Address the masses for next to nothing

Social networking is the practice of expanding the number of one's business and/or social contacts by making connections through word of mouth. While social networking has been around for almost as long as societies themselves have existed, the unparalleled potential of the Internet to promote such connections is only now being fully recognized and exploited, through Web-based groups established for that purpose.

‘Join us on Facebook’, ‘follow us on Twitter’ are just some of the invitation phrases we’ve become exceedingly familiar with. A good example is the store shown above. Their main focus in their windows was “Become a Fan on Facebook”. So they chose to focus on the network, rather than on the product! Quite a novel idea, I thought. It is a very eye-catching window, which definitely stood out from the rest of the mall’s windows, and yet the focus was on networking. There was no promise attached to the invitation, just a thought per pillow from other fellow fans.

I became the 18 263^rd fan of this store and now get regular updates of available products, new and trendy ideas, other consumers’ likes and dislikes, answers to queries which other people have… and the list goes on… So, 18 263 people are reminded of this store and it’s products daily and at a very minimal cost if anything at all! Clever, don’t you think?

Give a little, get a lot!

There’s this saying that goes ‘You have to speculate to accumulate’ which fascinates me! The concept of giving and running the risk of not getting anything back in return is daunting. Especially when it comes to the world of retailing, because margins are so vitally important. However, it seems to be working for those who follow the principle of believing that once you give, you almost always get back.

A therapist friend of mine recently started a practice and naturally needed clients. She joined a networking group and flogged free 1hr session vouchers to everyone at the event. That’s one hour of her time per person! 15 people responded to the offer and went along for a free session. That equated to R4 500 of her time in money. And yet, amazingly enough, every one of those clients committed to continue with therapy, which now equates to R4 500 of revenue per week! A big get for a little give…

Giving gift vouchers to use in your store is a simple, fun way to get new customers. Everyone likes to get something for free. When you give someone a gift voucher, they correctly see it as a generous gesture. It is a sincere invitation to visit your store or business and check out your products and services. You’re putting your best foot forward.

Giving away gift vouchers is really a super smart way to acquire customers at a very reasonable cost with very little risk. It costs you almost nothing to give away the gift voucher and (here’s the part I really love) it doesn’t cost you anything if they don’t use the certificate. You pay only for the customers you actually acquire! Just try negotiating a deal with your local newspaper where you pay only if your ad gets you new customers.

From - Marketing your Retail Store in the Internet Age by B. Negan.

Obviously he is referring to a voucher with ‘no strings attached’ here! You are giving for FREE. Because it has been proven that in the long run you always get something back. People tend to spend much more than the voucher amount, plus you’re starting the process of building a relationship with these customers and laying the groundwork for a solid future together.

Which means that even if you don’t always have the urge to give, you still only stand to gain. Which, hopefully, propels your heart to giving more next time…and then getting more. See what a wonderful cycle of goodwill and revenue you can create here? Go on, give it a shot!

Are you Cinderella or Cruella?

Have you ever noticed how many stores have stuck A4 printouts on windows or left them at till points to communicate a message? Messages ranging from new store times to promotions in the front of the store or even moving location notices.

I understand that it costs a lot less and can be done quickly by the store staff, but it really leaves a very bad impression. It’s tacky and does absolutely nothing for the brand. And we’re not talking small retail stores here! Big retail chains with large advertising agencies capable of creating great communication which can only enhance the brand’s image and therefore avoid any wrong impressions.

If time and money at store level are the reasons for these retailers just typing communication and printing it out in the manager’s office, surely each store could be supplied with a Corporate Identity Guideline Document? Which means they could still knock out something according to the guidelines and print it out at a very reasonable price – which will still be in keeping with the brand’s image?

Image is everything. Especially when it comes to customer perception. Randomly sticking a floppy piece of paper on any imaginable surface is like dressing up in haute couture for a the Prince’s ball and then going in slippers. And we’re not talking the glass kind. We’re dealing with total effect people. Always. Don’t ever lose sight of the big picture. Some stores are moving dangerously close to pumpkin hour.

Every sale starts with a Hello

When I was 19 years old I was hired as a casual at a small boutique in the mall down the road. As one would expect from a 19-year old, my only concern was the money I could earn.

I had no interest in the clothing I was selling or the customers that were frequenting that store. I sat at the cash desk and surveyed the store. I would greet customers and assist them if they asked for help. In my mind I was doing exactly what one would expect of a sales casual. To make matters worse, I was alone in the store on a Friday evening for 4 hours, as the regular manageress went home to her family.

I filled that position for about 2 months before I was fired… on a technicality of course. I was bitterly upset as I had no idea what I had actually done wrong!

After all, I was never interviewed to establish what experience I had or whether I was actually passionate about clothing, to begin with. Once I was employed, I got absolutely no training regarding sales either. No information on the product I was selling, no guidance on how to approach the customer, engage with the customer and sell the product. I don’t even think they told me how to dress for the job. I was 19, so surely I should have known all this? In your dreams!

I’m wondering how many smaller retail stores and even vendor businesses are doing the same with their casual staff today? So let’s focus on the lessons here:

Firstly, it’s vital to have passionate casual employees and not just people who are filling the gap when you are not there. They must be familiar with their environment and understand the market, and not just be in it to earn a quick buck.

Secondly, training is essential. Not merely teaching them what they are selling, but how to sell it too. If the casual staff can’t sell, should they be replacing the permanent staff at all?

I had the unfortunate experience of dealing with an unenthusiastic, untrained casual at a print shop the other day. Even if casuals only work 4 hours a week, to the world out there they are representing your store. The way in which they do it leaves an impression on all the customers they come into contact with. So make sure it’s a memorable and worthwhile impression. One that gets them to return again and again.

Hire for a great attitude, then make sure you teach all the skills required and then encourage the sale with an extra bit of oomph – which will obviously depend on the kind of business you have. But never, ever think this all comes naturally to a stranger off the street. It doesn’t. It is taught and enforced. Every time. Every day.

Display... A more impactful way.

Kitch or Clever? I’d say original. Have you ever seen a store front utilizing a 3-D approach to their windows OUTSIDE the store? Yes, they used plastic plants and birds nests to create the outdoor feel, which is certainly a different alternative to posters in the window. We often see beautifully designed areas with mannequins and props inside the windows, crafted to depict a theme or story. But having it outside, in order to create a more realistic effect, is definitely more impactful than most posters will ever be.

Well done to this Joburg pet store for its original approach to catching the passing traffic in the mall. Hopefully a stray cat won’t get too carried away…

Are your sales staff selling?

I was fortunate enough to spend time in the beautiful Robertson Valley this past weekend. Wine tasting, mountain biking, running, eating and enjoying the wares at the numerous market stalls. The Wacky Wine Festival is truly a great attraction which is luring loads of people to this wonderful area.

Whilst walking around the market I observed the usual hopeful “hello” from stall owners, the determined stares as I ogled their wares and the almost disappointed “thank you” as I moved on without purchasing.

I got exactly the same reaction moving from stall to stall, except for one. I was not in need of either of their product lines, and yet, I proceeded to purchase an item from both. Why? Well, they greeted me, as one would expect, and as I started browsing, they immediately stood up and enthusiastically started telling me as much as possible. In detail I learnt where the fabric came from, what it consisted of , how they dyed it and how many fantastic uses it has.

The same story ensued with the origin and uses of their natural body products, which caused me to purchase yet another promising product. Because I was sold on the products. Because they were engaging, chatty and informative. It was not an overpowering experience, but interesting and unexpected and enough to win me over.

I’m very temped to visit the mall this week and count how many times I get greeted, asked if I can be helped and exactly how many times the sales staff jump up to show me something interesting, something I didn’t know about the product in their store or just to see how engaging, chatty and informative they really are.

Basically, it would be really interesting to see how many sales staff are actually selling.

Get the whole sale in 5 minutes flat

Yesterday I experienced 'wholesale shopping' for the first time. It's not glamorous at all, and it was anything but convenient to get there, but the rest was a breeze!


I found their efficiency very exciting. That well-known outlet managed to get all the info they required to place me on a database in no time. Why else would they not let me shop there without a 'store card'?


They were super fast in issuing me a card, fully printed with my name and all my relevant details captured on it. Seriously, it took 5 minutes at the most. When I reached the till to pay, they swiped the card and my invoice had my name and address at the top. And when I opened my inbox this morning I had and email to welcome me to their world of shopping! Very cool.


The email outlined where I could find their stores nationally and what the chain offers me. They also invited me to get other information off their website, should I need to. Impressive, don't you think?


I rather look forward to seeing how they use my information to market their store to me in future. The possibilities are endless!

Shopping can be a real pick-me-up experience!

Inspiration comes in so many varied forms, which is why I tend to spend a fair amount of time in malls on the look-out for new and exciting displays, promotions and ideas.

On Monday morning I came across a fantastic idea I have never seen before, inside a mall. This ‘golf cart’ was carting customers wherever they wanted to go. I thought it was a brilliant idea because malls are getting larger as we speak and sometimes reaching the other side just becomes too daunting.

At times I have even considered going back to my car and driving to the other side of the mall when I am in a hurry and I have to do errands on the opposite end. That way I wouldn’t still have to walk all the way back to my car, once my errands had been completed. (And I’m an able and fit person who has absolutely no problem walking anywhere. But so many, especially the elderly, simply cannot manage that.)

To you this may seem like a fairly trivial mall offering, but to countless others it could open up a whole new world of shopping possibilities. I truly hope many more larger centres wake up to the immense benefits of this offering soon.