Fall 2023

Beauties Budding

A bounty of novel new products for stellar spring assortments

8

20 News & Notes

New lines, launches and industry goings-on

48

Merchandising expert Nickeisha Lewis shares ways store owners can spruce up their spaces for spring

FEATURE

Everyone wants to be heard – especially retail customers. Ask them for their opinions and use their answers to elevate your store’s shoppability and attractiveness.

By Claire Sykes

33

We asked a leading expert how retailers can deal with increased instances of cyber shoplifting.

By Natalie Hammer Noblitt

Petal Power

There’s something perpetually invigorating about spring. When shoots of grass start to show, the smell of dew and dirt is in the air and the power of possibility is at our fingertips. Spring is the season of renewal, when the trees begin to bud and flowers return to amaze us with their bounty and beauty.

Using the theme of renewal as a springboard why not start dreaming about the ways in which you can create a fresh and reinvigorating shopping atmosphere for your customers when the warmer months roll around. Start leafing through decorating magazines to find your favourite new trends and hues and build collections and stories around those colours, patterns and motifs.

To help you toward that goal we’ve styled several product departments and features with spring in mind. From fresh fashions and new scented products to beautiful jewellery, soothing bodycare and Canadian-made goods, the front of the book is awash in fun new items perfect for spring inventories. In the feature well we serve up style in Kitchen Confidential with a beautiful flatlay designed to inspire, alongside all the must-have gadgets, tabletop and kitchenware of the season. For the home, we sourced two pages of stunning products which pay homage to the softer colours found in nature during springtime, a trend that consumers will be coveting this year.

Besides our comprehensive coverage of the latest must-have items, there are plenty of informative, inspiring and insightful articles which speak to the current needs of independent retailers. Whether you need a hand crafting a customer survey designed to elevate your store’s shopping experience or some insight into how to freshen up your store for spring, we have you covered. We also provide insight into an emerging form of retail theft – chargebacks and friendly fraud.

In the coming weeks, as the busiest time of the year begins to take over your every waking moment, we hope this edition of InStore provides you with a modicum of fresh and fun educational escapism.

Erica Kirkland, Publisher & Editor

THE DEFINITIVE RESOURCE FOR INDEPENDENT LIFESTYLE RETAILERS

Editor & Publisher

Erica Kirkland ekirkland@instoremagazine.ca

Design & Layout

Gerry Wiebe

Advertising & Production Coordinator

Tina Nicholl tina@instoremagazine.ca

Advertising Inquiries ekirkland@instoremagazine.ca 905-690-0492

Mailing Address: 103 Niska Drive Waterdown, ON L8B 0M8

Contributors Castlerock Studios, Will Fournier, Leslie Groves, Nickeisha Lewis, Natalie Hammer Noblitt, Melanie Pugsley, Claire Sykes

InStore Magazine™ is published four times a year for independent retailers in Canada selling giftware, home décor, fashion accessories and lifestyle items. The magazine is mailed to 12,000 stores including gift, home décor, hardware, pharmacy and florist.

© 2023 InStore Magazine™. The contents of this publication are the property of InStore Magazine. Reproduction or use of the contents in whole or in part, for any reason, is strictly prohibited without the written consent of the copyright owner. The publisher is not responsible for product claims made by the companies mentioned herein.

Printed in Canada

Publication mail #40841587. Return undeliverable Canadian addresses to: InStore Magazine™, 103 Niska Drive, Waterdown ON L8B 0M8.

Email: editorial@instoremagazine.ca

Fashion Finds

Spring into style with fresh fashion finds

1/ Sustainably sourced handmade umbrella, $59 retail, The Tate Group, 416-504-8047, www.chateauspill.ca

2/ Tote bag with adjustable-strap handles, $230 retail, Canfloyd, 800-263-3551, www.canfloyd.com

3/ Non-skid sole chenille bootie slippers from Snoozies, 905-417-6332, www.snooziescanada.ca

4/ Fair-trade Peruvian cotton socks, $14.95 retail, Pokoloko, 844-476-5656, www.pokoloko.com

5/ Short-sleaved open-front cardigan, $80 retail, Pokoloko, 844-476-5656, www.pokoloko.com

6/ Non-skid sole chenille bootie slippers from Snoozies, 905-417-6332, www.snooziescanada.ca

Makes Scents

1/ Gold decorative candle from Votivo, $90 retail, Candym Enterprises, 800-263-3551, www.candym.com

2/ Apothecary Noir candle in glass jar from Paddywax Candles, $37 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

3/ Canadian-made scented candle, $35 retail, Hushd Creations, www.hushdcreations.com

4/ Brambleberry-scented flower diffuser from Greenleaf, $60 retail, Candym Enterprises, 800-263-3551, www.candym.com

5/ Cotton-wick candle with embedded tiger-eye crystal, $25.50 retail, Seracon, 800-465-1818, www.eco-culture.ca

6/ Gold candle snuffer from Sagebrook Home, $17 retail, Canfloyd, 800-263-3551, www.canfloyd.com

Baubles & Bling

Drool-worthy jewellery to spark your spring sales

1/ Mushroom charm necklace, $34 retail, Pika & Bear, 306-537-0558, www.pikaandbear.com

2/ Sparkle hoops, $17 retail, Jacqueline Kent, 519-203-0885, www.jacquelinekentjewelry.com

3/ Triangle drop earrings in raw brass, $34 retail, Pika & Bear, 306-537-0558, www.pikaandbear.com

4/ Travel jewellery case from Danica Studio, from $20 retail, Danica, 888-632-6422, www.danicabrands.com

5/ Hoops from Natalie Wood Designs, $62 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

6/ Layered bracelet from Myra Bag, $11.99 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

7/ Porcelain daisy stud earrings, $24 retail, Pika & Bear, 306-5370558, www.pikaandbear.com

8/ Gold-plated star earrings with cubic zirconia, $18 retail, BEL Jewelry, 403-340-0742, www.beljewelry.com

All is Well

Soothing bath and bodycare to stock for spring

1/ Bergamot and grapefruitscented Shave Soap and beard pomade, $28 and $30 retail respectively, Educated Beards, 833883-3232, educatedbeards.com

2/ Canadian-made muscle rub, $30 retail, Pure Heart Essentials, pureheartessentials.com

3/ Eucalyptus and peppermint shower steamers, $17 retail, Pure Heart Essentials, pureheartessentials.com

4/ Lavender linen water and room spray, $24 retail, Hereward Farm, 226-779-4973, www.herewardfarm.com

5/ Dog Mom Hand Rescue from Walton Wood Farm, $16 retail, Koppers Home, 866-604-0490, www.koppershome.com

True North

These Canadian-made goods have us standing at attention

1/ A uniquely Canadian twist to a traditional Barbadian (Bajan) styled mango and Scotch bonnetbased sauce, $16 retail, Island Son, www.islandson.ca

2/ Bandana scarves featuring butterflies native to North America, from $36 retail, Raquel Maciel, www.raquelmaciel.com

3/ Maple-infused black tea intended to boost endurance, $15 retail, Wicked Botanicals, www.wickedbotanicals.ca

4/ Wooden boar-hair beard brush and anti-static beard comb, $22 and $16 retail respectively, Bush Beard, www.bushbeard.ca

5/ Non-toxic, all-natural beard oil and beard butter are made from Canadian-sourced ingredients designed to soften and scent, $22 and $24 retail respectively, Bush Beard, www.bushbeard.ca

THE GOODS

Crackerology Comes to Canada

SDS Distributors has picked up the Canadian distribution rights for Crackerology. Recently introduced to the wholesale market stateside, Crakerology meets the need of quick, on-the-go gourmet appetizers that pair well with cocktails, beer and wine – and it’s already won a coveted Sofi award. After several focus groups, the company developed all-in-one kits which include everything needed to create a tray of appetizers or desserts within minutes. The sweet and savoury kits include the company’s proprietary shortbread-like crackers and cookies paired with shelf stable toppings including cheeses, jams and nuts and a bamboo spoon/spreader. The snack-size kits are perfect for one to two people and are available in seven flavours while the full-size appetizer and dessert kits serve four to six people. The ingredients are shown on the outside of the box so customers know what they are getting. Plus, inside there are additional pairing suggestions for customers who want to expand upon the offerings and create a charcuterie-style board. 855-821-8777, www.sdsdistributors.com

News & Notes

Inside Track

Giftcraft Names New President

Giftcraft has announced the appointment of Krista Halliday as president. The company, one of the largest gift wholesalers in North America, boasts over 85 years of experience and 11 consecutive years of being recognized as one of Canada’s Best Managed Companies. The company serves over 10,000 specialty retailers and department stores throughout North America. This new appointment comes as the business charts a future bench-marked on innovation and modernization.

Prior to joining Giftcraft Halliday spent four years as the CEO of Ray Management Group. She has also held senior leadership roles with Global Edge Brands, The Honest Company and Jarden Home Brands. giftcraft.com

Wholesale Shopping Show

Diane Petryna, owner of Take A Hike and Take 2 Boutique, is launching an online wholesale shopping show called Shop with Diane via Facebook. “The show aims to provide a modern medium for Canadian gift retailers and wholesalers to connect, collaborate and conduct commerce,” she told InStore

Using the knowledge gained from hosting more than 150 live-stream shows on Facebook for her store, Diane is extending her expertise into the wholesale market with weekly wholesaler-sponsored live events. Diane will showcase the show’s sponsor, their selected gift products and exclusive offers during each episode.

“These virtual wholesale shows will give suppliers and buyers from across the country an opportunity to do business together in a cost-effective, informative, fun and engaging new way,” said the award-winning retailer.

The shows will be live streamed in a private trade-only Facebook group. Only authenticated retail buyers, sales reps and wholesale traders will be given access. To join the private Facebook group email shopwithdiane.live@gmail.com or call 807-628-4334. Recorded episodes will also be available for viewing after the live stream.

Correction!

In the Summer 2023 issue of InStore, the incorrect phone number was provided for Artimport, distributor of the Uncle Goose alphabet blocks pictured here. The correct phone number for the company is 905-469-8687.

Making Living Lovely

Neighbours turned friends, Lindsay Trudeau (left) and Misty Coldwell (right), discussed the concept of a home décor store in March of 2019 while on a walk, and three short months later the doors to Nest & Nook Housewares opened. Originally housed in an 800-square-foot space, the store expanded into an 1800 square-foot location in March 2022. Located just a stone’s throw from Victoria, this Sidney, B.C. store beautifully showcases coastal pieces which fit perfectly with the town’s beachy vibes.

What makes your store unique?

We take pride in our merchandising and lending a personal touch to the items

The prettiest items for nests and nooks located in Sidney, B.C. / By Melanie Pugsley

we bring into the store as we only want to sell items we truly love. We have very similar tastes in style and we utilize that as a guided vision for our customers.

How would you describe your store and its atmosphere?

A calm, relaxing space that makes you want to move in. Being next to the ocean lends a serene feel to the space – it’s not too bold and there aren’t too many elements. It’s airy and bright. We strive to inspire our customers with an alluring look that will help them amp up their homes with fun, decorative pieces.

What are your backgrounds and why did you get into retail?

Misty: I’m a trained lawyer and practiced

JUST THE STATS

Store: Nest & Nook

Housewares

Location: Sidney, B.C.

Square Footage: 1800

Employees: Seven

Website: nestandnookhousewares.com

until seven years ago when I decided I wanted to do something different that allowed me to be at home with my three kids more. My mother and sisters own clothing stores, so it was a natural transition to purchase and run my mother’s store, Miss Bliss Boutique, when she was ready to retire. I’ve always had a love of home décor, and knowing Lindsay has very similar tastes to myself made it easy to bring her this idea and come together on a new store concept. (Miss Bliss Boutique is right next door to Nest and Nook Housewares.)

Lindsay: My husband is a home builder and I work with him to design homes. I had no retail experience prior to Misty approaching me about this store concept, but it felt like a great opportunity because we have identical styles. We balance each other out beautifully in the business with our different strengths and skill sets.

To what do you attribute your success?

Surprisingly, Covid helped our business. We launched our website in November of 2019 before the world shut down and this helped our online business grow exponentially. It allowed us to focus on our online sales, Instagram branding and to create a cohesive online vision.

How do you promote your store?

Instagram is a huge platform for us, which is also directly linked to our Facebook. We’re totally in charge of all our social medias and our website, so we invest our time over money into advertising the store. We’ve also started a seasonal subscription box filled with beautiful pieces hand selected by us with exclusive components dedicated to each season. We do box reveals on Instagram to gain the hype of our followers which has resulted in many more subscribers.

What has been your most successful recent event?

We love our community relationships and our local shoppers, and we love to host a party. We have had Christmas shopping parties and Mother’s Day events and we host pop-ups in our space, partnering with other local businesses. In the past, we’ve brought in a flower bus for DIY flower bouquets and permanent jewellery pop-ups which are different and unique ways to offer exciting new experiences to our customers.

Do you have a favourite product line?

We teamed up with Lit Soy Candles to create our own signature scent, Home. It’s a mix of eucalyptus, vanilla and coconut, made with eco-friendly wood wicks and high-quality vegan fragrance oils. It smells amazing!

Looking back, what is the biggest lesson you’ve learned?

To not be rigid and to adapt. We have learned to be flexible and open to the universe and where it wants to take us. We’re always adapting to where this adventure goes.

What do you see for the future?

We’re simply going with the flow. We love where we’re at, and how organic and not forced everything has been. We maintain that personal touch as we are the ones our customers are communicating with, whether it be through email, Instagram DMs or in-store. We would like to continue to grow the business while maintaining a balance with our family lives and upkeeping our customer service.

Finally, how do you stay inspired?

We’re constantly inspired by designers we admire. We have a deep-rooted love for home décor which shows in the selections you’ll find in our store. The space is always changing and we are finding new and fresh ideas, getting inspiration from everything around us. From magazines to TV shows, books and movies, we find inspiration from everything and anything within our daily lives. We have a love and passion for what we do, and that is the beauty of being employed in your hobby.

Experience

Showrooms:

Temporaries: January 17 – 21, 2024

Styling by Leslie Groves

Photography by Will Fournier

Friendly Fraud and Chargebacks Hit Hard

How to Deal with Cyber Shoplifting

By Natalie Hammer Noblitt

Modern retailing requires technical savvy, yet even tech-aware store owners often aren’t ready or don’t put the right policies in place to properly deal with “friendly fraud” and “cyber shoplifting,” says Monica Eaton, founder and CEO of Chargebacks911. Both everyday consumers and professional criminals can threaten independent retailers when these losses go unchecked. She provides context for what’s happening in the retail industry along with tips for handling financial hits caused by chargebacks.

BACKGROUND ON CHARGEBACKS

When consumers or criminals abuse the chargeback process it’s known as cyber shoplifting. This form of theft comes when someone falsely claims a product they purchased was either never delivered or arrived damaged. Another avenue for this fraud is when a person asserts the transaction was unauthorized yet he or she actually did authorize the purchase.

“As online shopping continues to grow, credit card fraud follows suit,” Eaton says. While the chargeback process does protect consumers from fraud and identity theft, billing errors by merchants, inaccurate product descriptions and defective items, retailers find

it concerning to see that fraudulent use of the process rose by 41 percent during the last two years in the United States.

Q. How have chargebacks changed in recent years?

A. The challenge continues to grow for most retailers because shoppers have multiple buying options, including mobile apps, curbside pickup, thirdparty providers, etc. Other factors include advancing technology, changes in chargeback rules and processes, and shifts in consumer behaviour. More than ever, it’s important for retailers to have access to their data, investigate each case and apply lessons to prevent repeat occurrences.

Q. What can retailers do to curb chargeback abuse?

A. Understanding the sources of your chargebacks needs to be an important priority. It is especially important for those operating in industries more prone to disputes. Utilizing chargeback management software can help streamline this process and is highly recommended for those who receive regular chargebacks. Retailers who see an increasing number of disputes can experience near immediate relief through enrolling in chargeback prevention tools.

Q. Who is committing these types of crimes?

A. Professional cyber shoplifters are rare. Most perpetrators were, at one time, legitimate customers. Banks make the chargeback process so straightforward that consumers are inclined to contact their banks directly to file a dispute. Fifty eight percent of consumers in the U.S. do not contact merchants before filing chargebacks with their banks and 40 percent of consumers who commit cyber shoplifting are likely to do it again within 60 days.

Not so friendly fraud can also happen when consumers realize they can profit from the transaction. Some cyber shoplifters try to double dip by contacting the merchant for a refund and filing a chargeback with their bank at the same time. The person then receives two refunds for one purchase.

I don’t want to give the impression that third-party criminal fraud isn’t a problem. Criminal activity costs merchants and financial institutions billions of dollars every year. However, the financial impact of friendly fraud has outweighed that of cybercrime for years now. In our recent Chargeback Field Report, most respondents said fewer than 10 percent of their chargebacks came from criminal fraud. That’s in line with data from Visa, which found 75 percent of chargebacks issued last year were cases of first-party misuse.

Q. What policies or consumer education should retailers set in place?

A. It’s a good idea to engage in dispute representment to push back against clear misuse of the chargeback process. This means collecting the proper evidence to show you are fulfilling your promise to the consumer. It’s also important to establish a blacklist and block purchases from known fraudsters. Once you’ve examined your chargeback data to determine the sources of the disputes, you can deploy solutions like additional fraud screening, changes to customer service policies and optimizing fulfilment practices, just to give a few examples.

Q. What are the real costs of chargebacks beyond lost merchandise?

A. The financial impact of a fraudulent transaction is much broader than just the cost of the initial sale. The merchant loses merchandise shipped, the cost of shipping, interchange and other fulfilment costs, along with the sting

of a chargeback fee for every incident. If fraud becomes a persistent problem, a merchant may be forced into a fraud management program, which means incurring other costly fees.

Q. Can retailers manage fraud and still preserve customer relationships?

A. There are certainly cases in which merchants can preserve their relationships with customers. Tools like Consumer Clarity and Order Insight let merchants provide additional information about transactions to customers, helping buyers identify charges and potentially avoid a dispute. Even once a dispute progresses to the chargeback stage, different opportunities exist to help rehabilitate and educate customers. This provides valuable feedback that not only reverses the chargeback error, but also helps communicate to customers that calling the bank should not be their first recourse in the future.

As an overarching rule, being proactive, empathetic and consistent are winning strategies for mitigating chargebacks and loss. It goes without saying that if there’s an opportunity to prevent a chargeback this is always the best course of action to pursue.

Q. When should a retailer seek professional help for cyber security?

A. The answer will vary from one business to another. Merchants need to carefully compare how much it will cost to stop fraud on their own against how many more threats they may be able to detect with help from a third party. They need to determine what will produce the greatest net benefit for their business.

If a retailer’s current chargeback management strategy is not producing consistent results, logic suggests it might be time to change. The cost of chargebacks does not always need to mean the loss of a customer and unavoidable write-offs. Chargeback information should provide valuable business insight, opportunities to reform bad or mistaken behaviour by the consumer and help fine-tune fraud rules to reduce future liabilities.

Spring Style

2/ Natural baskets, $59 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com

3/ Tufted wool-patterned pillow, $120 retail, Indaba Trading, 800-746-3222, www.indabatrading.com

4/ Reclaimed wood flowerpot, $35 retail, North American Country Home, 888-303-2221, www.northamerican countryhome.com

5/ Copper plant mister, $14.80 retail, North American Country Home, 888-303-2221, www.northamericancountryhome.com

6/ Wooden mushrooms, $10 to $27 retail each, Koppers Home, 866-604-0490, www.koppershome.com

7/ Terracotta vase, $35 retail, Bovi, 800-691-2166, www.pineadvbovi.com

1/ Assembled 3D puzzle, $55 retail, The Tate Group, 416-504-8047, www.chateauspill.ca

1/ Linen pillow, $96 retail, Indaba Trading, 800-746-3222, www.indabatrading.com

2/ Ceramic pots, from $7 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com

3/ Cotton-weave cushion, $69 retail, Accents de Ville, 800-691-2166, www.pineadvbovi.com

4/ Wooden bowl, $88 retail, Canfloyd, 800-263-3551, www.canfloyd.com

5/ Mango wood taper holder, $60 retail, Canfloyd, 800-263-3551, www.canfloyd.com

6/ Canvas wall art, $33 retail, Accents de Ville, 800-691-2166, www.pineadvbovi.com

7/ Planters with a retro daisy pattern, $72 retail for set of three, Indaba Trading, 800-746-3222, www.indabatrading.com

8/ Ochre throw, $64 retail, Accents de Ville, 800-691-2166, www.pineadvbovi.com

Kitchen Confidential

Styling by Leslie Groves

Photography by Will Fournier

Kitchen Confidential

Must-have gadgets, tabletop and kitchenware

1/ Loose-weave, quick-drying dish towel from Danica Studios, from $16 retail, Danica, 888-632-6422, www.danicabrands.com

2/ Dip bowl with spreader, $20 retail, Harman Imports, 800-363-7608, www.harmaninc.com

3/ Wooden baskets, $30 for two, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com

4/ Hand-forged metal salad servers, $48 retail, Indaba Trading, 800-746-3222, www.indabatrading.com

5/ Eco-friendly, highly-absorbent Swedish dishcloth, from $6 retail, Pika & Bear, 306-5370558, www.pikaandbear.com

6/ Soapstone pestle and mortar, $30 retail, Nostalgia Import Canada, 800-785-7855, www.nostalgia-import.com

7/ Acacia serving board with tassel, $50 retail, Harman Imports, 800-363-7608, www.harmaninc.com

8/ Pearl-handled spreaders in giftable box from Santa Barbara Design Studio, $27.50 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

Kitchen Confidential

Must-have gadgets, tabletop and kitchenware

1/ Striped paper dinner plate, $8 retail, Harman Imports, 800-363-7608, www.harmaninc.com

2/ Reusable silicone sipping straws, $5 retail for four, Canada Distributor Corp., 905-706-9463, sales@canadadistributor.com

3/ Oven mitt and tea towel, $25 retail for set, Harman Imports, 800-363-7608, www.harmaninc.com

4/ Cork Pops wine opener with one cartridge, $46 retail, Canada Distributor Corp., 905-706-9463, sales@canadadistributor.com

5/ Waffle-weave tea towel with pom poms, $25 retail, Harman Imports, 800-363-7608, www.harmaninc.com

6/ Speckled melamine dinnerware from Tag, $19.99 to $27.99 retail per item, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

7/ Bar towels from Cork Pops, $5 retail each, Canada Distributor Corp., 905-706-9463, sales@canadadistributor.com

8/ Stainless steel bistro box, $34.99 retail, Dalcini Stainless, www.dalcinistainless.com

SayWhat?

Every day, you and your staff spend time talking with customers. You greet them when they come in and ask them how you can help. You describe your products and services and chat with them at the till. While you’re at it, why not ask them what they think of your store?

Customers normally won’t volunteer their opinions about your business until you ask outright for them. Whether you casually ask them questions while they’re in the store, email them survey forms or hold formal focus groups, requesting shopper feedback can result in valuable information you can’t get any other way. It confirms areas where your store is successful, as well as those needing some work.

You may assume you’re selling what people want and delivering superior service, but some of your customers may not agree. Find out. The more you know how they perceive your store and its products and services, the better you can

answer their wants and enhance their shopping experience. When customers are happy with your business, they are more likely return again and again, and tell others, helping you stay ahead of the competition.

So, develop and put into place a superior customer-feedback program to request and respond to your customers’ impressions of your store. Include it in your mission statement and operations and procedures manual.

WHAT TO ASK

Before you start planning your customer-feedback program, inform your staff so you can involve them in your efforts. They’re the ones who interact most closely and regularly with shoppers and together you can think up the best questions. While you do, keep your store’s mission, customers and goals in mind as they relate to these three main areas of your business:

• Store environment: Parking, signage, window and store displays, lighting,

cleanliness, style and aesthetics, and wheelchair accessibility.

• Merchandise selection: Variety, quality, quantity, relatability, availability, new and trend-setting products, prices and special promotions.

• Customer service: Store hours, staff manner, phone etiquette, product descriptions, giftwrap, deliveries, exchanges and returns, and follow-up.

QUESTIONS TO ASK:

• How did you hear about our store and what brought you in, initially?

• How often do you shop at our store?

• What is most satisfying to you? Why?

• What are you most dissatisfied with? Why?

• How could we do better?

• How likely are you to recommend our store to others? Why?

While other businesses may want to know a customer’s ethnic background, gender, age, occupation and postal

Everyone wants to be heard – especially retail customers. Ask them for their opinions and use their answers to elevate your store’s shoppability and attractiveness.

By Claire Sykes

What?

code, ask yourself how necessary this data is to you. Do the benefits of it outweigh the risks of possibly alienating customers who may feel you’re invading their privacy?

TYPES OF QUESTIONS

When it comes to the types of questions you can use in your survey, consider these five: scale (one to five); multiple choice (three to five per question); Yes/ No; Either/Or and blank space for customers to answer in their own words. In your questionnaire, mention your store name several times to help keep it front and centre in the customers’ minds. Make sure your questions are simple and brief, and keep them to between five and 10. You can always do another survey in a few months with different questions. You want to make it as easy as possible for customers to respond. Make it even easier by giving them an incentive, such as a store discount or entry for a prize drawing. For customers to receive these, they need to provide their contact info. Great. Now you’ll be able to reach them for other store mailings — with their permission, of course. It’s nice to know who’s behind the feedback you receive, but then again, an anonymous response often yields more information.

CHOOSE YOUR METHOD

Depending on your store’s culture, style of customer service, size, budget and time allowance, here are 10 ways you can gather feedback from customers:

1. Casual exchanges. Encourage staff to talk with people while they’re shopping and at the till. This will help customers feel welcomed and more willing to share their opinions about your store.

2. In-store questionnaires. Make surveys clearly available at a separate counter, the till and/or the door. At all of them, have a box with a slotted lid right there for customers to submit responses.

3. Email surveys. Limit these to people in your customer database. Sending them cold to customers won’t result in as many replies unless you promise them a

store discount or another type of thank-you.

4. Website. People already go there to check out your latest products or blog articles. They’ll also likely fill out your customer-feedback questionnaire there too.

5. URL on receipts. Add a short and simple URL, which goes only to your questionnaire, to your printed receipts and display it at the till and elsewhere in the store. Enjoy the bonus of an increase in online visitors.

6. QR code. It’s a breeze for customers to get right to your online questionnaire when they point their smartphone at the code. Put the code on everything from your store receipts and signage to brochures and newspaper ads.

7. Social media. Post that you want customers’ feedback about your store and direct them to your website. Add a few words about how you care what they think because you want them to have the best shopping experience.

8. Focus groups. Invite a crosssection of up to 10 regular and new customers to discuss how they perceive your store. Make it fun, sociable and worthwhile by offering a store-discount incentive, and coffee and treats.

9. Outside research company. Hire someone to survey your customers and/or the people who shop your business’s geographic area. The latter may reveal how much they prefer your competition or your store.

10. Friends and family. Urge them to be honest with you about their views of your store. Have them play devil’s advocate with your ideas and to try to poke holes in them to see where they may not work.

RESPOND TO THE RESPONSES

Generally, those customers who have positive experiences with a business and aren’t inclined to go out of their way to praise the owner or manager, are glad to

tell others. The same goes with unhappy customers. They’re more apt to share their complaints with practically anyone but the person who could correct the situation. Be ready for those who do let you know they’re displeased.

When dealing with disgruntled customers, it’s very important not to get defensive. If inside your store, calmly hear the person out. Whether there, in your reply email to them or on the phone, sincerely apologize and explain how you’ll rectify things. After you’ve addressed the issue with action, get in touch with the person to tell them you’ve made those changes. Sure, customer grievances are unpleasant to take in, but they can serve as useful information toward improving your store.

Be sure to make the best use of what you get from your customers, negative and positive. Look for a trend among their responses. Do most of them want you to carry more of a particular product category? Are they annoyed by the type of music you play? Even if only one person speaks out, listen up. They probably aren’t the only customer who feels that way.

You’ve got to evaluate the feedback and then apply it to bettering your business, by adding, modifying and/ or eliminating products and services. To judge whether you can afford to do any of these, conduct a costbenefits analysis. Once you’ve made the changes, observe and measure your progress. In several months, survey your customers again with the same or different questions, to see how well you and your staff are doing. Meanwhile, ask those customers who made positive comments if you can post them, either anonymously or with their names, on your website and social media.

A VALUABLE THING

You could receive feedback from thousands of customers and never obtain too much information. In the end, though, there’s only one person who decides how to apply it all. That’s you. You’ll learn what’s best for your store when you let your customers tell you what’s best for them.

Sprucing Up Your Store for Spring

By Nickeisha Lewis

As soon as the holidays are over, it’s time for retailers to shift their focus toward the vibrant seasons of spring and summer. Preparing your store for these warmer months not only helps create a refreshing and inviting atmosphere but also enhances your customers’ shopping experience. In this article, we’ll explore the essential store design and visual merchandising elements for you to consider to ensure your store is spring and summer-ready.

1. SEASONAL COLOUR PALETTE

The first step in transforming your store for spring and summer is to update the colour palette. These seasons are known for their bright and lively colours, such as pastel shades, vibrant greens and sunny yellows. Incorporate these hues into your store’s design through accent walls, signage and displays. Consider adding seasonal decorations like floral arrangements and beach-themed elements to create an immersive experience.

2. NATURAL LIGHTING

Natural lighting not only brightens up your space but also highlights your products in a flattering way. Take advantage of the abundant natural light that’s available during the spring and summer months. Use sheer curtains or blinds to control the intensity of natural light.

3. SEASONAL DISPLAYS

Create eye-catching displays that showcase your spring and summer merchandise. For instance, arrange lightweight dresses, swimwear and outdoor

accessories on light, airy fixtures. Incorporate seasonal props like beach umbrellas and blooming flowers to tie the displays together. Place these displays strategically at your store’s entrance or in high-traffic areas to draw customers in and pique their interest.

4. WINDOW DRESSING

Your store’s window displays remain a powerful tool for attracting potential customers. Design an inviting spring and summer-themed showcase that reflects the vibrancy of the seasons. Use elements like colourful flowers, mannequins dressed in summer attire and beach-themed décor to create an enticing scene that beckons customers inside.

5. FRESH SCENTS

Enhance the sensory experience by introducing seasonal scents into your store. Scented diffusers or air fresheners with fragrances like fresh-cut grass, ocean breeze or florals can create a refreshing and welcoming atmosphere. Remember to keep the scents light and pleasant to avoid overwhelming your customers.

6. OUTDOOR SEATING

Spring and summer shopping often involve leisurely strolls and more extended browsing. Provide outdoor seating areas where customers can relax and enjoy the pleasant weather. Comfortable chairs or benches with colourful cushions and shade options can significantly improve customer comfort and contentment.

7. SEASONAL SIGNAGE AND PROMOTIONS

Use spring and summer-themed signage and promotional materials to highlight special offers and discounts. Consider hosting outdoor events to engage your customers and attract new ones. Ensure your messaging aligns with the sunny seasons and creates a sense of excitement to boost sales.

8. ECO-FRIENDLY DISPLAYS

As sustainability continues to be a focus for consumers, consider incorporating eco-friendly elements into your store design and visual merchandising. Use sustainable materials, ecofriendly packaging or recycled décor to showcase your commitment to the environment.

9. ADAPTABILITY

Lastly, keep in mind that spring and summer are just the start of a vibrant shopping season. Ensure your store design and visual merchandising are adaptable to accommodate the transition into fall and the various holiday festivities that follow.

Preparing your store for spring and summer involves creating a complete shopping experience that aligns with the season’s energy and vibrancy. By incorporating seasonal colours, lighting, displays and scents, you can transform your store into an inviting space that encourages customers to explore, engage and make purchases. Remember, a wellprepared store not only welcomes the season but also enhances your brand’s image and customer loyalty.

Nickeisha Lewis is the founder of Nola Designs, a retail interior design firm based out of Kitchener, Ont. Nickeisha and her team focus on helping femaleowned businesses take their retail stores to the next level. www.noladesigns.ca

PHOTO: ISTOCK/ALPHOTOGRAPHIC

Just Beachy

Usher in vacation vibes with dreamy blush-hued beach-imbued décor

1/ Beach house throw in rose, $64 retail, Indaba Trading, 800-746-3222, www.indabatrading.com

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