Holiday Staffing Challenges: Pros and Cons of Hiring Seasonal Employees

Retailers get ready! The holiday season is fast approaching, and that means getting prepared to face the rush of shoppers. This is a great time of year to ramp up your sales – but the hordes can actually have a negative impact on your bottom line if not handled properly. One of the best ways to ensure customer service levels remain high during this time of year is to increase your labour pool – but there are pros and cons to hiring seasonal employees. 

So, is hiring seasonal employees a short term fix for long term gain, or do the cons outweigh the pros? 

Pros:

 

-        Manage workload – increasing your pool of available labour helps to significantly increase customer service levels. Not only can you ensure shelves remain stocked and line-ups manageable, you can also use these additional employees to ensure that the store remains tidy and that customers can ask questions and receive answers rather than becoming frustrated and leaving for the competition.  

-        Cost savings – since these temporary workers are just that – temporary – you do not have to worry about the costs associated with hiring full time employees (benefits, etc.) or promises of salary increases down the road. Most of these employees understand that their positions are only good for a finite period of time and therefore don’t expect an increase or promise of more.  

Cons:

-        Training investment – even though these employees are only there for the short term, you are obviously not going to send them out on the floor with little to no training. Therefore, one of the most common challenges here is that you invest in these employees (both time and money) only to see them leave after the holiday rush is over. 

-        Lack of loyalty – it is a well-known fact in the retail world that short term workers are not nearly as loyal as those you hire for the long term. Most are aware of the fact that their employment contract is short, and so they may not be super concerned with how their work impacts your bottom line. Of course not all seasonal employees act on this knowledge-but can you risk even a few that do? 

Regardless of the pros and cons, going without that extra people support over the busy holiday season is often a really bad idea. If shelves are empty, line-ups long, and customers can’t get the service or attention they want, not only will your current sales suffer, but so too will your customer loyalty.  

A smart alternative to hiring seasonal employees is to turn to a merchandising company that has experience providing retail support and can offer highly trained, loyal staff on a short term basis. This means that the pros associated with hiring holiday staff are there, without having to worry about spending the time training employees that are not actually committed to your company – it is the best of both worlds! 

For more about professional people support versus hiring seasonal employees please contact Storesupport today by calling 905.847.6513.

 

How to Avoid a Product Recall Panic

Product recalls are an unfortunate reality in the consumer packaged goods industry. Both brands and retailers have to deal with this on a regular basis, and when managed poorly the outcome can be disastrous.

Here is a list of just a few of the most recent product recalls from the CPG industry:

-        Advantage Health Matters and Noorish Inc.: various products containing chia seeds or sprouted chia seed powder from the marketplace due to possible Salmonella contamination have been recalled.

-        A-R Perogies brand perogies and tortellini recalled due to undeclared wheat.

-        Various Old Country and Winnipeg Old Country brand meat products recalled due to undeclared mustard.

-        Goody Shop brand sweet goods recalled due to undeclared eggs, milk and wheat.

-        Boulangerie l'Escale brand products recalled due to undeclared soy.

When a product is recalled, either through a voluntary or mandatory recall, the end result is the same - that product needs to leave the shelf. When a product is recalled, the typical process is as follows:

·        The product is removed from the shelf

·        The product is shipped back to the warehouse

·        The new product packaging is re-labelled if required

·        The new product is shipped back to the store

What differs here is how the entire process is handled. If the recall takes too long, and the shelves remain empty as result of the recalled product, brand loyalty can quickly suffer due to the delay. However, if handled quickly, and safe products are delivered and restocked in a timely manner, loyalty will be far less impacted.

When a company practiced and proficient in dealing with product recalls is utilized, many of the costs associated with dealing with a product recall can be avoided. With many of the examples above, the product recall solution was as simple as a product re-labelling. When product is shipped back to the warehouse for re-labelling, the costs can become quite substantial. However, when you work with a merchandising company who can perform the re-labelling in-store, these costs are significantly reduced, as is the time it takes to have the product back on the shelf and ready to sell, thereby diminishing the loss of profit associated with most product recalls.

If you are facing a product recall, Storesupport’s emergency response services can help you deal with the entire recall and help mitigate any losses as a result of the recall process. Contact us today for a quick resolution: 1-877-421-5081.

Retailers: Getting Ready for Back to School Shopping

Yes, it’s that time of year again. Summer camps are in full swing, the beaches are jammed on weekends, and the warm weather has most people spending as much time outside as possible. For most, July isn’t typically the time to start thinking about backto school shopping. However, if you are in the retail industry, it is exactly what you are (or at least should be) thinking about.

Here are some tips to help get you started:

Start early. Like now. Getting caught too late out of the gate can have you dealing with major issues when it comes time to beat the crowds. Make sure that you have considered all of the factors that contribute to a successful back to school shopping campaign, and have implemented them accordingly. Being well prepared can help you avoid any customer service pitfalls and keep customer satisfaction high.

Have the right people support. Some retailers choose to attempt to handle the crowds with their existing staff pool. Others go on a hiring spree just before the rush and bring on a temporary crew to handle any crushes that arise. Both of these can offer the support you need, but at what cost? Perhaps a smarter idea is to consider working with a company that can offer highly trained, experienced people support available on short notice, and only when you need it. That way, you don’t have to worry about scheduling issues or hiring and training a new group of employees only to have them work for a short period of time.

What about in-store merchandising? Do you plan to have any campaigns running during the back to school blitz? If not, think about taking advantage of the opportunities this time of year represents with a merchandising campaign to target the kids and their parents. Better yet, get in touch with a merchandising company that can handle it all for you, from development to set-up. This way you don’t have to worry about taking time or employees away from regular tasks, and can ensure that the job is done right, the first time.

Don’t get stuck dealing with the rush, during the rush. That will only cause stress and won’t do anything to boost sales.

Start preparing for back to school shopping now. Storesupport has everything you need to ensure that your campaign goes off without a hitch. Contact us today by calling 1-877-421-5081.

Powerful In-Store Marketing Doesn’t Have to Be Difficult

One of the biggest hurdles for retailers is developing and maintaining a strong in-store marketing campaign. Taking the time to develop a smart in-store marketing strategy can be costly, especially if you have no prior experience. The time and resources needed to execute it can take away from other important aspects of your business (ex. staff). Instead of dealing with the worry of difficult in-store marketing, let a retail merchandising company help your harness its power easily and effectively.

How can a retail merchandising company help you overcome this challenge? In a number of ways. The role of a retail merchandising company is to help you get a plan in place, no matter what that is, and execute it.

Planogram set-up and signage: if planograms or signage is a part of your in-store marketing, a retail merchandising company can bring in the people to set it up, according to your exact specifications, ensuring that product is correctly labeled and displaced properly. Coupons are included here – in order for them to be profitable they need to be located in the correct space. Signage location should also be considered strategically, and making use of the experience of a retail merchandising company can help alleviate some of the pressure.

Experiential marketing and promotional events: although in-store signage and displays are a major part of any campaign, experiential marketing and promotional events should be as well. Whether you are highlighting a new product or promoting an old one, an experiential marketing campaign is an effective way to achieve this. But it can’t just be thrown together. A retail merchandising company that specializes in experiential marketing can work with you to develop a smart and engaging event that hits all of your targets, as well as provide you with the individuals with the skills and talents to make the event a success.

Remember that any successful in-store marketing campaign can’t remain static. Keeping things up-to-date is all part of the process, and if you fail to keep things current the plan will lose its luster. Make sure that you are constantly updating your strategy to make use of the power of in-store marketing. Again, rely on a retail merchandising company to accomplish this for you.

A professional retail merchandising company that can offer you a hands-free solution to your in-store merchandising woes is the best way to ensure a high level of engagement and customer experience. Don’t stress about it – let someone else take over and make sure that everything is done the way that it should be.

For more information about in-store marketing and the benefits of employing the services of a retail merchandising company, please contact Storesupport today by calling 1-877-421-5081. 

Retail Marketing Trends - Can You Keep Up?

The retail industry, especially the CPG industry, has never been a place where the phrase “set it and forget it” applies. Continuous change requires strategy in order to keep up. We are more than halfway through 2013 and in order to keep you up-to-date we thought it time to give you some advice on how to stay current.

Here is our list of the top retail marketing trends as we continue into the latter part of 2013.

Power of a physical presence – just as online shopping has had an impact on bricks and mortar locations, many online-only retailers are recognizing the power of a physical presence and setting up shop as a result. This necessitates the demand for retailers to maintain a high level of customer service in-store and well as the need for innovative customer attention-grabbing maneuvers.

Generational marketing – retailers need to be cognizant of the gaps that exist between generations. As baby boomers, society’s largest group, age, their needs change, and so too does the need to market to them specifically. Don’t rely solely on things like social media or mobile marketing – these tactics are often lost on this group. (But don’t ignore them either – they are critical!)

Cost-cutting measures – employee cutbacks are no longer the most intelligent business practice as far as cutting costs. Retailers looking to bring overhead down need to appreciate the impact that getting rid of employees can have on the bottom line. Too few employees in-store can mean shelves are not being stocked efficiently, line ups are far too long, and customers are not getting the assistance they need/want. Instead of hiring and firing as the market dictates, consider working with a merchandising company that can offer staffing support only when needed and avoid the additional costs that accompany this seasonal output.

Print is here to stay – printed advertisements and displays still remain a very powerful vehicle on the road to customer attraction. But remember, if a display is static, regulars will forget it, and it loses its power altogether.  Constant change with regard to displays and planograms is critical in order to stay in the game.

So how can you achieve your goals by employing these trends to your advantage without having to increase greatly the time spent on them? Find a merchandising company that offers a suite of services which includes the things outlined here. That way you can be sure that trends are being followed correctly.

For more information about retail marketing trends for 2013 or to find out how a merchandising company can help you harness their power please contact Storesupport by calling 1-877-421-5081.

Online vs. Bricks and Mortar – Visual Merchandising Plan to Battle Competition

It is common knowledge in the retail industry that online shopping is a major competitor for bricks and mortar stores. The ability to price compare and buy online has steadily risen in popularity over the last few years, to the point that many retailers have felt the need to compete through the development and establishment of their own online stores. However, it seems as though the competition is not as stiff as originally predicted – and the expectation that online shopping would lead to the inevitable death of the retail location have not panned out. Canadian customers are still shopping at bricks and mortar locations.

According to research done by global information company The NPD Group, only 4% of all Canadian transactions were made online in 2012 – and this is an increase of 0.5% from 2011. Broken down, NPD reported that approximately 7 online purchases were made by the average Canadian household in 2012, compared to over 150 trips to traditional bricks and mortar stores (3-4 visits per week).

There are many reasons for this staunch refusal by consumers to let online shopping dictate the market – the most important reason being the experience that cannot be had by shopping online. Recognizing this, retailers have started to realize the importance that lies in visual merchandising and how it has to change in order to continue to compete.

As a bricks and mortar store, having a visual merchandising plan in place is crucial to maintain the leverage over online retailers. Consumers like to be able to enter a retail location and visually take in what they cannot over the internet. This includes things like planograms, signage and displays – all of which need to be executed properly (one of the main functions of a merchandising company) to attract customers.

Other factors contribute as well, including a high level of customer experience and interaction – so make sure that when customers leave your store they feel satisfied. This will help safeguard customer loyalty and retention.

Although online shopping has not killed the bricks and mortar store it has resulted in the need to evolve and adapt.  A strong visual merchandising plan is essential in this adaptation, and so make sure that you employ a merchandising company to help ensure that the online competition that does exist does not take over.

For more information about how to ramp up your visual merchandising plan to further battle the competition of online retailers, please contact Storesupport today by calling 1-877-421-5081.

Bridging the Marketing Gap: Retail Merchandising in an Ever-Changing Marketplace

Last week we talked about how important it is with the rise of mobile e-commerce to ramp up your retail merchandising campaigns to deal with the competition this creates. The rise of mobile e-commerce is just one example of how vital it is to leverage different types of merchandising to attract different customers.  

Here are just a few examples of this cross-sectional marketing and how a retail merchandising company can help you maintain it.

How you merchandise:

Print: displays, planograms, etc. These are one of the most important parts of any merchandising plan. When a consumer enters a store, the displays and planograms often play the largest role in attracting their attention. Whether you rely on stand-up display shelves, floor decals or shelving signs as a segment of your retail merchandising plan, these need to be carried out and maintained appropriately. A retail merchandising company can not only set them up according to your designs, they will also return to make sure that they are being used properly.

Coupons and promotions: Many consumers are attracted to coupons and promotions – so making use of them is key. This is especially crucial when releasing a new product. You need to leverage this type of retail merchandising in order to attract this crowd. Again, a retail merchandising company can help by providing people support to distribute coupons or ensure that coupon dispensers are installed correctly.

Interactive: experiential marketing. Another effective retail marketing strategy is through taste tests or product trials. Research shows that those consumers who are given the chance to sample a product are more inclined to purchase. By leveraging and implementing an experiential marketing campaign you can harness the power inherent in this consumer group.

Who you merchandise to:

Generational gaps and catering too much to one generational group while largely ignoring the other can wreak havoc in the retail industry. For example, if you rely solely on mobile marketing you are ignoring the entire generation that this does not tailor to. Conversely, if you are just using print marketing, those consumers who see mobile or computerized displays as the way of the future may be lost.

When you set out to design your retail merchandising plan, make sure that all bases are covered. Don’t discount one group for another. Employ a retail merchandising company to guarantee that all targets are marketed to.

For more information about how to ensure that your retail merchandising strategy encompasses a variety of different marketing schemes please contact Storesupport by calling 1-877-421-5081.

Effects of Mobile E-Commerce on Retailers - E-Commerce Report from Canadian Government Sheds Light

In 2012, as a result of the dramatic changes that Canadian society has experienced as a result of technological changes over the past several years, the government conducted research on e-commerce as an industry. Called E-Commerce in Canada: Pursuing the Promise, Report of the Standing Committee on Industry, Science and Technology, this report shed a great deal of light on the impacts of e-commerce and mobile e-commerce on retailers.  

According to the report, 79% of Canadian households have internet access, and of this 79%, 74% use the internet to browse or shop for goods or services online.  In 2010 alone, online purchases resulted in $15.8 billion in sales. The online market is booming – but how is it affecting your business?

Now, more than ever, Canadians are coming to rely on their smartphones for far more than just talking and texting – realistically most of what can be done from a laptop in the home office can be accomplished anywhere from a mobile device. This on-the-spot purchasing power that mobile e-commerce represents is great for consumers, but not so good for retailers trying to deal with the competition.

So how can you handle the impacts of mobile e-commerce? It is simple. Sure you may not be able to offer the same convenience that comes from the ability to give consumers what they want at the tap of a finger, but by working with a retail merchandising company you can keep those consumers in the store and maintain sales.

Where grocery stores are concerned – a great deal of shoppers do their shopping in store. If you offer CPG brands that are sold in a grocery store then your customer’s in-store experience is key, especially if you want to keep them coming back to buy more.

Think about it, when a consumer makes a purchase online, generally as far as they can see the product is available, clearly priced, they expedite payment and then their product is delivered. Customers must have the same experience when they visit a retailer to purchase your product. Product should be in stock, clearly priced and where it is supposed to be according to your planogram.  

Experiential marketing and promotional campaigns are also a great way to manage the mobile e-commerce rivalry. Once you get consumers through the door an intelligent way to influence their purchases is to make suggestions through campaigns that offer sales or give them a chance to try.

A great way to manage your retail merchandising and have boots on the ground, without the cost of a huge team, is to work with a retail merchandising company who has the coverage and expertise to support your needs at a fraction of the cost of having a front line workforce.

For many retailers, e-commerce represents a huge market for sales – as long as you are using it to sell. If you are not, you need to be looking at other methods to deal with this competition.

For more information about how to handle the competition created by mobile e-commerce, please contact Storesupport today by calling 1-877-421-5081 or visit us online at www.storesupport.ca.

People Support During Busy Back-to-School Season: Merchandising Companies Have You Covered

Retailers get ready! September is almost upon us and with it comes the back-to-school shopping blitz. Children heading back to the classroom all need the newest duds and gadgets – so make sure that they are coming to you for them – and leaving your store satisfied.

During the back-to-school craze, retail merchandising is crucial, and you need to be ready. Having sales clearly marked and shelves stocked is important – but these are not the only things that will make this shopping season profitable.

One of the hardest things for retailers with regard to back-to-school shopping is the crowds. As soon as the calendar hits August, most parents get their lists together and head out to prep for September. This requires a delicate balance for retailers. You need to make sure that you have enough people on the floor to cover this extra volume, both in departments to offer assistance, at the cash registers to prevent long line-ups, and in the stock room making sure that shelves and racks do not go empty, leading to lost sales. That being said, you don’t want to have to go through the process of hiring a new group of temporary employees just to cover this one month. And even though you may not be planning on retaining these employees after back-to-school shopping is over, they still need to be trained - and training costs time and money.

A retail merchandising company that offers people support is the best way to handle this demand. Instead of having to go through the entire hiring and training process, a merchandising company can provide you with experienced, professional, well-trained individuals to fill any positions necessary: cashiers, sales associates, floor staff, or employees to stock. This takes care of all of the hiring costs and training resources that you would need to spend to do it on your own. Additionally, since these employees are contracted on a temporary basis, once their assistance and support is no longer needed you don’t have to go through the messy and costly process of letting them go.

Don’t wait until the week before to devise a plan for back-to-school shopping – after all most stores have had ads promoting sales out for weeks already – and it is only July! Get going on your back-to-school shopping retail plan now to ensure that it is implemented correctly thus achieving the biggest returns. Don’t get lost in the shuffle; make sure that you have enough people – and the right people – there to support you.

For more information about a retail merchandising plan which includes people support for back-to-school shopping please contact Storesupport by calling 1-877-421-5081 or visit us online at www.storesupport.ca

Ernst and Young Back-to-School Shopping Study – Retailers Get Ready

According to an Ernst and Young study of last year’s back-to-school shopping season, Canadians were heading out far earlier to start their shopping, following the lead of our neighbours to the south. If this year is anything like last year, most shoppers will not be waiting until the week before to get those school supplies. The annual back-to-school shopping season can mean big ROI for retailers, and Canadian merchandising companies can make all the difference.

Here are our top 3 reasons why retailers need to make sure their back-to-school retail plan is ironclad, and how merchandising companies can help.

1.      Back-to-school shopping is highly lucrative. The back-to-school shopping season offer retailers the biggest sales aside from holiday shopping in December. Need some numbers? Statistics Canada reported $123.6 million was spent on school supplies in 2012, and the overall average education expenditure for all households in Canada was $1151. No matter what is being sold, recognizing that the opportunity is there is crucial. Knowing this, a smart plan is to rely on a merchandising company to ensure that your retail merchandising plan is effective.

 

2.      Kids are shopping too and you need to market to them. Parents often shop with their kids for those items to take back to the classroom, so you need to be sure to cater to their wants – they heavily influence the purchases made by their parents. A great way to do this is through an experiential marketing campaign. Kids love to try new things – and what better way to get them interested in a product than by trying it. For example, with parents out there filling their cart with back-to-school lunch items, kids can work for you. Get a merchandising company to develop an experiential marketing campaign with this in mind (lunch snacks for example) and the marketing is easy.

 

3.      Discount stores are getting a big share of the profits. Keeping in mind the amount of money most families spend on back-to-school shopping, many parents are opting for the sales that discount stores offer, so you have to be able to compete. Sales and promotions play a big role (and merchandising companies can help with this), but so too does customer service. Many consumers will remain loyal if a company offers excellent service. Merchandising companies can provide the necessary people support at this busy time to ensure that your customer service levels remain high.

Don’t miss out on the opportunity to take advantage of back-to-school shopping. Let Canadian merchandising companies assist in your retail merchandising planning. And don’t wait until the last minute – if this year is anything like last year, those sales will start rolling in very soon.

For more information about how merchandising companies can help you implement a smart merchandising plan for back-to-school shopping please contact Storesupport at 1-877-421-5081.

Retail Merchandising “Down” Your Business

Target Corp. has been in the news a great deal recently and retailers across Canada are modifying their retail plans as a result of the influx of new stores that are being opened. Although Target, as a big box store, does present some stiff competition, many previous big box retailers are moving in a different direction – down.

A recent article in the Globe and Mail, “Goodbye, big box?”, speaks to the issue of how this competition has led to a realignment of big box thinking, sending current retailers on a new course to keep up. One of Canada’s largest providers of automotive parts and home products, formerly focused exclusively on doing things ‘big’, is making plans to ‘downsize’ in an effort to see sales increase. Focusing more on the retail merchandising factor plays a big role here.

How is this retail merchandising downsizing going to help? Well, in an effort to ramp up customer service, it actually makes a lot of sense. More mature consumers don’t want to spend as much time walking up and down isles – and so a smaller store will allow them to get their shopping done faster. It also allows for higher customer service levels – something that is crucial with this generation. Brand loyalty suffers when a customer feels unsatisfied with a retailer’s service, and so giving more to the consumer means higher levels of brand loyalty.

Retail merchandising in this situation is also key in order to retain those customers that tend to turn to online shopping. The younger generations, millennials for example, are often tempted by the lure of online shopping – so a strong retail merchandising plan will help you retain their business with things like experiential marketing.

If you are thinking about traveling the same route as those big box stores, you have to make sure that you have a strong retail merchandising plan in place to ensure that customer service does not suffer as a result.

People support: Many stores are keeping their big box locations as temporary inventory spaces, and a retail merchandising company can provide the personnel required to staff each location. Well-trained, professional employees, available on short notice and a temporary basis, can mean the difference between customers leaving happy and planning to return and leaving unsatisfied and shifting their loyalties.

Planogram set-up: A retail merchandising company can also set-up, tag and price, and install any signage in the new location. This ensures planogram compliance.

Store closures: If you are closing a store and sections of the store are being closed as inventory is sold, let a retail merchandising company assist in rearranging the store so that it is still shopper friendly. This way your employees can remain focused on providing excellent customer service at a time when it is crucial, and a retail merchandising company can make sure that customers can still find what they need.  

If you are planning to downsize in the future, don't ignore the importance of retail merchandising in these scenarios.  For more information about how retail merchandising can ensure your customers don't feel pressure to switch please contact Storesupport by calling 1-87-421-5081 or visit www.storesupport.ca

What to Do in the Event of an Allergy Alert Product Recall

Product recalls, or more specifically allergy alert product recalls, are an issue that brands and retailers deal with on a regular basis. If a product is found to contain something that is not listed on the label, or if the label does not contain an allergy alert, steps must be taken to remedy the problem. Most product recall decisions are made by CFIA and Health Canada, and brands are expected to comply immediately. Whatever the level (Class I, II, or III recalls), the way that you handle a product recall is vital.

There are several different types of product recalls:

-        Voluntary recall: Most product recalls in Canada are voluntary, meaning that they are initiated and carried out by the company whose product is being recalled. The Canadian Food Inspection Agency monitors the recall to ensure that the correct process is followed.

-        Mandatory recall: Although most product recalls are voluntary, if a company refuses to comply with a recall request, the Minister of Agriculture and Agri-Food will step in and order a mandatory recall, especially for those foods that pose a health risk.

-        Allergy alert: This recall is issued when an undeclared item is contained in a product, and is withdrawn once that item is listed on the label.

-        Health hazard: These are issued when something that could potentially cause harm (ex. Salmonella) is found in a product.

Often these will be listed together (ex. allergy alert: voluntary recall).

In the event of an allergy alert product recall the brand has to:

·         Remove the product from the shelf

·         Ship it all back to the warehouse

·         Re-label the packaging

·         Re-ship the product back to the store

This process represents a huge cost to the brand, not only because of the money to correct the mistake and the shipping costs, but also with regard to the sales lost while the product is not on the shelf. This is why time is of the essence when you are dealing with an allergy alert product recall – or any type of product recall!

These costs are severely reduced when a merchandising company takes over – since they will just correct the labels in store, thereby saving you time and money. This rapid response approach also helps to mitigate the public relations effects, since your product is not actually being taken from the shelves.

Sometimes product recalls are unavoidable, and in these cases they need to be handled correctly. A merchandising company that offers emergency response services to deal with product recalls can help take the pressure off and get things running as they should be.

If you don’t have a system in place to deal with product recalls, please contact Storesupport to find out more by calling 1-877-421-5081 or visit www.storesupport.ca.  

 

The Changing Face of Retail Merchandising in Canada

No matter what you sell, if you operate in the CPG industry you know how important it is to keep up with changing market trends. Generational gaps as far as spending behaviours have likely not escaped your notice over the last few years – but are you taking advantage of all of the opportunities that these generational differences offer? If you don’t have a retail merchandising plan that considers them, probably not.

Baby boomers have long been the largest group being catered to – largely because they represent the largest group of loyal customers. But the old adage ‘if it’s not broken, don’t fix it’ will no longer mean profits in the long run. Ignoring those other generational groups which represent the buyers of the future is not going to do you any favours. Casting aside the fact that in the next 10-15 years they will represent the largest group of consumers, millennials need to be catered to in a very different way than baby boomers.

Now, now, now. Patience is often touted as a key virtue which millennials fail to exhibit. If a product is not where it should be, or if it is not in stock, most millennials are just going to turn to the next best thing – and if they like that product, what is to stop them from purchasing it next time?

Price vs. quality. Millennials tend to be more price sensitive than baby boomers, and so making sure that products are labelled correctly is also important. If a product is priced incorrectly, the cheaper product might be what makes its way into the shopping cart.

So how can you overcome these all too common challenges? Consider working with a retail merchandising company that can provide a suite of services which will help to ensure that your product is where it should be, in stock, and being marketed the way that you want.

Planogram compliance: You have spent the time and resources researching which planogram will be the most effective, so enlisting the services of a retail merchandising company allows you to ensure your expectations are being met.

Quality assurance audits: Are products priced correctly? As mentioned, price sometimes exceeds quality on the wanted list, so making sure that your product is not being overshadowed is crucial.
Mystery shopping: Are employees stocking shelves in a timely manner? Are they able to provide the correct information about your products? A mystery shopper can answer these questions and give you the ability to fix any issues.

Retail merchandising in Canada represents a vital tool by which to attract both those millennials and baby boomers with different marketing tastes. Don’t cast one aside in favour of the other.

For more information about the benefits of retail merchandising in Canada, please contact Storesupport by calling 1-877-421-5081 or visit www.storesupport.ca. 

Target Baby Boomers 2.0 – How to Increase Customer Retention and Brand Loyalty in This Market Space

There has been a lot of buzz in the news lately with regard to the habits of millennials when compared to baby boomers. It is undeniable that generational trends dictate market trends, and so keeping up with change is critical. That being said, it is important not to alienate one generational group in exchange for another, and it is crucial to cater to all groups while recognizing that baby boomers continue to represent a large segment of shoppers who regularly visit bricks and mortar stores and continue to exhibit a higher level of brand loyalty when compared to younger generations. 

By marketing to the baby boom generation properly, customer retention and brand loyalty can lead to increased profitability. But how?

Baby boomers are apt to exhibit brand loyalty – you just have to hold onto it. Baby boomers remain the most loyal generation, especially when it comes to CPG brands. A recent marketing study done by Jefferies and Alix Partners found that 61% of baby boomers said that brands were important in their purchasing decisions for groceries (compared to only 47% for millennials). Those products that baby boomers have continued to favour over the years are not disregarded easily, making customer retention and brand loyalty much easier with this generation.

At the same time, it is important to acknowledge that baby boomers are more likely to have higher expectations, so things like making sure that product is on the shelf, in the correct place, or that employees can provide assistance when necessary are all key factors in customer retention. A merchandising company can help with this by providing the support necessary to ensure that retailers conform to your expectations.

Furthermore, the study found that millennials are far more price sensitive than boomers, and less likely to buy the more expensive brands. 62% of millennial participants responded that they focused more on lower prices than brands, compared to 46% of baby boomers. Clearly those with the buying power are spending the money.

That doesn’t mean though that product demonstrations or promotions are not well received – they are. Baby boomers are willing to try a new product if the quality is there, and although it takes far more to get them to switch, these tactics can increase shifts in brand loyalty.  They also represent a great customer retention opportunity when providing that added incentive to get them to continue purchasing your products.

The study’s results indicate just how important it is to continue marketing to baby boomers in order to retain their brand loyalty. Make sure that your merchandising plan attempts to reach all viable customers. A merchandising company might be just what you need to ensure that this plan considers all markets. Rely on a company that has the expertise necessary to meet your needs no matter what your target demographic is.

For more information about customer retention and brand loyalty among the baby boom generation, or to find out how our merchandising services can contribute to increasing these, please contact Storesupport by calling 1-877-421-5081 or visit www.storesupport.ca

 

How Canadian Retailers Can Leverage Retail Merchandising to Stay Competitive Against Target

The U.S. has always been a tempting alternative for Canadian shoppers willing to head over the border to find the best deals. Big box stores located south of us have lured Canadian consumers for years, but with one major American retailer moving north, the question remains: How will Canadian retailers compete? As Target prepares to open more stores across Canada in the coming months, retailers and brands will need to step up their game if they want to stay competitive. 

Target has said that it will open 24 new stores by the end of April, many of them being former Zellers locations which have been completely renovated. A significant number of additional locations will open throughout the rest of 2013. 

So how can Canadian retailers compete against the American powerhouse? Excellent retail merchandising is a start and that can be leveraged to provide an excellent customer experience leading to increased customer retention. 

Those brands that are not listed at Target are in a precarious position, but there are measures that can be taken to keep sales up in other stores where you do have retail coverage. A key factor in vying for customer loyalty remains firmly rooted in customer experience. Consumers want to have a good experience when shopping, and things like finding a product, in stock, without issue is important. If product is not shelved properly or out of stock, customer loyalty can quickly shift. This is why retail merchandising is crucial. 

Retailer brands are also going to have to ramp up their service levels in order to compete with Target. If a customer feels unsatisfied because of defunct retail merchandising or as a result of long line ups or not being able to find product or have their questions answered in a timely fashion, their choice of retailer may change.   

Retail merchandising offered by an experienced merchandising company can tackle all of these problems. On the brand side, a merchandising company can provide services which ensure that your brand is receiving the attention necessary. Planogram compliance and mystery shopping confirm that your products are located correctly and accurately priced, which works to ensure that the customer experience is a good one.

On the retail side, a merchandising company well versed in retail merchandising can ensure that when you need support it is there, even on short notice. By providing ‘people support’, a merchandising company can outfit a team to help you manage staffing issues at peak times, both for on floor or stock room support.

It is anticipated that Target will become a significant force and will create significant competition to both brands and retailers alike. Don’t leave anything to chance – make sure that you leverage retail merchandising to boost brand performance and ensure strong customer retention.

For more information about how to leverage retail merchandising, or to find out more about any of the services we offer, please contact Storesupport by calling 1-877-421-5081 or visit www.storesupport.ca.

Walking the Line: Post-Holiday Staff Reductions Directly Impact Merchandising Services

So the crazy holiday season is behind us – that means we can pay less attention to providing good customer service, right? Wrong!! Making sure your consumer has a good customer service experience, no matter what time of year it is, is vital. Make sure your merchandising company offers merchandising services that ensure a great customer service experience. 

Often after the holidays, retailers decrease their staff significantly because they think they don’t need those workers. But what kind of impact is this going to have on your brand? Shedding holiday staff is understandable, however retailers sometimes cut too deep which can have a devastating impact on brands. If there are not enough staff members around to make sure your stock is replenished or that customers are getting answers to their questions, customer service rates will suffer which can result in the consumer shifting loyalty from the retailer. Or worse, if their bad experience was associated trying to purchase one of your brands that was out of stock or not properly tagged, it is your brand that can suffer a shift in brand loyalty when the consumers decide to try something else that is in stock. 

Think about it this way – if you go into the local grocery store and receive poor customer service are you really going to be interested in returning to that store? Probably not. What if you enter a store and ask an employee to retrieve stock from the back and are told ‘I’m busy’ or ‘If it’s not there it’s out of stock’  without even looking, that’s not going to make you jump at the chance to go back there next week. Working with a merchandising company that offers merchandising services to combat these challenges is crucial. 

But if you are a brand that sells its products at retail, how can you make sure that your customers are receiving good customer service? A merchandising company that offers merchandising services like mystery shopping and planogram compliance can make sure that your products are on the shelves, in the right place, and priced correctly. They can also make sure that your planograms are executed properly and that a retailer’s staff members are actually doing their job.

Don’t just take our word for it. Right Now Technologies’ Customer Experience Impact Report spells out exactly how crucial it is for consumers to have a good customer service experience. Check out these stats:

-          Over 80% of consumers state that they are willing to pay up to 25% more in order to get good customer service.

-          Almost 90% of consumers actually started purchasing from a competitor after getting fed up because of a poor customer service experience.

A merchandising company that works to ensure that your consumers are having a good customer service experience can help maintain those points of distinction that differentiate you from your competitors. Relying on the retailer where your brand is located can spell disaster. Taking advantage of the merchandising services offered by a merchandising company can keep good customer service at your fingertips.

For more information about merchandising services and how they can ensure a good customer service experience, please contact Storesupport at 1-877-421-5081 or visit www.storesupport.ca.

B and C Level Brands on the Cusp

If you are just making your way in the retail world, you are no doubt aware that there are many challenges that you will need to overcome. If you are a brand on the cusp of success, you know that you need all of the help you can get to ensure that your product gets to where you want it to be. 

You know that there are several goals you want to meet and a common challenge is being able to meet those goals even when sometimes dealing with a constrained budget. Your goals may include beefing up profits, becoming number 1 in your category, and achieving prime product placement.

Working with an experienced merchandising company can help you reach these goals, as well as ensuring that once there, you stay there.

How can this be done? There are a number of ways that you can breach that barrier and work your way up.

Experiential marketing: Experiential marketing refers to the strategies that engage the customer through sensory experience – product demonstrations or taste testing for example. These methods allow the customer to not only hear about the benefits of your brand but to experience them as well. A study done by the Event Marketing Institute found that experiential marketing can have dramatic impacts on your bottom line: on average, 58% of consumers said that they purchased a product or brand after an experiential marketing event that let them experience the product for themselves, while 86% revealed that they became a regular customer afterwards. Furthermore, 71% said that they felt a stronger connection with the brand after the campaign, resulting in further brand loyalty.

Merchandising: developing a well thought out merchandising strategy takes knowledge, and working with an experienced merchandising company lets you see the benefits of the various options available. Merchandising strategies may include various tactics such as experiential marketing and coupon distribution. These allow you to gain crucial brand recognition while ensuring that customers remain loyal. Merchandising strategies also work to implement effective product placement schemes, ensuring that your diagrams are as you want them and in the right location in-store.

People Support: When you are on the cusp of success, working with an experienced merchandising company can also provide you with the staff to ensure that your products are being demonstrated and placed properly in-store. They can also make sure that your product is being continually stocked and that retail employees are providing the correct information to consumers.

How can you ensure that your merchandising company will be able to achieve the best for you? There are a few things to look for. Make sure that they offer a suite of services such as those mentioned above. A merchandising company with national experience will have a wide range of practice and strategies that can help you reach your goals. Furthermore, for the best results, work with a company that specializes in one industry – the retail food industry for example – rather than one that tries to cater to all – that way your issues are never lost in the shuffle.

In order to break into and stay in the incredibly competitive retail food industry, keeping up with product distribution and retail merchandising is key. By working with a merchandising company that offers a wide array of services to meet your needs you can ensure that your brand is receiving the attention it requires at retail, achieving prime product placement and thereby increasing customer retention and loyalty.

For more information about merchandising services offered by an experienced merchandising company and how these services can help you break into the top rungs of the competitive retail food industry, please contact Storesupport at 877-421-5081 or visit www.storesupport.ca.