DW's Blog

Misused Resources

by DW Green — August 23, 2017

Success depends on the trade-offs

I remember reading the following many years ago. It made sense then and makes more sense today. “Because you can’t be everything to all people successfully, you must purposefully limit what you offer and to whom. Choices about what not to do are just as important as choices about what to do. Your success depends on the trade-offs you are willing to make.”In the context of brick and mortar retailing versus online retailing the above quote is even more telling. Each retail format has its own competitive advantage. And since both operate with limited resources, decisions on how best to utilize those resources that support their competitive advantage is critical. Technology investment must also support the customer shopping experience, whether in-store or online.Often times retail storeowners misuse resources on activities that do not directly enhance their unique customer experience advantage.

Read More – Indispensible

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by DW Green — July 12, 2017

“Store signage can have a significant impact on a business.”

Years ago I visited a successful, high profile independent supermarket chain in the southwest. It is an excellent supermarket company with beautiful and well-merchandised facilities. Since it was going to be my first visit I did some advance research about the company. I learned that the business was committed to, among many things, delivering exceptional customer service, exceeding customer expectations.You can imagine my surprise when the first thing I saw before walking into the store was a large sign announcing the store’s security camera’s, the penalty for shoplifting and a $25 returned check fee. Wow, the sign didn’t make me feel to good about the store or myself. I imagine from a legal perspective it is wise or even necessary to warn the public in advance of these types of activities but it doesn’t set the stage for a warm welcoming shopping experience.Store signage can have a significant impact on a business. Signs set the tone for customer visits and employees’ work atmosphere. Appearance, location and word-choice in signage create a lasting impression. Signage also sends a strong message to customers about whether or not the company cares about them and their business...

by DW Green — July 5, 2017

Efforts to control costs, can wind up costing sales

Amazon’s recent acquisition of Whole Foods signals that the future of retailing is moving toward a fusion of digital and physical experiences. The key word is experiences. Whether the digital experience is external (website, email blasts, social media platforms) or in-store digital devices (check stand screens, self service check stands, monitors, kiosks, ect.) the consumer experience is job one. And of course the store shopping experience is most critical. Store merchandising, product presentation, signage, product story telling, product assortment, food service offerings, product demos, employee training, and employee service standards must be exceptional. Duh…this all seems so blatantly obvious. Unfortunately, many retailers fall down in some of these important activities. Sometimes I think that efforts to control costs, wind up costing sales. Does your external marketing experience match your in-store shopping experience? Are you delivering a fun, informative and entertaining shopping experience? Remember, Amazon’s greatest competitive advantage is not its e-commerce network; it is its innovation engine.

Teacher And Student

by DW Green — June 28, 2017

Being the best that one can be

As Adam says “Being a mentor to someone who’s a freshman in life is one way that you can make your workplace a great place to work, and shop.” Being a mentor to anyone, regardless of his or her age, status, or station in life is a good thing. I have been blessed with many amazing mentors in my life, beginning with my parents. And I’ve learned from younger generations too. As mentor’s we are teachers, sharing our wisdom and experience.It’s been said that when the student is ready, the teacher appears. In essence, we’re both student and teacher. As students we can improve our awareness of restrictive thinking and seek to be ready for own teachers to appear. As effective teachers we make our impact by understanding the needs of the student. We light the way and ease the way—we facilitate learning—but the student has to walk the path.Mentoring builds powerful relationships that can last a lifetime. Success in any venture is simply the automatic consequence of being the best that one can be as a lifestyle, without looking for gain.