Retail Essentials: How to Open and Run a Successful Retail Store : Retail Essentials: How to Open and Run a Successful Retail Store Mercedes Gonzalez The Global Purchasing Group, Inc.


What you will need to decide. : What you will need to decide. What type of store? What kind of retailer? Where will it be located? What will you sell? How big a store do you need?


What type of store?: What type of store? Department store: Macy’s Specialty store: Any shop in which all items are related. Accessories, toys. Boutique: Similar to a specialty store but offers more lifestyle than just one dept. May carry accessories, gift items & lingerie, but not as complete as a dept. store. Chain store: Having more than 3 of any one type of store Category buster: PETCO, Toys “R” US, OfficeMax Discounter: MARSHALLS


What type of retail theory? : Low mark-up with high volume and huge selection. Example: Wal-Mart Higher mark-up with lower volume but with full selection. Example: a department store. High mark-up with low volume and smaller selection. Example: a boutique. What type of retail theory?


Where will it be located?: Where will it be located? Downtown business district Shopping center Strip mall Freestanding A room in your home Internet web site Flea Market(s) Home shopping parties Catalogs


What will you sell?: What will you sell? Start by asking yourself 3 questions: What is the need in your area? Can you supply the need? Can you make a profit selling this item?


How big a store will I need?: How big a store will I need? Now you can put it all together. Your retail theory. Where it’s going to be located. Items you are going to sell.


Paperwork and red tape.: Paperwork and red tape. Corporation forms and other business types Resale number or Tax ID number Employer Registration number Withholding insurance number Unemployment insurance number Insurance


Math you’ll need to know.: Math you’ll need to know. Mark-Up Turn-Over Sales-to-Stock Ratio Net profit Advertising Budget Sales per Square foot O.T.B (Open to Buy)


Can you make your sales goal?: Can you make your sales goal? If, you have to sell $20,000 a month to meet your overhead you would take your average price point, lets say it is $30, and divide it by the $20,000. Our store would need to make around 667 sales. If we were open 6 days a week 8 hours a day, we would need to make about 28 sales a day or 3.5 sales an hour. If only half the people who shop at your store buy, then you would need 56 people a day to stop at your store.


Some goods news….: Some goods news…. Not everyone will buy $30. You hope that will have multiple sales. More than half the people who visit your store will shop. In a small store your sales goal should be that 80% of the people who stop in should buy.


Buying Basics: Buying Basics


Questions to ask the vendor.: Questions to ask the vendor. What is the cancel date? What is the start date? What is your FOB point? Who pays for freight? What are your terms? Who is your factor? What is your opening order? What is your size run & how do they come packed?


Tips for shopping a trade show.: Tips for shopping a trade show. Register early and online. Start early. Pick up the trade show book and map out your day. Walk row by row. You can leave your orders at the show but make sure to mark them, “hold for confirmation.”


Buying ground rules.: Buying ground rules. You are the buyer, don’t let anyone sell you. Don’t buy price. Use your own order sheets. That way you are working on your terms and not the vendors. Take a photo of everything you buy. Ask for a discount. Look the part. Know what you are doing and know the lingo. Call if you are running late for your appointment. Plan your orders and try not to cancel them.


Merchandising & Displays: Merchandising & Displays


Work on 4 of the 5 senses: Work on 4 of the 5 senses Retail is all about the visual. The over-all store presentation The Displays & Fixtures The Lighting The Signage The Music The Store’s smell


The 10 second test: The 10 second test


Basic Merchandising Tips: Basic Merchandising Tips You must hire a visual merchandiser or a store planner to lay out your store. They will be able to assess your traffic flow and determine the most effective use of your floor space.


Basic Merchandising Tips: Basic Merchandising Tips Don’t use rounders-except for clearance sales. Don’t play the radio. Racks should be spaced far enough from each other to allow ample room for a person to get passed without touching the racks. Change store displays and windows every month and every week during the holidays. Use display hangers on face outs and 4 ways to display an outfit on the first notch. Use your own hangers and keep them all facing the same way.


Basic Merchandising Tips: Basic Merchandising Tips Always place your price ticket in the same place. When tagging, use a thin needle gun and only tag on the seam. Background color should be basic and natural. You can use one wall to highlight a fashion color.


Basic Merchandising Tips: Basic Merchandising Tips Ceiling height should never be less than 14 feet. The floor should be a combination of tile and carpet. Do not use fluorescent lighting. Incandescent is best. Walls and tables sell. Build central interior walls to give the store additional prime selling space. Aisles should never be less than 4 feet wide and never more than 12 feet wide. Fixtures should not exceed 5 feet in height. Move goods around every two weeks.


Prime Space: Prime Space You are here Focus Focus Focus Wall The prime real estate in your store is the 20-foot semicircle just inside the front door.


Sales & Markdowns: Sales & Markdowns You must have a flow of goods in your store. It is a fatal mistake not to mark down items in your store. 4 types of sales In season 20% End of season 25% to 50% Clearance 50% to 75% Liquidation sale


The Sales Team: The Sales Team


The Key is Smart Recruitment: The Key is Smart Recruitment Create an employee profile & job description. Explore all resources, don’t just hang a sign in the window. Hire nice people with positive attitudes. Look for people who want a fashion career not just a job.


Qualifications: Qualifications Must speak English well. Must be familiar with the store’s product. Prior retail experience, with a major retailer preferred. Willingness to learn.


Sales associate job description.: Sales associate job description. Meet & greet each customer. Determine the customers’ needs. Have knowledge of all the items carried in the store not only in their area or dept. Know how to suggest additional items. Know the store policies. Know how to answer any objections. Must send thank you notes & make sales phone calls. Handle floor maintenance,housekeeping and re-stocking.


How to keep them: How to keep them Create an environment where people want to work. Pay attention. Hold sales meetings. Care about them. Make sure they know how they are contributing. Offer incentives, discounts, family days. Give them business cards. Pay them well and offer health care. Have flexible hours.


Employee compensation : Employee compensation Set Goals: In total sales New Customers Repeat Customers


Train them : Train them Service & selling skills help maximize sales Use goal oriented sales. Analyze and evaluate each person. Offer tuition reimbursement for job related classes Product knowledge provided by vendors


Ground Rules: Ground Rules You must have a dress code. When they are not working with a customer they should be doing an assigned task. No talking between sales associates. No cell phones on the sales floor.


The Art of the Sale: The Art of the Sale


Sales in 5 steps: Sales in 5 steps Greet the Customer Discover what they need…not what they want Provide a Solution Close the Sale Follow it up


Multiple Sales: Multiple Sales Ask open ended questions. Think lifestyle, not item. Think of your customer as a guest. Merchandise the store for multiple sales. Have impulse items near the check-out. Use a team approach.


Customer Service: Customer Service


Give them more…: Give them more… Think customer relationships, not just customer service. Short approach times Quick check outs Gift wrap Delivery service Seating areas In-store events or after hours shopping


Give them more…: Give them more… Bathrooms Layaway Good, clear signage Gift certificates Personal shopper (phone orders) Coat/bag check Longer store hours during the holidays Personal thank you or we miss you notes


Store Policies : Store Policies Must be clearly posted. Should be printed on each receipt. Don’t just give store credit. 14 to 30 days for a return with receipt. Make sure staff knows store policies. Birthday discounts.


Retail Cloning-Think Big: Retail Cloning-Think Big Receiving Inventory Control Security Control Returns Cash control Safety


For more information please contact us at:: For more information please contact us at: www.globalfashionbuys.com Voice 800-879-6670 Voice 212-414-4001 Fax 212-414-3156 127 West 24th Street 4th Fl. New York, NY 10011 clientservices@globalfashionbuys.com We offer compete New Store Programs and retail consulting. Visit our web site for more information.


Useful Links: Useful Links Tradeshow information http://www.tradeshowweek.com/directory/index.asp National Retail Federation http://www.nrf.com/ Business licenses http://www.nyc.gov/html/dca/html/licenses.html Lawyers referral https://www.abcny.org/lrs.html Home-based businesses http://www.entrepreneur.com/homeoffice/0,6289,,00.html