Elvis Presley’s management sold merchandise that said ‘I love Elvis’ as well as merchandise that said ‘I hate Elvis’. He made money from both sides of the market. Know your audience and cover your bases. Skyler London
88% percent of shoppers characterise detailed product content as being extremely important. Welcome to the age of the informed shopper.
Too many businesses today are based on driving prices lower by screwing over somebody: pounding suppliers or squeezing employees. we’re the opposite. we put employees first, radically… if you take care of them, they will take care of your customer better than anybody else.
– KIP TINDELL, CEO, CONTAINER STORE
In the end, the customer doesn’t know, or care, if you are small or large as an organisation.
She or he only focuses on the garment hanging on the rail in the store.
Smaller stores are in; larger stores are out.
At last! Welcome to the small store revolution.
Your mission should you choose to accept it, is to be ‘brilliant’ not BIG.
If 76% of shoppers never speak to a sales assistant when shopping, then the art of ‘silent selling’ is a fundamental to your retail success.
A successful retailer should be looking to present each and every product in their store with impact and authority. In doing so you will reap the benefits
Remember: your tote bag should appear to be something you happened to have to hand because you’ve just decanted some incredibly expensive cheese. The backroom effort and minute planning required to achieve this happy accident must remain entirely secret. Totes casual, indeed.