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We’re already a couple weeks into 2010, and if you’re lucky, you’re past the point of holiday madness and possible product returns. Last month we asked you about your holiday return policy, and almost 75 percent replied that they keep their policy the same all year, with a jolly bunch claiming to be a bit more lenient during the holidays.
Regardless, this brings up a point to address — do you have set policies for daily operations that all employees are aware of?
The new year is a great time to get back to basics with your store, as it can be easy to fall back on old habits and forget the little things that need to be done on a daily basis. Consistency is the key to customer satisfaction, as getting mixed messages from the staff can result in mixed feelings and a lack of customer confidence. Luckily, this is easy to avoid.
Rick Segel, author of "Retail Business Kit for Dummies," recommends that every store creates a procedure binder that not only serves as the basis for training new employees, but also as the central collection spot for instructions on how different functions should be performed in your store.
While each binder will be different and subject to change as things evolve, Segel recommends dividing it into the following “function” categories: merchandise, operational, marketing and promotional, safety and security and personnel.
Once that is complete, create subcategories within each section that explain the following: who should do it, what has to be done, when it should be done, where it should be done, why it has to be done and how it should be done.
As you go through the year and new situations pop up, type them and keep them in the binder for reference. At the end of the year you can look back, review and revise the procedures and start the year off with a clean slate. |
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Lawrence Taylor
Casey Jones Home & Railroad Museum
hat makes your store unique?
The Casey Jones Train Store is located in a building that actually looks like a small town train station in the 1890’s rural South. Everything in our store is railroad related and Casey Jones or train themed.
We carry train T-shirts, hats, games, clocks, wind chimes, books, toys, souvenirs, mugs and whistles along with hundreds of other train related items. We have a 1917 Ford T-Model depot hack which serves as a display unit. Some of our merchandise is showcased on an antique railroad baggage cart. The shop boasts two model trains running overhead on over 300 feet of track as well as push button model trains located in the area of our store where we focus on model trains for sale.
What is your retail background?
I started in retail in 1972 selling a variety of gift and decorator items to gift shops and florists. Among other experience, I became the executive director of the Casey Jones Museum in 2002, and began to concentrate on buying train-related merchandise and focusing on the long-range expansion plans of the museum. This dream was realized when an expanded Casey Jones Museum & Train Store opened in June of 2009, greatly increasing the gift and souvenir area of the museum to 2,000 square feet of retail space.
Norma Taylor, my wife, has worked with me in the retail area of the Casey Jones Museum since 1998 serves as the official Museum Historian
What is the most popular product you sell?
The most popular product in our Train Store is the Thomas the Tank Engine and accessories with the line. The line is popular not only with the children, but with the parents and grandparents as well, as playing with the Thomas trains teaches colors, number and character traits. The Thomas DVD’s based on the classic television series also teaches moral and manner issues.
What trade shows do you attend?
I have attended trade shows and markets in Dallas, Memphis, Gatlinburg, Chicago, New York and Atlanta. Currently, only two shows — Atlanta and Gatlinburg —have train merchandise and are convenient to attend from West Tennessee. For additional ideas, we also like to visit some of the large consumer train shows and other railroad museums whenever possible.
What is your favorite part of this industry?
The very best part of working in our business is that we have the opportunity to meet people from all over the world. On a daily basis, we have visitors from other states and other cities in Tennessee. It is interesting to see all the different products that these visitors from diverse backgrounds are interested in buying.
The seniors remember singing the popular “Ballad of Casey Jones” and youngsters pretend to be Casey Jones and play the Thomas boards for hours. Memories for a lifetime are made here and that is very special to us.
What advice do you have for other retailers?
Our advice is to offer something unique and something out of the ordinary. We strongly believe that whatever your unique items or merchandise may be, everything should be offered with extraordinary service and a smile and a genuine interest in the consumer.
Also, in this business you will experience both mountain tops and valleys. That is the way of life, so just work hard and do your best with an optimistic outlook. Stay focused on serving your guests, lift up a prayer and enjoy each day and whatever opportunities and challenges it brings. |
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Do you have an established
“procedure binder” for your store
and employees?
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Shoot for the Stars
This inspiring shooting star necklace by Cool Jewels/Phillips International hangs on an 18-inch adjustable silver chain. A great selling item for science centers, planetariums and nature centers alike.
Cool Jewels/Phillips Intl.
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Blue Crab
Safari Ltd. is proud to introduce the hand-painted Blue Crab. This colorful crustacean replica is phthalate and lead free and meets or exceeds all safety standards.
Safari Ltd.
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Tree Bark Pocket Notebooks
These outdoorsy pocket notebooks from Ray Hooper Design are perfect for sliding in a pocket or backpack. Available in sets of four, each book has a cardstock cover and 72 blank pages.
Ray Hooper Design
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Fuel Cell 10
With a redesigned body, rewritten manual and new display stand, the new 10th Anniversary edition Fuel cell Car and Experiment kit from Thomas & Kosmos is better than ever.
Thames & Kosmos
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TEXT-ONLY ADS ARE AVAILABLE!
Call Gavin Cribbs to find out how you can advertise your product or business in
this special text-only ad area! 800-825-0900, ext. 109 |
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