Month: November 2011

Retail Fitting Rooms

Posted onAuthorericw@specialtystoreservices.com

On a scale of 1 to 10, how important of a role do you think the fitting room plays in a customer’s decision to purchase? 2? 3? Well, think again.

“It’s not visible, so I don’t know how many retailers realize that’s where the sale’s made,” says Robin Kramer, founder of New York based Kramer Design Group. “The best-spent money for a retailer is in the fitting room.” Many decisions about purchasing are made in the dressing room so you need to make that room as accommodating, functional and comfortable as possible. So, let’s think about what you can do to make sure that your fitting room really speaks to your customers and that the words it’s speaking are “Yes, buy that! It looks great!”

Size up your space. Customers are more likely to have a good experience when the fitting rooms are an adequate size and they don’t feel cramped. If your clients travel in groups, say moms with kids, you want to make sure that the room is big enough to accommodate a stroller and has the space for mom to bring the kids in with her. Larger fitting rooms with ample space outside the rooms for the peanut gallery or entourage create a relaxed and friendly atmosphere, encouraging people to stay a while to try on more clothing, thus stimulating sales. Make sure you have a seating area for those accompanying the shoppers; a comfortable, happy companion is less likely to badger the shopper into leaving quickly.

Hanging around. Hooks! Very Important! It is imperative that customers have enough hooks on which to hang everything they bring into the fitting room and also to separate the “yes”, “maybe” and “oh-my-gosh-no!” clothing. Utilize several wall mounted faceouts or J-hooks for plenty of hanging space.

Horizontal space. We’ve all been to dressing rooms that haven’t had a shelf on which to place a purse, sunglasses or pins from the clothing. Frustrating, right? Especially where there just aren’t enough hooks to spare for hanging the purse. A shelf in the fitting room is greatly appreciated, as is a small stool on which to lay clothing without hangers. I especially like to have a seat while trying on clothes to test the look and fit of the clothing while seated.

Lights and mirrors. Obtain even light distribution by having a light fixture over each fitting room rather than one big light for the entire area. “If you just have overhead lighting, it causes shadows,” says Kramer. “Have a mix of incandescent and fluorescent so you have a nice warm glow, not cold lighting.” Harsh lighting is unforgiving and makes me run for the hills so I am more likely to frequent a store with more complimentary lighting. Also important is the size of the mirror. The customers need to be able to see themselves from head to toe so mirrors that end at hip level aren’t helpful. Would you purchase an outfit if you couldn’t see how it looked from top to bottom?

Slatwall to the rescue. Slatwall is a great option for a fitting room. It’s available in several attractive colors to complement any décor including cherry, maple, black, white, grey and almond. Ready to paint slatwall can be painted any color you choose and gives the dressing room a distinct personality. Simply install a vertical 8’H x 4’W slatwall panel on one wall as an attractive and functional focal point then hang different slatwall accessories to accommodate the shoppers. Choose from faceouts and hangrails for clothing and acrylic shelves for customers’ purses. Acrylic sign holders for slatwall are also idea to inform your captive audience about sales, events and store policies.

Chime in. You can’t be everywhere at once so keep an ear on the fitting room even when you’re not near by. A motion activated door chime is ideal for letting you know when customers enter and exit the fitting rooms so you can walk over to be on hand and offer assistance. Also, shoplifters may be hesitant to steal if they know that you are aware of their whereabouts. Using a curtain instead of a panel door? Sew bells to top of the curtain for quick, do-it-yourself door chimes.

Keep it clean. No one wants to stand barefoot on a nasty carpet or dirty floor so make sure the floor in your dressing room is kept clean, clean, clean! I cannot wait to get out of a dirty dressing room so believe me when I say that a dirty dressing room can kill a sale. I remember in particular trying to see what an outfit looked like in a mirror full of little, smudgy handprints. I’ve not been back to that store. Icky.

Odds n Ends. The fitting room should be an extension of your store so it should have a similar color scheme and theme. Art work and attractive wall colors make the fitting room a more inviting and pleasant space, somewhere a customer feels comfortable and not in a mad rush to leave. Employ doors with space at the bottom so parents can keep an eye on children when they are in the fitting room alone. If your store can’t spare the space for a spacious fitting room, don’t fret. Just make sure that the fitting room you do have is very clean, in good repair and has plenty of hooks and a full length mirror.

When all is said and done, is your fitting room a space in which you’d want to spend time? If not, what can you do to make your fitting room a perfect 10? I’d love to hear your ideas!

Holiday Retail Window Display Ideas

Posted onAuthorericw@specialtystoreservices.com

So, do you think you need a bajillion dollars and a fancy-shmancy designer to create an interesting and eye-catching holiday window display? Well, think again, my friend!
Have a ball. Dress up your window display by hanging simple, round ornaments from the ceiling of the window display area. These ornaments are easy to find at any store, are relatively inexpensive and come in different colors and levels of festivity, from matte to gloss to sparkly. Hang the ornaments at varying heights from the ceiling with fishing line for an eye-catching display. Be sure to keep to a color scheme simple like all red, all blue, all silver or a mixture of just two colors. I think blue and silver looks elegant and lends a cool winter feel.
Let it snow. Do you have a smallish window display area? Create a little winter wonderland! The local craft or sewing store should have bolts of white fleece or felt. Use the white fleece or felt as the floor covering and add little snow drifts of white polyester pillow stuffing around the trees and sled. Put a little pine tree or two in the background and hang some of the ornaments you are selling on them. Not selling ornaments? Hang some pretty sparkly ornaments or little bird ornaments for effect. I have seen little pre-lit trees at the local Walgreens, Osco or other drug store for $15-20 and unlit ones even cheaper. Then get a sled, preferably the old type with runners, or a toboggan, place it on the “snow” and then put some of your featured merchandise on the sled. Tah-dah! Cute but simple window display! Don’t be afraid to play around a bit. Use risers on the sled if you’re displaying jewelry or collectibles. Bigger window in a clothing store? Use a warmly and fashionably dressed mannequin to pull that sleigh full of goodies. In a warmer, more tropical area? Trade the white for sand color and the pine trees for palm trees.
What easy and inexpensive ideas have you used?

Holiday Retail Shoplifting

Posted onAuthorericw@specialtystoreservices.com

‘Tis the season…for shoplifting. That’s right; just like holiday shoppers, shoplifters have already started emerging to get a jump on the holiday season.

National Retail Federation spokesman Joseph LaRocca confirmed that prime shoplifting season is starting. “Everyone’s getting ready for the holidays earlier this year,” he said. “We see an increase in thefts in October and November because, like stores, shoplifting professionals are stocking their shelves, too. They are getting ready for the holidays so they can supply flea markets, pawn shops and online outlets.”

According to Lt. William Kushina of the Cherry Hill, NJ Police Department, the department is seeing a more organized effort at making off with big-ticket items. “It’s not just kids. When someone is stealing 10 pairs of jeans, that is organized retail theft,” Kushina said. “The economy has a lot to do with it, but we do see an uptick before the holidays.”

Shoplifters seek safety in numbers. Now that more people are out shopping it is harder for sales staff to keep an eye on everyone at all times, giving an opening to thieves. Sales staff does not have the time to stick like glue to everyone that comes through the door but following are some things to look for that may indicated that your “customer” may not be on the up-and-up.

    • Large open bags. When a shoplifter is examining merchandise, the bag is placed open on the floor and merchandise dropped into it. Also keep an eye out for dirty, wrinkle paper shopping bags; this can be a tool of the trade that they carry with them and not a bag that came with a purchase that day. This shoplifting technique can be combated by stapling bags shut at the entrance or checking them in behind the counter to prevent anything from “accidentally” falling into them.

 

  • Women with large purses or people with baby strollers. There is nothing you can do to prevent people from using purses or strollers but be sure to pay attention to these customers. Items can be dropped into a purse while allegedly digging around for lipstick or can be quickly hidden under baby blankets.

 

 

  • Customers walking with short awkward steps. This may be an indicator that items have been shoved into clothing and the shoplifter is trying to keep them in place. This is especially true with skirt-wearing female thieves who will put merchandise up their skirts and clench it between their thighs.

 

 

  • Newspaper. Small items can be slipped into a folded up newspaper so pay special attention to those strolling around the store with a newspaper under their arm.
  • Shoppers with large coats who keeps their hands in their pockets. Some shoplifters will cut a hole in the lining of their coat so, while examining an item with their free hand, they can reach out and grab merchandise through the hole with the other hand.
  • Be aware of those shopping in pairs or groups. Sometimes one shoplifter will distract the sales clerk with a question while the other grabs the merchandise.

 

 

  • Return shoppers who don’t shop. People who keep returning to the store without purchasing may be scoping out the store and checking the level of attention paid to them. If they keep coming back without purchasing, they may be walking out with unpaid merchandise.

 

Now that you know some things to look for, how about an ounce or two of prevention? While shoplifting can be curtailed by employing security cameras (or simulated cameras), security tags with alarms and by monitoring fitting rooms, nothing beats attentive customer service. Greet all shoppers with eye contact and a warm welcome so that everyone knows that they are on your radar. Also….

  • Alternate the direction of hangers. Some thieves are fans of the “grab and run” technique but if they try to do that when the hanger directions are alternated, the hangers will lock up and won’t come off the rail.
  • Check employee bags when they leave. We’d all love to think we can trust those we employ but the reality is that employee theft is a big problem. If employees know that their bags will be checked they will be less likely to chance stealing.
  • Watch the “no sales”. Employees will occasionally need to do a “no sale” but if the numbers are high for particular employees then you may want to look into why that is. The average is 4 “no sales” per day so keep an eye on higher instances.

I know you want to keep shoplifting down to a minimum but please do be safe. Never try to physically stop a shoplifter; call security instead. Also, do not outright accuse someone of shoplifting. If you feel certain that someone has taken merchandise, give them the opportunity to purchase the items they “forgot” to pay for. If they refuse or become aggressive, let security handle the situation.

Active and Able Adds New Talking Watches to their Extensive Selection of Assisted Living Aids

Posted onAuthorericw@specialtystoreservices.com

Active and Able, a subsidiary of Specialty Store Services, carries innovative assisted living aids designed to help people live more independently. The new talking watches recently added to the Active and Able website are a great holiday gift idea for those with limited vision. Click on the following link to find out more about these attractive and functional watches!

Active and Able Adds New Talking Watches to their Extensive Selection of Assisted Living Aids

http://www.activeandable.com/

Holiday Retail Sale Ideas and Tips

Posted onAuthorericw@specialtystoreservices.com

The crazy holiday shopping season is pretty much here! Hooray! This is when many retailers make up for a slow year and, if you’re one of those retailers, then read on for some tips to maximize your profits.

“This is the time of the year when great service counts,” states John Tschohl, president of Minneapolis-based Service Quality Institute. “Competition is everywhere so you have to do the job better and better. Amazon increased sales 40% last year and will do the same this year. You are a click away from your competition.” That being said, how can you set yourself apart from your competitors? How can you generate just a little more profit on each sale?

Wrap it up. Save your customers time by wrapping some of your best-selling items for instant ready-to-give gifts. Keep some unwrapped samples on the display so that customers can examine the merchandise. Make sure you color code the wrapping paper so everyone knows what’s inside. For example, lotion set in red gift wrap, cupcake cookbook in green gift wrap, picture frame in blue gift wrap, etc. Don’t forget to stick a name tag on the pre-wrapped gifts so your customers can label them before they forget what’s inside.

Stuff those stockings. Offer stocking stuffers right next to your register to stimulate impulse sales. We all need little last-minute gifts so offer some small items at checkout to capture the customers’ attention and jog their memory of “Oh yeah, I need a little something for so-and-so at work/school/church, etc. and this would be perfect.” There are many attractive and functional impulse displays that can help you generate impulse sales all year round, not just during the holidays.

Send holiday cheer. Send a holiday card to your regular customers and offer them specials not available to the rest of the public. Invite your best customers to an after-hours party to show your appreciation.

I love you, man. Treat everyone who walks through your door as if they are truly special. Because they are! They could go to any other store but they chose to enter yours so make them feel welcome. Help take the edge off all the stress and craziness of the season by giving a genuine smile, offering to help them find gifts, complimenting them on their cute reindeer antlers (What? Some of us are very festive), scarf or whatever else is nice.

So. Very. Late! If your shoppers are anything like me, they wait until the last minute to shop so make sure you have a display that features last minute gift ideas in varying price ranges. If you have the room, separate categories such as “Gifts Under $20”, “For Him”, “For Her”, etc.

Holiday bonus. Everyone loves free gifts! During the last week or two before Christmas, offer bonus gifts to customers who spend a certain amount, like $75 or more. Let them choose a gift from a variety of free items that you select.

Slippery when wet. Keep your floor clean and dry so it looks nice and so people don’t fall and break their…holiday cheer.

Take care of yourself. The holiday season can be a challenge so make sure you get enough rest and healthy food to keep your batteries charged; it’s hard to be nice to customers and coworkers if you’re feeling icky. Don’t forget how much fun it can be to create events and promos and then help them succeed.

Please let me know what promos you’ve tried and how they went. Have a great holiday sale season…and have fun!

Small Business Saturday – Retail Event Idea

Posted onAuthorericw@specialtystoreservices.com

Small Business Saturday is November 26, 2011! The 2nd annual Small Business Saturday is a day dedicated to supporting small businesses on one of the busiest shopping weekends of the year. This day is a shout-out to the mom-and-pop shops that make up the bulk of the business in this country.Started last Thanksgiving by American Express, Small Business Saturday falls on November 26th, between Black Friday and Cyber Monday. This is your chance to show shoppers that bigger isn’t necessarily better and that shopping in-store can be more compelling than buying online. Here are some things that you can do to call attention to this dynamic day and to bring some of the big-box business through your door.

    • Put in more than your 2 cents. 68 cents of every dollar spent at a neighborhood store stays in the community. Did you know that? The money spent online gets dispersed elsewhere and that doesn’t benefit your neighborhood. Celebrate the local shoppers by giving a prize to the 68th person who walks through your door on November 26th. Make an event of it, take photos, pop some sparkling cider!

 

  • Get the word out! Hang posters promoting Small Business Saturday in your window. Post about it on your Facebook page, Tweet about it, send out emails and invitations to your customers. Let them know that shopping locally helps the community by keeping the money local. Check out the Small Business Saturday page for window signage, e-marketing material, free ads and information about American Express’ $25 statement credit offer (for registered Card members and stores that accept AmEx).

 

 

  • Be there or be square. Make your hours super accommodating on Small Business Saturday. Open a little early, stay a little late or both. Offer early bird specials or small gifts to the first 10 or so customers.

 

 

  • Party like it’s…um, 2011. Lend a fun, festive atmosphere to this day! Offer little snacks like brownie bites, veggie sticks and punch. Get your decorations up and put on your party hat! Smile! It’s contagious!

 

After the event, make sure you post pictures online and in the store, and send out an email “thank you” with photos and highlights of the day. Let everyone know that you appreciate their business not only on Small Business Saturday, but every day of the year. And make sure they save the date for next year’s Small Business Saturday because now that you’ve got one under your belt, you’ll know how to make it even better next year!