Your SlideShare is downloading. ×
National Main Street presentation by Tom Shay -   Become a retail merchandising expert in 75 minutes
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

National Main Street presentation by Tom Shay - Become a retail merchandising expert in 75 minutes

431
views

Published on

Presentation by Tom Shay at the 2011 National Main Street Conference in Des Moines, Iowa …

Presentation by Tom Shay at the 2011 National Main Street Conference in Des Moines, Iowa
727-464-2182
tomshay@profitsplus.org

Published in: Education, Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
431
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Become a retail merchandising expert in 75 minutes Tom Shay, CSP Certified Speaking Professional
  • 2.  
  • 3.  
  • 4.  
  • 5.  
  • 6.
    • Most people attending a seminar will see several ideas that they can utilize in their business. Unfortunately as they get back to their office, these ideas get set aside. If not acted upon within 72 hours after your return to your office, the idea will usually be lost. However, if you will write down 3 of the best ideas that you got from today, I will send you this post card in 2 week s . If you place this post card on your desk, you will then renew the 72 hour activation time period. When I get back to my business, I want to:
    • 1. ______________________________________________________
    • 2. ______________________________________________________
    • 3. ______________________________________________________
    • Can I be of further assistance to you? Please do not hesitate to contact me.
    • Profits+Plus Seminars featuring Tom Shay
    • P.O. Box 1577 St. Petersburg, Fl 33731
    • (727) 464-2182 Fax: (727) 898-3179
    • Internet: www.profitsplus.org E-mail: [email_address]
  • 7. Measuring success
    • What is the average ticket size?
    • Total annual sales / number of sales
    • What is average line count?
    • Total lines sold / number of sales
    • What is the sales per square foot?
    • Total annual sales / total square footage
  • 8. www.profitsplus.org
  • 9.
    • 84% think all businesses look the same.
  • 10.
    • 84% think all businesses look the same.
  • 11.
    • If everyone is thinking alike, then somebody isn't thinking. Patton
  • 12.
    • 53% base their perception of what you sell based upon the exterior appearance.
  • 13.
    • 53% base their perception of what you sell based upon the exterior appearance.
  • 14.
    • 53% base their perception of what you sell based upon the exterior appearance.
  • 15.
    • Stores with a high average sales ticket , high average line count, and high sales per square foot do not happen by accident!
  • 16.
    • Will they take care of a problem?
    • 85% will pay more based on a reputation for service
    • 82% will stop shopping with a negative service experience
    • 79% will share their negative experience
    • 55% will make a recommendation based on a positive experience
  • 17.
    • What is the quality of the merchandise?
    • Do they have the ‘A’ items on hand?
  • 18.
    • Are the sale prices legitimate?
  • 19.
    • How complete is the product selection?
    • Is there a commitment to a category?
    • Is this product a fringe category item?
  • 20.
    • What is the store manager like?
  • 21.
    • Is the store organized to save the customer time?
    • Is the business concerned about my safety?
  • 22.
    • Does it look like it is worth going in?
  • 23.
    • Does the business sell outdated or used merchandise?
    • Do they carry name brands?
  • 24.
    • Does the store appearance match its’ advertising?
  • 25.
    • Are there a lot of manufacturer’s displays?
    • Do they use plan o grams provided by manufacturer’s?
  • 26.
    • Do they do a good job of display and demonstration?
  • 27.
    • Is there something unique about this store?
    • Is the store easy to get in and out of?
    • Does the store have an attractive entrance?
  • 28.
    • High dollar items at eye level
  • 29.
    • Use of signs inside and out
  • 30.
    • Signs with benefits; not features
  • 31.
    • Is it a “forward looking” store?
    • Does the business have great sales?
  • 32. www.profitsplus.org Promotion evaluation calculator
  • 33.
    • Staple items in rear of store
  • 34.
    • Utilize end caps
    • Display impulse items
  • 35.
    • Design your traffic flow
  • 36.
    • Power “I” aisle sales floor
  • 37.
    • Power “T” aisle sales floor
  • 38.
    • “ Loop” or “racetrack” sales floor
  • 39.
    • Store is like a pin ball machine
  • 40.
    • Knowing how to control shoplifting
  • 41.
    • Promote carts and baskets – users stay 15 minutes; purchase 25% more
  • 42.
    • Free hand means free to shop
  • 43.
    • Have a display with add on items
  • 44.
    • Display a season ahead
    • Appeal to as many senses as possible
    www.profitsplus.org
  • 45.
    • Related items facing – 25% hot spot
  • 46.
    • Colorize
  • 47.
    • Get the item into customer’s hand
    • “ Is one enough? Or, …”
  • 48.
    • Utilize all of the exterior walls
  • 49.
    • Arrange business front to back and back to front
  • 50.
    • Use focal points to get people to move to opposite walls
  • 51.
    • Whole goods at eye level
  • 52.
    • Utilize windows to draw people in
  • 53.
    • Does the sales staff understand the business they are in?
  • 54.
    • Educate the staff
    • Only 25% of small businesses have formal training programs of which half actually budget for this expense. Of these, the average amount is .02% of sales.
  • 55.
    • Target a specific type of customer
  • 56. Closing Points
  • 57. Final Note
    • For more information about having Tom Shay present for you, contact us at (727)464-2182, tomshay@profitsplus.org or visit our website: www.profitsplus.org
  • 58. Shay’s Way Here’s Looking At You! by Tom Shay It is often easy to tell a small business apart from the mass merchant or chain store counterpart. Unfortunately, the attributes that work to the advantage of the later group are the ones that most folks will first notice: the expensive piece of real estate the business sits on, the many departments it has and the enormous advertising budget.   When it is first announced that a mass merchant or chain store is coming to your area, people have already heard of its reputation, and all of the rumors are very positive. People may even walk into the locally owned business and ask them how, or if they are going to handle the new competition.   The mass merchant’s advantages are similar in that they are all caused by a heavy expenditure of money. And of course, the mass merchant is traditionally backed by a company that is capable of outspending almost any independent.   “ The dog with a full food bowl does not go looking at other dog food bowls”, is a saying with strong repercussions in most of our industry. Whether or not the new dog bowl has arrived in your area, you have many unique advantages the mass merchant cannot duplicate. Many businesses are so busy with the day to day management that they are unable to explore and exploit these advantages. And unfortunately, it takes time to look for ideas and implement them. Magazines can be one of the best tools to assist you. One of our first suggestions is to find as many different business trade publications as you can.   If you read between the lines, profit making ideas in a magazine directed to a gas station, drug store, lumber yard, clothing store or garden center will work for you. The key is to make the most of every idea you can adapt to your situation. You can also find these ideas by visiting other businesses and reading books directed to our industry.   These ideas represent the many advantages you have over the mass merchants. When these giants advertise, they traditionally speak only of price. But most of the surveys that detail what customers want will tell you price is not the most important issue.   Mass merchants advertise with prices because they cannot compete with the local businesses on the important things. From many years of receiving more than 50 trade magazines each month, and from taking note of every unique promotional and profit building idea, here are some of the best.  
  • 59.
    • Most people attending a seminar will see several ideas that they can utilize in their business. Unfortunately as they get back to their office, these ideas get set aside. If not acted upon within 72 hours after your return to your office, the idea will usually be lost. However, if you will write down 3 of the best ideas that you got from today, I will send you this post card in 2 week s . If you place this post card on your desk, you will then renew the 72 hour activation time period. When I get back to my business, I want to:
    • 1. ______________________________________________________
    • 2. ______________________________________________________
    • 3. ______________________________________________________
    • Can I be of further assistance to you? Please do not hesitate to contact me.
    • Profits+Plus Seminars featuring Tom Shay
    • P.O. Box 1577 St. Petersburg, Fl 33731
    • (727) 464-2182 Fax: (727) 898-3179
    • Internet: www.profitsplus.org E-mail: [email_address]
  • 60.
    • Some people see things that are and say, “Why?” But I dream things that never were and say, “Why not?” George Bernard Shaw