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