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Episodes
Sunday Dec 22, 2019
Sunday Dec 22, 2019
I love today. Today is the day the guys finally come out and decide, Hey, I should get something because Christmas is almost here. And the one thing that they do is, while they procrastinate, they need help from you. You know, when they're just starting thinking of shopping, you need to be able to limit their choices, be able to talk about how they can buy it and return it. Don't just settle for a gift card. Give them something that they can actually give and be unwrapped. Because all you're doing today is helping men be a hero to their families. And you know what? They'll spend more to be that hero.
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening!
Friday Dec 20, 2019
Friday Dec 20, 2019
How exciting, it's the last Saturday of the holiday season before Christmas. So today, what's the most important thing you can do is to make sure you make your employee's day and then they'll make your customer's day.
So today, I want you to be a hero, order pizza or do something special. Bring lunch in some way because showing you care with food can help lift your employee's mood and more importantly, make them more effective and when that happens, everybody wins. It is the season.
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening!
Thursday Dec 19, 2019
Thursday Dec 19, 2019
You know, shoppers only have two hands. And a lot of times we let them walk around without picking up items. And what we don't realize is that that actually stops their ability to buy. So today I want you to go through and give shoppers a basket. Yeah, that's it. Your goal is to free up their hands.
So if you're a clothing store, maybe you don't have baskets, but your goal would be to say, here, let me take this and I can put it on the counter while you look, make sure you don't walk around the back of the counter though because you want to be available to them. Or they could take the apparel from them and say, let me start the fitting room.
But so many times we forget that shoppers whose hands are full, I have pretty much stopped being able to pick anything up. So today I want you to hand a basket or take their clothes so your shoppers can buy more.
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening!
Wednesday Dec 18, 2019
Wednesday Dec 18, 2019
Are you getting your shoppers to feel something when they come into your store? You know, people who feel and touch something, I'm much more likely to buy. So that means if you're displaying something, take something off of it and encourage the person to hold it. Or if it's the material, how does this feel against your skin? Or notice how lightweight this is, or any number of ways you can get someone to feel touch or hold are the first ways to get shoppers to start to see how well they could either own it or gift it this holiday season.
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening!
Tuesday Dec 17, 2019
Tuesday Dec 17, 2019
Do you have a display that's not working, I mean, something you thought would actually move the merch? Well, today I want you to think about adding movement to that display. You could add a train to it. You could add lights. But do something that gets people to actually pause and consider it, because displays that move merch require another level of engagement, so catching the customer's eye through movement or through light is going to make the difference. Frankly, by now, shoppers are pretty jaded. They may have already been in your store once or twice, and if you can make something look new, especially something that's not on sale, you're more likely to sell it this week.
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening!
Monday Dec 16, 2019
Monday Dec 16, 2019
It's all about converting lookers to buyers. That's your job. It's called the conversion rate. All that matters is did you convert people who walked in and had an interest in your store to a customer. And when I talk to people and I'll say, "What do you think your conversion rate is?" People are like, "Oh, 90%." They're never 90%. It's like 10 or 15%. There's a lot more business on your floor than you ever understand. And then at the same time as that is how much did you add on to the sale? How many units went out the door to one person? Those are the only two markers that matter. If you're not converting, you don't have a sales process. If you're not adding on, you don't have a sales process. And ultimately if you just have cut it back so far that it's just you or you have one person coverage and you have more people walking in the door, they're not having an exceptional experience. They're looking around a warehouse and you know how often that converts? Yeah, it doesn't.
So, there's a lot of things you can be doing to get ready for this holiday. And the number one thing you can be thinking about is how do I convert more lookers to buyers? And how do I get more out the door with every customer? If you want help with that, you certainly visit retaildoc.com or visit salesrx.com.
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening.
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening!
Sunday Dec 15, 2019
Sunday Dec 15, 2019
Price matching is not just Amazon anymore. It's going to be Walmart. So at that point, you have to ask yourself, "Okay. So how much time am I going to devote to someone who wants to buy this game, whatever it is, and... Oh, we'll go on. We'll make sure. Well, show us in your phone. Okay. We'll go verify it on our computer, and the item is 40 bucks." I mean, seriously, how much could you be off by? 10 bucks? 5 bucks? In addition to that, are you then stopping everything and doing this for multiple customers?
More importantly, you're letting a competitor dictate your profitability. When somebody asks that... Well, yeah. If you've got a $200 or $300 item, and maybe it's something that is new to the market, and it's also on Amazon or they have their own website, and maybe you mark it up for an extra 20 bucks, maybe that's worth it to you. How much work do you want to do at cutting your prices versus you say, "You know, it's like a grocery store. We're going to have some things be more expensive than others. We're going to be lower than other people in others. As a whole, we're competitive with all of them. Would you like a box or a bag for this, or would you like free gift wrapping?" or whatever it's going to be. You know?
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening.
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening!
Saturday Dec 14, 2019
Saturday Dec 14, 2019
For the first eight feet in your store, nobody wants to talk to anybody. Your customers don't want to be barraged, "Hi, can help you find something?" Your untrained employees don't want to go up there. That first eight feet is what I call the decompression zone. It's an area where you just let people have space to be able to peruse your store. Basically, they've landed in an alien country that's your store. They need to learn. They don't know the language. They need to learn what the layout is, you name it. But we just need a space. We don't want to be jumped up with too much merchandise.
And again, most of you have so much merchandise so you don't know your turns. Just be very careful what you're looking at or buying for continuing into the holidays, know your numbers, know your category.
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening!
Friday Dec 13, 2019
Friday Dec 13, 2019
Get up. Today is going to be the second most popular Saturday of the holiday season, and the important thing I want you to do today is to look for conversions. How do you know how well your employees are converting lookers to buyers?
It's simple. Take time to look at the number of bags going out your front door. Conversions is what it's about today. It means less bags means fewer employees helping customers, means lower sales, so if that's you, when you notice it, go and have a quick huddle or speak to somebody who's not having a great day and make sure that you see more bags going out the door than less.
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening!
Friday Dec 13, 2019
Friday Dec 13, 2019
All you want to worry about when it comes to tagging and pricing shelves of products is does the customer know how much this costs? Nothing drives me crazier than going into a brick-and-mortar store, and I have to ask somebody the price. Just shoot me. I am not buying from you. I will go find anyone else.
"Oh, well, it's hard for us to price it." Get a price gun and price it, or do a shelf talker. I walk in there, I just want to know “What's the average price of something?” I want to have a sense ... I don't want to feel stupid. "Oh, that's $1 million. What an idiot you are," right? That's what the fear is. So, the more you can get rid of that fear, "I know how much this is," or you even say, "It's got a range," even that would be better, but I don't think you have to go overboard and have a shelf talker and a price on it.
If you love what you heard on Retail Today, connect with Bob by visiting retaildoc.com or send a message to bob@retaildoc.com. Thanks for listening!