NEW Canada mixer brings opportunity to network

By Nancy Kwon

Published in Canadian Grocer

June 19, 2012

On Monday, the Network of Executive Women Canada (NEW) organized a summer mixer at Mondello Ristorante in Mississauga, Ont., which brought out a strong contingent of the retail and consumer goods products professionals.

Amid the relaxed atmosphere, the some 70 female industry executives shared experiences and got to know one another better.

More than a year after its formation, the organization’s mission is anchored around three pillars: dialogue, inclusion and a catalyst for development.

NEW isn’t entirely, however. It was launched in the U.S. a decade ago, where it now has 15 chapters and 3,000 members. The Canadian office is the first outside of America.

A fall event is in the works.

Julie Ihamaki, Canadian Grocer; Dana Childerhouse, Nielsen; Vanessa Peters, Canadian Grocer





Kara Parkinson, Nestle; Debi Bowins, Moore Packaging

The NEW mixer gathered professionals from both CPG and retailer businesses

Dorina Vendramin, Kraft; Alannah Virtanen, Nielsen

Clara Shevalier and Sara Clarkson, Store Support

Janet Mangat, Pivotal Solutions; Ming Yapp, Walmart

Amy Umrysh, Sarah O'Regan of SC Johnson

Nicki Balfour, GlaxoSmithKline; Paula Brar, Walmart;Jennifer Mitrovich, Kimberly-Clark

Mystery Shopper Jobs Play an Important Role at Retail and are Plentiful

Mystery shopping (also known as secret shopping) is the method by which a store or a company evaluates its employees’ performance and customers’ experience. A mystery shopper will visit a retail outlet pretending to be a customer. The mystery shopper will interact with employees to assess their customer service and sales abilities.  

Mystery shoppers can be deployed by brands, retailers or companies who offer supporting services to brands and retailers. A mystery shopper will report his or her results, which will reveal to the retailer or brand what they need to do to improve their services.

Apart from evaluating performance, a mystery shopper will analyze other commercial aspects of a retailer’s store. These aspects could be price, availability, quality of the product and customer service via websites, telephones and in person, as well as housekeeping.

The role that a mystery shopper fills is an important one and mystery shopper jobs are in great demand. There are no essential requirements to become a mystery shopper, as shoppers don’t have specific appearance or qualification. With that said, a mystery shopper job is a profession just like any other. While the job entails shopping, which is fun; mystery shopping is a serious business and should be carefully dealt with. To be successful, a mystery shopper must be able to act or pretend, be trustworthy, reliable and professional. Apart from all these characteristics, mystery shoppers should have good writing skills and a clear perspective of reporting their personal opinions so that the truth is not tampered with and the brand or retailer gets a very clear picture of what was observed. Mystery shoppers are relied upon to help stores and brands to uplift their sales by improving customer satisfaction and improving the performance of the employees.

Mystery shopping is useful not just for evaluating the staff’s performance but also for checking the customer service offered by rival businesses. It can be compared with one’s own customer service to find the problem areas. The problems can then be rectified to increase the number of customers and in-turn will increase a retailer’s sales.

Mystery shoppers represent ROI to retailers and brands, especially when they are deployed by third party organizations. This is because third party organizations provide the retailer or brand with a truly impartial review of performance. Third party organizations who specialize in mystery shopping can work with a brand or retailer to pinpoint areas of focus, develop a strategy, and take measurements to ensure that the mystery shopper and outcome of the exercise is effective.

Mystery shopper jobs can be found with organizations that provide these services to brands and retailers. If you interested in becoming a mystery shopper, sourcing mystery shopper jobs through these organizations is your best first step. Because these organizations service so many different brands and retailers, obtaining a mystery shopper job through one of these organizations promises to be exciting and diverse.

The role of a mystery shopper at retail is an invaluable one. In addition, those interested in becoming a mystery shopper will find a fun and rewarding career opportunity as well as a fantastic opportunity to help brands and retailers become more competitive while improving their offering.

For more information about mystery shopper jobs or to apply for a mystery shopper job, please visit www.storesupport.ca or call Bonnie Yhip at 1 877 421-5081.

Looking for Work in Toronto - Has Your Ego Affected Your Ability to Find Toronto Employment?

The recent recession left many people in Toronto laid off, displaced and looking for work. Two of the most difficult situations are:

 

1.       When you become laid off and realize that you will need to re-tool and change industries because of altered economic conditions or;

2.       You left the work force to start a family and are re-entering at a time when the employment landscape has changed considerably.

 

If you are looking for work in Toronto and have previously held a high paying or prestigious position, you may now find that there is more competition in the market than ever, and these types of positions are harder to come by. This can present a crushing blow to the ego. The first thing that you need to do if you want to find Toronto employment is set your ego aside and get focused.

Re-entering the job market in Toronto can be both exciting and disappointing at times. Your success will depend on both your energy and outlook on things. When trying to find Toronto employment, getting passed over for an interview or learning that the job offer you were counting on was actually given to someone else can definitely hurt your pride. Realize that this is a natural and common experience that you may encounter during your career transition but also be aware that if you don't tend to your bruised ego in a quick and positive manner, it will impact your ability to find employment.

When your pride is hurt, your motivation, energy and attitude can greatly suffer, and all of these things need to be in tip-top shape to achieve success in the job market.

When looking for work in Toronto, it is important to stay positive. Try not to spend a lot of time talking with former colleagues at your past company if the conversations are emotional and negative. This will only make you feel worse. Stay away from others who have given up. They will make it difficult for you to get your head around the possibility of taking on a new job in a lesser capacity than the one that you held with your previous employer. Do not listen to negative feedback that basically tells you you'll never work again or not to take on a job that is not equal to or higher capacity than the last one you had. Unfortunately, this often comes from well-meaning friends and family members who are not experts on the job market.  

Look at this time as an opportunity to gain new experience. Be open minded to different industries where you can apply your core attributes.  Embark on a new and rewarding career, even if it is in a different industry than you are used to.

The retail industry in Toronto is one that is fairly easy to enter and can provide immense opportunity. The retail industry offers individuals from many different backgrounds with a chance to excel. Those who possess organizational skills and have experience in sales or customer service can be successful in retail. Even folks who have come out of the manufacturing industry or are just handy can be successful at retail. Retail provides opportunities in distribution, store set up, merchandising, sales and customer service.

When looking for work in Toronto, take a “cup-half-full attitude” to your job search. You can get through this tough time by taking care of yourself, reaching out to others, and focusing on your goals. Losing your job or re-entering the workforce can be an opportunity to take stock of your life, rethink your career goals, and rediscover what truly makes you happy.

For more information about looking for work in Toronto or for Toronto employment opportunities, please visit www.storesupport.ca or call Bonnie Yhip at 1 877 421-5081.

What is Experiential Marketing or Engagement Marketing at Retail?

Experiential marketing, which is also sometimes referred to as “engagement marketing”, "event marketing", "live marketing" or "participation marketing," is a method of marketing that directly engages consumers by inviting and encouraging them to participate in the evolution of a brand. Rather than looking at consumers as passive receivers of messages, engagement marketing encourages participation from the consumer. 

Experiential marketing at a retail level has become very common and is very important. Some examples of experiential marketing include:

In-store tastings. These can commonly be found in grocery stores. Food tastings engage consumers and invite them to sample products. This is a highly effective form of experiential marketing that will result in many consumers purchasing products that they never would have considered had they not tested the product in-store.

Live demos. Live demos are commonly found in shopping malls and department stores. Live demos are used to demonstrate to the consumer how they can use a particular product or appliance. Often participants will receive a coupon or sample of the product as a gratuity for participating in the demonstration.

Testing products. Product testing sessions, like testing hand crèmes and hair products, is a very common occurrence in shopping malls. Have you ever walked past a retailer in a shopping mall to be stopped by a sales representative who asked if you would like to test or sample a product? Or have you ever walked through the cosmetic and perfume section of a department store where a representative stopped you to sample fragrances or cosmetics? Often times, these representatives represent the brands. They are not employees of the retailer. For example, if you walk past the Estee Launder counter, the rep is likely an Estee Lauder employee or an employee of a marketing company that specializes in experiential marketing.

These examples are the essence of experiential marketing. There is nothing more engaging then inviting a consumer to try your product.

For experiential marketing to be effective it must be properly planned and executed. The brand should have a clear objective at the outset. If the offer will be a taste test, for example, how will the consumer be converted into a customer? Running a sale on the product the day of the experiential marketing campaign and/or offering coupons and/or discounts on a first purchase are excellent ways to entice the consumer to buy.

Your sales person is as important as your product. The sales person should be able to attract the consumer, establish a rapport, create a comfort level, knowledgeably answer any questions and sell product. Experiential marketing is an investment and money well spent, however brands often err when they send in entry level staff and/or students to fill this very important role. This type of marketing should be executed by skilled professionals who are trained in experiential marketing if you want to ensure that that your investment results in the best possible representation of your brand.

Working with an experienced marketing company that specializes in experiential marketing can provide you with the skilled staff, expertise and consulting to make your marketing campaign a success.

For more information about experiential marketing please contact Store Support at 905 847 6513 or visit www.storesupport.ca

The Customer Experience is What Dictates Store Loyalty

How many different grocery stores do you go to every month? Chances are that you are loyal to a particular store, as are most consumers. Strong consumer loyalty is a retailer’s ultimate goal because repeat business is the key to profitability and success within the retail industry.  

Cost is often not what makes a consumer incorporate a retail store into his or her routine. Loblaw’s, for example, is slightly more expensive than store brands like No Frills, yet has a dedicated following of consumers who love the look and feel of the stores, the spacing and organization of the merchandise and the diverse range of merchandise. Similarly, Fortino's also offers pricier merchandise than a food chain like No Frills but many consumers choose Fortino’s because of the wide selection or brands and the quality of the produce. Product placement, customer engagement through product demos, dynamic store set-ups and displays also play a role in the customer’s overall experience.  

The customer experience is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. At retail, the customer experience is what will dictate the loyalty that a consumer shows to a particular retail store or brand. Efficient merchandising and distribution plays a huge role in the customer’s experience and features many moving variables that include: 

·         a wide range of products and brands

·         accessibility to those products and brands

·         product availability (products are sufficiently stocked and on the shelves)

·         products are properly priced 

Consumers want to find what they need in all one place especially when it comes to grocery shopping. A consumer will generally be loyal to a store (even if the cost of goods is slightly higher) when they can get everything they need in one central location. A consumer who visits a retailer to find that they don’t sell the brands they love, are consistently out of stock (sold out or simply not on the shelf) and/or the items prices are not clearly marked, can quickly get frustrated. Where un-stocked merchandise is concerned, it is very inconvenient to the consumer and they will likely not forget the experience the next time they need to shop. 

It pays to invest in the customer experience. Many retailers and brands have come to realize that working with professional merchandising and marketing companies can make a big difference when it comes to enhancing their customers’ experience, which leads to increased profit, heightened customer loyalty and increased customer retention.  

Professionals with expertise in this regard can point out and facilitate in-store improvements and offer services to improve overall merchandising and distribution. For example, working with a merchandising and distribution company will mean that your products will always be on the shelf because their staff will ensure that it is never out of stock or sitting in the back of a retailer’s warehouse. They have the skilled resources to provide trained support on-demand during high seasons, facilitate in-store marketing campaigns and assist in ensuring  adequate distribution and effective merchandising to increase store loyalty. 

For more information about the customer experience and improving store loyalty please contact Store Support at 905 847 6513 or visit www.storesupport.ca

Attention All Shelf Stockers, Mystery Shoppers and Other Retail Workers. Do You Think a Career Can Be Built From Retail Experience?

Do you think a career can be built from retail experience? Simply ask the store managers, warehouse managers, merchandisers, buyers and other high level retail executives at major Canadian retailers. Almost all of them would say that their careers began as customer service representatives, shelf stockers, sales, mystery shoppers, warehouse and distribution staff and more. The beauty of the retail industry is that entry level positions are easy to come by and you can enter the retail industry at any age or stage in life. 

Many people get their first retail experience because of a need for secondary income. They enjoy the flexibility of being able to find the income in a part-time or seasonal role at a retailer. Many individuals find that this segues into a long and meaningful career in retail. In fact, for almost every retail professional, what began as a retail job turned into a retail career.

So how does retail experience turn into a retail career? First, establishing a foundation that includes a diverse range of experience will be the key. When thinking about roles at retail, each opportunity should consider the big picture. For example – shelf stockers may end up in the distribution side of retail, retail professionals who ensure that products are in stock and priced may end up in the merchandising side of retail, mystery shoppers may end up  with a meaningful career in merchandising or distribution. Product demonstrators and sales staff may end up with a long and fulfilling career in sales of retail or in marketing.

In an entry level role, especially a proven commitment and passion for your role is necessary before advancement is possible. A high degree of efficiency (for example, quickly ringing up sales), the ability to troubleshoot (determining what the problem or challenge is and how to fix it), strong interpersonal skills (remaining calm when a customer is upset), and great communication (both in listening and speaking) are vital. Your performance in your role at retail will set you apart from those who simply take store jobs out of convenience, and it will show that you have star potential.

As you gain experience, you are likely to discover the long term career opportunities that are most appealing to you. Perhaps you would like to explore retail merchandising, assuming responsibility for merchandise displays, signage, and everything else the customer sees when he or she enters the store. Merchandising is an exciting job that engages your creativity, your understanding of human nature, and your knowledge of the products your store carries. Another retail career path is in management. Perhaps you like the idea of being in charge of every aspect of your department, hiring and managing employees, and bringing your personal touch to the customer experience. Once you have demonstrated that you have an aptitude for management, you can rapidly advance up the management ranks, moving on to store manager, regional manager, or even district manager.

The best way to obtain the most experience in a wide variety of different types of retailers is to work with a placement agency that specializes in the retail industry. A placement agency will have you work with different retailers providing support that will teach you how to represent many different brands. A placement agency will give you the most diverse exposure and experience. You may determine that you would prefer a retail career in consumer packaged goods vs. clothing, for example, and the experience you can gain working through a placement agency will prove to be invaluable in your decision making process.

Wherever your retail career path leads, keep in mind that entry-level retail jobs give you the chance to develop a variety of skills that will serve you well.

For more information about building a career from retail experience or if you are interested in obtaining a one of the following retail positions: shelf stockers, mystery shoppers, customer service, sales, product demonstrations or other retail opportunities, please contact Bonnie Yhip at StoreSupport at 1 877-421-5081 or visit www.storesupport.ca.

The Benefits of In-Store Marketing and Planned Product Demonstrations

In-store product demonstrations are usually performed at large retail locations. Most commonly, you will see them at grocery stores, department stores and in shopping malls. 

Typically, grocery store product demonstrations focus on allowing a consumer to taste a particular product while the scope of demonstrations in department stores and shopping malls include a broader range of products and more diverse demonstrations. When walking through the mall, a representative of a brand may stop you to ask you to sample a hand cream or hair product, for example.  

Product demonstrations may involve pre-packaged samples of a product or coupon distribution but, in most cases, will include a live sampling of a product prepared by the demonstrator. How many times have you been in the grocery store and have decided to purchase a product after sampling it at a product demonstration?

The benefits of in-store marketing are immense. More brands are taking a hands-on role in product demonstrations at retail because there is huge ROI in allowing a consumer to try a product while in the midst of shopping. Let’s look at cookies for example. When you visit the grocery store and get to the cookie section, there may be upwards of 100 different brands and types of cookies to choose from. People are creatures of habit and often gravitate towards what they already know they like. An in-store demonstration that enables a consumer who is shopping to try a cookie is likely to see that consumer purchase the cookie, if they like it. Had they not tasted the new cookie they would have purchased a brand of cookie that they know they like and are used to eating often.

Hewlett Packard is an excellent example of a brand who has taken control of its in-store marketing at retail. If you visit Best Buy, the representatives in the computer section who are wearing HP name tag are not Best Buy employees. They are marketers deployed by HP to draw consumers over to HP products and services.

Planned product demonstrations are one of the best ways to introduce a consumer to your product. Product demonstrations should be well planned and include experienced sales staff who are trained to get the attention of passers-by. How many times have you walked right past a product demonstration table where the sales representative is sitting down and not engaging the customers? Product demonstrations are most successful and achieve a higher ROI when the salesperson is trained to stop and engage patrons of the retailer. This is one reason that brands will often hire an in-store marketing provider to facilitate their product demonstrations.

Just like an in-store product demonstration can sway a consumer to try and then buy a particular product; it can also turn a consumer off of a brand entirely. Generally, when a negative outcome occurs it is not the product but rather interaction with the representative that causes the issue. In-store marketing through product demonstrations should be handled with the utmost professionalism. The representatives are a reflection of the brand and it is important that they are professional, personable and knowledgeable about what they are selling.

For more information about in-store marketing and planned product demonstrations please contact Store Support at 905 847 6513 or visit www.storesupport.ca