Now I have noticed that people are starting to think of their shop of what it is and what they want to do with it.

You need a vision of why your target market should buy from you and not from your competitors.

This question is called your unique value proposition?

It does not have to be much.

It does not have to be great.

It does not have to be brilliant.

But it must be there.

Without it, you cannot even advertise.

It should contain all the following:

What you propose to do for your customers.

The relevance of your offer to your customers

Why your customers should take this offer from you instead of your competitors.

A very good place to start on this is to ask your top customers, why they buy off you.

As it needs to be clear, what I find good is to explain it to is an 8-year-old kid. somehow kids seem to be able to get to the heart of the matter better than adults with our preconceptions.

COVID-19 restrictions are being lifted, restaurants, cafes, pubs, travel etc. are open now, and soon the footy will come back in our lives again. To restart business many of my clients are launching campaigns or bootstrapping on someone else promotions.

This is easy to do as our software has many tools to help you to do promotional campaigns.

Every campaign needs to be measured.

This does not mean only looking at the sale of the promoted product. What you need to do is look at a campaign by analysing the total sales during the promotion. The targeted product was the enticement; what you often need to assess is the extra products that were not part of the promotion.

Now what you need is to compare these sales to some appropriate benchmark figure (budget), which is now a bit difficult to determine. Commonly used here is last year this time, plus or minus a suitable percent for your shop. Make sure that you determine this benchmark before, you do the comparisons.

Some KPIs, I would be looking at would be

#1 Sales Revenue

#2 Number of sales

#3 Basket value

#4 Gross Margins

All these come out of your software.

If you are not able to measure the results, you’ll never know how effective your promotion was, and most importantly, you will not know what works in your shop.

With your Customer relationship management (CRM), why not now offer an extended birthday reward?

People respond positively to birthday greetings with a positive reaction, surveys show up to 88%. This is when people do some self-indulgence and spend. It possibly the most important marketing holiday in retail as nothing else seems to bring people in like a birthday offer. Here is a screenshot of a study.

According to a study, 51 percent of consumers do feel special if a retailer acknowledges their birthday, and 40 percent are more likely to shop at a retailer that recognises their birthday. I believe that as nothing seems to bring people into a shop than a birthday offer.

With our point of sale software, Birthday offers record typically of about 25% success.

Now because of the COVID-19, many people have missed their birthday and only now starting to come out. Why not offer an extended period on a birthday offer now? What you are saying is that we know you could not celebrate it then but now we are getting back to normal your reward is waiting for you to use.

Here is how it works and it is easy to set up, when you are entering a VIP customer, simply put in their birthday. It is much better if they use their real birthday but if not, put in their join date. You can always correct it later if they point it out.

Overall now, I estimate from our client base that general retail is down about 30%, much less in essential retail shops but there is another effect of this virus in that people are changing their spending patterns.

This is where your experience tends to work against you. What you are used too often does not apply in times of crisis like this one. 

Here is a report that can help you, 

Go to Register reports

Now select "Top N Stock Sales for a Given Period"

Now select yesterday

Out will comes a report with the top sellers for yesterday and it will look like this.

Now, these need to be checked that you have enough stock now as this is now what is selling.

Give it a shot and see how you go.

It is a good idea every morning now to run this report.

PS If you haven’t already, consider setting up new buying options for your customers such as home delivery and click & collect.

Right now, when people go to a shop, consumers know what they want, they plan their trip carefully. Shopping is not a social activity now. If they browse, it is online. They know what they want, and they go straight in for it. They do not look right and they do not look left. 

If you want them to come to your shop you have to make sure that people online can find you and they are clear about what you have.

We call this type of online activity - The local Web. I think it is worthwhile studying this diagram because this is where you need to be now.

Here is what I suggest you do, imagine you are a consumer and you are looking for a product or service that you are in, do an online search for the product and try and find yourself?  Make sure you look up google, bing and yahoo.

Why not ask your customers if you were looking for XYZ product how they would look? 

Do you have a google business page? Google is by far the biggest search engine in Australia if you do not have a Google Business Page you are in trouble. Why not get it as it is free? Click here.

Google will be pushing people to these businesses.

Do you have a Facebook page? If no, why not again it is free?  Facebook has an estimated 16,000,000 Monthly Active Australian Users. If you think about it, there are 25 million Australians, so we are talking 60% of all Australians. The percentage is higher with shoppers.

While you are at it, why not check out your competitors online on social media platforms. Look for their Facebook page, what are they doing?

There are many more social media sites to review; here is a March 2020 list {removed} rated by importance to Australians.

PS All retailers that are doing well have websites; please do no longer consider it an optional extra. Its is not that hard to start, use your top-selling reports to put in your top-selling items, you do not need that many to start as a rule the ten stock lines do about 33% of the shop sales. The key things for each product should be readily available, and off you go.

Rethink your marketing

Whatever debates people have had in the past about marketing, e.g. social media, discount vouchers vs loyalty programs. The reality is now that the only form of marketing now is online, and the only growing market is online.  The debate is over for the next six months may be longer.

People are stuck at home. They are bored. They use online to buy. Whatever else is happening, sales online is holding up.

Do you have a digital strategy?

Do you have a Facebook page for your business, if so you need to use it now? If you do not have one, then I suggest you start now. Note we do offer a free Facebook advice line to our clients if you need some help there.

Do you have a loyalty club with email addresses, if so you need to start a regular email newsletter to your clients as we have been suggesting to our clients for years to do, well use it?

Do you have a website, now you need one. 

If you have a website, I hope you have a click and collect or delivery service options.

My advice is to revamp your online now.

What differentiates large and small organisations is often their Customer Relationship Management (CRM) software. What I often see is that large organisations often know more about their customers' details then small ones. This is a big plus when it comes to winning new customers or getting an existing customer to buy more. 

The most popular and successful is birthday promotions. A special offer goes off to the customer on their birthday.

Do you send something to your customers on their birthday? 

It is that CRM which is you can unlock your potential, and push growth in your shop

So I urge you to look at the next major upgrade which is coming, in it, you will see our CRM software has been overhauled, you can find some details here.

Right now because of coronavirus. We are in the middle of a shopping frenzy for toilet paper.  Shops have entirely sold out even though many are getting daily deliveries.

Explore search interest for Toilet paper by time, location and popularity on Google Trends

{links were removed}

I confess I do not understand why, if someone had or suspected to have it, yes I could understand them mass hoarding, a family with two (2) weeks isolation needs a supply but not this?

Old-timers and farm boys know of an old solution, do you remember this?

Anyway, the problem some of my clients face now is that they have customers coming in trying to buy toilet paper and they have none to sell. One of them sent me a checklist of what his chain sent on what they suggest that you do if this happens to you.

1) Try to get more supply, do your best. One of my clients managed to get some commercial toilet paper from a cleaning company. Its not good stuff but at least he got something.

2) Accept the importance of the issue to your client, whatever you think, to the customer, it is crucial, and it is your responsibility to act on the issue.  Tell them the truth that you are trying your best. If they want as supply comes in, that you are prepared to keep some for them in a special order.

3) Above all, stay calm.

Are you ready for Valentine's Day!

This year,  IBISWorld forecast predicts Australians will spend $1.09 billion on Valentine's Day, the average Australian consumers are expected to spend $43.61 on someone special. If so to give you a feel of its size, that is about 40% of  Boxing Day.

I believe it as when I look in google trends and put in Valentine's Day, for Australia over the past five years, you will see this graph which shows that there is a lot of interest, comparable to previous years.

So I hope you have some plans to take advantage of this interest.

One point I can assure you is that you don’t have to be in the chocolate or flower industry to win some of that business.  We have a client that sells a lot of mobile phones on that day so try to find an angle.

Start off here and see in your point of sale software, how your existing stock goes for Valentine's Day and ask yourself do you have this stock?

The report I recommend you look at is the Top N stock report which gives you among many other details the top-selling items.

Go to Register Reports marked in green.

Select stock and now you will see two reports, click the one on green first. The purple you should hold in memory as you may need it before placing an order.

Now select last year, for this date until Valentine's day (see yellow arrow)

Here I would suggest looking at the top 40 items, which for most shops should be plenty.

Now you will get a report with your current stock on hand figures to see how your shop looks stock wise for Valentine's day. You also have supplier's details too which you can investigate with the Top N stock report by suppliers that I spoke about above.

Another idea to consider is I did this report for last year, it's a good idea to do it for other years as well.

Now gather the items together as Valentine’s Day is known for having plenty of last-minute shoppers. So you need to make easy for them to find appropriate goods in your retail store. If possible make it a spot in the shop with plenty of red.

Happy Valentine’s Day retailers! And happy selling! 

I first came across this product when my daughter demanded that we get her Sphero SPRK+. After using it, I was hooked too.

I then enquired with some of our clients. I was not surprised when they reported good sales with the new Sphero's SPRK+. While not a massive seller, it's worth it as the margins on offer are good.  Some stated that they had people waiting in line to snap it up. They consider it to be a destination product.

Here is a report of the public interest in the product.

When I reported this, some were negative as for a toy it has a high cost. They fail to realise that schools are pushing it now, too. So the interest by the public is high, and because of the teachers, parents are willing to pay this high price. There is much hype and excitement for this product. 

The other positive is that Disney is pushing it. Any toy driven by Disney is worth investigating.
 

It is an excellent marketing idea to create a sale on a specific theme. Doing so will make it easier for people to relate and grasp your promotion.

There are many, and they are all the time. Piggyback on holidays such as Mother’s Day, Father's Day, ANZAC day, etc as themes.

You should also consider piggybacking on *unofficial* holidays.

For example, I am a huge coffee drinker, so an advertisement like this, in a shop that sells coffee is something that I can relate too.

Why not do something similar. Look for the holidays. It does not have to be an official one that relates to your business and use it as a hook to draw people.

Click here for a list of unofficial ones

We are the only point of sale system. I know that has data mining so our users are lucky that can drive through their tons of data unaided for free. 

With margins so low now in retail, you need every help you can get to gain those few extra percentage points that make or break a business. 

Today business is about data and analysing.

Here is one example, SMB has a significant problem with setting up sales targets that are reasonable as who has time to go through every stock item and make a sales budget. Yet if these sales budgets are:

1) If they are too high soon, no one pays attention to them

2) If they are too low, then its no challenge, what people tend to do here is once they make the budget to stop.

What can help drive sales are targets that are challenging and believable?

Well, our clients have an automatic system that can do that now. It is the focus number. It will give you a reasonably good idea of what sort of movement you can expect from every item in your shop. It is a weekly budget.

Here is how you set it up.

It is easy to set up, and use for details click here.

With capable software, you can assess your stock sales better. You can see what you did right and what you did wrong this week.

For details on how to do this, please, click here.

As unbelievable as it seems, 2019 is almost over and its time to start detailed planning for 2020.

The problem here is that many of the next few holidays are traditional, which means many use the old lunar calendar, not the solar calendar we use now. This all means that they move every year and you are going to look pretty stupid if you advertise a holiday and its the wrong day.

This happened to one of my clients last year, who ordered in cards for Chinese New Year thinking it was the same as last years date, so he got his cards alright a week too late.

So I suggest you click here. This site that has a great list of holidays in Australia, what I particularly like about it, is if you require an explanation on the holiday, all you need to do is click on the holiday, and you get a description.

If you have clients from other countries, you can select these to see when their special holidays are too!

The marketing season now has us on Boxing Day. This is the time where retailers traditionally try to shed the last of their 2019 stock before the newer 2020 products.  It is one of the biggest days on the Australian shopping calendar. 

I hope you are ready, but if you have nothing for the last-minute gift shoppers and the bargain hunters today, then I suggest you look at my previous post titled "Last-minute shoppers" here. It should give you some ideas.

"The National Retail Association (NRA) forecasts that Aussie shoppers will splash more than $2.6 billion in cash nationwide". If so this is the biggest Boxing Day ever in Australia. They are expecting from the Roy Morgan who has been quite accurate over the past few years in their retail sales forecasts, predict that Australians are going to spend $18.7 billion across retail stores during the post-Christmas trading period (Boxing Day to January 15). That is an increase of 2.3 per cent from a year ago.

If so as in last year this season is not as high daily as it used to be, but as a season its longer, much longer.

Right now what you will get many shoppers looking at the last minute for a gift idea. It is not a small market, I have seen figures that these people will be bringing in many shops 16% of the season trade. 

These people are rushed for time and what you need to do is make it quick and simple for them to buy. So what we recommend is a compelling visual stand that displays a small selection of your best selling items which your Point of Sale software should be able to provide you. This stand should show about ten items tops. Any more is starting to get confusing. So the idea here is that a person looking for a present sees your small front-of-store display, propped upright, with some popular items in a vertical backdrop. Will say to himself why not that?

If you want to know how to get the top ten selling items in the shop, well its easy in our point-of-sale system to do it.

Go to Register reports.

Now select "Top N Stock Sales for a Given Period."

You will want about 100 items with the last three months of sales so on our listing which will look like this because not all the items will be suitable, like always you need to use some intelligence  

Start at the top and build your stand.

Give it a shot and see how you go. 

I saw this on my facebook page, and I think it is an excellent idea for my clients who have businesses that are local to do. Have a read, and I will take you step by step through the process.

What has happened is that Facebook has recently just rolled out a feature that allows you to invite everyone to like a page that you found. This is what they are asking everyone to do.

If you go to a Facebook Page, in this case, I will use Ingleburn newsagency for the example, but what I suggest you consider is doing this for your shop.

On the left-hand side, you will see "community" (which I have circled in red with an arrow). click that

Now on the right-hand side, you will see this.

Now click "See all Friends" where the red arrow is, click that.

This is what appears.

Now they press the red arrow, and then the green arrow and the invites are off.

See how you go.

If you want to learn more about Facebook marketing, click here.

Note: If you still have not got a Facebook business page and are unsure about how to set it up, and your a client of ours, contact us, and we will set one up for you free of charge.

An idea that works well is rather than massively discount slow-selling stock to get rid of it, is to use the slow-moving stock as a promotional item. What you do is take a good selling item, add an unsatisfactory selling item to make a package and sell it as a package. For a little extra, the person can get both things. 

As a large percentage of the Christmas trade is yet to take place, and right now people are looking for bargains, so why not try this idea.

Now the first point is to identify these slow-selling items. 

So go to Register reports > Stock > Slow moving Stock lines

Now I put in a year of sales, and I say anything that I have stock in and have sales of less than $100. 

I find it best to work by the department separately because you want some consistency with your offer. 

So in this shop, I went looking at the stationery department.

Now we got a big report of detailed information of all the items that we considered here a slow-moving. It totalled almost $80,000 worth of worthless stock. 

So we have someplace to start.

We now have a list of goods that we can use for promotion. 

Give it a try.

Here is the KPMG’s November survey of 18,520 consumers from more than 20 countries which shows the use of Loyalty programs by country.

Australian are the most significant users of loyalty programs in the world, with 61% usage.

You can read the full report here. 

One point I did find particularly interesting is that 

"More than six out of ten Millennials say they prefer to donate their loyalty rewards to a good cause than redeem them personally vs. 40 percent of Baby Boomers."

In other words, about half the population are happy to use the loyalty program if you were to donate their proceeds to charity. This may be an answer to the problem of getting people that only use your goods and services infrequently to get motivated in your loyalty program. I know that Amazon gives its clients a list of charities and ask them to select one, you may try that too. Check out the Amazon program here it may give you some ideas.

Whatever you think of Google, face it, most Australians today are using it.

Currently, in Australia, about 95% of all searches are done on Google. Where are you here?

According to google trends over the past five (5) years, the number of searches for "near me" has gone up from 2 to 76 an increase of 38 times.

Modern consumers are using google to find local businesses. Reaching this local audience is critical to any retailer today. This is now the dominant way consumers are finding you. This is a very large section of any new business you are going to get potentially.

As an SMB owner, you may feel that investing time into your Google search ranking is useless as it means competing with larger retailers, but this is not true for local searches. I am sure that when you examine 

Try this go to google.com.au

Put the business type you are eg barber, chemist, newsagent, etc and add the following words "near me" and see what comes up.

Are you happy with that result?

Check out who is on top, ask yourself why are they doing better than you?

I am sure you will find the ones on top are businesses somewhat comparable to your business; this is because Google recognises the benefits of local business as it knows that shoppers do. So they go to a lot of trouble to make sure that the local searches are as relevant to the local shopper as possible.

With that being said, there are critical elements to ranking well in local search.

Here is an idea to start you off which is FREE

Put a listing for yourself in your Google My Business listing: Google My Business is a free online listing service offered by Google. Add your details. 

Then get some good reviews by asking happy customers to write something.

At least now you exist in Google.

If you want something more we can help you with that too.

This is a tip. I have noticed that in many companies, you will see a KPI board in the back. This is filled out regularly and shows relevant details for the people who work there that management is particularly interested in everyone following. In a factory, I saw a board listing the number of accidents. In a collection house, I saw one listing the amount of money collected this month.

People interested in it can buy KPI boards, especially for doing this.

I saw one in a retail shop that showed top-selling items, the top-selling department, queue sizes, and the growth of loyalty program sign-ups. What the owner did was every Tuesday afternoon update from the computer, the latest figures from last week. I thought getting everyone on the same wavelength was a good idea.  He said it worked. 

I saw another one in a fast food place being used as a marketing tool. They have a special burger. They put up a sign-up for how many they sold last month compared to the same month the previous year and the year-to-date figure compared to the year-to-date figure in the prior year. The number of burgers they sold was quite impressive. When I enquired about it, the girl serving said this is the burger we are famous for, so I decided to buy one and test it out. 

Please give it a go and see how it goes for you.

 The information is on the computer, and it is not doing much good there if it is not being used.