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Thinking Outside the BOX: TOB for Resalers
Kate discusses Why this is "out of the box" thinking: Taking advantage of air space is something we can all do. Tucking a cabinet or table under another piece gives you a natural corral for a collection of merchandise. If you don't use mannequins in your shop, how about putting that free-standing earring carousel on a stand like this? Don't sell shoes? Use this idea to "file" trays and platters vertically.
Notice, too, that the shoes shown with this luxe vintage evening ensemble are evening shoes. After all, who wants sneakers when they see that gown! Make sure that your added area has its own merchandising reason for being.
Give her money to spend. More often than you think, you'll get it back. Cathy printed up specific business cards that she would leave with $5 tips in lunch places, coffee shops and so on. The card says "See what $5 will get you at MyShop!" On the reverse of the card is her logo, tag line and location/ hours/ contact info. "Yesterday after I left a card, the waitress came in after her shift with a co-worker or two... all brand-new customers, and they spent over $100 on their first trip in! It happens like that quite often. Waitresses have cash just after work, and if they need white shirts or black pants, they know there's no sense in buying those new. Plus, waitresses talk to lots of people and leaving a big tip creates goodwill towards my store.
"Using your advice for creating excitement at my store has proven itself over & over, Kate, thank you so much."
Kate discusses Why this is "out of the box" thinking: Well, you have to leave a tip. Why not take it a step higher and give a little more than would normally be expected. Notice the card doesn't actually give a discount, but there's the $5 bill right there ready to spend! You might adjust this advice if your neighborhood, lunch joint, and shop are in a different monetary range. Point is: the bucks left need to be noticeably more than expected for the meal/service, and the card amount needs to match the tip. And even if the money doesn't come right back atcha, you can bet that this word of mouth is worth every penny.A simple but so meaningful Mother's Day Gift: Patricia made up these pens as a gift to her customers during the week leading up to Mother's Day. She says So far this morning we gave away 10 of them and everyone loved them! Kisses and hugs galore! It is a regular stick pen with a flower on top with an attached vellum poem and our business info... what a hit! Thank you for continuing to inspire us! The wording on the attached tag is: To the world you might be one person, to one person you might be the world!
Kate discusses Why this is "out of the box" thinking: First, because the gift is personal. No one else in the world is giving them out. And we're willing to bet that very few businesses are giving anything to their customers just because it's Mother's Day. Second, because it is low-key. No purchase required, no big spiel. Just a simple saying that means a lot. (Heck, it made me tear up, and I'm not even a mother!) And there are two more reasons this is a great promotion: it makes your customers feel good (= warm fuzzies about your shop) and it's a talking point for spreading word-of-mouth, since it's unusual...and the pen's likely to be used in public as well!
“Wall of Prizes”
Janet in Indiana contributed
this true Mom-&-Pop touch! "The key is
I don’t want to give away my profits.
I make every effort not to spend more than
the cost of a stamp to mail in a rebate or to get a free item from vendors.
If I am buying outright, I never spend more than a quarter. You can see
each gift is different and my customers love the
variety. Frequently I am
asked to calculate their current purchase total so they can make sure to reach the
level so they are eligible to pick a gift. They just love it and I try to
get things I think they will enjoy.
Why this is
"out of the box" thinking:
the gift with purchase is ongoing, not a special event. This encourages
the shopper to increase her spending. Janet's a new shop, so her
attainment level and her prizes are comfortably modest. If you're a shop
with more traffic and/or higher average sale, you might want to adjust
Idea: Goodie Bags!
Kate discusses Why this is "out of the box" thinking: When was the last time someone gave you a little, pretty gift just because? Think your recipient will mention it to her friends, co-workers, and family? You betcha! For just pennies, you can surprise and delight your customers. THAT will never happen at the mall! For more ideas for promotional events there's Resale's BEST Promotions available from TGtbT.
Leery of Store Computer get FREE lessons on how to use it...and the one
sitting dusty at home
Kate discusses Why this is "out of the box" thinking: Whenever you can turn "training" into a job perk, it's win-win! YOU get staffers who are better assets to your business, they get fun and education. Other ideas: sending salespeople to fashion shows and trade shows, bringing staffers with you to NARTS meetings, "treating" a pricer to a day at the mall on your payroll...as long as useful notes on pricing and styles shown comes back!
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