As we head into the end of summer, I’m reflecting back on the beginning. I spend significant time in a shore town where every dollar in season is necessary for profitability. Summer IS Holiday.
Where I live the season is Memorial Day through Labor Day, but in reality, the season really gets going on the 4th of July. It’s been this way in this place since I was born and that’s a notable amount of time.

​Let me share a short story with you about this past 4th of July weekend. I went to my favorite restaurant for drinks and snacks. This restaurant is one of 3 run by a family that knows how to do experience. They have been successful in my town since the 1920’s.

I walked up to a steadily busy bar to a space that was just vacated by a customer. I was unsure if the customer had cashed out and left, or had perhaps just gone to the restroom. One bartender was training another while I was standing right in front of them. I tried to catch an eye. They actively avoided me. I waited a bit longer to be recognized. They kept on with training. I promptly walked away. I haven’t been back once since. Keep in mind I spend about $70 a visit and generally go about 5 times a season, often bringing friends. At a minimum they lost out on $350. Not much maybe, but also consider they lost out on my friend’s spend and they have no idea how many people I’ve shared this poor experience with and influenced them to avoid this place.

Let’s consider this experience in terms of the one thing an independent has over every other retailer – the opportunity for excellent customer service. The time to have staff on their best game is in your Holiday Season. Hire them early. Work out the bugs before the height of the season hits. Oh and let’s make sure the customer comes first and is acknowledged upon arrival.

If this was my staff, I would not have a trainee on a shift at the height of prime time on a holiday weekend and even if I did, I would make it absolutely clear to my employees that customers come first. The appropriate way to deal with the situation above is for the experienced bar tender to stop the training, greet and settle the customer and then return to training.
Research suggests that the need for holiday help will exceed the pool for holiday help this year. All accounts say it will be a competitive market with the prospective employee getting multiple offers. Determine your needs now! Hire NOW! TRAIN NOW! You control this part of your business completely. If you fail it’s on YOU.

​Need help?  Contact: Anne Cecil, ONO made in the 191, [email protected]

1. Did you meet your PO$? 
Did you write enough orders to reach your Open To Buy plan? This number should include the dollar amount you wrote last year + your planned growth. If you are below this number, get down to writing immediately and get those orders in. You MUST have the merchandise on your floor to sell it.
Are there any vendors you did not see this year? Make sure to reach out to any vendors you currently do business with that you did not order from at the show. Get your order in now to insure the vendor can deliver.
List any outstanding orders or follow ups required.

2. Did you meet your goal for new partnerships? 
One of the most important things to do at a Trade show is to acquire new vendor partners. Establishing relationships with 2-3 new vendors each show is key to sales growth.  New product from a new vendor creates a good reason for your customers to come check out your store.
If you didn’t meet your goal, get your vendor information out and target 3-5 new potential partnerships. Reach out and connect NOW!

3. Did you meet your cash & carry goal?
Cash & Carry give you new stock for immediate presentation in store. Promotional pricing, no shipping charges. It’s instant gratification!  
Consider featuring cash & carry prominently in your store and promoting it via social media to get customers in the door. If you didn’t get any, call your vendor partners and find out what you can get quickly to create a customer draw.

4. Did you meet your holiday goals?
The show is a time to build out and finalize items for holiday. Did you write 2-3 orders for holiday items? If you didn’t make sure you do.
Schedule follow-up items in your calendar now! You’ll be turning your attention to holiday if you haven’t already. Don’t miss out on these 4 opportunities to set your store for success in Q4 and beyond.

​Need help?  Contact: Anne Cecil, ONO made in the 191, [email protected]