A Plea to Retailers and Small Business Owners: Do Not Neglect Training

This is a challenging time for retailers and other small business owners who depend upon an associate base with keen product knowledge and customer service skills. Many continue to cut labor costs in an effort to keep the doors open, and I know how tough those choices are. I was in retail management during recessionary periods, and experienced first hand the layoffs, the cutbacks and the need to reduce costs to boost profits. I have been with retailers in the best of times and still experienced massive changes to streamline operations. However, when the economic outlook is shaky at best, bleak at the very worst, these cutbacks hit associates and manager far more deeply as there are simply fewer job opportunities for them to turn to.

With that said, I offer the following advice: Do not neglect training, this is a necessary labor expense. It may seem painful upfront, but the investment is crucial to staying competitive and profitable in the long run.

Exhibit #1: I recently shopped at a national big box retailer. In the course of the transaction, the cashier was unable to process part of the transaction and had to get a supervisor involved. While waiting (with many others behind me in line) and watching a frustrated cashier get flustered, I told her, "It is okay. Everyone has been new once in their career". Her response? "I am not new, I have been working here for almost 4 months. They just did not give me much training". I told her to simply delete the item in question (which was a big ticket item for which I had a special coupon) and continue with the transaction.

Exhibit #2: I also recently was shopping with a major electronics chain. In looking at laptops to get ideas for a present, I asked an associate to describe the difference between a few of the laptops on display. The associate walked up to the signs and read off the descriptions. I told them that I had already done that. I asked for some additional specific information, and he said that he was "kinda new" and would have to ask someone else. I waited almost ten minutes, another associate showed up and asked me if I was the lady "confused about the laptops". Confused? No. In need of more information, yes. This associate then began to read off the product information from the same signs. I walked out.

Two simple shopping outings proved the point that if you skimp on training and you "assume" that they will pick it up when you throw them onto the sales floor you are wrong. You will alienate customers, you will lose precious sales, you drive down morale, you will negatively impact your ability to compete and survive in an ever-changing economy and retail environment. Here are the top reasons why you need to continue to invest in training, teaching your associates your expectations, your corporate culture, product knowledge and how to best assist your customers:

1. Corporations and small businesses alike are cutting back on staff, tasking fewer people to do more. However, in these times there is still turnover and businesses have opportunity to fill open positions. When businesses do bring new people into the organization, all too often it is a rush to get them in position, get them in their job function as quickly as possible as labor is precious and there are many tasks to juggle. However, without thorough training do they truly know and understand their new responsibilities? Morale takes a huge hit when associates feel that they are doing things that they cannot do well, and other associates get frustrated when they have to pick up the slack for those who cannot perform.

2. Cross-train your associates NOW to avoid the issues that arise when labor is cut and associates are even laid off. Invest the time in these associates upfront to ensure that they understand the new tasks that may be expected of them. Get ahead of the curve and get your staff as proficient as possible in a variety of work centers. Even simpler still: sit down with each one and ASK them what they would like to learn in the store or business. They will surprise you when you find how truly hungry they may be to learn and develop. Associates are pretty savvy, they know that this is a tough job market and they will know that the more you depend upon them and their skills, the more likely they are to maintain that highly-valued employment.

3. Technology is going to continue to change and you will need to train your associates to be proficient with the new technology. This may include training on product knowledge, this may include training associates how to deal with new computer systems and other technology that they will use to make their jobs easier. When new items hit the sales floor, have daily huddles by that product. The morning crew, afternoon crew and evening crew can learn in a few minutes of your time what that new item is, what it does, how to sell it to a customer. When new technology arrives take the time to train each associate, set up training buddies and do not assume that they will "learn it on the job". They may not, and that technology investment is wasted in an associate base that works around the technology instead of enhancing their ability to perform with that technology!

4. Investing in your associates makes their job outlook more stable in an environment in which they may have a great deal of stress in their personal lives impacting their job performance. If you invest in training them, they will feel valued and contribute at a higher level. If you train them on how to improve their organizational skills, interpersonal skills, communication skills and even conflict management, these will be skills that will help them across the board when they have to juggle stress in both their professional and personal lives. As an employer you have the ability to inspire your associates through training and development in ways that will carry over into all aspects of their lives.

Training often only takes a few minutes of each day. Every minutes is precious, and as managers and owners you juggle huge responsibilities and demands on your time. However, investing those few minutes, even a few hours a week will pay off immensely as you are able to maximize sales and profits with a team that is knowledgeable, engaged and productive.

Shopping Tips for the 25 Days of Christmas: Tip #24

When it comes to giving for friends and family, it becomes very complicated when you are on a budget and yet still want to give presents or tips this holiday season. Many of us are also dealing with gifting for teachers, for co-workers, giving tips to service providers. It becomes overwhelming and incredibly expensive to try to accomodate everyone!

However, it does pay to have open, honest conversations with friends and family. While it may feel very uncomfortable to start that conversation, you will most likely find a very open and relieved recipient to that dialogue!

HOLIDAY SHOPPING TIP #24:

Set realistic expectation for gift-giving with friends and family members!

There are countless other options to spending money on gift after gift after gift. Discuss expectations with friends and family, and while setting gift-giving rules may seem to take away from the holiday spirit, it will certainly help everyone with their holiday budgets...which in the long term makes the holidays much less stressful for everyone!

* Set a budget for kids gifts. Really, kids receive so many presents, they will still love and appreciate smaller gifts as well!

* Make handmade presents and "swap" talents. I can knit, you make soap. I will gladly create a scarf for you, if you are willing to create some luscious soaps for me! I know of many handmade "trading" circles, suggest one for your circle of friends. Most everyone has a unique craft talent!

* Draw names for adult gifts in a family. Instead of large families buying gifts for everyone, it is fun to draw names and get one special gift for that recipient.

* Create fun coupons in which you will offer your unique and special services. A friend of mine has a sister who is a masseuse, and she gives coupons for a free massage. Sounds wonderful to me! She really does not have to spend a lot of money on those gifts, and she gives her friends and family a wonderful gift...her time and talent!

* Get together and simply plan a nice holiday event in which you savor each other's company. Instead of everyone spending so much on gifts, each person could create a special holiday food dish that represents their holiday tradition or heritage and simply enjoy everyone's company. A fun potluck-type get-together creates many more lasting memories!

The reality is that many of us do not have the holiday budget that we have had in the past. It is not realistic to run up debt or overspend to try to please everyone we know and love. Many of them, too, are trying to cut back. It makes much more sense to strive to enjoy handmade gifts, share out talents, and ultimately share our time and love together this holiday season.

Shopping Tips for the 25 Days of Christmas: Tip #23

While many of us are focusing on the wonderful and joyous aspects of the holiday season, there is an unfortunate darker side to the holidays as well. With an economy that is tough for so many, there is a criminal element that arises from this hardship. Also, at a time of the year where so many are doing a great deal of shopping in large crowds, we are sometimes left more vulnerable than we truly know.

Many of us are operating on a "cash-only" holiday shopping budget. So, that means that are carrying more cash than ever, and the thieves know that too! While I certainly do not want to scare anyone during the holiday season, I know from my many years of retail management experience how so many people assume they are safe, are complacent and truly do not focus on their personal safety while out shopping.

Thus, this tip is all about being safe with your cash while shopping this holiday season!

HOLIDAY SHOPPING TIP #23:

Use these tips to be cash safe this holiday season!

1. Many of us rely heavily upon ATMs to withdraw cash. If you can, do the buddy system, especially with ATMs that are slightly more isolated, or if you are withdrawing money while it is dark. If at all possible, it is best to do that cash transaction inside the bank. Take care to make sure that you get your card back (over the last week, I have found TWO cards left in ATMs!) and that you are careful with entering your pin, and requesting and taking your receipts. Yes, the information is somewhat "encrypted" but do you want a potential criminal to know your balance information and decide to target you based off of that info?

2. Do not keep all of your cash in one place. If you are carrying hundreds of dollars, or more, try to break it down into smaller batches so that you are not pulling out a fat wallet or "wad" of money. That is really telegraphing to a potential pickpocket or thief that you are a target. Paper clip it into smaller batches (say $100 in $20s) to minimize how much money you are pulling out in public at any given time.

3. Keep your cash as close to your body as possible. I continue to see moms with their purses in shopping carts everywhere I go. Yes, I live in a safe community. But, remember, the criminal element knows where the "safe" communities are, too. They will pinpoint those very communities as they know that we are more likely to assume that we are safe. I can tell you from experience, when we caught and busted pickpockets and thieves in my stores, they were not from the immediate community. Some had come from as much as 2-3 hours away to get to you in your safe community.

4. Never, ever keep money in pockets, jacket pockets, flaps of your purse or anywhere that a pickpocket could have easy access. A casual "bump" in a crowded mall could be someone relieving you of your cash! I have seen videos of pickpockets that have been caught in my stores, and I can tell you that they were so good I could not even see them taking the cash!

5. Make sure that you are thorough in giving your cash to a cashier. Count it out to them, make sure that they know you are well-aware of what you are handing over to them. Short change artists rip off cashiers all of the time, however, that is reciprocated with cashiers short-changing consumers as well. I had a friend who recently paid for an item and in the hustle and bustle of the transaction was short-changed by $40.00! She told me, in tears, and I called the store on her behalf asking the store manager to count down that drawer immediately. Luckily, the store manager listened, pulled the cashier off of that lane, counted the drawer and found it to be $267.00 OVER in funds. That cashier was creating an amazing little holidy shopping kitty for herself. My friend got her money back, but think of all of the other customers (to the tune of $227.00!) that may not have realized that they were missing change! OUCH!

I do hope that these tips are a reminder to shop safely with your cash this holiday season! Happy Holidays!

Shopping Tips for the 25 Days of Christmas: Tip #22

This holiday season many of us are using far less credit, in some cases because we simply do not have as much credit extended to us, in other cases because we are using cash trying to eliminate debt. Credit card companies have lowered credit limits on many consumers, even those who have faithfully paid their bills on time over years! So, for some consumers they have far less "credit buying power" this holiday season. However, there are ways to protect and maximize that buying power if you so choose!

I have touched upon credit and credit cards in a few other tips, but this one is all about using credit safely this holiday season!

HOLIDAY SHOPPING TIP #22:

Use credit and/or debit cards safely this holiday season!

By "safely", I mean the following:

Carry as few cards as possible. If you wallet or purse is lost or stolen, you will have far less risk and far fewer cards to follow up on to close or cancel. I have a dear friend who worked so hard to pay down credit and yet for some reason she still carried those cards with her. Her purse was stolen, and she had a serious mess on her hands, months of battling with credit card companies and following up on fixing that damage. Just don't carry the cards with you, not only does it reduce the temptation to spend more, it keeps you safer.

Carry credit cards as closely to your body as possible. While shopping the other day, I noticed several customers who had left their purses in the shopping cart while they were looking elsewhere. Don't set yourself up, when an economy weakens, the criminal element arises.

Ensure that you keep your eye on your credit card at all times. Do not let an associate wander off with it, make sure that they process the credit card transaction immediately and right in front of you. I was recently shopping and an associate asked to take the item I was interested in and my credit card to give to another cashier. I politely told her that I would do that myself, and thanked her for her help. As a retail manager I was involved in countless internal investigations in which associates were able to get (and immediately USE) credit card numbers that they had gotten in seconds (often times they jot down the number, or they make a "carbon" copy by putting a piece of paper over it and rubbing with a pencil).

Be very careful with applying for the those "immediate" store credit cards. I myself am very leery of this, and in all of my years of retail management, I have never once done this myself. I know from an insider perspective how "sloppy" this process is, and would never expose my personal information in that manner. The applications often sit at registers, exposed to many associates (and even other customers) and I have been involved in way too many internal investigations linked to instant credit applications and identity fraud. Even if the retailer can offer you a completely paperless manner, in which you enter all personal information into a keypad or telephone, I would still not do it. While the immediate discount is very attractive, weigh it against the risks, the reason they are offering to extend credit to you (to get you to buy MORE!) and the interest rate you will pay if you do not pay that balance off immediately.

Set up online account management with your credit cards. During this time of the year, it is a great idea to log on daily and review your charges. If you see anything suspicious, you can react immediately and get resolution much more quickly.

I hope that these few credit safety tips help you to save money and your credit this holiday season!

Shopping Tips for the 25 Days of Christmas: Tip #15

Retailers are savvy about the message that they send to their customers. They spend countless dollars on marketing and media consultants, in-house and outside advertising and marketing gurus and test with focus groups the kind of commercials and advertising they plan to use. I myself saw first hand how marketing campaigns are crafted while working for a national retailer, and it is truly an amazing process.

During the holidays, these campaigns are even more intense and there is an even stronger emotional and cultural component that is designed to resonate more deeply with the consumer. This is more than selling a toy or a bike, this is selling how that toy or bike fits into your family, your lifestyle and your dreams and desires of how the holidays "should" look and feel for your family. These campaigns even poke a bit at feelings of guilt (hurried working mom who feels that she should be spending more time with her kids) or inferiority (the next door neighbor has the Lexus sedan with a big red bow, why don't I have one?)! I won't even touch the intensity of the media campaigns focusing on kids and the "want" vs. "need" factor for toys and gadgets!

This leads to an easy, no-nonsense holiday tip:

HOLIDAY SHOPPING TIP #15:

Turn off the TV during the holiday season, or dramatically limit viewing time!

These commercials are skillfully designed to provoke a very simple, visceral and emotional response. Of course, so many of us truly want the holidays to be special, and it is easy to process the media messages from retailers and their marketing messages to help us define that "special". However, with so many of us cutting back this holiday season, we are better off turning away from the TV and turning to one another to craft that "special" message ourselves. With a tighter budget it will be all the more important to turn inward to focus on how we are going to define the holidays for our family, how we are going to help our kids decide what is "need" and what is "want" and how we are going to celebrate what is most important: enjoying the holidays with friends and family.

Shopping Tips for the 25 Days of Christmas: Tip #14

From an earlier post, I described how I truly love how technology truly allows retailers to maximize customer service and drive sales. When I first started in retail, I remember how excited we were to get an corporate-wide email/intranet system. In fact, for about a month or so I went from store to store in our district, and beyond, to help train the store staff on how to use the intranet system.

What a different a few years (okay, about 17 or so!) makes! Technology leads us to the next couple of retai insider tips!

HOLIDAY SHOPPING TIP #14:

Sign up for retailers' text/cell phone updates.

I have received text messages from a handful of retailers that have alerted me to products (finally) instock (a hot Wii game!) to a "text only" coupon to save 25% over a two day window. Not bad. I did get the Wii game, did not use the coupon (it was instore only, I have no desire to deal with the mall right now!!!). Remember, text messaging charges may apply, so know your carrier's text message charges and policies.

I am also sure that many of you have heard of other functions and applications, such as the Amazon application for iPhone users called "Amazon Remembers". This is pretty cool. You can take a picture of an item, upload it to Amazon and within minutes (althought anecdotally I have been told that it can take a day or even two, but that has not been my experience) you can have an Amazon match of that same item with what is typically a better price! I love to price shop, as you can see in previous shopping tips, so if you have an iPhone, this is a very slick way of trying to get the best price possible (especially when Amazon ships that item for free!).

One cautionary note: I also have been told that there are some retailers that will ask you to not take pictures in their store. I can tell you from my past retail experience that indeed we did ask customers to not take pictures in our store. Mostly to protect people, however, not our sales! So click with caution!

p.s. Here is a killer site for finding amazing prices on highend designer items for holiday gift giving (and free shipping!!!):

Shopping Tips for the 25 Days of Christmas: Tip #14

I love how technology truly allows retailers to maximize customer service and drive sales. When I first started in retail, I remember how excited we were to get an corporate-wide email/intranet system. In fact, for about a month or so I went from store to store in our district, and beyond, to help train the store staff on how to use the intranet system.

What a different a few years (okay, about 17 or so!) makes! Technology leads us to the next couple of retai insider tips!

HOLIDAY SHOPPING TIP #14:

Sign up for retailers' email updates.

As much as many of us hate to get spam, or emails that simply clog up our inbasket, you can make these emails pay off in savings of both time and money! I have received emails that have offered exclusive savings and special buys. You can always sign up for the emails, and if you truly do not find them to be value-added, you can opt-out (look at the bottom of the email, there will be some kind of verbage to remove your email from their list).

I get emails from both online retailers and brick and mortar retailers. I am a huge fan of Amazon.com emails as they not only offer great savings in many cases, but they are also designed to focus on my likes and interests based off of my recent purchases. (Yes, I am a sucker and think that somehow they "know" me there at Amazon.com!) I have already saved over $100.00 easily by watching my emails and taking advantage of special offers.

p.s. Shopping for eco-friendly loved ones? Gaiam.com is the online destination for people living a lifestyle of health and sustainability. We offer over 4,500 products in categories including; yoga, Pilates, organic cotton clothing and natural and healthy products for the home. Click here for more information and amazing savings!

Is Cyber Monday going to be replaced by Mobile Tuesday?

As an insider in the retail industry, I know that it is all about driving traffic and sales. This past "Black Friday" retailers offered more promotions than ever, and deep discounts to lure consumers to spend an estimated 7% more this year than last year. Now, that is not really referencing the point that many consumers held on to their money in September and October to take advantage of the promotional pricing...not to mention the how profit margins will shake out for the retailer!

Cyber Monday started out as a huge online shopping day when everyone returned to work from their long Thanksgiving weekend holiday and used their employer's internet access to shop (instead of working!!!). Cyber Monday has been used as a marketing tool by many retailers large and small to draw internet sales with special online prices and promotions. Even artisans on sites such as Etsy offer fantastic Cyber Monday specials.

It will be interesting to see how this Cyber Monday performs. For one thing, we know that November was a tough month for online commerce. Online sales actually declined for the first time for November. That is a troubling sign for retailers, especially retailers who exclusively sell online without "brick and mortar" destinations for shoppers.


(Image from www.mopocket.com)

Now, we also have "MOBILE TUESDAY". This is a newly launched promotion for retailers to take advantage of shoppers using their cell phones to buy online! One leading retailer to take advantage of this trend is The Gap. They offer a really cool iPhone app in which shoppers can put together outfits and save those items to create a gift list. They can then direct friends and family to purchase those items...all from their cell phone!

To Recap:

Black Friday...a good thing this year for price-sensitive consumers, we will see how it truly shakes out for retailers and their profit margins.

Cyber Monday...may be a disappointment if people are spreading their online shopping out over time and not one particular day. I believe this year people will use the internet more than ever for searching, and for price comparison. The retailers with the best online prices will see the best results for Cyber Monday...but there is still the profit margin aspect to those sales and volume.

Mobile Tuesday...I am going to get behind this one myself. I find it really exciting to use my cell phone technology to its true potential and will see what retailers are luring me to spend my money via cell phone shopping! This is my favorite shopping event: I don't need to fight the crowds, I don't need my employer's internet access...I can shop by phone anywhere, any time!

25 Holiday Shopping Tips for the 25 Days of Christmas: Tip #3

After over 15 years of retail management, I understand how important getting the right price can be to the customer. I know from my own experience how frustrating it can be to buy something, only to find that a few short days later it is cheaper! Consumers want to feel like they got the best price possible, and with so many of us on much tighter holiday budgets it is more important than ever. And truly, most retailers will work really hard to make sure that you get the right price, and that you are satisfied with your purchase.

This tip is even more important in the current retail environment. With a tightening economy, many retailers are becoming more and more promotional, and will be driving sales fast and furious. So, you will have to be quick and savvy shopper to keep up!

HOLIDAY SHOPPING TIP #3:

Keep an eye on the ads and offers from retailers. If you have already started your holiday shopping, you may qualify for a price adjustment if the price has dropped since you purchased that item (or items!). Keep your receipts handy, and you may find yourself saving a few extra bucks this holiday season!

Most major retailers have a price adjustment policy, for example, Target gives you 14days to price adjust with your receipt. The only exception is clearance. Make sure you know the price adjustment policy of the retailers you frequent this holiday season. I have already saved $10.00 in price adjusting THIS WEEK. I cannot stress enough how quickly prices are going to adjust to this economy, and I want to see you benefit from those price adjustments!

I keep my receipts from about a 15 day - 30 day time period in an envelope in my purse. That way, if I see prices that have changed, I am able to get the adjustment immediately, while I am already in the store. I also watch the ads and circulars closely and check to make sure that my previous purchases have not dropped in price any further.

Even your online purchases should qualify, so again, be informed before you buy! The easiest way to protect yourself with online purchases is to either bookmark that page or mark it as a "favorite". That way you can check back to see if the price has changed. You can also create "Google Alerts" that would let you know anytime that item has been featured in a news article, blog, website, etc. Now, of course, this is a lot of work for a handful of stocking stuffers! However, I would recommend you take the couple of extra seconds, or even minutes, for your online big ticket purchases.

Speaking of online, sometimes retailers have online prices that are different then their prices instore. This is usually a tricky one and many retailers will not adjust prices when it comes to a price on their website vs. a price in their store. If you purchased the item online and it is less expensive in the store, most likely they will direct you back to the website to contact the customer service division. This is where I love retailers with live chat!

If you purchased the item instore, and see it less expensive on their website, you may have the option of asking the store for the price adjustment. I would screen print the item and price and have that as backup. Often, when customers are clearly informed, professional and polite, managers will be flexible and want to help.

Insider Tip: I also urge you to be a savvy consumer and ask store management if they will adjust prices for you if you are outside of their price adjustment window. I know people who start their holiday shopping early, and while prices are dropping now, they should still have some measure of price protection. From my experience in store management, it was the extremely rare exception that we did not price adjust to make a customer happy. If you bought that XBox a year or so ago and it is less expensive now, that would most likely not qualify, not even with the most liberal of store policies. But, if you bought that hot game in October that everyone said would disappear before the holidays, well...you probably have a great case for a store manager who needs to work a bit harder this holiday season to keep your business!

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Holiday Shopping Tips for the 25 Days of Christmas!

After over 15 years of retail management, I know how retailers lure in shoppers and entice them to spend far more than they may have budgeted. How many times did you get to your car or your home and start looking at the bags and the arm long receipts and wonder why you ended up buying too much? We have all been there, and I hope these holiday shopping tips with save you both time AND money! Bookmark or follow my blog for the next 24 tips in the days to come!

HOLIDAY SHOPPING TIP #2:

Bring in ads and store circulars to shop for specific items.

This comes on the heels of tip #1 (Make a list, check it twice) for a very specific reason: to help you buy the right items at the right prices.

Often, retailers offer a specific item, say a particular mp3 player at a killer price point. These "door busters" (or whatever that retailer calls them) are a special buy for holiday shoppers. It is a specific item that the buyers negotiated with the manufacturer, and it is often slightly different than the other mp3 offerings that store may have. It may be that it only comes in black, that it has slightly less file storage than another, maybe slightly lower quality earplugs. You get the picture.

So, when you go to the store, you grab the first mp3 player that you find, assuming that it is that killer item from your ad. You have a basketful of items, and you may or may not even notice in the rush, and the lines, and the crowds that the mp3 player you thought was that amazing price that is in your budget is actually the other mp3 player that is twice as much!

Bring the ad, bring the store circular. Take the time to make sure that what you are purchasing is what is in the ad. Often, the small print has the model number to match to the item you are buying.

Extra tip: As these items are often special purchases, with limited quantities, you may find that the items are already out of stock. I hate to share trade secrets, but I have been in situations where only 6 of an item arrived...and 100 people lined up outside for those six items. Retailers will not offer rainchecks, as the quantity is limited. I would urge you to find a manager, first asking for the store manager, to see if they can work with you on offering a great price on a similar item. Most of the time they will...they want to save the sale, they want to drive the volume, and, if they are truly worth their name badge, they want to make YOU happy! Ask, and ye shall receive!

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25 Holiday Shopping Tips for the 25 Days of Christmas!

Quite honestly, I am not much of a holiday shopper. After over 15 years of retail management, I really got pretty burnt out on the retail and commercialized part of the holidays. That is one of the main reasons why I dedicated so much of myself to spend time with family and friends over the holidays. Time was one gift I could give others that was truly one of the most precious gift of all!

With my years of retail experience, I have tons of tips to give shoppers to help them navigate the retail waters, both in-store and online. With so many of us on tighter budgets this holiday season, I hope these tips with save you both time AND money! Bookmark or follow my blog for the next 24 tips in the days to come!

HOLIDAY SHOPPING TIP #1:

Make a list and check it twice.

I cannot stress this enough. I myself fall prey to the retail frenzy, especially with the online shopping that I enjoy! However, this year all of my loved ones are on strict orders from me (wow, I know, sounds like all kinds of holiday fun!): Make a list, I will only buy what is on your list!

A list keeps you focused, a list keeps you from buying things you think they want vs. what they truly want, and a list keeps you on your budget. With a list, you tally up prices and meet your budget.

I figure if it is good for Santa, it is good for me!

p.s. Here is a great item to put your on holiday lists, or even buy for yourself as a great treat for some relaxation during the crazy, busy holiday season! Santa approved!



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Retailers using text, Twitter and more technology to get your sales!

Shoppers of the world, get your cellphones and laptops ready!

This season, more and more retailers are getting tech savvy and reaching out to their customers, and potential customers using social media and cellphones. This is going to be a challenging retail season, and retailers will be battling it out for your shrinking discretionary income.


Retailers are using Twitter to communicate special sales and exclusive offers. Twitter allows users to send short messages to a tech-savvy audience. For anyone who is on Twitter knows, it becomes quite addictive, and retailers will be keen to tap into that addiction with frequent updates on sales, special events, and custom offers for their Twitter followers! Even I Twitter, follow me at http://twitter.com/KellyAlvarez!


Retailers also use other social media sites to attract shoppers and keep them updated. Target has a Facebook page, featuring exclusive Target offers and access to special games and music. As of this blog post, they are offering a free ringtone of Christina Aguilera's new song, "Keep Gettin' Better". All you need to do is text "FREE" Target at 827438.


Speaking of text messaging, retailers are also using text messages to contact customers about sale events, special instore events and customized offers. I get text updates from a handful of retailers, and I also get coupons texted to me for savings at my favorite grocery store. I receive Amazon.com text messages that update me on their "daily deals".

JC Penney's is offering text messages that inform their customers about holiday shopping tips. No doubt those are JC Penney specific shopping tips! Even cooler...you can now text an order to Sears and they will text you back when it is ready for pickup, and from which store you can pick up your items. Consumer beware: know your texting plans and rates for your cell carrier. However, this can be a great way to hone in on savings if you are willing (and able!) to act quickly on that text message! Not to mention saving yourself a trip to the mall to buy that one item you know you want and need!

Customer Rewards Program, Ralph's Gets It!

I know that for many of us in the retail world, Customer Rewards programs are really pretty much old news. For years, retailers of all sorts have had a variety of ways to address their top shoppers via loyalty cards, coupons and special savings for credit cards holders, and other methods. Even small boutiques get in on the customer rewards by tracking customers via software programs, creating email opt-in lists, etc.


I have to share a recent personal experience with one of the best customer reward programs I have ever been involved in, however. I have a Ralph's (Krogers, NYSE:KR)Rewards Card. A few months ago, they relaunched their card to include a new reward system of Bonus Points. In the past, depending upon a certain spending level, I could get coupons that printed with my receipt to save .03, .05 or .10 cents on each gallon of gasoline purchased when I visited the Ralph's gas station. I would often not run out on small grocery runs and instead wait until I knew I had a larger enough transaction to get the larger savings on my fuel purchases! I occastionally got coupons from them as well, but often they were throw-aways, they just did not seem to be coupons that I needed, brands I was not loyal to, or random products that I simply would never want to purchase.


With the new rewards program, I now also earn points each quarter that go toward a savings voucher. I earn $5 for the first 500 points, then another $1 for each additional 100 points. Recently, for the last quarter, I received a $24 voucher! And, all along, they have maintained the fuel program as well, and I can simply scan my rewards card at the pump to get my savings instead of having to clip any coupons. So awesome!

I recently spent that $24 voucher, and I felt like a total rock star! People in line behind me asked me about the voucher, asked the cashier about the voucher, one customer even signed up for a card as they were finishing up my transaction! Overall, I actually saved over $87 total on the shopping trip because of another stroke of Ralph's reward card genius: targeted product coupons.


Ralph's had also sent along with the voucher a set of targeted product coupons for products that they have clearly tracked on my rewards card as items I frequently purchase. I know that they are specific to my card as my fiance received a set of coupons linked to his account, and they were completely different, and grouped to his frequent purchases.


Ralph's is truly all about helping their customers save money during a recessionary period, and capturing a variety of purchases, both driving volume and margin: in-store, pharmacy and from their gas stations. You can even to go Ralph's and set up an account on their website to create shopping lists, link to other sites that offer coupons, and even link up your lists to available coupons! I also linked my card to my son's elementary school, a tie-in that Target has been doing for years with their guests.

Customer Reward Programs like what Ralph's is creating for their customers is truly remarkable. I have changed my grocery shopping habits in only a matter of a few weeks to focus my shopping on a grocery store that has the brands I like, great prices, a great rewards program and one that makes me feel like more than just a "number" or a random customer...with the purchase specific coupons, it makes me feel like they know what I like and are helping me save money in a way that makes me feel special.


If you want customers like ME to change THEIR shopping habits in a matter of weeks, make them feel special. Gear your savings and rewards programs in ways that are specific, unique, and grab your customer's attention. The more you make your customer feel that you are connecting to them, their needs, their desires, the more likely they are to reward YOU with their discretionary spending!

Why Training is key to Retail Success

I have been in retail management for over 15 years, in both strong economies and recessionary economies. When times are good, it is easy to get teams on cruise control and be complacent about sales and profits. However, when economic times get tough, too many managers struggle with sales, margins, retention and more.


Training in tough times is as important, if not more important, than training your team during the flush times. If you did not invest in training when you had more labor, more associates and more time to manage the training, you must instill the disciplines now to train your team for success during this upcoming recessionary economy.


Train your team to be a mean, lean team of salespeople, even if that is not your current culture. Access your team's ability to upsell, to understand the product that surrounds them on the salesfloor, and to ensure that they understand the benefits of any protection/insurance type plans that you have to help the consumer protect their purchases. A recent example: I bought my son a rather expensive bike on behalf of my parents for his birthday. One of the first things that the associate told me was, "You may want to look at a protection plan. This is a large investment, and I would hate to see you spend a lot of money on any potential repairs or tune-ups." She went on to tell me with a protection plan, I would get many repairs covered at no additional charge, and one free tune-up. Okay, where do I sign? She personalized it, "I would hate to see you spend too much money". She said it genuinely, and I totally connected to her sales message. Would your associates know how to do that?


She did, as she is a well-trained associate. She sold me a protection plan by letting me know that I can spend one set amount now, or pay many painfully large amounts as my son rides his bike and the bike ensures the (ab)normal wear and tear of a nine-year-old boy! This suggestive selling is key to upgrading a customer into a different price and definitely a much more attractive margin level. Suggestive selling shows the customer that you are thinking of them, their investment, how to maintain their investment and their long-term content and happiness with the product that they are buying from you.


Train your team to be productive in several functions throughout the store, throughout the business. Often, we have associates that do one thing extremely well, we have them do that for us all of the time, and when they call in sick...well, how does that now get done? My challenge to my team has always been, "If they can do that function extremely well, let's find out what else they can do even better!". Cross-training will be key as labor budgets shrink and you are tasked to do more with less. Cross-trained teams are often the happiness teams, associates get the hours that they want, they feel productive and content with their work, and managers are more successful in managing the multitude of tasks they are challenged with every day.


Train your team to remember that the customer is king (or queen!). I cannot stress this enough. Every day, there should be a huddle or two of your opening, mid and closing associates to remind them of one single thought: "The customer signs your paycheck". You and your management team need to show the way by greeting customers, asking if they need any assistance, engaging your customers in dialogue. Train your team to LISTEN to your customers, empower them to REACT to that feedback. If a customer sees you connect to their concern and fix it, that customer will come back. If a customer does not even get greeted, they will take their precious dollars to your competition. It is that simple. I will drive a ridiculous distance to go to a retailer or service provider that listens to me.


FUN TIP: I used to walk the salesfloor with a tablet of the tiny smiley face stickers that you can get at Staples, or any other office store. I would give my associate a small sticker for every time I saw them greeting a customer, talking to a customer, taking them to what they are looking for. I would ask them to post their stickers on a huge poster board that had every associate's name on it in the breakroom. The associate that had the most stickers by the end of the week would get special kudos in team meetings. The associate with the most by the end of the month would get lunch with me, or they could be Store Manager for a day, the weekend off of their choice, or I would have them as my "VIP" associate that would walk with me when my District Manager visited. Rewards do not need to be splashy or expensive. The greatest reward your team truly desires (besides their paycheck, of course!): your validation of their hard work, your satisfaction with their job well done, your acknowledgement of how they have fulfilled the expectations you put forth.


Now, go train your team! If you still think that you cannot afford the time or energy to train them, you will really not be able to afford how your business suffers when your competition DOES effectively train THEIR teams!