Corrections or additions?
This article was prepared for the July 25, 2001 edition of U.S. 1
Newspaper. All rights reserved.
Hope for Mom & Pops
<d>Jon Schallert, a business consultant specializing
in advice for retailers, says most retail businesses that fail would
not have to close if they had adapted to easily recognizable
changes and focused on becoming consumer destinations. Schallert
on "Creating a Destination Business," on Wednesday, July 25,
at 6 p.m., and on "If They Stop Here Once, I’ll Sell Them
on Friday, July 27, at 11:30 a.m. Both free talks take place at Thomas
Edison State College. Call 609-393-8998.
Schallert, a graduate of the University of Colorado, has been a
(English and drama), a detailer, selling gift items to store owners,
the owner of a direct mail newspaper, and a marketer with Hallmark
Cards. He left Hallmark when he was offered a transfer from his home
in Florida to New York City, and started Schallert & Associates in
In an article on his website (www.retail.USA.com), Schallert offers
this advice to retailers concerned about keeping ahead of the
A positive first impression can be marred by the clutter, grungy
and dusty merchandise that become invisible to an owner who sees it
every day. Other less noticeable items detract also, such as dim
or burned-out light bulbs, paint colors that don’t match, and multiple
flyers and signs in the windows. Bring in an "outside pair of
eyes" to critique the business and then follow through with the
at least some items in your store have above average mark-ups of five,
10, or 15 times cost. Often this means searching for a special niche
category and finding suppliers who are just starting out.
and their employees focus on customer transactions, not appealing
to shoppers’ feelings. That’s the wrong attitude. Owners must work
to make their stores radiate joy, excitement, or some other powerful
emotion. For a shopper today to put up with any inconvenience, they
must love the store they shop.
store owners who sit still while Barnes & Noble and Borders move
won’t survive long; they must give book buyers a reason to seek them
out. A store might expand its selection of mysteries, solicit authors
for book signings, and offer personalized gift service that allows
customers to send attractive, gift-wrapped packages of carefully
mysteries and related items.
of people who can provide technical expertise and specialized advice.
"Most retailers become successful by being independent and relying
on themselves. This is often the same trait that keeps a retailer
from growing his business to new heights."
to keep moving ahead against the behemoth retailers. "It’s an
oversimplification," he says, "to say that all small Mom and
Pop businesses are doomed because of superstores, or because of a
proliferation of malls throughout the country.
Corrections or additions?
This page is published by PrincetonInfo.com
— the web site for U.S. 1 Newspaper in Princeton, New Jersey.