ON OUR RADAR

Transcription

ON OUR RADAR

ON OUR RADAR:
• Marketplace Fairness Act. The bill, which would allow states to
require online retailers to collect sales tax, has even won the approval of
Amazon and other online retailers. A key vote is expected this fall (nrf.com).
• House Account. With a focus on independents, House Account
is a location-based app that lets boutiques connect with customers via
messaging (techcrunch.com).
• Local Register. Amazon’s mobile payment service and credit card
reader aims to compete with Square and PayPal for small-business customers:
The initial fee is 1.75%, which increases to 2.5% in 2016 (online.wsj.com).
TOPPING
the Charts
ALEXA’S ANGELS FROM
ROMAN, #7 in Message Jewelry,
introduces Heart & Soul Bracelets,
reminders of words to live by. Crafted
of genuine leather and featuring
rhodium/18K gold plate with crystal
and pearl accents, bracelets come with
adjustable snap closure and sentiment,
such as Follow Your Heart and Live
By Faith. Cost: $8 (877) 264-3576,
alexas-angels.com.
September 2014
giftBEAT
Tracking the pulse of the gift industry
Got Thieves? Customer Service Is Key
By Joyce Washnik
T
hink you know what the typical shoplifter
looks like? Think again. Appearances can
be deceiving. Just ask a California retailer,
who had a woman in a wheelchair knock DVDs
off the shelf. When sales associates rushed over
to help pick them up, the disabled customer put
several in her purse. “It’s not always the customer
you expect that will shoplift,” he says.
An Illinois shop owner had a similar experience,
when a very good (and frequent) customer turned
out to be a thief. “All the employees trusted her,”
she says. “It was only when a new staff member
watched her that she was caught. This was an eyeopener. We now approach and treat all customers
the same, whether they are regulars or new walk-ins.”
Training employees to understand that
shoplifters come in all shapes and sizes can be a
challenge, as this New York respondent points
out: “They tend to believe that people who dress
a certain way or live at a certain address (and who
don’t ‘need’ to steal), aren’t shoplifters. It’s a fine
line to walk so people are comfortable shopping.”
A number of our reporting retailers have installed
camera systems to stay on top of would-be thieves,
especially as their inventory has shifted to more
desirable categories such as jewelry and apparel.
Others have moved expensive items to protected
cases, or even installed alarm gates.
But experts say you already have what you
need to make thieves less likely to frequent
your store: customer service. “Customer
service is the first weapon in the anti-shoplifting
arsenal,” says Bill Bregar of Loss Prevention Systems
(losspreventionsystems.com). “Shoplifters hate
attention! To do what they do, they must have
privacy, even for a few seconds. Customer service
negates their ability to steal.”
Unlike a good customer enjoying a shopping day,
he adds, shoplifters will react to customer service
differently: They will shun it. “The shoplifter will
give up in many cases and go away, most likely for
good,” Bregar says. “In their mind, there are much
easier targets, like your competitors.”
(continued on page 5)
TRENDING UP OR DOWN:
u Greeting Cards: Business
is even for 51% of retailers, while
38% are up. Papryus (800)
878-0683 is getting the most
buzz this month, as its higher
price points help sales. Others say
humor is driving the category,
with an Oklahoma retailer citing
Borealis Press (800) 669-6845,
while a New York shop owner
finds people buying multiple Trash
Talk cards from Primitives by
Kathy (866) 295-2849.
p Message Jewelry: The
category is up for 38% of retailers,
while 36% report steady sales.
“I think our customers want
something they can relate to and
seems personal,” says a California
shop owner. Center Court (888)
905-3935 continues to get high
marks, while a Pennsylvania retailer’s
top sellers are Whitney Howard
Designs’ (818) 884-8478 cuff
bracelets and My Saint My Hero
(888) 472-4376 blessing bracelets.
Service So Good It’s Contagious
By Natalie Hammer Noblitt
R
CARDTHARTIC, #10 in Greeting
Cards, approaches everyday occasions
in a sophisticated voice. The line’s
greatest strength is in categories where
words are most difficult to come by,
such as condolence or support and
encouragement. Its 650 designs — cards,
magnets and boxed notes — are made in
the USA from recycled paper. Cards retail
for $2.95 (800) 814-8145, cardthartic.com.
{
etail customer service strategist Anne
Obarski isn’t talking about flu season
when she suggests your store becomes
contagious for fourth quarter. What’s infectious
should be the joy shoppers share with others
because of the positive experience with your
store. She offers techniques for making it easy
to let others spread the word about the level of
customer service your staff provides.
Q.
In this digital age, is customer
service more important than ever?
A. Face-to-face customer service is your
differential advantage, no matter what items
or services you offer. Nearly anything I want
can be bought online.
u Owl-Themed: The category
is flat for 43% of shop owners,
down for 41%. Has interest
peaked? Many say yes, including
this Kansas shop owner: “I’m
bored with owls, so I’m not
buying them much.” But some
say the bird still has fans, with a
Minnesota retailer citing Alex
and Ani’s (401) 633-1486 owl
release, while a North Carolina
respondent sells Custom
Decor’s (800) 441-8818 flags.
How To
Use Mystery
Shoppers
page 5
As a customer, I don’t need you,
but I also can’t replace people who
give me great service. If Judy at your
store is my favorite salesperson and I
rely on her to help me find what I want, our
relationship is important. Retailers need to train
their associates that customer service is a real value
and remind them they are competing to create an
experience that’s better than what’s found online.
Q. You talk about “modernizing” customer
service. Are retailers keeping up with today’s
consumer and what she expects?
A. Modernizing means understanding people now
buy using different channels, and that shoppers come
}
FAST FACT: Two-thirds of retailers plan to run the same number of fall events this year, while 26% will host more.
Joyce Washnik
Editor
joyce@giftbeat.com
NATIONAL
Charts
Connie Moore
Circulation Manager
connie@giftbeat.com
GIFTBEAT Editorial
Advisory Board:
Rosanne Brown
Venice Stationers, Venice, FL
Non-Jar Candles
Brandy Divin
B. Ellen Boutique, Cypress, TX
Jim Sinclair
Wooden Key Hallmark, Carmel, IN
Melinda Vitale Shaw
Melinda’s Fine Gifts, Picayune, MS
Lori Webster
Hoopla!, Altadena, CA
* Please Note: Advisory Board members
have no influence over product ratings.
GIFTBEAT is published 11 times a year
(Dec./Jan. combined). For subscription
information or back issues, contact customer
service at (800) 358-7177; fax (207) 5472063; or email connie@giftbeat.com.
Direct all editorial inquiries to: Joyce Washnik,
Giftbeat, 72 Tappan Rd., Harrington Park, NJ
07640; (201) 768-3890; fax (201) 768-3894;
editorial email: editors@giftbeat.com.
Note: GIFTBEAT does not accept any
advertising. In addition, GIFTBEAT makes no
warranty or guarantee, express or implied,
regarding potential sales of any products
referred to in GIFTBEAT.
© Copyright 2014 GIFTBEAT
COPYRIGHT REMINDER: We are
flattered that people love to reproduce our
content and share it with others. But please
remember that GIFTBEAT is copyrighted.
Redistribution without prior permission is
prohibited. If you would like to reproduce,
reprint or reuse any of our content, kindly
send your request to: editors@giftbeat.com.
H
|
300 stores. Bullets distinguish those lines that are new or show
significant movement from the last time the chart was run.
Last run: September 2013
Owl-Themed
#1 NATURAL LIFE: phone cases, jewelry, var.
#2 TRANSPAC: figurines, various
#3 GANZ: figurines, various
• #4 CUSTOM DECOR: flags
• #5 LAZY ONE: slippers, various
#6 REGAL ART & GIFT: metal owls, various
#7 TWO’S COMPANY: jewelry, various
#8 SPOONTIQUES: travel mugs, various
#9 GRASSLANDS RD/AMSCAN: various
• #10 YANKEE: candle accessories
Honorable mention: Bridgewater, Candle Warmers
and Aromatique.
Honorable mention: Demdaco.
p Yankee (800) 792-6180 is #1 (from #2). New: Northern
p Custom Decor (800) 441-8818 jumps from #10, while
Lights (800) 836-8797 and Vance Kitira (800) 646-6360.
Lazy One (866) 340-5278 shifts from honorable mention.
New: Yankee (800) 792-6180.
Greeting Cards
Tabletop/Accessories
Last run: September 2013
#1 LEANIN’ TREE: Times Remembered, var.
Last run: March 2014
#1 MUD PIE: serveware, boards, various
#2 BLUE MOUNTAIN: Suzy Toronto, various
• #3 PAPYRUS: general line
#4 AVANTI PRESS: humorous, various
#5 PICTURA: humorous, various
• #6 RECYCLED PAPER: birthday, various
#7 OATMEAL STUDIOS: humorous
#8 COMPENDIUM: Frank & Funny, various
• #9 DESIGN DESIGN: humorous, various
#10 CARDTHARTIC: general line
#2 NORA FLEMING: platters/minis
#3 CHARLES VIANCIN: silicone lids
#4 PARK DESIGNS: linens, various
• #5 C&F ENTERPRISES: linens, various
• #6 ARTHUR COURT: serveware, various
#7 SANTA BARBARA DESIGN: Lolita
#8 MARIPOSA: serveware
• #9 THIRSTYSTONE: trays, various
• #10 HIGHLAND GRAPHICS: boards, various
Honorable mention: Shade Tree Greetings and
Legacy Publishing.
Honorable mention: Beatriz Ball, Dennis East, Tag
and Grasslands Rd/Amscan.
p Papyrus (800) 878-0683 moves three spots, while Recycled
(800) 878-0683 and Design Design (800) 334-3348 jump from
honorable mention.
p C&F (888) 889-9868 moves three spots and Arthur
Court (800) 446-7806 climbs from honorable mention.
New: Thirstystone (800) 829-6888 and Highland Graphics
(800) 218-7491.
Give ’Em What They Hate
G I F T B E AT
#2 HABERSHAM CANDLE: Wax Pottery
#3 TYLER CANDLE: votives, melts
#4 VIRGINIA GIFT BRANDS: Ribbonwick, var.
#5 COLONIAL CANDLE: tapers
#6 SWAN CREEK: melts, votives
#7 ROOT: pillars, tapers
• #8 NORTHERN LIGHTS: tapers
#9 MOLE HOLLOW: tapers
• #10 VANCE KITIRA: pillars
ow would you feel if one of your
longtime customers, someone you knew
by name and were even affiliated with
through your local chamber of commerce, turned
out to be a thief?
It happened to a New York retailer, who says
the woman stole from her for 10 years before
she figured it out. Now the customer’s picture
is posted on the store’s back door so employees
see it every day. “We never ‘caught’ her, but she
never came in last season, so she must know we’re
onto her,” she says.
Dealing with theft is an ongoing challenge
for retailers, but it’s especially hard to catch
when carried out by your store’s “best” or
most frequent customers. Or by the welldressed woman who chats with everyone and
2
• Please Note: Polling data based on the responses of more than
• #1 YANKEE: tarts, votives
Lori LaDue
Beautiful Things Interiors/Gifts, Somers, CT
FROM the
EDITOR
l
*
TRENDING NOW: Message Jewelry is up or
even for 74% of our retailers. Bangles remain
an important niche, with four companies cited
in this month’s chart.
compliments your merchandise, only to drop
items in her purse when your back is turned.
It can also be someone who spends a lot of
money in your store. A Virginia retailer watched
a woman in her 50s who had just bought $100
worth of merchandise, casually walk out the front
door and grab a $20 wall decor piece without
paying for it.
What she didn’t know was that the retailer
was watching her from behind a large shelf. She
followed the shoplifter out to the parking lot and
confronted her.
“After denying it twice, she then gave the
wall decor back to me, apologizing. She was so
embarrassed — and rightly so! I told her to never
return to the store and haven’t seen her since,”
she says.
SEPTEMBER 2014
Is that “best”
customer
a thief?
While there are no easy answers for every
shoplifting situation, the one thing you can
consistently offer is vigilant customer service.
Thieves hate attention, says Bill Bregar of Loss
Prevention Systems. To do what they do, they
need privacy, even for a few seconds.
So stay on your guard in your store, keep a
watchful eye on everyone, and make sure you
and your staff give people all the customer
service they can handle. The thieves will hate
you for it — and eventually move on.
www.giftbeat.com
Gifts $15 Or More
Message Jewelry
Last run: February 2014
#1 VERA BRADLEY: bags, accessories
• #1 ALEX AND ANI: bangles
• #2 ALEX AND ANI: bangles
• #3 CARSON: chimes, various
#4 BRIGHTON: jewelry, various
#5 DEMDACO: Willow Tree, various
#6 ENESCO: Jim Shore, various
• #7 MUD PIE: serveware, various
• #8 PANDORA: jewelry
• #9 NOELLE: apparel
#10 NORA FLEMING: platters/minis
#2 CENTER COURT: Forever Heart, DaVinci
#3 DM: bracelets, various
#4 BRIGHTON: bangles, charms, various
#5 LENNY & EVA: cuff bracelets, various
#6 BELLARYANN: bangles
• #7 ROMAN: Alexa’s Angels
#8 GANZ: bracelets
• #9 WIND & FIRE: bangles
• #10 GIFTCRAFT: bracelets
Vera Bradley (#1) brings a fresh new
look to its line with leather and faux
leather offerings, including this “Amy”
backpack in burnt orange. Sugg. retail:
$248 (800) 823-8372, verabradley.com.
Honorable mention: Center Court, Jellycat, Regal
Art, Grasslands Rd/Amscan, Woodstock, Kindred
Hearts and Premier Kites.
Honorable mention: Jane Marie, Pandora, Angelica,
Lucky Feather and Beaucoup Designs.
p Alex and Ani (401) 633-1486 and Carson (800) 888-1918 jump four spots, while Pandora (410)
p Alex and Ani (401) 633-1486 is #1 (from #3), while Roman/
Alexa’s Angels (877) 264-3576 moves three places. New:
Wind & Fire (800) 431-1606 and Giftcraft (877) 387-4888.
309-0200 and Noelle (910) 270-4047 shift from honorable mention. New: Mud Pie (800) 998-1633.
Comfort Gifts
Last run: April 2014
Frames
Last run: April 2014
#1 DEMDACO: Willow Tree, various
#1 MALDEN: wedding, baby, various
#2 ALEX AND ANI: bangles
#3 DAMMIT DOLLS: general line
• #4 GANZ: pocket angels, various
#5 CARSON: crosses, various
#6 ROMAN: Cottage Garden
#7 HARVEST HOUSE: books
#8 GRASSLANDS RD/AMSCAN: plaques, var.
• #9 THOUGHTFUL ANGELS: angel pins
#10 COMPENDIUM: books
#2 GRASSLANDS RD/AMSCAN: wedding, var.
• #3 MUD PIE: baby, wedding, various
#4 GANZ: Danielson Designs, various
• #5 ROMAN: wedding, various
#6 PRINZ: metal, various
#7 J. DEVLIN: glass
• #8 DEMDACO: Embellish Your Story, various
#9 GLORY HAUS: wood
#10 P. GRAHAM DUNN: Puzzle Pieces, various
Honorable mention: Enesco, Quotable and Pavilion
Gift.
Honorable mention: Creative Co-Op, Lawrence,
Giftcraft and Brighton.
p Ganz (800) 724-5902 moves four spots. New: Thoughtful
Angels (877) 321-6369.
p Mud Pie (800) 998-1633 shifts three spots, while Roman (800) 729-7662 and Demdaco (800)
Malden’s (#1) “My Sweet Baby” frame
includes space for a 4 x 6 photo of
the mom-to-be and a second spot
for the sonogram. Sugg retail: $12.99
(800) 426-3578, malden.com.
336-3226 jump from honorable mention.
REGIONAL Charts
• Please Note: Regionally,
GIFTBEAT’s reporting stores
break down as follows: 29%
Midwest, 25% South (including
Texas and Virginia), 24% West
and 22% Northeast.
METHODOLOGY: The data for
GIFTBEAT are calculated each month
according to a point system. A nationwide
network of reporting store owners fill out a
monthly questionnaire that asks them to rate
their three top-selling items in each of the
product categories. Items ranked first are
assigned 5 points; items ranked second are
given 3 points; those ranked third are given
1 point. Point values are totaled and ranked
in descending order to come up with the
top-selling items. Data are supplied by card/
gift, boutique/specialty, collectible/gift and
gift/home decor stores that represent every
region of the country. Although members
of some buying groups participate in GIFTBEAT’s monthly surveys, no more than 10%
of a particular group is used. In addition, none
of the retailers who participate are affiliated
with any vendor. Unless otherwise specified,
all data are based on sales (dollars) within
the past month. Tabulations are conducted by
Suburban Associates, a New Jersey-based
market research firm.
NON-JAR CANDLES
NORTHEAST
1. Yankee: tarts, votives
2. Virginia Gift Brands: Ribbonwick, var.
3. Habersham: Wax Pottery
4. Root: pillars, tapers
5. Mole Hollow: tapers
GREETING CARDS
NORTHEAST
1. Papyrus: general line
2. Oatmeal Studios: humorous
3. Avanti Press: humorous, various
4. Leanin’ Tree: Times Remembered
5. Pictura: humorous, various
GIFTS $15 OR MORE
NORTHEAST
1. Alex and Ani: bangles
2. Vera Bradley: bags, accessories
3. Brighton: jewelry, various
4. Premier Kites: spinners
5. Nora Fleming: platters/minis
SOUTH
SOUTH
SOUTH
2. Tyler: votives, melts
4. Swan Creek: melts, votives
1. Leanin’ Tree: Times Rem.
2. Blue Mountain: Suzy Toronto, various
4. Cardthartic: general line
5. Pictura: humorous, various
1. Vera Bradley: bags, access.
2. Brighton: jewelry, various
4. Carson: chimes, various
5. Regal Art: garden decor
MIDWEST
MIDWEST
MIDWEST
4. Northern Lights: tapers
5. Vance Kitira: pillars
5. Recycled Paper: birthday, various
1. Vera Bradley: bags, access.
2. Carson: chimes, various
4. Demdaco: Willow Tree, various
5. Kindred Hearts: plaques, various
WEST
2. Tyler: votives, melts
4. Bridgewater: votives
5. Colonial: tapers
WEST
3. Compendium: Frank & Funny, var.
SEPTEMBER 2014
WEST
1. Demdaco: Willow Tree
2. Grasslands Rd/Amscan: various
3. Enesco: Jim Shore, various
4. Vera Bradley: bags, accessories
5. Mud Pie: serveware, various
G I F T B E AT
|
3
retailBEAT
Keeping It Local
Ideas and inspiration
J
uly sales feedback has a more upbeat tone, as 52% of
our reporting retailers post gains. Better weather, more
tourists, new products and summer sales helped.
Frozen licensed merchandise is
one of the categories bringing in
JULY 2014 SALES
business. “We have a very nice
(vs. July 2013)
back-to-school Frozen department,
Up
10%
or more…
20%
with backpacks, pens, etc., that are
Up 5-9%...
11%
selling very well,” says a California
shop owner.
Up 1-4%...
21%
Others have seen a shift in their
Even…
13%
areas, as consumers begin to
Down 1-4%...
13%
spend again. “Sales have been up
Down 5-9%...
10%
two months in a row,” reports a
Down
10%
or
more…
12%
Mississippi retailer. “This has been
Note: July sales were up for 52% of our
a tough year, but I see people
reporting retailers (vs. 47% in June),
happier and spending a bit more.”
helped by new products, sales and
summer tourists.
Summer clearance events also
helped, although discounts
needed to be high to get noticed. “I’m getting more and more bargain
hunters,” reports a Kansas retailer, who had a customer ask if a pillow
marked down from $26 to $10 was “the final price.” She has a big
table of leftovers from her sidewalk sale, and people head for that or the
Vera Bradley sale cabinet. “I’m afraid we’ve trained them in this bad
economy to always expect a deal,” she adds.
A Vermont retailer agrees that consumers are in a discount state of
mind. “I have a year-round end cap in the back of my store and put
items there all the time. This works well for me,” she says. “There is
always a customer who gives nothing but discounted items as gifts, and
feels okay with that. That is fine with me because I need to move this
product anyway.”
Here are other ways shop owners moved clearance goods this
summer:
1. Front and Center. Rather than a sale shelf at the back of the store,
a South Carolina retailer put discounted items on a bench at the front
of the store, which helped move them quicker. A California respondent
adds, “We re-merchandised our clearance stuff and moved it to a corner
right across from the cash counter. It’s been selling even better.”
2. Price vs. Percentage Off. By pricing her sale items in dollar
amounts ($3, $5, $10), rather than offering a percentage discount,
a Pennsylvania retailer doubled the amount she did compared to last
year. A Utah shop owner has had similar success. “Taking a regular $20
sandal and putting it on a $5 table is much more effective than simply
marking it at 75% off, even though the price is the same,” he says.
3. Incremental Discounts. A Pennsylvania retailer hosted a
successful sidewalk sale, where the discount went up throughout the
day: from 9 am to noon, it was 40%; from noon to 2 pm, it was 50%;
for the remaining two hours of the sale (2-4 pm), it jumped to 60%.
D
o you remind
customers that by
shopping in your store,
they’re supporting a local
business? A Minnesota
retailer has made a
commitment to tout her
local roots through signage.
• Background: After a Vera
Bradley rep told the retailer
how other shops in her territory
were promoting the “Shop Local”
movement, she decided to jump on
the bandwagon, posting “Thank
You for Shopping Local” signs at her
register, on the wall behind the register
and in her windows.
• Response: “Customer response
has been really good,” she says.
“They notice the signs!” She had
some shoppers tell her that they
didn’t realize her mall store was
locally owned and not part of a large
chain. “It has changed my theme of
advertising and marketing, based on
the success I’m seeing and as word
gets out,” she says.
{
“We are getting together with our fellow
merchants downtown and starting a monthly
Girls Night Out event, with refreshments,
specials, giveaways, etc.”
— Alabama retailer
CHALK THE WALK
Have sidewalks
in front of your
store? Grab a
box of chalk
and make like a little kid again! An Iowa
retailer and her team write in colored
chalk on their sidewalk, touting sales, new
products, holidays and more. “We also
do it occasionally for fun!” she says. The
chalk is a unique and easy way to draw
attention to the shop and get passersby
to stop in. A nearby town runs an event
called “Chalk the Walk,” where more than
200 artists use the town’s main street
as their canvas. To learn more and be
inspired, visit facebook.com/chalkthewalk.
HOT DISCUSSIONS ON giftbeat.com/subscribers
1.
EVER FIRED A REP (Ask A Retail Expert forum)?
An Arkansas retailer expressed frustration with a
company rep who insisted they had an appointment in July,
even though the retailer remembers she didn’t make one
because her family is so busy that
month. She also said it is a pattern
with this person and asked her peers
for advice. A Kansas retailer said: “I
would tell her not to come back and
then tell the company you need to
be a house account. Yes, it’s hard to
deal with the company that way, but
no harder than being stressed out by
somebody who is as difficult as she is.”
A Texas shop owner chimed in: “I had
a rep once who gave me a sticker with the date on it to put
on my calendar. It costs so little and is so effective. There are
days I don’t know my name or even what day it is.”
4
|
G I F T B E AT
SEPTEMBER
2014
2.
• Advice: Although she did the
initial signs herself, the retailer plans to
have future signs done professionally.
She also suggests shop owners add
a “Thank You for Shopping Local”
line to their register receipts, as
she has done. She says it’s a great
theme to adopt, especially going
into fourth quarter: “I’m shocked
at the reception. There’s been good
interaction with customers, and it
doesn’t cost a thing.”
Note: American Express offers ideas
and inspiration for retailers interested
in encouraging customers to Shop
Small. Visit americanexpress.com/
shopsmall and click “Get Resources.”
EMPLOYEE DISCOUNTS (Operations
forum). A North Carolina retailer is considering changing her employee discount to 40% and
wondered what her peers give. Most responses ranged
from 20% to 40%, with a Massachusetts respondent
giving 50% off jewelry that employees buy for themselves and wear in the store. A second North Carolina
retailer says she looks at employee discounts as a way
to build loyalty — and it doesn’t cost her anything:
“I want my employees to feel they get paid more and
they get more perks than anywhere else. I want to
keep my employees, and to me, it’s a no-brainer —
make them feel you appreciate them. We do 40%, and
the manager gets 50%. They aren’t supposed to be a
buying machine for friends or relatives, and I don’t
think they abuse their privileges. It’s painless for me,
as opposed to giving higher wages, especially in this
down economy.”
}
Make Meetings
More Efficient
I
f you allow multitasking
during meetings, you are
not encouraging employees
to stay focused and engaged.
Hold more productive
meetings with these tips:
1. Ban electronics.
Smartphones and laptops are
very distracting. Ask attendees
to leave them behind unless
they are needed for the meeting.
2. Ask questions. If employees
know you will expect feedback
and discussion during meetings,
they’ll be more likely to pay
attention.
3. Stick to the time allotted.
When employees are distracted
by other tasks, you often
have to repeat information,
lengthening your meetings.
Adopt a strict policy that
meetings are to end on time to
keep people tuned in.
4. Keep yourself focused.
If you don’t want others
multitasking, practice what you
preach. Place your smartphone
out of sight.
Note: From “7 Ways to Keep People
from Multitasking in a Meeting,” Kim
Casey, Communication Briefings,
communicationbriefings.com.
www.giftbeat.com
Hiring A Mystery Shopper? Read These Tips First
E
very retailer would love to
know what happens when
management isn’t around.
Anne Obarski of Merchandise
Concepts says mystery
shoppers are tools that can
accurately test your customer
service. These shoppers don’t
have to be an expensive service Anne Obarski
for retailers, she adds, but they must be used
correctly to be effective. Here, she shares tips
for getting the most out of the process:
Set up your staff to succeed. If you are
going to use audits with your staff, you first need
to communicate the goals you want to reach. You
must be a teacher before you can test what you’ve
taught. It is only fair to let your employees
know they will be tested on these lessons.
Be clear, not cryptic. Your handbook
should state the policies that will be reviewed,
such as requiring that shoppers be greeted
within 45 seconds of entering the store. That
can be tested. Employees should also know
these policies must be kept up every day, not
just on weekends or during the holidays.
Consistency counts. Set up mystery
shoppers to perform audits every six weeks
or quarterly, even if you tell employees it
will be done randomly. It’s easy to forget to
schedule this tool, but it is important to keep
employees on their toes.
Don’t make punishment personal. A
mystery shopper may catch an employee in
~
~
~
~
a customer service mistake, but don’t use the
report as punishment for just one person.
Use the feedback to give input to the whole
team and not assign blame.
It’s not a trap. Some businesses use mystery
shoppers to gain evidence on an employee
they’d like to fire. That’s not the right way
to use the tool. The information you learn
from your mystery shopper should be used to
improve training, not as your HR department.
Change as a team. What you learn
from your mystery shopper can help you
rewrite policies, with the input of your team.
Get everyone involved to create a solution
before you read about the problem from a
disgruntled shopper on Yelp.
Reward a job well done. Your mystery
shopping report should also be a reason to
praise your team or recognize a job well done.
Whether or not you monetize the reward is up
to you, but make sure great customer service
doesn’t go unnoticed.
~
~
~
~
Make your own mystery shopper. If
mystery shopping services in your area are too
pricey, find family or community members
who can do it for you. Create a “quiz” from
your training manual that these shoppers can
use to grade your staff. Pay them a small fee or
offer store credit.
Note: Anne Obarski is an international
retail speaker and customer service strategist
(merchandiseconcepts.com).
Got Thieves?
Customer Service Is Key
(continued from page 1) Here, retailers offer
additional ways to thwart thieves:
• Cite local ownership. A Louisiana retailer
confronted a shoplifter last year and asked,
“Why do you hate my kids?” The customer
looked stunned when the retailer explained to
her that the jewelry and shirts in her purse were
how she paid for her children’s education, food,
clothing and house note. The thief drove off
with the stolen items, but the next morning,
they were all in a bag at the store door. Now,
the retailer plans to post a large family portrait
in each location so customers see who is behind
the business.
• Can we hold those for you? A South
Carolina respondent doesn’t hesitate to
approach someone who appears to be a
shoplifter (or has stolen before) and say,
“Would you like me to hold that at the
counter for you?” It sends the message that
you’re watching them.
• Telltale signs. If a person is wearing a coat
on a hot day, a New York retailer says to watch
out: He or she could be a shoplifter. She also
trains sales associates to look for other red flags,
such as big purses/totes or trips back to the car
for a “forgotten” item.
• Prominent signage. With 14 video cameras
in his store, a second New York shop owner is
serious about tackling theft. Store signage reads,
“Smile, you’re on camera.” He also has posted
photos of two thieves who were arrested for
shoplifting in his store. No names or faces are
shown, but the photos show them taking the
merchandise.
Q&A: Service So Good It’s Contagious
(continued from page 1) to retailers for the first
time using Pinterest, Instagram and YouTube
rather than the Yellow Pages.
contagious service at every touchpoint in the
journey you have with customers.
It starts with a contagious website that is
really
cool and inspires the shopper to want to
How customers communicate with you about
go
to
your store. When the shopper arrives,
your customer service has also changed. It is
everyone
is so friendly and the products
important to monitor what is said about your
so
appealing
that the customer is thrilled.
store on social media. Ten years ago a shopper
The
service
is
spectacular and the product
would have sent a letter, and the store may have
considered making changes because of it. Now is wrapped so beautifully that by the time
we have the opportunity to get quick feedback the purchase is done, the shopper is taking
a picture of it, posting it on Facebook and
from customers and react to it.
telling all her friends about how much she
Use what is being said online as an opportunity enjoyed your store. If something falls
to learn about the cracks in your customer
through the cracks a few steps in, then the
service before things fall apart. What is written same journey can become disastrous.
online is truly written in ink, not pencil.
Q. Where do employee rewards fit in
As consumers, we read reviews and, whether
the equation?
it’s right or wrong, listen to other people’s
A. Some stores I work with have monetized
opinions as we form our own. You have to be
the process of using a mystery shopper. The
aware of what your customer is reading and
store manager gets a huge bonus based on the
hearing. It’s all small stuff, but you do have
monthly mystery shopping report. By putting
to sweat it. You also have to train everyone in
the money into that process, employees can’t
your company to provide the level of customer wait to have a mystery shopper come and are
service you expect will be delivered.
bending over backwards because they know
there is money at the end of the month.
Q. Your recent talk at the Las Vegas
Market focused on “contagious service.”
On the other hand, you may not have the
What does the term mean?
budget to do cash rewards. If there is no reward,
there may be no incentive to do well, so I
A. Being contagious on purpose means
suggest instead rewarding for retention. You
creating customer service that will spread
can use notes, verbal recognition, flowers or
by word of mouth so that everyone hears
Facebook postings showing a rewards ceremony.
about how great the experience is at your
store. It goes back to your digital strategy
It is important to make an effort to tell people
and everything you do. Your goal is to create
when they do a good job. Especially if your
You must
employees are between the
sweat
age of 18 and 35, they grew
the small
up in a time where everyone
was a winner. They are used
stuff.
to getting feedback, so you
better figure out a way to
give them some kind of praise to keep them.
A client of mine in a different type of retail
business offers “caught in the act” rewards. If
a manager hears or sees an employee on the
customer floor doing something great, he or she
immediately gets $20 in cash. This type of reward
works well because other staff members see it and
it makes them want to work harder, too.
Q. Can you train employees to be
customer service superheroes?
A. It’s all about budgeting. Small businesses
often haven’t budgeted for training. But even
if it’s only $100 a month, there are things you
can do to train and maintain your employees.
In January, do a webinar together; in
February, assign everyone to read a book and
have a roundtable. You can send an employee
to a conference another month.
The idea is that customer service training
needs to happen beyond the first day. Set
something up each month and realize that
you can’t do it all yourself. By creating
mentors among your staff to help you train,
you will have others who help you coach your
employees. Reward mentors by paying them
SEPTEMBER
2014
G I F T B E AT
|
5
productBEAT
q Lollipop Bandz™ from
ZORBITZ (866) 967-2489
feature 5 colorful silicone
bracelets presented on
a lollipop-shaped card.
The adjustable bracelets
can connect to create
wrap styles, headbands,
shoelaces and more.
Appropriate for ages 3+
and offered in multiple
themes, including candy,
dinosaurs, beach, travel,
sports and activities.
Cost: $2.50 (zorbitz.net).
p COOL AND
INTERESTING’S (951)
278-1688 state-shaped
pendants were the No.
1 seller at the summer
shows. Each pendant is
sized 3/8 inch by 1/4 inch,
and features a heart cutout
of the capital, plus a mini
home-shaped charm (16-in.
chain with 2-in. extension
included). Offered in gold or
silver finishes, cost is $12
(coolandinteresting.com).
u Charm and sophistication
combine in ELEGANT
BABY’S (800) 334-5321
apparel offerings, including
this gray and cream polka
dot dress and legging set
with pink accents. Made of
100% cotton knit, the set
ships on a padded hanger.
Sugg. retail: $60. Little
girls will love cuddling the
company’s plush bunny with
matching polka dot sweater. Sugg. retail: $22 (elegantbaby.com).
q STREAMLINE INDUSTRIES (800) 725-4940 makes amplifying
your mobile device easy with the Wireless Monster Amp (no
Bluetooth or syncing required). The product was a
top seller at the summer shows. Featuring
two high-quality stereo speakers and
wireless-touch technology, the amp
uses 3 AAA batteries (not included).
Offered in three colors and boxed, cost
is $18 (streamlinenyc.com).
{
“We would like to recognize
Bridgewater Candles and their ‘Light
a Candle. Feed a Child’ campaign. It
is truly remarkable how many lives
they touch!”
— Indiana retailer
}
ON OUR RADAR: HANDS TO HEARTS APPAREL
t CoCo + Carmen by THE
GOOD BEAD (952) 938-3455
offers the Underneath™ Lacy
Seamless Mock layering top.
Made with an ultra-soft blend
of nylon and Spandex, the top
comes in 8 colors and 2 sizes
(S/M and L/XL). Individually rolled
and wrapped in special packaging
that reads “A sweet little layer to
get you through the day.” Cost:
$15 (thegoodbead.com).
l
MOVIN’ OFF THE SHELF…
An Illinois retailer
can’t say enough
about TY’S new Frizzys
plush, with wild hair
and adorable names like
Zinger, Kink, Scoops
and Plopsy. The line is
selling especially well for
children’s birthdays, with a balloon attached.
“They just have a lot of personality,” she
says. “When you look at them, you smile.
There’s nothing like them. They’re goofy,
and everyone likes goofy!” (ty.com).
6
|
G I F T B E AT
SEPTEMBER
2014
HANDS TO HEARTS (844) 883-2486 is an easyto-wear apparel line with an emphasis on color, texture,
comfort and affordability. The company’s goal is to
be the favorite “go to” item in a woman’s closet. A
Florida retailer who brought in the line this spring
says it’s already a favorite of customers: “Our
customers absolutely love this line! We sold out
of our first order within a week. We have had some
customers buy them in every color.” She carries the
sleeveless Soul Warmer, and she just started carrying
the new long-sleeve style. “We are already sold out
in some colors, and have customers waiting for them
to come back in,” she says. Sleeveless styles retail for $24 ($10 cost),
while long-sleeve styles are $44 ($20 cost) (hands-to-hearts.com).
ON OUR RADAR: LOKAI BRACELETS
Here’s a hot bracelet line that appeals to all ages,
is unisex and features this cool tagline: Sometimes
You’re On Top. Stay Humble. Sometimes You’ve
Hit A Low. Stay Hopeful. LOKAI (877) 7255747 bracelets are unique because one white
bead contains water from Mt. Everest (the
highest point on Earth), while a black bead holds
mud from The Dead Sea (lowest point on Earth).
“I think people feel good wearing something that
has meaning,” says a New Jersey retailer, whose
customers love the line. She calls it “simple, easy to wear and giftable,” and
says the company’s active social media presence is driving interest. She sells the
bracelets for $18 ($9 cost) (mylokai.com).
www.giftbeat.com
STATEMENT SNEAKERS. Designers mix it up for fall/winter, pairing feminine dresses with casual — and fun — sneakers (style.com).
JEWELRY LINES TO WATCH
• A Connecticut retailer calls CARLO BIAGI’S
Customers
(813) 448-9660 Coin Collection an “easy sell”
will flip
when she shows it to customers. Although other
for these
sources offer the pendants with interchangeable
coins!
coins, she chose Biagi because the company is the
manufacturer. “The prices were very affordable, with
gift-giving price points because there is no middleman,” she says.
Consumers can get a pendant, chain and coin for $70, she adds (vs.
$200+ from other sources). “I feel the interchangeable coin concept will bring returning customers,
much like the beads did. Maybe not as heavy, and it will take time, but it is a great concept for those
wanting something different,” she says (carlobiagi.com).
• We see a trend toward downsizing of jewelry, with dainty or
more delicate offerings starting to appear. FOXY ORIGINALS’
(866) 438-3699 eye-catching earring display stopped us in the
aisles of Accessories the Show. Each pair of “Stud Love” earrings
features Czech crystals and comes in a gold chevron-patterned
box, ready for gifting. Offered in 16 options, stud earrings are
pewter-based, with either silver or 14 kt. gold plating. Designs
include hearts, horseshoes, circles and more. Cost: $12. The
display is free with purchase, and sized just 11 by 11 inches
(foxywholesale.com).
SPOTLIGHT: SACS OF LIFE
SACS OF LIFE (248) 3139542 is on a mission to make
life easier for moms (and busy
people) everywhere. Founded by
momtrepreneur Annette Ferber,
the company’s tagline is “Start
small. Shop Big!” With a focus
on portability, convenience and
style, Sacs of Life’s shopping
systems include cross-body bags,
tote bags, shopping bags and
travel bags. The No. 1 seller is
the Metro Bag, a cross-body style
with five outer zippered pockets,
front flap pocket with magnetic
closure for cell phone, insulated
drink holder for hot or cold
beverages, plus a bonus full-size
shopping bag in the front pocket.
Offered in 4 colors (chocolate,
black, eggplant and blue), cost is
$32.50 (sacsoflife.com).
Trend Alert: FASHION TATTOOS. Glam gold and silver
temporary tattoos that look like bracelets or rings are hot!
Q&A: Service So Good
It’s Contagious
(continued from page 5) more to help
you train new hires.
Q. If you owned a retail shop
today, what would you make sure
your employees did every time a
customer walked in and before
he or she left?
A. One of the first things I would
do is take away the barriers that keep
employees from interacting with
customers. I would make every wrap
desk disappear where salespeople can
hide. Banks and hotels are getting rid
of desks and instead have employees
walk right up to you. Removing those
barriers means an employee can be
100% engaged with the customer
walking in the door.
I would also push for customer
engagement verbally and nonverbally.
Surveys show that only 30% of the
workforce is actively engaged in what
they are doing and 20% are actively
disengaged.
You must teach employees to be
engaged and find ways they can
interact with customers. One way
is to always invite shoppers back,
even when they don’t buy anything.
Ask employees to say, “I’m sorry we
couldn’t exactly meet your needs
today,” and let them know you are
still glad they stopped by. Give
shoppers something to take away
that makes them feel better than
when they came in.
Note: Anne Obarski is an international
retail speaker and customer service strategist
who founded Merchandise Concepts in 1984.
For more information and to read her blog,
visit merchandiseconcepts.com. You can reach
Obarski at anneobarski@gmail.com.
FAVORITE FINDS: Just In & Retailing
• LAZY ONE’S SPA SLIPPERS. A Mississippi
retailer ordered these slippers in Atlanta, after
her rep had tried for a long time to get her to
buy. And she’s glad she did! “I got them in, sold
out in two days, reordered and nearly sold out
again! They are selling great,”
she reports. Featuring a
thick, cushy sole,
bestsellers are
Rise & Shine
(shown
here)
and Owl
yours.
Available
in two
sizes (S/M
LAzy ONE
and L/XL),
she says the large outsells the small fourfold:
“Women like them to be a little big because it
looks so cute.” She retails the slippers for $14.99
(cost is $6.50). “These will make awesome
under-$20 Christmas gifts!” (lazyone.com).
• TEADROPS. This instant tea is a unique little
morsel made up of finely sourced tea, natural
sugar and
aromatic
spices. A
California
shop owner
who brought in
the tea says,
“Customers
love the
convenience
first of all,
and the taste,
TEADROPS
once they
sample it.” TeaDrops are packaged in a wood
box with sliding top (8 per box). While her
bestsellers are Cardamon Spice and the Variety
Box (2 each of 4 flavors), she says it’s a product
that has to be explained. The company supplies
large postcards that show how the tea is made;
she uses them as shelf-talkers. Sugg. retail: $10
(myteadrop.com).
• SOUTHERN DARLIN’S COLLECTION. With
a focus on Southern illustrations and graphics,
this lifestyle brand includes T-shirts, tanks,
koozies, sunglass straps and tumblers. A Florida
retailer received the line in early August and
says customer response was immediate: “you
should see what we’ve sold. It’s unbelievable!”
Bestsellers are the “Home Sweet Home” Florida
shirts (orange
with a white
and aqua
design across
the state).
“I’m not sure if
it’s just in the
South, but the
trend toward
state pride and
Southern pride
SOUTHERN DARLIN’
is a big deal!”
She retails the shirts for $20.99 (cost is $9.25),
and finds that they appeal to customers in their
20s (southerndarlin.com).
SEPTEMBER
2014
G I F T B E AT
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7
giftBEAT
72 Tappan Road
Harrington Park, NJ 07640
ADDRESS SERVICE REQUESTED
NEXT MONTH:
~ Baby Gifts
~ Made In The USA
~ Candy/Gourmet
By Embracing Change, a la Carte
Has Survived — And Thrived
By Joyce Washnik
would have tried. In five years,
our sales doubled.
• a la Carte
Q: What were some of
• alacarteshop.com
those risks?
• Erie, Pennsylvania
NS: To get rid of some of
the older, traditional lines
• 2,500 square feet/strip plaza
like Dept. 56. I was one of
• 9 employees
the first retailers to jump
• Top Lines: Vera Bradley,
on creating a Vera Bradley
“room.” I also started
Spartina, Trollbeads, Chamilia,
bringing in more fun things.
Lenny & Eva, Beatriz Ball,
At the time, it was a devastating
Primitives by Kathy, Mud Pie
economy, and I think customers
appreciated our new direction,
ancy Walker launched a la
since it wasn’t a fun time
Carte in 1971, choosing
otherwise.
the name because she
Q: Has your customer base
felt it would reflect her shop’s
changed along the way?
“fine selection,” with a menu of
unique gifts to choose from. For
NS: Before, it had been a bit
the past 18 years, daughter Nancy more exclusive. I broadened the
Sherwin has run the store, guiding base to include nurses, teachers,
it through turbulent times after
all walks of life. You never know
9/11, and turning it around from what you’re going to find when
you come in here, which makes
a traditional gift shop to today’s
for a lively atmosphere. I have
go-to spot — and plaza anchor
gifts from $1 up to $300.
store — for jewelry, handbags,
tabletop accessories and gifts.
Q: How do you promote
your shop?
Q: If you could pinpoint
some reasons for your
NS: Our emails are the most
success, what would they be? effective method of advertising.
NS: As a family business, it was
I send emails every couple weeks
difficult for me to not be overly
and people comment on them
cautious. After 9/11, things
almost every single day. They
were tough and we had to decide love the animated images I
whether we should close. Instead, always try to include. Currently,
we are the sponsor of our local
my sisters very generously gave
state park’s website, and our ad
me their shares in the business,
is featured on their main page.
and that made it possible for
That has brought lots of new
me to take risks and go in new
directions that I otherwise never interest.
N
$
bizBEAT
Profiles of businesses in the gift industry
BACKSTORY:
Science Background Gives Retailer An Edge
W
hen Nancy Sherwin’s mother opened a la Carte in 1971,
she loved designing the store. As a graduate of Parsons
School of Design, it was right up her alley. What she
didn’t care for was the day-to-day running of the business.
To help out, Nancy and her sisters took turns running the
store at various points in their lives. For a young woman in
her early 20s, it was a big responsibility. “I remember buying
at the New York shows was a challenge,” she says. “Reps
didn’t even want to talk to me.”
Nancy Sherwin
After running the store for a few years, Nancy decided to return to college in
California, where she earned a degree in physics with a minor in business. She landed
a job working in research and development on the world’s largest telescope. Eventually,
she moved back to Pennsylvania and has managed a la Carte for the past 18 years.
Her science background has given her the tenacity to succeed: “What I learned on
the telescope is to keep on trying until you figure out what works.”
Over the years, she has done that at a la Carte, changing inventory, adjusting price
points and attracting a broader customer base in the process. Her advice for peers:
“Don’t be afraid of change; embrace it.”
She also says it’s important to make friends with other retailers, as it’s easy to feel
isolated otherwise. She continues to be inspired by gift shop owners she has met
through Giftbeat’s online community: “One of my favorite parts of going to Atlanta
now is to meet up with some of these friends. We compare our finds and discuss our
winners and losers, and our hopefully ‘hot’ items.”
Q: What was your most
successful recent promotion
or event?
NS: Our favorite included
painting the outside of the store
fuchsia to match a new Vera
Bradley color. We got such a
huge response from it over the
next few months. Everyone had
an opinion about it! Some people
hated it, some people loved it.
We did it just for the summer,
but now we’ve decided to leave
it. It’s easy to tell people, “We’re
the big pink store.”
Q: Do you have a favorite
new line?
NS: Lenny & Eva has done very
well for us. It is a fairly easy sale
and all ages (surprisingly) buy it.
Their messages are meaningful to
our customers.
Q: What’s your view on business
for the rest of the year?
NS: We’ve been in business long
enough to recognize the highs and
lows. Two to three years ago were
the best years we have ever had.
After such a terrible winter, I will be
happy if this year is even with last.

ON OUR RADAR

Transcription

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