At the beginning of each year, my sister (Karen) and I have a tradition.  We go to dinner at a local restaurant in the city where our business is located, Lakewood, Ohio and have a pow-wow of sorts.

I come prepared with a long list and a bunch of spreadsheets… and Karen chuckles.

At this dinner, we laugh, we relax AND we usually spend a solid 3 hours treating ourselves to a great meal but don’t get me wrong, this meeting of the minds is serious. This is one of our most productive and meaningful discussions of the year.

Whether you own an online shop or a brick and mortar store, I highly suggest doing this…

Follow along in this blog post to see what Karen and I review – some of these may apply to your business, some may not so cross off the items that don’t fit and use the “Other” fields to add your own.  Here we go…

WEBSITE:

Look at website stats for the current YEAR – Where is most of your traffic coming from?  What pages are people visiting the most?

If you use Google Analytics, you can really dive into this by viewing the demographics of people visiting your site and so much more.  View the stats for a full year, you might find some surprising information.

ANALYZE POINT-OF-SALE SYSTEM DATA:

One thing I’ve learned, don’t assume we know our business just because we’re physically in our store every day.  Data doesn’t lie.

Look at your numbers!   Of course, you’ll want to start with your gross sales but we also take a look at other things too, sales per day, per month, credit card vs. cash sales, which product or product line sells best, which sells the least, what hours do your customers shop with you and much, much more.

We recently reviewed the data from our Square system for nearly two years and found that we had consistent hours where we slowed down in sales.  So we changed our hours.  It was the first time in 2 years we did this but it was VERY clear in our system AND the change in hours totally worked for own lives too so it was perfect!

SOCIAL MEDIA:
 

Which platform is working best? – Do you have an inactive Twitter account or other social media account that isn’t bringing in new customers?  You can probably let it go…focus on 2 or 3 platforms that work the best for you.

Look at your analytics, which day are you getting the most engagement?  What kind of post is more popular and what resonates more with your customers?

Do you have simple metrics system to see monthly results?

How often are you posting?  Is it enough?  Do you need to create a schedule and get organized with this?

Since we started and we transitioned from a DIY to a brick and mortar store, we let go of a few social media platforms. It’s okay to just focus on two social media accounts.  For most shopkeepers, it will be Facebook and Instagram.

SPECIAL EVENTS / MARKETS:

Take a look at events you hosted in your store, the markets you were involved in or the pop-up shops you participated in.  Which ones weren’t so fruitful, which ones took more work than it was worth, which ones were crazy successful and how can you profit more from it if you repeat it in 2018.

 Do you have other markets that are on your radar?  What can you do to get into them?  Is it juried based on photos or your website and how can you improve these things?

How can you simplify your setup for pop-up shops?

PERSONAL OPINION(S) / FULFILLMENT:

If you have a business partner, sit down and talk about what’s working and not working, not just for the business…but for EACH of you too.  My plan this year, like last year is to ask myself and ask Karen what do we LOVE to do in the business and what do we DISLIKE to do in the business.

When we opened our brick and mortar store we became overwhelmed with keeping up with our Etsy Shop listings, so we hired an intern to do this.

If you sit down and have this meeting with yourself or with a partner and find you BOTH really dislike doing something, discuss delegating it to someone.  That may mean hiring an employee or hiring a subcontractor… but get it off your plate.

BUYING AND/OR MAKING PROCESS:

Whether your buy products to sell or make products, you have a system for each of these.

Take a look at your system.  How can you improve it?  Do you find a part of your system bottlenecks production?  Do you find several steps bore you and you could be way more creative and productive if you delegated some of the “boring stuff”?  You might want to hire help or an intern.

Karen and I found that we were spending way too much time on the laptop sourcing products from other businesses or wholesalers so this January we’re heading to America’s Mart in Atlanta.  We’re confident that at least one buying trip a year will afford us way more hours at the shop to do other things!

SHOP SUPPLIES:

Take a look at supplies you purchase regularly (packaging, shipping materials, marketing material, etc) and spend a little time researching more affordable options.

Don’t get complacent.  You might be comfortable regularly placing an order but really take a look at numbers, quality, etc.

For example, this year we’re going to take a look at the number of shopping bags we purchased, the number of stickers we purchased for each bag and find out if it’s easier and more affordable to custom order pre-printed bags.

I have a feeling this will be enlightening….and we might end up with a better-branded bag for our customers!

SHIPPING:

How much are you paying for boxes and shipping for materials?  Can you find a local box supply company?  Can you use the free Priority Mail shipping boxes and supplies from the US Postal Service?

Are you shipping one item at a time?  Can you batch your shipping process so you streamline the process and maybe ship out only 3 days a week.

Are you getting the best rates possible?   Do you need to set up an account with a shipping service to get the best online rate?  If you’re shipping less than 50 packages a month you set up a FREE account with Shipping Easy you’ll get the best online rates AND you can print labels at home.

If you’re in the U.S., have you downloaded the USPS app so you can schedule shipping pick-up?  Do you know you can do this?  You don’t have to go to a local Post Office each time you want to ship something!

Would it be nice to start branding your packaging?  Stickers, personalized notes, pretty tissue paper?

ADVERTISING/MARKETING:

How much are you spending?  Where are you spending it?  Do you need to budget more for this?

If you haven’t started using Facebook Ads, I highly suggest it for both online shops and brick and mortar stores. 

OPERATING EXPENSES:

If you own a brick and mortar store, your space will be one of your biggest expenses.  Rent, Utilities, Insurance and everything else that comes with maintaining a physical location can be daunting.

Can you negotiate a better lease?  How can you use less Electricity, heat, etc?

Do you need to shop for better insurance rates?

Can you find a more affordable winder cleaner?

Also, be sure to look at the percentage of operating expenses to income.

PRODUCTION SUPPLIES:

If you’re making your own products take a look at the production supplies you purchase.

Are you unhappy with the quality, do you need to find a better product?

Can you find the supplies cheaper somewhere else?  Can you find a local business for the supplies, that way you don’t have to pay shipping or freight?

We offer creative DIY workshops in our studio.  We started purchasing supplies from a local wholesale company and we save hundreds in shipping/freight every year because I can pick up the orders.

PROCESSES & SYSTEMS:

Do you find it’s taking too long to finish a task that is repeated over and over again?  Or do you find your customers asking for something regularly but you aren’t prepared with the right paperwork?  We work hard at systemizing many things in our shop.  Here are some examples from years past:

Etsy listings – when we hired an intern we created an Etsy worksheet – we were listing unique vintage items so each listing required customization.  We split the tasks associated with listing an item so the worksheet helped with this.

Custom Services Questionnaire Form – we found we were consistently asking and answering the same questions each time someone inquired about custom painted furniture services so we now have a Questionnaire and Information sheet.  When someone walks into our store or sends us an email inquiring about the service, we simply give them the sheet.

Order forms – we offer some custom items (personalized signs, personalized ornaments and more).  If a customer walks in we are no longer scrambling for a piece of paper – we have premade forms for our personalized items.  Not only does it simplify the process, but it also makes us look more professional and prepared.

Merchandise arrival and pricing –  Now that I’m ordering online more than ever we realized we needed a system for it.  I would order and Karen would generally unpack and price.  BUT many companies don’t include an itemized receipt with an order so Karen was often asking about what we paid for items so she could price accordingly.  I would have to get online or look in a catalog for pricing.  It might seem minor but it was time-consuming.  So now, I make sure I print out ALL wholesale orders and I leave the orders in a slot on our wall organizer.  It might seem silly, but it really does make a difference.

I’m a process and system kind of gal, I can go on and on about this topic.  I use Trello for blogging and as an idea repository, Grum for Instagram scheduling, Facebook scheduled posts, etc.

GOALS FOR NEXT YEAR

Don’t have a business partner to review your year with?  Find an accountability partner!  Find another small business owner that you’ve befriended over the years, reach out to him/her and ask if they would be willing to do this for their own business and schedule a coffee meet-up, lunch or dinner to have your own pow-wow.  I’m not suggesting that you share numbers, but you CAN chat about general topics, bounce ideas off one another and hold yourself accountable for 2018.

Finally, write down your goals!   AND be sure to check-in, see how much progress you’re making.  You can do this monthly or quarterly or even halfway through the year.  It’s up to you.

Your Year-End Review might take hours of work but I promise it will be SO beneficial to your business.  So, don’t wait, start to prep for your year-end-review NOW. 

I look forward to sharing how I’ve been able to help build, market and manage a retail store with my sister—all on a budget. ~ Kathy Cruz

Kathy Cruz, Savvy Shopkeeper
https://savvyshopkeeper.com

Download the end-of-year checklist here.

One industry whose service we hope you will recognize in these tough times is North Carolina’s largest private employer – the retail industry – which employs one out of every four North Carolinians. In addition to donating millions of dollars of product, countless retailers worked with the State Division of Emergency Management to get their stores back up and running to serve their affected communities.  This allowed the State to shift resources to other affected areas. Retailers were there to help their communities, whether it was a grocery store handing out bottled water and ice in their store parking lots, a mass retailer donating underwear and socks to shelters where people lost everything, a furniture retailer loaning an eighteen wheeler to store supplies, or a pharmacy creating a temporary pharmacy in the parking lot so senior citizens could get their necessary medicine. North Carolina’s retailers went the extra mile to get supplies, such as food, water, medicine, gasoline, plywood, generators, ice etc. from their distribution centers to their stores in the hardest hit areas despite numerous road closures and significant detours. One independent grocery store owner in Princeville told of their store manager who lost everything she owned for a second time but showed up to work and take care of store customers because she knew the struggles they were facing.

When Kinston, Lumberton, Goldsboro, Princeville and others needed help, they turned to their local retailers that are always there to help their communities. These are the brick and mortar stores, both Independent and Chain, who are engrained in every community across North Carolina. They employ our neighbors, pay property taxes, collect the sales taxes that fund our roads and schools, sponsor the Little League Team, High School Band and School Spirit Night, and they packed sandbags as they waited for the Neuse River to crest in Kinston.

Meanwhile, where were the online competitors to your local retailers? Were Overstock, eBay, NewEgg, etc. packing sandbags or donating bottled water, socks or ice etc.? No. Yet, these are the same companies that take advantage of a 7% sales tax loophole that is killing brick and mortar businesses and that Congress needs to fix. These companies don’t collect sales tax but they transport their boxes of merchandise on our roads and send those boxes to our landfills that are paid for by the sales tax local retailers must collect. When did you ever see the local Little League Team with Overstock.com emblazoned across their jersey or NewEgg as a member of the High School Booster Club?

As we head into the holiday season, with Black Friday and Cyber Monday around the corner, please consider making a donation to an affected community or sponsoring a family that lost everything. And when you think about opening up that laptop to order a gift or even your laundry or dish detergent, close it and go to your local store to buy it instead. Support those businesses that support what you care about in your community – your schools, your youth organizations, your Food Banks, and employing your neighbors – and ensure that if a disaster hits where you live they will still be there to help.

Editorial submitted by:
Andy Ellen
President and General Counsel
North Carolina Retail Merchants Association

Although Hurricane Matthew has brought destruction and heartbreak to North Carolina, the hurricane has also shone a light on the instinctive goodness in North Carolinians and their overwhelming determination to help communities in distress.  NCRMA is very proud to represent our retail members who are working hard to get their stores reopened and restocked to help their neighbors and their communities even as they themselves deal with flooding, power outages and damage. Our retailers are navigating closed roads, bridge closures and curfews to get donations to the areas that need it most and product to their stores to serve their communities in need.

It has been a tireless effort by the NCRMA staff, but also our sincere pleasure to assist our members in keeping up with ever-changing road and bridge closures, curfew updates, obtaining emergency passes, fielding donation requests, and helping them to regain power.

The need for North Carolina will remain for days, weeks and even months to come. As in past disasters, we know that you, our members, will continue to support your communities in any way you can, and we will do whatever is necessary to support you.

Please don’t hesitate to call on us if you need assistance. We will do everything we can to find the necessary information or resources to enable you to have your business up and running.

During emergency situations, such as Hurricane Matthew, NCRMA partners with the North Carolina Emergency Management Division to bring NCRMA members up-to-date information. NCRMA staff shares email updates as soon as we receive information.  If you wish to receive these updates, or would like someone from your company to be added to the list, please email Lexi Arthur at lexia@ncrma.org today. We will continue to send updates as long as necessary.

Also, if any of our members have realized during this event that you need a Re-Entry Certificate please email Lexi. This certificate will allow you to deliver essential items to areas during and after a disaster.

We also offer our sincere thanks to folks at the North Carolina Division of Emergency Management as well as the lineman at Duke Energy, Dominion NC Power, the Electric Cooperatives and Electricities working hard to restore power.

The Glass Jug, a retail craft beer store in Durham opened just 2 years, is owned by Chris and Katy Creech. They were named as award winners in recognition of their role as not just part of the craft beer movement that’s taken North Carolina by storm in recent years, but for being at its forefront.

The Glass Jug has one of the largest selections of locally­made beverages in the state, with at least 75% of their draft options being locally-sourced.  Even with impressive growth, the owners listen and respond to customer demand including increasing their inventory of packaged beer, wine, and cider, and adding more non­alcoholic options including a tap for locally­made soda.

In addition, all employees are Certified Beer Servers through the Cicerone organization, showing a high level of knowledge of the many craft beer styles, their histories, and how to properly serve draft and bottled beer, operate and troubleshoot a draft system, and ensure “beer clean” glassware.

The store has now become a community center and meeting place for South Durham and the entire staff takes pride in how involved they are in the local community including hosting meetings for local clubs and supporting local charities. The Glass Jug sponsors Team on Draft, a local cycling group that raises money for the National MS Society and were the 2nd highest fundraising team in NC this year. They have also co-hosted a fundraiser to benefit the Chapel Hill Ronald McDonald House and hosted fundraisers for the Carolina Poodle Rescue, the Carolina Beagle Rescue and Hope Animal Shelter.

Chris and Katy appreciate the way they have been embraced by their local community and their new industry and are mindful of their opportunity to positively impact others. "We were thrilled to be selected as an NC Retailer of the Year, particularly as such a new business. We have put in a lot of work over the past two years, and the response, from both our community of customers and our peers in the industry, has been phenomenal. We're so excited to be playing an active role in our local community and helping support other local businesses", Chris said of the recognition.

The Creeches are active members of the North Carolina Brewer’s Guild and serve on NCRMA’s newly-formed Retail Beverage Council. As for Chris’s encouragement for new retailers or those contemplating the exciting world of entrepreneurship, "There is always more to be done. Make sure to take time to enjoy each step along the way, because with each small success and step forward, more work and bigger goals always present themselves. It's easy to get caught up in it all, so take time to celebrate (with a good local craft beer, of course) and soak it in. Don't wait until you feel like you've 'made it' or even until you feel like you're 'caught up,' because it's just not going to happen as a new small business. You have to make yourself take the time."

Moon and Lola is the creation of pharmacist-turned-jewelry designer, Kelly Shatat, a Raleigh native and graduate of UNC-Chapel Hill who launched the line in 2003 after a successful career as a pharmaceutical rep and clinical pharmacist.

Kelly, a creative type at heart, turned to designing jewelry as an outlet to fill the creative void left by her career in pharmacy. She got her start in the jewelry business by making and selling jewels at a Junior League holiday show in Greenville, NC where she took orders from several local boutiques. She began traveling around North and South Carolina, calling on boutiques, hosting trunk shows and picking up new wholesale accounts. She continued to make jewelry on her sofa at home, but as demand increased, she moved production to her dining room table, and then to her garage, at which time she recruited friends and pharmacy technicians to help. Finally, after she outgrew her garage, she moved production to a small studio space in downtown Apex and hired full-time help.

The name Moon and Lola originates from the nicknames Kelly (aka Lola) and her best friend, Avis (aka Moon), chose for one another while in college. The name captures the elements of lightheartedness and joy that their friendship and the company represents. “I wanted to remain lighthearted in business,” Shatat said. “There was nothing more lighthearted than how we felt at that time. The name is such a part of what this is. It’s a story of friendship.”

Best known for its personalized accessories, including its signature acrylic monogram necklace – a Moon and Lola original, pieces are handcrafted and assembled by the company’s jewelry artisans in its Apex production studio. Designs are chic, sophisticated, and classic with a modern twist. In addition to the brand’s best-selling monograms, nameplates, initial charms and cuff links (recently named as one of Oprah’s Favorite Things!), the line also includes sparkly earrings, stackable rings, state charms, zodiac signs, Greek letters and gift and home accessory items including conversation mugs, pillows and wall art.

Moon and Lola has graced the pages of fashion and lifestyle magazines alike, including InStyle, Lucky, People StyleWatch and O Magazine, just to name a few.  Today, the line can be found in the company’s four retail locations (Cameron Village, Downtown Raleigh, Crabtree Valley Mall, King Street in Charleston, and Downtown Apex), as well as more than 1,000 boutiques across the country and overseas including, Neiman Marcus and Nordstrom.  

Making people happy through fun and stylish jewelry isn’t the only contribution the company makes. Moon and Lola has a huge impact through its charitable endeavors, not only in Apex where it is located, but across the state, country and world. Kelly designed a collection in collaboration with Bob’s Buddies, a triangle-based charity founded by a Raleigh-based radio host, which funds research for pediatric brain tumors. Moon and Lola donates a portion of the proceeds from sales of the collection to Bob’s Buddies. Kelly was a Make-A-Wish 2016 Wish Champion for the Eastern North Carolina chapter. Moon and Lola partnered with the Make-a-Wish Foundation of Eastern North Carolina to grant the wish of a child with a life-threatening medical condition. Kelly is a Woman Inspiring Strength & Hope (WISH) Champion committed to making a difference in the life of a child. Also, Moon and Lola’s Raleigh and Charleston stores sell beaded necklaces made by the Akola Project, a group who trains women in Uganda, and 100 percent of the proceeds go back to their villages.

“It’s such an honor to be named one of the North Carolina Retailers of the Year by the North Carolina Retail Merchants Association,” says Kelly Shatat. “At Moon and Lola, our mission is to spread happiness to others and we strive to do so through our merchandise, customer service and charitable giving. Being a recipient of this award tells us that we are on the right track and helps spread our message and mission across our wonderful state.”

This year our association shined a light on four businesses whose impact has been profound. Over the next few months we will introduce you to each of them. The first 2016 Retailer of the Year we are going to feature is Starnes Jewelers of Albemarle, North Carolina. Because the award is given to the business, the plaque presented reads ‘Starnes Jewelers,’ but for anyone in Albemarle, or much of the surrounding area, Starnes Jewelers IS Gene Starnes and his family.

Starnes Jewelers in Albemarle North Carolina is the quintessential small family-owned business. Started in 1898 by F.E. Starnes from Union County, the business has been run by only three generations of Starnes spanning 118 years. In 1907 the Starnes and Parker families built the building that housed Starnes Jewelers, another business, and the Opera House which served as the entertainment hub of Stanley County and is now a favorite site of paranormal enthusiasts, famous for recorded ghost sightings. Starnes Jewelers has continued their store in that location since the building’s completion and in 1995 the Opera House/Starnes Jewelers building was placed on the National Register of Historic Places by the U. S. Department of Interior.

The original Starnes Jewelry Store business was a multifaceted operation.  In addition to jewelry, the store offered optician services and sold textbooks to students attending local schools.  However, for many years now the store has focused on fine jewelry and gifts, including a complete selection of bridal goods.  But it is more than just a local store. Locals are quite accustomed to coming to Starnes to buy their tickets to cultural affairs such as Uwharrie Player productions and other civic events.

Starnes was one of the first jewelry stores in North Carolina to be admitted to membership in the prestigious American Gem Society, and has been a member for over seventy years.  Members of the family have held important positions in the society at both state and national levels. Gene Starnes, the present owner, and his brother-in-law, Chris Bramlett, have both served as President of the North Carolina Guild (stores belonging to the American Gem Society) and the North Carolina Jewelers Association.   

Over the years Gene Starnes has served on numerous boards and committees in his church and community (Chambers of Commerce in Albemarle and Lexington, Albemarle Downtown Development Corporation, Albemarle Downtown Business Association, and the Albemarle Sesquicentennial Committee).

Prior to joining Gene in the jewelry business in 1981, Chris Bramlett had a career as professor and administrator at two universities, The University of Alabama and East Tennessee State.  Still maintaining a tie to education, Chris is a Trustee Emeritus of Pfeiffer University and a Trustee of Stanly Community College. Chris was also a founder and Director of Bank of Stanly (now Uwharrie Capital Corp).  In 2012 Chris was named to the Board of Directors of Stanly County Community Foundation and served as Chairman 2014-2016.

Community service is a family affair with the Starnes/Bramlett family. In 2008, Chris was designated Main Street Champion by the North Carolina Main Street Center.  In 2015,  Patricia Starnes Bramlett, wife of Chris and sister to Gene, was named Citizen of the Year for Stanly County by the Stanly County Chamber of Commerce in recognition of her many contributions to the cultural well-being of the county.  

The Starnes Jewelers family can always be counted on to contribute to local charities, provide tours for school children, and mentor new jewelers across the state and the country, but despite their prominence and undeniable mark on downtown Albemarle, Gene Starnes and his family continue to display an incredible humility and servant spirit.

“I’m very excited to be honored with such a prestigious award,” said Starnes. “My family has worked for three generations and 118 years to be the best retailers we could for our customers and our neighbors, and I’m so humbled to have been recognized for our efforts.”

Teens, are you looking for a summer job? Need some spending money or saving for a car or college? A job in a retail store can be a great way to earn extra cash, get some discounts on your favorite stuff, and meet new people. Many retail stores look for people to work shifts on weekends and evenings, when business is busiest, which makes a retail job perfect for students and teens looking for a job that fits around their busy schedules.

You can work at a retail store that specializes in particular merchandise, like electronics, books or clothing, or work at one of the larger retailers and department stores that carry a variety of different products. The nice thing is that retail stores are in every corner of every city, town or neighborhood. They offer part-time work to teens and students on a regular basis. Larger retailers will hire hundreds of hourly workers every year.

Depending on trends in consumer buying, most retailers concentrate the majority of their hiring around key shopping seasons, but many companies have year-round staffing needs and those retailers are always on the lookout for fresh faces to greet customers and staff their stores.

Whether you like meeting lots of different people, like to help others find just what they're looking for, or are simply looking for some good discounts on the things you like and financial independence, a retail job can be great way to spend a few hours of your week making some cash.

Just for Retailers

For small-business owners, according to American Express, there can also be several benefits to hiring teenaged workers, including:

1. Lower pay, fewer benefits. Since most teens work part-time—and it may be their first job—they may be satisfied with minimum-wage employment that offers them flexible scheduling and the opportunity to learn some skills. The federal government and some states already allow employers to pay teens a lower minimum wage, at least for a certain time period. Teens also often don't need the employee benefits that older workers expect.

2. Fresh perspective. Many businesses can benefit by hiring Gen Z (“the Internet generation”) employees, who look at the world with a very different perspective than older generations.

3. Tax credits. Some states offer employers tax credits for hiring young workers. New York, for example, recently expanded eligibility for its tax credit for hiring workers aged 16 to 24.There are also special tax breaks for business owners who employ their own teenaged kids.

4. Ability to make an impression. Younger workers may be less set in their ways than older workers with more work experience, giving employers greater ability to train and groom them and instill work ethic.

Keep in mind that there are also many federal and state rules about hiring workers under age 18. It’s important to know your state’s rules before hiring a teenager at your business.

Finally, we have also provided you with some information on things to know before you hire teens to work in your store this summer, such as hazardous job details and restricted work hours. Check out this overview.

Enjoy your summer!

Head Outdoors

If your store has an outdoor entrance take advantage of that space and go outside where your customers are. If your location allows it, put out signs that can’t be overlooked announcing special sales and promotions or hot new merchandise for the summer. Customers are always looking for a good deal, so again, if your location will accommodate a small table or hanging rack, put some items out to entice them in.

Also, I know of a small pet store that puts out water bowls for dogs. This would be a great idea for any retailer to implement. It provides refreshment for the dog but more importantly it allows the pet’s owner a moment to stop at your store and take in your signage and window displays. 

Easy but effective.

Keep it Local

With summer comes festivals, races, outdoor concerts and other community events. Find the one or two that cater to the customers you want and find a way to plug into it. If there is an opportunity to set up a sales tent near the event, consider that. If not, market your business other ways such as by providing giveaways, even small ones. For example, water bottles or fans would be appreciated on a hot day. And don’t forget to pass out your coupons and sales fliers! If none of those will work, check out the sponsorship packages or reach out to the event organizers for other ideas. You might find the perfect fit to reach your customers.

Customers remember the community supporters.

Set the Tourist Trap

If your store is in a tourist location don’t pass up any opportunity to capitalize on that. For instance, there is a restaurant in the town we visit every summer that includes a coupon in our welcome package from the property rental company. Do we use the coupon? Every year.

Find a way to partner with another local business and cross-promote with coupon-sharing, sale brochures and even website advertising. Is there a rental company, restaurant or hotel with whom you can collaborate to increase business?

Also, be sure your local visitor’s center or chamber of commerce has you included on any map or business list they give out. If you aren’t automatically included, find out if it’s a cost-effective option to pay to be added, especially if you’re not in a prime location.

Summer is a season full of energy and fun. Find a way to bring that energy in and around your store and it, in turn, will bring your customers in too.

Now, just over nine years later, my career has led me back to retail. Once again, I am working with NCRMA. Although my role here will be different, as the new senior director of communications, the important things are still very much the same. Sure, we are in a new office and there are lots of new faces on staff and on the board, but here are the two main ideals I’ve witnessed in practice since I’ve been back on staff.

• NCRMA is still working every day to be the voice of retail – with legislators, mayors, media and anyone else who needs to hear the positive message of retail’s contributions to North Carolina. Our sole purpose is still to serve our members whenever and however they need us. 
  
  
• Retail is strong and thriving in North Carolina, because no matter what they sell or the size of their store, retailers still want to serve their customers and employees, grow their business, create jobs and support their communities.

In my first week back, I was able to attend NCRMA’s Spring Board Meeting and I saw a board and a staff focused on how to continue to expand the organization’s support for the state’s retail industry. It’s not always an easy task when the size and scope of our retail members are so diverse, but it’s a task that is taken on with incomparable commitment and a wealth of knowledge on our side.

It would be misleading to tell you that I’m not a little overwhelmed right now. Day eight of any new job can do that to you. But here are three things I see as my immediate, and likely ongoing, challenges:

• Create messaging to our existing retail members as well as potential members that will create and raise their awareness and understanding of the real value of membership in NCRMA.

• Educate and inform consumers about the contributions of the retail industry to our state. This includes the economic impact of the jobs provided, taxes paid and sales tax remitted as well the philanthropic support of everything from little league baseball teams to national charities.

• Energize and inspire the next generation of retail staff, entrepreneurs and supporters, by extolling to high school and college students the career opportunities that are available in the retail industry far beyond what they imagine.

It is good to be back at NCRMA.

I am glad to work for an industry and an association that I strongly support.

I look forward to the challenges and opportunities ahead.

Each year, our membership survey asks you, our members, what you would like to see us provide to you and each year ‘education and training’ and ‘networking’ are two answers that receive the highest rates of response. Meet-ups offering people information on social media marketing and ‘business operations’ are heavily attended and there are no shortages of opinions, from friends and family to expensive on-line ‘gurus’, on how you should be or could be running your business. We realized that not only were our members asking us for assistance but there were a lot of other people who were seeking help as well.

We also have a running list of questions from folks who called us and from those we met when we were traveling and visiting members and prospective members that we sought to answer.. Over the last year I have had the privilege to teach workshops in Community College Small Business Centers around the state, hold presentations for many of our Chamber of Commerce partners, and work one-on-one with members. Throughout this journey we were met with people eager to learn as much as possible to start or better their businesses. All of these things led us to create something of value for North Carolina retailers.

It was obvious to us that training was needed but we struggled with finding a platform of delivery that would be most advantageous. While our surveys and our own experiences proved that education was needed and desired, we also knew that the average retailer wore multiple hats and often couldn’t attend the training they sought. Their time was valuable and we had to provide them with a true visible return on their time investment if they were to attend an event. We committed ourselves to the idea of TAP-Tangible, Actionable, Practical-and vowed to make everything we offer to our members could be immediately or easily implemented in their businesses in a tangible and achievable/practical way. The popularity and genius of the TED Talks platform inspired us to name and fashion our delivery as TAP Talks.

Our attendees were given thirty minute presentations from nine speakers on topics ranging from merchandising to intellectual property. Each speaker provided a one page hand-out with the top points via checklists, charts and tip sheets. They were encouraged to introduce themselves to each other and to eat lunch with those they hadn’t yet met. When they arrived, the card at each chair gave them a fun list of ways to maximize their day including taking notes, asking questions and meeting fellow business owners. And it worked! 

Every single session had more questions asked than the speaker had time to answer. Every attendee literally took pages of notes. Each speaker was eagerly sought out by attendees over lunch, in between sessions and in our networking time at the conclusion of the event. We had over 60% of our attendees respond to our survey, an incredibly high percentage. We are excited that 100% of attendees are eager to attend another NCRMA event and every attendee felt the event met or exceeded their expectations. We have already had calls from folks who have now heard about TAP Talks from a friend or colleague and want to attend an upcoming event.

Our blog post from March 9th found here talked about finding the balance between working IN your business and working ON your business. Each one of our participants learned something that was worth the time they took to attend.  This is one of my favorite comments from a respondent to our survey:’ As a service oriented business, I was hesitant at attending what, at the outset, appeared to be strictly geared toward retail. WOW....I was wrong. I learned something from each talk. Thank you NCRMA for doing this!!’

One of the many benefits of membership in NCRMA is our training and education. We have many subject matter experts among our staff and access to many more through our Allied partners and our member service providers. The calendar on our website lists our upcoming training and we update it weekly so get in the habit of checking to see what is coming to your area. If you don’t see training convenient to your location, or would like us to make sure to visit with you on our next trip, please email me, jeannee@ncrma.org and let me know. You’re our member and we’re so appreciative of that and urge you to maximize your membership with us by taking advantage of our training opportunities and let us know what topics you’d like us to address. We are here for you.

A Retail T.A.P. Talk article

Tangible, actionable, and practical are the roots to any successful business plan. Over the course of my career I have been fortunate to be involved as entrepreneurs branched out with their own ideas and services to carve their path. Each of them had a different and unique approach as to how they would work towards success. Not all of them found the success they were looking for, but those that had invested in creating a plan and sticking to it were the ones that usually made it work.

I’m excited to be a part of the process of bringing these elements of planning via the T.A.P. Talks that the North Carolina Retail Merchants Association (NCRMA) is hosting. Providing tips and information that can help small business owners succeed on a variety of different topics is a tremendous value.

There are numerous things to put together when running your business. You’re going to be spread thin monetarily, physically, and perhaps even emotionally. Having the proper insurance coverages in place can help you rest a bit easier. Let’s take a look at some quick examples:

Your business property is an integral part of your business. Many business owners consider it to be stock that they have on hand and, frankly, often underestimate the figure in order to keep insurance costs low. What many overlook is that it also includes the property necessary to run the business as well as any improvements or betterments that have been made to a leased space to make it functional for the business operations. This omission can lead to significant differences in coverage requirements which can ultimately result in not getting the settlement you anticipated in the event of a claim.

Business Income and Extra Expense coverage is another valuable coverage that can be extended to small business owners when property insurance coverage is purchased. Business Income and Extra Expense coverage can save your business in the event of a partial or total loss. The coverage allows for the payment of necessary business expenses that continue during the period it takes for your business to be restored, and the extra expense coverage will pay if you resume operations with expenses greater than those you were subject to prior to the loss. This insurance not only replaces lost business income while the office and its contents are being rebuilt and replaced, but it can also cover the operating and payroll expenses necessary to keep you and your business on your feet after a loss. 

We will also discuss liability coverage and what it does to help protect your business. As a business owner with a storefront you have a premises and operations to maintain. Consider this scenario: A customer at the store you own trips over a fixture and sustains a significant injury from the fall. Bills for the hospital visits are submitted to you for payment. Your liability coverage will protect you from claims of negligence. Your products and completed services may also lead to injuries as well.  For example, as a baker, you sell a cake and a customer alleges that nut shells in the cake caused a broken tooth. These claims usually take a good deal of investigation and the cost of a lawsuit isn’t just about the settlement amounts. The cost to defend the lawsuit can be as much or more than some settlements.

Professional liability for those that provide services is another important coverage. Consider this a type of malpractice insurance. Everyone is familiar with doctors and lawyers carrying such a policy, but those that provide professional services have a similar exposure as well. Let’s say, for example, that you have decided to use a professional party planner to throw a party for your college graduate. You’ve agreed to have the food catered and for a band to play at the event. The day arrives, so do 150 guests, and there is no caterer or band because the planner booked the incorrect dates. Who do you expect to pick up the tab?

We’ll also go into detail about workers’ compensation, which is our specialty at First Benefits Insurance Mutual (FBIM). This may be the one area where people roll the dice more than others. You may not realize the amount of risk you are putting on you and your business when you fail to carry workers’ compensation insurance - even if state statutes say you’re not compelled to do so. North Carolina law mandates that you must carry workers’ compensation insurance when you have three or more employees, but your liability begins when you hire the very first one. 

Please plan on attending one of the T.A.P Talks that NCRMA is hosting. The value is fantastic, and you’ll walk away with something Tangible, Actionable, and Practical that you can utilize right away!

Written by Richard Suddarth, Vice President of Marketing and Administration for First Benefits Insurance Mutual. www.firstbenefits.org

Disclaimer: 

This article and the information presented during T.A.P. talks are meant to demonstrate basic principles and ideas regarding insurance coverage. These are not recommendations as to coverages your business may need or require. Please consult your insurance agent for a needs analysis based on your specific business operation.

The first Retail TAP Talk will be held on Thursday, April 7, in Morrisville.

Registration is limited to the first 50, so sign up TODAY!

A good friend of mine is the successful owner/operator of a 2^nd-generation family furniture store and interior design service. She says her key to being a successful small business owner is to spend 60 percent of her time working on her business and 40 percent of her time working in her business. She works 60-plus hours a week, but less than 40 percent of that time is on the sales floor. By focusing her time on other things, she has found a recipe for success.

How can you spend more time working on your store rather than in your store?

1. Share more. On social media. You started a business because you were passionate about it. Share this enthusiasm with your potential customers. Did you know that with the proliferation of mobile usage, 70 percent of customers use online tools in purchasing decisions? Close to 60 percent of customers have already made the decision to purchase by the time they get to the store. Social media may be the elephant in the room, but small business owners must embrace the power of it and use it to engage and entice customers.

2. Use technology to your advantage. Can you track, manage and understand your e-mail marketing efforts? Do you know how to use Facebook, Pinterest, and/or Instagram for marketing? Do you have a website? Do you sell your products online? If not, the time is now! As we've mentioned in previous posts, SnapRetail is a calendar marketing system organizing Twitter, Facebook, Pinterest and e-mail marketing with hundreds of pre-written posts and e-mail templates to make sure you always have something fun and interesting to convey to your customers. 

3. Set employee expectations. How do you greet your customers? Train your employees to greet and treat your customers exactly as you would – expect nothing less. You and your employees must be on the same page, delivering the same message about your store brand.

4. Share your knowledge. Customers love to know the back story of a product. Take the time write love notes on some of your favorite things and set these out with the merchandise. Direct your employees to share the back story on why you buy from certain manufacturers, how to care for the products in your store, offer recipes, etc.  [Note: Circling back to point #1, these are also great pieces of content to share on social media.]

5. Signage is key. Did you know that one-third of your customers do not want to talk to you? Offer more signage in your store to share store specials, new inventory, interesting facts about a product, staff favorites, etc. Make sure signage can be easily read from at least four feet away. Always have a fresh set of eyes check signage to ensure against typos.

6. Seek local media. Do you have an interesting story to tell? Do you feature cool local products that no one else stocks? Are you working with community organizations? Do you hire veterans? The media is hungry for local, compelling stories.  Stephanie Beck, a news producer with WRAL, says that as a result of the media now being a 24/7 digital cycle, reporters welcome event photographs and summaries to fill gaps in weekend editions. A great earned media article will bring customers to your store more often than any amount of money you spend on advertising.

7. Embrace customer feedback. Your customers shop at other stores that sell similar products. If a customer takes the time to give you feedback (on your employees, on your prices, on your signage, etc), treat it like gold. She is providing insight into what will make your store improve its current offerings. Who wouldn’t want that kind of feedback?

8. Support your neighbors. In today’s “Shop Local” movement, you need to make sure you walk the walk and talk the talk. Are you shopping at your neighboring stores? Do you donate time and/or product to community organizations? Local PTAs are always looking for additions to Silent Auctions, coupons for Terrific Kid programs, etc. Better yet, ask your staff to choose a local charity and donate proceeds from your sales to it. When you reach out and become involved, good things will happen.

9. Identify your competition. Whether it’s a fellow independent business across the street, across town, online-only, or a chain retail store, you need to know what their product offerings are and the price at which they are selling. You should also research your competition’s store environment, customer service, and return policies. While you may not always be able to compete on price, you can compete on these last three. As Nicole L. Reyhle says in her book Retail 101, “While visiting your competition may not seem like a valuable addition to the to-do list, it’s possible that it’s among the most valuable things you can do as a business owner.”

10. Network. Many independent store owners become so focused on the day to day that they forget the importance of the network. Join your local chamber or downtown alliance; join your state trade association (yes that’s NCRMA!); and attend the events we all host. Why? You will build relationships with powerful advocates who want to help you succeed. You will meet prospective customers. You will learn from the sharing of ideas and insider information. No one can run a successful business in a silo. To that end, NCRMA has lined up an impressive array of professionals to speak at the newly-launched Retail TAP Talks. With three convenient locations confirmed and a possible fourth in the western part of the state in late October, you should make plans now to attend one of these day-long Retail Boot Camps! 

Tweak your work week so that you’re spending more time working on your store rather than in your store and watch your margins grow!

The first Retail TAP Talk will be held on Thursday, April 7, in Morrisville. Registration is limited to the first 50, so sign up TODAY!

Bi-weekly blog from the N.C. Retail Merchants Association 

With Valentine’s Day smack dab in the middle of February, we thought this week’s post should be about Finding Something to Love. Because when you think about it, finding something to love is often the key to success for retailers and small businesses. Finding products and services about which you feel passionate is paramount in your ability to attract customers, sell your products with conviction, and learn more about the community you serve.

Most businesses use “Market” or buying shows and tradeshows to gather new product information and purchase products for their stores. The most successful shows are those attended with a clear goal in mind and focus on accomplishing your pre-show goals.

Why You Should Attend Buying Shows

There are a number of reasons to attend tradeshows and markets. The main reasons given for not attending these events are time and expense. Honestly, tradeshows save you both. Time is the most valuable resource a retailer has. Setting aside ten to 20 days a year to attend a tradeshow is a really smart use of your time.

First, it allows you to combine education, your seasonal inventory purchasing, networking, and valuable time outside of the four walls of your business. Imagine the time you would spend attempting to accomplish all of the things you can accomplish by attending just two tradeshows. If you were to try to track the time you are, or should be, spending to take ten or more classes on retail-specific topics, you would end up traveling multiple times. Consider the time you would need to research potential wholesalers, new designers, and cross-sell products. Additionally, the time you would spend attending local networking events quickly adds up at just one event per month. What many retailers lack, and sorely need, is time outside of your business to look in… a few times a year at a tradeshow affords you this outside-in perspective in a way that simply taking a day off does not. Realize a show gives you the opportunity to combine all of these keys to success into several trips per year, providing you huge time savings and an invaluable investment in your business.

In an article in Forbes Magazine, Georganne Bender and her partner Rich Kizer, retail speakers and consultants, stressed the importance that businesses of all sizes gain from attending tradeshows.

“Missing out on your industry’s tradeshows can impact your business success in a variety of ways, including the missed opportunities of finding new vendors, staying competitive to your competition, and not expanding you store’s inventory based on market trends and proven data.”

What Shows Should You Consider?

There are a number of shows each year but here are several national shows to consider:

·         Apparel and Accessories-Intermezzo Collection

·         Stylemax, Fame (junior apparel)

·         Moda, Dallas Apparel and Accessories Market

·         AmericasMart Atlanta Apparel

·         Capsule (men and women)

·         Project (men)

·         MAGIC

·         ASD Market Week - great article about this show here

·         SPREE

·         Children’s Products-ABC Kids Expo

·         Gift and Specialty- ASD Market Week, SPREE

·         Pets - SuperZoo, Global Pet Expo, The Aquatic Experience

·         Jewelry - SJTA Atlanta Jewelry Show, JIS Show

Also ask your peers in other cities who aren’t competitors to provide you with show recommendations. Google a few brands that you like and review their exhibit schedules. If you like a brand’s products, they are most likely exhibiting at shows with other wholesalers you would like.

Before The Show

Make travel arrangements as soon as possible. Most events have negotiated room discounts, but lower-priced rooms often sell out fast. If you have peers who are attending, see if room sharing is something that makes sense to save money. Remember that Tuesday and Thursday are typically days with lower airline fares. Determine if it is worth altering your arrival/departure dates to take advantage of a discounted ticket.

Get a map of the exhibit floor and plan your time. Make a schedule to see all of the vendors that you are sure you want to meet with at the show. Make appointments with them prior to the show if possible. Leave some time to visit booths that catch your eye or that are recommended to you by other attendees, but DO NOT break your planned schedule to do so. Set aside two hours in your schedule to find the hidden gems, but don’t wander around and find that you’ve no time to take care of your appointments.

Plan a budget and stick to it. So many retailers find themselves overspending at shows. Ask exhibitors with products you like, but haven’t budgeted for, if they will extend their show specials for an additional month. New and independent vendors are more likely to make exceptions to get on your shelves.

Research trends, survey your current customers, and decide how much space and money you are willing to set aside for untested brands and merchandise. Go into the show with a focus and a plan.

Follow the event hashtag on Twitter, Instagram and Pinterest. Many vendors will post specials, invite followers to special preview hours, and answer questions prior to a show. You can also reach out to fellow attendees and have coffee times set before you go.

At The Show

Make a point to make an impression on the vendors you meet and visit. Vendors have a preferred list of favorite customers so when special buys, limited editions, or promotional give aways are up for grabs, your relationship with your vendor is the difference in where you fall on that list.

Be sure to have business cards and make these as unique as possible. Take time to give your vendors feedback. You can compliment a design that sold well, share feedback from your customers about the fit or reliability of their products, and thank them for working with you during the year. 

Attend all the educational sessions that you possibly can.  Most shows offer great educational sessions from people who are in your specific business. You can learn practical, operational information on inventory management, cash flow, trends, store design, etc. from proven experts.

Take time to meet your peers. Store owners just like you have the same issues that you have and have often faced (and solved) some of the problems you may face now. Chat with others between sessions and ask other buyers why they liked about particular products you’re considering adding to your store. 

After The Show

Go through all of the catalogs and cards and sort them into four groups: 1) Will Buy Now, 2) Might Buy Now, 3) Might Buy Later, 4) Will Never Buy. Take the “Will Buy Now” group and do a quick Google search to make sure the prices offered to you at the show or in the catalog are the best available. Run your margins one more time to ensure these items will be profitable. Then call and negotiate the best possible price. If a slightly larger order saves a considerable amount of money, look through your list of new networking contacts from the show and determine if an owner in another part of your state or another state might want to group purchase with you.

Take the “Might Buy Now” group and be clear about your hesitation in making the purchase. If you are unsure for any reason other than price, ask to order a small group to test in your location. Newer vendors are usually more open to establishing a relationship and are more flexible. The other two groups should be filed for you to review before attending the next show.

Go through your program and your business cards and find the websites of the speakers you enjoyed and any resources they recommended during your sessions. Sign up to receive newsletters or blogs from the speakers and follow your favorites on social media. Chances are you will continue to glean great tips from their communications. Use the business cards of the networking connections you made to connect on Twitter and LinkedIn.

Lastly, visit the sites of all of the vendors whose products you purchased and bookmark them. They will often display products and services and give inspiration for new merchandising options.

Finding products to love is easy if you commit the time and focus to it.

Please list other shows you recommend in the comments and other tips that have helped you.

Weekly blog from the N.C. Retail Merchants Association 

In recent weeks, NCRMA and its grocery division the Carolinas Food Industry Council lost three of the people who were instrumental in the organizations’ growth over the last 30 years. 

These three men – Dick Backer, Avery Roberts and Landy Laney – loved their businesses and loved their state, and planted the seeds that grew to make NCRMA one of the top trade associations in North Carolina as well as one of the most respected State Retail Associations in the United States. 

What seeds will you plant to follow in their footsteps? 

Richard “Dick” Backer (9/15/27 - 1/11/16) of Carlyle & Company Jewelers in Greensboro served as NCRMA’s Chairman of the Board in 1992. However, Mr. Backer did not simply complete his term and close the door on his involvement. Instead, Mr. Backer led the NCRMA Building Committee in the sale of its Glenwood Avenue Office and purchase of its St. Mary’s Street Office so that NCRMA could be closer to the General Assembly and accommodate an ever-growing staff.  Mr. Backer was the stalwart that helped transform the North Carolina Retail Self Insurers Fund (NCRSIF) from a quiet workers’ compensation fund into a real member benefit for NCRMA members, especially independent retailers. 

There were days when NCRSIF could have taken the easy path and sold its book of business, but Mr. Backer was the champion of staying the course and ensuring that NCRMA always be there to offer workers’ compensation insurance to its members. Today, NCRSIF is First Benefits Insurance Mutual (FRBIM), the 20^th largest workers’ compensation company in North Carolina with plans to expand into South Carolina and Virginia. But more importantly, FBIM is still focused on being the carrier for independent retailers.

Avery Roberts (8/10/26 - 1/16/16) was a Human Resources Professional for Roses Department Stores out of Henderson, North Carolina. Mr. Roberts served as NCRMA’s Chairman of the Board in 1988 and later as the Mayor of Wrightsville Beach. Mr. Roberts was a zealous advocate for NCRMA and believed that every retailer operating in North Carolina, especially those headquartered in North Carolina, should be involved in the Association. Mr. Roberts was a key driver in the formation of the Merchants Political Action Committee so that NCRMA could help elect more business-friendly legislators and increase its political muscle to make NCRMA much more effective in the North Carolina General Assembly. In 2015, NCRMA was recognized by the Southern Political Report as one of the top five trade associations with regards to political muscle in North Carolina. And it was the only retail association ranked in the 13 states covered by this political trade magazine.

Landy Laney (1932 - 1/13/16) served as an executive for both Ingles Markets and W. Lee Flowers and as a Board Member of the Carolinas Food Industry Council. When the North Carolina Food Dealers Association, a successful 70-year-old trade association, merged into NCRMA in 2005 some coming from the Food Dealers Association were skeptical of how the merger would work and how the new members would be treated in the merged organization. Mr. Laney made sure that the merger was a success always working for the betterment of CFIC and always ensuring that everyone was united in the common goal of making the merger a long-term success.

Besides their drive to succeed and being successful businessmen, all three of these individuals knew that when we love something - our families, our companies, our employees, our customers - we want to spend time with them, we want to encourage them and cheer them on, and we want to ensure the best for them. These men were genuinely good people who wanted the best for their companies and their employees. They shared also a common goal to take NCRMA to the next level. What will you do to take NCRMA to the next level in your own way?

If you would like to become more involved in NCRMA, feel free to reach out to me at andye@ncrma.org. We are always looking for the next seeds to plant in the growth of the Association. 

Andy Ellen
NCRMA President and General Counsel

 “If you expect your trade association or professional society to serve you well; you must become an actively engaged evangelist for your association. You must bellow it from the rooftops; the value you receive from your membership. You must tell all your colleagues, competitors, and suppliers why they too should become members. More members, among other things, mean a louder voice in legislative matters, more programs to help you improve your business, and better affinity programs.” 
Ed Rigsbee, CSP, CAE

Find Somebody to Love … Strategic Partnerships for Fun and Profit

I remember my grandmother speaking fondly of her marriage to my grandfather by saying that marriage “doubled your happiness and halved your sorrows.” I am fortunate enough (most of the time) to feel that way about my own marriage, but have found that cliché to be extremely valuable in business partnerships and relationships as well. I want you to consider the following suggestions to increase your marketing, exposure, referrals, and customers by finding another business to at least court … if not marry.

Find Partners for Referrals

The easiest way to increase your customer base is to have your current customers refer you. Or consider the value of having a business that your potential customers already frequent refer you to them. Look for referral partners by both proximity and vertical market. Proximity partners are businesses in the same malls or shopping areas where your business is located and vertical markets are businesses that are a natural complement to yours. For example, if a customer is already purchasing a dress in your store for a special occasion such as a wedding , it is easy to suggest she visit the shoe store, salon, or jeweler in the same shopping area. These simple exchanges of referrals with partners can add new customers to your business weekly, if not daily. Determine a good referral network of businesses and suggest a quick coffee meeting or conference call to educate each other about the type of referrals that you can make and those you wish to receive.

Find Partners for Joint Marketing/Advertising Campaigns

Email marketing is one of the least expensive and most effective advertising and marketing avenues available to retailers. While your email list may be a good one, imagine your email list two, three or five times the size it is now. Finding a holiday, special occasion, or some nearby event to center an e-blast around and joining your list together with a partner to send it creates a much larger pool of customers for all partners and makes the incentive to come out and shop more compelling. For example, having partners all advertise a Valentine’s Day promotion on Facebook becomes SO much broader than a single business alone. By unifying your colors, visuals, and offers, your customers see the same messages multiple times in multiple places, creating a much stronger urge to participate. As Facebook currently only allows a maximum of 12 percent of your followers to see any single non-boosted (unpaid) post, having the same post being distributed among multiple businesses increases the opportunity for more followers to view it.

Find Partners for Events

Hosting an in-store event is one of the best ways to engage and/or reward your current customers and engage new ones. Having an event-crawl that is fun and appealing to customers is an even better and bigger event! If your business is having a grand re-opening, adding a new product line, celebrating a birthday, or the longest or shortest day of the year, imagine the fun you could create across multiple businesses. It might take a tad more planning, but the impact is huge. I may or may not come out for one event, but if several businesses in the same area are promoting great deals, showcasing new products, serving birthday cake, offering a naming contest, etc., then it’s a destination decision, not simply going to one store to shop.

If you want to plan an event and don’t have a specific holiday or reason to do so, consider a charity event. Charity events offer several benefits to you other than the obvious opportunity to contribute to the betterment of society. Charity events are often picked up by media outlets, providing free marketing and advertising. Charity events bring in customers who want to support a cause even if you aren’t a business type or location they typically frequent. An event benefitting a charity also receives a lot of grassroots and social media marketing by the charitable organization and its supporters, another boost in your exposure and long-term goodwill in the community. If you’re interested, you will not have to look far to find a worthy and needy group to help.

Find Partners for Your Own Personal and Business Growth

Small business owners don’t always do a great job of work / life balance. Starting and maintaining a business of any size is challenging and the more hats you wear within your business, the more challenging it is. Find a good business group, networking group, or meet up through a local business organization or via one of NCRMA’s Councils so that you have a place to receive peer support and ideas outside of your own four walls. Statistically, most of us think more creatively in a group of people than we do alone. Additionally, many of us suffer with the same struggles yet we operate in a silo believing we’re the only ones. A good personal network will enhance your creativity and provide helpful advice or recommendations.

And speaking of networking, in my time with NCRMA and previous jobs I have noticed that many small business owners (especially those with physical locations) don’t attend networking events regularly, if at all. It’s true that networking can be tiresome, and it is often overwhelming to walk into a room of folks you don’t know. However, talking with others about your business and sharing your expertise in conversations outside the store really helps grow your customer and referral base. That banker may not shop for the hunting boots you specialize in, but her husband might. Challenge yourself to attend one networking event a month, and as you attend and meet new people you’ll soon be a pro at networking.

NCRMA is launching its Councils this week. These are industry-specific or topic-specific groups within the association with forums, resource libraries and discussion groups. And, you can sign in at your convenience to “meet” peers and NCRMA’s trusted Allied partners. If you have any questions or issues signing in to join one, please let us know.

You’ve found NCRMA, and we love that you’re our member! Let February be the month to begin to court your future partners.

Do you know the services available to you as a member?

One of the things I love most about my job is visiting NCRMA members. I had the pleasure of meeting Margaret Barrett Ward last week of Barrett’s Printing House, a 120-year-old, family-owned business in Wilson. The business struck the perfect balance of respecting and celebrating the past while confidently keeping step with the times. I saw traditional wedding invitations alongside ingenious fans for outside weddings with the entire wedding program printed on the fan. I heard Margaret take huge corporate orders with the same calm and helpful manner that she used while walking a customer through a small business card order. Customer service, professional knowledge, expertise in execution, and accessible products … isn’t that the description every business longs for?

During our visit two of Margaret’s comments struck a chord that I wanted to share with you. She said, “educate yourself every chance you get,” and “I look forward to every day being different and presenting new challenges and opportunities.” Her attitude about the family business and staying on top of changes in the marketplace embodies the New Year’s theme of this month’s blog posts.

As you are reflecting on your business operations for 2016, you have probably identified a few areas for change or improvement. You may have questions about what services are available to help you save time and/or money and to run your business more smoothly and profitably. Retailers join NCRMA for numerous reasons, but many tell us a year or two into their membership that they were unaware of the additional services membership affords. In addition to legislative advocacy and educational opportunities, your membership also connects you to a group of professional business services that can assist you with various business operations necessities. [Note: At NCRMA’s headquarters we walk the talk and use many of the services we promote so that we know they are beneficial!]

Member Services Have Been Thoroughly Vetted to Ensure Savings to Members

If one of your challenges is in human resources, we have several services for you to review. If you run background checks (or haven’t because you didn’t know the legalities or where and how to start), Background Direct offers a system for micro- to medium-sized businesses. If struggling through researching the best health care plans for your company, Hodges Insurance can talk with you and design package options to fit your needs. Payroll services are a lifesaver - make sure to let Flex-Pay, a local North Carolina company give you a quote. Many of you are using First Benefits Insurance Mutual for your workers' compensation insurance already but if you aren’t, be sure to ask your agent to provide a quote at your next renewal.  Affordable workers' compensation insurance is NCRMA’s most popular benefit.

Several of our members are eager to maximize their marketing, e-marketing, and social media presence. SnapRetail is a calendar marketing system organizing Twitter, Facebook, Pinterest and email marketing with hundreds of pre-written posts and email templates to make sure you always have something fun and interesting to convey to your customers. They provide training on these programs as well. Additionally, this year we’ve added the professional services of a public relations firm to our member services. Largemouth Communications can offer comprehensive communications audits as well as plan complete store opening and rebranding programs.

If security is on your mind this year (and it should be), we have options for both internet security and infrastructure security. Benton Technology acts as an extension of your team by providing IT support to businesses of all sizes. No need to have a full-time tech support staff member, Benton is there when you need them.  Heritage Payment Solutions has worked this past year with many of our members, assuring they were up to date with the credit card/EMV changes. With secure systems from Heritage, and monitoring from Benton Technology, your internet security is one less challenge to face. In addition, ASG Security offers great physical security packages for NCRMA members for both home and business locations with remote monitoring and secure access.

As many of you are participating in e-commerce this year and will need shipping and packing options, UPS provides discounts for NCRMA members based on their volume of shipping. As with our other services, you may find more information and a list of the offers for NCRMA members on the Membership drop-down on our website.

As Margaret so wisely stated, “educate yourself every chance you get” so that the challenges and opportunities that present themselves to you daily as a business owner aren’t overwhelming. And remember, you aren’t in this alone. You have NCRMA’s 114 years of experience and knowledge as your partner, advisor, and resource. You have access to information in our online Resource Library, peers in our online Councils, and answers from our staff every day via phone or email.

I’ve included a photograph here of a striking mirror frame Margaret, Barrett’s Printing House in Wilson, made using old printing press letters. How cool!

When I returned from lunch on Friday, there was a reporter from Time Warner News waiting in the office for me. This was as unusual for him as it was for me—he had been pulled off one assignment to get NCRMA’s take on the just-released holiday sales figures. Despite growth over last year’s sales, the media and analysts did a good bit of speculating about why consumers didn’t shop to everyone’s expectations. Was it the warm weather? Current events on the world stage? Technological blunders with inventory or fulfillment? At the end of the day, we know that there was growth, which is a good thing—it just seems as though there was less growth than anticipated. We know that the retail industry props up local economies employing one in four in North Carolina. We know that you are working hard every day and making a difference in your communities.

I believe the lesson to be learned from the 2015 holiday sales figures is that “retailing” as we know it is changing.

Trending in 2016…
For the first time in history, consumers are outpacing brands in the use of mobile technology. Four out of five shopping experiences now start on a mobile device. This is translating over to retail sales. The 2015 holiday season has made the major shifts in consumer buying patterns very clear. The National Retail Federation reported on Friday that U.S. holiday sales rose 3 percent year over year while online sales rose 9 percent. According to data from comScore, total digital spend for the holiday season (including preliminary mobile commerce estimates) rose 13% from 2014 numbers to reach $69.1 billion.

The lesson for retailers here is simple: digital is a powerful way to connect consumers with stores. The Internet of Things (IoT) is bringing about rapid change and the retailers who work to prepare their business for it will succeed and thrive. Unlike any other sector, retail has direct contact with one of the largest populations of potential consumers that fully embrace technology and innovation. From refrigerators that will create shopping lists to more personalized marketing with proximity-based consumer interaction in the aisle, the shopping experience is changing dramatically.

Consumers no longer think of shopping as digital vs. physical. Whether it’s from a mobile device, a desktop computer, or in store, they want to buy the products they love when and where it’s convenient for them. Digging a little deeper into comScore’s report, we find that mobile commerce is estimated to have accounted for 18 percent of total digital commerce in November-December 2015, an increase from 13 percent in the previous season. A total of $12.7 billion was spent via smartphones and tablets during this period, up a significant 59 percent from the prior year.

These numbers are significant which is why we spent a good deal of time in 2015 helping our smaller independent members show up in online search through Google’s “Get Your Cities on the Map” program and helping you find affordable web platforms and marketing programs to get your e-commerce programs up and running effectively with services such as SnapRetail. Recently, Jeanne Eury, NCRMA’s Director of Member Services, was singled out by Google as having trained more people on its program than anyone in the U.S. If you didn’t have a chance to attend a workshop and are not sure whether your business is verified on Google Maps, give Jeanne a call at (919) 832-0811.

2016 is NCRMA’s Year of the Member
Just like the U.S. Army’s famous slogan, “Be All That You Can Be” at NCRMA we want you to have access to all of the tools you need to succeed. To this end, our staff has made a concerted effort to look down the road to anticipate what you need to know on a daily basis to be a productive and profitable retailer. In 2015, we offered training and resources on the EMV migration. We provided educational sessions on social media and dealing with negative reviews, search engine optimization and data security. We’re planning four one-day training events to take place in 2016 at four different locations across the state.

But we want to know what else you need to know be a part of this changing retail landscape? In this year of the member, tell us what we can do to better serve you – our member.

New Year, New You!

Time to take stock of where we’ve been and where we’re going

Without fail the coming of a new year brings about desires to make changes, discard old ways of doing things, and adopt better habits both personally and professionally. As we gathered around the table this Monday for our first staff meeting of the New Year, I asked each person on the NCRMA team to share with me one resolution they had made. [You’ll find responses below.] I was pleased and proud to learn of their intentions, and I have faith that they will make good on these intentions.

At NCRMA, we know that for the retail industry January is a little bit like recovering from a marathon. You’ve been running on adrenaline for the last six weeks, working long hours to maximize every sale that comes into your store. And, even if your job is not behind the sales counter, we understand how all of the cogs (merchandising, marketing, accounting, inventory management, loss prevention, logistics, distribution, etc.) have to be working in proper order for the holiday season to be a success.

My hope is that you are able to take some time this month to take stock of your 2015. Take a look back and determine what worked for your store and be honest about what may need improving in 2016. All too often, we see our members react to situations rather than plan for them. If I could offer one resolution for you this year, it would be to build more time into your day to plan, to ask questions, to seek new information on old ways of doing things.

NCRMA’s Resolutions – the Year of the Member

At Monday’s staff meeting, I told the NCRMA team that this is the Year of the Member. The Association exists by and for you – North Carolina’s retail community. Everything we do this year will be with you – the member - in mind.

And as far as the Association goes, we’ve done a little self-reflection ourselves. Most notably, in 2016 you will see that the monthly NCRMA Retailer newsletter will now expand to a 16-page magazine format and will be distributed quarterly. Many of you have asked for this to be mailed hard copy to you and we are happy to oblige. Additionally, we will be blogging (and, yes, this is the first one). You can expect to receive a weekly blog post written by someone on staff or one of our trusted Allied members on a subject of interest for retail. Help us keep you at the center and provide feedback on these or any other service we provide.

Another new program in the works is a one-day training event that will take place four times in four different locations around the state and will focus on tangible, actionable and practical information that you will be able to put into practice right away on subjects as diverse as sales and marketing, cash flow and inventory, cybersecurity and social media. We know it’s hard to leave your store, so our goal is to bring the professional development offering within a 60-mile radius of your business.

What’s more, we will be formally announcing this in a few weeks but are pleased to tell you that we have created a new division within the Retail Consumer Alliance Foundation (RCA) called the Carolinas Organized Retail Crime Alliance (CORCA) that will be made up of law enforcement and retail loss prevention professionals in both North and South Carolina. The first official meeting was held in early December where officers were elected. This new organization was formed so that retailers and law enforcement can work together to provide consumer education and awareness around the issues associated with retail crime, provide educational resources to industry loss prevention and law enforcement, and utilize a powerful tool in the form of a searchable website with mapping capabilities that allows retailers and law enforcement to communicate about criminal activity impacting businesses on a real-time basis to identify offenders and resolve cases. In fact, the Alliance solved one crime ring case in the first week!

Lastly, I want to offer our team’s professional services up to you! In addition to the work we do every day to make sure that North Carolina’s legal and regulatory environment are ripe for retail success, we also just started offering members a free consultation on sales, marketing, PR, social media, etc. 

We know you have questions, and with over a hundred years of experience and a deep bench of trusted allied partners, we also know how to help or who to call to get you the answers to your questions. So as you take stock of where you’ve been and where you want to go, keep NCRMA top of mind. We’re here to help you get there.

Happy New Year!

Andy Ellen

President and General Counsel

NC Retail Merchants Association

NCRMA Staff New Year's Resolutions:
 

Todd Baitsholts, CFO:
“Healthier lifestyle (aka eat less and exercise more!)”

Christie Burris, Senior Director of Communications:
“A minimum of 20 minutes of exercise each day.”

Jill Crawford, Financial Administrator:
"Spend more time with my elderly mom."

Andy Ellen, President and General Counsel:
“Appreciate the smaller things in life and value our members more.”

Jessica Edwin, Association Management Coordinator:

"Bring my lunch and tuck that saved money away!"

Jeanne Eury, Director of Member Services:

"Blog more."

Brenna Favara, CFIC Assistant Director:
“To check some adventures off of my bucket list.”

Lindsey Kueffner, CFIC Executive Director:
“Drink more water, get more sleep, and read!”

Lexi Morgan, NC Assistant Director of Government Relations:
“Learn to let things go!”

Elizabeth Robinson, NC Senior Director of Government Relations:
“Appreciating each day for the time and experience it brings.”

Stephanie Stafford, Graphic Designer:
“Purge my house of unnecessary things and spend more quality time with my kids.”

Lisa Sweatman, SC Director of Government Relations:
"Appreciate the value of living another day to be my best for myself and my family & friends!"

Amanda Wujcik, Director of Events and Social Media:
“Focus on my health & volunteer more.”