Game Changing Strategies for Retailers
In Game-Changing Strategies for Retailers, Matthews walks readers through the key elements of founding, maintaining, and growing a small business. Starting with an overview of the nature of small businesses, Matthews demonstrates the importance of business planning and the intricacies of daily operations, merchandising, marketing, real estate, and capital management.
The result is a compact but comprehensive resource small business owners and multiunit operators can access as the need arises. Within these pages lies the foundation for successful sole proprietorship or multiunit operations.
Grand Opening Guidebook
Congratulations on the opening of your new retail store! You have worked hard to make your store a reality –- now it is time to introduce your store to the all-important three-mile trade area surrounding it. Creating an exciting grand opening requires work upfront, but in the long run will make your store start off on the right foot in your community. It is critical to make a great first impression to both the community as well as your individual customers — and jump-start sales.
This guidebook is designed to give you “how-to” instructions to make your grand opening a huge success. The key to a great grand opening is to use a variety of techniques included in this manual to call attention to your new store. That way, you will significantly enhance your store’s image.
In the end, there are many results you should look to achieve with a successful event. All in all, your goal is to create a buzz in the community that your store is now open and ready for business. Successful grand openings are able to attract enough of their target customers to their store and then provide those customers excellent service and products that have them returning again and again. This is the great type of killer grand opening you want to experience at your own store!
Local Store Marketing for Retailers
It’s easy to get excited about your new business when your store first becomes visible to customers during your grand opening, but it’s another thing to generate this customer excitement some two years later. Successful retailers don’t fall for “the new guy” syndrome and develop marketing strategies to maintain their sales momentum well beyond their break-in period. These marketing strategies may include brand advertisements in newspapers, direct mail, radio and television–all the usual advertising options available to retailers.
But where the real war is won is in the trenches at the local store marketing (LSM) level. The most successful retailers win the battle for customer traffic because they make an operational commitment to local store marketing. They know local store marketing captures the entire customer base in the critical three-mile radius surrounding their store. In addition, they know that implementing local store marketing is low cost or no cost. (Notice I didn’t say “no work,” though!) Successful retailers effectively infuse their year-long promotional campaigns with local store marketing, building a strong sales foundation for sustained and long-term growth—and you can too! That is where this manual comes in.
Local store marketing is a “must” for you to fully capitalize on the sales potential of your store. Successfully capturing these customers will translate into both short- and long-term sales growth–in addition to effectively locking out your competition. The sales success of your store depends on you proactively going after sales using local store marketing, instead of passively waiting for customers to find you.