4th Quarter 2009 - Retail Merchants Association

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4th Quarter 2009
There are Signs the Recession is Ending
A National Retail Federation Retail Sales Outlook
The results of the latest quarter of Huge Inventory Liquidation
GDP data (the second quarter of 2009) The weak economy caused businesses
indicate that the recession is behind to dramatically reduce their inventories.
us. Real GDP declined only 1.0% at an In the second quarter, real business
annual rate compared to the large 6.4% inventories were drawn down by an
drop experienced in the first quarter enormous $141 billion. This followed
and the 5.4% decrease in last year’s a $114 billion reduction in the previous
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fourth quarter. The smaller decline quarter. Firms acted swiftly and
reflected improvement in business decisively to trim their inventories so
investment, 
housing, exports and as to be in line with the reduction in
government
spending. Real consumer demand. This now represents a positive
spending was weaker in the second for future growth as businesses will
quarter, dropping a little over 1.0%. We need to ramp up production in order
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anticipate
a better performance in the to meet future increases in demand. A
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second half of the year with growth in case in point is the auto industry which
bumped up production as a result of
real GDP of 2.5% to 3.0%.
the successful “cash for
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clunkers” program.
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Job Losses Diminish
The jobs situation is still
not good, but it is getting
better. In January, 741,000
jobs were eliminated. By
July, the number of jobs
lost amounted to 240,000.
The diminution in the
numbers is encouraging.
This does not make up for
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the fact that hundreds of thousands of
people are unemployed for long periods
of time. Many others are working fewer
hours than they would like and others
have dropped out of the labor market
entirely. The unemployment rate is
still a high 9.4%. However, there is
hope that as firms begin to increase
production levels, some hiring will take
place. This will happen slowly and with
a lag. The economy will recover before
employment starts back up.
New Home Sales on the Rise
The housing market looks like it has
reached a bottom; however, the climb
upward is very steep. New one-family
home sales troughed in January and
are up 17% since then. Sales of existing
single-family homes jumped in July to
the highest level in two years. Singlefamily starts bottomed in February and
are up 37%. Home prices are stabilizing
in many markets. Mortgage rates are still
attractive, but the first-time homebuyer
tax credit is scheduled to disappear
toward year-end. Improvement in the
housing market will stimulate demand
for housing-related merchandise, but
this will take time and is not expected
to be felt until next year.
Continued on page 7
A Salute to the Last of RMA’s Founders:
Schwarzschild Jewelers
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The history of Schwarzschild Jewelers is
itself the story of an American Dream
that began in the early 1890’s in the
newly re-constructed City of Richmond.
With 4 major
 railroads using Richmond
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as their hub, William Harry (WH)
Schwarzschild recognized a need for
high caliber watches, Dependable and
accurate timepieces were mandatory
equipment for the railroad men,
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essential to keeping the trains running
on time and on schedule. Even the
townspeople relied on their accuracy,
setting their own watches by the arrival
of the
 Baltimore Express or the Apple
Blossom Special.
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In his off-hours, WH began selling high
caliber timepieces to the men at the
Richmond rail hubs and soon to others in
search of fine watches. Business thrived
Continued on page 7
From Your President
Contents
Dear Member:
As if you haven’t worked hard enough this year, keeping your head
above water – now we are facing the 4th quarter which means so much
to so many of our members.
Now, we are all simply willing the economy to turn, getting ourselves
and our businesses in shape and in gear for the coming season. I
believe the shift will start from the inside, with positives attitudes and
enthusiasm for better times, for both our businesses and in the minds of
our consumers. What we all do now is key to this inner direction.
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In Brief
Retailer’s Tool Chest
RMA Country
Seen at RMA
Welcome New Members
Member Profiles
Upcoming RMA Events
A Marketing Angle
TSBL
TSBL
Here’s what RMA is doing:
• Think. Shop. Buy. Local – The number of participating members is
growing, and opportunities for promotion and attaching your brand
are making a meaningful impression on the consumer. Watch for
announcements of new media and PR opportunities. (Not signed on
yet? Just call us – there is no cost!)
• Economic Forecast Breakfast – On October 2 at the Westin Richmond,
you will hear from some of our favorite experts on what the developing
economic situation will mean for your business – and what you should
be doing now to take best advantage of this environment. Make sure
you attend.
• Valor Awards – This annual signature event on November 6 at the
Greater Richmond Convention Center will honor outstanding first
responders, who put their lives on the line for us. Your sponsorships
allow us to invite these local heroes and their families. Your attendance
is a show of support for all they do every day. If you’ve never been, you
need to…at least once. It is an extremely worthwhile experience.
• Retailer of the Year Awards Breakfast – A very ‘feel good’ event and
right when you need this sort of uplift – December 4. Join fellow
members in honoring several of our own. After all your hard work,
it is good to see awards handed out, and have a moment or two of
Santa and general good cheer.
Published by:
Retail Merchants Association
5101 Monument Avenue
Richmond, VA 23230
(804) 662-5500
Toll free (866)750-2532
www.RetailMerchants.com
www.RetailMerchants.com/local
www.Facebook.com/retailmerchants
For information, contact
patricia@retailmerchants.com
Mailing Courtesy of:
I would like to take this opportunity to wish you, your family and
employees a busy and successful 4th quarter, and a wonderful holiday
season.
Produced by:
Sincerely,
Nancy Thomas, President/CEO
TM
ADVERTISE IN RETAIL PARTNERS QUARTERLY NEWSLETTER
For advertising information or to publish any news about your business:
Contact Pat Vitsky 804-662-5500, toll-free 866-750-2532
patricia@retailmerchants.com
2 | www.RetailMerchants.com | 4th Quarter 2009
Member Service
A Real Partner Covers Your Back
By Jimmy Shelton, VP, Merchants’ Services
Ever work with a printer or designer who corrects your
typos? Have a co-worker who helps fix your mistake before
it ‘goes up the ladder?’ These relatively small examples are
still worth their weight in gold (and stress relief!) But how
much is this kind of partnership worth when the health of
you and your staff depend on it?
Did you know that Merchants’ Services LLC is part of Retail
Merchants? It is part of our team, and can be an important
part of yours.
• Ignorance can be bliss. Hold this thought: You are away
on vacation and unreachable by phone or e-mail.
Now imagine that before you left, you notified your current
insurance carrier that you were dropping the policy. While
you are away, the new contract you just negotiated came
through at a much higher rate than even the old policy.
Merchants’ Services to the rescue! Jimmy Shelton goes
and meets at a senior executive’s office of the new contract.
He explains the situation. Jimmy wants to know why the
unexpected increase? He requests that the huge increase
be forgiven, or if not, a more equitable rate be offered. He
makes phone calls. (You are still peacefully and ignorantly
enjoying yourself at the beach….) He paces and makes
more calls. You finally return and Jimmy has good news
and bad news: 1) The bad news is that your new policy is
more than you expected it to be. 2) The GOOD news is that
Jimmy really went to bat for you, his client, and was able to
renegotiate the new policy -- that is more than you expected,
but still significantly less than your original policy – and you
are still saving money. You have a solution to a problem you
didn’t even know existed.
• What you don’t know could cost you. Company X
had four full time eligible employees and all were on the
company healthcare plan. Merchant Services was asked to
evaluate current benefits and price, and submit a competitive
proposal. After seeking competitive bids, Merchants’
Services was able to slightly improve overall benefits, and
save Company X almost $6000 a year in premiums (like
getting 3 months free!) “It doesn’t always work out this
well,” says Jimmy Shelton, VP Sales, Merchants’ Services,
“but if businesses don’t evaluate their plans regularly, they’ll
never know. Besides, there’s no cost for an evaluation.”
Merchants’ Services LLC is an independent insurance agency. This is
important because it has the ability to match the correct benefits from
a menu of insurance companies, not being captive to any single one.
The agency was formed to provide the attention and service that RMA
members deserve. There are Value Added Benefits through Anthem,
discounts on Long Term Care, as well as special incentives on some Property
& Casualty plans. Information is also available on Cobra, Mini Cobra,
Family Medical Leave Act, HIPPA, American Recovery & Reinvestment
Act of 2009 (retroactive to September 2008), and more. Services are also
available to non-members. For more information, contact Jimmy Shelton
at 804-288-2913 or jshelton@retailmerchants.com
4th Quarter 2009 | Think. Shop. Buy. Local | www.RetailMerchants.com/local | 3
In Brief
Loehr Helps Launch
Lightning Safety Awareness
Week at Disney’s Epcot®
Center
Kim Loehr, communications director
for Loehr Lightning Protection Co.
in Richmond, VA, represented the
Lightning Protection Institute (LPI) to
kick off Lightning Safety Awareness
Week with the Federal Alliance for Safe
Homes (FLASH) on Monday, June 22,
at StormStruck: A Tale of Two Homes®
at INNOVENTIONS at Epcot®, Walt
Disney World® Resort, in Lake Buena
Vista, FL. Loehr and Leslie ChapmanHenderson, CEO and president of
FLASH, signed a partnership agreement
to mark the new alliance between the
two organizations. Representatives
from LPI, FLASH and NOAA’s National
Weather Service witnessed the
partnership signing and participated
in the tour of the StormStruck exhibit.
FLASH (headquartered in Tallahassee,
FL) and LPI (based in Maryville, MO)
are two nonprofit organizations
dedicated to strengthening homes and
safeguarding families from lightning.
Loehr is also a member of the NOAA
Lightning Safety Awareness Team.
ACI Announces Incentive
Winners
The “Buyer’s Incentive Package”
was offered to all RMA members for
the 2010 Directory before August 4,
2009. The winners of “Dinner Out”
certificates to Capital Ale House were:
Joy Monopoli, Richmond Suburban
Newspapers; Gary Glover, Puritan
Cleaners; Donna Bandy, SunTrust
Bank. Ann Small, Representing ACI,
(804) 240-2146
Crime Solvers & Crime
Stoppers Celebrate 25th
Anniversary
Twenty-five years ago two volunteer
organizations were formed to fight
crime in central Virginia: Chesterfield/
Colonial Heights Crime Solvers and
Metro Richmond Crime Stoppers. On
October 15th these two organizations
will jointly celebrate their 25th
Anniversary with a festive dinner event
at the Omni Hotel featuring keynote
speaker James Comey, formerly Deputy
Attorney General, and music from The
Choir, made up of law enforcement
personnel and nationally acclaimed
singer/songwriter Susan Greenbaum.
This 6 – 9PM event is open to the
public, tickets may be purchased for
$50. For more information contact
Tim Barnett at tim@shopbarnetts.com
or call 740-9773.
MetroBiz2Go Launches
RTD’s new free e-newsletter aimed
at young professionals launched in
August. It will have news/info that
should be of interest to people under
40 (and others as well). And every week
they’ll have a video profile of a young
professional. You can sign up now (see
link below) for this free and informative
e-newsletter produced by our veteran
team of reporters and editors. It will
come right to your inbox. http://www2.
timesdispatch.com/rtd/online/#email
US Equine Rescue League
Needs Volunteers
The horse barn they are currently
heavily recruiting volunteers for is in
King William County. It is in desperate
need for individuals to feed and water
the horses and muck stalls. There is a
morning and evening shift available.
They can also use volunteers for booths
and events. They would be happy to
have the help in getting the word out. For more information, contact Susan
White, Director - Richmond Region ,
State Lead Equine Cruelty Investigator –
Virginia, US Equine Rescue League, 804402-2490, susanwhite.userl@verizon.net
Boaz & Ruth Vision Lauded at
White House and the News
There are more than 1.5 million
nonprofit organizations in the United
States. Martha Rollins, President and
CEO of Boaz & Ruth was one of 100
nonprofit leaders invited to a White
House ceremony where President
Obama recognized the private sector
as a catalyst that has “provided that
critical seed capital to launch these
ideas. We need you to provide those
matching funds to help them grow;
and be a partner, providing strategic
advice and other resources to help
them succeed.” A recent article in
the Washington Times (http://www.
boazandruth.com go to “in the
news” button on left) applauded the
application of the Boaz & Ruth mission
for the dramatic transformation in
Highland Park. Among the examples of
progress were increased employment,
stable housing, a recidivism rate much
lower than the national average,
enrollment in higher education and
impressive community ventures and
commerce.
4 | www.RetailMerchants.com | 4th Quarter 2009
Free Pants Wednesday
Puritan Cleaners successfully tested
the effectiveness of e-social marketing
via Free Pants Wednesday on 8/19/09. The campaign was entirely promoted
via in-store, Twitter, Facebook, email
and the like. They even created two
very humorous videos on YouTube
that you have to see. Nhat Pham
of Successwerks helped develop a
‘phamtastic’ plan which exceeded
expected results. Puritan increased
incoming clothing counts by 47% for
the day while increasing sales for the
day by 26%. In addition, emails were
collected from over 53% of clients
for the day which enables Puritan
Cleaners to better communicate with
existing clients. Many customers are
now following Puritan Cleaners via
an e-social avenue AND telling their
friends about them. You too can be a fan
at facebook.com/puritancleaners and
follow at twitter.com/puritancleaners.
www.puritancleaners.com
Easy to Earn –
$25 Gift Certificate to Any
RMA Member
Know of a company that could benefit
from an RMA membership? Do they
sound interested in learning more?
Send their contact info to Julie Hill and
once she seals the deal, you can receive
a $25 gift certificate from your selected
RMA member – or toward any RMA
meeting! Just a way of thanking you,
and “keeping it in the family.” jchill@
retailmerchants.com 804-673-5249
“Speak to millions with the
language of video”
Receive 20% off
any service
Offer valid through 12/15/09
804.873.4826
Ivan Alzuro
Richmondcorporatevideo.com
The Retailer’s Tool Chest
New Developments in Retail Education
By Dr. John Gaskins
If you didn’t make it to the Retail Expo you may have
missed the information about the ongoing evolution of
the Retail MBA program at Longwood University. The MBA
degree has traditionally been aimed at helping people with
undergraduate degrees prepare for midlevel and above
management responsibilities. While it serves to update and
extend the skills of people with business degrees, it was
originally designed with the assumption that most students
would have degrees in other fields. As such, it has served
as a means for people with degrees in the liberal arts and
professionals (doctors, lawyers, accountants, etc.) to learn
how to run a business.
So why an MBA in Retailing? Demand for general MBAs has
been declining for years, as the need for more specialized
skills has grown. The development of retailing programs has
lagged, however. As George Whalin points out in his recent
book, Retail Superstars, few universities offer programs in
retailing, even though it constitutes roughly two-thirds of the
U.S. economy, and most of the developed world. Longwood
set out to fill this need a few years ago, becoming one of very
few AACSB-accredited schools offering both undergraduate
and graduate programs in retailing. To date, the Retailing
MBA program has been offered in a relatively conventional
format, requiring students to attend classes either on the
Longwood campus in Farmville or at the RMA building two
nights a week for two years. As much as working people
might benefit from the opportunity to advance their skills,
the format made it impractical for them to take advantage
of it.
In the Fall of 2010, we intend to introduce a format that
will make it much more practical for working professionals
to acquire the skills and knowledge that they need in this
challenging and ever-evolving field. The format will feature
courses offered via the Internet, with intensive three- to fourday residency events at the start and at the end of each
phase of the program. After the initial orientation, students
will use the online courses to prepare for workshops, case
studies, simulations and other face-to-face activities that will
take place during the residencies. The combination of online
courses and residencies take advantage of the flexibility
provided by the online media, while offering students the
opportunity to get to know each other and their professors,
and benefit in ways that are only possible in shared face-toface experiences.
Not sure you’re ready for a graduate program? Consider
taking a few courses. Longwood allows people who have
not been formally admitted to take certain courses on a
“continuing education” basis. You can take courses either to
learn more about a particular topic or to test the grad school
waters. Up to three courses taken before formal admission
can be applied to your program, should you decide to
seek a degree. The main purpose of this provision is to let
people start their studies while the admission paperwork is
in process, but signing up for a few courses doesn’t commit
you to anything other than doing your best to contribute to
that course.
Regardless of whether you choose a formal
program that results in an official credential
like the MBA, or opt for an on-going habit of
attending workshops and short courses, the
dynamic nature of modern retailing makes it
critical that you take time on a regular basis
to update, refresh and reflect. Otherwise you
risk missing important opportunities in the
hustle and bustle of running your business.
While structured programs help motivate you
and guide your studies, the real requirement
is to continue to learn and grow.
Dr. Gaskins is an Associate Professor of Marketing & Retailing in the
College of Business & Economics at Longwood University. His articles
appear in the International Journal of Forecasting, the Journal of
Health Care Marketing, FIU Hospitality Review, Journal of Selling &
Major Account Management, and the Journal of Business & Behavioral
Sciences. He can be reached at (434)395-2216 or by e-mail at
gaskinsjn@longwood.edu.
ACCELERATE
YOUR CAREER!
Virginia’s only MBA for Retail Management
Learn in Richmond or on campus
Flexible courses & scheduling
More info? E-mail graduate@longwood.edu
or ring 877.267.7883
Move into the fast lane to success
www.longwood.edu/business/mba.htm
4th Quarter 2009 | Think. Shop. Buy. Local | www.RetailMerchants.com/local | 5
RMA Country
RichmondInsideOut.com Re-launches
With New Blog, Comments and Prizes
By Laura Beck, RMCVB Marketing Coordinator
RichmondInsideOut.com (RIO), the
official site for posting all sorts of weird,
wacky and wonderful insights on what’s
happening in the Richmond Region,
has expanded to include a blog as well
as comments on posts and new prize
opportunities.
and hanging out in RVA.
The web site is sponsored by RMCVB
as a place where locals can share what
they know and love about the Richmond
Region. Content on the site is usergenerated. RIO also has a presence on
social media sites Facebook and Twitter
so fans and followers can see real-time
posts to RIO.
“We are thrilled to introduce the
new RichmondInsideOut.com to the
community,” said Jennifer Carnam,
Richmond Metropolitan Convention &
Visitors Bureau (RMCVB) Vice President
of Marketing. “With the addition of
the new blog, we’re able to put a
microscope on the things that help
make the Richmond Region a place
that residents love and travelers love to
visit. And because posts from RIO feed
onto the VisitRichmondVA.com official
visitor Web site, potential Richmond
Region visitors can see what the locals
are saying about attractions, restaurants
and events.”
Every time users post, they’re
automatically entered to win the Annual
Grand Prize of two $500 vouchers on
the airline of the winner’s choice for
a trip to Richmond from anywhere
in the continental United States so
they can surprise two lucky friends or
family members with a FREE trip to the
region. There’s also a weekly prize for
post of the week and a new monthly
prize for the post with the most votes.
RichmondInsideOut.com
RichmondInsideOut.com is the site
where locals share insider insights on
the best places to go, best places to eat
and best things about living, working
Secure Your Spot
in the 2010
Visitor Guide!
The Official
Richmond
Region 2010
Visitors Guide
is already
underway.
Now is the time
to reach more
than 250,000
potential visitors
by securing
advertising
space.
Everywhere you look, you’ll find people who entrust their
health to Patient First. They feel better knowing they can walk
in without an appointment and get the treatment they need —
from check ups to lab tests, even x-rays and prescription
drugs. When you’re on the go, that’s a real plus! They take
comfort in building a relationship with experienced physicians
who will take the time to know them and follow their care.
That’s why I’m glad my doctor is at Patent First. For physician
schedules and additional information, visit patientfirst.com.
The care you need, when you need it.SM
Eight Richmond locations.
Learn more at patientfirst.com
6 | www.RetailMerchants.com | 4th Quarter 2009
•
Urgent and primary care
•
Staffed by physicians
•
X-rays, lab tests and
prescription drugs on-site
•
No appointment necessary
•
Open 8am – 10pm, 365 days a year
•
Most insurance plans accepted;
your claims filed for you
Contact Rich
Malkman
of Target
Communications
(Richmond
magazine)
today at
804.355.0111.
Cover Stories Continued
“Schwarzschild” Continued from Cover
and by 1896, he was named the exclusive representative for
Hamilton Watches, one of the finest watchmakers of the day.
With the means in place to establish a strong foundation for
his business, WH quit his day job to concentrate on building
his firm, the Old Dominion Watch Company in the rear of a
building near 9th and Main Streets.
In 1902, with his reputation for fine quality wares and emphasis
on customer service firmly established, WH, celebrated his
22nd birthday by officially changing the name of the company
to Schwarzschild Brothers Watchmakers and Jewelers, and
moved the burgeoning business to a new location at the
corner of Broad and Second Streets. There, joined by his
brothers Gus, Solomon and Henry, the firm officially made the
transition from a watch shop to a fine jewelry establishment
featuring fine diamonds, precious stones and exquisite
jewelry, as well as gold, silver, glass, leatherware, pottery,
jewelry and “novelties” of all kinds. Joining a new group of
merchants who established Second and Broad streets as one
of the city’s most fashionable shopping areas.1
Always civic minded, WH, a founder and then president of the
Central National Bank, helped the Richmond Chapter of the
Chamber of Commerce bring one of the few branches of the
newly created Federal Reserve Bank system to Richmond. WH
was among the founders of the Retail Merchants Association;
served as the president of the Richmond Chamber of
Commerce during the Depression; and was active in numerous
community service organizations. 1
Schwarzschild
Jewelers is proud to honor that legacy through
continued membership in the Retail Merchants Association,
and actively supports a number of local non-profit, community


organizations. Schwarzschild Jewelers stores are located at


Alverser Plaza in Midlothian, Cary Court in Richmond and at

Short Pump Town Center.


Show your appreciation by
sending flowers from Strange’s.
It’s the perfect gift for new business
or a job well done. It’s a smart
business decision because, when
you order online, you save with
no wire services fees (up to a
$13.95 value) for flowers sent
anywhere in the US and Canada.
A smile is just a click away online
at www.stranges.com.
www.stranges.com
Northeast
321-2200
3313
Mechanicsville
Pk., near
Laburnum Ave.
West End
360-2800
12111 W. Broad
St. between
Rt. 288 & Short
Pump Town Ctr.
Midlothian
321-0455
11704
Midlothian Pk.,
one block west
of Huguenot
Hull Street
321-0470
6710 Hull Street
at Chippenham





1
“A Glittering Dynasty” by Edwin Slipek Jr., Style Weekly, February 25,1997



“Recession” Continued from Cover


Spending and Retail Sales Will Lag


The recovery in the economy will not be led by consumer






spending. Consumers are still being impacted by weak
employment and stagnant wage growth. They remain shellshocked over the loss of household wealth experienced during
the recession and


are concentrating on




rebuilding their assets

and increasing their 

savings. Consumers 


will continue to be

very cautious in their 


spending
patterns 

- - concentrating on 


basics and seeking


out value. Industry




retail sales (excluding
autos, gasoline and restaurants) have declined by 3.3% in the
first quarter and 3.4% in the second quarter compared to a
year ago. As economic conditions improve, sales will respond,
but positive year-to-year gains will probably not be achieved
until next year.






4th Quarter 2009 | Think. Shop. Buy. Local | www.RetailMerchants.com/local | 7
Seen at RMA
8 | www.RetailMerchants.com | 4th Quarter 2009
Seen at RMA
4th Quarter 2009 | Think. Shop. Buy. Local | www.RetailMerchants.com/local | 9
Welcome New Members
(May 1 through August 27)
Amelia Court House
AFLAC / Lourdes Segarra, Ms. Lourdes Segarra
Henrico
Displays, Designs & Signs LLC, Mr. Michael L. Boykin
Ashland
Blue Ridge Lawn Service, Ms. Patricia A. O’Reilly
Simple Pleasures Books & Gifts, Ms. Brenda Seward
Mechanicsville
David’s Automotive Of Mechanicsville, Mr. David M. Mann
Frame Packaging Solutions, Mr. Timothy Boggs
Charlottesville
Kluge Estate Winery & Vineyard, LLC, Ms. Patricia M. Kluge
Midlothian
Base Camp Realty, Mr. John F. O’Reilly
HBW Insurance & Financial Services, Ms. Melora Saunders
Heartland Payment Systems, Mr. Duane Buziak
Unforgettable Adventures, Inc., Ms. Sharon Heggie
VendorFlex, LLC, Mr. Sean A. O’Brien
Zen Asian Bistro, Mr. Zane L Chen
TeamLogic IT, Mr. Doug Horton
Chester
Lavern’s Lingerie, Mr. Anthony Balthrop
NCS Plus, Mr. Harry J. Brame
Weather Crafters Heating & Air, Mr. Michael G. Baum
Chesterfield
Anthony Spezio Consulting, Mr. Anthony Spezio
Glen Allen
Arthur Carpenter Consulting, Mr. Arthur Carpenter
Beverage Solutions, Ms. Leslie Haas Clanton
CABCOM - Verizon Wireless, Mr. Cab Briggs
Cliff Bruce Studio, Inc., Mr. Cliff Bruce
GoSmallBiz.com, Mr. McKinley Tucker, Jr.
Jake & Friends, Ms. Nancy A. Sharigian
MassMutual Financial Group, Mr. Robert Wheatley
Momentum Design Studio, Mr. Ken McIntyre
Valderas & Fishel, PC, Mr. Stephen P. Fishel
Gordonsville
Tess & Company Jewelers, Ms. Tess Topf
Hampton
AMS Marketing, Inc., Mr. John Abbitt
Newly Expanded & Renovated
Ballroom
Swing
Latin
Country Western
General Social
Private Classes
Group Classes
Dance Parties
10 | www.RetailMerchants.com | 4th Quarter 2009
Petersburg
Verve @ Friend House Gallery, Ms. Kathy Fields
Powhatan
NUJOY Entreprises, Mr. Thomas Hills
Richmond
AFLAC / Sabrina Mercado, Ms. Sabrina Mercado
Amethyst Public Relations, Ms. LuEllen Buhrman
Appraise Decor, Mr. Brett R. Turpin
Blackfinn American Saloon, Ms. Toni Warren
BlackSun Logistics, LLC , Mr. Lee Cobb
Cape Fear Publishing, Mrs. Torrey Munford
Cavalier Telephone, LLC, Mr. Sean Wainwright
Crossfit Swift, Inc., Mr. Richard K. Overstreet
Drop3sizes.com, Ms. Doris B. Owens
Edible Arrangements, Ms. Renae O’Reilly
Grinnan, Harris, Tabb & Co., Mr. C. Ryan Kuester
H.B.West, Inc. Dba The Floor Trader, Ms. Lynn Shook
HBW Insurance and Financial Services, Ms. Rose Roberts
JWalls Ink!, Ms. Jeanne Walls
Kat’s Meow, Ms. Jami Smithson
Kiger Consulting, Ms. Vicki L. Kiger
Mailing Services, Inc., Mr. John J Mayfield, III
Panache Estate & Moving Sales, Ms. Barbara Tomlinson
Park Group, Ms. Dana C. Bolfing
Pate Mears, Mrs. Pate Mears
Plan Ahead Events of Richmond, Ms. Tammelar Smith
Rich Technology, Mr. Prince Rich
Rich’s Stitches, Ms. Chris Rich
Sauls International, Ms. Crystal Sauls
Soul Purpose Lifestyle Company, Ms. Josephine C. Hopkins
Splash-N-Dash Car Wash, Mr. Robert Bock
The Camping Party LLC, Mr. Rob A. Dungee, Jr.
The Franchise Mentor, Inc., Mr. Thomas Kranz
The SHED Group, LLC, Ms. Vanessa Womack Easter
Virginia Aqua Massage, LLC, Ms. Dulaney Collins
Weinstein Jewish Community Center, Ms. Dana Zedd
And beyond….
Columbus, OH, Donatos Pizza, Mr. Jamie Davis
Washington, DC, Washington Post Media, Kris Jirgl
Member Profiles
I was born at St. Mary’s Hospital in 1981 and grew up in
Beaverdam, which is where I live today! I would say the career
milestone thus far for me is becoming a small business owner. All my customers say “you look so young to own a business”
Kat’s Meow
and I just smile. I am owner of a furniture consignment store
Richmond
called Kat’s Meow. I take gently used home furnishings on
consignment for 90 days. It’s a great way to furnish your home
for 40-60% of retail. I also carry gifts and provide the following services: Custom Slipcovers, Reupholstery, Design Services,
Staging Services & Rental, and Building Rental for special events. I am brand new to the RMA but plan to be very involved,
my intentions are good.
Jami Smithson
Owner
Although I am still new to Lakeside I firmly believe moving to Lakeside Ave. was the best decision I could have made. I
absolutely love it over here, everyone is so warm and friendly, and the professional courtesy is out of this world! I was
so blessed to find the building I’m in and have everything fall into place the way it did. My biggest challenge over the next
couple of years is going to be really growing in a struggling economy, which I’m sure is how everyone is feeling now. At the
same time I feel as though with the state of the economy, right now is when folks really need consignment stores the most;
after all it’s about how far you can make your dollar stretch, right?
My mind is always reeling with ways I can better the store and myself and I’m bursting with creativity, although I have to
admit I love peace and quiet. When I’m not working my favorite thing to do is spend time with my family, no matter what
we’re doing, even if we’re just hanging around the house, there is no place else I’d rather be!
My inspiration and energy comes from Jesus Christ and my five year old daughter Katie, whom I named the store after. I am
learning more and more each day that you can’t get very far without faith, especially in today’s time, and without Christ in
my life, nothing I have done thus far would have been possible. Katie is a vibrant, busy, beautiful little girl who has enough
energy for the both of us. She has no idea but she is my reason....for everything.
My favorite quote is: “I can do all things through Christ who strengthens me” Phillipians 4:13, because it reminds me I will
never be handed anything that I cannot handle, I just have to have faith. www.consignatkats.com
Brian Dillistin
President
The Floor Trader
Powhatan
For the most part, I’ve been a Virginian since
1957. Early in my career (the mid 70’s),
I achieved a good mix in a retail/builder
business. I incorporated interior designers
into my full service stores. By the late 80’s,
I had far exceeded my long term revenue
goals. In the late 90’s, I moved into the
flooring outlet segment of the business.
Currently, I am President of The Floor Trader, a local franchisee, since 1999, with three Richmond locations. The Floor Trader
is the outlet store consumers go to for opportunistic buys on flooring that are in-stock and ready for immediate installation…
sold in the ultimate low-cost environment. The Floor Trader is the extreme value flooring store. We recently rejoined RMA
after long absence, and are very excited about the new RMA “Think. Shop. Buy. Local” campaign.
The best business decision I have made was trying the flooring business in 1970 and committing to its success. However, I wish
I would have recognized much sooner the importance of hiring great managers and providing them the tools to succeed.
In the next couple of years, I think the biggest challenges/opportunities for my company will be maintaining good staff,
controlling cost to provide our customers exceptional values. We must also continue growing to compete in such a demanding
environment.
I am extremely proud of far exceeding all sales goals I ever dreamed possible. And the recognition from Annual National
Awards: Fastest growing Franchisee in System, Manager of the Year, Franchisee of the Year, and Highest Sales Volume.
When I’m not working, I am actively involved in managing our wildlife preserve and forest stewardship plan in the Northern
Neck, as well as enjoying the Chesapeake Bay and its tributaries.
Looking for inspiration or energy, I know that failure is not an option! My favorite quote is: “Be passionate and never give up.”
4th Quarter 2009 | Think. Shop. Buy. Local | www.RetailMerchants.com/local | 11
Upcoming RMA Events
September
29 Best Defense is a Sales Offense
8:15 – 9:30 a.m.at RMA Members, $5; non-members, $7; SLPA members, no cost
10 Tips on how your employees can be more effect selling and protecting your inventory.
29 Petersburg Chapter Meeting
30 Smart Marketing – Tom Blue
30 HTML, Google, meta-tags, Twitter, You Tube, Blogs, Facebook…
Where should your business start?
8:15 – 9:30 a.m. at RMA, no cost
In today’s economy, your business needs an effective online strategy to be competitive. Many businesses
have invested in a website, but have not fully realized the benefits of that investment. Addison Clark Online
specializes in helping businesses make their online strategy a key part of their business success. Join Addison
Clark Online as they introduce the basics of developing and utilizing an online strategy to attract and convert
customers.
October
2 Economic Forecast Breakfast
6 Retail Authority Mentoring
14 Thirty Smart Marketing Things You Can Do for Under $500
8:30 - 10:00am at RMA
Marketing that gets results doesn’t require tons of money – just a bit of clear thinking. Here are 30 inexpensive
ideas familiar to most marketers, but not most business owners, that you can put into effect to build the
traffic that builds sales & profits. Speaker Bruce Goldman has won over 400 international, national &
regional advertising awards. He’s taught advertising at the School of Visual Arts in NY and at VCU’s Mass
Communication. In 2003, he co-authored the book, Lean Advertising, and he chairs the Richmond SCORE
chapter’s marketing & communications committee
20 Member Power Hour
27 SLPA
28 Smart Marketing – Tom Blue
November
3 Retail Authority Mentoring
6 Valor Awards
17 Goochland Chapter
18 Fredericksburg Chapter
24 SLPA
24 Powhatan Chapter
25 Smart Marketing – Tom Blue
December
1 Retail Authority Mentoring
4 Retailer of the Year & Retail Industry
Achievement of the Year Awards Breakfast
16 Petersburg Chapter Meeting
REGISTRATION
Make reservations for any upcoming event
and charge to your credit card in a secure
environment at: www.RetailMerchants.com
Please check the website for changes, additions and
more information.
12 | www.RetailMerchants.com | 4th Quarter 2009
Think. Shop. Buy. Local
A Marketing Angle with Social Media
Let’s face it, retailing
is a tough business.
Customers are watching their dollars,
fixed costs have not changed much,
advertising is expensive and often does
not produce the desired results and
there is a lot of competition. Still, this
is the environment in which we have to
develop a plan to grow our businesses.
And the fact is, retailing is really not that
much different from any other business.
discussed, growing our customer base.
We knew that our average ticket is a little
under $9. Our cakes start at about $22
with higher prices for larger and custom
cakes. So if a family of four were to visit
our store a couple of times a month and
buy a cake once a quarter for a special
occasion, they would spend about $3oo
per year in our store. If we could add 300
such families in the next year, our store
would meet our profitability goals.
When I started in the investment
business 21 years ago, I got a piece of
sage advice from an older and very wise
broker named Phil Broyles. Phil said,
“There are only three ways to grow your
business. You can get more clients, you
can do more business with your existing
clients, or you can keep your existing
clients longer.” Phil’s advice still applies
today on Wall Street and I think on Main
Street also. I would like to explain our
plan to apply Phil’s advice in our ice
cream stores since I think many people
will find ideas that they can use in their
own stores.
We decided to focus our marketing
on special events with “celebrity” ice
cream scoopers. “Celebrity” scoopers
are different than guest scoopers.
With guest scooper, people are asked
to come into the store to scoop for a
particular charity. With “celebrity”
scoopers, the event focus is on the
scooper, not the charity and the onus
is on the “celebrity” scooper to get all
their fans out to support them. What
we found was that people responded
much better to coming out to support
their friend than they did to supporting
a good cause.
My wife Su and I own two Cold Stone
Creameries, one on Libbie Avenue and
the other on Alverser Plaza. Our Libbie
store does about $250,000 per year in
sales which is about $80,000 less than
the average Cold Stone. After paying
the staff, rent, taxes, franchise royalties
and insurance, there is not a whole lot
left over in the form of profit. The good
news is that the store covers expenses
and if we can modestly increase our
sales, it will have a very big impact on
our profits.
For example, we did an event with Powell
Harrison scooping for the Youth Life
While all three efforts to increase sales
our important, Su and I decided to
focus on the first item that Phil Broyles
Robert Thomas
Photography
For your photography needs
Our Studio or Your Location
(804) 266-5458
RobertThomasPhotography.com
Arthur’s Electric
Service, Inc.
$50 OFF
Graphic Design & Website
Packages over $300
Our prices & packages are online at:
www.FreshStartDesignStudio.com
Since 1946....Sales, Service, and Parts for:
KOHLER, TECUMSEH, BRIGGS AND
STRATTON, TORO, LAWNBOY, ARIENS,
STIHL, ECHO SCAG, BCS, SNAPPER,
BILLY GOAT, LITTLE WONDER, AND
TRENCHMASTER
By Robert Fischer
Foundation of Greater Richmond. This
event and others like it has increased
our stores visibility.
We leveraged our efforts with social
media. Twitter and Facebook have
been good sources “celebrities” for
us. Many people tell us that the event
gives them the opportunity to contact
their network in a positive way that isn’t
focused on business. By creating an
event of Facebook with a picture of our
celebrity scooper, it is very easy to share
information about these events.
While it is too soon to pass judgment on
the campaign, we are seeing lots of new
faces in the store. And our fans on our
Facebook page (http://www.facebook.
com/ColdstoneRVA) have grown from
nothing to nearly 1200 in less than three
months. I hope this article gives you some
ideas that you can use in your store.
Robert J. Fischer is a Senior Vice President
with a major New York Stock Exchange
firm. He is also the author of a new book
entitled The Naked Portfolio Manager and
publishes a blog on decision making at www.
thenakedportfoliomanager.com.
A specialty store for
RUNNERS, SWIMMERS
& TRIATHLETES
We stock training & racing
shoes + apparel & accessories.
Receive
10% OFF
all regular-priced,
in-stock merchandise.
This offer is not valid with any other
discounts and expires 12/31/2009
(804) 378-8080
804-264-2513
13569 Midlothian Turnpike
Midlothian, Virginia 23113
8910 Brook Road
Glen Allen, Virginia 23060
www.runnerbill.com
4th Quarter 2009 | Think. Shop. Buy. Local | www.RetailMerchants.com/local | 13
Think. Shop. Buy. Local
Your Custom Frame Project
Richmond’s Mod Custom Frame Shop
11 South 15th Street River District
www.FrameNation.net
Call 64.FRAME or 804.643.7263
The SHED Group LLC presents
‘On Track with
Vanessa Womack’
Saturdays, 11-noon
WLEE 990AM
Business talk about economic
development, job creation and
education
shedgrp@gmail.com
(804) 307-7102
th
15% OFF
on rooms
Valid 10/31/09
Buy 3 ads get the 4 one free
We Create • We Print
We Deliver • We Replenish
This year we purchased
thousands of trees from
the Virginia Department
of Forestry and gave
them to the 4-H Club.
They will plant them
as they see fit.
Our goal is to plant two
trees for every one we
use in the printing
process, making us a
net tree producer.
Not many printers can
make that claim.
We are proud to.
Please help us grow
Virginia’s forests!
8010 W. Broad Street, Richmond, VA 23294
Contact: Mary Beth Campbell, Sales Manager
Call us at 804-755-6605
www.countryinns.com/richmondva_west
804.798.7885Fax 804.798-5482
305 England Street • Ashland, Virginia 23005
chipt@wethinkinink.com • wethinkinink.com
14 | www.RetailMerchants.com | 4th Quarter 2009
TM
301 Franklin Restaurant
Purchase one entrée or
appetizer and get 2nd of
equal value or less for free.
Think. Shop. Buy. Local
ROUNTREE’S REWARDS
UPCOMING
Peoples Income Tax
SAVE 20%
Locally owned and operated for 22 years
Bring in this coupon and take
20% Off any single item
Valid for in-Store use only
SEPT 8th – NOV 25th
Teaching Tax Preparation Skills
and Creating Jobs Right Here
in Richmond, VA!
ReGuLAR pRiCe meRChAndiSe onLy
• Custom Embroidered
Apparel
• Screen Printed Tee’s
• Retail Sales
Incentives
Luggage-Gifts-Leather Goods
Business Cases-Travel Accessories
5915 West Broad Street
Richmond, VA
(804) 282-3743
Year-Round Career Opportunities
ROUNTREE’S REWARDS
$15 OFF
Our People are the Right People
Bring in this coupon and take
$15 Off a single purchase of
$40 or more
SEPT 8th – NOV 25th
20% of our employees work all year in our
Business Services and Tax School Divisions
www.peoplestax.com
www.theincometaxschool.com
804-379-1991
www.AtlanticLogowear.com
ReGuLAR pRiCe meRChAndiSe onLy
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

Limit one coupon per visit. Minor
policy applies. Not valid with any
other offer. Not valid with Eat &
Play Combo. Not valid with
Special Event Packages. Nonnegotiable. Power Card purchase
price is $2




4th Quarter 2009 | Think. Shop. Buy. Local | www.RetailMerchants.com/local | 15
PRSRT STD
US POSTAGE
PAID
RICHMOND, VA
PERMIT #2254
Do Business with an RMA Endorsed Vendor
RMA ENDORSED MEMBER / VENDORS
Offering You Special Pricing and Stellar Service
Advertising Concepts, Inc.
(RMA Resource and Membership
Directory)
Ms. Kathrine Montanz-Parker
(804) 639-9994
kmontanz@advertisingconceptsinc.com
Elman Packaging & Design
(Bags and Gift Boxes)
Mr. David Bortz
(301) 275-8908
david@elmanlabels.com
Landmark Publications
(Tourist Hardcover Book)
Ms. Debbie Knotts
(804) 678-8950
debbie.knotts@visitlandmarks.com
Merchants’ Services, LLC
(Insurance)
Mr. Jimmy Shelton
Mr. Gene Bergh
(804) 288-2913
jshelton@retailmerchants.com
gbergh@retailmerchants.com
OfficeMax
(Office Supplies and Furniture)
Ms. Vickie Pethtel
(804) 307-5690
vickiepethtel@officemax.com
Paychex, Inc.
(Payroll Processing)
Ms. Allison Bloor
(804) 418-6600
abloor@paychex.com
RBS WorldPay
(Credit Card Processing)
Ms. Mary Baldoni
(804) 873-5288
mary.baldoni@rbsworldpay.us
Richmond.com
(Internet Marketing)
Ms. Lauren Andrews
(804) 649-6449