By Steven Weiss
It’s September, and I’ve got school on my mind.
The back-to-school retail season is predicted to be huge this year. If sales increased by 10% as forecasters predicted, many CFOs are happy right now. After all, big wins don’t come around every day. If we hit the number, it will be the second highest sales total on record.
How about some little wins, though? What if you sold just 1% more every day of the year, and didn’t have to rely so heavily on back-to-school and holiday to drive sales growth? For one retailer and manufacturer who did the math, that 1% increase added up to $44,000 per store on just one product, or a 20% same-store sales increase.
Getting that result didn’t come without hard work, of course. But if you consider those results spread across multiple categories, the effort seems worth it.
If you want to learn more, your first assignment: Read the article on quantitative ethnography by SmartRevenue’s John Dranow on page 28. In a nutshell, quantitative ethnography is a way to identify why shoppers leave the store without making a purchase and address those purchase barriers, so that you can create a more shoppable store environment.
Here’s another back-to-school consideration: Shop! has launched our new continuing education program, giving you access to professional development opportunities that will help achieve your professional goals, improve the performance of your organization, and provide leadership and service to the industry.
The new program is part of the association’s focus on developing industry courses and other opportunities to build an understanding of all phases of the Shop! Value Cycle, which outlines the full spectrum of activities driving shopper purchases at retail. You can find out more about the continuing education program at right, or visit shopassociation.org/continuing-education to register.
Next up: For some face-to-face learning and hands-on retail marketing inspiration, we’re heading out to San Francisco next month for the Shop! West Coast POP Show.
For the past 70 years, the West Coast show has been celebrating some of the year’s most creative retail marketing campaigns. Whether you’re a retailer, brand marketer or display producer, this event should provide some great marketing inspiration. You can find out more about the show, Oct. 12 at the Hyatt Centric Fisherman’s Wharf, on page 22.
Finally, the Shop!X Annual Meeting is Nov. 8–10 at La Cantera Resort & Spa in San Antonio, Texas, U.S. Shop! has some great speakers lined up, including Jennifer Hyman, CEO and cofounder of Rent the Runway, who will speak about online retailers going to brick and mortar. See page 45 for details. Mark your calendars and look for more information from us in the weeks ahead.
Steven Weiss is CEO of Shop!.