Even the best
mark on the #1
target group that
can affect an up
or down swing in
a home furnishings
Retailers are continually
engaged in the search for media
choices that will get the highest
returns at the lowest cost.
Choices include television, print,
radio, social media, billboards,
truck graphics, email and direct
mail... targeting baby boomers,
Gen X, millennials, HENRYs,
DINKs, soccer moms and more.
The choices seem to be increasing
exponentially. However, even
the savviest retail marketers often
miss the mark on the #1 target
group that can affect an up or
down swing in business. And,
finding and reaching them is
less complicated than you might
A Vitally Important Group
This vitally important group of
people you should never forget
to target are the folks who
show up every day to work at
your stores and warehouses. You
may refer to them as associates,
employees, team-members, or
family members. So while you
are investing thousands or tensof-
thousands of dollars in advertising
each month, ask yourself
what you are doing to communicate
with the people who face off
with shoppers coming into your
store every day. Shoppers need
to be sold on your products, and
your employees need to be sold
on your organization.
The Morning Huddle
If you want to get
buy-in from your staff,you need to promote
not only WHAT you are
changing, but WHY you
are changing it!
Your message to employees
can be delivered in many ways.
A simple regularly scheduled
all-player meeting is an inexpensive start. Some store teams
meet once a week, others meet
monthly, and some hardly ever.
For retail and operations, nothing
beats a 10 to 15 minute morning
huddle to address the issues of
the day. Morning huddles can
communicate simple stuff, like
fi nance terms, open delivery days,
and new merchandise. It’s a great
start, but sometimes you need to
drive a deeper message.
You probably advertise to let
potential customers know that
your store is a great place to shop.
Well, you also need to spread
this message internally. Everyone
who works for you needs to be
reminded why your business is a
great place to SHOP and WORK.
If you think this messages is too
obvious to talk about, you are
wrong. Advertise that message
and you’ll build loyalty, teamwork,
legendary customer service,
Get to "Unique"
associate knows that
they won’t be undersold.Every Jeep salesperson
can tell you that they
invented the SUV, and
every Red Robin server
will offer you free refi lls
on french fries.
Why not ask your team “Why
should people buy from us?” to create
an open dialogue. You’ll probably
hear answers like “Friendly
“Great Selection”, “Low Prices”,
and “Great Customer Service”.
Good answers! They are so good
in fact, that every retail store staff
in every store in the country gives
the same ones. Follow up with
“What makes us unique? What
do we offer that no other store or
outlet can match?” That answer
is harder to fi nd, but once you
discover and defi ne how it makes
your shoppers’ lives better, continue
to remind (advertise) it to
your team until they make it part
of every shopper/customer conversation.
Every Walmart associate
knows that they won’t be
undersold. Every Jeep salesperson
can tell you that they invented
the SUV, and every Red Robin
server will offer you free refi lls on
french fries. It’s advertised every
day both INSIDE and OUTSIDE
of the store. What do your salespeople
There is another message you need to advertise to your team.
It is the harsh reality of business.
The world is not friendly to
business. There are taxes, rents,
insurance, regulations, and an
ever demanding buying public.
If that isn't bad enough, businesses
also have to turn a profit!
Think about opening part or
all of your balance sheet to your
employees to help them understand
the costs of running a business.
Or do the following simple
exercise. Start with $1000 in
play money. Use small bills.
Let someone be the store owner
and you can be “the rest of the
world”. Give them $1000 for
an imaginary merchandise purchase.
Then have them pay you
(the world) for the cost of goods,
commission costs, advertising
costs, rent/occupancy cost with
utilities, vehicle cost, and taxes.
Whatever is left is profit. Lastly,
take 50 percent of the profit for
corporate income tax. If they’re
lucky they’ll have $5 left!
Advertise The Golden Rule
of Operations. It takes $10 of
sales to cover $1 of operational
costs. While salespeople
love to offer $50 or $100 to
solve a customer issue, they
may not realize that it will take
$500-$1000 in retail sales to
make up the difference. When
you advertise ways that they
can reduce errors and/or come
up with non-monetary solutions,
your business will reduce costs
and ultimately increase customer
Create your own
campaign and you’ll
get buy-inwhich leads
to employee and
Value of Continuity
You’ll never increase sales by
running one radio or TV spot.
Facebook and other social media
sites demand almost daily messaging.
It’s no different when
it comes to advertising to your
store and operations teams. You
and your leadership need to promote
early and often! Say and
live the message. The big boys
like Pepsi, Chrysler, and Carnival
Cruises use celebrities to convey
their message. Your organization
has some celebs too! They are
the top salesperson, the helpful
office manager and the caring
bookkeeper. Use those company
stars to help reinforce your ideas.
Don’t forget print ads. Invest in
posters and, if you have more
than 25 employees, think about a
It's Hard to Change
It’s hard to change behavior.
People will stay with a bank,
cable TV company, or razor blade
brand that they hate, just because
it is easier not to change. The
pace of retail changes has accelerated
some employees will still hang
on to their old ways of working.
If you want to get buy-in from
your staff, you need to promote
not only WHAT you are changing,
but WHY you are changing
it! Reasons include appealing to
a new group of shoppers, being
competitive in the marketplace,
and simple SURVIVAL.
Repetitive reinforcing advertising
has gotten people to buy
everything from the “Clapper” to
Pet Rock, and our last 10 presidents.
Create your own internal
advertising campaign and you’ll
get buy-in which leads to employee
and customer retention, legendary
service and profit.
While salespeople love
to offer $50 or $100 to solve a customer issue they may not realize
that it will take $500-$1000 in retail sales to make up the difference.