| Retail businesses sell all types of merchandise and are | | | | store. |
| not limited to what is sold in a five and dime or a dollar | | | | Attractive displays also may need special devices so |
| store. The items sold could be clothes to skateboards | | | | the items can be shown to advantage. Stacking or |
| to motorcycles. Any store at a fixed location that sells | | | | hiding items is not a good way to get the customer's |
| similar items each day could be considered a retail | | | | attention. When thinking of a display try to get into the |
| store. There are several facets to a successful retail | | | | customer's mind and imagine what they will see with |
| operation. | | | | the display. If it does not draw attention, it is probably |
| Location | | | | not doing the job. Eye level or slightly lower is the |
| Location is the critical element for almost all retail | | | | optimum position to show specials. Signs and placards |
| outlets. A store needs traffic passing by it every day. | | | | are another way to grab the customer's eye. |
| In a shopping center with other good retail outlets, there | | | | Newspaper ads, TV and radio will help to get them in |
| is a synergistic effect between them that helps each | | | | the store, but the displays are what sells the |
| capture customers. Most centers are anchored by a | | | | merchandise. It is a terrible waste of money to get |
| prominent store, which gets a lot of traffic. This is of | | | | customers to come to your store, only to walk out |
| prime importance when looking at locations. A new | | | | when they cannot find what they came in to see. |
| store needs traffic to get off the ground and develop | | | | Putting the customer first in your ideas will help you |
| a following. | | | | make the correct display decisions. |
| Merchandise | | | | Ordering |
| The next two important factors are the merchandise | | | | Ordering in a timely manner needs to be automated |
| and the staff that waits on the customers. Both are | | | | some how. Inventory levels need to be monitored and |
| critical to success of the store after the traffic situation | | | | kept at the right level at all times. Being out of sought |
| is resolved. Attractive merchandise is needed or little | | | | after items just sends the customer to another store. |
| or no sales will be made. If you get the people in the | | | | The store owner and the store manager should be |
| store, you need merchandise that gets attention and | | | | aware of inventory all the time. This is a prime area of |
| will be attractive enough that people want to purchase | | | | responsibility in running the store correctly. |
| the items. The store will also need to constantly have | | | | Other business concerns |
| new items for sale or the customers will begin to think | | | | A retail business has to operate like any other |
| that there is never anything new to look at or buy. | | | | business as far as sales tax, payroll taxes and |
| Marketing and merchandising of products is an ongoing | | | | quarterly reports to meet state and federal |
| challenge to the retail merchant. How they do this and | | | | requirements. This part of the business is like many |
| how often depend on what the general store image is | | | | other businesses and is just part of owning a business. |
| to the public. Special times of the year will dictate | | | | Time must be scheduled for these activities or hire it |
| some of the merchandise on display and offered for | | | | out to an expert on a part time basis. For some |
| sale. | | | | owners this is the best way to handle this needed |
| Employee impact | | | | function. There are dates that must be met and these |
| Customers desire well-trained and helpful employees. | | | | reports must be filed on time. Hiring this out may solve |
| They want to deal with store employees that know | | | | this problem with expert help. |
| where items are in the store and can answer other | | | | Advertising is another area that needs to be |
| questions. A store employee should know the main | | | | considered in the retail business. What is done in this |
| items the store sells and should be continually brought | | | | area is related to the items sold. How often it is |
| up to date on new merchandise or specials the store | | | | needed and the type will depend on the business. This |
| is currently marketing. If you run weekly specials the | | | | can also be contracted out, but it must be kept under |
| store people should be versed on the special and it's | | | | control, as it is easy to buy more than is useful. An |
| pricing. Customers should not have to remind people | | | | experienced ad agency may be needed for a while |
| waiting on them that the merchandise has a special | | | | until the business can become stable. This is a learning |
| price this week. When a customer has to do that | | | | situation and what works must be found. |
| every time they shop at your store, they will begin to | | | | Conclusions |
| believe it is on purpose and not an accident. | | | | Location, location, and location is the critical factor in |
| Employees that are idle should not keep a customer | | | | every retail business. Walk by traffic or car traffic is |
| waiting when they are ready to be helped. There is | | | | needed to be successful in the retail business. Once |
| nothing more irritating to a customer than being ignored | | | | this factor is covered, the merchandising and |
| by the store help. A store owner would be wise to get | | | | employee management can be put in place. If people |
| a report by a secret shopper of their experience with | | | | do not come in the store, then it will not matter what |
| the store. Being aware of what is happening in the | | | | you do as far as employees or merchandise is |
| store is part of good management. Never assume all | | | | concerned. |
| is well as many owners are the last to know what is | | | | Excellent customer treatment is the result of |
| really going on between the customer and the store | | | | well-trained employees and does not happen |
| employee. Customers will complain by not coming | | | | automatically. This has to be part of the planning by |
| back and you will never know they feel mistreated. | | | | the management. Trained employees help to bring |
| Not being helped by a knowledgeable employee is a | | | | back customers and make them the best customers |
| common complaint by store customers. | | | | of all. A repeat customer is worth a great deal of |
| Displaying merchandise | | | | money over time. Also repeat customers will refer |
| The art of displaying merchandise in an attractive | | | | other people to your store. This is word of mouth |
| manner is an entire course in retail store management. | | | | advertising that all business want, but have to earn the |
| If items are not seen or displayed properly, you will not | | | | hard way. |
| sell many of them. Merchandise needs to look fresh | | | | Displays need to be eye catching and help to sell the |
| and crisp at all times. Shop-warn items should not be | | | | product. Posters and placards can be used to direct |
| displayed except in a bargain section. Impulse items | | | | attention. Once the customer is through the door, you |
| should be on display near the cash out area. Items | | | | have a chance to make a sale. A successful retail |
| should be displayed in the appropriate sections. Similar | | | | store puts all of these factors together. |
| items should be collected in the same area of the | | | | |