Altered retail

This post is from Christine Moynihan of Retail Visioning.

Interesting idea.

It'd be great to have someone do something like this locally.

Any takers?

Re-Inventing Retail in Beverly MA!

2012 June 20

by ChristineMoynihan

A wonderful new shop opened up… and closed… last week in Beverly, MA.  But don’t worry… it will be opening and closing… again in the same place next month and for many months to come!   Pam Jaynes new business, Indigo Blu Trading Company, is creating excitement, drama and a real sense of competitive shopping urgency with her new retail concept.   Every month she and some local friends /artisans bring a 100% fresh, home-décor, pop-up store into their permanent address — for 5 fantastic days!

Pam, the owner of a boutique called Zinnia in this same location for 11 years, wanted to try something totally new.  She wanted a change in her own day to day work-life.  She wanted to create a dynamic shopping opportunity for her customers. And, she wanted to exercise some creativity!   By George, I think she did it.
 
This month’s focus for her pop-up was on Coastal Living.  Perfect for the North Shore of Massachusetts… perfect for the start of summer.   Pam knows her customers!   There is a theme-schedule that takes this new business model right through December starting with next month’s Outdoor Retreat, then Country Living, Cozy Cabins and Cottages, Harvest and Home, Gatherings and of course, Holiday Spirit.

Pam works hard to create and curate a fabulous environment.  She sources unique items and accessories and tells a great story throughout her entire store.   She begins with a concept board which was on display for everyone to appreciate.   On this board she posted images torn from magazines, paint and fabric swatches and inspirational words in a large frame to help visually, tangibly set her vision.  This is a great idea and for those of you who are technically inclined or want to share ideas virtually with others, you could do this on Pinterest.com, too!   From there, Pam carefully selected (or personally created) special items and purchased inventory that ONLY complemented her theme.   Some were new, some old… some serious, some whimsical… some large pieces of furniture, some small accessories.  All were compelling in their own right and true to the Coastal Living concept.

I loved this idea.  I give Pam and her team all kinds of credit for giving it a go.  I wish her every success for stepping out and re-inventing retail HER way.   And I will be back every month!

NOTE  — Next month’s Indigo Blu Trading Company will be featuring  “Outdoor Retreat” from July 19 through July 23 at their store, 2 Enon Street North Beverly.  See you there!  For more information visit them on Facebook (just search the entire name) where by the way, they will soon have “sneak peeks” of their next pop-up store!

Business Blog: FNC is your downtown Merchant Association

Much has been written of the importance of Downtown Merchant Associations and that these groups have a well-focused mission statement. Here is FNC's Mission Statement:  

The Friends of Norwood Center (FNC) is a nonprofit organization working to develop, build and strengthen the downtown experience and vitality for the entire community. We strive to be a voice supported by the merchants and residents to make Norwood Center relevant and vibrant.

We're working to create a buzz about Downtown Norwood and the Friends of Norwood Center NEED YOUR MEMBERSHIP! 

Keep the forward momentum headed downtown! 

The following is edited from Christine Moynihan, Retail Visioning

“Merchant Associations” come in all shapes and sizes. I believe that whatever form they come in, they can be a great resource for every downtown, retail district AND retailer in America. When retailers come together to help improve business it is always a good thing....

As you get to work, a first good step would be to do some visioning and put a mission statement in place for your merchant association. What do I mean by “mission statement”? As defined on Wikipedia,

“A mission statement is a statement of the purpose of a company or organization. The mission statement should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making.”

This is important for many reasons, but most importantly so the merchant association does not fall into the self-limiting trap of focusing on only one initiative.... 

Your merchant association will be as valuable to you and your neighboring storefront businesses as the framework upon which it is built. Start with a bold mission statement and make your merchant association strong!

Business Blog: Job 1, Christine Moynihan

by ChristineMoynihan

Why do you need to be so darn good?  Why do you need to be at the top of your game EVERY day? Because there is so much competition for your customer’s dollars out there!   But, you say… I am the only toy store in 5 miles… or there is no better ice cream than mine…or my fashion-forward clothing is at the best prices around.  Well, what if your customer fully knows those things… but is enticed by something else?  Everything that can take your customer’s money out of his or her pocket is competition.  Sure, they wanted to get your delicious ice cream… until they got side-tracked by a SALE on shoes.   Sure, they know your pricing for the hottest trends is best, but they suddenly realized Mother’s Day was coming up and fashion-forward went by the boards.   And that toy… well, this time it was easier to order it on line and have it shipped.   We need to stay top of mind with our customers for sure… but we also need to convert those good thoughts directly to purchases.  That is Job 1! 

A few tips:

Keep your windows and any displays that can be seen from outside your store compelling – don’t let someone walk by and “plan to come back.”  Grab their attention and get them in the door!  

When sending out email blasts or postcards, create a sense of urgency.  While they are thinking about you they need to get down to your store ASAP!

When shoppers seem distracted and “just browsing,” provide an incentive for them to get serious while they are there.  Give each of your salespeople a “make it happen fund” to use at their discretion so that they can offer a “today only special” and convert an interest to a sale. 

Working on your business

FNC photo. Silver and Sage on Washington Street

As Downtown Manager, my focus is on getting residents to enjoy all that downtown Norwood has to offer.

I also focus on our merchants and listening to what they have to say. The opportunity to share the opinions of residents with merchants is my bridge between my two focus areas.  


Some of my blog posts will discuss retail business and the perspective of the customer. This post is about business owners working on their business. 
It's from Christine Moynihan of Retail Visioning:

"Here are a few things you can do to actively work ON your business (not just IN it!) and a few questions that might just challenge the status quo and prepare your business for healthier days ahead!

• Write an “elevator speech” that says what is special about your business, believe it in it, share it with your staff and repeat it frequently!  (No more than 12 words!)
•  KNOW your customers – talk to them, conduct (fun) surveys and leverage this knowledge to improve your relationships with them.
•  Maintain a month-at-a-glance calendar and look well ahead at opportunities for your store or restaurant.
• LOOK at your finances every week.  Understand YOUR financial snapshot.
• Establish sales AND marketing goals. 
•  “Hire for attitude, train for skill” – keep training!
•  Step outside your store with one of those good friends who will tell you the truth!  How does it look?  Could the signage or façade be refreshed?  Are the windows clean and telling a compelling story that will bring customers inside?  Now… walk in and ask for the truth again!"

The above checklist is from Retail Visioning by Christine Moynihan

What do you think about items on this checklist? 

Thanks for reading and caring about Norwood Center!
~Kim Weineck, Downtown Manager

Curb Appeal from Retail Visioning

This post is from Chris Moynihan's "Retail Visioning" site. Please click here to subscribe to her postings.

Curb Appeal

2012 FEBRUARY 17

by ChristineMoynihan

Spring is around the corner and Open Houses will be popping up every weekend as houses go on the market and people think about moving.   Those selling houses are sprucing things up and talking about “curb appeal.”   Those house hunting they will be checking out neighborhoods and downtown to better understand the nature of the town they are looking into – as well as to scope out shopping opportunities.  

And what is the first impression they will get about your town?  In part that is up to you.   What does the outside of your store look like?  Once you get behind that front door do you forget about your curb appeal? 

Every good real estate agent is going to remind those listing their homes that curb appeal is KEY.  First rule… improve the outside of the house that they are selling so that it is attractive and appealing and it will invite potential buyers in.  Not paying attention to the exterior will cause potential buyers to pass on a property out of hand.  NO chance to make a sale.  Curb appeal attracts buyers — and adds $$$ to the bottom line of every sale when it comes to selling homes.   The same rule holds true downtown… outside stores.   If the outside of a store looks good, customers will come in.   If customers come in…you have the chance to make a sale and making sales adds $$$ every time.

Some tips for improving your curb appeal

1) well swept and tidy sidewalks

2) sparkling clean windows

3) fresh paint on all trim

4) well-lit, bold signs and window displays (go big!)

5) colorful plantings on either side of the door

BALLOONS!

Retail Visioning by Christine Moynihan

Excerpted from an article by Christine Moynihan, Retail Visioning

first published January 31, 2012

Facebook has 800,000,000 users, an increasingly robust search engine and once you get the lingo down it is one of the easiest forms of social media for small businesses to use.   Bottom line — if you don’t make the effort to get up on the social media playing field you may find yourself out of the game. 

Retailers, restaurateurs and storefront small business owners everywhere know that one of the best kinds of advertising is “positive word of mouth” and Facebook is the new way that good word gets around.  56% of consumers are likely to recommend a business to their friends once they “like” it.   

I hope you have a website up and are seriously thinking about not just having but using a Facebook page for your small business, too.  Check outhttp://www.facebook.com/pages/create.php to get started.  Then, consider these Facebook Best Practices as you learn the language and get out on that social media playing field. 

1)      Social plug ins.  Be sure your website has that little Facebook icon to direct customers to your Facebook page and give them the chance to “Like” you right then and there.   You will also want to be sure your Facebook page has a link to your website.  While both are Internet tools, they have different jobs to do!

2)      Post frequently.  If possible every day.  Your community might miss a great message from you if their activity is robust and you do not show up on a news feed!

3)      Engage…don’t sell.  Ask questions.  Start conversations.  Provide links to articles your fans might want to share.  Think about having a deeper relationship with this audience and you will enhance your lists and sell more over time.

4)      Make everyone who visits feel special.   Tease promotions and let everyone who comes to your Facebook page feel like they are VIPs.   Now and then, reward these good friends.

5)      Stay with it!  As tough as it is to add something new to your already full plate, make a commitment to stay with it.  You will be rewarded, too!

*****

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