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Home | John

Articles by John

John [John]

Target Your Business to an Age Group, Not to the World! [ 137]

[ Business / Ask_an_Expert ]
As a consultant working with retailers, one of the first questions I ask a client is can they paint a picture for me of a typical customer. Some clients can be very specific, whilst others just give me a blank look, then follow it up by saying everyone is a potential customer; how can they paint a picture of a typical customer?

Submitted: 2006-02-22

Hunters and Gatherers - Are You Serving Both Their Needs? [ 127]

[ Business / Ask_an_Expert ]
Research shows that consumers shop establishments based on one of the two personal profiles. The Hunter - know what they want, they are focused on the task in front of them and they do not want anyone or anything to stand in their way. The Gatherer - enjoy the experience of shopping and like to enjoy browsing around and discovering new items.

Submitted: 2006-02-17

How To Walk The Floor And Talk To Customers [ 140]

[ Business / Ask_an_Expert ]
Your role is take that of a maitre d�hotel. You should meet your guests (customers), welcome them and ensure they leave with a positive feeling about your business. You should set aside at least one hour a day to walk the store and talk to customers.

Submitted: 2006-02-17

Third Place Retailing - The New Battlefield [ 144]

[ Business / Ask_an_Expert ]
What is a �third� place? Consumers spend time at home, their first place; at work, their second place and then often have a favourite third place.

Submitted: 2006-02-17

Awesome Customer Service Requires a Three Pronged Attack [ 146]

[ Business / Ask_an_Expert ]
The perception in the marketplace, according to research, is that customer service is declining. Whether consumer expectations have increased or services have declined over the last few years is debatable. The fact is, perception is truth, in the consumers� eyes.

Submitted: 2006-02-17

Provide a Customer Experience, but What Do They Really Want? [ 124]

[ Business / Ask_an_Expert ]
As retailers, we often talk about providing our customers with a memorable retail experience, yet we often forget to ask the consumer what they want.

Submitted: 2006-02-17

Planograms � It�s Not Just for the Big Guys [ 151]

[ Business / Ask_an_Expert ]
A planogram is a visual representation of what a category should look like to maximise sales. It should include all the products and shelving and provide the optimum layout of the category to maximise sales.

Submitted: 2006-02-16

How to Get the Most Out of Best Sellers [ 131]

[ Business / Ask_an_Expert ]
Each product category in your store has a best seller. This product will not necessarily be the cheapest or lowest gross profit item, but it will be the favourite product purchased by your customers in that category. You can use this to your advantage if you introduce some simple management strategies�

Submitted: 2006-02-16

Innovation ..... What is it? [ 117]

[ Business / Small_Business ]
The role of the retailer is to create more fun opportunities for the fun lovers and to convert the other 50% into fun lovers. This means you have to be an innovator. Keep doing what you have always done and we will not change the paradigm. But, it is easy to say become an innovator, but how do you put this into practice?

Submitted: 2006-02-15

Who Wants Customers Anyway? [ 128]

[ Business / Ask_an_Expert ]
This article promotes the ethos of client rather than customer and of recruiting and training team members to be hosts and consultants rather than adopting a traditional salesperson or floorwalker role in businesses.

Submitted: 2006-02-15

Nobody Reads Signs and Other Popular Myths [ 122]

[ Business / Ask_an_Expert ]
People don't reads signs, you heard people say it, you have had said it yourself. What is the point of putting a signage strategy in your business when nobody reads them in the first place. Let's look at his popular myth in more detail.

Submitted: 2006-02-15