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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.

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LONG ISLAND,

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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

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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

Â

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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RETAILERS FORUM MAGAZINE | APRIL 2026 Page 19


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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

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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

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messages are all important characteristics

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The interrelationship of these seemingly

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The common denominator is recognition of the

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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

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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.

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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

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understand

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performance

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essential. You

will dramatically

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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

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You purchase many companies’ services and

products. What has your personal experience

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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

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are other techniques. They range from simple

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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...

Page 46 APRIL 2026 | RETAILERS FORUM MAGAZINE


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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.

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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...

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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

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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.

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FORUM WORKSHOP forumworkshop

Pre-sell Strategies

Think of your last five purchases and ask

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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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RETAILERS FORUM MAGAZINE | APRIL 2026 Page 61


FORUM WORKSHOP forumworkshop

Your product/service

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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.

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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

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the center of attention.

W h e n

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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.

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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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