WHY SOME RETAILERS HAVE SUCCESS AND OTHERS....OR LETS CALLED 'THE ART OF BEING CHOSEN'

Probably one of the best books about in-debt retail behavior and a must, to understand why customers choose one retailer over another.
Martin Butler, a more than experienced retailer, marketeer and writer has shown with above, some key points to understand the success of some of the key international retail players.

Remarkable...

.....THEY ARE BEING CHOSEN....



A 2 years worldwide retail study, interviewing retailers around the world, asking all..'what was the most important key to obtain above positive result', Martin Butler came to some important conclusions.  Successful retailers have a company mindset of being chosen and are.....

BEING DIFFERENT

Being different is the key to 'stand out of the crowd'. Being different can be in your complete marketing mix offering a unique product, concept or service and a way to be successful. 
Often, being different, are outstanding details. (not always big differences...)





BEING TRUSTED

Trust in a company can come from customers previous experiences with your company, but also  its behavior towards the society in general. A proud and loyal employee reflects trust,...a correct and honest marketing and price policy,...
Being trusted is an action you control. It is a like longterm relation.  Something you build up.  Todays social media is a vital way to distribute above trust. 
Being trusted is something you have to earn. Trust is the way, the people, perceive your company.

VISIONARY THINKING AND CREATING IDEAS

Visionary thinking is the art of looking in front, without seeing the sky. 
Thinking, imagining, creating ideas, visions and projects who one day... will be reality.
Apple would be nothing with the visions and illusions of Steve Jobs.
Often, visions are simple and can be find around the corner. They are the key, consumers choose them.


SHOW THE STAFF HOW THEY APPRECIATE THE JOB DONE

A key to your company success is the appreciation from and towards your staff.  Knowing how and when, to motivate and appreciate, for the work done, opens the door to self motivated staff members, reflecting the trust and satisfaction, as a red line through out your business.
A motivated staff member is a happy and satisfied client.



What have above successful companies en common!

The key of success and challenge start in the mind...lets called it 'THE SUCCESS MINDSET'.

It is all about broadening your imagination. That what, we really believe, most often comes reality. Not be afraid to think bigger, even if we have fear, doubt or compare it with other peoples previous failures or situations. 
Some key factors are needed to succeed.

1. PASSION 

You just have to love what you do.  If you don't enjoy your job, product or service, how can you convince somebody else, to love it and at the end to buy it.  Passion is the thing you could talk about for hours, what you find easy,...what you really want to do....there is no time limit...So,..never go into a business or career, you don't really love! (should be a key definition and a standard question to all young people, BEFORE electing there future study orientation.  
'WHAT DO YOU REALLY LIKE TO DO,...WHAT IS YOUR PASSION'


2. TOTALY SERVICE ORIENTED

The key to success, especially in retail is good service and the base to build up trust and a longtime relationship with your customers.  All todays successful retail companies started small and managed to convince their consumers about their good intentions. The 'good service' principle is the key angle of their business.
Just apply 'personal excellence' to everything as a standard rule.


3. LEARN FROM THE MISTAKES

If you are afraid of making mistakes, your are paralyzed.  Making mistakes is human and the only way to learn and to do it better next time.
All mayor inventors have tried a lot of times, before getting the right result. All mayor retailers have made a lot of mistakes, but have learned to adapt them on time, on the different market situations.

4. GO STEP BY STEP

The key to success is going 'STEP BY STEP'.  About building a successful, profitable and sustainable business.  Often, growing fast is the beginning of the end.  Going step by step, is keeping control on your situation (mainly financially, as often it is the reason why companies lose control about there actions and own decisions)

By analyzing all successful retailers, you will find common points in all.  They had a dream, a lot of passion, made clear goals, supported by a clear action plan and a super motivated staff.  They are persistent and maintain the focus on what they do de best.  They are never ignorant, always open to learn, recharge and know how to adapt themselves. 

'They just invest continuously, to become better in all ways.'

NEW YORK...PROBABLY FIRST PHYSICAL AMAZON STORE CITY.

NEW YORK GET THE FIRST PHYSICAL AMAZON STORE. 

As already informed in our previous posts, Amazon has plans to open its first physical store in Manhattan, close to the famous Macy's.  This kind of showroom, warehouse facility will offer, its, mainly own high tech products like Kindle e-readers, tablets, smart phones,..next to some key other branded products of the Amazon catalog. .(the ones we like to see, try and touch before buying them), offering a 24hours quick delivery same day service.  The store would also function as a pickup and product return  base for the internet orders.

The main idea is getting more detail feedback on its products from the consumers, responding at the same time to a quiet big part of consumers, who buy still more emotional. (like to see and touch, before buying)

Considered as a test case, according to the results,..several similar sales points are planned.

Where Amazon, have shaken up completely, the classical retail market, offering lower prices, buying online, downgrading the physical store to merely, a showroom. (as clients try the product in the store but buy it online), today we see a swift towards a needed physical presence in the market.  Today,  most physical existing retailers have adapted there strategy and offer at the same time a sales point (with well prepared sales staff and good personal service) and the facilities to buy at home through there own website. (but never forgetting there core business strategy,..the physical retailing).
As already mentioned before,...they are fare more ahead ....than Amazon.

The 'Pixmania' experience and failure in Europe, has shown, that selling online, at much lower prices than your physical competitors, having at the same time, a kind of store, showroom in a quiet expensive A1 location,...is not profitable and most of the time fatal for above strategy and or company. The obtained retail margins (due to the selling at very low prices and the tremendous extra costs of the 'return goods' service) does not allow any mayor costs.

Often, the consumer gets confused and you will perceived, as neither good at both.  As always, it is important to stick to what you know the best.
  
At the end you always win, when you do, what you know.