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Back in Psychology 101, 1 recall having to make a circular drawing of our 'adult-child-parent' makeup. I drew the 'mothering instinct' in me as my largest circle, he child in [...]

BEATING THE POST-HOLIDAYS DOLDRUMS Sit back and relax! This new column is meant to be laced with a touch of humor, as well as to be informative - 'inside information' [...]

Giftware store operators should consider creating a personal newsletter that actually gives customers more information than traditional ads and at a lower cost. The newsletter should mirror the personality of the store and should be sent to those names collected on a mailing list. The frequency of the newsletter depends on how much time a store owner has to put it together and how much data should be included in the piece., Are you looking for a new way to communicate with your customers -- one that allows you to share a lot more information at a fraction of the cost of [...]

Giftware stores can gain a great advantage over their too numerous competitors by providing free giftware wrapping. Despite the arguments of lack of time or space to devote to giftware wrapping, the wrapping service creates repeat business and loyal customers, helps cross merchandise stock and advertises your store to your customer and the the recipient of the gift. Giftware can establish a wrapping station to save space and should use colorful and attractive wrapping materials and have proper sized gift bags to match the packages., What stops you from offering giftwrap services? Do these concerns sound familiar: 'I don't have room for it . . . I don't have time for it . . . [...]

Since an important part of retailing is helping customers make choices, successful salespeople are those knowledgable about their products. Product testing is the only way to acquire such knowledge. Testing can also be a useful marketing tool. Burning a potpourri pot at the check-out counter not only educates the sales staff about brands, it also piques the customer's interest, inviting questions which salespeople are prepared to answer., No two people are alike. So why should your selling techniques be alike for everyone? If a person comes in with a clipboard, calculator and the latest edition of Consumer [...]

Children can give gift shop operators valuable merchandise-selection tips. Young people can be conscious of both price and quality, and they can provide insights into men's tastes. The items one child selected for a shop included puzzles, games, gizmos, limited-edition wildlife art, golf-ball back massagers, and magnetic earrings that look like pierced earrings., (Second of three parts) Last month, I discussed how my children's input has been invaluable in stocking items for the children's section of my shop. But they can also be [...]

Some gift retailers had an economically slow 1st qtr 1993 due to inclement weather, which reduced the number of customers and lowered employee motivation. When such difficulties arise, it is a good time to clean the shop, re-do displays and catch up on paperwork. Advertise and order new merchandise to bring in customers. Finally, set up additional training sessions, go to a local trade exhibition and catch up on trade journals to motivate staff., When wondering what to write about this month, I thought of what is foremost in my mind -- we had a poor first quarter. Now we're playing catch-up. I decided [...]

What types of messages are you sending to your would-be patrons before they walk into your store? After latching onto this idea, I started perusing the neighborhood retailers from Michigan [...]

THE ART OF DELEGATING Now that it's all over, what did you really do yesterday that's worth mentioning? When is the last time you sat down to make up a [...]

Now that summer has finally arrived, you should be thinking of stocking for tourists who might cross your store's threshold. What? You're not in the midst of 'Tourism USA?' Keep [...]

This month's column will be all about selling to brides from the point of view of the smaller retailer. We certainly have made great strides in the wedding department since [...]

It's December, and I know things are a little hectic, but it's a great time to steal a moment or two and reflect on what you did right this past [...]

There is nothing quite like a themed Christmas tree to create a display focal point and to help you sell ornaments. Even those customers who aren't shopping for ornaments will [...]

Most retailers simply do not have the time, employee power, or money to make fabulous looking displays for every season. Yet you can achieve some dynamic effects with an 'easy-maintenance' [...]

Do you follow the Golden Rule when offering customer service? In other words, do you treat others as you would like to be treated yourself, and do unto others as [...]

Gift store operators can increase candle sales by giving their customers reasons to buy the candles. This could be done by explaining to the customers why they need to buy and burn candles. Operators can show their customers how to alter their moods and enhance their lives with the intimate and comforting glow of candles., An inexpensive yet incredible asset, a blaze of candle brilliance plays a very important role in decorating today. Explain to your customers why they need to buy and burn candles. [...]

Male shoppers between the ages of 20 and 50 know what the women in their lives want as gifts. Gift retailers should sell merchandise that reflect's the unique style of women. There are desk accessories, aromatherapy products and gourmet coffees. Shoppers love convenient hours and easy return policies and do not like long lines and cluttered displays., Want to feel like you into stepped into a time machine and were warped into another era? Try interviewing men of the I 1990s and the men of yesteryear. When [...]

Limited space is no obstacle for retailers who are innovative when they design their displays. Merchandise should be presented neatly. Appropriate shelving, including a shadow box style, saves space. Unsightly tall spaces can be masked with unique displays. Arches, trellises, long counters, plants, or boxes can divide and seemingly expand existing space. Flat or high storage units are also useful., When doing my research for advertising and promotion, I often come across really clever, innovative retailers who have come up with solutions for making their small spaces work for them. [...]

Housewares and gift stores can entice men to shop by offering an easy way to shop and an open returns policy. Men surveyed said they find their girlfriends and wives often return the gifts they give. Men also said they do not mind spending a lot of money if they can shop quickly. Stores which keep files on gift recipients encourage their men to shop there. Gift certificates are also popular with men., If men are from Mars and women are from Venus, how come you feel like you're on Pluto when it comes to getting the male gender to shop in your [...]

Manufacturers and wholesalers are increasingly allowing retailers to pay by credit card. For suppliers, the benefits of accepting credit card payments include reduced bill-collection costs. Retailers that pay by credit card gain extra time, sometimes as much as four weeks, before bills come due. They also receive monthly statements that itemize and document purchases., Welcome to the '90s where savvy-minded manufacturers are now allowing retailers to pay their bills with a credit card. Retailers long ago realized that their clientele would spend more and [...]

Decorate the gift store for the fall season to increase sales and foot traffic. Marketing gourmet foods and gift baskets are excellent for this time of year. Create a garden display, a haunted room or a scary corner. Providing hot cider, simmering cinnamon potpourri or playing a nature or creepy tape will develop an atmosphere., Your best quarter will soon be here. To insure that it's your best, start the season promotion early. 'Fall into (your store's name) for a spectacular array of autumn merchandise' [...]

Gift store operators can turn the questions their customers ask them into new services and profit-making ideas. A whole new line of items can be introduced based on customer product requests. Also important is the development of a return policy that offers cash back up to 30 days with receipt, and after 30 days offers a credit on a gift certificate. Another service that could be developed to encourage customer loyalty is a layaway program., Here are more ways to turn the questions your customers ask into new services profit-making ideas. Fulfilling product requests Customer. 'Car, you order this product for me?' Your response: 'Of [...]

A promotion for the fall can begin on Nov 1 and feature a drawing for a turkey. There should be promotional posters, a drawing box and advertisements in the local press so that customers know what is transpiring. Other retailers within the vicinity can be included so that everyone benefits. This event can be held annually and give customers something to look forward to., The G&DA 'Retailer's Roundtable' column this month asks: What new event are you planning for the holiday season? Sometimes new ideas come easily, but at other times, your mind may [...]

A display for Father's Day can be developed by utilizing sporting goods themes. These might include a hunting and or fishing display or a golf putting green. The merchandise for men can then be exhibited in and or around the display. Merchandise might include belt buckles, coffee mugs, games or sporting goods. When marketing merchandise for men, it is important to point it out to customers., With Father's Day just around the corner, it's time to start thinking of displays with impact. We stock male merchandise, because I believe though our women customers generally shop for [...]

Gift certificates can be given for any reason to anyone. Gift shops that provide this service should have a unique design. Gift certificates should be at least five dollars so that a more expensive gift might be sold. Gift certificates bring customers into the store. A gift for the giver for a particular number of gift certificates purchased can also help a gift retailer increase sales. Cash back should not be provided on large gift certificates unless the remaining amount of its value is under five dollars., If you are buying so-called ready-made gift certificates from an advertising or publishing agency, think twice. A gift certificate is a representation of your store. What kind of image are [...]

Gift retailers who become involved in community events will increase their customer base. Retailers can donate merchandise, cash or services to annual events or those individuals in the community in need. It is important for retailers to be aware of what is deductible and how to compute deductions. For example, merchandise donated is deducted at the wholesale, not retail, price of an item., I was very happy to see Gifts & Decorative Accessories recognize Community Service with its Merchandising Achievement Awards this year, because it is so important for a business to be [...]

Gift retailers can use coupons that indicate a percentage or certain monetary amount off with a minimum purchase amount, market a gift with purchase or get two products for the price of one. Coupon designs can utilize special typefaces to illustrate expiration date, utilize colors to indicate special offers and utilize special borders to note the fact the offer is a coupon. Special keys, such as a Gift Certificate key, on the cash register can make using coupons easier for store employees, also., Everyone loves to get something for nothing, find a really great bargain or even just save a few cents. Coupons, which have long been a staple for grocery shopping, are [...]

Some techniques to utilize all the space available in a gift shop include: creating a children's corner, marketing candy at the checkout counter, having a souvenir area, providing a teacher's corner, marketing Christmas merchandise all year from a specific area and keeping a basic merchandise mix always in the same spot. All these displays must be organized so that all the merchandise is visible, but will not overwhelm customers., I do love reading articles that have a nice tip list of ways to do this or that. So, I decided to make up my own little list especially for [...]

Good gift shop customer service includes monitored browsing and checkout counter marketing. Monitored browsing allows the customer to look at products throughout the store but assisted by a sales clerk who will find out what the customer wants and can afford. This technique can also result in return visits and better customer service in the future. Questions at the checkout counter directed at finding out if customers found everything they needed also allows the sales clerk to provide more complete service., Pretend you're the customer today. Enter your store as a shopper would, browse around and then go out. Now rate your store from the greeting you got when you entered, [...]

Receiving an order should be fun and exciting - like opening a present - not a task full of drudgery and exasperation. So imagine what happens when four dozen 'draft [...]

Maybe you can't write copy for anyone else, but I bet you know what you want to say. Maybe you don't quite know how to say it, and maybe you [...]

Last column I asked if you had your store hours for your convenience or for your customers' convenience. And as I started before, you cannot afford not to be open [...]

EXTENDING HOURS: IS IT A HOBBY OR BUSINESS? Let's get right to the point: Are you running your establishment as a hobby or a business? Are you open for the [...]

KID STUFF We don't have a Kiddy Korner where kids can be dropped off while Mommy shops, but we have merchandise just for the younger set. There are three simple [...]

ne of the reasons I was excited about subscribing to Gifts & Decorative Accessories was that it's a valuable source of show dates. Before I had attended any trade shows, [...]

A good retailer/representative relationship is absolutely necessary in any successful merchandising undertaking. According to retailers, a good rep sends in orders immediately, keeps on file such information as sales tax number and credit application, recommends bestselling lines and never calls on an established customer without an appointment, among other things. Good retailers, on the other hand, pay for orders on time, do not place orders they do not need just to cancel later on and do always remember to keep appointments., Retailers and representatives need to work together as a team, because when merchandise sells, everyone wins. Here are some insights into what makes a good retailer/rep relationship. The 'perfect' rep [...]

Gift stores can use several methods to obtain and retain excellent staff. A better wage that is higher than minimum wage, benefits, perquisites, bonuses and incentives are useful tools. It is important to care for your staff and show it through empathetic gestures including cards for family losses and gifts for birthdays and anniversaries. Job advertisements should include job duties and salary ranges so that the right people apply for the job., If you have a 'here today, gone tomorrow' employee quit-record, maybe these suggestions will help you. Investigate competitive wages * What are other retailers offering salarywise? Minimum wage gets you [...]

Gift shop owners should guard against post-Christmas inertia by gathering ideas for subsequent holidays. A good source of inspiration is a January gift show, which may provide the enthusiasm and energy needed to persevere into the new year. Martin Luther King Jr. Day provides a good opportunity to sell African-American memorabilia, and Valentine's Day is a chance for retailers to offer boldly colored objects and to promote dead poets., The First Quarter is for retail survivors and idea supervisors. What does it take to be a survivor? An idea supervisor? Guts and imagination in equal parts. As my pastor, [...]

Gift retailers that handle consignments find that it is economically beneficial especially during the holidays. Gift shop owners find that assigning paperwork to an employee, setting up rules governing manufacturers' area shows and making consignment sales final make this type of sale an attractive form of merchandise solicitation. Hastings House refuses to take unsolicited items to prevent face-to-face confrontations., Does consignment fit into your store? Consider the pros and cons. The most favorable part of consignment is that there is no investment. You can get merchandise into your store [...]

A gift retailer should be able to select five gifts for an occasion to be sure they are providing the appropriate merchandise throughout the store for every occasion they wish to represent. This allows sales personnel, management personnel and customers to find what they want quickly., How do I know what to buy at the mart or from reps when they come to my door? How do I know if something will fit my store or [...]

Provides tips for selling to male customers. Attitudes of men towards price when shopping; Advertisements and mail service targeted towards men in the area; Gift ideas for men; Promotions to professional men. INSET: Promoting to the busy executive..

Discusses the benefits using credit cards for retailers. Reduction of account problems for manufacturers; Opportunity in buying more merchandise; Convenience in record keeping.

Provides information on advertising and promotion. How to develop a strategy for your store to draw customers; Ways in which playing games can get rid of clearance items; How to utilize prize giving within your promotion.