RETAILOBSERVER.COM JULY 2014
4
JULY 2014, VOLUME 25, ISSUE 7
CELEBRATING OUR 25
TH
YEAR
AS THE RETAIL OBSERVER
PUBLISHER/MANAGING EDITOR
E LIANA BARRIGA
DIRECTOR OF SALES AND MARKETING
MOE LASTFOGEL
ART DIRECTOR
TERRY PRICE
CONTRIBUTING WRITERS
RAY AIELLO
BILL BAZEMORE
TIMOTHY BEDNARZ
CATIE BLOOM
KEVIN HENRY
JOHN TSCHOHL
E LLY VALAS
LIBBY WAGNER
JOHN WHITE
RALPH E. WOLFF
DEADLINE FOR SEPT. 2014 ISSUE:
AUGUST 1, 2014
THE RETAIL OBSERVER
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On the Cover:
Jackson Design & Remodeling, San Diego,
Winner of 2014 CotY Award,
Kitchen over $120,000.
The Retail Observer website is hosted by Market Digitally
THE RETAIL
Printed on Recycled Paper
KEEP EARTH
IN BUSINESS
Eliana Barriga
letters@retailobserver.com
Until next time,
Elle's View As I See It
D
isney recently released the movie, Maleficent, a rendition of
the fabled story of Sleeping Beauty. (Spoiler Alert) We learn
that the witch is not a witch at all but a wounded, broken-
hearted fairy and that the king sent his daughter away to live in the
woods—not for her protection, but to fulfill his own selfish agenda. The
movie shows us that what you see is not always what it seems.
It's human nature to fill in the blanks when we are not given the
whole story. I watch as small businesses open and close with barely a
ripple in the communities they serve. It's as if they never really existed
at all, their stories never told.
Create your story and set the stage on your showroom floor. Scream
it from the rooftops why you are there! Participate in as many local
events that you can find and make a statement with a booth, flyers and
giveaways. Give fun details and visuals of all of your product offerings
and special services. On your social sites, keep your customers up to
date in real time on special promotions and events. When they visit,
welcome them into your business with excitement and introduce them
to your staff and management team. For those who do make a
purchase, follow-up with a gift of thanks and make it a point to keep in
touch. Give them a good story to tell and they will share it with others.
There's a reason why so many go to great lengths to travel across
town to shop, instead of exploring the independent store right down
the street. It's simple—they took the time to tell their story.
STORIES
UNTOLD
