Create Your Own Retail Zone

Lynda Collier

Create Your Own Retail Zone

Lynda Collier

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

What is a Retail Zone?

A grouping of products that compliment your core

business– Compression Garments– Hats and head wear– Wigs – Skin Care

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!

What is a Retail Zone?

Products for impulse buying– Jewelry– Hand bags– Cosmetics– Seasonal Items

• Pink ribbon items• Holiday items• Spring and fall items

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

Benefits of a Retail Zone

• Increases traffic, sales and profit opportunities

• Customer satisfaction• Gains trust & builds loyalty

– Increases sales and profit– Repeat business

Making your Retail Zone Successful

• Well designed areas– Well lit and

easily accessible

– Neat / clean / organized

– Keep it freshly merchandised

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

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

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

Zone Presentation

• User friendly• Neat / clean /

orderly• Organized by type /

complementary of each other

• Colors draw attention to the products

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

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

Types of Specialty Merchandise

• Fashion wear– matching sets,

impulse items• Swimwear• Hand bags• Jewelry• Wigs• Pricing strategy

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

Know Your Customers

Who do you serve?• Clients• Caregivers• Family and friends• Community / walk-ins

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

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!”

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

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