1. Create Your Own Retail Zone Lynda Collier

2. Create Your Own Retail Zone Lynda Collier

3. What is a Retail Zone? An area in your store that is distinguished from your core business –DME –Breast Health –Lingerie Shop –Orthotic and Prosthetic

4. What is a Retail Zone? A grouping of products that compliment your core business –Compression Garments –Hats and head wear –Wigs –Skin Care

5. Business example: Breast Health Retailer One fitter sees 5 people per day and each of the women is in need of a Juzo compression sleeve. At $70 per sleeve you are generating $350 additional dollars per day / $2,100 per week / $8,400 per month. If half of this is profit, this product alone is HUGE by year end at $50,400...and this is a cash sale! That sleeve alone can pay a fitter for a year!

6. What is a Retail Zone? Products for impulse buying –Jewelry –Hand bags –Cosmetics –Seasonal Items Pink ribbon items Holiday items Spring and fall items

7. Business Case: Juzo’s Pink Silver Sole Socks Of the 20 people that browse through your store each day, 7 of them purchase a pair of socks each day during the month of October. At $15 per pair you generate $105.00 on the first day/ $630.00 in the first week/ $2,520.00 in the month of October If you continue to sell 10 pairs a week for the rest of the year, your profit is $3,410.00

8. Benefits of a Retail Zone Increases traffic, sales and profit opportunities Customer satisfaction Gains trust & builds loyalty –Increases sales and profit –Repeat business

9. Making your Retail Zone Successful Well designed areas –Well lit and easily accessible –Neat / clean / organized –Keep it freshly merchandised

10. Making your Retail Zone Successful Keep it freshly merchandised –New products always draws customer interest Mix product with posters and displays to attract attention and always allow the consumer to touch and feel the product

11. Making your Retail Zone Successful Courteous and knowledgeable staff –Staff must have training on each product in order to sell with confidence Presentable and professional –Need to be able to recognize sales staff Business today demands new and improved solutions

12. Making your Retail Zone Successful Repeat business is key to driving traffic into your store Gather email addresses and create a monthly newsletter highlighting special events, promotions and sales Start a Facebook page Offer repeat customers special discounts and incentives to get them back into your store Consider a friends and family day so that your repeat customers can introduce new customers to your products and services

13. Zone Presentation User friendly Neat / clean / orderly Organized by type / complementary of each other Colors draw attention to the products

14. Types of Specialty Merchandise Seasonal items from existing vendors –Pink ribbon socks, seasonal colors, holiday items, swimwear Hats & head covers –Seasonal –Special items for chemo patients Hair care products –Human & Synthetic

15. Types of Specialty Merchandise Skin Care Cosmetics –Both of these can be a large revenue producers –Decide if your store can handle a full line or specialty items Think impulse buys – lip gloss, nail polish, mascara

16. Types of Specialty Merchandise Fashion wear –matching sets, impulse items Swimwear Hand bags Jewelry Wigs Pricing strategy

17. Identifying Your Niche A niche is something, as a position or activity for which one is particularly suited Sticking to what you do best and becoming an expert Learn from networking – what works in similar businesses You will be known by your good reputation, quality of products and excellent service

18. Know Your Customers Who do you serve? Clients Caregivers Family and friends Community / walk-ins

19. Your Customers are Crucial to your Success Listen to your customers –They need to feel important to you because they are –Gains their trust Customer Referrals –Not only will they recommend you but they will stay loyal –Word of mouth and personal recommendation is the least costly marketing tool

20. Plans for Success Staff members trained and retrained –Most vendors will be happy to share the qualities of their products Reward your team members for sales Superior Service –This is a must “Excitement is money in your register daily!”

21. Plans for Success Control your risk –Don’t over buy – proceed with caution in the beginning Quality products –Ask for referrals, talk to your peers about what works for them

22. Plans for Success Be open to doing things a little different Knowledge leads to great sales – allows staff to point out the positives – personalized service Buy products you know are good If retail is new to you – be open to doing things a little different 10% reward for all retail sales works People who succeed in business are usually excited about what they do