards.

Now is the time to get back-to-school merchandise out on the shelves and the sooner the better! Prepare your store as well as your employees for a busy, profitable season.

How does your store prepare for the back-to-school season?

With more independent retailers utilizing social media outlets, Store Supply Guy is joining the conversation on Twitter and recommends that you do the same if you haven’t already.

If you like reading weekly updates on the Store Supply Guy Blog, imagine receiving several updates every day from @StoreSupplyGuy on Twitter. Here, we can keep up with your day-to-day activities and find out what is really in the heads of store owners. Whether offering words of encouragement or some helpful tips, in 140 characters or less, @StoreSupplyGuy will be available for all your retail needs.

Store Supply Warehouse also manages a corporate Twitter account, @StoreSupply. If you ever want to know what trade shows Store Supply Warehouse will be attending or receive information about Store Supply products, @StoreSupply is updated daily with such tweets.

Are you still a little fuzzy about what Twitter is? Here are the top 5 reasons why we think Twitter is a great resource for retailers.

1. Networking and Finding Potential Customers
2. Research Tool for New Ideas
3. Reinforce Your Brand Name
4. Promote News, Events and Products
5. Direct Traffic to Your Site

If you already have a Twitter account, follow me for some great tips, @StoreSupplyGuy! If you have yet to join Twitter, make a profile and start networking with thousands of other retailers.

Because there is so much competition out there, customers can be very choosy as to where they take their business. That is why it’s important to make shopping as convenient and easy as possible so they are sure to find what they are looking for in your store.

One of the most frustrating times for a customer can be when they are in a rush and cannot find the item they are seeking. There are some things you can do to alleviate this common problem.

• Make aisle labels visible and clear
• Have sales associates ready to answer any questions
• Display popular seasonal products on end caps or at the front of the store

Hand-in-hand with a convenient shopping experience is a pleasant one. Here are some things to consider that will personalize your customers’ trip.

• Make customer service a priority
• If a customer calls with a question, have a real person answer the phone
• Soft background music
• Attractive, customized packaging
• On large orders, offer assistance out to the customers’ vehicle

Hassle free shopping trips will satisfy your customers. If you go the extra mile, it will have customers coming back for not only the product but the enjoyable shopping experience.

How do you make shopping easier for your customers?

Your counter serves many purposes, so it can be difficult to create a space that can accommodate all of your needs. The three main roles of a counter are 1) to serve as a space for customers to check out purchases, 2) to display smaller, convenience items for impulse purchase and 3) to function as a work station for employees.

By following some simple tips, you can transform your counter from drab to fab.

Most importantly, you must keep your counter clean. A dusty work area could reflect poorly on your business. At the end of the day, try to make it a point to wipe down the front, sides and surface of your counter. After each week clear everything off and get the back corners.

Don’t clutter up your counter space. This is sometimes easier said than done. Remember that countertops are no place for work documents or employees’ personal belongings. Employees can keep their belongings safely stowed in the back of the store. Also, things like staplers, receipt tape and other day to day supplies have a way of ending up everywhere and getting lost. To keep organized, we recommend designating a permanent home for these items and then labeling that spot so employees know where to return items.

Make thoughtful choices as to what you keep on your counter. If you make note of the supplies that you use most often, you can put everything else away. For merchandise, we find it best to switch out countertop items and see which ones sell.

Keep the countertop simple, but make it pop. Just by adding some lights or seasonal decorations can really make the countertop stand out. Trying new things can work to your advantage. Consider changing up your countertop display.

How do you keep your countertop interesting and functional?

Last week’s tips will help keep customers from stealing, but a trickier situation is how to cut back on employee theft without openly distrusting your employees. Discouraging employee theft takes some finesse, but can be accomplished by employing a couple of techniques.

• Prior to hiring any employee, check their references completely. And make sure to ask for legitimate professional references. If you see any red flags, follow your gut and move on to the next potential employee.

• Institute regular cash register policies. Count down drawers at the end of every employee’s shift, don’t share cash drawers and do standard mid shift audits. If you make these techniques policies, they will keep your employees honest because they know they can be caught. At the same time, make sure you keep the rules standard for all employees so it doesn’t seem like you are playing favorites.

• Rotate schedules. Work with every employee at different times. And make sure employees work with all different employees. Many times, employees steal in teams, so by breaking up routine, it is harder to establish these bad habits.

• Have employees step up as part of customer theft prevention. If your employees know that you are serious about preventing customer theft, they will know that you are serious about any type of theft.

• Compare sales receipts to inventory often to discover any shortages.

• Have employees use the front door. Items are more likely to sneak out the back. By having employees exit through the front exit, they will pass sensors and your watchful eyes.

By employing consistent policies and keeping an eye on your employees, you can help keep your merchandise and money from leaving in your employees’ bags.

How do you prevent employee theft in your store?

Small or large, sticky fingers are a problem that plagues the retail industry. From children making off with a candy bar to experienced pros who make a living off stealing merchandise, you need to take precautions to make sure your store and your merchandise is protected.

Last year loss rates rose to account for more than $36 billion. A survey conducted by the University of Florida estimated that loss represented 1.44% of all retail sales in 2008. And experts are pointing to even higher numbers for 2009 as a result of the recession. And the scariest number in this survey is that 44% of loss is estimated to be employee theft.

Because this is such a large topic, we are going to devout two weeks to security and loss prevention. This week, the focus is on customer oriented theft.

An easy way to keep theft down is to make your presence known in the store. By wandering around your store occasionally and asking every customer if they need help, potential thieves are more aware that you are watching and will be less likely to take things.

Other tips include:

• Keep small or easily stolen items near the counter area.
• Use glass display cases to secure valuable items.
• Install security mirrors in the corners of your store so that you can see all areas of your store.
• Utilize anti theft door system with security tags for your merchandise.
• Consider using security cameras, whether they actually function or are just simulated cameras.
• Post signs about your store’s theft policy.

The key to successfully stopping theft in your store is to proactively take steps to keep crime down. Keep your eyes open, check large bags in the front of the store and call the authorities if you suspect someone is breaking the law.

How does your store keep theft from occurring?

One of the most difficult retail stores to start up is an antique store. Unfortunately, you can’t just open up a distributor catalog to order merchandise. You have to search items out. At the same time, the unique items in your store’s inventory are also what make every antique store distinctive. According to the Princeton Review, the average part-time antiques dealer makes anywhere from $18,500 to $49,000 a year. Not bad for a part-time gig. And full time dealers can earn six figures once they are established. So how do you grab a piece of this lucrative industry?

Successful antique store owners are today’s version of treasure hunters. They seek out valuable items from our past and make them available to the general public. They value craftsmanship and detail. Owners of these types of stores aren’t people that go down to the big box store to buy furniture out of necessity. They purchase things as an aesthetic addition to the design of a room, not because they need a coffee table to set their drink cup.

Last week, our spotlight store owner Maura Lawlor mentioned that you shouldn’t buy something just because you like it. This is valuable advice for antique store owners. This industry is dependent on buying items that will appeal to a niche audience. So you want to make sure you diversify your antiques to appeal to the most antique hunters possible.

So how do you get started? Most people recommend trying your hand at the antique business online before opening a brick and mortar store. Sell items in your attic, from your friends and family and antiques that you find at local flea markets. Try sites like eBay and Craigslist to get the ball rolling.

The next natural step is to rent a booth at an antique mall or flea market. This approach allows you to accumulate more merchandise without giving up substantial space in your home. Antique malls tend to take a percentage of your profits, but you don’t always have to be at the actual location all the time, allowing you to keep your day job while accumulating capital.

Then it is time to take the big step, opening a brick and mortar location. When selecting a location, keep a couple of things in mind. First, your target clientele is important. Most antique hunters are looking for nostalgic items. As a result, the audience tends to be skewed toward the older generations. Accordingly, a store in the heart of a trendy neighborhood may be appealing, but your target audience most likely does not live in the area.

Look to other antique stores. People tend to make a day out of “antiquing” so choosing a location near other antique stores will actually increase your traffic because people will stop in after they go to their usual antique store.

Once you have a store, network with other store owners and buyers to determine the “hot” items to carry. Then with a little faith and a lot of luck, your store could very well be on its way to success.

Any antique aficionados out there? What is your advice to the budding antique store owner?

Since we started the Store Supply Blog back in April, we have gotten fabulous responses from retailers on their tips for success. We developed the Store Supply Blog and Forum to be a valuable resource for independent retailers. Because of the response of our readers and our dedication to offering valuable information, we have decided to introduce a new reoccurring feature to the Store Supply Blog: The Store Owner Spotlight.

About once a month, we will turn to a store owner for their “Tuesday Tips” on how to successfully run a retail operation. This month, we focus on Maura Lawlor, owner of Kerry Cottage, an Irish merchandise store based in Maplewood, Mo., a suburb of St. Louis.

At Kerry Cottage, you will find everything Irish from Waterford Crystal to St. Patrick’s Day apparel. Maura Lawlor opened the store more than 20 years ago with her mother, having no idea it would turn into a fulfilling career. Starting with a big dream and a little bit of luck, Kerry Cottage has become a local favorite and has even been featured on local news.

We asked Maura to share her five tips for success in the retail industry:

1. Be passionate: Maura says you should either love what you do or don’t do it. If you aren’t passionate about your store, you won’t take the extra steps to make it a success.
2. Focus on the details: If you only concentrate on the big picture, it can be overwhelming. Maura suggests focusing on the small details one at a time and they will come together to make a successful store.
3. Don’t buy what you like: Just because you like an item doesn’t mean that it will sell well. Maura recommends paying attention to buying trends to determine what to purchase for your store.
4. Work with vendors you trust: Maura turns to her vendors to suggest merchandise that is successful. She only works with vendors she can trust to make good recommendations. Then she follows their recommendations.
5. Only carry high quality merchandise: Make sure your merchandise is high quality because not only does it reflect well on your store, it will keep your customers coming back for more.

With the luck of the Irish, Maura Lawlor turned her passion into a pot of gold at the end of the rainbow.

Do you know a retailer that we should spotlight next month? Do you have tips for success? Let us know!

Nail salons are often individually owned and operated businesses and the industry is booming.  There are more than 500,000 nail technicians in the United States. Because of the low start up costs, readily available training and large demand, business owners are finding the nail salon business extremely rewarding.

According to many nail salon owners, the key to success in this lucrative industry is to create bonds with your clients. If your employees can connect with customers, then customers are more likely to remain loyal to your salon and will become regular customers.

As a result, a customer’s first impression of your salon is essential to how often they come back. So you want to make the best first impression possible. Aside from training your employees to be personable and communicate with clients, a big factor in first impressions is the physical surroundings in a salon.

One thing people look for when selecting a nail salon is the cleanliness of the space. Unfortunately, the industry is plagued by bad press about salons that have not followed proper cleaning protocol. In order to avoid being associated with these stores, make your store sparkle.

Using light colors, such as white or light gray keep customers at ease because lighter colors visually look cleaner and don’t hide dirt. Most nail salons keep decorations simple. This is because it is easier to keep the store clean and clutter free when you employ a minimalist style.

Also, use glass display cases and register counters. These clear cases can be easily cleaned and brighten up your store by showing off different nail polishes and finishes.

Your customers spend all of their time sitting at your salon, whether in the waiting area, in the pedicure chair or while getting a manicure. Keep this in mind when selecting seating for your salon. Stay away from fabrics that can’t be cleaned (accidental nail polish spills and smudges happen very often) but consider spending a little extra on comfortable seating.

Remember, people come into a nail salon to be pampered, so by making sure your chairs, displays and counters are clean and welcoming, your clients are bound to become repeat customers.

The counter is the central hub of your store. Behind your counter are all the business tools such as your register, phone, computer and usually, your associates. The front of your checkout counter can drive impulse sales and serves as the customers’ main interaction point.

So there are two things to keep in mind when designing your main counter space: the functionality from the back and the ability to sell items from the front.

Counters can be completely translucent, allowing customers to see all the way through them or they can be opaque.

To design an effective counter, think of it as a sales station as opposed to a checkout counter. Counters can be customized using interchangeable pieces such as display cases, register stands, corner displays and more.

The customer side of the counter should be optimized to show off your merchandise. Use countertop displays and corner units to improve impulse buys and show off high end items.

The back end of your counter should be functional and should be extremely organized. Many register stands feature shelving for bags and other items.

Just remember to keep your counter as the focal point of your store. Consider placing racks on either side of the line area to funnel people into line and allow them to browse as they wait.

How does your store use your counter space?

Hailed as the new Mary Kay and Avon, jewelry sales is becoming a booming business for individuals who want to be self employed or for people who want to make some extra money on the side. People are looking to supplement their income to make ends meet, and the average direct salesperson makes about $200 extra a month. The average Silpada rep makes about $285 for every 2 hour party that they plan. Hosting a couple of parties a week can add up to thousands a month.

The jewelry party idea is not only profitable for the sales rep, but this business model can be successfully employed by a small jewelry retailer or an individual starting up a jewelry line. By traveling with your jewelry line to homes or offices for pre-planned events, you will be able to introduce your product to a new audience. You can enhance this experience by also making your products available online on eBay or through a website. Then once people discover your line at a party, they can become repeat customers, or they can host parties of their own.

So how do you become successful in this industry? Here are a few tips that we have, but feel free to add some more tips in the comment section.

1. Work your contacts- The key to making money in this field is having people who are willing to let you into their home or place of business so that you can sell your jewelry to their friends and coworkers.
2. Reward the host- Many people host these type of parties because they get some sort of incentive for hosting the party. So make sure to reward the host with a free item or a cut of the profits that they can use toward merchandise.
3. Make the host look good- The best way to reward the host is to make them look good for hosting your event. Simple ways to do this is to have your items organized and displayed in an attractive manner. Stayed tuned to Friday’s featured product article as we will discuss ways to display jewelry items.
4. Ask new customers to consider hosting a party of their own- As we said before, some of the success in this industry can be attributed to your networking abilities. So if you get an enthusiastic party attendee, make sure you ask them to consider hosting their own party.

Feel free to add your own tips on how to host a successful jewelry party. Also, what other industries have you seen doing this type of retail? We all know about makeup, jewelry, candles, etc, but what other types of parties have you attended?

While many of your customers plan a trip to your store, a high percentage of new customers find a store by “stopping in” while shopping for something else. By increasing the foot traffic into your store, you can raise profits and introduce your brand to a whole new customer base.

Right now, many stores are feeling the pain of the economic downturn. One thing that everyone needs is more customers in their stores. Fewer people are shopping, so you need to attract the attention of the people who are out and about shopping. So how do you increase foot traffic?

Our first suggestion would be to increase the visibility of your store. One way to do this is to feature signs and promotional lighting at the entrance. Sidewalk signs, beacon lights and banners are extremely effective for improving foot traffic.

Another way to get people in your store is through a sale. We have discussed this before, but featuring items outside your store will get people browsing. Put merchandise in a dump bin or on a rolling rack so that it can be easily transported during store hours.

Finally, for the more courageous owner, consider some sort of stunt. Liberty Tax has waving Statue of Liberty costume characters outside their store during tax season. Great Clips often has a dancing shampoo bottle on the sidewalk. While you don’t necessarily need to be that extreme, consider having one of your workers hand out fliers or carry a sign to alert other shoppers about your sale.

By increasing foot traffic into your store, you can then show off your merchandise and entice shoppers to make a purchase. Hopefully they will become frequent shoppers after that first “stop in” to your store.

A couple of weeks ago, we touched upon store design and displays. One of the topics in that article was how to design attractive walls that entice individuals to shop in your store. Today we are going to discuss that topic in more detail.

Some of the most valuable real estate in your store is on your walls. Wall displays allow you to take advantage of the vertical space in your store that you can’t use as effectively in the center of your store.

The key to a good wall display is variety. There are many different systems that could help you develop dynamic wall displays that are pleasing to the eye and that help drive sales.

Height is a key player in wall displays. Think about popular store types.  Electronics stores always line the walls with up to three rows of flat panel televisions so that they are the first thing you see when you walk in the store. Clothing stores have clothing displays 10 feet in the air. Book stores tend to display their best sellers on racks lining the walls.

So how do you replicate these gravity defying displays in your store? There are many solutions that can work. However, the most cost effective solution is probably a versatile wall display system that can be changed as needed.

There are a couple of options out there for this type of display. The first type is a slatwall panel. These slotted panels come in a variety of finishes and can be easily painted in order to match the décor of any store. Panels are affixed to walls and then can be customized with a variety of accessories to create a dynamic display. Another option is wire grid units that can be placed against the wall.

We recommend using wall panels to break up the monotony. By alternating racks, baskets, shelves and racks against the wall, people are more apt to browse. Use high areas for displays and then feature the item on racks or shelves below the display so people can reach the items without assistance.

Play with colors, items and textures in order to keep it interesting. Don’t be afraid to experiment. By creating dynamic wall displays, you will always keep shoppers interested and their wallets open.

Sales: the ultimate necessary evil in the retail industry. But sales have value other than liquidating out of season merchandise. Sales can bring in new customers, generate serious profits and enhance the visibility of your store.

The number one way to ensure a successful sale is promotion. Now we aren’t necessarily talking about taking out a full page ad in the local paper. For larger cities, this could be cost prohibitive. But you definitely want to let your current customers and any traffic know that you are offering deals.

The first way to generate traffic to your store is by signs. Luckily, you don’t need to go get a custom printed sign every time something goes on clearance.  General “sale” signs can do the trick. Try sidewalk signs for outside your store, window clings, banners and even promotional lights. These signs will alert driving and walking traffic to take notice.

Another way to drive traffic is to feature sale items on the exterior of your store. Set up a few dump bins with folded clothing so people can browse as they pass. Then have more sales items in various areas of the store so people have to browse through the full priced items as they bargain shop.

A further way to maximize sales profits is to offer good customer discounts. As customers regularly purchase their items, ask if they would like to sign up for email offers. Then, periodically email coupons. The most effective coupons when working with a current customer is the “spend $100, get $15 off” type of coupon (amounts can vary.) Because most often, people end up spending more than the max amount in order to reach that top price.

Not only do sales bring in new customers, they allow you to move merchandise that hasn’t sold yet, clearing out room for your new lines. Often this is pretty cyclical. So think about having a sale a season, so your best customers look forward to it.

Most of all don’t be afraid to experiment with sales techniques and ideas. You will find a method that works perfectly for your store.

We need your help! Chime in and let other people know which techniques work best for your store.

In 2006, the National Retail Federation estimated that consumers would purchase $25 billion in gift cards. Companies like Best Buy and Victoria’s Secret have seen upwards of $40 million each in profits in unused gift cards alone. So why the trend toward gift cards, and how can your store cash in on the potential profits?

Gift cards have recently become an extremely popular item around the holidays, for birthdays and wedding or baby showers. Some couples even now register for very few items hoping to get gift cards so they can pick out their own gifts. Gift cards are seen as a thoughtful purchase because they let your loved one know that you were thinking of them, but it gives them the freedom to choose their own items. Gift certificates to specialty stores, boutiques, spas or other niche stores can speak volumes about how you were truly thinking of that individual when selecting a store.

To get in on the gift card action, you should make it very easy to purchase a gift card/certificate. Place a sign advertising that gift certificates are available. We recommend not only putting one at the counter, but also placing one at the entrance to the store, so that weary buyers know right away that they have an alternative gift idea. Plus, if your store has a website, advertise that gift certificates are available.

We like gift certificates that can be customized to any amount. That way, people aren’t pigeonholed into a certain price. If you have only increments of $25, someone planning to spend $30 will go down to $25 rather than up to $50. That is $5 lost.

Now, plastic gift cards are great, but they are pretty impractical for independent retailers. The costs to start up a plastic gift card program would far outweigh the profits. And paper gift certificates and plastic cards spend exactly the same way, so people tend to not even notice the difference. So for now, stick with paper gift certificates and then if they take off, then consider investing in a card system.

We suggest having 2-part gift certificates. These packages allow you to give one certificate to the customer while you have an exact replica for your records. This way, when a certificate is redeemed, you know how long ago it was purchased, the selling associate, etc. These types of gift certificates help you add checks and balances to your gift certificate program.

The final thing to think about when starting a gift certificate program is an expiration date. It is pretty standard for gift certificates to be valid for either one to two years from the purchase date. Most organizations do not count a gift certificate as revenue until it is redeemed, so after two years, that certificate is automatically figured into profits. That way, you don’t have to keep your records open. Plus, as we mentioned before, many gift certificates go unclaimed, so you need an official date to stop acknowledging that sale.

Gift certificates can be an extremely good way to generate additional revenue. So don’t be scared, start a gift certificate program.

How have gift certificates sales impacted your stores bottom line?

In any clothing store, the way you display your merchandise can make or break your store. You have to walk a fine line between showing off each garment and having enough racks to hold all of your merchandise. So the answer to this dilemma is variety.

There are three main types of clothing displays, wall displays, floor racks and tables. Each needs to be used in order to create an effective flow to your store and to showcase your merchandise.

One thing to remember is that shopping is a visual experience. People gravitate into a store when they see something interesting. We recommend placing something similar to a three tiered table right at the entrance. Frame this table with a couple of mannequins dressed to the nines. Then stock the table with all the necessary items needed to replicate the mannequin’s outfit. The three tiers will allow you to easily separate clothing items while dynamically displaying color and fabric options.

Once a shopper is drawn into your store, their eyes gravitate toward items they can see. Make sure you have racks and wall displays that offer face out clothing that feed into the center of the store. People can’t see your merchandise when it is shoulders out. Have a variety of rack types and heights so that browsing is easy and interesting.

Alternate rack types, have a few four way racks, then intersperse two way racks, one rail racks and an occasional round rack. Round racks have no display options, so we suggest saving these racks for your clearance items to maximize that space. In between racks, break up the monotony with tables of folded items.

For your wall displays, remember that the average person cannot reach items high on the wall. Have items on face out displays up high with a shelf directly underneath with folded clothing. This will be much easier to access than clothes being behind the high display item. Most people will not ask an associate for assistance getting down an item. Then under than shelf, have a hang rail with a variety of sizes and colors.

One tactic that works fairly well is to group clothing styles or colors. By grouping all of the professional attire in one corner, fancy in another section and casual clothing in a different place, people are more likely to grab multiple separates that will mix and match to create entire ensembles.

So, if sales are lagging, try to rearrange your display racks and create a dominant display at the entrance to your store in order to bolster purchases.

What works best for your store?

As the Internet continues to grow, many companies are either beginning as online only ventures, some are adding their merchandise online or some are closing their brick and mortar locations all together to become online store fronts.

As an online store, your supplies will differ from a brick and mortar location. First of all, you will not have to purchase things like displays or counters. But there are some supplies you will need to always keep stocked.

Because all online transactions end up being shipped, you need to ensure you have supplies that will keep your shipping costs low while protecting your merchandise. Here are the items necessary for putting a package together.

• Boxes: Keep a variety of box sizes on hand so that you can ship orders in the smallest box without having to ship orders in multiple boxes. Larger orders should go in a bigger box to save on supply and shipping costs.
• Bubble Shipping Bags: For small items or easily folded items, a bubble shipping bag is ideal because they cushion your merchandise and take up very little space.
• Packaging Products: Have both bubble wrap and stretch film in stock in order to protect valuables and fill dead space. Plus, plastic products are more environmentally friendly than their Styrofoam counterparts.
• Kraft Paper: In order to reuse boxes, use Kraft paper to rewrap boxes with writing on them for shipping.
• Carton Sealing Products: Invest in a carton sealing kit that comes with a carton sealing tape gun and multiple roles of clear packing tape.

But shipping products aren’t the only things you will need in order for your new retail operation to be successful. Don’t forget organizational supplies such as shelving, tagging products, clothing racks and steamers.

Any other essential items that you needed when you started your online retail operation?

At Store Supply Warehouse, we get many stores asking us for tips on how to survive the recession. That is one of the reasons we created the Store Supply Blog and Forum for Independent Retailers, because we wanted to give retailers a place to go to get ideas on how to stay afloat during these hard times.

This Tuesday, we are going to celebrate a segment of the industry that is not only staying afloat, but thriving; the discount/resale industry.

Discount retailers such as dollar stores, thrift shops and discount chains are seeing increased demand as consumers turn away from brand names and bargain shop. Many dollar store chains have seen unprecedented revenue growth. Recent earnings statements declared that Family Dollar’s revenue is up 8% and Dollar Tree is up 4%.

Additionally, charity-based stores such as Goodwill are calling for donations. Because more people are shopping at discount stores such as Goodwill, increased demand is keeping the shelves from being stocked to capacity and more donations are needed in order to meet that demand.

Retail supply distributors such as Store Supply Warehouse often can predict the retail markets’ success by the amount of supplies ordered in each industry segment. Recently, we have seen a spike in orders from the discount retail industry. In addition to standard supplies such as bags, hangers and tags, discount retailers are ordering shelving, racks and displays to accommodate added merchandise needed to meet consumer demand.

Prior to our current economic status, many consumers may have avoided dollar and discount retail chains, and especially thrift stores and consignment shops. But things have changed.  There is no certainty in these hard economic times for consumers and retailers alike, but if buying patterns of Store Supply Warehouse customers are any indication of what the future may hold, then dollar store retailers and discounters may have the best chance of weathering the storm.

So we just want to congratulate the discount/resale store industry for their ability to adapt and meet demand during this economy downturn. As the economy recovers, we hope that consumers remember the discount stores that helped their families make ends meet.

Are you a discount store owner/manager? How has business been recently for your organization? Any tips to pass along to non-discount store owners?

As consumers increasingly turn toward green products and lifestyles, they also want their retailers to adopt green business practices. A poll recently conducted by the Global Strategy Group shows that 87% of consumers are more likely to buy products from an environmentally friendly retailer.

Now, not everyone can afford a complete revamp of their store and business practices in order to make their building and business meet green standards. In fact, by reusing resources that you already have, you are in fact being green by not wasting materials.
However, there are certain smaller things that you can do in order to help cut down on your environmental impact. In fact, many of these practices can slowly be adopted.

First, start recycling. From boxes, to packaging, to receipt paper, many retail organizations have a lot of unavoidable waste. Make recycling at least paper a standard practice in your store. Look up your local recycling center and find out if they will pick up your paper. In some areas, local schools collect newspapers and other paper to make extra money.

Another way to help green your company is to replace your light bulbs. Make sure you are replacing your old bulbs with florescent bulbs as the old ones burn out. Florescent and LED bulbs use less electricity and last longer, reducing energy and waste.

When cleaning, invest in a couple of cloth towels instead of always using paper towels. At the end of the week, take them home and throw them into one of your usual loads to reduce the amount of paper that is being thrown away.

Even your bags can go green. Switch to eco friendly bags. These types of bags are more durable and reusable so that your customers can turn them into gift bags, lunch bags or more. Plus, they are made of 25-100% post consumer materials and are 100% recyclable. Or, sell canvas bags that your customers can reuse.

No matter the change large or small, by incorporating green practices into your retail store, your customers will appreciate it and it will decrease your store’s environmental footprint.

What are some other tips you have for greening your store? How has greening your location helped increase sales and decrease costs?

Selecting a hanger seems like an easy decision. But with all the different options for size, type, material, etc, it is easy to get hung up on the details. Here are a few things to keep in mind when selecting a hanger type for your retail location.

1. Choose Your Racks and Fixtures or Match Your Existing Decor. In order to make the most of your clothing displays, you must select racks and fixtures to accentuate the merchandise. The hanger you choose should match the criteria given by the store’s design elements such as the location of the cash register, slatwalls, racks, spacing issues and most importantly, the decorating. Lush carpeting and dark wood would not complement a clear break resistant hanger. A hanger is an extension of your décor. It could be the only thing in your store that a client touches and examines besides the merchandise. Therefore, it is important to put your best foot forward when it comes to hangers. When browsing our hanger selection, be sure to ask yourself if the hanger you are considering projects the proper image your store is trying to convey. That will narrow down your choices to a select few and make deciding much easier.
2. Evaluate Your Merchandise. The style of a hanger has a direct impact on the perceived inherent value of the item it holds. Depending on the type of apparel you sell, your choice of an appropriate hanger may be very easy. For suits or dresses, wooden hangers would be the best choice. Pants need hangers with clips while silky or fine fabrics need hangers with non-slip pads or cut-outs in the hanger to hold the item in place. Carefully consider the type of hanger that will make the most of your displays while drawing the customer’s eye to the clothing. Crowded racks of clothing on the wrong hangers can quickly create a mess and cause your store to appear disorganized and unprofessional. Hanger accessories can enhance any hanger by organizing racks, securing items on hangers, or helping customers find an item. For example, piggy back connectors for plastic hangers maximize space by forming shirt and pant combinations. Customers appreciate any extra steps that make their shopping experience more enjoyable or efficient.
3. Select a Hanger. What kind of hanger does your store need to make the most of its décor, clothing displays and merchandise? Each hanger style adds a different flavor to your store. Higher end stores may be interested in wood hangers or contoured plastic hangers. Coated non-slip hangers are handy for hanging fine fabrics or wide necked shirts. Versatile economy hangers, clear break resistant hangers and plastic hangers are fitting for many different types of stores and can even be sent home with the customer. Don’t forget your hanger accessories such as piggy back connectors, self-adhesive foam non-slips, foam hanger covers, size dividers and more.

What type of hangers do you use for your store? What advice do you have for someone choosing a new hanger type?

Opening a store is a very exciting prospect, and a lot of work. When opening a store, you want to make sure you have all the essentials. Plus, in today’s economy, you want to make sure you are spending your money efficiently.

Think about the design of your store. What type of décor do you want? Research shelving, display units, fixtures and accessories to decide on a complete look for your store. Select pieces that will coordinate with your logo, merchandise and retail space.

There are certain store supplies that almost any retailer needs, these include:

• Merchandise Bags
• Cash Registers
• Receipt Paper
• Boxes and other packaging
• Pricing guns and tags
• Surveillance Equipment

Different types of stores will obviously need different supplies. For example, a clothing retailer needs to purchase the following items:

• Clothing Racks
• Hangers
• Mannequins
• Display Cases
• Size tags

Then, don’t forget about commonly overlooked items such as:

• Vacuum cleaners
• Steamers
• Cleaning Supplies
• Steel cash drop box

We’d like to hear from you! What were the essential supplies you needed when starting out your retail business? Do you have any advice for the first time retailer?