May 2012 News from Retailworks Inc.

"Retailwords" by Retailworks, Inc.

Award winning leaders in store design and display.

May 2012

Greetings!

[Downtown Directors - please share with your retailers, restaurant and small business owners.]

Selling to the Subconscious Mind

Have you ever been asked to describe the "emotional content" of your business? It's the part of your business that touches the emotional side of your customer...

his right brain...his subconscious mind.

We spend a lot of time in our left brain, trying to rationalize things and make sense of things, often ignoring any emotional signals we may feel. After all, we've been taught to "think" while at work, not "feel". But most impulse purchases are based on emotion and come from the consumer's subconscious mind, so there is often a disconnect between how executives and store managers "think" in the workplace, and how their customers "feel" while they're shopping. Neuroscientists and consumer behaviorists are bridging the gap...helping executives use both their left and right brains when making changes to the selling floor. So, what is your store's emotional content?

[Is your left brain looking for more info? Click here]

We Don't Sell Boring Slatwall

Sure, you can buy boring slatwall from us, but when you ask our opinion about what slatwall you should buy, we will invariably, have you thinking out of the box before you place an order.

What is slatwall? It's the ubiquitous workhorse in the store fixture

industry. Replacing traditional pegboard back in the 1980's, slatwall grew in popularity due to how many ways it can display products. The standard extremely functional fixture begins as a 4'Hx8'L wall panel made out of medium density fiberboard and is generally covered with white or neutral colored melamine. It allows the user to merchandise a variety of products via

accessories such as hooks, brackets, shelves, waterfalls, face-out bars, bins, etc. It can also hold signs and graphics. OK, boring so far, but this is where it gets fun. You can paint it, cover it with just about any laminate on the market, wall paper it, heck, we've even put vinyl flooring on it! It can be cut to size, ordered to look like brick, concrete block, a cubed wall, or any custom pattern. The possibilities are almost endless. And the panels can also be made into free standing, rotating floor fixtures. We love the product and continue to find ways to use it that make the manufacturer smile, our

clients happy, and our clients' customers buyer product. What kind of slatwall is in your future? Call us to discuss how we can enhance your next slatwall order.

Spring Cleaning & Organizing

Need to get rid of clutter and non-moving products? Looking to create a more productive back room and smart-working transaction counter?

Are you or your employees wasting time looking for things, or running back and forth because nothing is where it should be? Is your back room a mess? Have you ever stopped to think about what your customers are looking at when they are standing at your transition counter? Are they looking at a pile of paperwork? Binders? Office supplies? Calendars? Sticky notes? Empty hangers and boxes? All of the above?

Payroll and rent are two notable expenses on your P&L statement, so if you're employees are unproductive because you're not making the most of your work spaces, then guess what, you're losing money. If you can't afford to lose $, get your space organized. Meet "Emily Reyes" our in-house "organizer". If she can organize us, she can organize you. Let us provide you with a quote to have Emily come out and "Emanize" your space. You won't regret it.

Where can you get used store fixtures if there isn't a liquidator in your area?

Need a fixture but can't afford a new one?

1) Contact your local business agencies, ie: Chamber of Commerce, Main Street Office, Economic Development Office, University Extension Office, and have them post your request on social media, or in any way they communicate to the local businesses. You'll be amazed how many retailers have fixtures sitting in storage...ready and willing to sell them!

2) Reach out to local cabinetmakers and artists. There are many talented retired craftsmen looking for something to do, or up and coming artisans looking to get noticed. These folks will often build new for a very affordable fee, or refurbish something you have.

3) Go to estate sales and flea markets; old pieces of furniture can often be reworked to serve as great display pieces. A new stain or coat of paint, some new hardware, and you can make it fit your "look".

4) Finally, there's Craigslist.

It can be hit or miss, but it's worth a quick post. Just make sure you note a distance, ie: within 60 miles of your shop, so you're not spending time and $ driving to get it.

photos courtesy of: Amanda Wilde owner of Design Vertigo, in North St. Paul, MN.

Who Knew?

Did you know you can increase sales of a product line up to 25% if you get a customer involved with the product? If they pick it up, try it on, taste it, smell it, or plug it in, you will see a difference at the cash register at the end of the day. A well-designed display will encourage your customers to get close and personal with your products. How many of your displays really "engage" your customers?

Client Spotlight: Outpost Natural Foods

Outpost Natural Foods

has been a client (and friend) of Retailworks since 1999. Our relationship started with a small renovation of their first store in Milwaukee, WI. Since then, we have designed the interior of a second and third store, and have been involved in two renovations of stores #1 and #2. The most recent renovation involved a rework and expansion of the original 10,000 sf floor plan, a new color palette, signage, finishes, custom checkout counters and lighting - all in accordance with their sustainable project goals. Lisa Malmarowski, Director of Brand and Store Development, reports, "After our remodel, we have seen double digit sales increases, more customers and bigger basket totals. Our staff and shoppers love the new store and we've had lots of positive comments about the colors and 'feel'. To put it simply, it works! It's a space you want to slow down and savor." Thank you, Lisa...we love working with you and your team!