Yes, it’s that time of year again, time to create and distribute your holiday Gift Guide for your tennis store. You’ve probably noticed that some large retailers have had their holiday promotions in full swing for weeks already.
When it comes to your tennis retail business, is it about the “product,” or the “experience”? Tennis products are important…right? Sure they are, and there is no question that a racquet well selected, with the right grip and strung properly, is an important part of any tennis player’s game. But the process of selecting and purchasing the right racquet as part of a tennis lifestyle shopping “experience” with your store brand, that is, as the commercial says, “Priceless!”
Part-time, seasonal employees can make or break your selling season. Your customers expect a great retail shopping experience from your store or facility, whether it is provided by you, a full-time employee or part-time seasonal help. Here are some best practices we’ve learned over the years from our clients and from living and working in retail environments where part-time summer employees are often the only way local businesses can make it through the season.
The TIA has updated its “Retail Manager’s Manual” with new and revised chapters, an appendix with nearly two dozen “tips,” sample worksheets and an enhanced “resources” section.
Consumers will decide in the first three to five seconds if they are comfortable in your store. Making shoppers comfortable in your specialty tennis retail environment as soon as possible is a critical factor in your conversions and your store’s close rate and, of equal importance, in consumer satisfaction with your retail brand.
Increasing the value of transactions is one way to actually grow your specialty tennis retail business, and point-of-purchase displays can attract shoppers’ attention to merchandise. POP displays also serve as focal points for you and your sales associates to suggest add-on’s to an initial sale and to assist in up-selling from good to better, or better to best.
A great store environment, including display fixtures, lighting and outstanding displays, are essential to attracting shoppers to your specialty tennis retail store today, but they are only the beginning. Here are some tips to bring your store environment to life and help you create an “extraordinary” specialty tennis retail shopping experience!
In each issue of RSI Magazine the TIA releases a "retail tip," to help provide tennis retailers with insight into how to make their businesses more productive, efficient, and profitable. Now, retailers can download the TIA Retail Tips Booklet, which collects all of the previous articles into a single document for quick and easy access to these great resources.
Planning to grow your business and make money…can actually be fun! We are optimistic about the future of specialty tennis retailers in the U.S. This may seem odd considering we have pointed out in TIA Webinars the fact that retailing in America is in the midst of profound changes, and some industry observers are predicting that by 2020, half of all retail stores in the U.S. today will be gone.
In today’s highly competitive retail environment, with consumers controlling who stays in business and who doesn’t, it’s crucial that you have a firm understanding of the strengths and weaknesses of your specialty tennis retail business.
The authors of Nine Shift–Work, Life and Education in the 21st Century warn in their “Second Decade Predictions for the 21st Century” that the “number of retail stores declines by 50% (half) by 2020.” We clearly see this already happening across many different retail segments; just look at the empty retail spaces you probably have in your own communities. (You can learn more about “Nine Shift” at www.nineshift.com.)