This post is part of Auntie Kate’s 35th anniversary of being a consignment shopkeeper, author, maven, and fan. Here’s the intro to our anniversary giveaway, and if you haven’t already posted a comment to win Monday’s prize, you can do so here.
Every entrepreneur dreams of gaining the public attention an appearance on Oprah or Martha Stewart or other shows can bring their business, book, invention or passion. That’s whyMartha Stewart’s show giving
10 minutes of fame for consignment shops was so exciting
for all resale shopkeepers, and the show itself was well-done. Never once did we hear the phrase “musty dusty thrift shops of old”…thanks goodness. Each of us, even those without the audience of millions Martha has, can do something every day, in every way, to polish the image of our industry, to make non-resale-shoppers aware of the economic, ecological, and just plain FUN aspects of finding a treasure.
Imagine what our shops would be like, if each of us addressed the issue that only 1 in 10 consumers shops resale.
So today, TGtbT.com, HowToConsign.com, and Auntie Kate right here are giving away a copy of The Martha Rules, subtitled “10 Essentials for Achieving Success as You Start, Build, or Manage a Business”.
I know, I know. Roll of eyes re Martha. But the book is surprisingly helpful. A review of the book on the independent newsletter for the Harvard School of Business. Besides, if you win it, it’s free. But you have to comment here on the blog to be eligible, so here goes:
How are you helping improve the visibility and public perception not only of your own shop, but of our industry in general?
Tell us in the comments below, and you’re entered into a drawing for this prize. Don’t forget to enter yesterday’s contest, and watch for the rest of this Week of Celebration! This prize was donated by The White Elephant in Virginia. Thanks Cynthia, for your never-flagging support of the entire industry!
Auntie Kate The Resale Expert 
[…] have you improved the visibility and public perception not only of your own shop, but of our industry in […]
[…] On Tuesday we tackled how each shop can help promote our entire industry. […]
I’ve made a commitment this year to hold at least one special event in each store per month. Sometimes these are held for outside groups in the form of private parties, sometimes for our existing customers, publicized in-store, on our website and emails. I’ve also started organizing a twice-yearly Resale Shop Bus Tour which has been quite successful and created a lot of buzz. (Our second one is this Sunday, and is sold out!)
Next week we’re holding our first-ever “Little Orphan Item” party, inviting customers to bring in something they’ve bought (from us or elsewhere) that they never wear because they never found the RIGHT thing to go with it. We’ll work to create an outfit around the “orphan.”
Biggest awareness-booster though? Gotta be Groupon, it’s only been 2 weeks and we’ve seen lots and lots of new shoppers as a result. Some have been outstanding and lovelyand I’m sure will become regulars; others I secretly (ok, not so secretly) hope will never come back. It’s too soon to assess the overall success, but so far it’s been a great way to entice first-timers.
Thanks Chris, we were waiting for your expert input on Groupon over at Sharing on TGtbT.com. See http://www.tgtbt.com/w-agora/view.php?bn=tgtbt_gettingthewordout&key=1284676598 . Sounds like something to consider!
I am considering Groupon and wondered what was your exact offer to customers with them? Care to share??? Thanks so much
HI Laurel! There’s considerable reporting about Groupon over on…where else? 😉 … Sharing, the Professional Resalers’ Discussion Board at http://TGtbT.com. There’s even a Search function to scan the many years’ worth of helpful messages.
[…] This post is part of Auntie Kate’s 35th anniversary of being a consignment shopkeeper, author, maven, and fan. Here’s the intro to our anniversary giveaway, and if you haven’t already posted a comment to win Monday’s prize, you can do so here, and Tuesday’s post is here. […]
My store is new and the feedback I’m getting from most of my customers is how great the quality is and how fair the prices are. I love providing a service to our community-we are all struggling these days and I’m winning retail customers over to the consignment side!!
In order to help improve the public perception of my shop and the industry, I try to do everything I can to keep improving my shop. The more people I get into my shop, the more people who will spread the word about it and therefore the industry. I also belong to NARTS, I am a sponsor of Howtoconsign.com, and Consignment Chic. I have a business page on Facebook and I email my customers. I feel the image of my shop is organized and profession while offering great clothes at great prices. I get lots of great word of mouth from my customers and that’s the best thing I could ever ask for for my shop and for the industry around me.
Participation! ProActive! Positive!
Holding events that involve the industry as a whole, such as boutique crawl. (boutique crawl.. is a three city shuttled shopping event) This involves many stores participating and welcoming shoppers with open arms.
Offering, an area within the store that is designed to inspire resale shopping and other retailers.
Sponsoring.. business to business incentives within your store.
Be Positive and ProActive. Positive that consignment is right for the shopper. It may not be your particular store at this time, but there are others that might. Meeting the need of the shopper outside of your wares. Looking for what.. Oh… try …..
Welcome them to the industry, the consignment family, rather then just a store.
I’ve been working hard at market research over the past several months to understand just what it will take to bring in those other 9 that don’t shop resale. Here’s some of what I’ve heard: “It’s up to you…one person at a time. Get out there and meet people” “Personally invite every person you meet into an exciting new Children’s Shop — then once they are in, blow them away with your winning personality and attentive service” “Offer plenty of new gift items to get them in the door. The “newbies” to resale will browse full store and more easily make the “cross-over” to resale” “Window displays that POP to get the walk-ins” “Then make them step back and take pause from the moment they walk in your shop” “Make it smell great” “Make it look more like “Real” retail stores” “Surprise and Delight with the selection and quality” … and my own favorite “Follow the manual!”
I am surrounded by ‘junk shops’ in my area. Even the consignment shops look junk-y. I know…I’ve scoped out the competition! I’ve heard complaints about the other shops being un-organized, dirty, and “we can’t see anything!”
My shop is kept clean and well-organized, it smells good, and I have lots of lighting, natural and otherwise, everything is labeled and priced so there are no questions. I do this not only because I like the compliments, but because it’s the right thing to do when you’re in this business…they’re buying secondhand, but give the illusion that it’s new and pretty. It’s also taking care of the customers, giving them what they need and they’ll tell other people! I don’t advertise in the paper anymore because word of mouth has been my best advertisement!
Creating a spirit of cooperation with other businesses, resale stores AND “traditional” businesses, helps to increase awareness and improve the reputation of our industry. When a “legitimate” business says, “Hey, I’m partnering with this store! Check them out!” it tells the public that it’s not only alright, but even cool, to shop resale.
An excellent question and one worth taking pause to consider. I believe, in order to improve public perception of the industry in general, it must start with my own shop, whose presence, whose ambiance, whose displays & merchandise, speaks louder than anything I could say or write. Therefore, in my shop, we strive for professionalism in everything we do. Our double windows are always interesting and current; our signage consistent, our racks organized. Our store is well lit with new lighting, our merchandise is quality, and the level of perceived value is high. Staff is key to carrying out the mission, and I take every opportunity to reinforce & reward exceptional performance. We have branded our business with our logo which is repeated on our interior packaging, decor, and business cards. Ten new customers visiting our shop will tell ten other people, and the opportunity to improve the perception of the overall industry goes from ten-fold to 100-fold in such a unique and real way; more-so than any other effort could ever accomplish. Believe it, live it, show it.