Retail Success!

Increase Sales, Maximize Profits, and WOW Your Customers in Today’s Challenging Economy! Presented by

George Whalin for

Wednesday, June 3, 2009

© 2009 by Retail Management Consultants. All rights reserved.

RETAIL SUCCESS!

What is Different in 2009?  The Economy  Cautious Consumers  New Competition  The Ability to Reach and

Move Customers to Action  Past Success

The Lack of Desire or Inability to Change!

“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” –CHARLES DARWIN

© 2009 by Retail Management Consultants. All rights reserved.

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RETAIL SUCCESS!

Successful Retailers… Constantly Analyze, Evaluate and Improve Every Policy, System, Procedure, and Business Activity that Impacts Store Performance and their Relationship with Customers

Evaluating Store Performance  Traffic Count  Conversion Rate  Number of Daily

Transactions  Average Sale Amount  Average Number of Items

Successful Retailers… Do Everything Possible to Distinguish Their Stores, Merchandise, Marketing and Service from the Competition

© 2009 by Retail Management Consultants. All rights reserved.

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RETAIL SUCCESS!

Distinguish Your

Store!

Distinguish Your Merchandise!

Distinguish Your

Marketing!

© 2009 by Retail Management Consultants. All rights reserved.

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RETAIL SUCCESS!

MARKETING! Everything you do to tell your story, attract customers, encourage them to buy, get referrals, and make more sales!

Three Ways to Grow Your Business with Distinguishable Marketing

#1 Get More New Customers  Marketing Plan  Reduce the Risk  Maximize Referrals

© 2009 by Retail Management Consultants. All rights reserved.

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RETAIL SUCCESS!

#2 Sell More to Every Customer!  Salesmanship  Displays and Merchandising  Special Events and

Promotions  Complete Sales  Your Web Site

#3 Get Customer to Come Back Again and Again!  Customer Relationship

Management  Targeted Offers Using Your Database

The Message!

© 2009 by Retail Management Consultants. All rights reserved.

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RETAIL SUCCESS!

“The person who can capture and hold attention is the person who can effectively influence human behavior. Who is a failure in life? Obviously, it is a person without influence; one to whom no one attends; the inventor who can persuade no one of the value of his device;

the merchant who cannot attract enough customers into his store;

the teacher whose pupils whistle or stamp or play tricks while he tries to capture their attention; the poet who writes reams of verse which no one will accept.” –H.A. OVERSTREET, INFLUENCING HUMAN BEHAVIOR, 1925

Three Questions… 1. Why should a customer do

business with you?

2. What makes your business

different, better, and clearly distinguishable from the competition? 3. Why should a customer buy this specific product?

The Message…

Tell the Story!

© 2009 by Retail Management Consultants. All rights reserved.

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RETAIL SUCCESS!

The Message…

Customer Benefits

Delivering the Message

“Marketing is a contest for people’s attention?” –SETH GODIN, MARKETING GURU

© 2009 by Retail Management Consultants. All rights reserved.

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RETAIL SUCCESS!

GETTING ATTENTION       

Introduce your business Yell (sometimes) Whisper Tell a story Be different Be there Give it away

Delivering the Message

 Direct Marketing  Direct Mail  The Internet  E-Mail

Non-Traditional Marketing  Unabashed Self Promotion  Cooperative Marketing  PR-Generated Articles and

Mentions  Charity Events and Sponsorships  Community Opportunities

© 2009 by Retail Management Consultants. All rights reserved.

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RETAIL SUCCESS!

Distinguishing

Your Service!

What are you currently doing in your store to serve customers differently or better than competitors?

What can you do in your store to serve customers differently or better than competitors?

© 2009 by Retail Management Consultants. All rights reserved.

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RETAIL SUCCESS!

Successful Retailers… CONSTANTLY Analyze, Evaluate, and Improve Every Policy, System, Procedure, and Business Activity that Impacts Store Performance and the Relationship with Customers

Constant Improvement  Focus on Policies, Systems,

Procedures and Business Activities

 Know EVERYTHING about Your

Customers

 Under Promise and Over Deliver  Improve Vendor and Customer

Relationships

Constant Improvement  Overwhelm Your Customers with

Service  Constantly Teach Employees

 Explore Compatible Partnerships  Expand Your Reach with a Web Site

that Customers Must Come Back to Again and Again

 Leverage Your Collective Strengths

© 2009 by Retail Management Consultants. All rights reserved.

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RETAIL SUCCESS!

Ten Things Successful Retailers Do to Survive and Thrive During Challenging Times! Don’t Believe Everything You Hear and Read Quit Ignoring the Obvious Stop Looking Backward Don’t Blame the Economy and the Competition 5. Stop Thinking of Marketing and Advertising as an Expense 6. Be True to Your Principles 7. Take a Critical Look at Every Expense 8. Support Your People 9. Fix What’s Broken 10. Get Closer to Your Customers 1. 2. 3. 4.

IF IT DOESN’T… 1. Get more customers

through your doors 2. Better serve your customers 3. Support your employees 4. Directly help grow and improve your business

“If you are driving a company down the freeway, and you see your competitor whiz by you, you can be sure the customer is in the car with them. Probably even driving.” —GARY HOOVER

© 2009 by Retail Management Consultants. All rights reserved.

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About George Whalin George Whalin, author of the books Retail Success and Retail Superstars, is president and CEO of Retail Management Consultants, which provides business-building services to retail companies and industry suppliers all across North America. Since 1987, we have had the opportunity to work with a wide range of companies in every area of retailing as well as national retail trade associations; buying groups; franchise organizations; and consumer products manufacturers, distributors, and suppliers. Our consulting services include the development and implementation of strategic business plans; the design, development, and implementation of marketing and advertising programs and special events; consumer research; and helping retailers more effectively merchandise their stores. For information on how we can work together to make your business more efficient, productive, and profitable, call us toll-free at 800-766-1908.

George Whalin’s new book

RETAIL SUPERSTARS Inside the 25 Best Independent Stores in America Check it out at www.retailsuperstars.com

RETAIL MANAGEMENT CONSULTANTS 2382 Camino Vida Roble, Suite L Carlsbad, California 92011 U.S.A. (800) 766-1908 (760) 431-2910 E-Mail: [email protected] Web Site: http://[email protected] © 2009 by Retail Management Consultants. All rights reserved.