| Not long ago I was asked to come out and take | | | | free and sugar free products are selling big |
| a look at a business that had been around for | | | | nationally and these two categories should have a |
| about 10 years... but the owner was frustrated | | | | prominent place in the building.One point when it |
| with the amount of money he was making.Here is | | | | comes to inventorydo it |
| the story of a natural food retail store located in | | | | monthly. If all the products were entered into a |
| New York State.The business itself is located in | | | | computer as were received in the store and then |
| western New York State, within a small village. It | | | | checked off as sold, inventory would not take |
| sits upon one of the "main drags" going through | | | | very long to do. This would help find areas of |
| the village and probably sees as much car & foot | | | | concern as they apply to both store security and |
| traffic as any other business in the limited | | | | inventory "turns", which is a measure of |
| "downtown" area.I'm going to approach this as an | | | | profitability.The temperature of the store seemed |
| "outside-inside" project. In other words, I'm going | | | | a bit too low for me. While I respect the need to |
| to look at the outside of the business first... and | | | | monitor utility costs this is an area where |
| see how we can improve/market that better and | | | | customers notice big-time and I think the |
| then we'll go inside for a review of that part of | | | | impression it gives is one of being cut-rate rather |
| the business.Outside: Quite frankly the village this | | | | than first class. I think it probably does not foster |
| business is located in is in tough shape. It consists | | | | a pleasant work environment for everyone |
| of quite a few buildings that need some exterior | | | | either... I mean who really wants to be cold while |
| help such as painting and what not. The facade | | | | they work? If you're concerned about costs don't |
| for this business is for the most part is good, | | | | be. Everything I'm suggesting is geared towards |
| except for a couple areas that I'll touch upon | | | | improving sales and profits of the business. You |
| shortly.The big problem I have with the front of | | | | neglect to do any of them and in my opinion your |
| the building is the color white. While the color | | | | store's ultimate sale and profit potential will take a |
| white is good for a great many applications, I | | | | hit.The signage thing I talked about in the |
| think for a retail storefront that is trying to | | | | entrance-way is prevalent throughout the |
| attract attention it's just plain boring. And since | | | | building--too many old, battered signs that make |
| many of the buildings in the village are also white | | | | the place look unkept. Every month or so the |
| this causes the business to lose some of its | | | | signs should be redone on the computer because |
| identity.What would I do? Probably paint it a | | | | they do degrade quickly.Let's talk about personnel |
| variety of bright colors... yellows, reds, oranges. | | | | or more specifically their appearance. I greatly |
| Colors that are bright and livid, colors that stand | | | | suggest that a standard shirt or smock be |
| out. Colors that make the building jump to | | | | adopted by management and worn by all staff at |
| attention and make it noticeable to anyone | | | | all times. Why I suggest this is that it promotes |
| traveling down the street. The building needs to | | | | consistency plus it does give the wearer a little |
| be bold and the color white doesn't cut it. Right | | | | pride because they are wearing a "uniform". |
| now it looks just like any tired, boring storefront | | | | Consumers are always more receptive and |
| in "any village" USA. The whole building does not | | | | respectful to people in a uniform. Call it |
| have to be repainted, just the front portion that | | | | psychological or call it crap but it does work that's |
| is going to catch the eye. This will save on | | | | why the chain and franchise businesses require |
| costs.Secondly the concrete steps need to be | | | | them. It's not because they want to spend the |
| patched up. This isn't an expensive or time | | | | money but because it helps them make |
| consuming project either but it can improve the | | | | money.Obviously the layout of the store needs to |
| appearance AND PERCEPTION of the business | | | | be changed as quickly as possible so customers |
| 100%. And remember perception is | | | | don't have to go through the office area in order |
| everything.The front sign could be done in brighter | | | | to reach other parts of the building. I realize that it |
| colors also but I'm more concerned with the | | | | is going to take time and money and it's |
| facade and concrete work at this point.The last | | | | something already in the works.I would also have |
| thing that needs be done from an "outside-in" | | | | some kind of music playing in the store, pick |
| perspective is to change, redo or eliminate all the | | | | whatever type you want but music is usually |
| signage hanging or taped on the front doors and | | | | beneficial for both employees and customers.I |
| windows. Many of the present signs are | | | | would think a "Policies and Procedures" manual |
| "dog-eared", "yellowed" or "sun-bleached". These | | | | would greatly benefit this business. Not only will it |
| signs don't present a good image as the customer | | | | cause tasks to be done uniformly and consistently |
| enters the building. Paper signs need to be | | | | it will greatly relieve the burden put on both the |
| replaced on a regular basis in order to keep the | | | | staff and the owner for training new employees. |
| entryway from looking anything other than | | | | Not that new employees don't need training |
| "clean", "organized" and while I hate the word, it | | | | because the do but verbal training is inconsistent |
| fits in this circumstance "professional".Let | | | | training. The same, exact set of instructions are |
| me put this important point across to you right | | | | rarely given twice in a row. Verbal instructions are |
| now. The profits generated by the business are | | | | not geared to creating consistent service to |
| tied to the prices you charge. Duh--right! But you | | | | customers and consistent operations throughout |
| see in order to charge higher prices a business | | | | the store. High points should be touch verbally but |
| has to have a certain look or meet certain | | | | every task that is done in that business should be |
| expectations in the customer's mind. Remember a | | | | written down in a simple step by step format and |
| business that is well maintained, well run and well | | | | then arranged in a notebook.Each new employee |
| organized can still discount products and have | | | | that is hired by the business is given one of these |
| sales. But a business that is not well maintained, | | | | notebooks. Inside the notebook would also be the |
| well run and well organized can not ever hope to | | | | employment guidelines of the business.Employees |
| get higher pricesyou see the perception | | | | that aren't trained in a professional manner and |
| of the business just doesn't allow it to charge | | | | don't work in a professional environment tend not |
| more.Inside: The thing I noticed after I first | | | | to act professional about their position, towards |
| stepped into the building was the "inconsistency". | | | | the customers and towards each other. Does |
| What I mean by this is that we have old building | | | | that make sense? It should because while it may |
| with old style walls with a drop ceiling and a tile | | | | be painful to acknowledge it is the truth. Even |
| floor. While I'm not recommending major | | | | minimum wage employees need to be treated |
| construction I think there are a couple things that | | | | professionally, trained professionally and work in a |
| can be done to make the business look more | | | | professional environment. Do you want to see |
| "uniform" and "consistent".Let's talk about the walls | | | | moral go up? Productivity increases? Theft goes |
| first. Since we're not in a position to redo the | | | | down? Then implement these changes |
| floor and remove the drop ceiling let's cover up | | | | immediately.Will you still get some "bad apples"? |
| the walls. With what you may ask? What about | | | | Of course, it's unavoidable but it will allow you to |
| putting up pictures of East Otto and the | | | | turn some of these folks on the edge into good |
| surrounding areas? Put up photos of old buildings | | | | employees.The easiest way I know of in creating |
| and of people that have lived in the area. This will | | | | a "Policies & Procedure's" manual is to take one |
| help give the business a "theme", which it really | | | | task every week and do a procedure's sheet on |
| doesn't have at this point and it's a | | | | that task. List each step of the task... you know |
| theme that ties itself to the community.Now the | | | | "Step 1-Do this first", "Step 2-Do this next", "Step |
| ceiling, the ceiling tiles need to be desperately | | | | 3-Then do this". Before you know it you'll have a |
| replaced and/or painted. These tiles aren't | | | | complete manual that can be photocopied and |
| expensive and sections of the ceiling could be | | | | handed to each new employee. You can't imagine |
| replaced over time.The floor... what the floor | | | | how much easier a "Policies and Procedure's" |
| needs is to be stripped and waxed. And it should | | | | manual will make a business owner's life.Now let's |
| be waxed on a regular basis. I know of no other | | | | talk advertising. I think the easiest and cheapest |
| thing that can improve the overall look of a | | | | way to advertise this business is to use simple |
| business more so than keeping the floor looking | | | | and low-cost classified ads. Every week an ad |
| great. This isn't expensive to do the results would | | | | should be run in some newspaper or penny-saver |
| be incredible.Like I said previously if the overall | | | | within the trading zone of the store. And these |
| perception of the store is one of being well | | | | ads shouldn't be some generic "Shop at Naturally |
| maintained, well organized and well run then the | | | | Your's" type ad. Instead advertise one product at |
| store will not only see more business but profits | | | | an aggressive price OR advertise a unique part of |
| will increase because it (the store) can charge | | | | your store, like "Lo-carb" products or "Gluten |
| more to fit it's new image.Inventory needs to be | | | | free" products or "Videos for rent" or something |
| increased... not by thousands of dollars but in a | | | | similar. Remember advertise something specific! |
| couple important areas. First the whole "low-carb" | | | | Generalities don't sell--specifics do!In conclusion I |
| thing that is sweeping the nation is a golden | | | | think there is a lot you can do to improve the |
| nugget of profit that "Naturally Your" is virtually | | | | profitability of your business right now and |
| ignoring. I would invest a few hundred dollars into | | | | without spending a fortune. Now is the time to |
| this category as soon as possible. And then I | | | | get started. |
| would advertise the stink out of it.Secondly, gluten | | | | |