TIME TO SHINE….as a specialty retailer!
In these unprecedented challenging times, I encourage you, as a specialty retailer, to stay positive, optimistic, AND open to opportunities that may unexpectedly arise.
- Be a source of POSITIVE ENERGY & INFORMATION to your customers “the beach is open” “waves are free” “summer is coming” “the sun is shining” “get outside—go for a surf, paddle, skate, swim, bike—get on a board” “stay local, support local, shop local.”
- STAY OPEN, even with shortened hours, if possible… and promote it. Put signage outside, use a pop-up tent, blast it on social media, send an email blast to your customer database; encourage your customers to stop by, “talk story”, see new products!
- As specialty retailers, you can react quickly to market changes…unlike the mall stores, department stores and online retailers—BE CREATIVE
- Organize weekly SPECIAL ACTIVITIES/EVENTS—pop-up tent outside or in parking lot selling t-shirts, free 1 hour surfboard/SUP/bike rentals, raffle contest for a cool prize, partner with a food truck, free stickers and t-shirts, free pizza or coffee gift card with any board purchase, free local delivery for purchases of $50 or more, games/puzzles/coloring for kids
- Fine-tune ONLINE/WEB PRESENCE—promote shop-logo and other high margin items
- Promote/expand PRIVATE LABEL/SHOP-LOGOED goods—high quality and high margin while boosting shop/logo awareness
These are just a few ideas to stay positive, maximize your advantages as a specialty retailer, keep cash flowing into the registers and more.
Dave Seehafer, Global Wave Ventures–3/19/20