Posted in economics of resale, Shopkeeping talk, tagged coupons, mailing list on July 15, 2010| 6 Comments »
Nothing like a BackAgain Buck to draw them in again!
One of the most generous coupons or discounts you can offer in your consignment or resale shop is the Slow-Time-Before-The-Season-Change coupon, commonly called BeBack Bucks, BackAgain Bucks, Come Again Coupons, and the like.
Posted in Shopkeeping talk, tagged coupons, customers, word of mouth on March 2, 2010| 3 Comments »
Let’s face it, in consignment and resale, we recycle everything from our merchandise to 2nd-time-around hangers, re-purposed fixtures, rescued pets (and a few re-purposed spouses.)
Here’s how I’d do it: Make them (more…)
Posted in economics of resale, Shopkeeping talk, tagged coupons, markdowns, profit on February 25, 2010| 3 Comments »
Received in my email recently, a message from a consignment (or maybe it was a resale) shop looking to rid themselves of the last vestiges of winter merchandise (“We’re getting great spring stuff in and we need the space! $1, $5, $10 racks! Come see!”)
In the fine print (more…)
Posted in economics of resale, Shopkeeping talk, tagged coupons, email on October 21, 2009| 5 Comments »
Many consignment and resale shops send out terrific broadcast emails. I got one the other day. Made me sit up and take notice.
Heck, who could resist that? So I dutifully printed out the email, tucked it in my purse, and went shopping.
The store’s nice. The folks there are nice. But alas, I didn’t happen to find anything I needed, even with that 30% off .
So: they got a customer IN due to the email, even though I didn’t have an opportunity to use the coupon. But they never knew it.
I left thinking that the shop might have gotten a clearer reading of how effective their email had been at driving traffic IF they’d provided for my situation: wanted to use the coupon; regretfully didn’t find anything.
How could they have done this? Perhaps by saying, in their email, Even if you DON’T find anything today (and we are pretty sure you WILL) hand us this coupon for a free… anything. Earrings? Spot removal stick? Coupon for an item next month? Doesn’t really matter what you’d offer. What matters is learning that the email worked…but no purchase was made. Important customer information.
Heck, if I worked there I’d even ask the presenter of the coupon 2-3 questions such as Why didn’t you find something today? What would have thrilled you to find…what selection are we lacking?
Valuable opinions to get, personal interaction, the customer feeling you’ve listened to her. That’s worth a “consolation prize”, isn’t it, to get that kind of feedback?
Posted in economics of resale, Shopkeeping talk, tagged advertising, coupons on December 18, 2008| 3 Comments »
...blow everyone off. That’s what Uncle Ben’s Rice did. They had an offer in Oprah’s and Rachel Ray’s magazines (think for a moment how much a full-page ad plus the blow-in card cost. Just stop and THINK how much this company had invested. Just THINK.) The offer screamed
OF LONG GRAIN & WILD RICE ...all you had to do (more…)
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Auntie Kate The Resale Expert 