Your Secret Weapon: Making Retail With Personality

PAMELA DANZIGER, President, CTO and Co-Founder, Unity MarketingBRENT RIDGE, Founder, Beekman 1802

Pamela N. Danziger, President, Unity Marketing Brent Ridge, Founder, Beekman 1802

In this session you will learn:

Make the shopping experience unique and personal for the customer.

Identify a way to select and merchandise products that deliver a personalized experience.

Create a unique personality of the owner and the store into the community and to the customers.

Is Your Marketing Not Working Like It Used To?

Here’s Why

Marketing’s Been DISRUPTED!Old 4Ps

• Product is king• Product suppliers, product

sellers at odds• “Price it low, watch it go!”• In-your-face, push

promotion

Evolve to 4Es• Shopper experience seals

the deal• Every customer touchpoint• “Where’s the beef?”• Spread the word

Success Is Less about WHAT You Sell, and More about HOW You Sell It! • Power of Person-to-

Person Retail• Make It PERSONAL• Here’s How…

Start with Your Story to Connect with Your Customers’

• Your Story = Your Brand• Why Your Store Is Important

to You• Why Your Store Is Important

to Your Customers

Why is Beekman 1802 Important?

Retail Is First a People Business• People Make the

Business• What Meaningful,

Memorable Experiences Do You Deliver Your Special People?

What’s in a Name? Everything!• Names Matter Most• “Customer” says “What

you can do for me,” i.e. give me your money

• “Neighbor” says “We are all in this together”

NMOWhy did you break your “no acronym” rule?

How Are You Maximizing Your “NMOs” –Neighbor Memory Opportunities

• Know Them When You See Them

• Create NMOs• Every customer

contact has NMO potential

Get Out of the Back Room!• Can’t Make NMOs in the

Backroom• Model the Behavior You

Want to See in Your Staff• People ALWAYS Come First!

You Are the Secret “Weapon”• Claim a Memorable

Personal Trademark• Dress Your Staff in Uniform• Imprint You, Your Staff,

Your Store on Neighbors’ Memory

Set the Stage for an Extraordinary Shopper Experience

• Far more than merchandizing

• It’s making sure all shopper touch points tell a story

Convergence Is 360⁰ Approach to Create Shopper Experiences

• All Shopper Touchpoints Communicate a Convergent Message

• Real World – Door, Window Signage, Layout,

Merchandise, Advertising, Service• Virtual World

– Website, Social Media, Emails, Blogs

Beekman 1802’s Genius Gift Ideas

Don’t Sweat the Competition –Beat the Competition

• Your Secret Weapon: Person-to-Person, Face-to-Face Connection

• Keep It “Special”• Put Your Special Forward

Everyday, Everyway to Your Special People

In War, It Pays to Have a Spy

Make Your Shop POP!Leave your cards for chance to win one of 25 free copies and learn about Beekman 1802 and 17 other specialty retailers whose shops POP!