Shop Your Business Like A Customer

Tech Tips

Spread the Word About Retail Pro

It Will Change the Way You Sell

Appealing to Repeat, Loyal Cusotmers, Part 5

Retail SpotLight

Shop Your Business Like A Customer

Have you ever acted or been in a school play? At first you feel uncomfortable, but when you finally let go and actually become the character, the easier it gets and the better the performance you give. That's why we hear of so many actors who research their parts for months before they start rehearsals.

Acting like a customer in your own business shouldn't require much research, after all you have been dealing with customers for years. You have heard all of the complaints, the attitudes, and the whining about price more times than you care to remember. It's time to use it. Shop your store the way a customer would. Approach the front door the same way. If you have windows, look in them the way a customer would. Are they clean? Do they look professional? What kind of image do they give? What are your expectations about the business before you even enter? Do you expect better merchandise, discounted merchandise, unique or unusual, or the same as everyone else?

Once you cross the threshold what grabs your attention? Is the business clean and organized? Is it busy? Is it easy to find things? Is there merchandise that is being promoted or priced so low that you just have to buy it? Is there something that is so different that you just have to tell all your friends about it? Are there cute whimsical signs that make the shopping experience fun? Are there things that are in need of repair? Are displays fresh and full?

Be critical, be hard on yourself, and start to make a list of the things that bother you. I almost wrote the things that you must correct. But if you say that, you jump out of the character of being your customer.

Then ask yourself, "If I were a mystery shopper just coming into the store for the first time, what would I think and what would I write in my report? Would I be complimentary or not?" If you really want to bring this experience to another level, then go shopping other businesses and see how they compare to each other and to you. They don't have to be in the same industry as yours. I had dinner tonight at a popular chain restaurant and asked the server what a certain pin he was wearing was for. He was proud to say he got it from a mystery shopper who awarded it to him for providing exceptional service. You would think he had just won Olympic Gold. The question that always comes up is when should you do this and do you have your employees actually wait on you? First you can do this almost anytime and it should be done at least once a quarter. NO, I don't recommend having your staff wait on you. That can get a little too silly BUT don't be afraid to have your staff shop you like a customer to get their feedback. Then compare your findings.

With the eyes of the customer and being in a role playing/acting frame of mind, you will discover things you just never notice. In my seminars I ask people to ask themselves if they have numbers or slashes on their watches without looking. Then I tell them to look at their watches and it amazes everyone when about 35% of the audience starts to laugh because they didn't know. This is something we look at everyday, 20 to 30 times a day. This is the same premise. It is making you aware of the things that we take for granted and might not notice, like the stain in the ceiling which we have been planning to take care of for the last two years, or where the carpet is worn out, or the unprofessional paper signs that just junk up the business near the cash register.

As I shop stores I ask myself more times than I care to remember, and I am sure some of you say the same thing, "Do they know what their business looks like?" I really think they have just gotten used to their surroundings and just don't notice. Try it. It will make you your own retail consultant and discover things that you never even realized.

For other articles please see http://ricksegelsblog.blogspot.com.

Tech Tips

Extra Tid Bits

1. Reconstruct at least once a month and more during busier periods.
2. Rent your Percons early for your yearly PI. Everyone does them at the same time.
3. A customer greeted with a friendly smile and a "Hi" is more likely to buy and less likely to shop-lift.
4. Scheduling reports to run overnight in Version 8 prevents your having to run the same reports every morning, every Monday or every first of the month.
5. Remember, never edit or delete inventory, always use Clean House.
6. Keep it Clean - clean your hardware every so often. It can really make a difference whether you look clean and professional or dirty and messy.
7. Giving your pet a little pat and cuddle can help to lower your blood pressure and put a smile on your face.

Spread the Word About Retail Pro

Tell another retail store that is looking for a Point-of-Sale system about Advanced Retail Management Systems and Retail Pro and receive a $100 American Express Gift Certificate. The first 5 Retail Pro customers each month that refer a qualified lead* will receive this $100 gift - its that easy! We strive to provide the best Point-of-Sale products and services in the industry and want to pay you to help us get the word out. In addition, if your referral purchases Retail Pro, you will receive our standard referral fee of $500 on account or 4 Client Service Hours. So spread the word about Retail Pro and receive a fee gift each month. Click here to submit your referral.

*Qualified lead: must be looking to purchase a system within 6 months and willing to see a Retail Pro product demonstration. ARMS reserves the right to make a final determination as to what is approved as a qualified lead.

One of the most important aspects of any retail business is to provide consistent customer service even during the busiest times with highly reliable Point-of-Sale terminals. The Radiant P1550 Point-of-Sale terminal is the answer to speed of service, reliability and an attractive space saving design. This all-in-one Point-of-Sale terminal with a 15" XGA Active Matrix touch screen and magnetic stripe reader is designed for high transaction volume. The Radiant P1550 utilizes a Pentium M processor - Intel's mobile architecture optimized for low power consumption and high performance.

The measure of success for any Point-of-Sale terminal is reliability. The P1550 has few moving parts with no CPU or power supply fan and only a backup system fan.  The retail hardened design offers a spill resistant, high impact enclosure that is built to withstand tough in-store conditions with continuous operation.  All this maximizes system uptime with continuous operation

If you should have a service problem, Radiant Systems' service agreements are the best in the industry.  They offer a "replace versus repair" approach.  If your terminal is sent in for repair, parts are replaced based on useful life - you receive a "like new" terminal
guaranteeing the life of your investment.

Radiant Systems offers a compact, functional integration tray that combines the P1550 with keyboard, printer and cash drawer in an attractive package to maximize efficiency and space utilization.  The Radiant P1550 also comes with an optional integrated Order Confirmation Display or standard Pole Display.

The Radiant P1550 Point-of-Sale Terminal will change the way you sell and is approved to work with Retail Pro Version 8.  Contact Bob Evans today to learn more at (303) 738-1800 Ext. 303 or at bob.evans@armsys.com

Appealing to Repeat, Loyal Customers
from Joel R. Evans, Ph.D. & Barry Berman, Ph.D.

Part 5: Special Events Geared to Repeat Customers

With this article, we conclude our five-part series on"Appealing to Repeat, Loyal Customers" Our thrust here is on special events geared to repeat customers.
Just recently, we were talking to some consumers about the things that bother them about the stores they regularly patronize. Among the major factors that they mentioned were one error of commission and one error of omission that they believe many of their favorite retailers are engaging in with regard to special events.

The error of commission:

Many regular customers say they are unhappy when (a) they are sent notices about the "special events" geared to loyal shoppers that actually turn out to also be promoted to the general public and/or (b) they feel that these events do not offer enough of a benefit for loyal patrons (such as opening the store an hour early for a product sale that is then made available to everyone).

The error of omission:

Many regular customers feel that their favorite retailers take them for granted by not having any (or enough) special events for them. They would like to see the retailers somehow reward their continuing patronage; and they think that frequent shopper programs (the subject of a prior article in this series) are a step in the right direction.

For the rest of the article please press here.

Retail SpotLight

R Sports, Inc. of Farmington, NM is the home for the serious sports memorabilia enthusiast.   Richard Ruybalid founder and owner of R Sports emphasizes that all the product is licensed.  If you hare looking for hats, jerseys, gift items, auto accessories and home accessories, R Sports is the place to shop.  They have everything for the NFL, MLB and a large number of the NCAA Schools. 

Richard opened the doors of R Sports all by himself 6 years ago. Prior to this he operated a series of collectible card shops.  His background in wholesale sales to retailers equipped him with the skills to become a retailer himself.  In December of 2003, Richard selected Retail Pro, from Advanced Retail Management Systems as his point of sale and inventory control system.  Prior to Retail Pro, he had a Unix based system.  When asked what he liked about Retail Pro, Richard responded, "It is windows based system that is friendly and easy to use."  Richard likes the way reports can be easily generated with Retail Pro.  With a staff of 11 employees working on the system all the time, Richard is very pleased with the support he receives from the ARMS technical staff.  R Sports also utilizes Retail Pro's ECI module for E-commerce interface to their website. 

When Fathers Day rolls around, if dad is a sports enthusiast, then R Sports will have a gift for him. 

To visit R Sports, please press here  www.rsports.com.

Meet Our Staff

Doug Hubka, Director of Accounting Systems

After starting Business Accounting Systems , Doug joined ARMS in 1994 as Director of Accounting Systems. He has been selling and supporting BusinessWorks Accounting Software as well as supporting the Accounting Link program .

Over the last 12 years.Doug has worked with many ARMS clients in the installation, training and support of the accounting links within Retail Pro. We have recently added Business Analytics to his job responsibilities. Prior to working for ARMS, he was a controller and accountant with clothing retailers; K-G Men's Store, Lancer Stores and Jerry Leonard.

His favorite pastime when he is not working is spending time with his grandson, Brett..

Even if you do not use the Acctlink with Retail Pro, Doug is always open to discuss your Retail Pro accountng issues with you or your outside accountant.