Smalle International Retailing is specialized in international business development, start-up international retail projects and concepts. Market research, conceptually thinking, creative vision and retail coaching available.
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PROBABLY THE MOST AMAZING TOY STORE IN THE WORLD...
Just enter and enjoy the wonderful world of Schwarz, after dark...
In line with our remarkable retail stores concepts, we have to talk you, about one of the most exiting toy stores, in the world, the Schwarz store in New York. For more than 150 years, Schwarz has been a landmark in toy retailing and has created a magical world, where toys have become part of our real life, by using the most original theatre and show tools, creating this amazing permanent atmosphere. Captivating young and old since more than 150 years, must-be- seen destination in New York, pop icon for generations, scene of many pictures, like 'Big', where the young Tom Hanks and Robert Loggia where dancing on the giant foot piano, the Schwartz toy store has, like no one, created the perfect story.
By entering in the store, 2 toy soldiers are greeting the crowds. The store is filled up with al kind of toys of around the world, organized in themes and areas, creating an amazing wonderland. If you don't find it in Schwarz, probably, it does not exist. Personal shoppers are keen to help customers and you will find through out the store permanent shows, 'like the famous giant foot piano', workshops,..and floor animation.
No one, like Schwarz, has managed to translate the message of how to marketeer the best way your product mix. By specializing and offering only the best of the best in toys, they created a unique retail experience.
Visiting 'Schwarz' toy store, should be one of your priorities and an obliged stop, in order to understand, how you can be different than your competitors. Being unique.....
Although Schwarz toy store maintains its typical family concept, in 2009 , it was taken over by world's leading toy retailer Toys''R''Us.
Let yourself, go beyond your wildest childhood dreams and jump into the wonderful world of Schwarz....enjoyed it.
WEEKLY MARKETING IDEAS, TO IMPLEMENT INTO YOUR STORE
PARAMETER 2: THE POINT OF SALE ARCHITECTURE, EXTERIOR
The architecture of the store should be considered one of the important tools, in order to be successful. It is the first eye contact with the consumer, appealing immediately to the feelings, emotions and desires of the potential clients, creating a specific commercial atmosphere, in order to motivate and stimulate them, to enter into your store. The various main elements (parameters), who we consider the global exterior architecture, like the entrance, the shop window, the brand or logo identification and the facade are strategic, in order to create and transmit your retail strategy. They will determine your real identity and move your consumers to your sales point.
Hollister store concept
Lets analyze them: The Entrance: It is clear, that the bigger and the wider the door, the better, as it will invite the peoples easier and faster, into your store. A minimum 2 meters door width is required, in order have a conform retail entrance. Of course, the obliged entrance measurements often depends on the existing local laws and or obligations, due to security reasons. A floor unevenness , basement or 1st floor, also can provide and or create a complicate access and limit the access to the store. They can create a barrier and demotivate the possible clients to enter into your store. So, make sure, your entrance door is free of any obstacles and designed the way, it is easy to enter into the shop. The entrance door should be easy to open, made of materials in line with your store concept, inviting the consumer to enter, even if the shop doors are closed (crystal doors preferable, as they permit a view into the store and are inviting to enter and show the visual merchandising). Rolling up or automatic sliding doors are the most convenient and will allow, a very easy access to the store. The Shop Window: The shop window will permit you, to transmit to the possible client your message, concept and or product. The more shop window meters you have, the better..and more people will be attracted to see and or enter. However, next to the available meters, we have to talk also about the design of this window shop. The space has to be created, in order to present an attractive and original product presentation, in line with your company strategy and image. The main purpose....attract the attention...by presenting the goods in an original way and changing on a regular base, presenting new themes and or products. The ideal size of the window space, depends a lot of the kind of business, you operating in. It is clear that a furniture store needs more space than an optical store. Having a corner store with 2 or more windows will allow you to have an excellent communication.
The Brand and logo Identification:
A strategic element, as it will present the image, concept and identification of your company. It will allow you to differentiate from your competitors and guide your clients towards your store. Your name, symbol, sign and design should be in harmony (types, sizes, color combinations, materials,...) with what your company represent and transmit. Most of the time, you will have to adapt your identification to existing urban laws. The bigger and clearer is you logo, the better visual will be your sales point. However, see that it goes in line with your total company image and facade. A combined way of horizontal and vertical communication forms will allow you the best visual way. Be aware, to use updated (and also functioning...) innovating communication identification, as it will reflect your image and company culture. The Facade: The facade of your store is the face of your company and reflects the global image, you want to transmit. Your facade should go in line with the interior of your shop and the style of products you are selling. By using the right materials, you should find a combination of all internal and external elements. The bigger your store facade,the better you can communicate and the more attractive will be your store, creating, automatically, more flow of possible clients.
Victoria secrets store
As in our previous marketing tool, 'The Store Location', we will now start quoting and evaluating our 4 parameters, from 0 to 3, using the same table and calculating the final results. Be honest with yourself,...Make your list according to your parameters and start the evaluation. Here you will find an example of the list to quoted: Entrance: - how are you door dimensions? - any floor unevenness or obstacles? - what about the used materials? - is there an easy access? Shop window: - what is the size of the shop window, dimensions - how is design of the shop window The brand and logo identifications: - how about your design, is it in line with your image and company marketing policy? - what about the visibility,...can you identify it easy? - does it fit into your global concept, in line with your products and inside store image? - is it in line with the existing urban rules and or laws? The facade: - what about the used materials and dimensions? - reflects your facade what you are and what you try to bring?....Is the message clear? For your help, here are the quotes: 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 If you are analyzing your existing sales point or are looking to open a new store location,..it is very important to analyze all details in debt, in order to manage the best store location and or transmitting the ideal communication. Example 1: Your possible new store location has a entrance door of less than 1m20, should be worth wile to look for another store locations. Example 2: The store location is a old style corner building with a lot of window space and reflects your concept image, just go ahead.... Lets evaluate and quote...
'CAMPER' trendy shoe store concept, in the shadow of the art and culture centre 'Centre Pompidou' Paris It is clear that, in line with the right store location, the exterior architecture of your existing and or new store has to transmit your image and company philosophy. It has to been in line, with what your offer inside and of a certain continuity. At the end, it will transmit your concept in clear and professional way to your possible clients. It is also important to be exigent with your store selection and analyze all parameters objective, before taking any decision on taking a new store location or changing existing one. Be aware, that it is the first visual contact with the consumer. So,... try to seduce them with an amazing and attractive store front.
COMING UP,...THE POINT OF SALES ARCHITECTURE, INTERIOR
OUR WEEKLY VOCABULARY LESSON Week 5 A Box Store: In generally a food discounter, offering a limited number of services, brands and a small selection of items. They also operate with a limited opening hours. Mass Marketing: A form of selling goods and or services to a broad range of consumers Niche Retailing: A way of using unique retail strategies, focusing on possible new customer segments. Today it is very important to try to detect the possible niches in the market and focus your business strategy on those segments, as they offer a lot of opportunities. It is part of 'being different' than your competitors. A Planogram: A visual, mainly graphical map of your selling space, where all marketing tools, like situation product groups, merchandise, employees and clients are situated. Vital instrument to start and follow as guideline, during your store setup.
For those who taught that the future of the small retailer, would come to an end, mainly due to the heavy competition of major international retail chains, E-commerce companies,.. and the last years though economical crisis,....could probably have made a wrong calculation.
Today, it was never that good, to be your own boss, to run your own business. In a market, where major retail companies have been failing,..today we need to go back to the roots. The real, honest way of retailing. Face to face.
Todays consumer, due to this general world rejection against the last years way of economical acting, is looking again for emotion. They like to be treated well, fair, honest and fast. They prefer the culture of service, even if they first... were attracted for the price or the special promotion.
Who else, better than a small shop owner can give this personal service. As explained in previous posts, being different, is important. If you,...retailer, can have a different more specialized product or service offer (forget to compete on prices with your bigger competitors,..you will not succeed) and combine it with this typical personal touch and approach, you will be very successful. Just use your imagination and look around. Take ideas and try them out. You have the advantage of being a small company, close on the field, who can try and act immediately.
It is all about understanding the human connection. At the end, we all like to being served the right honest way. And we can be very loyal to maintain it.
So lets act....like my sister, Gudrun, is always claiming,..think global but.. buy local....
SIMPLE IDEAS TO SELL MORE INTO YOUR STORE Week 5 Clients, idea 5
Put the maximum out of your store and change the possible clients to real clients. Do you know, how many clients have walked through your door? Did they bought something, or just walked away with nothing. We called it the conversion rate (%). Its is the number of people visiting your store in a certain time period, dividing by the number of orders, made in that same period, multiplying by 100. It will allow you, to see how efficient your store really is. Imagine that you have 100 people visiting your store in one day, but only 10, are buying something,.. that means that 90 persons did not buy anything or did not found what they were looking for in your store (most of the time, if a client go to a store, there exist a need for something). So, lets imagine that from the 90 people, we could motivate 15, to buy in your store. Can you imagine,..your results....?
Knowing your conversion rate, will allow you to analyze in detail why and how you can obtain better results. So, install this customer store meter and start increasing your turn-over.
Internal System, idea 4
A store has to live, has to be a permanent moving and changing of products. Be careful, that your store does not become a museum. Today, clients like to touch the products, try or feel them. Your presented goods, have to be easy to take and to try. Each obstacle, could complicate the eventual buying process.
Do you have a promotion,..are you having enough items in your store and or stock..? What about the collections presented in the shop window?...Most of the time,..those items sell more...so provide the necessary stock. Employees, idea 3
How to motivate your people continuously, is probably one of the most important parts of your store management. For those, who believe that the salary is the only way to have them stimulated, today the main reasons for keeping them motivated are quiet different. The working environment, the colleagues
from work, the promotion possibilities, flexible working hours,...are considered as the most important reasons for people to continuo in their job. Today, especially in todays economical complicate situation, people are looking for different values and stability. However, it is important not to believe that by just offering stability and at the same time cutting all standard general minimum working conditions, you will be able to keep them motivated. Try to look for both...
In line with our weekly market visits, I like to start our trip, with one of my most favorite flea markets, Le Jeu de Balle' or 'Vossenplein' in Flemish. Situated in the center of the 'Marollen', a very popular and historical neighborhood, in the shadow of the impressive 'Palais de Justice', right in the hart of Brussels.
Know as a somewhat marginalized and social low class area, mainly due, to the desertion of the inner-city in the sixties, and the arrival of immigrants of the whole world,.. today it is a melt pot of a lot of nationalities offering a tremendous culture diversity. This is the real hart of 'Brussels'. The main market place, the little streets, full of antique and brocante stores, the old typical cafés and restaurants, the painted comics on the walls, the mixed international crowd, the little stands with 'snails a la Bruxelloise'...this gipsy kind, unorganized,...lovely atmosphere.
The flea market, exist since 1873. You will find everything,..from antiques, brocante, furniture, glasware, pictures, clothes,..to bric-a-brac. If you want to feel the 'real' Brussels, just fly over for a weekend...and visit this lovely market. The market is everyday,..even sunday from 6h00 in the morning until 14h00. Enjoyed it. www.visitbrussels.com
