Retailers Forum Magazine January 2022 EMAG

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FORUM WORKSHOP forumworkshop FRONT MAN ON THE FRONT LINE Your biggest responsibility is to make sure what the public sees in you is likable. All types of relationships and perceptions rest on that foundation. Recall the neighborhood stores of your youth. What do you remember most about those places? More likely than not, when you think of the store, the owner comes to mind: his personality, accent, laughter, or frown. The successful store owner is virtually inseparable from the store. The two create an identity, a unified whole. A store may change hands and be regarded as the same store. But with each new owner, the business assumes a new identity, a reflection of the owner’s personality. That’s something lost to the larger stores, the impersonal places that seem to dominate so much of modern retailing. Some retail chains try to reclaim this identity through advertising, using the company founder as a spokesperson espousing the store philosophy. Noble as the attempt may be, it’s just not the same as walking in and seeing that person stacking shelves or standing behind the register. That’s the kind of personal connection, the sense of one-on-one contact, that makes shopping the small store so special. People want to see and hear from the expert, the front man or woman who is the store. Personality is part of the appeal of the specialty store in today’s market. Every successful store provides an experience for the shopper, separate from the buying process. continued... Protect Yourself & Your Business Affordable Insurance for Retailers & Wholesalers • General Liability • Professional Liability • Errors & Omissions • Cyber Liability • Data Breach • Workers Comp • Fidelity Bonding • Bundled Packages • Umbrella Policies FREE QUOTES Hiscox Group has over 100 Years Experience in the Insurance Business Custom Tailored Just for YOUR BUSINESS www.ProtectionPlans.net Page 76 JANUARY 2022 | RETAILERS FORUM MAGAZINE
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etailers VOL. 41 NO. 9 JANUARY 2022
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Your FashionHeadquarters 100's OF I
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This is a Buying Guide for RETAIL S
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Retailers Forum Magazine January 2022 EMAG

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