scheduling new arrivals

It is easy to blame slow sales on the economy, but it is just as likely, and maybe more so, that there is nothing new and wonderful for customers to buy. Don’t let the fear of slow sales be a self-fulfilling prophecy; if there is nothing new and fresh in your stores, your customers will not feel inspired to come shopping.

We have said it before, but it does bear repeating: the cosmetics and fashion jewelry were the only two industries that saw increases during the great depression! A little pick-me-up to freshen things up will always be required. Make sure you are giving your customers an opportunity to find wonderful treasures at your store.

think new & fresh

Having a regular schedule of “new” coming in the store brings the customers back, constantly looking for what new and wonderful things you have next.

Don’t forget the golden rule: customers want to see something new every time they come in your store. It doesn’t have to be expensive, but it does have to be wonderful. Be creative, be funky, just don’t be left behind.

Ordering new collections from existing vendors is cost effective - it allows you to get the most impact with the least amount of dollars, and allows you to cross merchandise the new with your existing stock.

Then find great new “items” to bring a burst of fun and excitement. A single item (preferably with a great markup) can add fun and freshness, without much expense or long-term commitment. Think color, think story, think price.

look for inspiration

Look to the major players for techniques and inspiration. Walk around the mall to see how themes are implemented.

You’ll notice that their themes are everywhere: products are featured prominently in the window, employees are wearing the items, and all printed matter carries the theme throughout.

Sure, they have outrageous budgets, but money is not what makes a great promotion work. It takes creativity, planning and above all, it must be all-pervasive. Take their concepts and run with them--you might be surprised with the results.

use themed merchandising

Create a unifying theme, be it a calendar holiday such as Valentines Day, or a visual theme such as a collections of blues, and bring in your new product accordingly. Decide on a calendar of themes for the upcoming six months (or more) and do your buying accordingly. One overriding theme can be used to cross merchandise several lines and categories within your store.

Think broadly and creatively when deciding on new themes. The only limit to great themes is your imagination. Find a thread that strings together the great new product you are seeing at market and maximize the connection. Of course, you should have your Valentines Day displays, your holiday beauties, or your spring lines--that’s a given, just don’t look solely to the calendar to create new themes within your store and inventory.

carry out themes

Once you’ve set your theme, run the gamut so that it is ubiquitous--your store front, your promotions, and your inventory. They should all touch on that idea.

Use the themes that pull together your inventory to also promote and unify your store. Create promotions that draw from these themes, and have them permeate the store. Signage, flyers, advertising, window display and merchandising should all be connected.

A color printer and a little computer savvy can tie together the theme and make it look professional. Don’t shy away from trying it. And if you are really a computer-phobe, then access the world of talent at your local university or college art department. They are filled with eager and enthusiastic students waiting for an opportunity to work and add to their portfolio (usually for very little money).

schedule your merchandise

In order to constantly bring in new and fresh and stay within your budget constraints, make a buying schedule. Bring in new collections often and on a regular basis.

Scheduling your new merchandise is essential. Looking at the year ahead and loosely planning out your buying (to go with those themes you have set out) is an ideal way to purchase your lines.

Make a buying schedule and know what product is coming in when. Make sure you are keeping your basics in stock, but also that you will have something fresh and new on regular intervals. Think about having a set time each month to have the new collections arrive, and promote this recurring date to your customers. (Like many art galleries have done with “first Thursdays” and such.)

flow collections together

Break orders into collections, and have them ship at regular intervals. Make sure the collections are cohesive and flow into one another so subsequent collections augment and fill in the previous collection.

Organize your buying into collections. If you must break a large order into several small orders, do it by collection. If you’re buying a line that’s really deep, organize it into collections so that when new items come in, they won’t look totally out of place with your existing stock.

For example, bring in garnet one month, coral the next and turquoise a third, always keeping in mind the previous collection so you’re building on your older stock and avoiding making your existing product obsolete.

Be sure that what you are ordering works together so that you can fluidly transition between seasons and avoid the dreaded “piecey” look to your displays. Layering your orders and writing several at one time can be very helpful and efficient.

highlight the new

Highlight new merchandise. Designate an area in your store for your latest collections, and get your staff involved. Promoting the new also sells the existing merchandise in your store by creating a sense of urgency and excitement within your inventory.

Proper signage, informed staff and display will all tell the customer “Look, this is new, exciting and fresh. You need to buy it.”

keep customers informed

Now that you have your collections flowing well, it’s time to focus on informing your customers. They should never leave your store without some kind of flyer, postcard, or promotional piece inside their bag.

Try creating a “sneak preview” that you put in each outgoing shopping bag: list the upcoming new collections and when they will be arriving. Or create a billboard within your store that sets out what is coming in and when--similar to a video store’s menu of upcoming movies. Keep your staff informed as to new arrivals and dates. Create buzz and excitement about the new product before it arrives in the store.

Inspire loyalty and excitement among your customer base: host an invitation-only party, giving them a chance to see your newest stock before anyone else does.

These promotions work because not only are you getting organized by keeping your merchandise scheduled, but you are creating long-term, loyal customers by keeping them well informed and making them feel they have inside information.

don’t forget your basics

With all this focus on new and fresh, don’t forget to stock your basics. Customers want to see what is new and exciting, but will often need to buy the basics. Never allow your store to lack the basic inventory that your customers depend on you for.

Note that the Gap brings in new “fashion collections” every season, but always has a wall of blue jeans in the back, in stock, in several sizes, styles and colors. Determine your stores “blue jeans” and keep them in stock. Become known for it, and don’t let your customers down.

The economy may be slowing, but your sales need not be. Accessories as a category saw a 5-8% increase last year, and look to be trending even better this year. Look for new and fresh merchandise to keep your customers coming back, and schedule the incoming merchandise to your store to maximize interest for your loyal customers. A little planning can bring a lot of sales.

It is easy to blame slow sales on the economy, but it is just as likely, and maybe more so, that there is nothing new and wonderful for customers to buy. Don’t let the fear of slow sales be a self-fulfilling prophecy; if there is nothing new and fresh in your stores, your customers will not feel inspired to come shopping.