Retailers Forum Feb. 2021 EMAG

forumworkshop
FORUM WORKSHOP
A sidewalk sale is another type of display.
For people who have never ventured into your
store, it gives them a good look at what you
carry if you put your usual merchandise on display,
rather than those things you want to get
rid of and donʼt intend to carry anymore. Keep
this in mind if you have the opportunity to participate
in this type of event.
The “Sale” has become
a standard way of doing
business for many large
department stores.
Thereʼs the everyday
low price sale, the every weekend sale, and the
“real” sale. A specialist in the everyday sale, Mr.
Mac (Mac Christiansen), a Utah clothing retailer,
trains salespeople to attach themselves
to a client as soon as one walks in the door. If
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you express interest, or even disinterest, the
salesperson will go “talk with Mac,” return, and
tell you the “real price,” which is predictably half
of the marked price, if the price is marked, or
half the original price the salesperson told you.
People who shop regularly, like myself, have
come to understand how the game is played. I
find one of my two regular salesmen, so as not
to be pestered by the others, and have him help
me. They keep records of their customersʼ purchases,
so they can offer me real assistance
finding the right sizes, and a suit or shirt that will
match the rest of Buddʼs wardrobe. Except for
the everyday-salesness of the system, they
offer the same service as the people at Classy
Lady. But it can be a little overwhelming for the
uninitiated; and I know people who wonʼt enter
the store because, they say, “the salespeople
are so pushy.”
continued...
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Page 42 FEBRUARY 2021 | RETAILERS FORUM MAGAZINE