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2013 California Hospital Volunteer Leadership Conference
February 26, 2013 3:30pm - 5:00pm
Retail Science 102: The Power of Promotion Moderator: Cathy Monclus Gift Shop Manager/Buyer
Cottage Health System Santa Barbara, California
•Grasp an audience oWho are you promoting to…………..?
•Your customer’s product preferences o How you can gage this objective
•Shop Promotion oW’s of aiding the shop’s awareness
•The ways and means of shop promoting oApplicable ways to make it happen
•What exactly should you be promoting? oApplicable ideas that fit your shop
•Measuring your numbers oTools in gauging accurate sales to be promoting
•Sale promotions oExamples of when “on sale” can be successful
•Are you using in-house tools of promotion? Put your hospital’s available marketing means to work
•Social Media and your application o*Initial…..Intermediate………Advanced
Open Forum, tell your stories!!!!!!
Agenda
Retail Science 102
The Power of Promotion CAHHS 2013
Cathy Monclus
Grasping your Customer Audience
Patients
Visitors
Employees
Volunteers
Diverse Community Base
Customer Preference
Watch
Listen
Engage in Conversation
Review Suggestion Cards
Utilize product Usage Reports
Survey Response Cards
Promote your Shop
Who are you? Where are you? What’s your Shop
Branding? Who else helps to
promote your Gift Shop?
Promotions Signage
Sales in progress
Themed Presence
Represent Community events
Discount availability
Frequent Buyer % off
Departmental Affiliations
Emails Hospital wide
Website Application
Social Media
Got your numbers?
Gross Sales
Net Sales
Profitability
Sales Report
CandyGiftsPaper ProductsFlowersJewelrySundriesStuffed AnimalsWearing Apparel
Daily Transactions
Top Selling Products
Top Selling Categories
What to Promote
Your Shop! New Products Limited Product Lines Seasonal Items A Peaks at upcoming
Seasonal products Employee/Volunteer
Specials Sales Events & Contests Unique “Shop Only”
availability
Specific “Special” Sale Promotions
Holiday
Seasonal
Recognition
Year End Inventory
Community Celebrations
Utilize Hospital Marketing Opportunities Gift Shop Way Finding (can’t find you if your customers don’t know where you are)! o Utilize Volunteer Ambassadors Printed Documents
Volunteer Services annual Report Public Affairs annual Report Spiritual Care Updates Monthly Hospital Dates and Dialog Flyer Regional Volunteer Newsletter
Email Creativity Hospital & Campus Wide Engage in interdepartmental activities (be seen)!
Gift Shop Wayfinding
Deliver via Ambassadors An Example
Cottage Health System Community Benefit Report 2011
Using Social Media or is it in your future???????? Our Initial process…… Shop’s Own Branding implementation Hospital Website Link On Line Ordering Logo wear Uniform Apparel Complete product line Open Discussion- Share your experience!
cmonclus@sbch.org (805-569-7438)
Cathy Monclus is the Manager and sole buyer for Cottage Health System’s Gift Shop, at the Santa Barbara Campus. She has presided over the Shop since 2005 and has more than 30 years experience in healthcare environments. Of these, 24 years were held in the position of Director of Materials Management which helped to bring her extensive purchasing experience to this exciting and fulfilling retail opportunity. Santa Barbara’s Gift Shop is open six days per week for a total of 75 weekly hours. The shop employs three additional part time personnel and is blessed with ten dedicated volunteers. For the past five years Cathy has served as the Gift Shop Chairperson for the Tri County region. She finds that facilitating in this position is rewarding with shop challenges and great networking interaction. It is also a wonderful means to bring this county together in organization, buying opportunities and continual merchandise awareness.
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