A Retailer's Checklist

This handy list can help you regain the competitive edge required to survive in today's highly competitive marketplace.

• IS YOUR STORE INVITING?

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  (a) Is it well lit? (As bright as your competition)

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  (b) Are there windows? Are they well displayed? Are they lit at night (at least to midnight)? Are they CLEAN? Are signs changed frequently?

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  (c) Are Aisles wide enough? Can a baby carriage pass with ease?

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  (d) DO YOU SMILE AND GREET THE CUSTOMER?

• IS YOUR MERCHANDISE RIGHT?

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  (a) Do you buy what you sell or sell what you buy??? Think about it!

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  (b) Do you know your market.. Sizes.. Colors... Home construction.. Ages. Schools Etc. Does your merchandise match their needs?

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  (c) Do you stock too large a quantity? (false economy) Do you stock too few? (cash flow). Do you allow your sales reps pick your assortments ? (laziness)

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  (d) Do you survey your customers to learn their needs?

• WHAT ABOUT PRICING?

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  (a) Are you competitive?

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  (b) Are all items tagged clearly and professionally?

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  (c) Do you cost code them to allow for instant adjustments?

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  (d) Are your mark-downs timely?

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  (e) Do you price-check the competition regularly?

• HOW'S YOUR INVENTORY?

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  (a) Over Stocked and under stocked can prove deadly.

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  (b) Do you take inventory periodically and keep records?

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  (c) Is obsolete inventory choking you?

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  (d) Have you developed a method to dispose of stale inventory?

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  (e) Do you take advantage of ALL return privileges and defective returns?

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  (f) Do you stock what the big boys won't or can't?

• ARE YOU PROGRESSIVE?

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  (a) Do you follow or lead with style, trends, fads, developments or even departments?

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  (b) Do you get deliveries unpacked and on the floor in hours or days?

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  (c) Does your store look like 1950 or the year 2000?

• ABOUT ADVERTISING...

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  (a) Have you created an advertising budget?

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  (b) Do you use ALL your cooperative advertising?

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  (c) Have you developed a rapport with the local media?

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  (d) Are your advertisements timely, easy to understand, designed to produce results?

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  (e) Do you support your ads with in-store displays, signs, tearsheets Etc.

• ABOUT THE POINT OF SALE...

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  (a) Are your sales people dressed properly?

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  (b) Are they friendly? Do they really know their products?

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  (c) Do they convey the impression that the customer is a bother and an interruption?

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  (d) Do they make suggestions, offer solutions, suggest special orders?

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  (e) Do they sell? And do they follow up?

• UNITY...

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  (a) Are you active in your local business association?

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  (b) Do you cooperate in their joint promotions, advertising?

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  (c) Have you investigated a buying group or co-ops?

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  (e) Have you developed a "buddy system" to facilitate swapping inventory, displays, ideas and even help in emergency situations?

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  (d) Are you active in Social Clubs, Church Groups and your local Chamber of Commerce?
  
  
  

These are just a few check points that you should consider. There are a hundred more that you will develop yourself if you just take the attitude that you WILL SURVIVE even if it means a total re-evaluation of where you've been and where you are going.