Retailers Forum Magazine April 2026
Monthly magazine for independent retailers, retail store owners and online stores. Every issue features interesting articles on how to start or expand your business along with news of the retail industry. In every issue we have ads from the country's leading wholesale merchandise sources where you can buy from to stock up your store or order goods to sell online. Visit our full site with 1000's of free articles and specials - all free at www.RetailersForum.com
Monthly magazine for independent retailers, retail store owners and online stores. Every issue features interesting articles on how to start or expand your business along with news of the retail industry. In every issue we have ads from the country's leading wholesale merchandise sources where you can buy from to stock up your store or order goods to sell online. Visit our full site with 1000's of free articles and specials - all free at www.RetailersForum.com
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S
URCES FOR GENERAL & VARIETY STORES
retailers
www.retailersforum.com
FORUM
VOL. 45 NO. 12
APRIL 2026
SPRING
SALES
ISSUE
Connecting Wholesalers and Retailers Since 1981
PREMIUM PREMIUM TRUCKING CONVENTIONS
AND CONVENTION
MADE IN USA
MADE IN USA
COST SAVING - FACTORY DIRECT FAMILY OWNED - BEST SERVICE
AFFORDABLE - STACKABLE
FOLDABLE - PORTABLE
30 YEARS IN BUSINESS
Steve.Finn@premiumconventions.net
www.displaybychoice.com
SHIPPING AND STORAGE
USE TO BE DISPLAY BY CHOICE LLC
Phone:702-281-3442
BACK LIGHT TOWERS WITH MERCHANDISE
40 X 40 DISPLAY LIGHTED SIGN & FOAM FLOOR
40 SLATWALL X 40 DISPLAY BACK WITH WALL LIGHTED & SEE THROUGH SIGNS GONDOLAS
20 X 30 FREE STANDING BOOTH 40 FOOT BOOTH IN 20 FOOT AREA CRATES CONVERTED TO TABLES
WHOLE BOOTH IN
THIS CRATE CONVERTED
TO TABLE
RISERS WITH BACK WALL ROTATING TOWER FOLDABLE PEDESTALS
FOLDABLE RISERS FOLDABLE RETAILERS GONDOLAS FORUM FOLDABLE MAGAZINE SHOWCASES
| APRIL 2026 Page 2
Leather products
Directly From Manufacturer
Mak Leather, with 26 years experience in crafting top-notch leather products, offers a a wide range
of of products, from jackets and vests to wallets and laptop cases and more. Whether you're interested
in in their stock items or or looking to create custom pieces, you can count on Mak Leather to to deliver
superior quality at at the best price possible. By purchasing directly from the manufacturer, you you can can rest rest
assured that that you're getting authentic products and the BEST PRICES.
• Custom products and and private private labeling labeling
•
Direct
Direct from
from
the
the
manufacturer
manufacturer
•
Full
Full line
line
of
of
products
products
including
including
Backpacks,
Backpacks,
vests,
vests,
billfolds, briefcases, laptop cases, and other high
billfolds, briefcases, laptop cases, and other high
quality leather goods
quality leather goods
makleather@gmail.com
makleather@gmail.com
www.makleather.com
www.makleather.com
Toll free: 1-877-625-7230
Toll ph: 716-873-1667
free: 1-877-625-7230
ph: Toll 716-873-1667
free fax: 1-877-698-8384
Toll free fax: 1-877-698-8384
asi/68595 • SAGE # 67924 • PPAI# 258110
asi/68595 • UPIC makgroup • SAGE # 67924 • PPAI# 258110
• UPIC makgroup
RAMSON’S IMPORTS, INC.
5159 Sinclair Road ,Columbus ,OH 43229
www.RIOhio.com
Email:info@RIOhio.com
(614) 846-4447
FAX: (614) 846-4809
Street Signs
$4.50 Each
Street Signs
$4.00 Each
Emb. Flag 3'x5' 210D
$7.00 Ea
Metal Signs
$5.50 Each
3’x 5’ Polyester Flags $2.75 Each & Up Min.100 pcs
100’s of flags to choose from
Hundreds of styles to choose from!
Hat Pins $6.00 dz
Garden Flag 4”X6” StickFlags
Emb. 12"X18" $3.50 dz
$42.00 dz
NEW ITEM!!
Metal License Plates
$3.50 Each
Belt Buckles $4.25 Each
Tri Fold Wallet
$5.00 Each
Patches
$1.00 each and up
Metal License Plate $30.00 dz & up
Lanyards
$3.75 Each
$60.00 dz
$60.00 dz
For More Stainless
Steel Crosses &
Chains
Visit our Website
www.RIOhio.com
Hundreds of styles to
choose from!
Gloves
$4.00 Each
Min.Order
$150.00
Wood Sign
$5.50 Each
Biker Rings
36 pcs/ut $36.00
ut
Sunglasses
$30.00 dz & up
Page 4 APRIL 2026 | RETAILERS FORUM MAGAZINE
Metal
Sign
$5.75
Each
Headwear
$2.00 Each &
up
This is a Buying Guide for
RETAIL STORE OWNERS
Presented within the pages are the latest offerings from the country’s
leading merchandise wholesalers. The advertisers herein sell strictly
wholesale and require that you purchase with the intent of reselling
through retail channels.
How To Use THis DirecTory
☛ Locate the products that interest you.
See our product directory located on
pages 6 & 7.
☛ Make direct contact with advertiser.
Most will have catalogs and price lists
for you.
☛ Order your merchandise, which will
be shipped directly to your store.
The ONLY Monthly National Magazine
for Independent Retailers
FORUM PUBLISHING COMPANY
383 East Main Street, Centerport, NY 11721
www.RetailersForum.com
CONTACT US:
TEL: 1-800-635-7654
FAX: 631-754-0630
Email: ForumPublishing@gmail.com
RETAILERS FORUM MAGAZINE | APRIL 2026 Page 5
Sell to over 60,000
stores through Forum
631/754-5000
Start.
USA COSTUMERS
Light Up Without
Lighting Up!
Grow. See our ad on Page 41
Repair.
Our specialty is helping small and
mid-sized businesses achieve success.
Contact us for free consultation.
1-800-433-7002
info@ForumBA.com • www.ForumBA.com
See our ad on page 56
LIGHT • Kits
E-CIG
see our ad on page 17
H2 E-Cig Round
Mouth Atomizer
$1.85
Electronic
Cigarettes
Full Service Wholesaler • We Ship Worldwide
• Disposables
• Atomizers
5mL Bottle
E- Liquid E-Juice
for E-Cig $1.30
• E-Cig Batteries
E-Case w/2
Cigarettes + 1 USB
Charger $10.50
E-Cig kit Includes 1 cig,
10cartridges, Wa l, USB,
Car Chargers $6.50
Round Mouth E-Cig
3.5ml Atomizer Set
w/Coil Heads $3.83
SMALL
BUSINESS
CONSULTING
ForumBA.com
Ad on Page 34
• E-Liquids
• E-Cig Accessories
TIME MAKES MONEY
TIME
WHOLESALERS
SHISHA Zero
Nicotine Disposable
E-Cig $3.45
www.Lightecig.com
see our ad on Page 43
We Dropship - Distributors WanteD • Scroll website to bottom - Click on WHoLESALE
SNEAKY SAVINGS ON SNEAKERS
See Our Ad on Pg 31
BLING IT ON!
HipWholesale.com
Does anybody
read these?
CALL 631-754-5000 and
you’ll get a FREE 3-mo.
subscription!
Congratulations to
LONG ISLAND,
NY
APRIL 2026
ADVERTISERS
INDEX
PLEASE PATRONIZE THE LEADING WHOLESALERS
WHO ADVERTISE IN
RETAILERS FORUM MAGAZINE
THE TRUSTED BUYING SOURCE FOR RETAIL STORES!
ADVERTISING
RATES 09
APPAREL
BOUTIQUE CLOSEOUTS 65
DD BULK 22
FASHIONABLE SALES 53
FLIRTY WHOLESALE 30
T SHIRT HOUSE 18
T SHIRT REP 61
UIN DEALS 55
USACOSTUMERS.COM 56
ASSORTED ITEMS
1 STOP WHOLESALE 33
AUCTION FINDER 66
BEAN WHOLESALERS 36
CLOSEOUTS FOR SALE 29
DOBA DROPSHIP 11
EVERYTHING CLOSEOUTS 28
EZ DROPSHIP 48
HEAVENLY WHOLESALE 58
MEGA UBID 62
RAMSONS IMPORTS 04
RUSH SUPPLIERS 24
BOOKS &
DATABASES
BUYERS CONTACTS
BACK COVER
CELLULAR
CELLCITY.BIZ 39
WHOLE-CELL 35
COMPUTERS
REFURB SHOPS 20
CONSUMER ELECT.
FIND IT CHINA 19
CREDIT CARD
PROCESSING
EXP MERCHANT 51
DISPLAY/SUPPLIES
& SERVICES
AVVO ADVISORS 44
E-STORE BUILDERS 54
E STORE SIGNS 23
3’x 5’ Flags $2.50 Each
Min.100 pcs
WHOLE BOOTH IN
THIS CRATE CONVERTED
TO TABLE
#1
BUYING GUIDE
FOR RETAIL STORES!
E-STORE SITES 50
FB CAMPAIGNS 64
FORUM ADVISORS 34
KWIK INC. 68
PAYROLL HELPER 70
PREMIUM CONVENTIONS 02
PROTECTION PLANS 40
TC SUPPLY 16
SALES GROUP BAGS 42
VACATION PROMO 52
WHOLESALESOURCES.COM
INSIDE BACK COVER
DROPSHIPPERS
DOBA DROPSHIP 11
EZ DROPSHIP 48
E-CIGARETTES &
SMOKE SHOP ITEMS
LIGHT E CIG 17
LOGIC WHOLESALE 27
USA VAPE DEALS 49
FOOTWEAR
SNEAKER CLEARANCE 31
HANDBAGS
BAG CLOSEOUTS 15
3’x5’Embroidered Flags $14.00 Each
View our 148 page Catalog online !
www.RIOhio.com
BAG VENDORS 22
HOME &
Hat Pins $6.00 dz
HOUSEWARE
MERCHANDISE REP 46
$36.00 dz
RUG PROFITS 63
$36.00 ut 72 pcs
JEWELRY/
ACCESSORIES
$18.00 dz
BODY CANDY HQ Garden Flags 41
$48.00 dz
BUND JEWELRY 21
Metal Signs
$5.50 Each
HIP WHOLESALE 47
3’x5’Embroidered Flags
JEWEL CLEARANCE $21.00 dz32
$14.00 Each
Tri-Fold
$5.00 Each
JEWELRY MINERS 59
SHAKE WHOLESALE 38
UNIVERSE WHOLESALE 57
LEATHER GOODS
MAK LEATHER 03
NOVELTIES
CARTOON CONCEPTS 20
COOL GLOWING 37
PPE SUPPLIES
Belt Buckles
$36.00 dz
$21.00 dz
$9.00 dz
Playing Cards
$24.00 dz
PPE STOCKROOM 69
$18.00 dz
5” Patches $36.00 dz
$39.00 dz
R/C & TOYS
$5.25 Each
RC VARIETY 45
Garden Flags
48.00 dz
Leather Wallets $5.50 each
Magnets 3”x8” $18.00 dz
WindSocks
$48.00 dz
Min.Order
$4.50 Each
SOARING $150.00
$42.00 dz
RC 60
SPECIAL FEATURES
FORUM WORKSHOP
$4.75 each
MADE IN USA 26
RETAILING NEWS Metal Plates 14
$27.00 dz
WHAT’S HOT 12
SPORTING GOODS
12” Metal Signs
OHIO KNIFE 13
12”x18” Metal Signs
$5.50 Each
Belt Buckles
$42.00 dz
$18.00 dz
$7.00 Each
SUNGLASSES
AMSTYLE 16
Patches $18.00 dz
Metal Sign
$48.00 dz
$30.00 dz
$5.00 Each
Belt Buckles
$36.00 dz
3pc Magnet
TRADE SHOWS
THE MARKET CENTER 18
WATCHES
& CLOCKS
TIME WHOLESALERS 43
WATCH DEALERS 24
WEDDING ITEMS
SMARTEST BARGAIN 67
WELCOME
NEW READERS!
Advertise in
See Page 9
12”x18” Metal Sign $5.25 each
BUSINESS BOOKS
www.BizBooks.org
SHIPPING AND STORAGE
USE TO BE DISPLAY BY CHOICE LLC
8” x 12” Metal Signs
MADE IN USA
COST SAVING - FACTORY DIRECT FAMILY OWNED - BEST SERVICE
AFFORDABLE $39.00 dz - STACKABLE
FOLDABLE - PORTABLE
Steve.Finn@premiumconventions.net
www.displaybychoice.com
Phone:702-281-3442
BACK LIGHT TOWERS WITH MERCHANDISE
$4.00 each
8” x 12” Parking Sign $18.00 dz
$15.00 dz
$15.50 Each
Leather Bracelet $18.00 dz
$24.00 dz
Best Friend Necklace
$24.00 dz/sets
1ut/5 dz Mood Rings $33.00 unit
Metal Sign
12”X18” $5.75 Each
PREMIUM TRUCKING AND CONVENTION
OUT OF THE BOX
30 YEARS IN BUSINESS
$36.00 ut/72pcs
$15.00 dz
BOOTHS!
Creative
Displays…
See our ad
page $6.00 02 dz Hat Pins Also
Gigantic
sold
Selection
by the
of Variety dozen! Goods
40 X 40 SLATWALL 40 X 40 DISPLAY BACK LIGHTED WITH WALL LIGHTED & SEE SIGN THROUGH SIGNS & FOAM GONDOLAS FLOOR
20 X 30 FREE STANDING BOOTH 40 FOOT BOOTH IN 20 FOOT AREA CRATES CONVERTED TO TABLES
36 pcBiker Ring
RAMSON’S
$39.00 unit
RISERS WITH BACK WALL ROTATING TOWER FOLDABLE PEDESTALS
See our Ad on Page 4
FOLDABLE RISERS FOLDABLE GONDOLAS FOLDABLE SHOWCASES
DROPSHIP TO PROFITS!
Tri- Color Necklace $18.00 dz
1000’s of Items
See our ad on Page 11
WHOLESALERS:
Increase Your Sales
By Advertising Here!
631-754-5000
Don’t Be A Drone!
BUY ONE!
www.RCVariety.com
See Our Ad on Pg. 45
VISIT FORUM ON
THE INTERNET
View our latest books at
www.bizbooks.org
WE HAVE BUYERS
Databases for ALL Industries
www.BuyersContacts.com
ADVERTISING INFORMATION
www.retailersforum.com
VOL 28 NO. 2
JUNE 2008
MARKETING TIPS!
MERCHANDISE SOURCES
RETAILING TIPS
SELL LIKE AN
EGYPTIAN!
Reach Active Buyers with our Print Readership
Plus over 265,000+ Page Views Monthly Online
✔ Apparel and Accessory Stores
✔ Card and Gift Stores
✔ Discount and Dollar Stores
✔ Distributors and Jobbers
✔ General Merchandise Stores
✔ Internet On Line Stores
✔ Mail Order Catalog Sales
✔ Novelty and Toy Stores
✔ On Line Stores
✔ Resort and Souvenir Stores
✔ Sporting Goods Stores
✔ Variety Merchandise Stores
✔ Wholesalers
ESTABLISHED IN 1981 as a buying source for store
owners and wholesalers, Retailers Forum offers advertisers
a large national circulation to showcase their products
and services. Many of our readers are located in rural
areas where access to merchandise is difficult, making our
magazine indispensable to their buyers.
Through our unique direct mail and trade show
circulation we constantly rotate our mailing lists, adding
new stores monthly enabling us to deliver new, fresh
buyers each and every month you advertise with us.
In addition to your print ad, your company will be
featured in our digital on line monthly version at
www.RFmagazine.com. Our online magazine produces
over 265,000+ page views monthly for our advertisers,
which is in addition to our print and mail distribution.
Your online ad will link to your website and email
address and we provide unlimited transfers from our
readers into your website 24/7.
FORUM PUBLISHING COMPANY
383 East Main Street, Centerport, NY 11721
www.RetailersForum.com
CONTACT US:
TEL: 1-800-635-7654
FAX: 631-754-0630
Email: ForumPublishing@gmail.com
Page 8 APRIL 2026 | RETAILERS FORUM MAGAZINE
retailers
ADVERTISING RATES
AD SIZE 1 ISSUE 3 ISSUES 6 ISSUES 12 ISSUES
1/8 Page $400 $300 $275 $250
¼ Page $525 $425 $400 $350
½ Page $625 $525 $500 $450
Full Page $850 $750 $700 $650
2 Pages $1,350 $1,250 $1,150 $1,050
Prices shown per month, above rates include full color printing
ADVERTISING SPECS
1/8 Page: 2¼" high x 3¼" wide
¼ Page: 4‚" high x 3¼" wide
½ Page:
Full Page:
Email or provide CD of ad in exact dimensions as JPG, TIF or preferred
PDF format in CMYK color, 300 dpi resolution only
✔ Monthly print and mail magazine
✔ Online magazine and search marketing
✔ Distribution at top trade shows
5" high x 7.5" wide or
10" high x 3.5" wide
10" high x 7.5" wide
FULL MARKETING PROGRAM INCLUDED >>
Printed Magazine
• Your ad is featured in our printed
magazine circulated to buyers
across the USA. Includes distribution
at industry’s top trade shows.
Complete Digital Magazine
• Your ad runs on-line at
www.RFmagazine.com
• Over 265,000+ monthly page views
• Active link to your website
Search Marketing
• Your company included in the
industry’s leading search engine:
www.supplier411.com
• Saturation marketing coverage on
our new wholesale portal: www.
wholesalesources.com
THE MOST COMPREHENSIVE MARKETING
As the ONLY national magazine for independent retailers we will introduce
your company and products to the country’s top retailers and online stores
every month. Our all inclusive marketing program includes BOTH traditional
print readership in addition to extremely popular online e-magazine which
uses cutting edge technology to provide readers a seamless experience.
TOP INDUSTRY TRADE SHOWS 2026
JANUARY
Atlanta Gift Fair
Los Angeles Market Week
Philadelphia Gift & Variety Show
Seattle Gift Show
The Merchandise Center, IL
FEBRUARY
Magic Sourcing Show
New York Toy Fair
Off Price Specialist Show
Rocky Mountain Gift Show
MARCH
ASD Marketweek Las Vegas
Atlanta Spring Gift Show
California Marketplace
Dallas Apparel & Accessories Show
Greensboro Gift & Jewelry Show
The Merchandise Center, IL
APRIL
Hawaii Merchandise Expo
The Merchandise Center, IL
MAY
Las Vegas Licensing Show
New Orleans Gift & Jewelry Show
Northern Michigan Gift & Souvenir Show
The Merchandise Center, IL
JUNE
Dallas Gift & Variety Show
Greensboro Gift & Jewelry Show
LA Fashion Market
JULY
Atlanta Gift & Home Furnishings
California Marketplace
Philadelphia Gift & Variety Show
The Merchandise Center, IL
AUGUST
ASD Market Week
Biloxi Wholesale Show
Off Price Specialist Show
New Orleans Gift & Jewelry Show
Rocky Mountain Gift Show TBD
SEPTEMBER
Asia America Wholesale Show
Dallas Home & Gift Show
Greensboro Gfit & Jewelry Show
Hawaii Gift Show
Norton’s Gift & Variety Show
Philadelphia Candy & Gift Show
The Merchandise Center, IL
OCTOBER
Dallas Apparel & Accessories Show
Las Vegas Souvenir & Gift Show
The Merchandise Center, IL
NOVEMBER
Gatlinburg Gift Show
Hawaii Merchandise Expo
New Orleans Gift & Jewelry Show
Smoky Mountain Variety
DECEMBER
Grand Strand Gift & Variety Show
Greensboro Gift & Jewelry Show
The Merchandise Center, IL
Our Large Holiday Issue Hits The Mails Before Thanksgiving to
Maximize Advertisers Results!
We provide physical magazines at shows or email free
digital magazine to attendees using Attendee database lists.
* Show schedules are subject to change without notice.
From the
PUBLISHER
Sales Can Flourish For Spring
MAY the showers of April be coins and
bills falling into your cash register this month.
We have had a decent first quarter amidst all
of the economic uncertainty we’ve had in the
country. All of us hope and pray for a fast end
to the recent Iran conflict. We stand a chance
after many decades of a stable middle east so
that is a good thing. In the meantime we will
have some pain.
THE first series of trade shows have come
and gone and over-all there was a good
attendance at most of our industry shows. I
was expecting, and hoping, to see more new
and unique products at the shows and was
disappointed that it was lacking. The key to
keeping your business strong is to be able to
add new and exciting products to offer your
shoppers. That said, I think sourcing will be
the retailers hardest job for this new quarter.
GETTING shoppers out there and doing
what we need them to do…shop, is no easy
task. Now that we are officially in our spring
sales season, we need to re-invent our sales
spaces and website pages and spruce things
up. Change over from the heavy winter
doldrums to the colorful and hopeful new
season.
THE environment of your sales space has
a great deal of power in determining whether
your shoppers will spend their money or
even enter your store for that matter. The
same goes for your online presence. Go
over your website design and spend some
time to spruce up your pages. A simple color
or headline style change will make a big
difference in the look and feel of your site.
There is a direct connection here that will
affect your sales and income.
SEVERAL of the big box competitors of
ours have shut down or are consolidating
these days. This is great news for the
independent retailer who can move quickly
and capitalize on their vacancies. We can
stock up immediately on items our shoppers
want and can no longer get at the stores that
have closed down. Thinking out of the box
can help you big time here.
DID a nearby Target store close down near
your store? Put a giant sign in your window
saying “Goodbye Target…Hello (your store
name here!) Let new shoppers know what
type of goods you sell, comparing yourself
to that closed store. Mention you have even
better prices. Do whatever you need to do to
take advantage of this opportunity to corral
shoppers who have lost their old stores.
Jump on this unique chance to expand your
business.
CREATE a plan for the spring and this
quarter. Attend some trade shows to meet
new suppliers and furrow out some new
merchandise. Spring is the time to flourish
and be alive, both for you and your store!
RETAILERS
FORUM
SALES & MARKETING
Gregory Brown
Tom Richards
Scott Savitt
Martin Stevens
OFFICE MANAGER
Leah C.
PRODUCTION
LAPIZ DIGITAL
CREDIT DEPARTMENT
Kristine Hines
CIRCULATION
Discount Reading Svc.
LITERARY STAFF
Patricia Luebke
Jason Meyers
Rachel Spearman
COLOR PRODUCTION
Anchor Imaging
PRINTING
Composing Room
ART DIRECTION
Gregory Stevens
Martin Stevens
OVERSEAS OFFICE
Trade Channel
N.W. Guineastr 30
2022 PA Haarlem
Netherlands
+31-23-531-90-22
Published Monthly by:
Forum Publishing Co.
383 East Main Street
Centerport, NY 11721
Tel: 631/754-5000
Fax: 631/754-0630
forumpublishing@gmail.com
www.retailersforum.com
44 Years
1981-2026
RETAILERS FORUM is published monthly at $75/year USA,
$125/year foreign.
Page 10 APRIL 2026 | RETAILERS FORUM MAGAZINE
Entire contents copyright ©2026 by Forum Publishing.
Publisher assumes no responsibility for contents herein.
First and third class postage paid at Centerport, NY. Bulk
mail paid at NY, Brookfield, WI and Hooksett, NH under
private mail indicia via publication mailing.
RETAILERS FORUM MAGAZINE | APRIL 2026 Page 11
WHAT’S HOT
For more information, contact:
www.BodyCandyHQ.com
For more information, contact:
www.BundJewelry.com
For more information, contact:
www.Forum123.com
Tel: 1-631-754-5000
PUT A HOLE IN IT!
THERE’S lots of profits in piercing holes into people’s body parts. I’m not
one to judge so if you want to pop a hole anywhere on your body that’s your
call. I will say that the industry is one that has boundless profits for those who
are selling the service of making the holes, providing the jewelry that goes into
the holes made, or both!
BODYCANDY HQ is your leading supplier for top quality and sterile body
piercing equipment and supplies. This is all they do for many years and the
prices will provide your service with great markups and happy customers.
When it comes to piercing materials the quality and sterlity of the items are
extremely important. BodyCandyHQ takes that all very seriously and strives
for complete customer satisfaction. Their knowledgeable staff will assist old
timers or newcomers to guide them to the best business practices.
THIS month’s hot item: Star CZ Belly Button Rings Piercings $9.75
BEADS & FINDINGS
THIS company is a rare find and one that is a favorite for retailers and
especially online sellers. The company is based as a factory direct seller
in China and passes on special deals and pricing that could only be found
directly from a factory who manufactures the merchandise.
JEWELRY beads and findings are the number one wanted product for
crafters and jewelry makers and they buy it up in large quantities when
they can find the goods. With Bund Jewelry you will be able to offer your
customers incredible prices and selection. With many items priced under
one dollar with small minimums this is the supplier you have been waiting for.
THEY ship worldwide daily and the shipping rates are extremely
inexpensive as the items are lightweight and China has very competitive rates.
THIS month’s hot item are 99 pieces stainless steel beads, Cube, Stainless
Steel Color, 4.5x4x3.8mm, Hole: 1.2mm for just $7.13 a package!
MAKE MONEY WITH
CLOSEOUTS
AS retailers, whether we are selling in a physical location or online we
need to have the most wanted goods at the best prices. The problem these
days is that goods have been costing more and our margins have been
shrinking. Retailers, flea market vendors and online sellers need to get
ahead of the curve.
THIS is why we all need to add closeout merchandise into our mix.
Closeouts are simply goods that have been overbought, packaging changed
or from a business that ceased. You can buy first quality items for pennies
on the dollar...WHEN you know where to buy them. Our CLOSEOUT
DIRECTORY shows you where with our listings of 100’s of closeout
dealers. Just $29.95 book or PDF.
Page 12 APRIL 2026 | RETAILERS FORUM MAGAZINE
OHIO
KNIFE
wholesale wholesale distributor
distributor
909 909 EAST EAST WAYNE WAYNE STREET, STREET, SUITE SUITE 119 119 • CELINA, OH OH 45822
Visit
Visit
Our
Our
Website:
Website:
www.OhioKnifeSales.com
www.OhioKnifeSales.com
Apply
Apply
for
for
Dealership
Dealership
Online
Online
PHONE: 419.549.8200
KNIVES • • SWORDS • SHARPENERS • ACCESSORIES • HUNTING BLINDS & MORE
MORE
NEW NEW PRODUCTS ADDED WEEKLY • LIMITED QUANTITIES ON ON ALL ALL SALE SALE ITEMS ITEMS
FREE Shipping on on your First Order of $ 100.00 or More When You Mention This AD! AD!
CALL FOR SPECIAL PRICING DEALS!
WE are a full line distributor for all the many brands we carry.
We We also have a full complement of Cold Steel Blowguns and Accessories.
OHIO OHIO KNIFE-Tactical D-2 D-2 Steel Steel CNC CNC
Black Black Alum Alum • Item#: • Item#: OKT-500BK
$ $
36.99
OHIO KNIFE-Tactical D-2 Steel CNC
Green Alum • • Item#: OKT-500GN
HOT
NEW
ITEMS!
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RETAILING NEWS
Canadian Outdoors Retailer Eyes Possible Sale
ROOTS Corp. (Toronto) said its board has launched a review of strategic alternatives to identify
opportunities to maximize value for all shareholders. During that process, the board will analyze and
evaluate a range possibilities, including, but not limited to, a sale of the company, the outdoors retailer
said in a news release.
“THE company has decided to publicly announce this strategic review as part of its value-maximization
strategy while continuing to execute its current business plan,” that statement said. “The company does
not intend to disclose developments with respect to the review unless and until the board has approved
a specific transaction or otherwise determines that disclosure is appropriate or required by law.”
IN its most recently reported quarter, ended Nov. 1 of last year, the retailer reported sales of $71.5
million, up 6.8% from the same period a year earlier, and net income of $2.3 million, a drop of 4.5%.
OPERATING under the slogan “At Home with Nature,” Roots sells apparel, leather goods, footwear and
accessories. Founded in 1973, the chain operates 100-plus stores in its home country and two in the U.S.
(in Birmingham, Mich., and Park City, Utah), along with about 100 partner-operated stores in international
markets.
Target’s New CEO Unrolls His Blueprint for Growth
ONE month into his tenure as the top boss at Target Corp. (Minneapolis) Mike Fiddelke has unveiled
a $2 billion plan for revitalizing the once-trendy chain. The retailer detailed that roadmap in its annual
meeting with financial analysts that was held a few hours after Target released its year-end results for
2025, which showed the discount retailer continues to struggle on a number of fronts.
THE plan includes two major initiatives: the first involves increasing its capital investment plans by more
than $1 billion in 2026 — for a total of roughly $5 billion — to support new stores and ongoing remodels,
technology and supply chain investments. More specifically, the retailer expects to open more than 30
new stores this year as part of its path to 300 new stores by 2035, while also investing in over 130 planned
full-store remodels.
Â
Â
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More changes within all stores than any year in the last decade, including updated floor plans and
enhanced in-store displays across the chain to spotlight top items, new styles and key partnerships.
Hundreds of millions of dollars in additional store payroll and training in 2026. The investment is
designed to drive greater consistency and help teams deliver an in-store experience centered on
being delightful, inspiring and easy.
Increasing spending on brand marketing and new technology, including AI.
“THIS new chapter of growth at Target is defined by clear choices and rooted in a deeper understanding
of our unique lane in retail, the guests we serve and the areas where we’re distinctly positioned to win,” said
Fiddelke. “This work is underway, and by putting style, design and value at the center of every decision,
we’re making big changes to lead with a trend-forward assortment, elevate the guest experience,
accelerate with technology and equip our teams to deliver the most delightful experience in retail.”
For Late-Breaking Industry News Visit: www.RetailersForum.com
If It Affects Retailing We Report On It!
Page 14 APRIL 2026 | RETAILERS FORUM MAGAZINE
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Page 18 APRIL 2026 | RETAILERS FORUM MAGAZINE
RETAILERS FORUM MAGAZINE | APRIL 2026 Page 19
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RETAILERS FORUM MAGAZINE | APRIL 2026 Page 21
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RETAILERS FORUM MAGAZINE | APRIL 2026 Page 23
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RETAILERS FORUM MAGAZINE | APRIL 2026 Page 25
FORUM WORKSHOP
Getting
forumworkshop
and Keeping
Getting & Keeping
Your Shoppers
Your Shoppers
In Any Economy
in A N Y Economy
In today’s marketplace, offering a quality
product or service experience is no guarantee
you will attract or retain customers. Likewise,
providing a variety of sales or purchase incentives
doesn’t necessarily convert consumers to
customers. There is more competition everywhere,
be it in your product or service category
or for alternate uses of the consumer’s monetary
resources. Decisions are not limited to
choices between brand A and B, but also
whether to spend on something else or save.
Achieving success in service or sales starts with
understanding the customer and knowing how
to respond. This is easier said than done. Given
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or hurting you attract customers? What can
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your competition?
There is no single answer or set of answers to
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that they are able to read and respond to the
needs and desires of their customers. Moreover,
they are able to convey this understanding to
their employees. And, in doing so, they have
Page 36
DECEMBER 2017 | RETAILERS FORUM MAGAZINE
their employees respond appropriately at the
point of encounter with the customer. By meeting
the needs and desires of the customer, they
convert one-time consumers into loyal customers.
Understanding the customer, motivating the
employees, and communicating with responsive
messages are all important characteristics
of those successful at service and sales excellence.
The interrelationship of these seemingly
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environment which leads to success.
The common denominator is recognition of the
customer as the unifier. So let’s start with understanding
more about customers.
Understanding
Customers
Studies show that it costs you five times as
much to attract a new customer as it does to
retain an existing one. In today’s business
world, most companies are scrapping for every
possible customer. This article will present a
number of ways how you can find new customers.
But its major focus is on customer retention.
After all, not only is keeping customers
more financially expedient, but every time you
find, condition and sell a new customer, you’ve
got to take steps to keep that customer too.
continued...
Page 26 APRIL 2026 | RETAILERS FORUM MAGAZINE
RETAILERS FORUM MAGAZINE | APRIL 2026 Page 27
A quality service or product is always a major
factor in any company’s success. The companies
that are the most successful, history shows
us clearly, are those that also know how to treat
their customers right.
Preconditioning
➵Understanding your customer is
as essential to providing on-target
service as it is to closing a sale.
It is important to understand the customer’s
needs and wants in order to position your
product or service sales message in line
with the customer’s expectations.
Even if all of these considerations are
explored, there is still the base-level
conditioning of the customer’s attitude
that you need to take into account.
forumworkshop
FORUM WORKSHOP
Today more than ever, customer’s attitudes
have been preconditioned. Many are cynical
about service personnel. Price changes, unmet
promises, and encounters with poorly trained
workers have all contributed to this preconditioning.
Everyday experiences often reinforce
this preconditioning, resulting in customer cynicism.
This preconditioned cynicism may be the result
of many other factors as well. Attitudes and beliefs
learned from parents and peers, societal
events, personal experiences, accumulated and
current circumstances in life all precondition
consumers’ attitudes.
How do you capitalize on this preconditioned
consumer to convert him to a purchaser and a
repeat customer?
continued...
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What should your sales pitch say to be believable?
How should your point of encounter
employees respond? Well, it all depends on
specifically how that customer has been preconditioned.
It also depends on the motivating
factors driving that consumer. Is it price? Is it
service at a price? Is it ego? Is it efficiency? Is it
one or all of these factors, or a multiple of other
reasons? One thing we do know – what ever it
is – this preconditioning projects itself into customer
attitudes that the attuned salesperson or
marketer can read clearly.
Attitudes
forumworkshop
FORUM WORKSHOP
Sometimes you can “see” an attitude. Picture
someone walking up to a hotel check-in desk
with a reservation confirmation slip of paper in
his hand. What do you think his preconditioned
attitude is telling him? What do you
think he expects might happen if he didn’t have
that confirmation number and printed slip of
paper? Now picture a person striding towards
her bank teller, holding out a countersigned
check and ID card. Do you think this person
wishes to dawdle and engage in a leisurely conversation?
Does she want to hear about all the
bank services available?
$¢$¢$¢$¢$¢$¢$¢$¢$¢$¢$¢$¢$
It doesn’t require a Ph.D. in psychology to understand
the signals being sent by consumers. But
knowledge of human nature is necessary to help us
recognize and respond to these signals. Think of the
people who represent service excellence to you. The
smart company sends out a marketing message that
is able to meet a wide range of preconditioned consumer
needs.
continued...
Page 30 APRIL 2026 | RETAILERS FORUM MAGAZINE
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forumworkshop
FORUM WORKSHOP
Attitudes can be influenced prior to,
during, and after the actual sale. Those
influenced by the quality of the service
or product and the flux of the buyer-seller
relationship are called “internal.”
“External” attitudes are less under your
control, but can be just as important in
the successful service of your customers.
Internal influences include everything from the
initial marketing message to the actual service
offering or product itself. The marketing messages
shape an expectation. This expectation
will either be raised or lowered upon initial
contact with the service or product. Let’s take
as an example an advertisement that promises
a full-size or luxury automobile for a weekend
rental. If the advertisement shows a Buick, the
consumer will
not feel fulfilled
with anything
less than
a Buick. The
consumer’s expectation
will
be further reinforced
upon arriving
at the
rental car lot, if he sees several Buicks awaiting.
His expectation may even be raised if he also
sees several Cadillacs in the lot. However, if he
sees only mid-sized and compact cars, his expectations
will be lowered and any cynical preconditioned
attitude will be reinforced. Note,
his attitude and expectation levels have been
shaped before he meets or talks with any point
of encounter service personnel.
continued...
Page 32 APRIL 2026 | RETAILERS FORUM MAGAZINE
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FORUM WORKSHOP forumworkshop
External influences have
nothing to do with your
pre-sell messages or
service/product offering.
Take, for example,
the teller who extends a
pleasant greeting only to
encounter an irate “Can you move any faster?”
or consider the front desk clerk who says, “Welcome,”
and is met with silence, a credit card,
and a look that says “One mistake and I’ll make
you regret it.” The teller doesn’t know the customer
received a ticket for speeding only five
minutes prior. The front desk clerk has no idea
the guest was delayed four hours because of an
overbooked flight. These service personnel
have to know how to deal with customers who
have just gone through a severe attitude-changing
experience.
The behavior of the consumer is preconditioned
by both the messages you send and by
the external influences received prior to the
purchase experience. Knowing what to say in
your messages and how to handle the unexpected
attitude are but two of the keys to keeping
customers. How the consumer’s attitude
has been preconditioned is a variable that both
marketing and service must constantly monitor
if you are to achieve service excellence.
Reactions
HOW THE EMPLOYEE REACTS TO
THE CUSTOMER’S BEHAVIOR
BECOMES THE PIVOT POINT IN THE
GAME OF KEEPING CUSTOMERS.
continued...
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Page 34 APRIL 2026 | RETAILERS FORUM MAGAZINE
RETAILERS FORUM MAGAZINE | APRIL 2026 Page 35
FORUM WORKSHOP forumworkshop
If you react personally to an irate individual
unfairly attacking you because of an external
influence of their attitude, that will likely result
in a “lose-lose” scenario. To play the game of
service excellence requires reacting with the
emphasis of acting. A good actor goes by the
script and when necessary improvises. A good
service employee learns to “act” according to a
response script and, when required, takes on
authority to resolve problems.
Not everyone is capable of controlling
and modifying their reactions. Some
individuals can truly adapt, pretend they’re on
stage, and perform flawlessly under most any
attitudinal barrage. Others react to the first
volley of their own. When this occurs,
it is usually a customer lost forever.
One key to controlling or modifying a reaction
is to have the proper training. View the road to
keeping customers as a game or play. You need
the rules or script to win. You might find a great
improvisor, but that is the exception. The rule is
training.
Responses
☺With proper training, you can
convert reactions to measured responses.
You can meet hostile attitudes
with disarming phrases. Just
as the actor who trains becomes flawless in the
execution of his lines, so, too, will the service
employee. The satisfaction of a good performance,
of winning the audience or customer over
enhances the work environment and enriches
the individual psyche.
continued...
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FORUM WORKSHOP forumworkshop
There is no single course or
bible of reaction/response
phrases that provides all the
answers. There are too many
individuals, attitudes and
circumstances to deal with
in virtually any business.
But there are helpful ideas to be garnered from the
plethora of materials available. Empathy training
can be a major key to the many steps needed to keep
customers.
with their responses. So, before you sign everyone
up for empathy training, take the time to
assess their likely success at servicing or selling.
Consider their attitudes and personalities. Are
they of a nature that allows them to step into
the actor’s part? Can they respond to attacks
peacefully – neither lashing back at the customer,
nor tormenting themselves by holding
in all their anger? And, do they possess the ability
to bounce back after momentary reflections
and respond with the poise of the good actor?
It may come as no surprise, but not everyone
is capable of a controlled response or trainable.
Some individuals are bad actors. They just
do not have the bravery, the split-second timing,
or the psychological make-up to go on
stage. Others, akin to uncoordinated dancers,
will consistently step on the customer’s toes
Empathy training helps in the reactionary
process to recognize and respond to
diffuse the negative and reinforce a
“bond” between customer and employee
by selecting the proper response.
continued...
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forumworkshop
FORUM WORKSHOP
In point-of-encounter service situations, the selection
of the appropriate response results in
keeping the customer or customer satisfaction.
The wrong response results in the likelihood of
losing the customer. While this sounds simple,
there are pitfalls along the way to be avoided.
These include one of the biggest of them all –
failing to communicate the importance of winning
to your employees.
You will never be successful at service excellence
or retaining customers until your employees
understand
why their winning
performance
is so
essential. You
will dramatically
sponsive
increase
your odds of winning back existing customers
and closing sales if you also remember to communicate
rewards (verbal, written, or financial)
to those who performed well. After all, isn’t
that what a true performer expects and lives for
–the recognition and reward?
Moving Targets
Today, more than ever, customers are a moving
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how to deliver quality service means
you must see the customer’s point of view.
This means you must have a customer orientation
throughout all your customer service programs
and practices. You must also have a sales
message which causes the consumer to be reand
select your product or service.
continued...
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forumworkshop
FORUM WORKSHOP
In examining where customers are coming
from, you have to put yourself in their shoes.
You purchase many companies’ services and
products. What has your personal experience
taught you? One of the first things you must
have discovered is that quality service has become
rare. Over the years, thousands of people
& companies have loudly claimed their quality,
but how many have actually delivered? Even
companies that have managed to live up to
their claims later scaled back their efforts, some
in order to achieve more profitable operations,
some out of a lack of will or loss of purpose.
Any number of firms have cut costs,
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assure a quality delivery system.
Many of these
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service when
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dissatisfaction.
continued...
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RETAILERS FORUM MAGAZINE | APRIL 2026 Page 43
FORUM WORKSHOP forumworkshop
The toughest place to judge consumers’
attitudes and the quality level of service &
products is always your own business.
Experience helps, but cannot be relied on solely.
Where do you begin to get a current and true
fix on your customers and their attitudes?
There are a number of information-gathering
techniques you can employ. The most important
start is for you to have an objective and ongoing
approach to customer feedback.
Listening & Other
Techniques
The basic customer feedback technique is called
listening. At its most rudimentary, it consists of
a customer talking – or even not talking – and
you figuring out what he really means. There
are other techniques. They range from simple
informal mechanisms to complex long-term
professional services. What works for you
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techniques and services which may help you.
continued...
Page 44 APRIL 2026 | RETAILERS FORUM MAGAZINE
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RETAILERS FORUM MAGAZINE | APRIL 2026 Page 45
forumworkshop
FORUM WORKSHOP
Comments/Complaints Form
The easiest and least
complex type of
feedback process is
a “comment card”
or complaint form.
A simple review of
these on a regular
basis will reveal
areas where problems
are becoming
serious. Repeat
complaints should
immediately make your priority list. One of the
most important things you can do is seek the
customer’s name, address and phone contact
on these forms. Most people are preconditioned
to believe that it’s not worth their time to complain
because no one ever responds. If you do
respond and do so fairly, instead of losing a
customer, you may be on your way to retaining
one.
Questionnaires
Questionnaires are an extension of your comments
form, with a greater number of probes
for key areas and the opportunity to quantify
results for trend analysis. Also, you can use
questionnaires to identify new opportunities.
The key to questionnaire usage is to make sure
the questions elicit truthful, valuable answers,
and to judge the responses in more than a superficial
manner. People are usually happy to
tell you what they think; why they think that is
much harder to derive.
continued...
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RETAILERS FORUM MAGAZINE | APRIL 2026 Page 47
FORUM WORKSHOP forumworkshop
Customer Service Index
more progressive firms, such indices serve both
as an awareness mechanism as well as a motivator
to perform. Some firms establish healthy
competition between units and use “scores” as
a means of reward.
Focus Groups
Often referred to by many different names such
as quality delivery index or customer relations
profiles, a customer service index provides an
ongoing quantifiable measurement of your
comments or questionnaire feedback. Their
measurements can be viewed by time periods,
geographic area, stores/operating units, etc. In
Sometimes questionnaires or comment cards
only provide surface clues or trends which
need further qualification. Focus groups are an
excellent technique when more in-depth probing
is required. Focus group research should be
conducted by qualified professional organizations.
There are many benefits for using professionals,
beginning with the actual design
process, to use of trained moderators, to the
data interpretation and applications.
continued...
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Page 48 APRIL 2026 | RETAILERS FORUM MAGAZINE
RETAILERS FORUM MAGAZINE | APRIL 2026 Page 49
FORUM WORKSHOP forumworkshop
Shopper Services
Customer Perspective Audit
These are firms who
provide a comprehensive
program of purchasing
your product
or service offering and
reporting back to you
on their findings. This
service can be invaluable at helping you spot
major and minor problems in your delivery,
and a variety of employee-related problems
you might be unaware of in your operations.
Some firms will even provide mystery shoppers
who reward your employees for superior
service on a surprise basis.
One of the most comprehensive techniques to
understanding the total of your customers’
perceptions is to have a “customer perspective
audit” conducted. This analysis begins with
your pre-sell messages (advertising, packaging,
promotions, etc.), and continues through the
entire customer relationship process to the
post-sell follow-up. The CPA usually begins
with a comprehensive audit/check list which
goes item by item through all point of encounter
interfaces with the consumer. Conducted
properly, this process may impact
everything from your advertising to your
billing and sales procedures.
continued...
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RETAILERS FORUM MAGAZINE | APRIL 2026 Page 51
forumworkshop
FORUM WORKSHOP
Gap Analysis
While the customer perspective audit
will provide you with an indicator of your
total quality/service delivery process, a gap
will always exist between the results of
these findings and your own or
management’s opinion(s).
A Gap Analysis utilizes quantitative and qualitative
research methodologies to take a “perception
reading” of both your own
management’s perspective of its quality service
delivery and the consumer’s perspective. For
example, on a scale of percentages, the consumers’
ratings may be at 60 percent (fair performance)
and management’s may well be at a
90 percent rating (excellent performance.) Thus,
a 30 percent gap is evident between what the
customer is experiencing and what management
believes it is delivering.
THROUGH USE OF FOCUS GROUPS
AND SOME OF THE OTHER TECH-
NIQUES DESCRIBED, THE REASONS
FOR THE GAP AND, MORE IMPORTANT,
THE SOLUTIONS TO CLOSE THE
GAP CAN BE IDENTIFIED.
continued...
Page 52 APRIL 2026 | RETAILERS FORUM MAGAZINE
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RETAILERS FORUM MAGAZINE
ales.com
| DECEMBER 2025 Page 53
forumworkshop
FORUM WORKSHOP
There are
more techniques
and
forms of
quantitative
and
qualitative
research
available.
The important
point
is that listening to your customer is critical to
offering excellence in service delivery and to
keeping customers. It also helps you attract
new customers by identifying their needs.
Careful listening will also let you target your
marketing messages more precisely. Most important
of all, you should receive the information
you need to take appropriate action.
What you learn
from these various
feedback mechanisms
might be
Acting
✍
categorized into
two types of findings.
First there’s
the knowledge that is nice to know but not
going to help you keep or retain customers. The
second type is knowledge that is usable and
will help you in your business activities. Obviously
it is important to discriminate between
the two, and try to attain as much as you can of
the second type. Look for findings that suggest
change in the following areas.
continued...
Page 54 APRIL 2026 | RETAILERS FORUM MAGAZINE
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RETAILERS FORUM MAGAZINE | APRIL 2026 Page 55
FORUM WORKSHOP forumworkshop
Pre-sell Message Signals
Purchasing Process
Are your customers
telling
you you’re not
addressing
their needs or
overpromising?
Is your
pre-sell image
in line with the
consumers’
perceptions? Is your pre-sell message competitive
or a strong enough motivator to cause action?
Are your pre-sell messages being sent to
the right target(s) with the right content? Are
they sent frequently enough?
Is the point of encounter easy to reach or do
you have too many roadblocks? (Roadblocks
might be: phones that ring too long, hours that
are too short, staff that doesn’t
have the answers, lack of
selection choice, inflexible
pricing or payment policies,
etc.) Once the consumers
have reached the point of
encounter, will they find it
pleasant and efficient? Simple
things like cleanliness,
appearance and elimination
of hassles are very important
to the customer.
continued...
Page 56 APRIL 2026 | RETAILERS FORUM MAGAZINE
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RETAILERS FORUM MAGAZINE | APRIL 2026 Page 57
FORUM WORKSHOP forumworkshop
Keeping people waiting needlessly loses
customers more easily than checking them
out efficiently retains them.
☹
Are you taking inventory of
the customer’s payment? Are
you doing it efficiently? Are
you offering the customer the
choices of payment they desire
versus what you want? It
always amazes me to have my American Express
card out, ready for prompt point of purchase
payment, and to be asked: “Would you
prefer to use Mastercard or VISA, or open a
store charge?” NO! Why are you wasting my
time and irritating me? What is even more
amazing, is when you get the same question
and you’re paying with cash in your hand.
The point of payment is a sensitive moment.
Seize the opportunity. Compliment the customers
on their purchases and efficiently accept
their payment. Listen to what they tell you –
whether it’s about the product, their buying experience,
their frustration, or how happy you have made
them.
continued...
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FORUM WORKSHOP forumworkshop
Pre-sell Strategies
Think of your last five purchases and ask
yourself, did anyone offer you a reason or incentive
to come back or purchase again? Now,
think about your own business – your last five
point of
purchase
interfaces.
Did you
make any
offer or
provide
any incentive?
What are
you providing
that customer as an incentive to return? Do you
have a process installed to follow up and ask
your customer if they need more help or are
satisfied with their purchase experience? Don’t
let your competition outsell you at this point –
or they’ll retain not only their customers better,
but your as well!
In summary, understanding your customer is
the first and most important step toward
keeping customers in good times or bad.
Recognizing their current attitudes may well be
premised on preconditioned reactions to events
and experiences. Don’t react, respond after listening.
Taking the time and using appropriate
listening techniques will result in useful steps
to help you meet the consumers’ needs and fulfill
their expectations.
continued...
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Page 60 APRIL 2026 | RETAILERS FORUM MAGAZINE
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RETAILERS FORUM MAGAZINE | APRIL 2026 Page 61
FORUM WORKSHOP forumworkshop
Your product/service
delivery system
from pre-sell to
post-sell will be in
line with the current
needs of the consumer.
And your
sales messages and
motivators will be on
target. The results
will be a quality
service and sales experience that will please
both you and the customer. For now, you have
converted the consumer to your customer.
PERFORMING TO
KEEP CUSTOMERS
Types of Customers
& Their Signals
Employees should know
how to listen and view
customers. Just as psychologists
and behaviorists
are trained to read
expressions and gestures,
so too can the point of encounter
employee. Customers
continually send signals, some friendly
and some hostile! These signals provide rules
as to when or how to respond, and call for appropriate
actions.
continued...
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Page 62 APRIL 2026 | RETAILERS FORUM MAGAZINE
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forumworkshop
FORUM WORKSHOP
Most who have put their time on the
front line at the point of encounter
have their own nomenclature or
categorizations of customer types.
The categories and labels may vary, but the signals
sent are universal. While it is virtually impossible
to describe all varieties, here are some
types of customers you may well identify with
and tips on how to deal with them.
Fast Freddie
Look for the man in motion, arms outstretched,
wallet or credit card in hand,
heading full steam ahead toward the point
of encounter. In his office, he is the multiple
paper, phone line and meetings specialist.
Fast Freddies
want
you to
move with
the speed
of lightening,
anticipate
their
needs before
they
speak, and
to respond
instantaneously.
They don’t want to hear “I’ll be with you in a
minute.” They want you to run their charge
card through in record time so they can be on
their way.
continued...
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Page 64 APRIL 2026 | RETAILERS FORUM MAGAZINE
RETAILERS FORUM MAGAZINE | APRIL 2026 Page 65
FORUM WORKSHOP forumworkshop
The best way to handle Fast
Freddies is to be polite, efficient
and, if you can, keep
them busy during the sales
transaction. Don’t take their
time, unless it’s focused on
expediting their departure.
Fast Freddies love efficiency
and can’t tolerate slowness. To win a sale, ask
them to help expedite the process; they are
likely to pick up the pen and sign the contract.
On the other hand, drag-on (or overkill) is
likely to result in their saying they just have no
more time and will have to get back to you another
day. Sale lost!
WATCH FOR THEM. THEY ARE
COMING THROUGH YOUR
FRONT DOOR RIGHT NOW.
Slow Sally
Friendly, warm, and conversationally oriented,
Slow Sallies are the opposite of Fast Freddies.
Slow Sallies view the point of encounter
transaction as more of a social event than a
process. They tend to view the point of encounter
employee as a new-found friend and
want to exchange pleasantries. Indeed, Slow
Sallies want the conversation to go beyond the
pleasantries to more time-consuming topics.
Slow Sallies want you to reply, but more importantly,
want you to listen. The actual sale or
transaction is secondary to the “event.” For
Slow Sallies, this “event” is what the day is all
about. They like people – especially those who
will let them talk and show interest.
continued...
Page 66 APRIL 2026 | RETAILERS FORUM MAGAZINE
FORUM WORKSHOP forumworkshop
Slow Sallies can be among your best repeat customers.
You just need to recognize that it is
worth your while to take your time with them
and that they really will purchase.
Of course, Slow Sallies come
in both sexes. They can be
found most often in areas
where retired and elderly
people dwell.
Loud Larry
Happy or unhappy, Loud Larries want everyone
to know they are there. Loud Larries want
attention, recognition, and to be the center of
the transaction. To some degree, the transaction
is also a social event, but one at which they are
the center of attention.
W h e n
happy,
Loud Larries
want
all to know
that they
are buying,
what they
are buying,
and from
whom. This
event can
be a happy
occasion,
like a wedding. However, when Loud Larries
are unhappy or feel they have been wronged,
they also want the whole world to know.
continued...
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RETAILERS FORUM MAGAZINE | APRIL 2026 Page 67
FORUM WORKSHOP forumworkshop
Encouraging Loud Larries to talk about how
much they like the goods, service, or treatment
is like a radio commercial on full blast. You may
as well take advantage of the free air time and
reply and respond on cue. When Loud Larries
switch to the boisterous complainer, efficiency
and turning down the sound become priorities.
Take care of their needs and dismantle their attacks
immediately. Your instantaneous reply
and right response will tone them down.
In fact, if your policies are flexible enough, give
a Loud Larry just about anything beyond what
he expects and he will revert back to the positive
radio commercial with the push of a button.
If you want to close a sale with a Loud
Larry, consider using him as a testimonial in
some fashion. Remember, he likes to hear, see,
and read his name. You may just find an insatiable
repeat customer and, at a minimum, a
loyalist out pitching your brand with a vocal
broadcast. Word of mouth works, and Larry’s
got a big one.
Lost Lucies can
be spotted looking
around and
give the appearance
of being
preoccupied, in
a daze, or directionless.
She
probably
doesn’t know
what to ask, or
how to start.
Lost Lucy
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Page 68 APRIL 2026 | RETAILERS FORUM MAGAZINE
FORUM WORKSHOP forumworkshop
=========== forum workshop============
A simple “May I help you?” or “What can
I do for you?” may be enough to get a Lost
Lucy to open up her mind and focus on what
you want them to – buy your product or
service. A harsh, curt, or complicated
reply will cause a Lost Lucy to slide
back into the other world.
Lost Lucies want to
be guided through
“protective space”
with minimal external
encounters.
If you can provide
that environment,
another, more serious you flaw. will Members keep and
of Itel's management team
retain
"were
a loyal
aware
customer,
for they will
feel comfortable in
FIRST AID SUPPLIES
FOR RETAILERS·-
Keep four Customers & Staff Safel
your non-pushy environment. If you are too aggressive,
they will flee with the wind.
near the end of 1978 that Itel's
computer Poor leasing Paul business was
in serious difficulty and that
While Itel's similarcomputer-sales business
in appearance was slowing and was threatened
to Lost by Lucy, new IBM technology".
Poor Pauls
aren’t lost, With just this knowledge, Itel's
spacy senior about management sold thousands
what to do.
of shares of Itel stock
They are generally
interested
to the public at prices ranging
from $26 to $32.50 per share
in what’s going
on at the
( the
point
stock later fell to less than
$1 of encounter per share). or The Examiner's Report
stated point of that sale, such but need a sale a little was help. probably a
continued...
continued ...
Page 62 DECEMBER 2024 I RETAILERS FORUM MAGAZINE
RETAILERS FORUM MAGAZINE | APRIL 2026 Page 69
FORUM WORKSHOP forumworkshop
Poor Pauls like explanations, road maps and,
most important of all, sympathy and affirmation.
Reply with reinforcement of the choice
they are about to make. Assure them that this is
the correct choice and direction in which they
should go. While they still may feel unsure,
your encouragement and methodological rationale
will help them affirm in their own way
that the purchase was the “right decision.”
POOR PAULS WANT YOU
TO FIX IT FOR THEM –
MAKE THEM FEEL BETTER.
The same is
true with respect
to returns.
Poor
Pauls walk
in, goods in
hand like a
wounded
animal and
seeking help. Take charge. Take those goods
from Poor Paul and tell him everything is going
to be all right. You’re on your way to winning
a friend and long-term customer because you
understand. continued in next issue ...
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Page 70 APRIL 2026 | RETAILERS FORUM MAGAZINE
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RETAILERS FORUM MAGAZINE | APRIL 2026 Page 71