One shop is concerned with slumping sales, saying that the mom trade groups on Facebook are causing her shop to lose sales.
Yet there is nothing
on her Facebook page or her web site motivating folks to shop with her rather thanwith some stranger in a parking lot. If her assessment of the battle facing her is true, wouldn’t she be wise to gather some ammo and fight back? She could post, often and charmingly, of
all the advantages her shop has over stranger-dealing…
from A (we’re air-conditioned, shop in comfort!) to Z (Zounds! This shop has ah-mazzzing selection, you’ll be able to choose the perfect item rather than settling for less!)
Another shopkeeper complains that “people don’t know I’m here”…
yet there is nothing
to make the eye of a motorist or pedestrian glom onto her store front. The store’s just one in a row of identical frontage.
Grab their attention, stand out!
Would a large silk tree that she could wheel out onto the pavement every morning make people notice? Or vinyl lettering on the glass, or a bright and well-lit display changed every week?
A third resaler says “they just want sales and deals before they’ll buy.”
And yet,
he doesn’t take advantage of his software’s ability to add a line on every tag with the original retail value of that armchair or dresser that will underline the values inherent in his merchandise.
Nor does he add value with some personalized signage, the kind you’d only see in a real-life, bricks-&-mortar, shop-local type of situation.
Fight back! Don’t stand there and take it… better to stand out from the crowd!
Auntie Kate The Resale Expert 
Regarding letting things out on approval: We are a Chicago nonprofit resale shop that has adult clothes, but is mainly higher end furniture, rugs, decor and artwork. We allow people to take out items on approval for a few days, as long as they give us credit card info. It has resulted in sales in all but 3 of the 20 or so items taken out. Lampshades, rugs and artwork are the most popular to be taken on approval. Most of the items are over $200, but one was even a $15 lampshade. I’ve never had a problem with someone not bringing an item back or giving a bogus credit card. However, I don’t just offer the approval service to anyone, I am choosy. I now have repeat customers who’ve used approval before, use it again to try out something else. Allowing an approval service makes the customer feel like they’re in a special store that trusts them.
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Thanks for the statistical input! But I find that if there are signs throughout the departments that pertain… you’ll “save” a sale you might otherwise never know had been cponsidered, from shoppers who are too shy to ask if they can, indeed, see how the item looks in their home.
If I am not mistaken, you can charge the customer’s card, any customer’s, in an “approval” mode… so you get verification that the card is good, but the amount is not deducted/ tranferred until you run it through again (forgive me, it’s been a while since I cashiered, so I may not be using the correct teminology. The point being, “on approval” can be for everyone, and everyone can feel they’re in a special store that trusts them!)
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In my almost four years of business I have had a few of those issues and turned them into positives. Selling on the facebook pages I found several local one who let me advertise on them. I have dealt with the-“they don’t know where I am” a few times. The last time I dealt with it was 3 months ago-I moved into the heart of downtown! I live in a small town where it’s tough. I almost gave up several times even offering my shop for sale. I got discouraged and lost my way. I finally got my passion back and am rebuilding things. It’s tough in the age of online shopping for me I find my best customers are the 40 plus who don’t shop online. But I’m hoping I can get the younger folks soon!
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So glad you got your passion back! And remember “studies show” that the vast majority of wardrobe purchases are impulsive. So the idea online is give your social media followers the impetus to come see the treasures they can find in your B&M. What’s more fun than the experience of treasure-hunting?
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As a small online reseller it hurts my heart for brick and mortar shops to compete with Facebook groups & online sellers because BM has several advantages over online sellers:
1. Online sellers typically sell one item to a customer: As a brick & mortar you can have larger per customer transactions with customers by entire outfits or prepping for vacation, etc.
2. Online sites such as eBay, Etsy, Poshmark, etc. typically don’t convert a customer into a repeat customer for a specific seller. As a B&M you can build valuable relationships with customers and they shop with you for years.
3. Online shopping is EXTREMELY keyword dependent and many times shoppers search by brand. You have the option of selling smaller trendy brands because your customer can see the WOW factor rather than the item being buried in a search engine.
4. Customers can try on items! Online resellers have a much higher return % than brick & mortars. Many consignment shops offer no returns or limited returns. Online platforms EBay, Etsy, and others can force you to accept a return.
5. You can sell online too! I’ve seen many successful shops utilize Facebook and Instagram by selling online and shipping items to customers. They often have credit card info on file or deduct the item from the consignors account.
These are just a few advantages that brick & mortars have over online sellers. It’s always a matter of perspective, so you have the opportunity to have the best of both worlds. SEIZE IT!
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Thanks Heather, for answering my request to “tell us more” about how sometimes, as an online-only retailer, you envy the perks that shops can offer their clientele IRL. I, and I am sure lots of resalers, appreciate your thoughts and your time.
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Build it and they will come? No. Definitely not as of late, when customers are akin to shopping from their couch/office/car/wherever with the advantages of free shipping and returns. We need to tap into our strengths and stop whining about the effects of our weaknesses.
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Exactly, Lisa! Tapping into our strengths is the way to go… as is building up those areas we feel are weak in our shops. For example, I feel it’s past time for resale shops to revise the “all sales final” policy. Whether adding an approval system, or taking a chance on abuse of a return policy is the answer, it’s an area I think needs more thought and discussion.
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Well said Kate!!! Time for some moxy for this owner!
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Good for ya!
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