Retailers Forum Magazine January 2022 EMAG

FORUM WORKSHOP
forumworkshop
If the store owner is obsessed with 1960s memorabilia,
his shop called My Back Pages could
be an emporium for all that defines a shared experience
to a select age group: the records,
posters, clothing, colors, and paraphernalia
evoking that time. The people who visit the
store expect the owner to know and be eager to
share everything they’d want to know abut
every item in the store. It’s your enthusiasm for
what you sell, and your caring manner, that
wins shoppers over so they want to return. You,
the store owner, become the symbol, the frontman,
for the store and all it sells.
To a certain degree, that identity lends itself to
nonstore selling as well. What matters most
there is creating an aura around yourself as the
expert. Don’t provide mail-order customers
with a catalog that simply lists products and
prices; tell the story
behind the merchandise.
How did you
find those one-of-akind
items you’re
promoting? Why did
you select these particular
flowers for
the Happy Birthday
arrangement shoppers can send anywhere? In
the store, the retailer’s identity is built through
interaction with customers. In catalogs or promotional
material, it’s the words and pictures
used, and stories you tell, that create an identity
for the store. Your enthusiasm for what you
sell – be it about great prices or great features
– and your eagerness to share it motivate the
shopper to place an order.
continued in next issue ...
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Page 78 JANUARY 2022 | RETAILERS FORUM MAGAZINE