miércoles, 30 de enero de 2013

MARKETING TOOLS FOR YOUR SALES POINT




WEEKLY MARKETING IDEAS, TO IMPLEMENT INTO YOUR STORE

PARAMETER 1: THE STORE LOCATION




Probably, one to the most important points, for having an successful business, is having, the right store location.  Today, in a very competitive and difficult retail environment, you can have the best price, biggest product offer, best offers,... but only,.. the exact location can make the difference.
Before launching a store, it is necessary to study in detail the exact location. 

The right store location and environment can be divided into 4 key sub parameters.  They will allow you, to detect and to measure the best new and or evaluate your existing commercial location.
However, before, it is important to consider the following 3 general questions?

- Has the city enough economical potential, in order to justify your investment?
- Did you analyze the general area and its most commercial streets?
- Did you analyze the general facts of the selected store location and its environment?


The facts, which will define your final decision, to select your store location, can be divided into:

Facts who have an input on the demand: flow of transit, possible and future turn over increase, etc..

Facts who have an input on its environment: the existing commercial offer, or services like banks, public organizations, transport...., direct or indirect competitors, urban and or architecture characteristics like easy access, parking availability, car free street,..

Facts who have a input on the building, store: visibility, access, size of front windows,...

Facts who have an input on the acquisition or maintenance: rent, fee to take over store....


Lets now start with analyzing our 4 key sub parameters.  As explained, last week, we are going to quote them form 0 until 3.  As you will remember, we described the quotes as follow:

0 = critical, requieres immediate action 
1 = not that favorable, needs a short medium action
2 = favorable, good, but needs a medium long action
3 = optimal, perfect.


The 4 parameters to analyse:

The general attraction of a commercial area: The right store location is vital, to assure the success of your business. Are you in the right commercial area? Are you in the best street?
The flow of people in that area: Strategic and very important, the exit of your results, is mainly linked with the number of people passing your store. The more people, the more possibility  that people will enter and buy.
The kind of type of street of a commercial area: The street, front store, the size, the width (min. 1.50 is needed) are very important , as they will allow your store, a better visibility and access. 
The area or environment of the store: Definitely strategic, when selecting your store location. The fact that you are in an already well developed commercial area and the wide range of existing services will generate and guarantee, an important flow of consumers.

Lets give you some examples, how to quote your parameters:

Example 1: You are in a 'out of the main commercial area' street, not visible = quote 0 (maybe you have to change your store, to a better location).
Example 2:  The flow of people passing your store, in commercial hour, is more than 50 persons, each 10 minutes = quote 3 (can not be better)
Example 3: The width of the street of your store front is less than 1m = quote 0 (will provoke bad access and visibility of your store, the minimum store front has to be more than 1,50m)

By analyzing and quoting (eventually, by making a table with all results) all parameters in detail, you will end up with a final result. It is important to analyzing with a critical eye (a SELF-critical analysis), in order to have a clear and correct view of your existing and or future store location, as big part of the success and results will depend on it.
Based on the total result, you will be able to make the right decisions, concerning your perfect store location.
My experience has learned me, that it is better to have the best commercial location and paying more in rent or buying price, than looking for a cheaper 2nd, 3rd or 4rd store location, but having few flow of people and less sales.  A good location is already the half of your success.
Lets start.....

NEXT WEEK, 
PARAMETER 2, THE STORE CONCEPT....

NOTE: Please do not hesitate to ask us, if needed, more in debt and detailed information, how to realize and find your perfect store location.










martes, 29 de enero de 2013

COPENHAGEN, THE CREATIVE RETAIL CITY



COPENHAGEN,
The city, that decorates itself....




Talking about Copenhagen, is talking about decoration. It can be considered like the world capital for all those who love to decorate their homes, being creative, trendy but still unique.  The vibrant Danish capital, has all what you need, to restyle or decorate your house.  Surrounded by beautiful old harbor port buildings, along the various canals,  mixed up with spectacular contemporary architecture, each corner of this historical trade city will surprise you. 
Although the main commercial 'Stroget' street, homes major retail chains, in it near surroundings you will find a lot of little streets full of lovely shops and outlets, offering a wide range of lovely products.
To find the more creative area, just cross the bridge across the harbor and visit 'Christianshavn', a melt pot and the home of artists, architects, writers and creatives.  A beautiful historical 17th century neighborhood, full of old townhouses, warehouses, modernist apartment blocks, full of shops, restaurants and bars, divided by canals.  The nearby Royal Opera House, in the 'Holmen' district, along with the various academies of arts, film and music, are creating a young bohemian lovely atmosphere. 
You feel like learning everything about the Danish architecture and urban design culture, just visit the Danish Architecture Center, situated in beautiful historical building.  You will love it.











For those who like to see, the latest on Danish design furniture, just drop in 'Vestergaard Mobler'
or for fanatics of retro, visit Retro Villa....with its amazing wall paper collection.  





                                               www.retrovilla.dk


Or just jump into 'Kirk', for a wide range of accessories for your home....















...and do not forget 'Frizsche Glashandel', one of the oldest craft glass stores in the world for beautiful in blown glass or the famous Norman designer store. (like already described in on of our monthly retail concepts)



For a nice breakfast or lunch, just go to 'Café Wilder', a french style, very popular café.....







www.cafewilder.dk






.....or do you feel like having a good beer, you still have one of the oldest taverns of Copenhagen, the 'Eiffel Bar'.





....and do not forget 'Noma' the best restaurant of the world....



www.noma.dk








As you can see, there are so many things to see, try and enjoy in Copenhagen.  This, is just a little glimpse of what, this exiting, cosmopolitan, but human city has to offer.
O.. by the way...do not forget to use the bike, as it is the perfect way to discover this lovely place.

So,...well known, for their hospitality...'Nyde Dit Ophold'....

www.visitcopenhagen.com
www.copenhagen.com



OUR WEEKLY RETAIL VOCABULARY LESSON




OUR WEEKLY VOCABULARY LESSON
Week 4









Basic Stock Method : A kind o inventory planning tool, in order to maintain a continuous level of stock, most of time more than you expect to sell in a specified period. Part of the never-out-of-stock system.  Mainly used for basic high rotation items.

A Category Killer Store : A term used for a kind of store type, mainly large and specialized in one group of products, selling mostly at low prices. A store concept with a lot of future.  Sometimes, it is better to be the best in one product group, offering a wide range of items in this specific area, with the best service and with the most competitive prices instead of trying to sell everything, but be average in your offer.

Non- Store Retailing : A form of reaching and selling to your consumers through other ways than your usual store.  Can happen through direct selling, vending, direct marketing,...Could be complementary to you actual store business and a good tool for incrementing your turn-over.



lunes, 28 de enero de 2013

DOES THE USE OF SINGLE MINDED MARKETING STRATEGIES STILL WORKS ?




THE NEED OF CULTURE-SENSITIVE MARKETING







As mentioned in my personal introduction, during my life, I have been living and traveling in many countries and have learned about different cultures.  Today, in my daily business, as Belgian, working already more than 10 years in Spain, I see so many differences, between the local people and my own Flemish culture. 
When I setup my second furniture store in Madrid, I had been operating for more than 5 years in Barcelona and thought, that by using the same products and collection for the store of Madrid, it would be as successful as Barcelona.  Wrong....the consumers in Madrid were looking for a different product.
The culture and what happens in the hart an minds of people in Madrid is different of those in Barcelona, Santander, Sevilla....Brussels or what ever place in the world.
Where we are used, to follow the classical marketing and have a very single minded ( the Kotler theory) idea of product and or advertising management, I do believe, that we need to take a different view on the above and re-analyse above theories. 
Do, consumers around the world, behave the same ?  Certainly.. yes... Consumer 'needs', are most of the time the same and universal and the drive, to obtain them, is very similar.  The marketing and media gurus know, how to use this common 'all together feeling' very well.  However,..what about the cultures?  Are the people from New York, having the same family values as the habitants of a village in Texas? Does Flemish people think the same as the habitants of the Walloon region (French speaking region)? Are the Parisians dressed up the same as the Berliners? Are people in Holland, more house birds than the Spanish people, who like to enjoy, being outside?......
Maybe brands have the intention to globalize too fast the world as equal, as one big consumer market, but what about each culture?  What happens in the hart and mind of each consumer? Can we globalize cultures?
Can we eliminate or forget the 'unconscious' of those groups of people, their collective behavior, their religions... that has been there for so long, from generation to generation,...
Are the values of life and the way each one of this cultures understand and feel them, not important?
It must be clear that the value and perception of a product or service is different between regions  and  countries.  The last years, with the failure of many international food retail chains, trying to implement their single consumer minded world strategies, in all regions and or countries, we have learned that you can think globally, but it is needed to act mainly locally. If you want to act successfully locally, adapt yourself to their culture, feel it, taste it,..and adapt your product to the needs of that culture. Use local marketeers. Do not just implement your own 'My product is the only one and the best' strategy.  Re-evaluate your marketing strategies and become and think as a local.  
So, just become cultural sensitive.....



RETAIL IS JUST DETAIL, IDEAS TO SELL MORE




SIMPLE IDEAS TO SELL MORE INTO YOUR STORE
Week 4







Internal system, idea 3

Put your priorities en order.  Sometimes, we have the intention to organize our priorities always in line with our most urgent matters or when something happens.  Managing a store, is managing your priorities in order of importance. Priorities general depend most of the time of the retail calendar. (ex. the priority in sales period, is having the much goods in the store,in order to try to sell the much possible) Some priorities are sometimes not that urgent, but could have a mayor importance on the results. So make a priority classification in your store.  This will allow you, to act  automatically and very fast, in case of unprovided situations.  It also, will avoid discussions of who or what...has done right or wrong.  Important that your staff knows this priorities. Priorities can be organized by year, month and or week and by one time or repeated tasks.

Clients, idea 4
Do not allow, that your clients leaf you.  As already explained before, you have to take care of your clients continuously.   This you can do, by creating a membership.  Those clients, generally represent a big part of your clients and business volume.  Al lot of those clientes,  however, disappear after a while, as they need a permanent attention and the feeling of belonging to something.  So, reward those clients by offering better service and sometimes bigger discounts, in line with the time, they are client of your store.  A good repeated communication is vital.  Try to know, what they permanently think (via blog, opinion polls,..) or what they like or not like of your store.  It will allow you, to adapt your store very quickly to the todays needs.  It will also maintain your clients.  Do not forget,....it is always easier maintaining clients than making new clients.

Products, idea 2
Always prepare your store, upon receiving of your products.  Always try to avoid, to fill your store with new stock of products during opening hours, as it always will disturb your clients and distract your sale staff.  All the time, that they are occupied with the filling of the goods into the shelfs, they can not be with the client.  It has also been proven, that mayor errors in stock inventory happen during reception of the goods.  So, by making your priority list, adapt you employees working hours, the way that some, can do the reception of the goods and its register in the computer system before opening the store.  It will save you a lot of errors.







viernes, 25 de enero de 2013

FANGSUO COMMUNE, A DIFFERENT CHINESE BOOKSTORE





FANGSUO COMMUNE  
GUANGZHOU, CHINA

OR HOW A BOOKSTORE CAN BECOME A TRENDY PLACE....











In line with our monthly special store concepts, we like to talk you about Fangsuo Commune, or  lets called it the real oriental spirit.  From its design, using mainly natural materials like wood, bamboo, steel and stone, its 2000m2 store is bringing a total new way of bookstore.  Actually, using the image the typical old bookstores with high selves, it combines the selling of books, clothes, different unique household International designer items and handcraft made products, presented in a new modern very attractive designer atmosphere.  The warm colors of the natural materials, the shapes, like the 100 meter long and 3 meter high library, full of books or the remarkable entrance door and the special store furniture are creating a unique feeling.  By offering various expositions of art and culture events in their adjacent gallery, they create a continuous flow of movement into their store. Centrally, you can find a lovely coffee shop full of orchids.  On the walls, you will find daily new poems, created by the staff.
The use of warm natural materials, the smell of wood, the music,..are creating this oriental timeless and peace full atmosphere.
By offering a wide range of limited and special books, combining designer decoration, household art, clothes and all aspects of art, Fangsuo Commune, has created a kind of unique atmosphere.  It has become a kind of culture center, a place where people meet each other, enjoy art, books and the peace.
It is like entering in an other world.  The world of being different and unique.



jueves, 24 de enero de 2013

CONCEPT SMALLE, THE CREATIVE BLOG

                                                   



CONCEPT SMALLE
 A creative blog for creative people.


For those, who love interiors,..who like to know, how they can restore or recover their armchairs,... how they can set up, renovate, decorate and run a Bed & Breakfast,... restore a old country house,... redesign a furniture store..or just like to be informed on the latest trends of the most important interior design fairs...just surf to both below blogs and feel free, to give your opinions and ask your questions to Gudrun.  She will be very happy to share her passion and good taste for interiors and eye for details, together with her tremendous working capacity.  Concept Smalle, just a creative blog for creative people...

conceptsmalle.blogspot.com
www.ideeinterieur.be

PARIS, RETAILING CITY OF THE MONTH





From 'Chanel' to the 'Eiffel tower', from 'Le Grand Palais' to 'Les Galeries de Lafayette', from 'Montmartre' to 'Centre Pompidou'.....









Welcome to Paris, a bustling world city....

Paris, city of contrast,... always romantic,... sometimes stress full,... historical paradise,..from Medieval to Baroque, Neoclassic to Contemporary, city of Napoleon, ...laboratory of architects like Jean Nouvel, Frank O.Ghery and new urban design freaks... like Jean-Marc Gady, Alessandro Scotto or Otto von Spreckelsen.
Paris has everything,..but... only the best....Elegance, Glamour, Style, Cosmopolitan,....
From the hills of Montmartre, passing the 'Arc de Triomphe', driving along the 'Champs Elysees', following the river Seine, admiring the 'Eiffel Tower', the beauty of the 'Pont de Alexandre II', the exclusive 'Place Vendome', the royal 'Jardins de las Tuileries', the 'Musée du Louvre', the majestic 'Hotel de la Ville', the romantic 'Pont du Neuf', the excentrique 'Centre de Pompidou', the little medieval streets of 'Le Marais', etc....
As one of the most visited capitals in the world, only Paris offers the latest on world retail.  From the most trendy, designer, latest or vintage fashion to  discounters like the famous Tati.
If you like the chic, like Hermes, Versace, Luis Vuitton, Chanel, etc ...just feel like a star in the 'Faubourg Saint Honoré' district or the 'Avenue Montaigne'.  Do you prefer the splendor of the Belle Epoque with the famous department stores like 'Les Galeries Lafayette' or 'Printemps', just look for 'Boulevard Haussmann'.  For those, who like something more special or unique, dwell into the small boutiques of up- coming designers or antiques stores or just drop in the BHV department store of the historic 'Marais' district.  
For shopping in the global retail chains, just go to 'Avenue de Champs-Elysées', 'Les Halles' and 'Rue des Rivoli'.  For the more sophisticated, chic and or intellectual,..you have to visit 'Saint Germain-des-Prés'.  You will find a mixture of the old style department store 'Le Bon Marché', next to exclusive designer boutiques like 'Sonia Rykel',...or rare art and book shops.
If you are a fanatic of vintage, antiques and oddball items, just visit the numerous flea markets, like the 'Saint-Quen' flea market...
So, retail freaks, window shoppers, designer fanatics or fashion victims, sales hunters or everybody who looks for something different or especial,.. as you can see,... Paris has a lot to offer,.. each corner of this beautiful city, hides a secret and will surprise you. 
Just have walk or use their fantastic bike rental system and discover it.
Enjoy it....

www.paris.com


  






miércoles, 23 de enero de 2013

MARKETING TOOLS FOR YOUR SALES POINT



WEEKLY MARKETING IDEAS, TO IMPLEMENT INTO YOUR STORE
Week 3







Today, a store is not just anymore a simple point of distribution, 4 walls, a counter and some products presented in a shelf, but a world, where we sell the consumer a lifestyle, a concept.  
This needs, the use and development of a certain marketing and merchandising strategy, in order to obtain the best results.  The increase of new forms of buying like internet,etc.. is forcing the retailer to invent more and more new forms of seducing emotionally the consumer towards and into his store.  Being different than the average, by using this different ways is the only solution.
In order to evaluate our situation, we have to know, next to the general standard macro and micro economical measurements, how to define and analyze the more important parameters of retail.  This will able us, to identify our exact situation and adapt the right strategies and action plan, in order to obtain the best results and an excellent sales.
So, first lets evaluate your exact situation, using a number of evaluations from 0 to 3 points.  The worst evaluation is 0 and requires an immediate action. Evaluation 1, we consider, a 'not so good' evaluation, which requires a medium short action. Evaluation 2, we can consider 'good', but always can be better.
Evaluation 3, reflects a good and right position, to be maintained and even if possible, to be improved. (but not necessary on a short time)
By using this kind of evaluation, we are going to be able to check all parameters of the retail sales point
and create a clear diagnostic and execute the right marketing and merchandising plan.
The parameters to be evaluate are:

- the store location
- the store concept
- the offered product range
- the communication politics
- the promotion politics
- the store atmosphere
- the store innovation 

Each parameter will bring, at the end, a clear idea and conclusion, in order to obtain a better result, in line with your sales, rentability and or service to your clients and allow you the best results.

Lets start our evaluation.....

Coming up...next week

Parameter 1, the store location







martes, 22 de enero de 2013

THE BEST MARKETS AROUND THE WORLD





A MONTHLY GLIMP OF THE MOST TRENDY MARKETS AROUND THE GLOBE.

PROBABLY, THE OLDEST WAY OF  RETAILING

COMING UP....


MERCI, A SOCIAL RETAIL SHOPPING EXPERIENCE





MERCI  PARIS

A NEW FORM OF RESPONSIBILITY 
SOCIAL RETAILING



Close to 'la place de la Bastille', (3rd district) you can find Merci, a trendy retail concept.  Housed in an old loft style fabric (usine), you will find a wide range of trendy designer products, most of them exclusively and unique.  Vintage clothes, furniture, household, etc..from well know world wide designers.  If you feel like having a coffee in their cosy library, a meal in their lovely restaurant or just need some flowers...or just like to being part of a good social action....Merci, dedicates all its profits to charity.

www.merci-merci.com

RETAIL IS JUST DETAIL, IDEAS TO SELL MORE




SIMPLE IDEAS TO SELL MORE INTO YOUR STORE
WEEK 3








Clients, idea 3
Invent your 'Off Sales Season'.  In order to maintain a flow into your store, sometimes, you have to reinvent a sales.   Where before, we had the typical summer and winter sales with its respectively off prices on products of exposition and overstock, today we can use more and more 'Mid Season Sales' periods, allowing us, to liquidate those product groups which have less rotation into the store.
They allow us to liberate the warehouse and store for new products with better sales and allow us to generate an extra cash to pay the current store operations costs.  Where before, you could find a tremendous group of products in off sales in a short period of time, today a regular pre sales period, allows you to obtain a mayor rentability and create a more regular flow of clients, looking for permanent offers.  So be creative,...by using  the new retailing

Internal system, idea 2
Protect your margin. Probably one of the most important points into your business. The commercial margin is the result of your  SALES - BUYING - DIF.STOCK / SALES.  A too generous discount policy, would give you the unpleasant surprise, that you have been working for nothing, even with incremented sales figures.  Together with above, a good stock control and a limited new product  buying (the right quantities, no more than that...) will avoid you any surprise.
A forms of compensating the lower margins of the off sales products, is launching simultaneously new arrivals, (mainly, no- off priced items) which will allow you, to maintain your needed store margins.

Employees, idea 3
It is very important that your employees are convinced about what they have in the store.  The best way to have them motivated to sell it, is the possibility of having access to it.  The best sellers of your products are the users of it.  Your employees should be priority.  So allow them to benefit of it, by offering  products discounts to them and their family.  You will not only sell more, but your staff will be more motivated and compromised with there work.

WEEKLY RETAIL PRESS RELEASE




WEEKLY INTERNATIONAL RETAIL NEWS
Week 3









Retail company H&M, is due to open soon, his new chain '& Other Stories' in some of the major European cities and at the same time launch his e-commerce.    This new women focused retail chain, will offer a wide range of products like shoes, bags, jewellery, lingerie and clothes, into the medium upper level, bringing complete trendy fashion collections.  Where 'H&M' and 'Cos' (there more upgraded brand) are bringing fashion for the complete family, this new chain will focus mainly on the todays woman, looking for a complete look.
This new project, will allow H&M, to continue to diversify into a more different store branded company, like there main competitor Zara, reaching all levels of the retail market and reducing their management risk of depending too much of one retail concept only. 
www.stories.com



OUR WEEKLY RETAIL VOCABULARY LESSON




our weekly retail vocabulary lesson
week 3







Private Brands: Own developed brands (white label) by retailers and or wholesalers, in order to compete with branded products. Those brand are only sold into their stores and offer bigger profits margins.  They are less expensive for the consumer and create a close custom relation. More and more, we can see this house labels into the market and force the more branded products to reduce their prices, to compete with the house labels.


Storefront: The exterior part of the store, it includes the entrance, windows, building, lighting and construction. The front of a store is very important, as it is the first eye contact of the consumer with your store.  It reflects your identity and  consumer concept perception. 

Variable Pricing: A form of calculating your prices, adapting your pricing strategy, to coincide with the current market fluctuations in cost or consumer demand. 

Universal Product Code (UPC): It is a code (barcode), based on various thick and thin vertical stripes, mainly find on all consumer products, allowing the retailer to record data instantaneously on the products, size, color and the sales of his product. By using the scanner, all data is transmitted towards the central computer and allows the retailer to control his business better. 

miércoles, 16 de enero de 2013

WEEKLY RETAIL PRESS RELEASE





WEEKLY INTERNATIONAL RETAIL NEWS
Week 2


                             




Two giant media retailers like Virgin Megastores France and HMV UK are close to disappear, due to their continuous bad sales results and repeated losses.  The increasing internet sales (especially...the Amazon strategy..), has made above concepts, which mainly have been focusing their core business on general media products like books, music and film, become obsolete.   
Will media retailer Fnac, be the next one ?



martes, 15 de enero de 2013

RETAIL IS JUST DETAIL, IDEAS TO SELL MORE...




SIMPLE IDEAS TO SELL MORE INTO YOUR STORE
WEEK 2







Internal system, idea 1
Keep order in your warehouse.  Your warehouse is like the kitchen of your restaurant and vital to provide a perfect quick service towards your clients.  The way, it is set up, depends of the kind of business you are operating and can be divided into various product groups or families. A clean and well organized warehouse reflects the way your company acts commercially and should be a common act of responsibility of the complete store team.  The time, each sales person loses in looking for some goods into a not well organized warehouse, is the time, you can gain, serving the client faster.


Employees, idea 2
By creating cross functional teams, you create a group of people, able to act together in one direction.  Often, each individual and or department of your retail operation, works independent with his own goals, trying to achieve his own objectives.  By creating more flexibility and delegating more to self management  (so just,let them think and try their ideas...), using the hidden capacities of each person in various areas, you will obtain more trust of your people and at the end better results.  By delegating more, it allows you,..more time for more important strategic decisions. 

Clients, idea 2
The using of mystery shoppers, allows you, to give a better value score of your business.  As we do not always like to criticize ourself and sometime use a quiet non objective vision of the reality, those clients can give you an exact and very important view of how the clients see your way of doing business.  Of how your staff is serving and acting and what they feel about your store. It will allows you, to react, change and adapt your store and obtain better results.  It is important, however to realize regular evaluations, in order to measure your progress.


NORMANN COPENHAGEN, A DIFFERENT WAY OF LIVING






NORMANN COPENHAGEN

NEW DANISH MODERN DESIGN...
OR HOW... TO CHALLENGE THE CONVENTIONAL DESIGN RULES...











If you want to see and feel pure design, than there is only one place to be,...the Normann store in Copenhagen.  In a 1700M2 old theater, you can find the latest designer products from all around the world.  
Created, 10 years ago, Jan Andersen and Poul Madsen, started in a small designer studio, have been creating, together with the most rewarded designers, the most innovative and exiting products.  The flag store in Copenhagen, is a unique international awarded retail environment, where you will find the latest of design and fashion lifestyle products.
Are you are curious ?
Surf to  www.normann-copenhagen.com or... just fly for a weekend to Copenhagen...and enjoy this innovative retail concept.

lunes, 14 de enero de 2013

OUR WEEKLY RETAIL VOCABULARY LESSON




our weekly retail vocabulary lesson
week 2







AN AUTOMATIC REORDER SYSTEM: Mostly generated by a program into the computer of the store, on the base of a perpetual inventory system and reorder point calculations.  The system reorders automatically, when stock in store reaches a pre-order point.  (part of this very important NEVER OUT OF STOCK SYSTEM)

DEPTH OF ASSORTMENT: Mainly refers to the variety in any of the goods or services group, with which a retailer is involved. 

EVERYDAY LOW PRICING: A form of retailing, whereby the retailer consistently offers low prices throughout the selling season.

MARKET PENETRATION: A strategy, where the retailer tries to achieve large revenues by setting low prices and selling high volume items.

MARKETING TOOLS FOR YOUR SALES POINT

COMING UP....  WEEKLY MARKETING IDEAS TO IMPLEMENT INTO YOUR STORE




In the next coming weeks, we will introduce you on a regular weekly base, into the more strategic management and visual merchandising of your store.  Where, in our previous weekly ideas, we rather prefer to stay on more general management ideas, in this reviews, we will bring you some more technical answers to some questions like:

- Do you have the right store location?
- What about your external or internal store decoration?
- Do you have the right product offer or product mix?
- What about your product presentation?
- Your sales point communication?
- What about your sales point promotion?
- Is your store atmosphere right?
- And may other doubts...

With above, we hope to explain you, why some stores are selling more than others, with the purpose, to define and analyze, the reasons, why and how, they generate the strategies, to obtain this success.
Keep you informed...





viernes, 11 de enero de 2013

THE CONRAN SHOP EXPERIENCE LONDON







THE CONRAN STORE

CONTEMPORARY FURNITURE,
LIGHTING AND GIFTS.



www.conranshop.co.uk
www.conran.com
www.weareconran.com






Talking about Conran, is talking about Terrence Conran.  Probably, one of the the most creative, energetic, and multi talented persons of the UK.  Starting his initial design career in 1956, by opening his first London design practice, we mainly know him, through his very successful international retail chain HABITAT, offering this modern contemporary design household goods and furniture. 
His experiences goes, from architecture and interior design of buildings, houses and restaurants (even managing them) to writing and publishing books.  His own particular idea and feeling of bringing a kind of clean and pure lifestyle design, has brought him many merited awards.  Although, the Habitat chain does not belong to him anymore, he and his family still dedicates their energy with the same style and perfect taste.  Today, the company is operating with various stores under the name 'The Conran Shop', offering a mixture of contemporary design items, mixing up their own home brands with designer labels, respecting this timeless Conran lifestyle.




Next to its stores, the company also operates into industrial building interior and consumer product designing, creating  private label product groups for various international retail chains like Marks and Spencer, JC Penney, etc... (see images on the left of the latest JC Penney home collection)
As born retailers, they also manage a very important restaurant retail business.

If you go to London,...this has to be one of your obliged retail stops....

miércoles, 9 de enero de 2013

RETAIL IS JUST DETAIL, IDEAS TO SELL MORE...




SIMPLE IDEAS TO SELL MORE INTO YOUR STORE
WEEK 1







Like mentioned before, here you can find our weekly ideas and tips, to sell more into your store.  We have divided the ideas into groups. Sure, you remember our Retail Pyramid, where we explained you the importance of the employees, products, systems and clients and the impact of those on the results.

- Employees
- Products
- Internal Systems
- Clients

So, each week we will present them, by group.  Here they are....

Employees, idea 1
A vision without action is a dream, an action without vision is losing time.  An action with vision is right to the target.  Everybody in the company, needs a target, a clear vision in its work, a kind of identification and or satisfaction, a feeling that we are or have realized something in our work.  Very important that the employees know the vision of the company and that they feel identified with it.
They like to belong to it.  So,..ensure your company vision is clear and that your people know it.

Clients, idea 1
Fidelizing you clients is probably one of the most important things in your store, especially today with a lower flow of customers, due to the economical situation.  One of your main company targets, should be creating and maintaining a continuous communication and relation with your consumer, sending them regular valuable information, tips, promotions, presentations,....etc..in order to build up this permanent link.  By creating a kind of membership, captivating the client, when his is paying, by offering the store client card, you start to create this valuable relation between both. By using the latests forms of technology like Facebook, Twitter,...), you maintain the client informed and create added value towards your store and or brand. Those clients are the best ambassadors of your business and are going to promote your product through their contacts.  At the end,..more clients and more sales.  However, don't  forget,...the client always wants 'value for his money'.

Products, idea 1
As already mentioned before, today, to be successful, you have to be different than others,..different in your concept, product, price and service. The key of your exit, lays for a big part in offering something, sticking out above the usual.  
In a todays complicated market, 'sensitive marketing' is very important and a reason why clients go to your store, to buy your product and not to another store. Today, we like to feel again,..something different,..some value,..some memory,...some identification,...
Does your store has this difference?