Global Exchange Store IdeasAlexandra Berman

Mission:◦Global Exchange (GX), is a fair trade non-profit organization that operates a social justice organization and a store.

◦Dedicated to: Sourcing products from farmers and artisans from around the world to an American audience.

Advocates for sustainable farming practices. Pays farmers and artisans a fair wage for their goods, services and craftwork.

Product Examples:

Portland, Oregon Washington, D.C. Shirlington, Virginia San Francisco, California Berkeley, California

San Francisco, California Berkeley, California

Former Store locations:

Current Store locations:

Portland closed in 2012. Shirlington, VA & Washington, D.C. closed in

2013. Change of leadership summer of 2012 at the

east coast locations.

Closings:

Leadership Opportunity: In light of leadership changes in Virginia and

Washington, D.C., I took the opportunity to meet with the executive director and regional manager when they came to visit the stores July, 2012.

I had worked at the east coast locations for two years.

At the time I was the most senior sales associate and was responsible for 25% of all sales of a ten person staff.

1. Commissions & incentives2. Buying3. Advertising & Marketing4. Wages

Agenda for the meeting:

Commissions & incentives:Suggested a

commission on expensive and unique items.

To the right is a giclee print of President Lincoln that sold for $159.

Industry standard for commission is: 3-5%.

Commissions and Incentive continued:Recommended commissions on days over

a $1,000 in sales. Pooled commissions for highest day totals

between day and night shifts to encourage team work.

The ability to win a global exchange trip.

Buying: Introduce new items more regularly.Incorporate global retail trends when

selecting fair trade items. Poll staff for input about what sells at our

specific locations.

Buying & target groups: Majority of staff and clientele are women.Should focus on women throughout the

year. Women like to shop for the men in their

lives and this is especially true during the holidays.

Make sure to have an ample selection of products for men October-December.

Advertising & Marketing: No formal budget for advertising. All advertising and marketing done

through social networking sites out of headquarters in San Francisco.

The east coast needed their own Facebook, Twitter, or website, so they can advertise local events and drive sales.

Partner with other businesses to diversify clientele and boost sales.

Wages:GX believes in paying a fair wage to

artisans and farmers. Doesn’t give a living wage to the

employees that run the stores. As of 7/1/2012, the living wage for

Arlington, Virginia, (the county where Shirlington is located) was $13.13.

Most Staff received $10 an hour.

Outcome: Acknowledged my initiative and thanked

me for my ideas. The regional director liked my idea of

being more seasonal with inventory.Agreed that the stores lacked products for

men beyond alpaca wool scarves, hats and gloves.

Outcomes continued:Told me that the advertising and

marketing would continue to be centralized from San Francisco.

No mention about the wages, nor the commission, nor incentive suggestions.

Did concede that stores on the east coast are different and should try to diversify strategies.

How IE can help me to improve:Build off of my psychology training and

experience by strengthening my ability to analyze market opportunities.

Better understand how to leverage social networks.

Give me the opportunity to sharpen my presentation skills.

How IE can help me to improve:Connect with peers and see how they

handled similar situations in the work place.

Gain insight about how to implement advertising campaigns.

Learn how to predict what customers want.