Weather Report: Chilly Toes Ahead

I am on a mission to save our mannequins!  Until every mannequin has shoes to wear, I will not rest.  Call me the Tom's of the mannequin world or just call me a bit compulsive on the issue. 

At Aeropostale (above), their mannequins are set for the season with Ugg style boots, jimmers, layers of tees, sweats and even hats in hand.  At American Eagle (below), their mannequins don't even have feet, but if a body were to slip into the clothes, the outfit would be complete from accessorized scarf, belt, shoulder bag and on down to suede clogs.

The bigger issue is how often times we overlook the small details.  The finishing touches do make a difference.  Sure, you don't sell shoes, but barefoot mannequins just lack class.  For those of you reading this who are Connect2One members, email me the sorry plight (and pictures) of your shoeless mannequins.  I'll pick the best story and send a pair of shoes to the rescue.  Email:  phaerr@connect2one.com by November 30, 2011.

Be Fruitful and Multiply

That's a lesson I learned at the National Association of Convenience Stores convention (or as I call it, the other NACS) a couple of weeks ago.  What am I talking about?  Major brands have learned that the name alone will take customers to new products.  Witness my beloved PEEPS that now appear on shelves year-round (not just at Easter), are dipped in chocolate, coated in chocolate, dyed in rainbow hues, morphed into pumpkins, snowmen and hearts, turned into marshmallow PEEP suckers (above) and, coming soon, PEEP snack bars made with crispy rice!

Can you think of how many versions of M&M's have appreared on your local candy shelf?  We all have our favorites - I'm staring at a bag of peanut M&M's that are calling my name - and you can be sure that I'll try the new mint dark chocolate M&M's when the hit the shelves next year.

Jelly Belly goes from the simple bean to soda pop, frozen "slushy" drinks, soft-serve yogurt, even ice cream.  And more flavors than I can imagine!

In the meantime, what about your business do you do really, really well?  How can you multiply that effect in your customers' eyes?  Food for thought.



 

Are you telling your customers the glass is half empty?

I came across an article today that was so profound, I had to share it.  To recap the message, the article poses the question of negativity behind the simple phrase "Out of Stock".  Did your mouth just make a frowny face reading those words?  And, when applied to your own store, what impression does the customer have about you?  Not, the original manufacture, what about you?

By simple wordsmithing the negativity can be pushed aside.  Restating the issue as "Shipping Nov. 15" or "Pre-order Now" can shift the disappointment to anticipation.  You've given the customer time expectations.  You could even offer a substitute at a reduced price or a pre-order service with an additional bonus for those who wait. 

It's all in how you phrase it.  Now that this article has opened my eyes, I can't wait to find more examples of how we can communicate that the glass is really half full and the drink is delicious!

Read the complete article at:

Reframe a supply problem to build anticipation at the The Globe and Mail (Toronto)