All Retail is Local!

Yes, I've taken liberties with the late Massachusetts congressman Tip O'Neill's famous quote, "All politics is local." Mr. O'Neill understood a fundamental principle to which some large retailers pay little attention and smaller retailers don't pay enough attention on a regular basis. Retail success comes to those who understand the wants, needs, and expectations of customers in their neighborhoods.

Larger retailers base their decision to locate a store in a particular community on a number of factors--population size, household income, average age of residents, size of households, renters or home owners, competition, media coverage, etc. But how much time and effort do large chains spend studying these things after a store has opened? Do they recognize when demographics begin to change so they can retool and fine-tune their offerings and approach to serving the community?

Most smaller retailers have the day-to-day knowledge and understanding of their communities. The question is are they able to shift the focus, merchandise selection, and marketing to deal with subtle or even not-so-subtle changes? Failing to respond to a changing community can be the demise of a smaller retailer. Don't let it happen to you.

The success and survival of a store depends on a thorough and ongoing awareness of the community it serves. Fine-tuning the business and responding to changes in consumer spending, unemployment rates, and other such factors are even more important in today's down economy. Consumers are as cautious as we've seen them in many years. That caution affects how they buy, what they buy, and where they shop.

With what is expected to be a very difficult holiday shopping season, are you taking steps to minimize your inventory investment while maximizing your marketing investment. What are the best, most effective marketing vehicles in your neighborhood? In a recent marketing seminar I presented, a good number of participants told me they had gone back to using Val-Pak coupons and were seeing some real success.

Bargain hunters rule this year, so look at the marketing tools available that will help you cost-effectively reach these consumers. And remember, your in-house mailing and email lists can produce great returns when used to deliver compelling messages to customers who have bought from you in the past and already know your store.

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NRF's 2008 Holiday Survival Kit

Every year the National Retail Federation publishes its Holiday Survival Kit. This year the key word certainly is "Survival." The 16-page document includes NRF's holiday sales prediction, some historical data on holiday sales, holiday sales by retail sector, holiday hiring, a comparison of early bird shoppers vs. last minute shoppers, information on gift card sales, a look at holiday shopping online, and much more. You can download the complete report at nrf.com/holidays.

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LONG MEMORIES!

Commemorating the second anniversary of Macy's infamous takeover of Chicago's beloved Marshall Field's, diehard protestors took to the streets fronting the former State Street flagship store wielding signs that read, "Field's is Chicago! Boycott Macy's!" It appears they won't give up until the store reverts back to its Marshall Field's roots.

CORTI BROTHERS LIVES...WE HOPE!

Growing up in Sacramento, California, I remember a wonderful Italian grocery store called Corti Brothers. Recently the company's landlord attempted to raise the rent to a point where it was not possible for Corti's to stay. The landlord even went so far as to begin negotiations with another food store to occupy the space.

As news of the situation got out, more than 1,500 customers signed a petition to keep Corti's in its present location. A who's who of the community's best-known chefs held a press conference to protest the store's closing and Sacramento's mayor, Heather Fargo, even got involved in the effort. Good news! It looks like Darrell Corti and his popular store won't have to move after all and will continue to serve customers in the same location for years to come. Once again, this proves that when customers fall in love with a store, its merchandise, and its owner, they will go to great lengths to put things right.

SLOWING STORE GROWTH

Some of the nation's largest retailers will reduce the number of new store openings next year from the aggressive growth most have experienced in recent years. This week Lowe's announced it will open 75 new stores in 2009 down from the 120 opening in 2008. International retailer Ikea also announced a slowdown in store growth from the 20-25 it typically opens each year to 10-15 in 2009. It's important to note that most of the large retail chains aren't stopping their new store openings just scaling back on the number they do open.

Until next month...

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Are your managers ready for the holidays?

Make the most of your pre-holiday managers' meeting with George Whalin's Special Holiday Edition of his "Great Store Managers Make Great Stores" seminar.

Store managers have a great deal of control over the attitude, tempo, atmosphere, and, ultimately, the success of a store. This edition of George Whalin's Great Store Managers Make Great Stores is specifically geared toward the challenges managers face during the holidays. In these tough economic times, retailers must take action NOW to make the most of the upcoming holiday season. This seminar gives managers the boost they need to give it their all.

George shows managers how to identify what it will take to improve the overall productivity of their stores. They will fine-tune their own communication skills, personal focus, and leadership abilities. And they will learn motivational tools and daily people-building activities to improve the performance of their associates whether full-time, part-time, or seasonal.

Your managers will come away from this seminar fired up, excited about their jobs, and ready to tackle this make-it-or-break-it time of year. Don't leave it to chance. Help your managers take control of what happens in their stores so that all your customers are served the way they should be served, are given every opportunity to buy, and have such a wonderful shopping experience, they will tell everyone they know to shop in your stores for the holidays and beyond!

Improve your odds for a successful holiday season!
Schedule this business building seminar for your next managers' meeting or holiday kick-off rally. Call 800-766-1908 today to check date availability. Time is running out!

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Seminars and Training Programs for Managers and Associates

Delivering performance-enhancing speeches and seminars for retailers since 1987, George jam-packs his presentations with practical, real-world information. His seminars for managers and associates teach store management skills, customer service improvement, and sales techniques. If you want to improve store productivity and profitability, we encourage you to call George Whalin. Don't wait, his calendar fills up quickly.

Topics for managers' meetings and corporate conferences:
(Click on a topic for details)

Great Store Managers Make Great Stores!

How to Find an Eagle in a Flock of Turkeys! Finding, Hiring, and Keeping the BEST Retail Employees

Customer Focused Selling

Every Customer Every Day!

For more information go to our web site or call 800-766-1908.

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Speeches and Seminars for Retailers

As one of the nation's best-known and most popular retail speakers, George's speaking schedule includes events for retailers and consumer products manufacturers all across the country. He's added some exciting new convention and trade show topics. If you are a meeting planner or are involved with speaker selection and would like to book George for your next convention, we encourage you to call as early as possible. George's calendar fills up quickly.

Topics for conventions and trade shows:
(Click on a topic for details)

NEW! Strategies for a Changing Retail World

Into the Future! Powerful Trends Shaping the Future of Retailing

Retail Success! Increase Sales, Maximize Profits, and Wow Your Customers in the Most Competitive Marketplace in History

Stop, Look, Touch, and Buy: The Dynamics of Merchandising

12 Powerful Advertising Secrets Every Retailer Should Know

Power, Punch & Pizzazz! Create Advertising that Grabs Customer Attention and Sells More Merchandise

Customer-Direct Marketing: Increase Retail Sales with High-Impact Direct Mail & E-Mail

Double Your Sales and Triple Your Profits with High-Impact Marketing and Promotions!

Competition? What Competition! Standing Out in Today's Competitive Retail Marketplace

Every Customer Every Day!

For more information go to our web site or call 800-766-1908.

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Resources for Retailers

George Whalin's book RETAIL SUCCESS! is now in its ninth printing. A number of consumer products manufacturers have purchased the book for their retailer customers. Retailers have provided copies for their managers who regularly refer to portions of the book in their managers' meetings. And managers are referring to the book in their daily store meetings. If you haven't purchased a copy yet, what are you waiting for? For multiple copies, call us for volume pricing. For individual copies, there are also some very good deals to be had at amazon.

Go to our web site today where you'll find several other books in addition to RETAIL SUCCESS that George recommends. Check it out often, he keeps adding to the list.

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If you have an opinion or thoughts about any of the topics posted, I invite you to comment at retailerblog.com It's easy to do. And if you have a topic you would like to see addressed on the blog, send me an e-mail at george@whalinonretail.com.

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In addition to speeches and seminars, George also consults with retailers helping them improve the operation of their businesses. His consulting services include helping retailers with strategic planning issues, marketplace positioning, merchandising and store layouts, developing results-driven marketing and advertising programs, personnel management, and improving store performance. If you need solid, practical, proven insights and ideas to grow and improve your business, call us toll-free at (800) 766-1908.

We encourage you to pass this publication along to your associates and colleagues. If all or any portion of this newsletter is reproduced in another publication, attribution should read as follows: Copyright 2008. Reprinted with permission from George Whalin's Retail Management E-Letter. To occasionally reprint portions of this newsletter one time, no express permission is required. To reprint in more than one venue or multiple articles, please contact us at 800-766-1908 or info@whalinonretail.com.

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