Vendor Marketplace/ Mar-Apr 2019 by Retailing Insight Magazine

RetailingInsight Connecting the Best in Body-Mind-Spirit Volume 33 I Issue 3 I March-April 2019

MAGAZINE

Vol 32 | Issue 1 | 2018

STORE LAYOUT

5 IDEAS TO DECLUTTER YOUR SHOP

OBSESSIVE CONSUMPTION SYNDROME BUSINESS

HOW TO MARKET YOUR PRODUCTS ON SOCIAL MEDIA

SPRING JEWELRY

FLORALS & CELESTIAL COLLECTION

Supreme Moon Phase Earring by Sofia Zakia

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Vendor Marketplace

MARCH/APRIL 2019

In Every Issue 4 | EDITOR’S NOTE 12 | BUSINESS & MARKETING Adding videos to your marketing mix

24 | SHOP TALK Practical answers for though business questions 50 | FINE PRINT New and notable books for body, mind, and spirit 54 | PLAY LIST Reviews of great music to sell and enjoy 54 | TAKE 5 Five ideas to declutter your store 56 | ADVERTISER INDEX COVER IMAGE: Supreme Moon Phase Earring by Sofia Zakia (More details on page 48)

Features 6 | KEEPING YOUR BUSINESS PLAN ALIVE Rediscover the purpose and mission of your business plan

18 | THE ART OF SOCIAL MEDIA MARKETING – PART I How to reach your customers and grow your business by using the power of Facebook

28 | OBSESSIVE CONSUMPTION SYNDROME Find ways to fill the holes by purchasing what your shop needs 34 | KEEP AN EYE ON YOUR PRICE The science and psychology of successful pricing

38 | DECK ROUNDUP Inspiration in a box? It’s an idea customers are loving!

And More… 14 | BESTSELLERS ACROSS AMERICA A peek at the top-selling products in the stores around the U.S.

45 | FRESH! A Galleria of NEW Products (Special Advertisement Section) 46 | EDITOR’S PICKS SPRING Jewelry – Florals & Celestial

54 2 March/April 2019 | retailinginsight.com

Collection

IS YOUR STORE ON SOCIAL MEDIA?

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editor'snote This issue is all about business, business, and more business. Discover key elements in your original business plan that can not only help determine the purpose and mission of your business, but also the success of your work in the long term by reading Keeping Your Business Plan Alive. Learn the science and psychology behind pricing on Keep an Eye on Your Price. And do you know why short videos are now trending among customers? Go to Business & Marketing to discover why. Check jewel trends for spring on the Editor’s Picks Special Collection, take a peek at the top-selling products in independent stores around the U.S. on Bestsellers Across America, and if you’re looking for new products for your store, go to the Fresh page!

retailing insight magazine is published exclusively for independent retailers of unique and meaningful products for the body, mind, and spirit. Our purpose is to nurture retail store success by providing excellent business advice, honest product reviews, advertisements from leading wholesale companies, and outstanding coverage of the dynamic body, mind, and spirit market.

publisher editor

Now that we outlined the theoretical part of the business, it’s time to nurture your mind and soul with Overconsumption Syndrome, and Five Ideas to Declutter Your Store. After all, our mission is to cover it all!

copy-editor

Sean Ruck

graphic design

Stephanie Biddle

contributors

Jackie Adamany Bill Binkelman Anna Jedrziewski Megy Karydes Royce A. Morales Kim Perkins Uma Silbey

Stay connected… we’re collecting great products for the season for the next issue Summer Special. Have an insightful reading,

Joe Mount Roberta Gazzarolle

circulation sales

Katie Slocombe Karen Johnson

Roberta Gazzarolle Roberta Gazzarolle, Editor, Retailing Insight Magazine

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©2019 Continuity Publishing Inc. All rights reserved. ISSN 2372-7977. Volume 33/Issue 3/Year 2019. The magazine is published bimonthly/ six times a year (Jan, Mar, May, Jul, Sept, Nov) by Continuity Publishing Inc., P.O. Box 5108, Winter Park, FL 32793. Periodicals postage paid at Winter Park, FL. and additional mailing offices. POSTMASTER send address changes to Retailing Insight Magazine, P.O. Box 5108, Winter Park, FL 32793.

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Keeping Your Business Plan

6 March/April 2019 | retailinginsight.com

Alive

by Jacki Smith

Vendor Marketplace | retailinginsight.com 7

f you have ever built a business plan, you know all the pain and mental gymnastics you put yourself through in writing it. It is tedious and detail driven and it’s the master’s thesis of your business. Most often, the purpose of your plan is to get money; from the bank, investors, landlords, family etc. You are proving to the people who hold the purse strings that you really do know what you are doing. You spell check, edit, include graphs and beautiful images, and put it behind the loveliest cover available. The irony is that once the financial goal is achieved and the money spent, that lovely business plan goes on the shelf to be forgotten. About three to six months after you stop looking at your plan, some shiny object or new idea sends you in a new direction and a new plan is hatched in your crowded brain. Raise your hand if you have done this or have watched this happen. Yup, just as I thought, most of you go through the exercise of building the plan to never use it. It’s like buying expensive workout equipment, mastering its use and then transforming it into a clothes hanger. What could happen if that business plan became a living, breathing document that you steered your business with? What if you used the five-in-one stair climber every day like you intended to? You would get to your overall goal. You would learn how to work through the struggles you encounter and have a level of experience that supports your future goals.

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W H AT IS W RONG W I TH MOST BUSINESS PLANS Most small businesses don’t feel the need for one and actually look at it as a waste of time. That’s because most business plans are a collection of facts and ideas that you SHOULD do. When we plan from SHOULD, we are fulfilling someone else’s idea of what your business should be instead of your own ideas and passion of what your business COULD be. When you build your plan from what you think the bankers want to hear, you make promises and assumptions that obligate your business. You spend your resources in maintenance of that SHOULD you just adopted. After the loan check clears, do you really want to do all these things you just promised to the bank? A business plan that is useful every day must have a goal, a “why” that gets you up in the morning with a passion to live it. If you cannot recite your goal and your “why” off the top of your head, it’s not yours. If I was to show up at your business, and asked you what your business is all about, what would your answer be? Try it now, before you get caught up in the details of a business plan, answer these questions from your heart and your deepest fantasies. 1 – Why did you start your business? 2 – W hat is the ideal outcome for your business? 3 – W hat do you want your customers to feel about you and your business?

•

YOUR LI V ING BUSINESS PL A N ALREADY EXISTS You are working your plan right now, today. It is an unspoken plan in the back of your mind. Your daily decisions are influenced by your unspoken plan. The danger in having an unspoken plan is that it can change in a moment. Then you are following a new plan and all the progress you have made in your old unspoken plan is potential lost. Another danger of having an unspoken plan is that no one else knows it. Your staff may be working on directives from a plan they thought you shared weeks ago, and you already moved on to a new shiny idea. This disconnect is the perfect environment for communication failures. What would your day be like if you took what is in your brain and put it on the

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Go ahead and answer these questions in the most intimate way possible. No one is reading your answers but you. Tell all your silly little fantasies to yourself because within there is your overarching goal, your reason why and the vision for your business. Let any judgement drift away. If you have to, write these answers in crayon or your favorite purple pen with hearts dotting the i’s, let it flow. Let your inner child take over and imagine your favorite outcomes and give them as a gift to your waking mind. That is where your passion generally hides, in the creative genius of innocence. Within this masterpiece lies the answers you seek, but don’t look for them yet.

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wall for everyone to see? If everyone was actively working in the same direction for the same reasons. What if your staff was as connected with your plan as you are? What can you dream and execute into being when everyone is in agreement? Anything is possible at that point. That is what a living business plan looks like; everyone knows what the big picture is. Everyone knows why you are heading in that direction and the outcome you are looking for. Together you move from what you want, into what we are creating. The even better news is that you are 90 percent of the way there, and it is time to communicate it.

TAKING YOUR PLAN FROM THE DESK TO THE WALL A traditional, old-school business plan is relegated to paper and buried under many pages of uninteresting facts and statistics. This new living plan is the communication of the core ideas that are the true driving force in your business. It’s time for this information to leap off the page and onto the wall where you and everyone in your business can see and be reminded of what is really going on. In this way, when new and exciting ideas crop up, you can look to your plan and know if its adoption will take you in the right direction. Why, how and what are the words that will give birth to your living business plan. Simon Sinek, in his top-rated TED Talk, gives us the permission to find the WHY for our business and life’s paths. Your business’ WHY is the ideal that attracts the staff and customers to you. It is the reason why you come into work every day and put in all the sweat equity that you don’t get paid for. HOW is the way you are manifesting your WHY, your passion and WHAT represents the actions you will take to get there. Crafting your WHY sets the course of your business. Your WHY helps you craft your top goals, from those goals, you create your objectives and that is your HOW and then you build your projects and actions that become your WHAT. This can become the one-page plan that is the touchstone for all the big directional decisions and lets the small daily decisions become automatic and easier. It’s the foundation of everyone knowing what is expected and how their actions affect the whole of the business.

FIND YOUR WHY This is not the first time I have written about Simon Sinek’s theory of the Golden Circle and finding your why. I am hooked because it enlightened the way I do business and actually made it easier. Another business coach, Lisa Minni, from Excellerate Associates, called it finding your “contribution to the world.” In a simple exercise, she challenged me to uncover what Coventry’s contribution to the world is. We did this by talking to a trusted partner and tell them why we started our business, what excites us the most about work and what our best work day feels like. Then we worked to simplify, simplify, simplify to a statement everyone can understand and connect to. My partner was not in the spiritual world and didn’t understand what I was vaguely getting at in my first statement that I wanted to awaken magic in the world. This forced me to dig deep into my core WHY and get to the phrase “empowered belief.” Another classmate found “peace and ease,” another “dazzle you in f lavors” and another was “create personal security.” Sinek had a similar exercise in his book Find your Why where you work with your trusted advisors, tell them the origin stories and your stand-out stories to find a theme that helps you find your WHY. You already started the journey to your WHY in the questions above. Do you see the theme yet? Keep digging until you do. Continuing to refine the words until you get to a statement in this format:

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To _____ so that _________. It takes a few versions until your whole being resonates with it. For Coventry is became: To awaken magic within our world so that we can all manifest through empowered belief. It took a few tries to get here, but each time the feeling of what I wanted was the same, it was the right words that were missing. From this place, my team and I were able to build our goals for the year. They are inclusive, measurable, attainable, healthy, smart, relatable and time bound. Having your WHY helps your goals stay simple, focused, and achievable, a living business plan. When you overextend and pile too much on your plate, you will get overwhelmed and scattered. Extend that

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WHY into a series of four simple goals aligned to areas of growth in your business: Profit, Product, Process and People. This is a way to apply your WHY in your business growth. 1. Profit – What do you want your revenue and profit to be? What is the outcome of this financial goal? 2. Product – What changes do you want to make to your current product and/or service offering? How is it measured and what is the outcome of that goal? 3. Process – What organization, documentation or processes need to be created or improved? What is the outcome of the success of this goal? 4. People – Who do you want to employ, work with or serve? What will happen when you get everyone working together? How can you make this measurable?

HOW ARE YOU GOING TO GET THERE? Your goals need objectives, in other words, HOW are you going to achieve your goals? Three objectives per goal keeps your plan attainable. More than three is too much to track. Keep it simple. You can always add more later. For instance, processes = goal = to have a seamless connection between our marketing and our store experience. This will allow us to track our marketing efforts in relation to our staffing and purchasing needs. Objectives: • Update branding and make sure all social media uses it. • Update website with new branding • Pre-make 12 months of social media posts into all channels with a daily supplemental plan • C reate purchasing process to match our marketing calendar • Create a weekly e-newsletter campaign • Create communication process for monthly promotions • Create a maintenance schedule for the store • Find display ideas and create plans to execute them When you look at your objectives you can see HOW you will get there, what’s missing and what order they need to be achieved.

WHAT ACTIONS STEPS DO YOUR OBJECTIVES REQUIRE This is where your team steps up and takes on the projects. Projects are never done in a vacuum. There are delegated, time-sensitive tasks that share the workload. Make each project and action step time-bound. If it doesn’t have a due date, it will never get done. As you assign the action steps and assign due dates you will see how the days fill up, forcing you to prioritize where you put your energy. This is the magic behind energy and time management. Due dates and deadlines that are kept accountable are the catalyst for getting things done. Put down all the steps and see who the best fit is for getting it done. Let’s look at the e-newsletter campaign. Objective – e-newsletter campaign: Action steps: • Start collecting email addresses for newsletter

• Create a schedule for newsletters • Decide on newsletter app • Design newsletter • Create a writing schedule for content • Take pictures of featured products • Write content for newsletter • A ssemble and edit newsletter • Send out newsletter

MAKE IT, MAKE IT GOOD, THEN, MAKE IT BETTER One of my mottos on creating new culture in my business is to make it, make it good, then, make it better. You will never get it right if you never start it. If needed, start with one goal then build your objectives as the year moves on. Most store owners are working in their business at the same time they are working on their business. Find your WHY and then visualize your future and write it down for everyone to get behind. Your staff wants to have a purpose in your business, give

them one. Share your vision with them and they will help you build it. If they don’t, then you know they are not the best fit. Creating a living business plan is a process of evolution and you can unveil it a little at a time. You can also use it to tame the beast in your head that holds all of your ideas. Get those ideas into alignment with your overall plan and you can actualize a few. Having a living business plan of any detail is a critical factor to having the authority over your own business growth. Jacki Smith is the co-owner of Coventry Creations www.coventrycreations.com. Her passion of personal empowerment and small business has been the driving force in her success and her journey of lifelong learning. Jacki is a regular contributor to Retailing Insight and loves sharing her experience, successes, and cautionary tales.

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business&marketing Adding Videos to Your Marketing Mix by Megy Karydes

It’s undeniable that video has become an important method of communication for many businesses today. Whether you sell through a brick and mortar shop or online, it’s an effective way to connect with customers and retailers. What’s more, wholesalers who are maximizing their online brand presence are seeing results in their bottom line. Vanessa Williams, senior manager of Integrated Strategy & Promotions at Ignite Social Media, agrees that video needs to be a part of your 2019 business plan. “Platforms are continuing to prioritize video content within their news feed,” she says. “Video is also more memorable than other types of marketing. A study by Brightcove found that 21 percent of consumers considered video to be the most memorable form of content—ranking it above email, display ads and text ads.” Williams adds that video helps to drive online purchases, too. That same Brightcove study found that 85 percent of millennials have purchased a product after watching a video, she notes. With a number of platforms available for posting video, which ones are best for independent retailers and wholesalers? Here are three to consider and ideas on what to share on them based on your marketing goals this year. Instagram Stories Posting videos on Instagram is an option, but posting Stories is akin to watching reality television. It’s not permanent and more “real time” than a post that remains in your feed. Stories can include 15-second videos, photos or just text. How do you decide if something is worth posting on your feed or as a Story? If you want something to stay on your feed, then post it. If you’d prefer to give something a shorter shelf life, such as an unboxing video or a selfie with your favorite customers or a rep, and you’re fine with it disappearing after 24 hours (which is how long Instagram Stories last, unless you save it as a highlight), then post it as a Story. Unlike a post, Stories help you connect with customers in a different way because they’re given a bit of a “behind-the-scenes” access to you and your store’s personality.

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Facebook Live Facebook Live first came on the social media scene in the summer of 2015, but it wasn’t until April 2016 that most of us who weren’t celebrities could really put it to use. Then all of a sudden everyone from the New York Times to local restaurants were streaming live video footage. Since Facebook rewards activity and engagement, Facebook Live extends your organic reach because customers are engaging with your brand. More than that, Facebook Live really allows your customers to interact with you even when they’re not physically at your business which makes it an especially powerful marketing tactic. What to broadcast on Facebook Live? Some retailers use it to do countdowns (like 14 days until July 4th) or weekly on a specific day of the week where they showcase new arrivals, host a mini fashion show or conduct a Q & A with an artist. The best part of a Facebook Live is customers can actively ask questions and comment through the app as you’re streaming so you can respond live. If you’re considering Facebook Live as part of your marketing mix this year, consider what you hope to achieve by going live. Are you trying to drive traffic to your website or get people through your doors? Are you promoting a specific line or introducing a new category and you’re inviting feedback? Can you use it as a mini focus group to ask their opinion about certain lines? YouTube With the advent of Instagram Stories and Facebook Live, it seems like we’re hearing less about YouTube but make no mistake, YouTube is still very much a player and younger generations are quite keen on the platform. YouTube’s appeal is it offers a much broader reach since you’re not just speaking to your followers. With the right video content, video name, description and use of keywords, you can open reach new audiences. Have a flair for fashion or beauty tips? Maybe a YouTube channel makes sense. Megy Karydes is a Chicago-based content writer and marketing consultant. Find her at www.MegyKarydes.com

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SOCIAL MEDIA MARKETING Part 1

18 March/April 2019 | retailinginsight.com

S By Jackie Adamany

ocial media marketing is transforming the way brands, large and small, communicate with their customer base both current and future. In our two-part series, we will take a look at the most popular social media outlets – Facebook, YouTube and Instagram – and how you can leverage the power of each to reach your customers and grow your business. To start, let’s take a look at what social media is and how Facebook plays a huge part in advertising your brand. According to Wikipedia, “social media marketing is the use of social media platforms and websites to promote a product or service. Most social media platforms have builtin data analytic tools, which enable companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope (e.g. more active or passive use) and the establishment of a firm’s desired social media ‘culture’ and ‘tone.’

Vendor Marketplace | retailinginsight.com 19

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When using social media marketing, firms can allow customers and Internet users to post user-generated content (e.g., online comments, product reviews, etc.), also known as ‘earned media,’ rather than use marketer-prepared advertising copy.”Post User? Earned media? Marketer-prepared? Passive approach versus active approach? So much to learn when you are venturing into harnessing the power of social media. Let’s walk through all of this. But first…

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Social media is the fastest growing trend in the history of the world? Actually, this sector has grown faster than the Internet itself! According to the Global Digital Report 2018 compiled by the web influencer group We Are Social, the number of internet users worldwide in 2018 was 4.021 billion, up an average of 7 percent from the previous year. The number of social media users worldwide in 2018 was 3.196 billion, averaging a 13 percent growth from the previous year. The number of mobile phone users in 2018 was 5.135 billion up 4 percent from the previous year. In the United States, the majority of Americans use Facebook and YouTube on a daily basis with Instagram following close behind. So how do these social users interact with brands like yours on social media? And how do you leverage your social media posts and branding to get the most engagement from your followers? Social media is increasingly being used as a customer service platform where potential customers want answers quickly and in realtime. Only 27 percent of social media user respondents will be prompted to purchase products after seeing behind-the-scenes content shared on brand social pages. What does happen is relationship building and that is very beneficial to your bottom line.

Making an impact with your advertising is knowing first, who you are targeting, and second, creating the perfect ad content based on the platform of your choice. When it comes to social advertising, Facebook is king. But to succeed, you need to understand the advertising costs, how to build your audience, target specific users, and measure success. The first consideration is cost, which can range widely depending on your industry, location and objectives. More businesses are harnessing the power of Facebook advertising and Facebook is beginning to limit the number of ads they show so content and proper targeting are paramount.

What You Post Matters What your brand posts on social media plays a large part in building relationships and ultimately the purchase of products. The Global Digital Report found that: • 48% of social users are more engaged to brands that are responsive • 46% to those that offer promotions • 4 2% to those that provide educational content • 38% to those who shared interesting visuals • 36% to funny posts • 35% to exclusive content • 27% to those brands that post behind-thescenes content • A nd only 10% to those brands that speak poorly of competing brands According to the report, 51 percent of social media users said they would unfollow brands that posted irritating posts on social media. That is why posting engaging, relevant and interesting content will resonate with your audience and will help with your reach and engagement numbers when advertising.

Advertising on Facebook

Your Social Media Demographics

Years ago, you could hop on Facebook, post an update about your shop or a cute photo of your favorite pet and you would get lots of engagement and high reach numbers. That type of organic reach is down across all platforms. Today, you need to target your specific demographic, build the customer’s journey and get people to want to make a purchase. That is where paid social media strategies can help.

One of the most common mistake brands make with their Facebook ads is mistargeting their audience. Before diving into the costs and the metrics of these ads, make sure you know who your target audience is. Facebook has a powerful tool for you called Insights. To see demographic data about the people who like your page: • Click Insights at the top of your page. • Click People on the left. Click the Your Fans

section to see the percentage of people who like your page by age, gender, country, city, and language. See when the people who like your page are on Facebook: • Click Insights at the top of your page. • Click Posts on the left. • In the When Your Fans Are Online section, you can see data from a recent one-week period about the days of the week and times when the people who like your page are on Facebook.

Determining Your Ad Cost Facebook ads are based on bidding and similar to that of an auction. That’s the first thing you need to understand to master bidding management of Facebook Ads. When you’re creating a new campaign, you’re joining a huge, worldwide auction. According to Hootsuite, “You’ll be competing with hundreds of thousands of advertisers to buy what Facebook is selling: Real estate on

the News Feed, Messenger, Audience Network, and mobile apps to display your ads to the users. While Facebook will try to satisfy every advertiser, the space for advertisement is limited even with 1.79 billion monthly users. Sometimes, Facebook won’t be able to fulfill all the requests.

[

you’re actually going to pay. It’s just the maximum amount you’re willing to pay to win the bid. Facebook will always make you pay only the lowest amount possible to win the bid and have your ad displayed. That means if your competition bids $.45 and you

]

What your brand posts on social media plays a large part in building relationships and ultimately the purchase of products.

When this happens, the highest bidders will get the most placements.”There are several factors that contribute to your ad delivery: your bid, relevance score, and ‘estimated action rates.’ The highest bid doesn’t always win, but it is a contributing factor. The amount you bid for a click –1,000 impressions or a conversion — is not what

bid $.50, you’ll only have to pay $.46 because it’s a penny higher than your competition. It’s a complicated and confusing algorithm to say the least. But keep in mind; If you try to bid too low, your campaign may not get the exposure it deserves, and you won’t reach your goals. Remember, you always get what you pay for. Don’t worry about bidding a high amount,

Vendor Marketplace | retailinginsight.com 21

you’ll still end up paying the lowest amount possible in the auction to get your ads delivered. One of the best things about Facebook ads is the ability to change your ad during its run. Before creating your ad, you should become familiar with their ad terminology. • Click Through Rate (CTR): Means the number of clicks divided by the number of impressions. This metric helps you gauge whether or not the ads you are putting out are compelling enough to drive your audiences to click to your site. • Cost Per Mille (CPM): The amount you’re bidding is the maximum you want to pay to deliver 1,000 ad impressions to the members of your target audience. • Cost Per Click (CPC): If your campaign is set to charge for clicks (users must click on an ad), then the CPC will be your metric. The average is $1.72 CPC. • C ost Per Like (CPL): Used in Like campaigns, the CPL is used when a user clicks Like when presented with an ad. • C ost Per Action (CPA): For campaigns

with specific actions in place, like an App Install, CPA is measured per action. The user will need to click the button for you to be charged. • Relevance Score: Applicable only to ads, this estimated metric is on a scale of to 10. It’s only shown after your ad has received more than 500 impressions and is based on how your audience is responding to the ad. • Frequency: An estimation of how often a user sees your ad. This number is calculated by the total impressions divided by reach (total unique users). High numbers may indicate a fatigue.

Keep in Mind According to Hootsuite; “CPM is the most unpredictable bidding method, and you may want to stay away from it as you might spend lots of money without any results. If you’re not really looking for specific results, but just want to create brand awareness by displaying your brand to a wide audience on Facebook, CPM could be a good fit.

One of the most used Facebook bidding strategies, CPC (Cost Per Click) allows you to bid for clicks. This means that you’re going to pay only when a user clicks on your ads. Sounds great, doesn’t it? Your banner could be displayed 1 billion times without you paying a cent if it doesn’t receive clicks. But yes, there is a catch… when bidding on CPC, keep this in mind: Facebook, of course, wants to maximize profits. If your ad has a low relevance score and nobody’s clicking on it, Facebook will soon stop delivering it. After all, it’s more profitable for them to have a $.01 ad that gets clicked 1,000 times rather than a $5 ad that gets clicked only five times.” The key to effective CPC bidding is this: The higher your CTR, the lower your CPC. In the end, a higher click-through rate will grant Facebook the highest revenues. There are a few additional factors that affect the cost of your ad. The industry that you are in is a major factor, craft and apparel industries find lower cost per click while finance and insurance industries have

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The measured frequency of Ohm is based on the elliptical orbit of the Earth as it travels around the Sun through four seasons. Ohm is elemental—an earth tone—and represents a yearly cycle, characterized by the rhythmic flow of the seasons, lunar cycles, and the pulse of day and night. Resonating with this tone through the application of Ohm Tuning Forks positively affects our biological rhythms and our circadian clock. It allows us to sync or entrain with natural cycles which, in turn, enable us to find our balance and homeostasis, where profound healing begins. Human conversation ranges between approx. 200-400 hz. Significantly, the Mid Ohm is just under this range at 136.1 hz. This lends to its tonal familiarity, and ability to provide a sense of relief and calm.

a higher CPC. The time of the year can raise costs – 4th quarter and holiday shopping season are huge factors. Objective is another cost affecting factor. Facebook objectives are broken down into three types: 1. Awareness: Including Brand Awareness and Reach, this objective is meant to generate interest in your product. You will pay in CPM. Copy and creative for this is usually written for new customers. 2. Consideration: This spans several types. It includes Traffic, Engagement, App Installs, Video Views, Lead Generation and Messages. You’ll pay in CPA. This type of objective is geared for customers who are already somewhat familiar with your product and would like to know more. You can also set it up for new customers, but keep in mind that you’re asking them to take some sort of action on the ad. 3. Conversion: This objective comprises of Conversions, Catalog Sales and Store Visits.

You’ll pay for this in cost per conversion or CPM. Know your goals before setting your advertising budget. Do you want to increase

[

www.facebook.com/business. In part two of our series, The Art of Social Media Advertising we will dive into YouTube, Instagram and analyzing your return on investment.

]

Know your goals before setting your advertising budget. Do you want to increase website visits or increase your fan count?

website visits or increase your fan count? For your first few ads, set a low budget cap so you can see how the ad performs with your target audience and your content. Remember, all ads on Facebook can be adjusted while the ad is running. It’s a complicated world when building ads in Facebook. To dive deeper check out Facebook Business Marketing at https://

Jacqueline Adamany is a seasoned artist and the author of Going Wholesale, a step-by-step approach for artists and craftspeople. Jacqueline has mentored many artists preparing them for the world of wholesale while readying them for trade shows. She has been a columnist for Smart Retailer and Handmade Business magazines. She is Vice President of IndieMe, Inc. an online marketplace and virtual trade show for wholesale artists and buyers to connect.

Vendor Marketplace | retailinginsight.com 23

shoptalk

Practical answers for tough business questions

A special coverage from Coalition of Visionary Resources COVR in partnership with Kim Perkins

How do I use last year’s holiday sales to gauge my restock for 2019?

Having a Point of Sale (POS) system on your computer makes planning for next year’s holiday sales easier, but tracking inventory manually and visually are also perfectly good ways to determine inventory needs if you keep good records. With a POS system, you can generate multiple reports to determine your holiday merchandise needs for the upcoming year. Suggested reports to generate are: 1) a full year-end inventory showing how many of each item are still on hand, and what has sold out that shows zero on hand, 2) a report that shows all zero on-hand merchandise and the last sold date (So you can see when it sold out. Merchandise that sold out a week or more before Christmas can indicate lost sales), and also an inventory by department or area for your best-selling merchandise (again to get more specific information about sales that might have been lost when popular products sell out early). If you don’t have a POS system, it works best if you have done a visual walkthrough of your store on December 1, 15, 24 and 31. Note what merchandise you are out of and also what merchandise you have plenty of that may not have sold as anticipated. Make notes so you have this information when you get ready to place your holiday orders in a few months. It’s amazing what you may forget without having it written down to refer to. Another method is to track your inventory needs with vendor invoices. This is far more time consuming, but it still works well. To do this, make a copy of your holiday vendor invoices. You will make notes on these and then file them for use later in the year. Use each invoice as a “list” of what you received and in what quantity. Determine which merchandise you still have a lot of in stock that didn’t sell as well as you have hoped, and note the styles that sold out. This will help you determine where not to invest holiday dollars next year and where to increase quantities to avoid lost sales revenue. File your invoices and notes so you can access this vital info when holiday ordering time comes around again.

24 March/April 2019 | retailinginsight.com

While no method of predicting next year’s sales inventory needs is foolproof, the more information you have and the more detailed notes you have recorded, the easier it will be to feel confident when you start thinking about holiday orders in a few short months.

Should I carry insurance for my business that covers contract psychic readings that occur in my store?

Your best bet is to confer with your insurance agent concerning your store liability for contract workers. Over the 20-plus years we had independent contractors who provided psychic readings at our store, we switched insurance companies a few times and each one had a slightly different opinion and approach to the matter. Most of the time, we carried the usual retail store insurance policy that covered general liability as well as inventory and furniture and fixtures. In addition, we carried what is known as an “umbrella” policy. This is over-arching coverage that will protect you beyond the limits of your usual policy. It’s sort of a catch-all that kicks in when you have reached the liability limits of your current policy. Although we never had to use it, we found that this type of additional coverage provided good peace of mind for a very affordable price (a few hundred dollars a year for over a million dollars of extra coverage). Another avenue is to require all contractors to carry their own liability insurance coverage. While doable, we found that contractors were reluctant to invest in their own insurance (and for some it was cost prohibitive to purchase prior to offering reading services). It is also another thing to keep track of and ensure that their policies are up-to-date. So, for us, the umbrella policy was the answer.

Is a social media policy for my employees which restricts their posting about their job at my business allowed? Is it similar to a non-compete where an employee voluntarily gives up something as a condition of employment?

Because you are venturing into undefined and evolving legal territory, I would definitely suggest that you have any policy you create approved by an attorney who is up-to-date on current employment law. The laws governing employer social media policies are still be established and tend to be unclear. That said, in general, you cannot restrict an employee from posting about their job on social media. Having such a policy may seem reasonable since you are only trying to protect your investment and your business’ good name, but, according to the National Labor Relations Board (NLRB), employer’s attempts to control or limit what employees post on social media websites and their personal accounts can often violate an employee’s right to engage in “protected” activity. As I said, there are gray areas. Employees can’t claim they have a right to free speech because the Constitution doesn’t apply to private employers, but they do have a legal right to be able to talk among themselves about working condition, whether they are part of a union or privately employed. The best way to avoid any conflict is to create an atmosphere where employees feel safe to express any grievances or concerns before they feel the need to post them on social media. If employees feel heard, and their complaints generate a swift and honest response, they are far less likely to post derogatory remarks online. While you cannot limit what

employees say to each other or what they post on Facebook or Twitter, you can request that they come to you first and give you a chance to review their concerns before they share it with others, in person or online. For more detailed information about employer and employee rights, visit the National Labor Relations Board website: https://www. nlrb.gov/rights-we-protect/rights/nlrb-and-social-media

How can I freshen the look of my store to look more up to date and modern even while budget constrained?

The first step is to take a walk around your store from the perspective of a brand new customer. With these “new eyes,” make a list of what you see that needs to be improved. What stands out? What looks worn or dated? What looks cluttered and/or needs to be cleaned or freshened in some way? If you are not sure where to get ideas for updating, try magazines, TV shows and don’t forget to visit major retailers and look around. They spend a lot of money to make their stores fresh and new and appealing to the current shopper. Here are a few things that you can do on a budget that can make a huge difference to the overall look of your store:

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Vendor Marketplace | retailinginsight.com 25

shoptalk

Kim Perkins

anti-theft security systems, which makes it much harder to protect Did you see shop-worn areas on your walk through? Things that are dirty or dingy? Maybe your front door, or the door to merchandise from shoplifting. your back room need to be cleaned or painted. Or hardware needs to be One note: Before you decide that you cannot afford a security system, replaced. It’s the little details that contribute so much to the over-all store. you might want to check. You can often get refurbished systems that A fresh coat of paint, or a new color on an accent wall can spruce come from retail shops that have closed at an affordable price. If you things up. If the flooring in your front entry or in front of your cash have a shoplifting problem, they can pay for themselves in short order. wrap is scuffed or getting threadbare, consider replacing just those So what else can you do to deter theft in your store? First thing is not areas with a complementary type of flooring to make it easy for customers to shoplift. You or color in a rectangle or half-moon shape. If can prevent some theft just by taking away the your countertop is scratched and unsightly, opportunity to be in a concealed space, out of Need answers? consider a new formica laminate top rather the line of sight from store employees. Make Send your retail questions to than replacing the whole unit. sure you are able to see the customers in your shoptalk@retailinginsight.com And, finally, clean, clean and clean some store and how they move around at all times. more. Declutter any space that is too full or has been sitting for two long. Even if you Analyze your displays don’t change all the displays, dust the merchandise, wipe the shelves, Your displays may be wonderfully appealing, but if they are too tall or and rearrange the displays. Bright, clean and uncluttered goes a long block clear visibility, you may be inviting shoplifting. This may mean way towards looking modern and updated. creating shorter, less cluttered displays that you can see over or through. Create great window and front entry displays Use color and simplicity to draw the eye. And be sure not to overcrowd your display. Less can be more when you are highlighting your new and best merchandise. Take a cue from high-end retailers who know that creating space in a display is as important as the product. Even on a budget, you can find and repurpose props for your displays such as small shelves, wooden blocks, vases with flowers or picture frames to create height and therefore more visual interest. Changing your displays regularly, even if the merchandise is not new, gives customers the impression that your inventory is ever-changing and inviting. Consider new lighting This is a quick and cheap way to improve the look of an older store. Even if the bulbs are still working, they can age and become more yellow-brown instead of the crisp white-yellow that best highlights your inventory. Good lighting is crucial to increasing sales. Colors look brighter and customers can easily see your merchandise. If you can’t replace all the lighting, consider spotlighting, track lighting and uplighting to draw attention to promotions and highlight products and window displays. A word of caution: Although LED lighting is very cost effective and long-lasting, so therefore better for the environment, some LED bulbs are a dimmer, white-blue light which is not the best lighting to enhance retail merchandise. Be sure to try samples before you invest.

What are some ways that I can reduce shoplifting at my business?

All retail businesses face the potential for retail theft, but small businesses seem to be especially vulnerable. Unlike the bigger retail stores, many smaller stores cannot afford video surveillance or

26 March/April 2019 | retailinginsight.com

Consider rounded mirrors in the corners as well as fake cameras While mirrors do not always help to identify a shoplifter, they do act as a deterrent. Unless the customer is a professional thief, they may not know how limiting mirrors can be. Same goes for fake cameras. Most customers cannot tell the difference between real and fake cameras and will be less likely to pocket merchandise if there is a chance they are being watched. For very little investment, you can install a few fake cameras that can be a big deterrent. Don’t forget the signage Signage can help immensely with merchandise protection. If nothing else, it makes the customer think. You don’t have to have large, loud signs. Just a few well-placed, attractive signs that let customers know that shoplifters will be prosecuted and that a video security system is operating onsite, can be off-putting enough for the casual thief. Greet every customer As soon as a customer enters your store, they should be smiled at and greeted, just as if someone was entering your home. Studies show that when you make eye contact and customers are welcomed, they are far less likely to shoplift in your store. Avoid profiling Store owners I have spoken with often have an idea that the usual shoplifting suspects are teenagers, strangers, or someone who is poorly dressed. What I found consistently is that the people who shoplifted in our store were our regular customers – people who we thought we could trust and therefore often overlooked. Usually, they had some kind of justification (“I have been a good customer for years” as if that gives them a right to help themselves, “Prices have gone up but my salary hasn’t,” “It’s just a small item,” etc.). This was sad and tough to accept, but true.

Prosecute every shoplifter When someone is caught shoplifting, it is important that you call the police and press charges. The message will get around in your community and this may be the greatest protection for your store that you can provide. Conversely, if you don’t prosecute, or let someone slide because it was a small amount of money, that message will get around too. Stealing is stealing, whether it is one dollar or hundreds of dollars. Calling the police for a $5 stone or other inexpensive item may seem like overkill, but you are setting a precedent that says it is not ok to steal from us. Your local police will respect that and respond when you call. If you feel that there are extenuating circumstances, you can always work with the district attorney to advocate for probation or classes, or even dropping charges later. Employee training is crucial to success Deciding to prosecute every shoplifter may be a shift in your current policies and your success in protecting your store requires that your employees are trained well enough that how they need to respond is second nature, especially since these incidents may not occur very often.

No person automatically feels comfortable handling a shoplifting, or potential shoplifting incident. Your employees need to know exactly what is expected of them. The best way to accomplish this is through providing clear expectation and lots of training so they know what to watch for and how to handle a shoplifting incident. Have regular roleplaying exercises. Teach them how to support each other if an incident occurs. The better trained they are, the more comfortable they will feel in carrying out your guidelines. The Coalition of Visionary Resources – COVR is a non-profit trade organization dedicated to supporting independent retailers, manufacturers, distributors, wholesalers and publishers in the body-min-spirit industry. To learn more, visit www.covr.org Kim Perkins is a business consultant, author and national speaker. She was co-owner of Elysian Fields, Books & Gifts for Conscious Living, an award-winning store in Sarasota, Florida, for over 20 years. As a consultant, Kim specializes in helping small businesses achieve financial health and excellent employee relations. She can be reached at Kim@kimberlykperkins.com.

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Vendor Marketplace | retailinginsight.com 27

Obsessive Consumption Syndrome

By Royce Amy Morales

28 March/April 2019 | retailinginsight.com

s a shop owner, you may not want to hear this, and trust me, these words aren’t meant to be preachy. However, as a shop owner, passionately committed to selling body-mindspirit products, these words just might save hours (or even lifetimes) of guilt, shamefully confessing to whomever you confess to. There’s an addictive epidemic spreading like wildfire. Tongue-in-cheek, I’m branding it “Obsessive Consumption,” a disorder so normalized, a condition so generalized in our possession-crazed culture, we scarcely notice it. Your fingers might be already plugging your ears to block what I have to say. Don’t leave just yet! Give me a minute. It’s worth your while for sure.

What is Obsessive Consumption? Here’s my definition: O.C. is an addiction to the purchase and acquisition of things whether they are needed or not. In my opinion, like other addictions, O.C. is based on deepseated, primal, survival issues. Subconsciously, people are futilely trying to fill a sense of existential, indefinable emptiness. They might be fruitlessly trying to get unmet needs fulfilled. Or, they’re attempting to suppress fears, sadness, or anger. They buy things they not only don’t need, but may not even want. Why? To feel important or special; get approval, acceptance, love; to step out of boredom; get stress relief; feel in control; solve a problem or feel safer. Even though it doesn’t work and never will. In an individualistic culture, such as Western society, things now equal personal identity. Objects are how people relate to one another and the world. Unlike Egyptian Pharaohs, we may not insist on being buried with our possessions, believing they’ll accompany us to the afterlife, but we make sure to leave itemized wills to continue spreading the importance of those precious acquisitions. Things ‘R Us should be the logo. What makes O.C. different from substance abuse is that it’s openly encouraged, tempted by slick advertising. Throngs of people devote their lives to manufacturing items that aren’t needed, promoting them relentlessly, dismissing the ridiculous notion that people could live without these tchotchkes. Let’s be clear: This is not implying we should go back to living in caves or start living in stark white rooms. The truth is, beyond the basics, there’s not much any of us truly need. In this credit-card funded, instant-gratification society, undoubtedly we own much more than essentials. In fact, most possess just about everything we want. If a genie arrived to grant three wishes, there may not be too much we’d be able to come up with to ask for. Upon arrival in this physical world, we’re trained to associate material things with happiness and comfort. When a baby cries, we offer a toy. Growing up, we continue the cycle, even when repeatedly experiencing that the joy provided by objects is short-lived at best. Those resisting what they’ve been fed – that things equal happiness – are scorned, labeled as radicals, or termed religious zealots ascetically surrendering their worldly possessions.

Vendor Marketplace | retailinginsight.com 29

Breaking Obsolescence Are We Part of the Problem? When every conceivable want and need has been met, economic growth depends on coming up with and selling some pretty useless items. Admit it: Your mission, as a shop owner, is to continue this cycle. If you choose to accept it. Sadly, since brick-andmortar retailing is quite the challenge, many drink the Kool-Aid and wonder why they just don’t feel right afterwards. We’ve become proficient at convincing customers that they DO want something, maybe even NEED it. We wave that latest, shiny, gift show discovery in their line of vision, subtly inferring that it’s now or never. We boast its capabilities like a circus barker. When their wallet relents, we feel successful, knowing they helped pay the net 30 invoice waiting impatiently on our desk. We sigh with accomplished relief. However, as a consciousness leader/business owner, is there part of you that feels a tad ashamed? Do your thoughts veer to what will actually happen when they get this trinket home, and, in a relatively short time, lose interest in it? Do you ponder if they’re feeling buyer’s remorse, wondering why in the world they shelled out hard-earned money for it? Do you muse whether they’ll feel resentful toward your enabling skills (AKA sales pitch) that somehow got past their logical discernment? Do you entertain the fact that their purchase provides entertainment that lasts about as long as drinking a glass of wine? Most importantly, do you envision this item ultimately sharing its final resting place in a landfill, impacting future generations? Is the Kool-Aid leaving a bad taste in your mouth? Clearly, purchases made to fill holes never provide wholeness. Rather, they can cause long-term problems such as debt and even more emptiness. They can result in lowered self-image, guilt, and feeling out of control. In the film The Story of Stuff, filmmaker Annie Leonard discovered that, of the materials flowing through the consumer economy, only 1% remain in use six months after a sale. Even goods we might expect customers to hold onto are soon condemned to destruction through either planned obsolescence (breaking quickly) or perceived obsolescence (going out of fashion).

30 March/April 2019 | retailinginsight.com

Far too many of the products we sell won’t even become obsolescent since they have no use in the first place. Here’s a telling challenge: Look through your shop and take a mental inventory of things you carry that have little or no use, things that will be set on a shelf next to other useless items, forgotten about in a drawer, or sent post-haste to a trash bin. Not that everything in your shop has to be strictly utilitarian – beauty and soul nurturing are profoundly important. However, with our planet and oceans inundated with plastic waste, and many not holding onto things for sentimental value, how are you contributing to this impactful scenario? The materials used, the forests destroyed, the waters poisoned, and the fossil fuels needed for manufacture and transport, are responsible for more than half of our carbon dioxide production. We’re all trashing the planet through our addiction to consumption.

So, what’s the solution? The question customers need to be asking themselves is: “Spending on what, why?” As a shop owner, your question is: “What can I do to support people to spend money in mindful, constructive ways?” Here Are Some Suggestions: Conscious selection of products for your shop – Always find out whether something is made in an earth sensitive way, is recyclable and is manufactured in Certified Fair Trade conditions. This may mean some re-thinking of your inventory selection. Make sure to explain to vendors why you’re making changes, and it couldn’t hurt to request they do the same to keep your business! Discourage impulse purchases – Studies show that over half of purchases are considered impulsive, with marketers aiming to stimulate mindless spending. It might feel risky to be the rational adult when, clearly, a customer wants something to plug that empty spot within. However, they just might thank you in the end, maybe becoming a life-long mindful purchaser. continued on page 32

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Under indulgence – Yes, we all have certain customers who dependably pay our rent with their frequent indulgences. However, actively encouraging their overspending, although good for your bottom line, will ultimately cause conscience aches. And karma-aches. Sell meaningful – Granted, items are only as meaningful as an individual decides they are. However, seek out products that are heartfelt, perhaps make an important statement, provide some soul nurturing, or add beauty to a home. Don’t give in to fads, items that afford a short-lived giggle (remember Big Mouth Billy the Bass and pet rocks?), or things that are guaranteed to land in a junk drawer. Sell useful – Offer products that are useful yet unique, things that are needed but never found at big box stores. For example, mass-produced soap available in supermarkets is obviously not appropriate for a specialty shop. However, a locally made, small batch, healthy, organic, aromatherapy scented soap just might be. Especially since, once hooked, customers will loyally return for more. Sell growthful – If body-mind-spirit is touted in your mission statement, educate customers about what that means. A line of inspirational cards; inner development books; holistic remedies. Anything that helps people evolve, transform or discover. Sell living – Did you know that in 2017 the number of 18- to 34-yearolds who bought houseplants reached a record high? Among other things, greenery clears toxins in the air and helps us feel calmer and homier in city life. Support those green-thumbed, aching- to-carefor-something apartment dwellers by providing a selection of living things in your shop. Express love creatively – An imperative part of retail is helping people express caring by purchasing gifts. Diminishing the health of the earth and its inhabitants to accomplish this is incongruous, hypocritical and shows that they don’t really care. Give customers creative options! Cookbooks to inspire baking a cake for their honey; elegant journals to write them love poems; personalized towels to wrap them in warmth, hand-created jewelry that will be worn for years, etc. Bragging rights – Tell your customers and the world exactly what you’re doing and why. Spread the word to a larger audience by sending out press releases including pictures (local papers love local stories). Put educational signs in your displays and insert in their bags. Add information to your receipts. Post on social media. Not only will people appreciate your planetary commitment, they might do a bit of navel gazing at their own O.C. levels. Look in the mirror – Often, we subconsciously choose a profession to help in our own healing journey. With that in mind, what is your personal relationship with O.C.? Are you in the object-selling business because of your own unresolved addictiveness? What is the hole you’re trying to fill? Is there something you’re supposed to learn that will help your higher evolutionary process, and thus, your customers?

32 March/April 2019 | retailinginsight.com

Essentialism: The opposite of O.C. Imagine you’re out for a nice dinner and, instead of asking for a doggy bag, you scarf every drop of that yummy pasta until you’re stuffed. The following day, you’re bloated, disgusted at how much you overate the night before, sickened at your lack of self-control. “Now, I need to go to the gym and work off those calories, but that rich food from last night is making me not want to move off the couch. I think I’ ll just veg and read all day. After all, it’s been a tough week and I deserve to relax.” If this scenario sounds familiar, think of how good it would feel to NOT do that. Admittedly, faced with a plate of scrumptious food, it’s easier said than done. And, instant gratification is tough to logic away. Just like it’s challenging for customers to not snap up a bargain, or purchase that knickknack guaranteed to make their life complete. With that picture in mind, let’s talk about essentialism, which is defined as the disciplined pursuit of less. It’s a mindset, a way of life, a minimalistic choice to apply constantly, and, eventually, effortlessly. Based on how far into over-consuming and overdoing and overeverything we’ve become, this is an idea whose time has definitely come. Essentialism is about applying a more selective criteria for what’s essential, what’s truly important, what fits with your mission statement. This quest allows regaining control of choices so that you channel time, energy and effort into contributing toward goals and activities that matter. The way of the essentialist involves doing less and prioritizing better. You then make the highest possible contribution to your life, your soul and your business’ highest purpose. It challenges the core assumption that “we can and should have it all,” replacing it with the pursuit of the right thing, in the right way, at the right time. It sees beauty in simplicity rather than more-is-better. Part of essentialism is being honest with yourself: Where am I out of balance and why? And, the perks? The feeling of being overwhelmed goes away; life feels in control; there’s more time and energy; and ultimately, clarity of direction. For the stereotypical overachieving entrepreneur, aspiring toward essentialism gives tremendous freedom. It puts life into perspective, allowing you to feel like you can accomplish even more. Instead of waking up each day feeling rattled with how much you have to do, never knowing where to start, manufacturing excuses to avoid doing things, essentialism can give structure to even the most A.D.D. brain. As you commit to your inner essentialist life, it becomes second nature to encourage it in your customers. Instead of encouraging “you simply must buy this__,” your attitude will be “do you really feel that this __will be cherished, useful, add joy and beauty to your life, and not end up in a landfill?” Your sales spiel might have to transform, but you’ll figure it out. The best part? There will be no guilt to confess! Royce Amy Morales is the director of Perfect Life Awakening coaching, and the author of Know: A Spiritual Wake-up Call. Morales is the former owner of Harmony Works, a soul-nurturing shop in Redondo Beach, CA.

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Keep an

EYE

on Your Price The Science and Psychology of Successful Pricing

34 March/April 2019 | retailinginsight.com

ne of the most important factors affecting your business revenue is your pricing strategy. No matter how wonderful your product or service is, if it isn’t priced right, you won’t be able to sell it. A good strategy helps you find the best price point that will help you maximize your sales and resulting profits. Successful pricing is not just about putting a numerical price on an item or service based on a set multiple of your costs. Nor is it about seat-of-the pants instinct modified by what the competition is doing. Instead, for pricing to bring the most profit, it is helpful to employ a set of strategies that involve emotional and psychological considerations as well as the more scientific. When taken into account with your pricing strategy, psychology and emotion can have an amazing effect on your bottom line because you can increase your price over and above your cost-based price. No matter what method you use to price, however, ultimately your price must cover all of your business costs while, at the same time, maintaining a price at which your customers will still purchase your product or service.

Cost-Based Pricing

By Uma Silbey

Cost-based pricing refers to a pricing method that adds the costs associated with a product to an additional margin that will ensure the re-purchase of that product as well as a profit. Full-cost pricing and marginal pricing are two methods within this pricing category. Full-cost pricing includes a share of all the business costs in determining the final price of an item. For example, if you have 20 items to sell, a portion of your overhead, sales, administrative and other costs would be divided evenly between all 20 items in order to determine your cost and eventual price. In contrast, for marginal pricing, the only costs that are used to figure your price are those that are specific to the 20 items and then a margin is added to that. No overhead or other costs are used to calculate the price. It is hoped that enough items are sold to cover the overhead and leave a profit. The advantage of full-cost pricing is that it ensures that all of your overhead costs and profit are covered with the sale of each item. It is fairly easy to calculate, will likely turn a profit, and is easily justified since the profits are based on actual costs. The disadvantage is that it may boost your eventual price so much that your sales of that product slow down. You also have much less flexibility in your eventual price. The advantage of marginal pricing is that since it doesn’t add a share of the overhead

and other costs on an item, it doesn’t drive the price up so much that sales suffer. You also have more flexibility to price with other market considerations in mind. The disadvantage of marginal-cost pricing is that you need to be sure that your other costs and profit are eventually covered by what you sell. Using the full-cost pricing method, first add together all of your material, labor, selling, administrative, and other overhead costs with enough of a markup percentage to allow for a profit margin. Then divide by the number of units you expect to sell. To illustrate; you may decide that you want to make a profit margin of 50 percent on 1,000 items that you have to sell. Your total purchasing and overhead costs allocated to that item are $1,500.00, which means that your 50 percent profit margin would be $750. When the $750 is added to the $1,500 cost, the total comes out to $2,250. Dividing $2250.00 by the 1,000 items you want to sell, the resulting total cost of the product per unit comes to $2.25. In other words, if you sell the 1,000 items for at least $2.25, you will have a 50 percent profit of $750. Since it is highly unlikely that each of the 1,000 items that you want to sell cost the same to purchase, you can break this down by item rather than average the cost of all your items. In other words, if the purchase price is $.75 for half of the items and $1.25 for the other half for a total purchase price of $1,000, to

Vendor Marketplace | retailinginsight.com 35

those prices you allocate $.50 to cover the $500 remaining overhead for the 1,000 item total for a cost of $1.25 for half the items and $1.75 for the other half. Then you add you 50 percent profit margin of $.75 to each of the 1,000 items, which, in turn, determines your final price of $2.00 for 500 of the items and $2.50 for the other 500 items. If you sell all 1,000 items at these two prices, it will still result in sales of $2,250 with a profit of $750.

Keep an Eye on Your Competition When using a cost-plus formulaic pricing strategy, it is important to research what your competition is charging as well. If you find that your competition is charging much less than the price you set based on cost-plus pricing, you may need to reduce your costs or lower your profit margin. If they are charging more, you may be able to raise your price for more profit. When adjusting prices based on competitive prices, however, be careful that you don’t lower your price so much that you aren’t profitable, or that your products are

36 March/April 2019 | retailinginsight.com

then perceived as cheap or worth less than your competition. Likewise, if you price too much higher than your competition without enhancing a sense of your product’s value, your sales may drop.

Emotional, Psychological, and other Pricing Strategies Cost-plus and margin pricing are not only some of the most widely used pricing strategies, but they can also establish a baseline price upon which you may add other pricing techniques that may greatly expand your profitability. These useful strategies include premium pricing, price anchoring, price skimming, and penetration pricing, among others.

PREMIUM PRICING AND PRICE SKIMMING Premium pricing, a value-based and positioning pricing strategy, is when you use price to communicate that your product has features that make it worth more than what your competition offers. When you use a

value-based or premium pricing strategy, not only are you appealing to your customer’s logic, but also to their emotions. Premium pricing involves setting a higher price than would be warranted by cost-based pricing alone. Whether it is a unique product, one with superior workmanship or quality, or a service that no one else provides, your job as a businessperson is to create a sense of perceived value so that your customer is willing to pay the higher price tag. You can create a sense of value through marketing and publicity, your store’s décor, packaging, by featuring products with point-of-purchase information, or linking them with respected leaders in your field through endorsements or positive reviews. Usually, premium pricing is only effective for a limited length of time. Once competitors start carrying the same product and it becomes more widely distributed, you will be forced to drop your price to be more in line with your competition. Price skimming, related to premium pricing, is designed to help you maximize the sales on new products by setting your prices high

during the introductory phase of a new product, then lowering it later in the product’s lifecycle. Rather than having to create a sense of value, the fact that your product is brand new is enough to warrant the higher price.

if they buy the first two, for example. No matter what the bargain is, it is important to adjust your sales copy or have prominent signage to point your customers toward these offers. Also important is to have included extra profit margins in initial pricing so that you can afford to discount.

PRICE ANCHORING This is an effective pricing strategy to increase sales for your products. Anchoring refers to the human tendency to rely on the first piece of information, the “anchor,” when making subsequent decisions. Once an anchor is set, the brain interprets new information according to a bias formed by the anchor. With respect to sales, if you place a higher priced item next to a lower priced item, you will create more of a demand for the lower priced item. In other words, if you place a several smaller crystal balls next to a larger, $1,000 crystal ball, people will tend to buy more of the smaller crystal balls at $100 than if they were priced at $65 while shown separately. If you arrange your store’s products with this in mind, you will be able to charge more and will increase profit.

PENETRATION PRICING Penetration pricing is used to attract buyers by offering a lower initial price for either product or services to draw the customer’s attention toward you and away from your competitors. With such pricing, you are trying to penetrate a new market or a market that already exists, but one in which you don’t have enough market share. With penetration pricing, you encourage customers to try your new products or services and to familiarize themselves with what you offer. It is great for introducing new product, a new store or service. The disadvantage of this strategy is that you risk not covering your expenses, especially if you don’t get the sales that you anticipated by offering an inexpensive price. When you set your price low initially, it may be hard to raise it later.

Odd Numbers, Simple Prices and Good Experiences There are other considerations when setting your price that are quite psychological in nature: The first is to keep your prices simple. Prices that are more complicated look and sound higher. For example, $100 is more effective than $100.00. The second way to increase your price and profitability is by adding an odd number to your price’s ending. Because the eye moves from left to right, subconsciously customers will view the price as closer to the number on the left and round down on the right. We probably have all seen this in action. $4.99 is psychologically perceived as $4.00 rather than $5.00 even if our rational mind says differently. All in all, to profitably price, it is best to be scientific as well as creative in your pricing while, at the same time, keeping a close eye on your results. This is true no matter what pricing strategy you are using. Since the ‘70s Uma Silbey has been known for her pioneering work with crystals, stones and tools for consciousness. Her music, books, videos and podcasts can be found at www.umasilbey.com

BARGAINS There is no doubt that people like to get a bargain. Sales, discounts and giving something for free are some of the ways to do this without seeming to lower your price and suggesting that your product or service lacks value. Bargains have the ability to drive customers to buy now, or to buy more than they normally would, thus boosting sales. Emphasizing free offers works wonders. Customers will buy more books when they get a free bookmark, for example. Free samples lead to more sales of what is sampled. Offering a free small crystal when a customer buys a larger stone will work wonders. Bundling products also works well. You will tend to sell more candles if you offer a third candle for half price

Vendor Marketplace | retailinginsight.com 37

INSPIRATION in a box? I’ ! t s an idea customers are loving

Whether they are buying inspiration decks because the illustrations are stunning or because they want visual aids for meditation or because they want a positive message to help them through their day, they are buying them — and publishers are responding with new decks to keep the trend going. There’s something for everybody: angels, buddhism, new thought, nature wisdom, and even crystals. Of course, they can all be used for divination as well.

DECK ROUNDUP

Find Your Light Inspiration Deck Sara Burrier $22.95 ISBN 978-15-7281946-7 U.S.Games Systems, Inc. www.usgamesinc.com

Inspired by the world of fairies, mermaids, and angels, Burrier has used traditional watercolor, gouache, colored pencil and ink to create these 44 magical cards. The 28-page booklet of affirmations adds words of empowerment to the imagery. Readers are encouraged to reflect, define and take transforming action. This deck illustrates the forces that are there to guide us through change so that we can claim our true destiny.

38 March/April 2019 | retailinginsight.com

Enlighten Up Card Deck Andrea Smith $19.99 ISBN 978-15-8270673-3 Beyond Words, beyondword.com

World peace artist and activator, Andrea Smith, has created 34 mixed-media paintings for this dynamic deck. The paintings get right to the point, a point which is communicated in one word on the front of each card. The 80-page guidebook contains brief reveries on each of those words. This is a powerful tool that anyone can use regardless of their personal philosophy or experience level.

Buddha Wisdom, Shakti Power: Introduction & Greeting to Permanent Impermanence Laura Santi $22.95 ISBN 978-15-7281947-4 U.S. Games Systems, Inc. I www.usgamesinc.com

Created in the style of ancient thangka art, this 50-card deck introduces readers to some of the deities, bodhisattvas, mandalas, demons, and historical figures in the Buddhist and Hindu pantheons. Santi’s modern interpretation of thangka style makes the complex symbolism of these paintings more accessible to Western readers. The 92-page illustrated guidebook contains additional information.

The Spirit Animal Oracle Colette Baron-Reid, illustrations by Jena DellaGrottaglia $29.99 ISBN 978-14-019-5279-2 Hay House I www.hayhouse.com

DellaGrottaglia’s 68 magical animal portraits bring the archetypal symbolism, which Baron-Reid has brilliantly put into words in her 208-page guidebook, to life. Human beings used to communicate freely with the animal world and this deck is intended to restore that ancient connection. The card images form a visual interpretation of Baron-Reid’s wisdom-filled commentary.

The Empathic Oracle Steve Wilson Michelle Motuzas $29.99 ISBN 978-07-6435590-5 REDFeather I www.schifferbooks.com

These striking 56 cards attempt to explore the many aspects of being an empath. The 144-page full-color guidebook adds words to the emotive images. Being an empath can be overwhelming. This deck wants to help empaths learn to identify, process, and command the emotions that can be extremely invasive and disturbing. If empaths can take command and master anxiety, they can be of great help to the world at this crucial time.

Vendor Marketplace | retailinginsight.com 39

Transformation Oracle Sonya Shannon $34.99 ISBN 978-07-643-5592-9 REDFeather I www.schifferbooks.com

This 44-card deck is unique because the images were created (or “received”) first. The text was created second. With a strong, practical background in digital art and special effects, Shannon is also a spiritual healer who works extensively with childhood abuse survivors. She has created a tool that is as modern as it is potent. The 152-page full-color guidebook contains practical exercises as well as insight.

Crystal Grid Oracle: Spiritual Guidance Using Nature’s Tools Nicola McIntosh $21.95 ISBN 978-19-25682-60-1 Rockpool Publishing I www.redwheelweiser.com

Crystal grids are trending right now. This 36-card deck captures the magic and power which they contain. Drawing on sacred geometry, herbal medicine, and the inherent energy of crystalline structure, this deck is meant to open readers to a new level of energy healing. These are powerful images to take into meditation. The 84-page full-color guidebook details the specifics of each unique grid.

Dark Mirror Oracle Cards Laura Sava, artwork Riccardo Minetti, text $19.95 ISBN 978-07-387598-07 Lo Scarabeo I www.llewellyn.com

This intense deck was created to help those who feel trapped by their Shadow Self. The 32 haunting, emotive images will trigger repressed feelings and memories in readers. For customers who are stuck, this is the deck (and 128-page guidebook) to help them get to the core issues that are holding them back. Beautifully rendered with overtones of goth, vampires, and zombies, it will especially appeal to your younger customers.

The Power Deck: The Cards of Wisdom Lynn V. Andrews Rob Schouten, artwork $19.99 ISBN 978-15-8270694-8 Beyond Words I www.beyondword.com

Based on information revealed through the Sisterhood of the Shields, these 45 visionary images, deceptively simple in their composition, combine surrealism and symbolism as they convey deep wisdom and ancient insights. We are all responsible for claiming our own power. The 160-page guidebook will help readers understand self-limiting behaviors and the fears that underlay them.

40 March/April 2019 | retailinginsight.com

Messages from the Light Meditation Deck Joyce Huntington $22.95 ISBN 978-15-7281923-8 U.S. Games Systems, Inc. I www.usgamesinc.com

Created as seed thoughts to take into meditation, this 52-card deck offers connection between a preoccupied conscious mind and the Higher Self. The 24-page booklet contains concise spiritual statements to help deepen the understanding derived from the meditations. There is a safe quality to Huntington’s art that will help your customers relax into the wisdom-filled energy of the images.

Manifesting Your Greatness Amy E. Chase $34.99 ISBN 978-07-6435639-1 REDFeather I www.schifferbooks.com

Chase offers readers these 46 cards with no rules and no judgements. She suggests that they can be friends instead of instructors. At first glance, they seem to have more in common with graphic novels than esoteric wisdom. The 104-page, full-color guidebook is a standalone tool in its own right. Chase acknowledges that a force beyond herself carried her through the creation of this quirky, dynamic deck.

Spanda Cards for the Entrepreneurial Spirit: Bridging Ancient Wisdom and Business Acumen Andrea Adler & Sheila Lewis $19.95 ISBN 978-15-8270686-3 Beyond Words I www.beyondword.com

Beyond Words is proud to present the first card deck to combine spiritual wisdom and business know-how. Created by the “Metaphysical Marketer” (Adler) and a passionate educational innovator (Lewis), the 52 cards and 136-page guidebook are meant to move readers past reactive thinking and into the part of the mind where creativity makes miracles. Synchronicity is the driving force with this one.

The Spirit of Nature Oracle: Ancient Wisdom from the Green Man and the Celtic Ogam Tree Alphabet John Matthews & Will Worthington $22.99 ISBN 978-18-5906275-3 Eddison Books Limited I www.redwheelweiser.com

25 powerful tree illustrations are invitations from the Green Man to enter the world of Celtic wisdom. The voices of the trees speak wisdom that predates humans. Worthington’s laborintensive, handcrafted images bring readers to the edge of nature. Matthews’ comprehensive text in the 128-page guidebook shows readers how to connect with those primal forces and make them their own.

Vendor Marketplace | retailinginsight.com 41

How to Love Yourself Cards Louise Hay $17.99 ISBN 978-1-4019-5444-4 Hay House I www.hayhouse.com

From beloved Hay House founder, Louise Hay, comes this vibrant deck of 64 affirmation cards. Boldly illustrated, they convey Hay’s unique comforting style as they remind readers of the positive thoughts that will change their lives. It also reminds them that they choose their futures. The affirmations speak to a future of love, safety, healing, and open doors. The deck beautifully captures the essence of Hay’s life work.

Angel Power Wisdom Cards Gaye Guthrie Hiroyuki Satou, artwork $21.95 ISBN 978-15-7281952-8 U.S. Games Systems, Inc. I www.usgamesinc.com 40-page guidebook

Designed to help readers believe in themselves, these 45 elaborately illustrated cards combine traditional symbolism with modern artistry in order to help them connect with magic, miracles and angels. Satou’s magnificent renderings of the angelic realm lend credence to Guthrie’s reassurance (in the 40-page guidebook) of the productiveness of positive thought. Drawn in by the rich detail, customers will suddenly find themselves transported to another world.

Wisdom of the Buddha Mindfulness Deck Matthew Smith $19.99 ISBN 978-1-58270-674-0 Beyond Words I www.beyondword.com

Matthew Smith has applied a modern, captivating style to ancient Buddhist imagery ensuring that these unique 40 card images retain the respect expected in Eastern spiritual traditions. This deck, with its 120-page guidebook, will be a perfect starting place for customers interested in Buddhism and mindfulness. Experienced Eastern practitioners will appreciate the impact of Smith’s modernized iconic renderings.

Sweet Dreams: Night-time Affirmations Before Bed Rose Inserra $14.99 ISBN 978-19-2568221-2 Rockpool Publishing I www.redwheelweiser.com

Appealingly packaged, this mini deck of 40 cards will be a great impulse purchase item. Readers are meant to choose a card and read the potent message it contains just as they retire for the night. Then the card’s message will bring guidance and comfort during the night in dreams or in the twilight state upon rising in the morning. Beautifully simple, it’s a deck that’s hard to resist. Anna Jedrziewski is a new consciousness author and consultant and creator of TarotWise.com.

42 March/April 2019 | retailinginsight.com

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JEWELRY & ACCESSORIES

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fineprint As the growing season begins, customers will be focused on money/business. The ongoing global financial shakeup has everyone rethinking their financial strategies. Whether they are young adults who are just entering the workforce, retirees worried about their future, small business owners, or people who rely on small businesses for their livelihood, they are all reevaluating their relationship to money/business in a serious way. Major mind/body/spirit publishers are well aware of this and have answered the call with lots of insightful, empowering books on all aspects of the financial realm. From basic money/prosperity rituals to cutting-edge books on leadership in a changing economic world, they are providing you and your customers with a wealth of information and encouragement. What follows is a diverse selection of these amazing new business titles that envision abundance and full participation.

Giving: Purpose is the New Currency Alexandre Mars $21.99 H, ISBN 9780062912404 Harper One I www.harpercollins.com

When the topic of charitable donations arises, people can’t help but think of Melinda and Bill Gates. Together, they have created the model for not just giving a percentage of one’s wealth to foster positive growth in society, but perhaps more importantly, sharing state-of-the-art business skills to ensure that money donated is applied with the efficiency and expectations of a well-run mega-corporation. So how can your customers apply that model in their own lives? Scandal after scandal has made us all leery of “charities.” None of us want to give hard-earned money if it will be used to decorate someone’s office (or worse). Alexandre Mars took on that challenge and has worked diligently to create a solution. He suggests that philanthropy shouldn’t be reserved for the privileged few; it should be personally accessible to all. A successful trend predictor, he envisions a “giving” which is woven into the fabric of day-to-day society. He sees it as a participatory activity, an investment into society which will increase support for the person/ business which is donating. He suggests a world which routinely factors social impact into its decisions. It is an idea that younger generations are increasingly embracing. Mars has thought this through extensively. This book clearly and optimistically shares his experiences, insight, and projections.

50 March/April 2019 | retailinginsight.com

New and notable books for body, mind, and spirit by Anna Jedrziewski

Millennial Money Makeover: Escape Debt, Save For Your Future, and Live the Rich Life Now Conor Richardson $15.95 P, ISBN 9781632651457 Career Press I www.redwheelweiser.com

Millennials have entered the work force and are beginning to face the financial reality that has been imposed on them. It’s not a pretty pictured and they are reacting accordingly. Buckling under the weight of student loans and the high cost of a successful lifestyle/image, they are turning away from a model of success that defines achievement as the acquisition of the latest smartphone or pricey car or car, house..). Richardson has been there, done that and he fought his way out of that jungle back into a sane lifestyle. He has distilled what he learned into a six-step program that will take your customers from broke to rich — and the skills that he shares will work just as well for retirees as they do for Millennials. The solutions are simple once they are understood: eliminating debt, budgeting, shopping for value rather than status, and saving for the future. Implementing them takes work, but Richardson tells readers how to approach that in the most effective manner. The bonus gift he includes in the book? A thorough discussion of the rise of RoboAdvisors and how they can be integrated into an investment strategy that enhances rather diminishes the human side of business.

Seven Practices of a Mindful Leader: Lessons from Google and a Zen Monastery Kitchen Marc Lesser $16.95 P, ISBN 9781608685196 New World Library www.newworldlibrary.com Lesser learned to put philosophy into practice in the kitchen of Tassajara, the first Zen monastery in the West. He started as a dishwasher and worked his way up to head cook. That eventually gained him an invitation to take over as director of the center, which he did for a year before he left to get an MBA from New York University. What he learned in the kitchen at Tassajara still serves as his model for integrating meditation practice into daily life. It is based on the idea of work as a “place of service and a container for continual

learning”. Eventually Lesser was contacted by Chade-Meng Tan, an engineer at Google, who asked him to help create Search Inside Yourself, a mindfulness program Tan was developing for Google. The program was a huge success in the fast-paced, but open-minded Google culture. Lesser’s personal experience, coupled with the results from the Google program, led him to the top of the mountain and a seven-step protocol for corporate leadership which utilizes mindfulness practice as a key management tool. This book heralds a new day in corporate life and practice.

Money Magic: Mastering Prosperity in Its True Element Frater U.˙. D.˙. $17.99 P, ISBN 9780738721279 Llewellyn Publications I www.llewellyn.com

2019 marks the fifth printing of this state-ofthe-art tome which seems to finally be coming into its own. Frater U.˙. D.˙. began his studies with Eastern philosophies and then moved into the world of Western Ceremonial and Hermetic magic. From there, he charted his own course through the world of the occult, standing firmly on a foundation of formal study and personal experience. Eventually, he determined that manifesting affluence depends upon a combination of psychological disciplines and the more informal approaches to magical practice. He cautions against things like using money as a placeholder (focusing on the money rather than the car that the money will buy). He describes classical magical rituals, sigils, and good luck charms. Then he adds discussions from the psychological model of magic, i.e. creating a personification of money to interact with. He explains it all in this wonderfully thorough book.

Having Nothing, Possessing Everything: Finding Abundant Communities in Unexpected Places Michael Mather $17.99 P, ISBN 9780802874832 Wm. B. Eerdmans Publishing www.eerdmans.com

Michael Mather says of his arrival at Broadway United Methodist Church in Indianapolis, “I wanted to be a do-gooder who was sent to the inner city . . . to save and redeem . . . I began to see the power and agency in the people I came to serve.” Ultimately, he created a very financially successful church community. He attributes his success to the people who resisted his impulse to rescue them. In this book he recounts how those early parishioners taught him about the “theology of abundance” as he recognized their gifts and used those gifts to build the foundation of his ministry. In Making Sense of Money, he tells us that his world changed when he realized that he could use money to “support the gifts, talents, and dreams” of those he first thought of as poor and needy. In Getting Out of the Way, he reminds us that “when charity becomes institutionalized, we forget that we can respond charitably to our neighbor.” This is a book about hope and helping in the face of extreme disparagement and despair. Anchored in Christian tradition, there is little in this book that will be off-putting to people of other (or no) religious persuasions. It is a book about connecting rather than dividing.

Vendor Marketplace | retailinginsight.com 51

fineprint

Anna Jedrziewski

Leading Transformation: How to Take Charge of Your Company’s Future

Kakeibo: The Japanese Art of Saving Money

Nathan Furr, Kyle Nel, Thomas Zoëga Ramsøy $32.00 H, ISBN 9781633696549 Harvard Business Review Press I www.hbr.com

Fumiko Chiba $15.00 P, ISBN 9780525538035 TarcherPerigee I www.penguin.com

Don’t let the fact that this book comes from Harvard scare your customers off. These scholars are all about practical implementation and communicating clearly. To make the point, they have included a graphic novel version of the book in the appendices. They are telling readers that cutting-edge technology without the practical insights of behavioral science will remain stuck in the academic ivory tower, rather than becoming the “one more thing” that gets customers’ attention. It’s the difference between Apple and Polaroid. The book includes digital tools intended to help readers side-step behavioral traps. They explain why the tools designed in the era of relative organization and economic stability (the era of coordination and control) aren’t of use in the era of uncertainty. In an open-ended discussion befitting the message they are delivering, these authors want to help you and your customers break up bottlenecks and courageously navigate the unknown. Admittedly, the cover design is still a little toned-down and scholarly but it will be worth your while to walk customers past that and help them discover the visionary excitement that lies within the pages.

The Chaos Protocols: Magical Techniques for Navigating the New Economic Reality Gordon White $17.99 P, ISBN 9780738744711 Llewellyn Publications I www.llewellyn.com

According to a two-thousand-year-old Hindu epic we are living in the age of Kali Yuga, the most challenging incarnation possible. It’s not good news, but, admit it, it’s a relief to know that you’re not imagining how difficult life on this planet is right now. Gordon White, a leading practitioner of Chaos Magic tells us that we are a biosphere in crisis, but he also says that seven decades of psychological research has made it pretty clear that maintaining a positive attitude in the face of challenge is the surest path to eventual success. He tells us that there are no safe harbors left, but that the open ocean is comparatively safe. Readers who are new to facing reality with open eyes and taking the hit straight up might feel like they have followed Alice down the rabbit hole. Those who have at least dabbled in the world of seeking opportunity rather than security will be delighted by White’s insightful, sardonic, and straight-forward communication. The introduction to this book alone is worth the purchase price. And White’s message, for readers who are willing to give up their preconceived ideas, is in the end, highly optimistic. He delivers all of it with a slightly humorous overtone in that aloof and conspiratorial voice that only the British can pull off. This is a book for readers who want to face the facts and maintain their sanity while they do.

52 March/April 2019 | retailinginsight.com

Part money management training manual, part lifestyle coaching, and part treasure mapping tool, this Western introduction to the traditional Japanese Kakeibo method, is extraordinary. Beautifully designed in the easy-yet-powerful graphic style that the Japanese are famous for, the book invites you to explore the system that it offers. The Kakeibo method was created by journalist Motoko Hani and published in a women’s magazine in 1905, in order to help housewives take control of financial decisions and build a plan for financial wellbeing. It continues to be a proactive fixture in a culture which values economy and financial self-sufficiency. Using it is simple. The reader just uses it to track daily spending, then sits down at the beginning of every month to review the past month’s spending and allocate the coming month’s money. (The book isn’t tied to specific dates so readers can begin on any day in any month.) The point is to focus on spending money well, differentiating between “musts” and “wants”, being clear about the amount of money which will be available, and strategizing about how to keep it all in balance in the month ahead. (The Japanese sometimes put money in separate envelopes to ensure that it is spent in the manner which has been predetermined in the Kakeibo.) The quotes at the beginning of each month are motivating, reassuring, and humorous. For example: Even dust amassed will grow into a mountain.

Humble Leadership: The Power of Relationships, Openness, and Trust Edgar H. Schein and Peter A. Schein $19.95 P, ISBN 9781523095384 Berrett-Koehler Publishers I www. bkconnection.com

As younger (Harry Potter) generations enter the workforce, they bring with them different values and expectations. They are not a good fit with old school managers who believe in domination and coercion. This father and son team are spreading the word that an inflexible corporate leadership style, based on vertical hierarchies, is not only out-of-date, it is also a deadly course of action in a changing world. They are already noticing a drift toward a leadership style based on openness, trust, and teamwork. That doesn’t mean it won’t be effective in very structured organizations. They cite Singapore as a prime example of how Humble Leadership can create economic success in a highly structured environment. They go on to demonstrate the successful application of this leadership style in the US Military, in the practice of medicine, and in educational institutions. As far back as 1945, German sociologist Kurt Lewin, working at MIT, discovered that teaching and learning was greatly enhanced when teachers, instead

of “telling” students, asked them to have personal experiences and then analyze those experiences with the teacher’s help (now known as “experiential learning”). All of the above is just the tip of the iceberg. The book contains a wealth of insight into leadership and business relationships in today’s world. If you (or your customers) manage people in any way, shape, or form, this is a book you will want to read

Believe to Achieve: See the Invisible, Do the Impossible Howard “H” White $16.99 P, ISBN 9781582706900 Beyond Words/Artria I www.beyondword.com

Originally published in 2003, this updated edition of the book is even more relevant today than when the first edition was published. Phil Knight, CEO of Nike, says in the foreword, “If business is war without bullets (and I believe it is) then Howard White and I have been in the same foxhole for over thirty-five years.” That’s the kind of loyalty and respect White has accrued. That’s what he hopes to pass along in this book. The book is divided into two parts: The Apprentice and The Master. White

tells readers that there must always be someone to show the path. He expresses gratitude that there were always people in his life to help him see far greater things than he could have imagined by himself. He says that we all have to make our own choice between the light side or the dark side, and he’s grateful to the people who helped him choose the light side. He tells us that while he had many teachers, his mother was his Master, and that she taught through small daily lessons and the example of a simple life lived with pride, dignity, gentle greatness and great faith. It is consistency and commitment that instills the habit of successfully looking to the higher path. My favorite part of this book is that White recognizes that upbringing as the tremendous leg-up that he was given by his Master. He shares that there is always a process to making things happen and that at any point in time, there’s a lesson available to those who are paying attention. He believes that our journey is a circle which lets us know that we are all connected. “When we change our lives for the better, we also change the world for the better, and vice versa.” The theory is uplifting, but his words are down-to-earth and the guidance he offers is very, VERY practical. ANNA JEDRZIEWSKI is a new consciousness author and consultant, as well as founder and director of Spirit Connection New York, Inc. SpiritConnectionNewYork.org

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playlist

Reviews of great music to sell and enjoy by Bill Binkelman

The Piano Guys

Last Passing of Summer

Life

Portrait (under license to Sony Music Masterworks) www.thepianoguys.com

David Lindsay Fallingfoot Records www.davidlindsaymusic.com

The Haiku Project Real Music I www.realmusic.com

The Piano Guys (Paul Anderson/producer and videographer, Steven Sharp Nelson/cellist and songwriter, Jon Schmidt/pianist and songwriter, and Al Van Der Beek/music producer and songwriter) are a legit phenomenon, both musically and on the Internet. The songs on Limitless include originals, covers, and sometimes an intermix of two pieces, e.g. the opening cut interpolates Liszt’s Hungarian Rhapsody with Coldplay’s “Something Like This.” What stands out on every recording by these “guys” are three things: the unique arrangements by Van Der Beek, the artistic virtuosity by the musicians, and the amazing musicality of each and every song. Whether energizing or laid back, each song is a sheer delight.

54 March/April 2019 | retailinginsight.com

This is acoustic guitarist Lindsay’s second release and it’s even better than his previous effort, Nightbound, which itself was an excellent album. Recorded at Will Ackerman’s Imaginary Road Studio and featuring the “usual suspects” of guest musicians, Last Passing of Summer epitomizes the subgenre of autumnal soundscapes. Somber, intensely beautiful, reflective, yet infused with humanity and warmth, this would positively be in my rotation for drives through the country on late fall days. Each of the twelve tracks take a slightly different approach but the “whole” of the album defines the term “haunting beauty.” One of the best albums from 2018.

Life, The Haiku Project’s fourth album on Real Music, mirrors the title by offering up a variety of music, just as our planet is abundant with so many species of life. Henrik Hytteballe is the man behind The Haiku Project and he is joined by guests on acoustic and electric guitar, duduk, and vocals. I believe Hytteballe plays piano and keyboards (although that is not overtly stated). From the opening somberness of “Little Calf,” the listener transitions to the bluesy “A Turtle Song,” and then proceeds on through nine more musical explorations of various genres—ambient, neo-classical, new age, chill-out—it’s all here and all expertly performed by all involved.

The Space Within Reneé Michele Self-released www.renee-michele.com

Pianist Reneé Michele returned to the Vermont countryside to record her newest album, The Space Within, at Imaginary Road Studios with Grammy-winner Will Ackerman producing. The Space Within is, by turns, sublime, beautiful, introspective, somber, and romantic. Michele exercises complete control of her piano’s tone, shading, and nuance, playing with a combination of artistic restraint and subtle drama. The ten tracks (composed by the artist) are comprised of three solo pieces and seven featuring an assortment of the usual top-notch guest stars that frequently appear on Imaginary Road recordings. For me, The Space Within mirrors the autumnal mood of David Lindsay’s Last Passing of Summer, switching his guitar for her piano.

Prayers on the Wind Dean Evenson & Peter Ali Soundings of the Planet www.soundings.com

There are very few artists in the New Age genre who consistently, year after year (actually, decade after decade) deliver high quality music while also keeping it fresh. Dean Evenson is definitely one such artist (Deuter also comes to mind). Prayers on the Wind is a relatively sparse release for him, featuring Dean on silver flute and Peter Ali on an assortment of Native (wooden) flutes, and subtle synthesizer shadings from Phil Heaven. Discrete nature sounds come and go through the fourteen tracks, such as waves, bird song, et al. This album is a must-have you’re your massage therapist customers (it runs exactly 60 minutes) due to its serene, relaxing mood throughout.

Passage Michael Logozar Self-released www.michaellogozar.com

and violin. Passage is a fantastic and gorgeous album from first to last track, showcasing a deeper, richer collection of musical approaches than on Logozar’s solo piano recordings (not meant as a knock on them, of course). A subtle mixture of tempos and moods is unified by the artist’s sensitive, nuanced playing, which has been his hallmark throughout his career. Many songs evoke a soft sense of romanticism or reflection/remembrance.

Oasis Lisa Hilton Ruby Slippers Productions www.lisahiltonmusic.com

The First Lady of jazz piano (apologies to Diana Krall fans) pares down to a trio for her latest release. Joined by bassist Luques Curtis and drummer Mark Whitfield, Jr. Hilton (a truly unselfish musician) still finds a way of allowing her rhythm section players to take turns in the spotlight, but obviously, since she carries the melodic load, her piano playing takes center stage frequently. She is more than up to the task. Oasis only features one cover tune, (Gershwin’s “Fascinating Rhythm”) along with ten originals covering a broad range of jazz stylings, all of them a delight. Of note, the mix and mastering are textbook and flawless!

Carpe Noctem Peter Calandra Self-released www.petecalandramusic.com

Pianist Peter Calandra has a long history of playing with orchestras and composing orchestral soundtracks, but his recent recordings have been more along contemporary instrumental lines. It was always his desire to record an album like Carpe Noctem. He has succeeded to such a high degree that it’s hard to sum up how praiseworthy this album is. Featuring sacred chorales and orchestra, the CD’s eleven tracks evoke awe, wonder, and exhilaration. Some songs are powerful and dramatic (“Aurora Scanderé” is stunning!), while others feature a subtler sensation of beauty. One need not be religious to enjoy Carpe Noctem; one only needs to appreciate music that stirs the soul and soothes the spirit.

Atypical for pianist Michael Logozar (who usually records solo piano albums), Passage features him on other (programmed) instruments and also has him accompanied, at times, by a guest musician on cello, viola

Vendor Marketplace | retailinginsight.com 55

playlist

Bill Binkelman

Perihelion…the turning point

Music For Sleep

Al Jewer & Andy Mitran Laughing Cat Records I www.al-jewer-and-andy-mitran.com

Various Artists Domo Records I www.domomusicgroup.com

As they did on 2016’s Transmigration, f lutist Jewer and multiinstrumentalist Mitran “invited some friends” to join them on a musical voyage of exploration. Perihelion features prominent guest stars galore, including (among others) Sherry Finzer, Erik Scott, Miriam Stockley and Michelle Qureshi. Despite the “spacy” cover art, the album’s fourteen tracks frequently pulse with energy, featuring influences from multiple music genres scattered amongst the 14 tracks. The album’s strength is not just the variety of music but the abundance of awesome musical talent present on the CD. In-store play will almost certainly draw interest from your customers.

I haven’t received a compilation album from Domo Records for some time, but I’m pleased to get this one. Music For Sleep is one of the more varied “relaxation music” releases in recent memory. Artists featured include, of course, Kitaro, as well as Dave Eggar, Hiroki Okano, Benedetti & Svoboda, Fumio Miyashita, Steve Anderson, and Ema & Esoh. While piano/keyboards are prominently featured on many songs, the artists wield their instruments in different fashion. The varied approach may make this less of a “sleep” release and more of a de-stresser, but that doesn’t take away from the quality of the music on the eleven tracks one bit.

Bill Binkelman has been reviewing New Age, ambient, and world music since 1997. Email him at bill@retailinginsight.com.

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Five Tips to Declutter Your Shop by Royce Amy Morales

Does the sales floor of your shop look picture-perfect at all times? Meanwhile, do places customers never venture into resemble a

post cyclone zone? Do you struggle with the muddle of clutter not knowing where (or how) to address it, keeping you overwhelmed and stuck? Although much has been written about the importance of decluttering a home, not much has been offered about clutter in a retail environment. It goes beyond saying good riddance to slow moving inventory with clearance sales. It means purging, organizing, relocating, and rethinking use of space. It also means confronting the subconscious deeper meaning behind messes. Why declutter? Clutter might be out of sight, but truth is, it’s never out of mind. Even tidy shops may have clutter fluttering somewhere, but most likely not in customers’ sight. Maybe the backroom packed with extra bags; a desk that hasn’t seen the light of day; a basement jammed with shipments to be displayed. Clutter multiplies like rabbits when it’s banished to an area no one sees. By decluttering, you’re shifting those vibes and customers will feel the difference even if they don’t see it. Benefits from decluttering are vast, physically and psychologically. It relieves stress by providing a sense of control and accomplishment. Most importantly, since clutter is an energy zapper, decluttering can actually make you more productive! People who live in a state of chaos are often prone to procrastination and may have a difficult time committing. They get anxious and overwhelmed with change, and often give up before even starting something. Needless to say, they may feel bad about themselves. Does this describe you in some way? Keep in mind that everything interconnects, so, if you’re not taking care of the clutter in your business, you may not be taking care of yourself in some way either. 5 Decluttering Ideas

Speak to it.

Imagine all areas of your shop symbolizing parts of you, each reflecting something going on subconsciously. Have an honest conversation with those areas to find out what they’re expressing to you or the world. For example, a desk piled with paperwork might be saying, “Help, I’m overwhelmed and have no idea how I’ll ever catch up with these bills. I need someone to rescue me!” Then, ask probing questions about why you believe you’re powerless and need others to save you from messes. If emotions come up during this process, allow them to be felt since sometimes the truth hurts. Even though clutter works against us, we choose to keep it around because it’s “comfy” and predictable, like staying in an abusive relationship.

Plan ahead.

Choose one area to tackle, prioritizing based on the severity of the situation. Set aside enough time to complete the task before moving to the next area. Perhaps create a decluttering challenge game, like “beat the clock,” to make it feel more like fun. Before you commit

58 March/April 2019 | retailinginsight.com

to decluttering a large area, start with small projects to prime the pump. It’s less of a burden to confront one drawer, one shelf, or one corner of the room and will give you a feeling of accomplishment. Set a timer and work for 15 minutes, undertaking as much as you can. Taking baby steps can eventually lead to big changes in your clutter quotient. As part of their spiritual practice, monks clean in the morning to create a “breathing space for the mind” and “to have a pleasant day.”

Sort it.

Professional organizers suggest having three piles: Tossing, Keeping, Storing. This method forces you to make decisions item by item. Once you’ve arranged things this way, determine a place to put away the “keep” pile, a way to store things like plastic bins, and whether to recycle, trash or donate items in the “toss” pile. If you have scads of unsold merchandise you’ll never put out to sell, donate it, or have a clear the clutter sidewalk sale. Keep like things together and store items close that you use frequently. Make sure to label those boxes and bins and don’t use them as just another way to keep your clutter. Scan important documents for a digital record, then shred the rest. Store older files, such as taxes, in a bin you don’t need to access often. Designate a space for important mail or things you need to act on soon. Add shelving above things you’ve been putting on the floor. Install hooks inside the door to hang things. Take advantage of vertical space, even utilizing ceilings or rafters.

Intuit intention.

In the KonMari method of “tidying up,” Marie Kondo likens organizing and cleaning as a spiritual, self-inquiry, meditative experience. She advocates “…carefully communing with each item as to whether it sparks joy, conversing with oneself through the medium of possessions.” Imagine or visualize the space as you want it to be, how Zen it will feel. Write down what you desire with details, exploring all your senses. The more details the easier it will be to create your intention.

What’s your excuse?

Clutter can symbolize not wanting to change or not wanting to face something. For example, you may not want to know how bad your financial situation is, so you toss bills haphazardly to avoid the truth. There might be other passive-aggressive tactics expressed through your cluttering, so take a look. Write a list of 20 things you need to do but are ignoring. Post it somewhere in plain sight. A visible, written list helps empower completion. It might be tough clearing out clutter, and even tougher to keep it that way since “nature abhors a vacuum,” as they say. Doing a little bit at a time really helps. However, if clutter abounds again, don’t beat yourself up! Realize how much better you’re doing and acknowledge your progress… or have a nice chat with those excuses!

Royce Amy Morales is the director of Perfect Life Awakening coaching, and the author of Know: A Spiritual Wake-up Call. Morales is the former owner of Harmony Works, a soul-nurturing shop in Redondo Beach, CA.

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Ohm Therapeutics Sound Healing.....................22 505-455-7556 I www.soundhealingtools.com

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READ THE ONLINE EDITION U.S. Games Systems, Inc. .....................................43 800-544-2637 I www.usgamesinc.com

• Share your favorite articles of Chocolate 8 • Wei Search by ...................................................... key terms for

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