“How To Get Employee Sales Training To Stick” by Bob Phibbs (The Retail Doctor)

“How To Get Employee Sales Training To Stick” by Bob Phibbs (The Retail Doctor)

Customers go online to buy – frequently replacement purchases – but go to stores to discover. That moment of discovery needs to be crafted, trained, and rewarded because customers respond to a human trusted advisor more deeply than to any webpage. These days the decision between a shopper choosing to visit your store over an online competitor lies in your employees’ ability to know exactly what to say, when to say it, and how to make it count. I call it a branded shopping experience. With fewer employees on your sales floor and shoppers returning to physical stores, you can’t let your retail staff wing it over and over again and expect to survive. While the history of retail was built on product knowledge, today that former ace in the hole is available online. You know yourself, you start the search for something worth more than a few bucks on the web to learn as much as you can, uncover reviews, and compare offers. The ace in the hole for physical stores now must be how to engage strangers. And if those employees can’t talk to strangers, how will they ever use any of their product knowledge to sell your goods? They won’t. And the merchandise will sit until it is marked down. Discover how to create a winning retail sales strategy here So if your training is not focused on people knowledge first but is solely focused on product knowledge, you’re missing the boat. The skills of engaging a stranger is not intuitive nor is it easy. 80% of shoppers entering your store have already researched the features of your products online. And the other 20% will do it on...
“10 Customer Service Techniques to Help You Grow Sales” by Bob Phibbs (The Retail Doctor)

“10 Customer Service Techniques to Help You Grow Sales” by Bob Phibbs (The Retail Doctor)

Customer service techniques should be at the top of your list when you consider how to increase sales in retail. While getting customers into your store comes first, their experience in the store is what makes the sale. Attracting visitors to your store through occasional promotions, events, and a killer website is a great start. But you need to convert those visitors into customers. That’s why focusing on improving customer service techniques in your retail staff can have an outsized influence on your revenue. There are a lot of in-store factors influencing a purchase decision. Things like well-appointed and serviced fitting rooms, sufficient mirrors, and visual merchandising can help create a shopping experience that makes customers want to buy your products at your regular prices. But the missing ingredient when it comes to the best retail customer service tips that influence sales has nothing to do with physical elements. It’s your people and their ability to make a connection with customers. Customer service is about communication and connection Connection is the most important factor in sales. It is the springboard for dialogue between shopper and salesperson. The rapport that follows is the stickiness that creates loyal customers. Look up the definition of rapport sometimes. Never mind, here it is: Rapport“A relationship characterized by agreement, mutual understanding, or empathy that makes communication possible or easy.” How often do you believe your customers leave your store feeling this way about their experience? How often do your customers feel like they had any relationship with the person who rang up their purchase? I’m guessing if you’re like most retailers, not often. The lost art of conversation Too many younger...
“Office Depot Exclusive BRA Member Savings Program now available for all BRA Regular (no cost) and all BRA Distinguished Retail Members plus brand new video elaborating on this outstanding Member Benefit”

“Office Depot Exclusive BRA Member Savings Program now available for all BRA Regular (no cost) and all BRA Distinguished Retail Members plus brand new video elaborating on this outstanding Member Benefit”

The Mission of Board Retailers Association is to consolidate the voices, the experiences and the visions of Board Specialty Retailers into a cohesive organization. We do this by identifying ways to lower day to day expenses, to increase profit margins and to create more remarkable customer experiences for our Retail Members. Speaking of lowering expenses, this video may help you realize that there is one place where you can save on a ton of products and services just because you are a BRA Retail Member. Push play to learn what BRA Supporting Vendor Partner Office Depot can provide to all BRA Retail Members As a BRA Retail Member, you will have a voice, you will benefit from BRA relationships and you will have access to a number of BRA programs and resources including the new Office Depot Exclusive Preferential BRA Member Savings Program. The image and video above elaborate on this outstanding Member Benefit, which is available to both Regular (no cost) and Distinguished Retail Members. If you are interested in improving your business, click on the following link to learn about both BRA Retail Membership options: https://www.boardretailers.org/retail-membership/ Soon after you complete the following super simple join form, we will email you the link to gain access to this rad program and begin saving on over 20,000 Office Depot Products and Services: https://www.boardretailers.org/join-bra/ #boardretailersassociation...
“Why Contactless Payments Are the Future of Brick-and-Mortar Retail” by Bobby Marhamat via Total Retail

“Why Contactless Payments Are the Future of Brick-and-Mortar Retail” by Bobby Marhamat via Total Retail

Credit: Getty Images by dowell The future always promises uncertainty. That said, all indications are that contactless payments are ingrained in brick-and-mortar retail for the long haul. Without massive unforeseen disruption, the COVID-assisted trend towards cashless, fully contactless checkout will gain further momentum. The 1,000 customers we surveyed in our State of Contactless Payments 2021 Report only confirmed our belief in contactless payments as an essential feature of retail businesses. Eighty-three percent of those customers have used contactless payments in the past 12 months. Furthermore, 57 percent will choose a business with contactless payment channels over a competitor without contactless payment options. We know that health is one driver of contactless payments. Mastercard, which has a crystal-clear view of consumer payment habits, saw a 40 percent increase in shoppers’ contactless payments amid the pandemic. We also know convenience is swaying customers to embrace contactless. Our data suggests that consumers have no plans of ditching contactless payment methods, even post-pandemic. Pandemic or no pandemic, shoppers like the convenience that tap-and-go, mobile wallets, apps, and other contactless channels provide. We firmly believe that contactless payments are the future of buying. We have the numbers to back it up. Related story: The Store of the Future: How to Evaluate the Value of Autonomous Technologies Customers Are Using Contactless Payments, and Nobody’s Forcing Them to The 83 percent of customers who used contactless payment channels in the past year did so under their own volition. Nobody forced them, and yet they chose to go contactless. Critics might say, “big deal, they tried contactless once. People will try anything once.” It’s a fair point. However, as we dug deeper into the data, we...
“Outdoor Sports Insurance Highlights the Necessity for Board Retailers to Consider Network Security” via OSI (BRA Supporting Vendor Partner)

“Outdoor Sports Insurance Highlights the Necessity for Board Retailers to Consider Network Security” via OSI (BRA Supporting Vendor Partner)

For years, Network Security Insurance (commonly referred to as Cyber Liability Coverage) waswidely regarded as a boutique coverage needed only by large corporations who store andprocess large volumes of consumer credit card information. In the later part of the last decade,however, this perception proved inaccurate when cyber-attacks on small to midsize businessesand retailers increased nearly 600%. Cyber extortion targeting small businesses now reignssupreme. The good news is, Outdoor Sports Insurance has access to a wide array of insurance marketsthat write cyber policies specifically for the small business owner. These policies are bothcomprehensive in protection and breach response services, and affordable in premium.Wrapped together with policies that cover the risks associated with snowboarding, surfing,skateboarding or any board sport, Outdoor Sports Insurance knows the market and has theproducts to fit any Board Retailer. By definition, a “cyber attack”, or “security breach”, refers to unauthorized access to the ITinfrastructure of a company by a third party (hacker) with the intent to corrupt, steal, or destroydata. The types of attacks hackers employ to achieve these ends runs a wide spectrum; Denialof Service (DoS), Phishing attacks, Password attacks and cross-site scripting attacks are just afew of the more common means by which hackers wreak havoc on a company’s network (andsubsequently the daily operation of the business itself). The most common attack, and by far the most damaging in terms of financial impact to victims,is the ransomware attack, commonly referred to as, “cyber extortion.” When a company hasbeen hit with a ransomware attack, malicious software infiltrates a portion, or all, of thecompany’s IT mainframe. As malware increases in sophistication and complexity, so, too, do theextortion...
“8 tips and tricks to improve your retail store marketing – If you’re struggling for ideas to improve your retail store marketing, we’ve got you covered. Here are some strategies that help you generate more leads.” via Podium (BRA Supporting Vendor Partner)

“8 tips and tricks to improve your retail store marketing – If you’re struggling for ideas to improve your retail store marketing, we’ve got you covered. Here are some strategies that help you generate more leads.” via Podium (BRA Supporting Vendor Partner)

The world we live in is consumer driven and constantly changing. Enticing customers to your retail store with traditional marketing methods (or even online) is growing harder every year. Not only do 51% of Americans prefer to shop online, COVID-19 has moved many shoppers out of in-person store experiences and into their mobile devices for their retail needs.  If you’re struggling for ideas to improve your retail store marketing, we’ve got you covered. Check out these tips and tricks to attract more customers and improve your sales:  1. Use content marketing. Content marketing is the organic (rather than paid or promoted) use of social media to reach customers through the content you produce. 75% of consumers will increase their spending with a brand they follow on social media. Content marketing costs 62% less and generates 3x as many leads as traditional marketing.   Ideas for content should stem from problems or challenges your customers face and offer solutions they can implement fairly easily. A recipe blog or how-to videos or other content are great ways to connect with potential prospects and offer value at the same time. Great content marketing positions your brand (and your local store) as an expert in your industry and area.   2. Add product videos to your website. Video content tends to be more memorable, engaging, and shareable than other types of content. Nearly two-thirds of customers prefer watching a short video to learn about a product or service. 84% of consumers say they’ve been convinced to buy a product or service by watching a brand’s video.  In addition to conveying helpful information, videos increase the time customers spend on your website and directly impact sales and positive...