LisBiz Strategies: What I’ve learned from the big boxes

January 18, 2016 | Comments Off on LisBiz Strategies: What I’ve learned from the big boxes

Jan 18/25; Volume 30/Number 15 By Lisbeth Calandrino Many of you know I conduct market research for various companies around the holidays every year. Typically, this means I demonstrate a new product at a supermarket opening or other large store event. My job is to be friendly and get the sale. The companies I work for do business with all kinds of manufacturers, including kitchen products, household appliances, etc. If you’re visiting Walmart or Bed...

Read More

Lisbiz Strategies: Five big box strategies to put you ahead

December 18, 2015 | Comments Off on Lisbiz Strategies: Five big box strategies to put you ahead

December 21/28; Volume 30/Number 13 By Lisbeth Calandrino Let’s face it—we’re not in the same category as the box stores. I know you worry about the sales you lose to them, but you need to spend more time on what you can do to stand out from your real competitors: other retailers. The independent retailer should be boasting a personalized, friendly experience that the boxes can’t copy; one that hosts events, like a holiday shoe...

Read More

Lisbiz Strategies: Get your customers off the ‘be back’ bus

November 12, 2015 | Comments Off on Lisbiz Strategies: Get your customers off the ‘be back’ bus

November 9/16; Volume 30/Number 11 By Lisbeth Calandrino Several months ago, I wrote an article called “Who is driving your ‘be back’ bus?” (FCNews Aug. 17/24) describing the routine in which customers say they will be back, but never make a purchase. While I was at a conference in Nashville, I met Gary Gray, store manager for Mill Creek Carpet & Tile in Tulsa, Okla., who told me he liked the article and uses it...

Read More

LisBiz strategies: Is your competition outsmarting you?

October 30, 2015 | Comments Off on LisBiz strategies: Is your competition outsmarting you?

October 26/November 2; Volume 30/Number 10 By Lisbeth Calandrino Most of us spend little time looking at our competitors’ stores or their brands. Instead, we listen to what our customers say about them and are calmed by their complaints. But don’t get lulled into thinking these customers won’t buy from your competition. The customer who complains about your competitor and then tells you she will be back may in fact be returning to your competitor...

Read More

LisBiz Strategies: Content marketing- The present and future

October 16, 2015 | Comments Off on LisBiz Strategies: Content marketing- The present and future

October 12/19; Volume 30/Number 8 By Lisbeth Calandrino We know that consumers are reading less and less of traditional advertising. Even the most staunch newspaper readers are turning to online information. I pick up newspapers when I’m traveling, but I only glance through them. By the time I get the newspaper, the news is old. But if I don’t read the ads, how will I stay up-to-date with what’s going on in the marketplace? To...

Read More

LisBiz Strategies: Eight mistakes that will kill your business

September 21, 2015 | Comments Off on LisBiz Strategies: Eight mistakes that will kill your business

September 14/21; Volume 30/Number 7 By Lisbeth Calandrino If you don’t treat your customers the right way, it will kill your business. Flooring dealers tend to make assumptions about customers that end up dramatically hurting their businesses. If you or your staff are guilty of any of the following mistakes, it would be wise to correct them. “One size fits all” in email marketing. This does not work. In fact, it never did. Isn’t that...

Read More

LisBiz Strategies: Seven lessons I learned from Home Depot

September 3, 2015 | Comments Off on LisBiz Strategies: Seven lessons I learned from Home Depot

August 31/September 7; Volume 30/Number 6 By Lisbeth Calandrino Many of you are thinking I’ve become a traitor, but 25 years ago—when Home Depot was just beginning to be a force in the marketplace—I learned a big lesson. The original Home Depot no longer exists, but what made it great sill works. It’s all about understanding your competitors and getting out of your comfort zone. Your competitors will show you where you need to be....

Read More

LisBiz Strategies: Who is driving your 'be back' bus?

August 26, 2015 | Comments Off on LisBiz Strategies: Who is driving your 'be back' bus?

Aug. 17/24; Volume 30/Number 5 By Lisbeth Calandrino How many times have you told yourself, “I know they’ll be back,” after potential customers leave your store? If you are a good salesperson, you probably spend time educating the customer, explain why your store is the right fit for her and are as charming as you can be. The next thing you know, she is heading out the door saying, “I’ll be back.” But what you’ve really...

Read More

LisBiz Strategies: Email marketing still works

August 13, 2015 | Comments Off on LisBiz Strategies: Email marketing still works

Aug. 3/10; Volume 30/Number 4 By Lisbeth Calandrino Some would have you believe that email marketing is dead and has been replaced by social media, but this is not so. According to McKinsey & Co., an American management and consulting firm, email marketing is 40 times more efficient than Facebook and Twitter combined. The real problem seems to be obtaining customers’ email addresses. Instead of just asking for their email addresses, explain that you will be...

Read More

LisBiz Strategies: You’re going to need a bigger closet

June 12, 2015 | Comments Off on LisBiz Strategies: You’re going to need a bigger closet

June 8/15, 2015; Volume 30/Number 1 By Lisbeth Calandrino The headline for this column refers to the tagline of DSW, the high-end discount/off-price shoe store. In the last few years, several well known discount stores have disappeared, but it appears this market is starting to grow again, this time with different players as Macy’s and Kohl’s are both testing new venues. Why have an off-price store? “For brands, the discount segment represents a huge revenue...

Read More