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Retailers entertaining new
ideas to spark sales
By Tyrone Richardson Of The Morning
Call
Area
stores are beefing up customer service and personal
touches to lure shoppers.
Patrons listen to live music at Amber Connection
in Allentown. The fashion boutique's owner, Urszula
Abolik, hosts events such as recitals and belly-dancing
demonstrations to draw potential customers. (April
Bartholomew/The Morning Call)
Lisa O'Brien, owner of
Underwired vintage clothing store in downtown Bethlehem,
is focusing on keeping her prices reasonable and getting
to know her customers by name as she tries to make it a
personal experience in her shop.
Urszula Abolik, owner of
Amber Connection fashion boutique on Hamilton Boulevard
in Allentown, hosts events such as belly dancing
demonstrations and recitals to draw a crowd with the
hope they return to purchase some of her store's
goods.
In the midst of one of the
toughest economic climates since the Great Depression,
retailers have been parched for profits as cash-strapped
consumers continue to curb spending.
The lack of profits have
sent some retailers like Reading-based department store
chain Boscov's to file for bankruptcy protection last
year and others going out of business like the nation's
second-largest electronics retailer, Circuit City, and
mall toy store chain KB Toys.
Surviving the tough
climate has forced some retailers into consolidation of
operations, store closures, layoffs, in addition to
balancing a concept of enticing consumers with
budget-friendly ideas like deep discounts, deferred
payments and layaway plans.
With the retail industry
more competitive and customers more scarce, Underwired
and Amber Connections are among some merchants pushing
the entertainment end of shopping to draw a sale at a
later date.
"To maintain viability
during these tough times is to stay with the customer no
matter what," said Charles Marinello, chief executive
officer of Retail Initiatives Consulting Group in
Allentown. "If the consumer is having financial
difficulties you have to be cognizant of that and find
ways to make it easier for them, that being layaway
programs and similar (methods)."
Marinello said retailers
are also shifting to carry large quantities of basic
necessities, adapting to consumers only purchasing their
needs over wants.
Retail trade association
National Retail Federation projects sales in 2009 will
decline less than 1 percent as the nation continues to
succumb to a recession.
Continue
Reading:
http://www.mcall.com/business/outlook/all-outlook09-retailers,0,6602402.story
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