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Do you remember what television character was known for asking, "Well, isn't that special?" This same character would also say, "We like ourselves, don't we?" Do you remember?
If you answered Church Lady, you are correct. Church Lady was created and played by Dana Carvey on Saturday Night Live. Carvey also did great impersonations of Ross Perot and George H. W. Bush - but I digress.
Little did we know that Church Lady was giving specialty retailers great advice when she asked, "Isn't that special?" In this day and age, specialty retailers who aren't special will struggle to find their place in the market.
Don't underestimate how challenging it is to be special. I think it is extremely difficult to be special. Years ago (pre-Internet) it was pretty easy for a retailer to be special with either a location or product selection. Not today. Location and products have both been commoditized.
Don't get me wrong; presenting a unique collection of products can make you special. It's just not nearly as easy as it once was, and since very few retailers have any sort of exclusivity it's vital to make the store experience itself special, too.
How products are displayed makes them special. How you make the customer feel in your store makes your store special. Heck, making your customer feel special is what ultimately makes the whole experience special. I know, I'm out of control with special, but that's what it takes. That's why we're called SPECIALty retailers.
So you have to ask yourself, are you special enough? During the past week was your store experience truly special? Just as important, are you communicating that point of SPECIALty?
Here's a quick example. Last week many stores promoted jewelry, specifically charm bracelets. I'm sure your products were special, but was that special enough to get customers into the store? Some of those stores promoted a men's night. Is that special enough? A few of those stores promoted their ability to create the perfect personalized charm bracelet. Now that's special.
As you complete your next e-newsletter ask yourself, "Well, isn't that special?" After you're just about finished merchandising a part of your store stop and ask yourself, "Well, isn't that special?" Most important of all, as your customers leave your store are they saying to themselves, "Well, isn't that special?"
When the answer is "yes" the results will be, too.
So let me ask, are you special enough? |
