Latest / Wisdom by WESA / Retail Roundup: Insights from Retail 101: Foundational Strategies for Small Retail Success

Transcript

Retail Roundup: Insights from Retail 101: Foundational Strategies for Small Retail Success · Wisdom by WESA

0:16
Well,
0:16
hi
0:16
again,
0:16
everybody.
0:17
I
0:17
am
0:17
Glenn
0:17
the
0:17
Geek,
0:18
founder
0:18
of
0:18
the
0:18
Horse
0:18
Radio
0:19
Network
0:19
and
0:19
host
0:19
of
0:20
Horses
0:20
in
0:20
the
0:20
Morning
0:20
daily
0:21
podcast
0:21
for
0:21
the
0:22
last
0:22
14
0:22
years.
0:23
Welcome
0:23
to
0:23
the
0:24
WESA
0:24
Retail
0:25
Roundup.
0:25
The
0:26
Retail
0:26
Roundup
0:26
is
0:27
your
0:27
go
0:27
to
0:27
virtual
0:28
hub
0:28
for
0:29
all
0:29
things
0:29
retailed.
0:30
You
0:30
can
0:30
join
0:31
panel
0:31
discussions,
0:32
learn
0:32
from
0:32
webinars.
0:33
We
0:33
have
0:33
Q&As
0:34
like
0:34
we're
0:34
doing
0:35
today.
0:36
And
0:37
you
0:37
know,
0:37
you
0:37
can
0:37
share
0:37
your
0:38
thoughts
0:38
by
0:38
going
0:38
to
0:39
the
0:39
Retail
0:39
Roundup
0:40
Facebook
0:40
group.
0:40
If
0:41
you
0:41
are
0:41
not
0:41
part
0:41
of
0:41
that
0:42
yet,
0:42
search
0:43
for
0:43
Retail
0:43
Roundup
0:44
on
0:44
Facebook
0:45
and
0:45
join
0:45
the
0:45
group.
0:46
You
0:46
can
0:46
find
0:47
all
0:47
of
0:47
the
0:47
past
0:48
retail
0:48
roundups
0:49
that
0:49
we've
0:49
done,
0:49
webinars
0:50
and
0:50
Q
0:51
and
0:51
A
0:51
sessions
0:51
there.
0:52
Plus
0:52
there's
0:52
lots
0:52
of
0:53
other
0:53
great
0:53
content
0:54
there,
0:54
all
0:55
designed
0:55
to
0:55
help
0:55
make
0:56
your
0:56
life
0:56
easier
0:57
in
0:57
retail.
0:58
I
0:58
did
0:58
retail
0:58
for
0:59
a
0:59
long
0:59
time
0:59
with
0:59
my
0:59
own
1:00
store.
1:00
I
1:00
know
1:00
what
1:00
you're
1:01
going
1:01
through
1:01
right
1:01
now
1:02
this
1:02
time
1:02
of
1:02
year,
1:03
a
1:03
lot
1:03
of
1:04
3am
1:04
packing
1:05
boxes.
1:05
I
1:05
remember
1:06
those
1:06
days
1:06
well.
1:07
And
1:08
today's
1:08
session
1:08
we're
1:09
excited
1:09
to
1:09
speak
1:09
with
1:10
retail
1:10
expert
1:10
Nicole
1:11
Leinbach
1:12
Hoffman,
1:12
diving
1:13
into
1:13
key
1:13
strategies
1:14
from
1:14
her
1:14
book
1:14
Retail
1:15
101,
1:16
the
1:16
guide
1:16
to
1:16
managing
1:17
and
1:17
marketing
1:17
your
1:18
retail
1:18
business.
1:19
Today's
1:19
session
1:20
will
1:20
focus
1:20
on
1:20
essential
1:21
tools
1:22
to
1:22
strengthen
1:22
marketing,
1:23
curate
1:23
a
1:24
compelling
1:24
product
1:24
mix,
1:25
and
1:25
optimize
1:26
in
1:26
store
1:27
experiences.
1:28
All
1:28
things
1:29
we
1:29
want
1:29
to
1:29
do
1:29
owning
1:30
our
1:30
own
1:30
store.
1:32
Nicole
1:32
is
1:32
the
1:33
founder
1:33
of
1:33
retailminded.com
1:35
and
1:35
an
1:35
influential
1:36
voice
1:36
in
1:36
the
1:36
retail
1:36
industry.
1:37
She
1:37
has
1:37
a
1:37
fantastic
1:38
website,
1:38
exactly
1:39
matches
1:39
her
1:39
sweater.
1:40
You
1:40
have
1:40
to
1:40
check
1:40
it
1:40
out.
1:41
It's
1:41
really
1:41
well
1:41
done.
1:42
I
1:42
gotta
1:42
say.
1:43
She
1:44
is
1:44
one
1:44
of
1:44
the
1:44
most
1:44
expiring
1:45
women
1:45
in
1:46
retail
1:46
and
1:47
we're
1:47
gonna
1:47
find
1:47
out.
1:48
We're
1:48
gonna
1:48
do
1:48
a
1:48
Q
1:48
and
1:49
A
1:49
if
1:49
that's
1:49
okay
1:50
with
1:50
you
1:50
today,
1:50
Nicole.
1:51
Yeah,
1:51
looking
1:51
forward
1:52
to
1:52
it.
1:52
Thank
1:52
you.
1:53
And
1:53
one
1:53
of
1:54
the
1:54
nicest
1:54
things
1:54
is
1:55
you
1:55
haven't
1:55
seen
1:55
these
1:56
questions
1:56
ahead
1:56
of
1:56
time,
1:56
so
1:57
they're
1:57
gonna
1:57
be
1:57
a
1:57
complete
1:58
surprise
1:58
to
1:58
you.
2:00
What
2:00
part
2:00
of
2:00
the
2:01
country
2:01
are
2:01
you
2:01
in?
2:02
So
2:02
I'm
2:02
based
2:02
in
2:02
Denver,
2:03
Colorado.
2:03
North
2:04
Denver.
2:04
Yeah.
2:05
Nice,
2:05
nice.
2:06
You
2:06
had
2:06
a
2:06
little
2:06
snow
2:07
recently.
2:08
In
2:08
fact,
2:09
I
2:09
can
2:09
see
2:09
a
2:09
little
2:09
bit
2:09
on
2:10
my
2:10
neighbor's
2:10
lawn
2:10
that
2:11
hasn't
2:11
quite
2:12
met
2:12
the.
2:14
There'll
2:14
be
2:14
more
2:15
on
2:15
the
2:15
way
2:15
soon.
2:16
Yes,
2:16
yes.
2:17
So,
2:17
and
2:17
of
2:18
course,
2:18
WESA
2:19
was
2:19
housed
2:19
in
2:20
Denver
2:20
for
2:20
a
2:20
long
2:21
time.
2:21
It
2:22
sure
2:22
was.
2:22
I
2:22
know.
2:23
I'm
2:23
a
2:23
big
2:23
fan
2:24
and
2:24
I
2:24
love
2:25
that
2:25
they
2:25
have
2:25
some
2:26
roots
2:26
here
2:26
as
2:26
well.
2:27
Not
2:27
that
2:27
far
2:27
over
2:27
from
2:28
where
2:28
I
2:28
live,
2:28
actually.
2:29
And
2:29
now
2:30
Dallas,
2:30
now
2:30
we've,
2:31
we've
2:31
packed
2:31
up
2:31
and
2:32
moved
2:32
further
2:32
south.
2:33
Also
2:33
a
2:33
great
2:33
part
2:34
of
2:34
the
2:34
country
2:34
though.
2:35
Yes.
2:35
Definitely.
2:36
So
2:37
let's
2:37
start
2:37
with
2:38
marketing.
2:39
What
2:39
would
2:39
you
2:39
say
2:39
are
2:40
the
2:40
key
2:40
elements
2:41
to
2:41
a
2:41
successful
2:42
marketing
2:43
strategy
2:43
for
2:44
a
2:44
small
2:44
retailer?
2:45
You
2:45
know,
2:45
something
2:46
that
2:46
they
2:46
can
2:46
get
2:46
implemented
2:47
without
2:47
a
2:47
ton
2:48
of
2:48
money
2:49
and
2:49
a
2:49
ton
2:49
of
2:49
time
2:50
because
2:50
they
2:50
have
2:51
neither.
2:52
Well,
2:52
that's
2:53
a
2:53
very
2:53
solid
2:53
point
2:54
that
2:54
you
2:54
just
2:54
made
2:54
that
2:54
they
2:55
have
2:55
neither.
2:55
Right.
2:56
So
2:56
the
2:56
very
2:57
first
2:57
thing
2:57
I'm
2:57
going
2:57
to
2:57
say
2:58
is
2:58
that
2:58
consistency
2:59
is
3:00
going
3:00
to
3:00
be
3:00
the
3:00
most
3:01
important
3:01
component
3:02
of
3:02
all
3:02
marketing
3:03
efforts.
3:03
So
3:04
that's
3:04
why
3:04
we
3:04
lean
3:04
into
3:05
social
3:05
media
3:05
a
3:05
lot,
3:06
I
3:06
think
3:06
as
3:06
small
3:06
businesses
3:07
because
3:07
there's
3:07
an
3:08
opportunity
3:09
for
3:09
consistent
3:10
messaging
3:10
as
3:10
that
3:11
being
3:11
a
3:11
marketing
3:12
channel
3:12
that's
3:12
both
3:12
affordable
3:13
and
3:14
the
3:14
opportunity
3:14
to
3:14
repeat.
3:15
But
3:15
when
3:15
it
3:15
comes
3:16
to
3:16
marketing,
3:16
I
3:17
think
3:17
the
3:17
key
3:17
is
3:18
to
3:18
really
3:19
create
3:20
outreach
3:21
to
3:21
your
3:21
targeted
3:22
audience.
3:23
So
3:23
know
3:23
who
3:23
your
3:23
audience
3:24
is
3:24
and
3:24
do
3:25
so
3:25
with
3:25
the
3:25
effort
3:25
to
3:25
reach
3:26
them
3:26
as
3:26
best
3:27
as
3:27
possible.
3:27
I
3:28
think
3:28
for
3:28
small
3:29
businesses
3:29
in
3:29
particular,
3:30
a
3:30
lot
3:30
of
3:30
the
3:30
time
3:30
that
3:30
means
3:31
partnering
3:31
with
3:32
like
3:32
minded
3:33
but
3:33
non
3:33
competitive
3:34
businesses
3:35
within
3:35
their
3:35
local
3:36
community.
3:36
So
3:37
who
3:37
could
3:37
be,
3:38
whether
3:38
it's
3:38
a
3:39
charity,
3:39
whether
3:39
it's
3:40
a
3:40
meetup
3:41
group,
3:41
whether
3:41
it's
3:41
another
3:42
business
3:42
itself,
3:43
whether
3:43
it's
3:44
a
3:44
group,
3:45
a
3:45
youth
3:46
program
3:46
that
3:46
might
3:46
cater
3:47
to
3:47
potential
3:48
customers
3:49
where
3:49
you
3:49
can
3:49
be
3:49
supportive
3:50
of
3:50
that.
3:51
Look
3:51
within
3:51
your
3:52
community
3:52
to
3:52
see
3:53
what
3:53
you
3:53
can
3:53
do
3:53
to
3:53
be
3:54
partner
3:55
focused
3:56
marketing
3:56
strategies
3:57
where
3:57
you
3:58
can
3:58
actually
3:58
do
3:58
sometimes
3:59
even
3:59
a
3:59
trade
4:00
or
4:00
minimal
4:01
investment
4:02
because
4:02
budget's
4:03
always
4:03
got
4:03
to
4:03
be
4:03
considered
4:04
here.
4:04
And
4:05
I
4:05
think
4:05
this
4:05
can
4:05
actually
4:06
really
4:06
elevate
4:07
the
4:07
opportunity
4:08
to
4:08
retain
4:08
existing
4:09
customers
4:10
and
4:10
build
4:10
new
4:10
customers
4:11
as
4:11
well.
4:12
I
4:12
love
4:12
that
4:12
when
4:12
we
4:13
started
4:13
Horse
4:13
Radio
4:14
Network
4:14
it
4:14
was
4:14
our
4:14
marketing
4:15
partners
4:15
that
4:15
helped
4:15
us
4:16
grow
4:17
and
4:17
you
4:17
know,
4:18
we,
4:18
we
4:18
helped
4:18
each
4:19
other
4:19
and
4:19
there
4:19
was
4:19
no
4:19
money
4:20
exchanged
4:21
hands
4:21
on
4:21
those
4:21
deals.
4:22
And
4:22
I
4:22
think
4:23
you
4:23
can
4:23
get,
4:23
you
4:23
can
4:24
do
4:24
that
4:25
locally
4:25
a
4:25
lot
4:26
easier
4:26
than
4:26
you
4:26
can
4:26
do
4:26
that
4:27
nationally.
4:27
So
4:28
in
4:28
a
4:28
local
4:28
market
4:29
there's,
4:29
there's
4:30
those
4:30
people
4:30
you
4:30
can,
4:31
and
4:31
you
4:31
have
4:31
to
4:31
be
4:31
creative.
4:32
You
4:32
know,
4:32
maybe
4:32
something
4:33
that,
4:33
that
4:34
is
4:34
a
4:34
little
4:34
off
4:34
the
4:34
wall
4:35
but
4:35
really
4:35
works
4:35
for
4:35
both
4:36
of
4:36
you.
4:36
Yeah,
4:37
that's
4:37
why,
4:37
you
4:37
know,
4:38
I
4:38
really
4:38
emphasize
4:39
that
4:39
non
4:39
competitive
4:40
but
4:41
like
4:41
minded
4:42
partnerships
4:43
because
4:43
you
4:43
might
4:44
find
4:44
that
4:44
there's
4:45
a
4:45
community
4:45
of
4:46
a
4:46
youth
4:46
oriented,
4:47
something
4:47
that
4:47
overlaps
4:48
and
4:48
might
4:48
want
4:49
to
4:49
support
4:49
your
4:50
store
4:50
in
4:50
bringing
4:51
new
4:51
writers
4:52
or
4:52
people
4:52
who
4:53
might
4:53
be
4:53
taking
4:53
lessons
4:54
into
4:54
your
4:54
space.
4:54
Or
4:55
maybe
4:55
there's
4:55
something
4:55
of
4:56
a
4:56
more
4:56
mature
4:57
audience
4:58
that
4:58
has
4:58
a
4:58
roundup
4:59
of
4:59
women
4:59
who
5:00
get
5:00
together
5:00
monthly
5:01
sharing
5:01
their
5:01
love
5:01
of
5:02
horses
5:02
or
5:02
even
5:03
local
5:03
farms
5:03
or
5:04
nearby
5:04
farms
5:05
that
5:05
still
5:05
have
5:05
like
5:06
a
5:06
horse
5:06
community
5:07
that
5:07
they
5:07
support
5:08
and
5:08
a
5:08
variety
5:09
of
5:09
ways.
5:09
So
5:10
there's
5:10
amazing
5:10
groups
5:11
out
5:11
there
5:11
that
5:12
sometimes
5:12
honestly
5:13
your
5:13
Facebook
5:14
search
5:14
engine,
5:14
you
5:14
can
5:15
start
5:15
to
5:15
put
5:15
in
5:15
some
5:15
keywords
5:16
around
5:16
your
5:16
own
5:17
community
5:17
to
5:18
help
5:18
find
5:18
what
5:18
might
5:19
be
5:19
going
5:19
on
5:19
that
5:19
you
5:19
might
5:20
not
5:20
know
5:20
about.
5:20
Not
5:21
everything's
5:21
going
5:21
to
5:21
be
5:21
front
5:22
and
5:22
center
5:22
to
5:22
you,
5:23
but
5:23
then
5:23
obviously
5:24
businesses
5:24
that
5:25
exist,
5:25
so
5:25
these
5:25
are
5:25
things
5:26
that
5:26
are
5:26
also
5:26
operating
5:27
with
5:27
store
5:28
hours
5:29
that
5:29
are
5:29
again
5:30
non
5:30
competitive
5:31
but
5:31
like
5:31
minded.
5:32
So
5:33
even
5:33
if
5:33
it's
5:33
like
5:33
a
5:34
bakery
5:34
or
5:34
photographer,
5:35
let's
5:36
say
5:36
during
5:36
a
5:36
holiday
5:37
season,
5:37
really
5:37
any
5:37
holiday
5:38
season,
5:39
you
5:39
could
5:39
bring
5:39
in
5:39
a
5:40
photographer
5:40
to
5:40
do
5:40
something
5:41
with
5:41
your
5:41
horses.
5:42
It's
5:42
benefiting
5:43
them
5:43
because
5:43
they're
5:43
getting
5:44
a
5:44
new
5:44
customer
5:44
reach.
5:45
You're
5:45
also
5:46
getting
5:46
a
5:46
benefit
5:46
from
5:46
them.
5:47
So
5:47
creative
5:47
marketing
5:48
could
5:48
be
5:48
used
5:49
as
5:49
well.
5:50
So
5:51
how
5:51
can
5:51
they
5:51
stand
5:52
out
5:52
in
5:52
a
5:52
crowded
5:53
market?
5:53
You
5:53
know,
5:53
it
5:53
is
5:54
a
5:54
crowded
5:54
market.
5:54
Well,
5:55
that
5:55
leads
5:55
me
5:55
to
5:55
another
5:55
question
5:56
I
5:56
want
5:56
to
5:56
ask
5:56
you
5:56
before
5:57
that.
5:57
Does
5:58
every
5:59
retailer
5:59
need
5:59
to
6:00
have
6:00
online
6:01
sales?
6:01
Now,
6:02
I
6:03
don't
6:03
necessarily
6:04
think
6:04
every
6:04
retailer
6:05
needs
6:05
to
6:05
have
6:05
online
6:06
sales,
6:07
but
6:07
I
6:07
do
6:08
think
6:08
every
6:08
retailer
6:09
needs
6:09
to
6:09
have
6:09
online
6:10
visibility.
6:11
Okay,
6:12
not
6:12
every
6:12
brick
6:12
and
6:12
mortar
6:13
store
6:13
wants
6:13
to
6:14
manage
6:14
e
6:14
commerce.
6:15
In
6:15
fact,
6:15
I
6:15
would
6:15
say
6:15
if
6:16
you
6:16
don't,
6:17
it's
6:17
better
6:17
to
6:17
still
6:18
be
6:18
visible
6:19
online
6:19
for
6:19
how
6:19
to
6:19
reach
6:20
you
6:20
in
6:20
store
6:21
or
6:21
to
6:22
take
6:22
phone
6:22
orders,
6:23
but
6:23
at
6:23
least
6:23
share
6:24
that
6:24
communication.
6:25
Now
6:26
there's
6:26
going
6:26
to
6:27
be
6:27
other
6:27
categories
6:27
of
6:28
retail
6:28
that
6:28
I
6:28
might
6:29
not
6:29
have
6:29
that
6:29
same
6:29
answer
6:30
for.
6:30
But
6:31
in
6:31
this
6:31
category
6:31
I
6:31
think
6:32
that
6:32
that's
6:32
honestly
6:33
something
6:33
to
6:33
think
6:33
about.
6:34
If
6:34
you
6:34
know
6:34
you're
6:34
not
6:35
going
6:35
to
6:35
manage
6:35
an
6:35
e
6:35
comm
6:36
business,
6:36
well,
6:37
don't
6:37
invest
6:37
your
6:37
time
6:38
in
6:38
setting
6:38
it
6:38
up
6:38
if
6:39
you
6:39
don't
6:39
plan
6:39
to
6:39
actually
6:40
optimize
6:40
it
6:41
instead.
6:41
Because
6:42
it's
6:42
a
6:42
lot
6:42
of
6:42
work.
6:43
It's
6:43
a
6:43
lot
6:43
of
6:43
work
6:44
and
6:45
there's
6:45
ways
6:45
to
6:46
still
6:46
be.
6:46
I
6:47
call
6:47
this
6:47
the
6:47
path
6:47
to
6:48
purchase.
6:48
The
6:49
path
6:49
to
6:49
purchase
6:49
is
6:50
not
6:50
straight.
6:50
I
6:50
might
6:51
go
6:51
to
6:51
Google
6:51
today,
6:52
put
6:52
in
6:53
horse
6:54
retailer
6:55
Denver,
6:55
right?
6:56
This
6:56
is
6:56
horse
6:57
shop,
6:57
right.
6:57
I
6:57
might
6:58
say
6:58
something
6:58
just
6:59
as
6:59
a
6:59
general
6:59
consumer,
7:00
without
7:01
always
7:01
using
7:01
the
7:01
right
7:02
words,
7:02
it
7:03
still
7:03
needs
7:03
to
7:03
lead
7:04
me
7:04
to
7:04
a
7:04
destination
7:05
to
7:05
find
7:05
you.
7:06
And
7:06
on
7:06
that
7:07
path
7:07
to
7:07
purchase
7:08
there's
7:08
going
7:08
to
7:08
be
7:08
what
7:09
I
7:09
refer
7:09
to
7:09
as
7:09
like
7:10
road
7:10
bumps
7:10
or
7:10
detours
7:11
and
7:11
there's
7:12
also
7:12
going
7:12
to
7:12
be
7:12
collisions
7:13
that
7:13
take
7:13
that
7:14
customer
7:14
totally
7:14
off
7:15
course.
7:15
What
7:16
you
7:16
want
7:16
to
7:16
do
7:16
is
7:16
keep
7:17
them
7:17
on
7:17
path
7:18
to
7:18
you.
7:19
So
7:19
being
7:19
online
7:20
still
7:20
has
7:20
incredible
7:21
advantages
7:22
even
7:22
if
7:22
you're
7:23
not
7:23
selling
7:23
online.
7:24
So
7:24
make
7:24
sure
7:25
every
7:25
touchpoint
7:26
online
7:26
has
7:26
visibility
7:27
that
7:27
ultimately
7:28
leads
7:28
them
7:28
to
7:29
that
7:29
brick
7:29
and
7:29
mortar
7:29
destination.
7:30
Even
7:30
if
7:30
it's
7:31
a
7:31
phone
7:31
call
7:32
for
7:32
them
7:32
to
7:33
say,
7:33
hey,
7:33
do
7:33
you
7:33
have
7:33
this
7:34
or
7:34
can
7:34
I
7:34
place
7:34
an
7:34
order
7:35
for
7:35
pickup?
7:35
Or
7:35
can
7:35
you
7:36
ship
7:36
this
7:36
to
7:36
me?
7:37
Sometimes
7:38
it's
7:38
the
7:38
simplest
7:38
things
7:39
too.
7:39
Like
7:39
the
7:40
other
7:40
day
7:40
we
7:40
looked
7:40
up
7:41
a
7:41
tech
7:41
business
7:42
that
7:42
was
7:42
here
7:43
in
7:43
Ocala
7:44
and
7:44
they
7:44
had
7:44
not
7:45
updated
7:45
updated
7:46
their
7:46
Google
7:46
Maps
7:47
or
7:47
Google
7:47
listing.
7:48
So
7:49
the
7:49
hours
7:49
weren't
7:49
on
7:50
there,
7:51
the
7:51
website
7:51
link
7:52
wasn't
7:52
on
7:52
there.
7:52
You
7:52
have
7:53
to
7:53
really
7:53
go.
7:53
You
7:54
have
7:54
to.
7:54
That's
7:54
one
7:55
thing
7:55
you
7:55
can
7:56
do
7:56
today
7:56
that's
7:56
free.
7:57
Go
7:57
in
7:57
and
7:58
update
7:58
your
7:58
Google
7:58
listing
7:59
so
7:59
that
7:59
it
7:59
shows
7:59
up
8:00
properly
8:00
on
8:00
Google
8:01
Maps
8:01
so
8:01
that
8:01
the
8:02
hours
8:02
are
8:02
in
8:02
there
8:02
and
8:02
only
8:03
information
8:03
that
8:03
I
8:04
need
8:04
immediately
8:04
if
8:04
I
8:04
want
8:04
to
8:04
go
8:05
to
8:05
your
8:05
stores
8:05
there.
8:06
It's
8:06
simple,
8:06
but
8:07
companies
8:07
forget
8:08
to
8:08
do
8:08
it.
8:09
It's
8:09
very
8:09
simple.
8:10
And
8:10
you
8:10
know
8:10
what
8:10
else
8:10
is
8:11
free?
8:11
It's
8:11
Google
8:12
Analytics.
8:13
So
8:13
while
8:13
you're
8:13
in
8:13
there,
8:14
go
8:14
ahead
8:14
and
8:14
make
8:15
sure
8:15
you're
8:15
setting
8:15
that
8:15
up
8:16
so
8:16
you
8:16
can
8:16
understand
8:17
where
8:17
are
8:17
people
8:18
coming
8:18
from
8:19
when
8:19
they're
8:19
searching
8:19
for
8:20
you.
8:20
That's
8:20
also
8:20
a
8:20
free
8:21
update.
8:21
I
8:21
know
8:21
for
8:21
my
8:21
own
8:22
business
8:22
I
8:23
get
8:23
little
8:23
updates
8:23
from
8:24
Google
8:24
Analytics
8:25
saying
8:25
you've
8:26
been
8:26
identified
8:26
here
8:27
too.
8:27
So
8:27
they
8:27
can
8:27
even
8:28
tell
8:28
you
8:28
where
8:28
you
8:28
may
8:29
have
8:29
been
8:29
written
8:29
about
8:30
or
8:30
highlighted.
8:31
Someone
8:31
else
8:31
on
8:32
Facebook
8:32
may
8:32
say,
8:32
I
8:33
just
8:33
had
8:33
a
8:33
great
8:33
experience
8:34
here,
8:34
but
8:34
it's
8:35
not
8:35
an
8:35
official
8:35
review.
8:36
They
8:36
can
8:36
help
8:36
tell
8:36
you
8:37
that
8:37
stuff.
8:38
So
8:39
how
8:39
can
8:39
small
8:39
retailers
8:40
stand
8:40
out
8:41
in
8:41
the
8:41
crowd?
8:42
I
8:43
think
8:44
going
8:44
back
8:44
to
8:45
what
8:45
I
8:45
said
8:45
earlier
8:45
about
8:46
consistency,
8:46
but
8:47
I'll
8:47
expand
8:47
on
8:47
that.
8:48
And
8:48
there's
8:49
five
8:49
Cs
8:50
that
8:50
I
8:50
like
8:50
to
8:50
always
8:51
refer
8:51
to
8:51
when
8:51
it
8:51
comes
8:52
to
8:52
being
8:52
a
8:52
small
8:52
retailer,
8:53
to
8:53
be
8:54
clear,
8:54
concise,
8:55
courteous,
8:55
consistent,
8:57
and
8:57
then
8:57
ultimately
8:57
have
8:58
strong
8:58
commerce.
8:59
So
9:00
with
9:00
that
9:00
in
9:01
mind,
9:01
communication
9:02
is
9:02
going
9:02
to
9:02
be
9:03
key
9:03
in
9:03
what
9:03
you're
9:04
doing,
9:04
having
9:05
a
9:05
clear
9:05
message
9:06
of
9:06
who
9:06
you
9:06
are
9:06
as
9:07
a
9:07
brand.
9:08
I
9:08
would
9:09
love
9:09
to
9:09
challenge
9:09
you
9:10
all
9:10
to
9:10
say,
9:10
is
9:11
every
9:11
touch
9:11
point
9:12
of
9:12
where
9:12
we're
9:12
visible
9:13
easily
9:14
understood
9:14
by
9:14
a
9:15
potential
9:15
customer
9:15
or
9:16
an
9:16
existing
9:16
customer?
9:17
Standing
9:17
out
9:18
is
9:18
literally
9:18
through
9:19
communication.
9:20
So
9:20
your
9:20
communication
9:21
is
9:21
both
9:22
in
9:22
store
9:22
through
9:22
signage,
9:23
it's
9:23
through
9:23
your
9:23
newsletter,
9:24
potential
9:25
newsletter,
9:25
email
9:26
blast.
9:26
It's
9:26
how
9:27
your
9:27
customer
9:28
greets
9:29
somebody
9:29
who
9:29
or
9:30
it's
9:30
how
9:30
your
9:30
employee
9:30
greets
9:31
someone
9:31
who
9:31
walks
9:31
through
9:31
the
9:32
door.
9:32
So
9:33
communication
9:33
is
9:33
going
9:33
to
9:34
make
9:34
or
9:34
break,
9:34
I
9:35
think
9:35
any
9:35
business.
9:36
And
9:37
I'll
9:37
take
9:37
that
9:37
one
9:37
step
9:37
further
9:38
by
9:38
saying
9:38
there's
9:39
three
9:39
steps
9:39
to
9:40
red
9:40
carpet
9:40
customer
9:41
treatment
9:41
for
9:41
any
9:42
store
9:42
to
9:42
think
9:42
about.
9:43
And
9:43
communication
9:44
is
9:44
the
9:44
real
9:44
key
9:45
here.
9:45
When
9:45
someone
9:46
walks
9:46
through
9:47
that
9:47
door
9:47
of
9:48
your
9:48
business,
9:48
the
9:49
first
9:49
step
9:49
is
9:49
to
9:50
be
9:50
starstruck.
9:51
Because
9:52
what
9:52
are
9:52
you
9:52
if
9:52
you
9:52
starstruck,
9:53
you're
9:53
paying
9:53
attention,
9:54
right?
9:55
You're
9:55
looking,
9:55
you've
9:56
stopped
9:56
all
9:57
thoughts,
9:57
distractions
9:58
around
9:58
you
9:58
and
9:58
you
9:58
are
9:59
focused
9:59
on
9:59
whatever
10:00
that
10:00
starstruck
10:01
moment
10:01
is.
10:02
That
10:02
second
10:03
step
10:03
is
10:04
to
10:04
treat
10:04
them
10:04
like
10:04
royalty.
10:05
So
10:05
if
10:05
every
10:06
customer
10:06
is
10:06
a
10:06
star,
10:07
they
10:07
also
10:08
deserve
10:08
royal
10:09
treatment.
10:09
And
10:10
royal
10:10
treatment.
10:10
What
10:10
does
10:11
that
10:11
have?
10:11
It
10:11
has
10:11
standards.
10:12
What
10:12
does
10:12
your
10:13
store
10:13
need?
10:13
Standards.
10:14
So
10:15
identify
10:15
what
10:15
those
10:16
standards
10:16
are
10:16
for.
10:16
How
10:17
your
10:17
employees
10:17
greet
10:18
your
10:18
customers.
10:18
Again,
10:19
going
10:19
back
10:19
to
10:19
communication,
10:20
to
10:21
how
10:21
they
10:21
exit
10:22
your
10:22
customers,
10:22
to
10:23
how
10:23
they
10:23
support
10:23
your
10:24
customers
10:24
through
10:25
the
10:25
destination
10:26
of
10:26
shopping,
10:27
how
10:27
they
10:27
might
10:27
recommend
10:28
an
10:28
additional
10:29
sale
10:29
once
10:30
they're
10:30
already
10:30
at
10:30
the
10:30
cash
10:31
wrap.
10:31
All
10:32
of
10:32
this
10:32
really
10:32
is
10:33
around
10:33
communication,
10:34
but
10:34
also
10:35
how
10:35
your
10:36
customers
10:36
navigate
10:37
your
10:37
store
10:38
can
10:38
also
10:38
be
10:39
better
10:39
enhanced
10:40
through
10:40
communication
10:41
through
10:41
like
10:41
signage.
10:42
So
10:42
identify
10:43
those
10:43
standards.
10:44
And
10:44
the
10:44
final
10:44
piece
10:45
of
10:45
that
10:45
three
10:45
step
10:45
red
10:46
carpet
10:46
is
10:47
to
10:47
get
10:47
their
10:47
autographs.
10:48
Because
10:48
if
10:48
you're
10:48
getting
10:48
their
10:48
autographs,
10:49
you're
10:49
getting
10:49
the
10:50
transaction,
10:51
or
10:51
better
10:52
yet,
10:52
sometimes
10:53
both
10:53
would
10:53
be
10:53
ideal,
10:54
is
10:54
to
10:54
capture
10:55
their
10:55
own
10:55
email
10:55
address.
10:56
So
10:56
you're
10:56
staying
10:56
in
10:56
touch.
10:57
So
10:57
be
10:58
Star
10:58
Trek,
10:58
keep
10:59
treat
10:59
them
10:59
like
10:59
royalty,
11:00
get
11:00
their
11:00
autographs.
11:01
And
11:01
that
11:02
means
11:02
that
11:02
you've
11:02
building
11:02
your
11:03
business
11:03
and
11:03
you're
11:03
hopefully
11:04
doing
11:04
so
11:04
with
11:05
really
11:05
positive
11:06
memories
11:06
from
11:07
the
11:07
customer's
11:07
perspective.
11:08
Well,
11:09
part
11:09
of
11:09
being
11:09
starstruck,
11:10
when
11:10
you
11:10
walk
11:10
into
11:10
stores,
11:11
merchandising,
11:11
right.
11:12
It's
11:12
how
11:13
display
11:13
and
11:13
merchandising.
11:14
And
11:15
when
11:15
you're
11:15
small,
11:16
when
11:16
you're
11:16
a
11:16
small
11:16
retailer,
11:17
it's
11:17
tough
11:17
to
11:18
decide.
11:18
You
11:19
only
11:19
have
11:19
a
11:19
certain
11:19
budget
11:20
to
11:20
buy
11:20
to
11:21
for
11:21
inventory.
11:21
Right,
11:21
to
11:22
buy
11:22
inventory.
11:23
So
11:23
you're,
11:23
you're
11:24
constantly
11:24
weighing
11:25
what
11:25
should
11:25
I
11:25
have
11:25
in
11:26
inventory?
11:26
And
11:26
that's
11:27
a
11:27
constant
11:27
battle
11:28
between
11:28
the
11:29
basics
11:29
and
11:30
what's
11:30
trendy
11:31
now.
11:31
Right.
11:32
So
11:33
how
11:33
do
11:33
you,
11:33
how
11:33
do
11:33
you
11:34
play
11:34
that
11:34
game
11:34
when
11:35
you're
11:35
a
11:35
retailer
11:36
with
11:36
a
11:36
limited
11:37
buying
11:37
budget?
11:37
You
11:38
know
11:38
you
11:38
can't
11:38
buy
11:38
everything.
11:40
No,
11:40
you
11:40
definitely
11:40
can't.
11:41
And
11:41
particularly
11:42
for
11:42
brick
11:42
and
11:42
mortar
11:43
small
11:43
businesses,
11:44
I
11:44
tell
11:44
them,
11:45
if
11:45
you
11:46
had
11:46
to
11:46
analyze
11:47
your
11:47
inventory
11:47
in
11:48
just
11:48
two
11:48
categories,
11:49
okay,
11:50
we
11:50
all
11:50
know
11:50
there's
11:51
way
11:51
more
11:51
than
11:51
two.
11:52
But
11:52
if
11:52
you
11:52
had
11:53
to
11:53
identify
11:54
what
11:54
your
11:55
statements
11:55
are
11:56
and
11:56
what
11:56
your
11:56
staples
11:57
are,
11:58
your
11:58
staples
11:59
are
11:59
the
11:59
bread
11:59
and
11:59
butter
12:00
of
12:00
your
12:00
business.
12:00
Those
12:01
are
12:01
the
12:01
things
12:01
that
12:01
everybody
12:02
needs.
12:03
You
12:03
want
12:03
to
12:03
make
12:03
sure
12:03
that
12:04
they're
12:04
always
12:04
in
12:04
stock,
12:05
they're
12:05
replenished,
12:06
that
12:06
you've
12:06
identified
12:07
them
12:07
for
12:07
merchandising
12:08
strategies
12:09
so
12:09
that
12:09
people
12:09
either
12:10
don't
12:10
forget
12:10
them
12:10
or
12:11
make
12:11
sure
12:11
to
12:11
get
12:11
them
12:12
your
12:13
statements.
12:14
That's
12:14
going
12:14
to
12:14
be
12:15
the
12:15
things
12:15
that
12:15
people
12:16
might
12:16
want,
12:16
but
12:17
they
12:17
definitely
12:17
don't
12:17
have
12:18
to
12:18
have.
12:18
But
12:19
it
12:19
also
12:19
becomes
12:19
a
12:20
high
12:20
margin
12:20
opportunity.
12:21
These
12:21
things
12:21
might
12:22
be
12:22
Items
12:22
that
12:23
bring
12:23
stronger
12:24
margin
12:25
into
12:25
your
12:25
business.
12:26
And
12:26
then
12:26
you
12:26
want
12:27
to
12:27
create
12:27
a
12:27
merchandising
12:28
strategy
12:28
that
12:28
effectively
12:29
supports
12:29
both.
12:30
But
12:30
from
12:31
an
12:31
inventory
12:31
management
12:32
perspective,
12:33
those
12:33
staples
12:33
are
12:33
going
12:34
to
12:34
be
12:34
the
12:34
drivers
12:34
of
12:34
your
12:35
business.
12:35
People
12:35
come
12:35
into
12:36
your
12:37
store
12:37
because
12:38
they
12:38
need
12:38
those
12:38
staples.
12:39
Right.
12:39
Did
12:39
you
12:40
see
12:40
my
12:40
little
12:40
guy?
12:40
He
12:41
ran
12:41
in
12:41
here.
12:41
Yeah,
12:42
I
12:42
was
12:42
going
12:42
to
12:42
ask
12:42
you
12:42
about
12:43
your
12:43
little
12:43
guy.
12:44
There's
12:44
two
12:44
more.
12:44
I'll
12:45
let
12:45
him
12:45
say
12:45
hi
12:45
real
12:45
fast.
12:46
Oh,
12:46
hi.
12:49
Love
12:49
to
12:49
say
12:49
hello.
12:50
And
12:51
so
12:52
those.
12:52
We
12:52
love
12:53
when
12:53
dogs
12:53
and
12:53
horses
12:54
appear
12:54
on
12:54
our
12:54
shows.
12:55
So
12:56
I
12:56
should
12:56
have
12:56
gone
12:56
to
12:56
my,
12:57
my
12:57
sister
12:57
in
12:57
law's
12:57
house.
12:58
They
12:58
have
12:58
many
12:58
horses.
12:59
So
12:59
we
13:00
are
13:00
a
13:00
horse
13:00
family.
13:00
We
13:01
do
13:01
have
13:01
horses
13:01
in
13:01
the
13:02
family
13:03
and
13:03
ironically
13:04
we.
13:04
This
13:04
dog's
13:05
name
13:05
is
13:05
Bitzer
13:06
and
13:06
they
13:06
adopted
13:07
a
13:07
horse
13:07
recently
13:07
named
13:08
Bit
13:08
C,
13:09
B
13:09
I
13:09
T
13:09
Z
13:10
Y.
13:10
Which
13:11
I
13:11
just
13:11
thought
13:11
was
13:11
kind
13:11
of
13:12
funny
13:12
because
13:12
it's
13:12
not
13:13
a
13:13
common
13:13
name.
13:13
So
13:13
we
13:13
have
13:13
a
13:14
Bitzer
13:14
and
13:14
a
13:14
Bitsy
13:15
in
13:15
the
13:15
family.
13:15
And
13:15
one
13:15
of
13:15
those.
13:16
The
13:16
Bitsy
13:17
is
13:17
the
13:17
bigger
13:17
horse,
13:18
by
13:18
the
13:18
way.
13:18
Yes.
13:21
So.
13:22
So
13:22
yeah,
13:22
those
13:23
staples
13:23
and
13:23
statements
13:24
are
13:24
a
13:24
great
13:24
way
13:25
to
13:26
really
13:26
bring
13:27
balance
13:27
to
13:27
your
13:27
inventory
13:28
management.
13:28
The
13:28
other
13:29
thing
13:29
is,
13:29
of
13:29
course,
13:29
data.
13:30
I
13:30
mean,
13:30
at
13:31
this
13:31
point
13:31
in
13:31
time,
13:31
I
13:31
would
13:32
hope
13:32
everybody
13:33
is
13:33
using
13:34
a
13:34
point
13:34
of
13:34
sale
13:35
system
13:35
and
13:35
inventory
13:36
management
13:36
system
13:37
that
13:37
brings
13:37
clarity
13:38
to
13:38
what's
13:39
truly
13:39
selling
13:39
and
13:40
what's
13:40
not.
13:41
You
13:41
know,
13:41
that's
13:41
going
13:41
to
13:42
ultimately
13:42
be
13:42
the
13:43
truth
13:43
of
13:43
what
13:43
your
13:44
business
13:44
is.
13:45
Yeah.
13:45
And
13:46
what's
13:47
nice
13:47
about
13:47
the
13:47
systems
13:48
today
13:48
is
13:48
they
13:48
tell
13:49
you
13:49
categories,
13:49
you
13:50
know,
13:50
those
13:50
broad
13:50
categories.
13:51
Because
13:51
there
13:51
might
13:51
be
13:51
an
13:52
individual
13:52
item
13:52
in
13:52
a
13:52
category
13:53
that's
13:53
selling
13:53
well,
13:53
but
13:54
the
13:54
whole
13:54
category
13:54
is
13:55
not
13:55
selling
13:55
well.
13:56
Exactly.
13:56
Yeah.
13:57
And
13:57
that's
13:58
some
13:58
different
13:59
things.
13:59
Yeah.
14:00
That
14:01
it
14:01
helps
14:01
you.
14:02
You
14:03
can
14:03
micromanage
14:03
your
14:04
inventory
14:04
much
14:04
better
14:04
than
14:05
you
14:05
could
14:05
20
14:05
years
14:06
ago.
14:06
For
14:06
sure.
14:06
Oh
14:07
my
14:07
goodness.
14:07
A
14:07
lot
14:07
of
14:08
it
14:08
is
14:08
not
14:08
just
14:08
gut.
14:09
Right.
14:09
I
14:10
think
14:10
honestly,
14:10
as
14:10
store
14:11
owners,
14:11
there.
14:11
Is
14:11
that
14:12
gut,
14:12
especially
14:13
in
14:13
the
14:13
horse
14:13
world.
14:14
Yeah.
14:15
Yeah.
14:15
You
14:16
still
14:16
have
14:16
a
14:16
little
14:16
bit
14:16
of
14:16
that
14:17
left.
14:17
I
14:17
think
14:17
I
14:17
was
14:17
gonna
14:17
say.
14:18
I
14:18
think
14:18
that's
14:18
important.
14:19
But
14:19
we
14:19
still
14:19
need
14:20
clarity
14:20
to
14:20
our
14:20
gut.
14:21
Yeah.
14:22
Well,
14:22
it,
14:22
it
14:23
justifies
14:23
your
14:23
gut.
14:24
That's
14:24
or
14:25
doesn't.
14:26
Yes,
14:26
yes.
14:27
One
14:27
way
14:27
or
14:27
the
14:27
other.
14:28
Yeah.
14:28
So
14:28
what
14:29
are
14:29
some
14:29
simple
14:29
changes
14:30
retailers
14:30
can
14:31
make
14:31
to
14:31
enhance
14:32
the
14:32
in
14:32
store
14:32
shopping
14:33
experience?
14:35
I
14:35
could
14:35
tell.
14:36
Can
14:36
I,
14:36
can
14:36
I
14:36
throw
14:37
one
14:37
in
14:37
there?
14:37
Because
14:38
we
14:38
had
14:38
this
14:38
recently
14:38
too.
14:39
The
14:39
store
14:40
was
14:40
busy,
14:41
which
14:41
was
14:41
good.
14:41
Right.
14:42
But
14:42
the
14:42
aisles
14:43
are
14:43
so
14:43
narrow.
14:45
They
14:45
were
14:45
losing
14:46
sales
14:46
because
14:46
people
14:46
just
14:46
couldn't
14:47
get
14:47
down
14:47
the
14:47
aisles.
14:48
I
14:48
know.
14:48
I
14:48
didn't
14:49
go
14:49
down
14:49
the
14:49
one
14:49
aisle
14:49
to
14:49
look
14:50
at
14:50
something
14:50
I
14:50
was
14:51
really
14:51
interested
14:51
in
14:52
because
14:52
I
14:52
couldn't
14:52
get
14:53
down
14:53
the
14:53
aisle.
14:53
And
14:53
then
14:53
I
14:54
never
14:54
did,
14:54
you
14:55
know,
14:55
then
14:55
I
14:55
got
14:55
looking
14:56
at
14:56
something
14:56
else,
14:56
and
14:56
I
14:57
never
14:57
went
14:57
down
14:57
that
14:57
aisle
14:58
to
14:58
look
14:58
at
14:58
that
14:58
item
14:58
because
14:59
there
14:59
was
14:59
always
14:59
somebody
14:59
in
14:59
the
15:00
aisle
15:00
and
15:00
it
15:00
was
15:00
really
15:00
one
15:01
person
15:01
aisle.
15:01
They
15:02
were
15:02
so
15:02
jam
15:02
packed.
15:04
Well,
15:04
what's
15:04
interesting
15:05
is
15:05
you
15:05
see
15:05
that
15:05
I'm
15:06
envisioning,
15:07
you
15:07
know,
15:08
there
15:08
are
15:09
actual
15:10
aisle
15:10
standards
15:11
by
15:11
the
15:12
disability
15:12
act
15:12
and
15:13
different
15:13
things.
15:13
So
15:14
making
15:14
sure
15:14
that
15:14
your
15:14
store
15:15
actually
15:16
accommodates
15:17
everybody
15:18
is
15:18
important.
15:18
You
15:18
want
15:18
to
15:19
at
15:19
least
15:19
have
15:19
that
15:19
passerby
15:20
effect.
15:20
Right?
15:22
But,
15:22
you
15:22
know,
15:22
enhancing
15:23
the
15:23
store
15:24
is
15:25
really,
15:25
I
15:25
tell
15:25
people,
15:26
look
15:26
up,
15:26
look
15:26
down,
15:27
look
15:27
left,
15:27
look
15:27
right,
15:28
okay?
15:29
And
15:29
it's
15:30
everything.
15:30
It's
15:31
all
15:31
over.
15:31
It's
15:31
not
15:32
just
15:32
what's
15:32
ahead
15:32
of
15:33
you
15:33
as
15:34
a
15:34
customer.
15:34
All
15:35
of
15:35
those
15:36
details
15:37
matter.
15:37
When
15:37
you
15:38
walk
15:38
into
15:38
a
15:38
store
15:38
for
15:39
the
15:39
first
15:39
time
15:40
as
15:40
a
15:40
business
15:40
operator,
15:41
you
15:41
know
15:42
it
15:42
like
15:42
the
15:42
back
15:42
of
15:42
your
15:42
hand.
15:43
But
15:43
other
15:44
consumers
15:44
don't
15:45
always.
15:45
So
15:46
we
15:46
need
15:46
to
15:46
make
15:46
sure
15:46
that
15:46
we're
15:47
giving
15:47
them
15:47
an
15:47
understanding
15:48
of
15:48
which
15:48
direction
15:49
should
15:49
they
15:49
go,
15:50
why
15:50
should
15:50
they
15:50
turn
15:51
and
15:51
go
15:51
that
15:51
way?
15:52
Is
15:52
there
15:52
any
15:52
clarity
15:53
through
15:53
signage
15:53
to
15:54
help
15:54
them
15:54
understand?
15:55
There's
15:55
again,
15:55
like
15:56
staples
15:56
and
15:56
statements
15:57
or
15:57
a
15:57
clearance
15:57
section,
15:58
things
15:58
that.
15:58
Or
15:59
a
15:59
call
15:59
to
15:59
action,
16:00
like
16:01
let's
16:02
say
16:02
it's
16:02
horse
16:02
feed,
16:03
or
16:03
let's
16:03
say
16:04
it's
16:04
riding
16:05
accessories,
16:05
whatever
16:06
it
16:06
might
16:06
be.
16:07
So
16:08
really
16:08
lean
16:08
into
16:09
how
16:09
the
16:10
flow
16:10
of
16:10
your
16:10
store
16:12
complements
16:13
or
16:13
distracts
16:14
the
16:15
customer
16:15
experience.
16:17
And
16:17
I
16:17
think
16:18
we
16:18
always
16:19
say
16:19
that
16:19
every
16:19
barn
16:20
has
16:20
a
16:20
feel.
16:20
When
16:21
you
16:21
walk
16:21
into
16:21
a
16:22
barn,
16:23
you
16:23
know,
16:23
it's
16:23
a
16:23
boarding,
16:24
stable
16:24
or
16:24
whatever
16:24
it
16:25
is,
16:25
a
16:25
show
16:25
barn
16:25
or
16:26
whatever,
16:26
they
16:27
all
16:27
have
16:27
their
16:27
own
16:28
feel.
16:28
And
16:28
it's
16:28
hard
16:28
to
16:29
describe
16:29
that
16:29
feel,
16:30
right?
16:30
It's
16:30
hard,
16:30
hard.
16:31
It's
16:31
hard
16:31
to
16:31
describe
16:32
what
16:32
you're
16:32
feeling,
16:32
but
16:32
you're
16:33
definitely
16:33
feeling
16:34
something,
16:35
right?
16:35
Stress,
16:36
tension,
16:37
happiness,
16:38
relaxation.
16:39
All
16:40
of
16:40
those
16:40
are
16:40
things
16:41
that
16:41
you
16:41
feel
16:42
when
16:42
you
16:42
walk
16:42
into
16:43
somebody's
16:43
barn,
16:44
a
16:44
barn
16:44
you've
16:44
never
16:44
been
16:45
to
16:45
before.
16:46
It's
16:46
the
16:46
same
16:47
thing
16:47
when
16:47
you
16:47
watch
16:47
walk
16:48
into
16:48
a
16:48
boutique
16:49
shop.
16:50
And
16:50
it's
16:50
so
16:51
hard
16:51
to
16:51
nail
16:51
down
16:52
how
16:52
to
16:53
get
16:53
the
16:53
feeling
16:53
you
16:54
want
16:55
when
16:56
somebody
16:56
walks
16:56
into
16:57
a
16:57
store.
16:57
But
16:57
it's
16:58
there.
16:59
Oh,
16:59
100%.
17:00
And
17:00
that,
17:01
that
17:01
can
17:01
really
17:02
describe
17:03
the
17:03
sentiment
17:03
to
17:03
the
17:03
consumer
17:04
of
17:04
what
17:04
they
17:05
want
17:05
out
17:05
of
17:05
that
17:05
experience.
17:06
Like,
17:06
ooh,
17:06
I
17:06
want
17:07
to
17:07
be
17:07
here.
17:07
Oh,
17:08
I
17:08
need
17:08
something,
17:09
even
17:09
though
17:09
I
17:09
don't.
17:10
Or
17:10
I
17:10
love,
17:11
love
17:11
that
17:11
person
17:12
helping
17:12
me.
17:12
I
17:12
mean,
17:13
that
17:13
sentiment
17:13
can
17:14
really
17:14
drive
17:14
dollars.
17:15
So
17:15
I
17:15
think
17:15
it's
17:15
important.
17:17
And
17:17
I
17:17
think
17:17
too,
17:18
it
17:18
Depends
17:18
on
17:18
what
17:18
you're
17:19
shopping
17:19
for
17:19
at
17:19
the
17:20
moment.
17:20
Obviously
17:20
if
17:20
you're
17:21
going
17:21
and
17:21
I
17:21
want
17:21
warmer
17:22
and
17:22
I
17:22
want
17:22
supplements
17:23
and
17:23
I
17:23
want
17:23
this.
17:24
You're
17:24
not
17:24
expecting
17:25
a
17:25
cozy
17:25
shop,
17:26
you're
17:26
expecting
17:26
a
17:26
place
17:27
where
17:27
almost
17:28
sterile,
17:29
vet
17:29
office
17:29
type
17:30
of
17:30
setting.
17:31
And
17:31
I
17:32
have
17:32
seen
17:32
some
17:33
stores.
17:33
We're
17:33
so
17:33
fortunate
17:33
to
17:34
live
17:34
in
17:34
Ocala
17:34
because
17:34
there's
17:34
like
17:35
10
17:35
tax
17:35
shops
17:35
within
17:36
10
17:36
miles
17:36
of
17:37
us.
17:37
We
17:37
have
17:37
more
17:38
than
17:38
probably
17:38
anywhere
17:38
in
17:38
the
17:39
country.
17:39
And
17:41
they
17:41
all
17:41
have
17:41
a
17:41
different
17:42
feel
17:42
and
17:43
they
17:43
all.
17:44
You're,
17:44
you're
17:45
going
17:45
there
17:45
to
17:45
shop
17:46
for
17:46
different
17:46
things.
17:47
Yeah,
17:47
absolutely.
17:48
You
17:48
know,
17:49
it's
17:49
interesting
17:49
too
17:49
as
17:49
you
17:50
think
17:50
about
17:50
that.
17:51
It
17:51
made
17:51
me
17:51
think
17:51
about
17:52
that
17:52
generational
17:53
customer
17:53
and
17:54
how
17:54
consumers
17:55
are
17:55
changing
17:55
and
17:56
stores
17:56
are
17:56
going
17:56
to
17:56
have
17:56
to
17:56
start
17:57
recognizing
17:58
the
17:58
consumer
17:58
change
17:59
of
17:59
the
17:59
buying
18:00
customer.
18:00
Who
18:00
is
18:00
that
18:01
buying
18:01
customer
18:01
right
18:02
now,
18:02
you
18:02
know,
18:03
and
18:03
who
18:03
are
18:03
they
18:04
going
18:04
to
18:04
become?
18:04
How
18:05
will
18:05
the
18:05
dollar
18:05
shift?
18:06
And
18:06
those
18:06
are
18:06
things
18:06
that
18:07
the
18:07
general
18:07
business
18:08
of
18:08
retail
18:08
across
18:09
any
18:09
category
18:10
are
18:10
going
18:10
to
18:10
always
18:11
need
18:11
to
18:11
sort
18:11
of
18:11
look
18:11
at
18:12
too.
18:12
So
18:12
what
18:12
are
18:12
the
18:13
young
18:13
twenties
18:13
looking
18:14
for
18:14
now?
18:14
So
18:14
if
18:15
you
18:15
were
18:15
going
18:15
to
18:15
take
18:15
a
18:15
look
18:16
at
18:16
that
18:16
generation,
18:17
what,
18:17
what,
18:18
what's
18:18
different
18:18
about
18:19
what
18:19
they're
18:19
looking
18:19
for
18:19
in
18:19
a
18:20
shopping
18:20
experience?
18:21
So
18:21
one
18:21
of
18:21
the
18:21
things
18:22
I
18:22
actually
18:22
really
18:22
love
18:23
about
18:23
their
18:23
generation,
18:24
I
18:24
think
18:24
it
18:24
actually
18:25
mimics
18:25
Gen
18:26
X.
18:26
So
18:27
Gen
18:27
X
18:27
would
18:28
be
18:28
really,
18:29
you're
18:30
just
18:30
under
18:30
your
18:30
baby
18:31
boomers,
18:31
right.
18:32
So
18:32
everyone
18:32
I
18:33
feel
18:33
like
18:33
is
18:33
familiar
18:33
with
18:33
the
18:34
term
18:34
baby
18:34
boomers.
18:34
They
18:34
would
18:35
be
18:35
just
18:35
under
18:35
your
18:35
baby.
18:35
My
18:36
age,
18:36
yeah.
18:37
And
18:37
I
18:38
follow
18:38
the
18:38
Gen
18:38
Xer
18:39
myself.
18:39
And
18:40
then
18:40
also
18:40
you
18:40
have
18:40
Gen
18:41
Z
18:41
now.
18:41
Gen
18:42
Z
18:42
is
18:42
your
18:42
younger
18:43
customer.
18:43
They're
18:43
going
18:43
to
18:44
be
18:44
your
18:44
little
18:45
bit
18:45
older
18:45
teens
18:46
into
18:46
the
18:46
20s.
18:47
So
18:48
both
18:48
of
18:48
these
18:49
generations
18:50
really
18:50
relate
18:50
to
18:50
what
18:51
I
18:51
refer
18:51
to
18:51
as
18:52
shoppertainment.
18:54
And
18:54
that
18:54
means
18:54
they
18:55
want
18:55
to
18:55
be
18:55
entertained
18:55
while
18:56
they
18:56
shop.
18:56
It
18:56
might
18:57
be
18:57
a
18:58
demonstration,
18:59
it
18:59
might
18:59
be
19:00
a
19:00
volunteer
19:01
opportunity,
19:01
it
19:01
might
19:02
be
19:02
a
19:02
charity
19:03
tied
19:03
event
19:03
to
19:04
a
19:04
store.
19:05
So
19:05
anything
19:05
that's
19:06
going
19:06
to
19:06
elevate
19:07
the
19:07
experience
19:07
as
19:08
a
19:08
consumer
19:08
beyond
19:09
just
19:09
buying.
19:10
So
19:11
it
19:11
could
19:11
be
19:12
a
19:12
Saturday
19:13
night
19:13
get
19:14
together
19:14
or
19:15
morning
19:15
mimosas
19:16
at
19:16
the
19:16
barn.
19:17
Right.
19:17
There's
19:17
ways
19:18
that
19:18
you
19:18
can
19:18
do
19:18
things
19:19
that
19:19
just
19:20
bring
19:20
entertainment
19:21
to
19:22
the
19:22
store
19:23
or
19:23
sometimes
19:23
your
19:24
store
19:24
leaves
19:24
the
19:24
store
19:24
and
19:25
goes
19:25
somewhere
19:25
else
19:25
and
19:26
does
19:26
a
19:26
little
19:26
pop
19:26
up
19:26
somewhere
19:27
and
19:27
still
19:28
brings
19:28
that
19:28
entertainment.
19:29
So
19:29
that
19:29
shoppertainment
19:30
I
19:30
think
19:31
is
19:31
really
19:31
something
19:31
to
19:32
think
19:32
about.
19:33
So
19:33
what
19:33
is
19:34
it
19:34
that
19:35
small
19:35
retailers
19:35
overlook?
19:36
What's,
19:37
what's
19:37
the,
19:37
you
19:37
know,
19:38
what
19:38
are
19:38
the
19:38
couple
19:38
of
19:39
big
19:39
sins
19:39
that
19:39
they
19:40
always
19:40
overlook?
19:41
And
19:41
it's
19:41
something
19:42
that
19:42
they
19:42
should
19:42
be
19:42
paying
19:43
More
19:43
attention
19:43
to.
19:44
And
19:44
it's
19:44
probably
19:44
something
19:44
you
19:45
run
19:45
into
19:45
in
19:45
your
19:45
consulting
19:46
all
19:46
the
19:46
time.
19:46
Yeah,
19:47
honestly,
19:48
it's
19:48
the
19:48
not
19:49
so
19:49
fun
19:49
stuff.
19:49
You
19:50
know,
19:50
people
19:50
open
19:50
up
19:51
stores
19:52
tied
19:52
to
19:52
certain
19:53
categories
19:53
typically
19:54
because
19:54
they
19:54
have
19:54
a
19:54
love
19:54
for
19:55
that
19:55
category.
19:55
Right?
19:55
Yeah,
19:56
we
19:56
like
19:56
horses,
19:56
so
19:56
we
19:57
open
19:57
a
19:57
tax
19:57
shop.
19:57
Yeah,
19:58
that's
19:58
exactly
19:59
the
19:59
case.
19:59
And
19:59
that
20:00
can
20:00
be
20:00
true
20:00
for.
20:01
I
20:01
bet
20:01
you
20:01
it's
20:01
more
20:02
true
20:02
in
20:02
our
20:02
world
20:02
than
20:03
any
20:03
other
20:03
world.
20:03
Actually.
20:04
I
20:04
would
20:04
say
20:04
biking
20:05
and
20:05
you
20:05
have
20:05
a
20:05
lot
20:06
in
20:06
common.
20:07
Skiing.
20:08
Both
20:08
of
20:08
these
20:09
are
20:09
riding
20:10
businesses.
20:10
Like
20:10
you're
20:10
riding
20:11
a
20:11
horse,
20:11
you're
20:11
riding
20:11
a
20:12
bike.
20:12
There's
20:13
a
20:13
lot
20:13
of
20:13
passion
20:14
around
20:14
that.
20:14
And
20:14
I
20:15
respect
20:15
all
20:15
these
20:15
categories,
20:16
by
20:16
the
20:16
way.
20:17
But
20:17
one
20:17
of
20:17
the
20:17
things
20:17
that
20:18
I
20:18
often
20:18
see
20:18
is
20:19
that
20:19
the
20:20
passion
20:20
for
20:20
that
20:21
business,
20:21
the
20:21
drive
20:22
to
20:22
open
20:22
that
20:22
store
20:23
doesn't
20:23
always
20:24
have
20:24
that
20:24
same
20:24
passion
20:25
when
20:25
it
20:25
comes
20:25
to
20:25
like
20:26
behind
20:26
the
20:27
scenes
20:27
details
20:28
of
20:28
the
20:28
data
20:29
of
20:29
the
20:29
point
20:29
of
20:29
sale,
20:30
the
20:30
customer
20:30
management,
20:31
or
20:31
I'm
20:31
sorry,
20:31
employee
20:32
management,
20:33
such
20:33
as
20:33
doing
20:33
an
20:34
annual
20:34
review
20:34
with
20:35
your
20:35
employees
20:36
or
20:36
heightening
20:37
training
20:37
opportunities
20:38
or
20:38
introducing
20:39
a
20:39
loyalty
20:39
program
20:40
or
20:40
incorporating
20:41
best
20:41
practices
20:42
for
20:42
that
20:42
customer
20:43
service
20:43
we
20:43
talked
20:43
about
20:43
earlier.
20:44
Often
20:45
it's
20:45
around
20:45
the
20:46
product,
20:46
but
20:47
it's
20:47
not
20:47
around
20:47
the
20:48
experience.
20:48
So
20:48
I
20:49
tell
20:49
people,
20:49
make
20:50
sure
20:50
you
20:50
take
20:50
the
20:50
time
20:51
to
20:51
create
20:51
the
20:51
experience
20:52
because
20:52
that's
20:52
what's
20:52
going
20:53
to
20:53
help
20:53
sell
20:53
the
20:53
products.
20:54
You
20:54
know,
20:55
the
20:55
passion
20:55
lies
20:55
is
20:56
the
20:56
product
20:57
and
20:57
employees.
20:58
That's
20:58
a
20:58
tough
20:58
one
20:58
too
20:59
nowadays.
20:59
Oh
21:00
my
21:00
goodness.
21:01
Yeah.
21:01
So
21:02
I'm
21:02
sure
21:03
that
21:03
you
21:03
have
21:03
people
21:03
coming
21:03
to
21:03
you
21:04
all
21:04
the
21:04
time
21:04
talking
21:04
to
21:04
employees.
21:06
Oh
21:06
yeah.
21:07
I
21:07
mean,
21:07
employees
21:08
have
21:08
challenges
21:09
historically,
21:10
but
21:10
I
21:10
think
21:11
modern
21:12
day
21:12
employees
21:13
have
21:13
even
21:13
more.
21:13
Part
21:13
of
21:14
that
21:14
has
21:14
to
21:14
do
21:14
with
21:15
the
21:15
generational
21:16
management
21:16
of
21:16
them.
21:17
Right.
21:17
So
21:17
whoever's
21:18
hiring
21:19
and
21:19
managing
21:19
is
21:20
often
21:20
of
21:20
a
21:20
different
21:20
generation
21:21
than
21:21
some
21:22
of
21:22
their
21:22
part
21:22
time
21:22
or
21:23
even
21:23
full
21:23
time
21:23
associates.
21:24
And
21:24
that
21:25
alone,
21:26
generational
21:26
communication,
21:27
back
21:27
to
21:27
that
21:28
word
21:28
communication
21:29
preferences
21:30
really
21:30
vary.
21:31
So
21:31
I
21:32
might
21:32
say
21:32
something
21:32
to
21:33
someone
21:33
and
21:33
they
21:33
interpret
21:34
it
21:34
as
21:35
a
21:35
negative
21:35
feedback,
21:36
whereas
21:36
I
21:36
looked
21:36
at
21:37
it
21:37
as
21:37
a
21:37
precise
21:39
delivery
21:40
of
21:40
hey,
21:41
we
21:41
need
21:41
to
21:41
get
21:41
this
21:41
done.
21:42
And
21:42
they
21:42
look
21:42
at
21:42
it
21:43
like,
21:43
oh
21:43
my
21:43
God,
21:43
why
21:43
are
21:43
you
21:43
yelling
21:44
at
21:44
me?
21:45
So
21:45
we
21:46
need
21:46
to
21:46
be
21:47
mindful
21:47
of
21:48
all
21:48
these
21:48
details,
21:49
but
21:49
at
21:49
the
21:49
end
21:49
of
21:49
the
21:49
day
21:50
just
21:50
aware
21:50
that
21:51
they
21:51
do
21:51
exist
21:52
and
21:53
considerate
21:53
of
21:53
what
21:53
that
21:54
looks
21:54
like.
21:54
You
21:54
know,
21:54
even
21:55
how
21:55
we
21:55
communicate
21:56
with
21:56
our
21:56
team.
21:57
Thankfully
21:57
there
21:57
are
21:58
apps
21:58
that
21:59
allow
21:59
you
21:59
to
21:59
have
21:59
like
22:00
organized
22:00
communication.
22:01
If
22:01
you
22:02
have
22:02
five
22:02
or
22:02
more
22:02
employees,
22:03
I
22:03
think
22:03
it's
22:03
more
22:03
important
22:04
to
22:04
consider
22:04
that.
22:05
But
22:05
if
22:05
you
22:05
have
22:06
five
22:06
or
22:06
less,
22:06
I
22:06
don't
22:06
know
22:06
if
22:07
it's
22:07
always
22:07
as
22:08
Needed.
22:08
But
22:09
there
22:09
are
22:09
some
22:09
apps
22:10
that
22:10
can
22:10
be
22:10
integrated
22:11
into
22:13
any
22:13
size
22:13
business
22:14
to
22:14
help
22:14
with
22:14
employee
22:15
management
22:15
trading
22:16
schedules.
22:16
For
22:16
example,
22:17
like
22:17
hey,
22:18
last
22:18
minute,
22:18
I
22:18
can't
22:18
work
22:19
Saturday.
22:19
Can
22:19
someone
22:20
cover
22:20
my
22:20
shift?
22:20
Okay,
22:21
so
22:21
that
22:22
you
22:22
led
22:22
me
22:22
right
22:23
into
22:23
my
22:23
next
22:23
question
22:23
was
22:24
are
22:24
there
22:25
apps
22:25
that
22:25
you
22:25
would
22:25
recommend
22:26
for
22:26
in
22:27
general
22:27
for
22:27
the
22:27
running
22:27
of
22:28
a
22:28
small
22:28
retail.
22:29
Yes.
22:30
And
22:30
so
22:31
unfortunately
22:31
I'm
22:31
not
22:31
going
22:31
to
22:31
quote
22:32
them
22:32
each
22:32
because
22:32
there's
22:33
like
22:33
three
22:33
or
22:33
four.
22:34
And
22:34
I
22:34
know
22:35
for
22:35
a
22:35
fact
22:35
that
22:35
all
22:35
of
22:36
them
22:36
vary
22:36
in
22:37
the
22:37
size
22:37
of
22:38
which
22:38
that's
22:38
what
22:39
I
22:39
would
22:39
need
22:39
to
22:39
confirm.
22:40
Some
22:41
only
22:41
begin
22:41
at
22:42
like
22:42
20
22:42
plus
22:42
employees,
22:43
other
22:43
begin
22:43
at
22:43
10
22:44
plus.
22:44
Some
22:45
begin
22:45
at
22:45
actually
22:45
2
22:46
plus.
22:46
And
22:47
so
22:47
there
22:47
are
22:47
employee,
22:48
they're
22:48
called
22:48
employee
22:49
management
22:49
apps
22:50
or
22:50
employee
22:50
shift.
22:51
Like
22:51
shift
22:51
is
22:52
actually
22:52
the
22:52
name
22:52
of
22:52
one
22:53
of
22:53
them
22:53
with
22:53
Y.
22:54
Shift
22:54
with
22:54
Y.
22:55
So
22:55
that's
22:56
a
22:56
great
22:56
place
22:56
to,
22:57
if
22:57
you
22:57
were
22:57
curious
22:58
to
22:58
lean
22:58
into
22:59
those
22:59
apps
22:59
to
22:59
see
23:00
if
23:00
it
23:00
could
23:00
sort
23:00
of
23:00
ease
23:01
communication
23:01
challenges.
23:02
Also
23:02
as
23:03
an
23:03
owner
23:04
or
23:04
manager,
23:04
the
23:05
scheduling
23:06
on
23:06
that
23:06
becomes
23:06
a
23:07
little
23:07
bit
23:07
easier
23:07
too
23:08
because
23:08
you
23:08
can
23:08
even
23:08
do
23:08
it,
23:09
you
23:10
know,
23:10
if
23:10
you
23:10
wanted
23:10
to
23:11
from
23:11
your
23:11
phone
23:11
when
23:12
you're
23:12
not
23:12
actually
23:12
in
23:13
the
23:13
store
23:13
or
23:13
if
23:14
something
23:14
changes,
23:14
you
23:15
can
23:15
quickly
23:15
make
23:15
that.
23:16
So
23:16
it's
23:16
very
23:16
beneficial
23:17
for
23:17
sure.
23:18
And
23:18
I
23:18
know,
23:19
I
23:19
know
23:19
some
23:20
small
23:21
retailers
23:21
that
23:21
are
23:22
using,
23:23
that
23:23
are
23:23
using
23:24
the
23:24
basic
23:24
Google
23:25
apps
23:25
for
23:25
all
23:25
of
23:25
that
23:26
stuff
23:26
and
23:26
they're
23:26
using
23:26
it
23:27
well,
23:28
you
23:28
know,
23:28
and
23:29
it's
23:29
fairly
23:29
dismissed
23:30
the.
23:30
Same
23:30
way
23:30
we
23:31
talked
23:31
about
23:31
the
23:31
analytics
23:31
earlier.
23:32
Google
23:32
is
23:32
a
23:32
very
23:33
powerful
23:33
and
23:34
often
23:34
free
23:34
tool
23:35
for
23:35
many
23:35
of
23:35
us.
23:36
Yep.
23:36
Yeah,
23:36
I
23:36
mean
23:36
I,
23:37
I
23:37
run
23:37
the
23:37
whole
23:37
network
23:38
on
23:38
Google.
23:38
You
23:39
know,
23:39
we
23:39
have
23:39
for
23:39
16
23:40
years,
23:40
you
23:40
know,
23:41
and
23:41
it,
23:41
it
23:41
hasn't
23:42
changed.
23:43
So
23:43
how
23:44
is
23:44
there
23:44
something
23:45
that
23:45
you
23:45
recommend
23:45
for
23:46
streamlining
23:47
basically
23:47
the
23:47
daily
23:48
operations
23:49
so
23:49
that
23:49
you
23:49
have
23:50
more
23:50
time
23:50
for
23:50
customers
23:51
and
23:51
engagement
23:51
and
23:51
doing
23:52
the
23:52
fun
23:52
stuff,
23:53
especially
23:53
as
23:54
the
23:54
owner.
23:54
You
23:54
know,
23:55
obviously
23:55
tools
23:56
would
23:56
be,
23:56
I
23:56
guess
23:56
your
23:57
number
23:57
one
23:57
recommendation
23:58
is
23:58
make
23:58
sure
23:58
you
23:58
have
23:58
all
23:58
the
23:59
tools
23:59
in
23:59
place
23:59
that
24:00
help
24:00
you
24:00
do
24:00
those
24:01
things.
24:02
You
24:02
know,
24:02
I
24:02
really
24:02
think
24:03
it
24:03
takes
24:03
some
24:04
clarity
24:04
within
24:04
yourself
24:05
to
24:05
identify
24:06
what
24:06
does
24:06
your
24:06
weekly
24:07
rotation
24:07
look
24:08
like.
24:08
Okay,
24:09
so
24:09
meaning
24:10
is
24:10
Monday
24:11
your
24:11
remerchandising
24:12
day?
24:12
You
24:12
know
24:12
your
24:13
schedule
24:13
better
24:13
than
24:13
anyone
24:14
else.
24:14
Where
24:14
are
24:14
your
24:14
busier
24:15
days?
24:15
So
24:15
let's
24:16
just
24:16
use
24:16
a
24:16
general
24:17
seven
24:17
day
24:17
week
24:17
if
24:17
you're
24:18
open
24:18
five
24:18
or
24:19
six
24:19
days,
24:20
making
24:20
sure
24:20
that
24:20
you
24:21
identify
24:21
on
24:21
certain
24:22
days
24:22
based
24:22
on
24:22
the
24:23
historic
24:24
customer
24:25
flow
24:25
of
24:25
your
24:25
store
24:26
that
24:26
you're
24:26
incorporating
24:27
key
24:28
responsibilities
24:29
that
24:29
you
24:29
have
24:30
to
24:30
do
24:30
like
24:30
billing,
24:31
invoice
24:31
management,
24:32
but
24:32
also
24:32
that
24:33
you
24:33
want
24:34
to
24:34
do
24:34
within
24:34
the
24:34
store
24:35
space,
24:35
like
24:35
merchandising
24:36
you
24:36
might
24:37
identify,
24:37
listen,
24:38
we
24:38
need
24:38
to
24:38
change
24:39
those
24:40
grab
24:40
and
24:40
go
24:41
items
24:42
at
24:42
our
24:42
checkout
24:43
thing
24:43
at
24:43
least
24:43
once
24:44
weekly.
24:44
That
24:44
gets
24:45
lost
24:45
in
24:45
our
24:45
mind
24:45
if
24:45
we
24:46
forget
24:46
about
24:46
it.
24:46
So
24:47
I
24:47
always
24:47
tell
24:47
people,
24:48
create
24:48
like
24:48
your
24:49
basic
24:49
checklist
24:50
of
24:50
daily
24:52
chores
24:53
that
24:53
you
24:53
can
24:53
just
24:53
literally
24:54
check
24:54
off.
24:55
And
24:55
it
24:55
could
24:55
be
24:56
simple,
24:56
but
24:56
at
24:56
least
24:56
it
24:57
doesn't.
24:57
You
24:57
don't
24:57
have
24:57
to
24:57
think
24:57
about
24:58
it
24:58
then,
24:58
you
24:58
know,
24:58
every
24:59
Monday
24:59
this
24:59
is
24:59
what
24:59
you
24:59
do.
25:00
Every
25:00
Tuesday,
25:00
this
25:00
is
25:00
what
25:01
you
25:01
do.
25:01
Sometimes
25:02
they're
25:02
even
25:02
inserting
25:03
things
25:03
like
25:03
clean
25:03
the
25:04
bathroom,
25:04
right?
25:04
So
25:05
Wednesdays,
25:05
clean
25:06
the
25:06
bathroom
25:06
day.
25:06
I
25:06
mean,
25:07
these
25:07
are
25:07
the
25:08
not
25:08
so
25:08
fun
25:08
parts
25:09
of
25:09
running
25:09
a
25:09
business,
25:10
but
25:10
they
25:10
all
25:10
have
25:10
to
25:11
get
25:11
done.
25:12
And
25:12
sweeping
25:12
the
25:13
front
25:13
porch
25:13
or
25:13
the
25:14
front
25:14
stoop
25:14
or
25:14
however
25:15
it
25:15
might
25:15
be
25:15
identified.
25:16
So
25:17
all
25:17
these
25:17
things
25:17
are
25:17
things
25:18
you
25:18
can
25:18
sort
25:18
of
25:18
separate
25:19
within
25:19
your
25:19
five
25:19
or
25:20
six
25:20
day
25:20
or
25:20
maybe
25:20
seven
25:21
day
25:21
work
25:21
week
25:22
and
25:22
then
25:22
even
25:22
break
25:22
it
25:23
down
25:23
into
25:23
your
25:23
shift
25:24
management.
25:25
I've
25:25
seen
25:25
some
25:25
stores
25:26
really
25:26
successfully
25:28
identify,
25:28
here's
25:28
your
25:29
opening
25:29
responsibilities
25:30
and
25:30
your
25:30
closing
25:30
responsibilities,
25:31
but
25:32
those
25:32
vary
25:33
each
25:33
day
25:33
of
25:33
the
25:33
week.
25:34
So
25:35
things
25:35
like
25:35
that
25:36
and
25:36
have
25:36
them
25:37
in
25:37
writing,
25:37
oh,
25:38
100%.
25:38
And
25:38
have
25:39
them
25:39
ideally
25:40
a
25:40
signature
25:41
upon
25:41
completion.
25:42
So
25:43
it's
25:43
old
25:43
school,
25:43
but
25:44
it's
25:44
effective
25:45
even
25:45
for
25:45
myself.
25:46
Just,
25:46
you
25:46
know,
25:46
I'm
25:46
in
25:47
my
25:47
office
25:47
a
25:47
lot.
25:47
I
25:47
go
25:47
to
25:47
trade
25:48
shows
25:48
all
25:48
over.
25:48
I'm
25:49
very
25:49
fortunate
25:50
to,
25:50
you
25:50
know,
25:50
speak
25:51
and
25:51
travel
25:51
and
25:51
consult
25:52
across
25:52
the
25:52
world.
25:52
But
25:53
if
25:53
I'm
25:53
in
25:54
my
25:54
office,
25:54
I
25:54
have
25:55
written
25:55
checklists
25:55
of
25:56
what
25:56
I
25:56
have
25:56
to
25:56
literally
25:57
check
25:57
off
25:57
and
25:57
I
25:57
literally
25:58
check
25:58
it
25:58
off.
25:59
It's
25:59
old
25:59
school,
26:00
but
26:00
it's
26:00
effective
26:01
in
26:01
your
26:02
store.
26:02
That
26:03
traditional
26:03
manual
26:04
that
26:04
a
26:04
brick
26:04
and
26:04
mortar
26:05
store
26:05
has,
26:05
I
26:06
think
26:06
is
26:06
where
26:06
you
26:06
keep
26:06
these
26:07
things.
26:07
It's
26:08
also
26:08
a
26:08
reminder.
26:09
You
26:09
put
26:09
those
26:09
three
26:10
steps
26:10
of
26:11
be
26:12
starstruck,
26:12
treat
26:13
them
26:13
like
26:13
royalty,
26:14
get
26:14
their
26:14
autographs,
26:14
those
26:15
little
26:15
reminders
26:15
tucked
26:16
in
26:16
throughout
26:16
your
26:17
store
26:17
as
26:17
well,
26:17
the
26:17
back
26:18
of
26:18
a
26:18
break
26:18
room.
26:19
And
26:19
it
26:19
all
26:19
adds
26:20
up
26:20
and
26:20
really
26:20
does
26:20
help.
26:21
So
26:22
I
26:22
want
26:22
to
26:22
talk
26:22
about
26:22
something
26:23
else
26:23
that
26:23
we've
26:23
been,
26:24
we're
26:25
using
26:25
more
26:26
now
26:26
on
26:27
our
26:27
side,
26:27
on
26:27
the
26:27
media
26:28
side
26:28
of
26:28
the
26:28
world.
26:29
And
26:29
that's
26:29
AI.
26:30
Where
26:30
do
26:31
you
26:31
see
26:31
AI
26:32
coming
26:32
into
26:32
retail
26:33
in
26:33
the
26:33
next
26:33
year
26:33
or
26:33
two?
26:34
I
26:34
spend
26:35
a
26:35
lot
26:35
of
26:35
time
26:35
talking
26:36
about
26:36
AI
26:36
across
26:37
a
26:37
variety
26:37
of
26:38
different
26:38
either
26:38
clients.
26:39
And
26:39
I've
26:39
been
26:39
fortunate
26:39
to
26:39
go
26:40
to
26:40
like
26:40
big
26:40
tech
26:40
events
26:41
and
26:41
learn
26:42
about
26:42
it
26:42
firsthand.
26:43
I
26:43
think
26:44
that
26:44
like
26:44
ChatGPT
26:45
can
26:45
offer
26:46
marketing
26:47
copy
26:47
if
26:47
you
26:48
just
26:48
want
26:48
to
26:48
like
26:48
learn
26:49
ways
26:49
to
26:49
more
26:49
effectively
26:50
communicate
26:50
to
26:50
your
26:51
audience,
26:51
come
26:52
up
26:52
with
26:52
something,
26:53
even
26:53
if
26:53
you
26:53
go
26:53
back
26:54
and
26:54
then
26:54
shape
26:55
it
26:55
out
26:55
to
26:55
feel
26:55
a
26:55
little
26:56
bit
26:56
more
26:56
authentic
26:57
to
26:57
who
26:57
you
26:57
are
26:57
as
26:58
a
26:58
brand.
26:58
That's
26:59
always
26:59
great.
27:00
People
27:00
who
27:00
struggle
27:00
with
27:01
social
27:01
media
27:01
content,
27:02
what
27:02
do
27:02
I
27:03
share
27:03
that
27:04
can
27:04
also
27:04
help
27:04
you
27:04
there?
27:06
I
27:07
do
27:07
think
27:07
that
27:08
AI
27:08
should
27:08
be
27:10
reviewed,
27:10
though.
27:10
I
27:11
don't
27:11
think
27:11
you
27:11
should
27:11
just
27:11
like
27:12
do
27:12
it
27:12
and
27:12
throw
27:12
it
27:13
out
27:13
there.
27:13
I'm
27:14
a
27:14
very,
27:14
like,
27:14
I
27:14
love
27:15
communication.
27:16
I
27:17
hesitate
27:17
to
27:17
use
27:18
AI
27:18
much,
27:19
but
27:19
I
27:19
know
27:19
that
27:19
it
27:20
adds
27:20
tremendous
27:20
value
27:21
to
27:21
people
27:21
who
27:21
are
27:22
not
27:22
as
27:22
comfortable
27:23
writing
27:23
or
27:23
communicating.
27:24
And
27:24
I
27:24
think
27:24
that's
27:25
going
27:25
to
27:25
be
27:25
from
27:26
a
27:26
retailer
27:26
side,
27:27
one
27:27
of
27:27
the
27:27
most
27:27
optimized
27:28
ways
27:28
we
27:28
can
27:28
leverage
27:29
AI.
27:29
And
27:30
then,
27:30
you
27:31
know,
27:31
you
27:31
might
27:31
want
27:31
to
27:31
think
27:31
about
27:32
how
27:32
you
27:32
can
27:32
even
27:32
use
27:33
AI
27:33
to
27:33
create
27:33
social
27:34
media
27:34
graphics
27:34
and
27:35
other
27:35
marketing
27:35
components
27:36
for
27:36
your
27:36
business
27:36
because
27:36
they're
27:37
doing
27:37
amazing
27:37
things
27:37
through
27:38
that.
27:39
And
27:39
we
27:39
use
27:39
it,
27:39
we
27:40
use
27:40
it
27:40
similar
27:41
to
27:41
that
27:41
and
27:41
we
27:41
do.
27:42
Obviously
27:42
you
27:43
proof
27:43
everything
27:43
you
27:43
know
27:44
and
27:44
you're,
27:44
you're
27:44
going
27:44
to
27:45
change
27:45
it
27:45
to
27:45
your
27:45
own
27:45
voice,
27:46
but
27:46
it
27:47
can
27:47
save
27:47
so
27:47
much
27:48
time.
27:48
Like
27:48
if
27:49
we're
27:49
doing
27:49
commercials,
27:50
we
27:50
can
27:50
tell
27:50
it,
27:51
you
27:51
know,
27:51
we
27:51
want
27:52
you
27:52
to,
27:53
we
27:53
want
27:53
you
27:53
to
27:53
write
27:53
a
27:54
commercial
27:54
about
27:54
this
27:54
weather,
27:55
beat
27:55
this
27:55
individual
27:56
weather,
27:56
be
27:56
the
27:56
product
27:57
from
27:57
a
27:57
funny
27:58
point
27:59
of
27:59
view.
27:59
Yeah.
28:00
And
28:00
it'll
28:00
do
28:01
it.
28:01
We
28:01
tweak
28:01
it
28:01
and
28:02
double
28:02
check
28:02
it
28:02
and
28:03
you're
28:03
good
28:03
to
28:03
go.
28:05
And
28:05
I
28:05
think
28:05
it's
28:06
on
28:06
the
28:06
business
28:06
side.
28:06
Remember,
28:07
we're
28:07
talking
28:07
about
28:07
that
28:07
business
28:08
side.
28:08
I
28:08
think
28:09
that's
28:09
where
28:10
AI
28:10
in
28:10
the
28:10
future
28:11
is
28:11
going
28:11
to
28:11
save
28:11
us
28:11
a
28:11
lot
28:12
of
28:12
time.
28:12
You're
28:13
going
28:13
to
28:13
be
28:13
able
28:13
to
28:14
do
28:14
some
28:14
of
28:14
those
28:15
boring,
28:16
monotonous
28:17
business
28:17
tasks.
28:17
AI
28:18
will
28:18
help
28:18
you
28:18
with
28:18
that.
28:19
The
28:19
more
28:19
and
28:19
more
28:20
it
28:20
gets
28:20
developed.
28:21
It's
28:21
being
28:21
developed
28:22
to
28:22
help
28:22
you
28:22
with
28:22
that.
28:23
And
28:24
I
28:24
think
28:24
that's
28:24
really
28:24
where
28:25
we're
28:25
going
28:25
to
28:25
see
28:25
in
28:25
the
28:26
coming
28:26
years.
28:27
You
28:27
know,
28:27
don't
28:27
be
28:27
afraid
28:28
to
28:28
try
28:28
it
28:28
out.
28:28
And
28:29
it's
28:29
meant
28:30
to
28:30
be
28:30
a
28:30
time
28:30
saver.
28:31
So.
28:31
And
28:31
I
28:31
think
28:32
also
28:32
to
28:32
your
28:32
point,
28:33
don't
28:33
be
28:33
afraid
28:33
to
28:33
try
28:33
it
28:34
out.
28:34
What
28:34
I
28:34
tell
28:34
brick
28:35
and
28:35
mortar
28:35
is
28:36
don't
28:36
let
28:36
it
28:36
scare
28:37
you
28:37
because
28:37
it
28:37
can
28:37
actually
28:38
help
28:38
you
28:38
bring
28:39
physical
28:39
bodies
28:39
into
28:40
your
28:40
store.
28:40
You
28:41
know,
28:41
brick
28:41
and
28:41
mortar
28:41
I'm
28:42
very
28:42
passionate
28:42
about,
28:43
I
28:43
love,
28:43
I
28:44
truly
28:44
believe
28:44
communities
28:45
come
28:45
to
28:45
life
28:45
through
28:46
their
28:46
brick
28:46
and
28:46
mortar
28:47
commerce
28:48
experiences
28:48
throughout
28:48
the
28:49
town.
28:49
And
28:50
with
28:51
AI,
28:51
it
28:51
can
28:52
help
28:52
you
28:52
digitally
28:53
communicate,
28:53
stay
28:54
in
28:54
touch
28:54
with
28:54
so
28:54
many
28:55
people
28:55
to
28:55
bring
28:55
that
28:56
traffic
28:56
to
28:56
your
28:56
store
28:57
because
28:57
you're
28:57
never
28:58
going
28:58
to
28:58
really
28:58
replicate
28:59
that
28:59
once
28:59
they're
29:00
in
29:00
your
29:00
store.
29:00
Once
29:01
they're
29:01
in
29:01
your
29:01
store.
29:01
This
29:01
is
29:02
where
29:02
you
29:02
get
29:02
to
29:02
shine
29:02
through
29:03
customer
29:03
service.
29:04
Your
29:04
product
29:04
assortment,
29:05
all
29:05
the
29:05
other
29:05
things
29:05
we've
29:06
talked
29:06
about
29:06
today.
29:07
I
29:07
mean,
29:08
I
29:08
can
29:08
go
29:09
right
29:09
now
29:09
and
29:09
this
29:09
is
29:09
where
29:10
it's
29:10
going
29:10
to
29:10
affect
29:10
you
29:11
in
29:11
the
29:11
future
29:11
too.
29:11
I
29:11
can
29:12
go
29:12
right
29:12
now
29:12
to
29:12
chatgpt
29:13
and
29:13
say
29:14
I
29:14
want
29:14
the,
29:15
tell
29:15
me
29:15
the
29:15
most
29:16
highly
29:16
rated
29:16
tax
29:17
shop
29:17
in
29:17
Ocala,
29:17
Florida.
29:18
And
29:19
it's
29:19
going
29:19
to
29:19
search
29:19
the
29:19
ratings
29:20
for
29:20
me
29:20
and
29:20
it's
29:20
going
29:21
to
29:21
look
29:21
it
29:21
up
29:21
and
29:21
in
29:21
two
29:22
seconds
29:22
I'm
29:22
going
29:22
to
29:22
have
29:22
an
29:23
answer.
29:23
And
29:24
that's
29:24
where
29:24
it's
29:24
also
29:25
going
29:25
to
29:25
affect
29:25
you
29:25
down
29:26
the
29:26
line
29:26
because
29:26
that's
29:27
going
29:27
to
29:27
become
29:27
a
29:28
common
29:28
thing
29:28
as
29:28
these
29:29
things
29:29
become,
29:30
as
29:30
they
29:30
roll
29:30
them
29:30
more
29:31
out
29:31
and
29:31
people
29:31
understand
29:32
it
29:32
more
29:33
and
29:33
they
29:34
segment
29:34
it
29:34
more
29:34
so
29:35
that
29:35
there's
29:35
a
29:35
website
29:36
specifically
29:36
you
29:36
can
29:36
go
29:37
ask
29:37
that
29:37
question
29:37
to
29:38
and
29:39
they're
29:39
going
29:39
to
29:39
get
29:39
answers
29:40
and
29:40
that
29:40
will
29:40
affect
29:40
your
29:41
business.
29:41
Then
29:41
down
29:41
the
29:42
line,
29:43
you
29:44
may
29:44
not
29:44
use
29:44
it
29:44
directly,
29:45
but
29:45
your
29:45
customer
29:46
probably.
29:46
Will
29:46
be,
29:47
well,
29:47
that's
29:47
the
29:48
difference.
29:48
And
29:48
that
29:48
path
29:49
to
29:49
purchase
29:49
we
29:49
talked
29:50
about
29:50
earlier.
29:50
If
29:51
I'm
29:51
a
29:51
22
29:52
year
29:52
old
29:52
young
29:52
rider
29:53
spending
29:53
my
29:53
own
29:54
money
29:54
because
29:54
mom
29:55
and
29:55
dad
29:55
aren't
29:55
anymore,
29:56
how
29:56
am
29:57
I
29:57
going
29:57
to
29:57
get
29:57
to
29:57
my
29:58
next
29:58
destination?
29:58
Maybe
29:59
I
29:59
move
29:59
to
29:59
a
29:59
new
30:00
town
30:00
and
30:00
I'm
30:00
not
30:00
familiar
30:01
with
30:01
where
30:01
I
30:01
need
30:01
to
30:01
go.
30:02
These
30:02
are
30:02
the
30:03
things
30:03
we
30:03
have
30:03
to
30:03
think
30:03
about
30:03
across
30:04
the
30:04
generations
30:04
too,
30:05
like
30:05
making
30:05
sure
30:05
we're
30:06
staying
30:06
up
30:06
to
30:06
speed
30:07
with
30:07
how
30:07
customers
30:08
are
30:08
shopping
30:08
and
30:08
the
30:08
resources
30:09
out
30:09
there
30:09
for
30:10
them
30:10
too.
30:11
Because
30:11
the
30:11
teenage,
30:12
the
30:12
teenagers
30:13
today,
30:13
AI
30:14
is
30:14
just
30:14
part
30:14
of
30:14
their
30:14
life
30:15
and
30:15
it's
30:15
just
30:15
going
30:15
to
30:15
be
30:16
more
30:16
part
30:16
of
30:16
their
30:16
life,
30:17
you
30:17
know,
30:18
and
30:18
for
30:18
them
30:18
it's
30:19
not.
30:19
They
30:19
don't
30:20
look
30:20
at
30:20
AI
30:20
as
30:21
this
30:21
bad
30:21
thing.
30:22
Right.
30:22
Which
30:23
our
30:23
generation
30:24
tends
30:24
to
30:24
do.
30:25
Right.
30:25
We
30:26
tend
30:26
to
30:26
be
30:26
adverse
30:27
to
30:27
AI
30:28
and
30:28
they're
30:28
not,
30:29
they're.
30:30
It's,
30:30
for
30:30
them
30:30
it's
30:30
just
30:31
there,
30:31
you
30:31
know,
30:32
it's
30:32
just
30:32
been
30:32
there
30:33
and
30:33
that's.
30:33
It's
30:33
another
30:34
tool.
30:35
Exactly.
30:35
Right,
30:36
yeah.
30:37
And
30:37
so
30:38
it
30:38
will
30:38
affect
30:38
you
30:39
in
30:39
the
30:39
next
30:39
five
30:39
years.
30:40
Oh,
30:40
it
30:40
totally
30:40
will.
30:41
And
30:41
you
30:41
might
30:41
have
30:41
employees
30:42
who
30:42
work
30:42
for
30:42
you.
30:43
Maybe
30:43
it's
30:43
not
30:43
your
30:43
thing,
30:44
but
30:44
if
30:44
you've
30:45
identified
30:45
on
30:45
your
30:46
team,
30:46
even
30:46
a
30:46
small
30:46
team
30:47
of
30:47
one,
30:47
two
30:47
or
30:47
three,
30:48
to
30:48
say,
30:48
is
30:48
anybody
30:48
here
30:49
comfortable
30:50
helping
30:50
us
30:50
understand
30:51
this
30:51
so
30:51
we
30:52
can
30:52
maybe
30:52
leverage
30:52
it
30:53
for
30:53
some
30:53
of
30:53
our
30:53
things?
30:54
It
30:54
doesn't
30:54
have
30:54
to
30:54
be
30:55
this
30:55
deep
30:55
dive.
30:56
It
30:56
could
30:56
say,
30:56
let's
30:56
use
30:57
a
30:57
little,
30:57
see
30:58
how
30:58
we
30:58
like
30:58
it.
30:58
You
30:59
know,
30:59
everything
30:59
takes
30:59
a
30:59
learning
31:00
curve.
31:01
So
31:01
this
31:01
is
31:02
an
31:02
election
31:02
year,
31:02
which
31:03
everything's
31:03
weird.
31:03
Always
31:04
an
31:04
election
31:04
year.
31:05
Sales
31:05
are
31:05
weird.
31:05
It's
31:06
just
31:06
everything's
31:06
weird.
31:08
So,
31:08
but
31:08
what,
31:09
so
31:09
what
31:09
do
31:09
you
31:09
see
31:09
other
31:10
than
31:10
AI,
31:10
what
31:10
do
31:11
you
31:11
see
31:11
in
31:11
the
31:11
next
31:11
couple
31:12
of
31:12
years
31:12
or
31:12
things
31:12
that
31:13
retailers
31:13
are
31:13
really
31:14
going
31:14
to
31:14
have
31:14
to
31:14
pay
31:14
attention
31:15
to
31:15
that
31:15
you're
31:15
going
31:15
to
31:15
make
31:16
it
31:16
better
31:16
or
31:16
worse?
31:18
Oh,
31:18
that's
31:19
a
31:19
great
31:19
question.
31:20
And
31:20
I
31:20
think
31:20
that,
31:20
you
31:21
know,
31:21
for
31:21
retailers,
31:22
how
31:23
customers
31:24
pay
31:25
is
31:25
going
31:25
to
31:25
start
31:25
to
31:26
influence
31:26
them.
31:26
It's,
31:27
I
31:27
mean,
31:27
cash,
31:27
we
31:28
already
31:28
see
31:28
cash
31:29
a
31:29
long
31:29
time
31:29
fading
31:30
away.
31:30
Not
31:30
always.
31:31
I
31:31
mean,
31:31
there's
31:31
some
31:31
great
31:32
rural
31:32
towns
31:32
and
31:33
people
31:33
prefer
31:33
to
31:33
pay
31:33
cash.
31:34
But
31:34
what's
31:35
happening
31:35
is
31:35
again,
31:36
as
31:36
consumers
31:37
start
31:37
to
31:37
shift
31:38
and
31:38
their
31:38
buying
31:38
power
31:39
begins
31:39
to
31:39
shift,
31:39
younger
31:40
customers,
31:41
they're
31:41
going
31:41
to
31:41
use
31:41
their
31:42
phone
31:42
like
31:42
they
31:42
want
31:42
that
31:43
touchscreen.
31:43
Literally,
31:44
they
31:45
want
31:45
to
31:45
use
31:45
this
31:46
as
31:46
a
31:47
payment
31:47
avenue
31:48
no
31:48
matter
31:48
what
31:48
they're
31:48
doing.
31:49
The
31:49
other
31:49
thing
31:49
is
31:50
that
31:50
there's
31:50
something
31:51
called
31:52
quad
31:52
installment
31:53
payments.
31:54
So
31:54
this
31:55
is
31:55
where
31:55
it's
31:56
almost
31:56
like
31:56
the
31:56
old
31:56
fashioned
31:57
layaway.
31:57
Do
31:57
you
31:57
remember
31:58
that
31:58
at
31:58
all?
31:58
Yeah.
31:59
And
31:59
now
32:00
a
32:00
retailer
32:01
can
32:01
integrate
32:02
these
32:02
great
32:02
companies
32:03
into
32:03
their
32:04
payment
32:04
options
32:05
that
32:05
allow
32:06
a
32:06
customer
32:06
to
32:07
divide
32:07
something
32:07
into
32:08
four
32:08
payments.
32:09
Now
32:09
the
32:10
retailer
32:10
is
32:10
actually
32:11
not
32:11
going
32:11
to
32:11
be
32:11
charged
32:12
for
32:12
this.
32:12
There's
32:12
no
32:13
consequence
32:13
to
32:14
the
32:14
retailer.
32:15
They
32:15
are
32:15
identifying
32:16
whoever
32:16
that
32:17
company
32:17
might
32:17
be
32:18
that
32:18
they've
32:18
aligned
32:18
with
32:19
here
32:19
that's
32:20
going
32:20
to
32:20
be
32:20
integrated.
32:21
What
32:21
I
32:21
would
32:21
tell
32:21
a
32:22
retailer
32:22
is
32:23
whoever
32:23
your
32:23
point
32:23
of
32:23
sale
32:24
provider
32:24
is,
32:25
look
32:25
to
32:25
see
32:25
what
32:26
integrated
32:26
partners
32:27
they
32:27
have
32:27
for
32:27
payment.
32:28
And
32:29
there
32:29
will
32:29
be
32:29
companies
32:29
there
32:30
that
32:30
they
32:30
could
32:30
incorporate
32:31
this
32:31
for.
32:32
So
32:32
that's
32:33
something
32:33
we're
32:33
going
32:33
to
32:33
see
32:34
how
32:34
customers
32:34
are
32:34
paying.
32:35
There's
32:35
also
32:36
loyalty
32:36
groups
32:37
to
32:38
certain
32:38
payment
32:39
methods
32:39
that
32:40
customers
32:40
are
32:40
following.
32:41
Facebook
32:41
has
32:42
millions
32:42
of
32:42
fans
32:43
across
32:43
different
32:44
categories
32:44
of
32:45
payment
32:45
on
32:46
how
32:46
customers
32:46
prefer
32:47
to
32:47
buy.
32:47
So
32:48
marketing
32:48
actually
32:49
can
32:49
start
32:49
to
32:49
overlap
32:50
into
32:50
payment
32:51
channels.
32:51
So
32:52
you
32:52
might
32:52
as
32:52
a
32:52
retailer
32:53
be
32:53
like,
32:53
wow,
32:53
now
32:54
there's
32:54
a
32:54
whole
32:54
community
32:55
of
32:55
people
32:55
who
32:55
only
32:56
use
32:56
quad
32:57
installment
32:58
payment.
32:58
That's
32:58
one
32:58
example.
32:59
Quad,
33:00
quad
33:00
installment
33:01
payment.
33:01
And
33:02
I'm
33:02
going
33:02
to
33:02
market
33:02
to
33:03
that
33:03
audience
33:03
of
33:03
customers.
33:04
So
33:05
payment
33:05
is
33:05
going
33:05
to,
33:06
I
33:06
think,
33:06
start
33:06
to
33:06
really
33:07
influence
33:07
a
33:07
lot
33:07
of
33:08
variety
33:08
in
33:08
our
33:09
commerce.
33:09
Affirm
33:10
is
33:10
one
33:10
of
33:10
the
33:11
companies
33:11
that
33:11
you
33:11
see
33:12
everywhere,
33:12
right?
33:14
Yeah.
33:14
And
33:15
it
33:15
is
33:15
it.
33:16
They
33:16
make
33:16
it
33:16
easy.
33:17
You
33:17
know,
33:17
it's
33:17
just
33:18
easy.
33:18
I
33:18
remember
33:19
when
33:19
I
33:19
bought
33:19
my
33:19
first
33:19
electric
33:20
bike
33:20
like
33:20
five
33:21
years
33:21
ago,
33:21
a
33:21
firm
33:22
had
33:22
just
33:22
started
33:23
and
33:23
the
33:23
company
33:23
I
33:23
bought
33:23
it
33:23
from
33:24
had
33:24
it
33:24
and
33:24
I
33:24
did
33:24
it
33:25
and
33:25
four
33:25
payments
33:26
I
33:26
was
33:26
done
33:26
and
33:26
I
33:26
had
33:27
paid
33:27
no
33:27
interest.
33:27
I
33:27
don't
33:27
know
33:27
how
33:28
they
33:28
made
33:28
any
33:28
money.
33:29
But
33:30
you
33:30
know,
33:31
so
33:32
it's.
33:32
I
33:32
totally
33:33
agree
33:33
with
33:33
you
33:33
even
33:33
see
33:33
Amazon
33:34
using
33:35
that
33:35
now.
33:36
Yep.
33:36
So
33:37
that's
33:37
interesting
33:37
is,
33:37
was
33:38
there
33:38
any
33:38
others
33:38
to
33:39
really
33:39
look
33:39
out
33:39
for?
33:40
I
33:40
would
33:40
say,
33:41
like,
33:41
definitely
33:41
the
33:41
payment
33:42
thing.
33:42
The
33:42
other
33:42
thing
33:42
I
33:43
would
33:43
say
33:43
is
33:43
that
33:44
there
33:45
is
33:45
a
33:45
lot
33:45
of
33:45
drive
33:46
for
33:46
customer
33:47
spend
33:47
based
33:48
on
33:49
sentiment
33:50
going
33:50
back
33:50
to
33:50
like,
33:50
what
33:50
they
33:51
care
33:51
about.
33:51
So
33:51
the
33:52
more
33:52
and
33:52
more
33:52
retailers
33:52
can
33:53
align
33:53
themselves
33:54
and
33:54
you
33:54
talked
33:54
about
33:54
even
33:55
the
33:55
election
33:55
year,
33:56
but
33:56
the
33:56
more
33:56
and
33:56
more
33:56
retailers
33:57
can
33:57
align
33:57
themselves
33:58
with
33:58
charities,
33:59
organizations,
34:00
do
34:00
good,
34:00
feel
34:01
good
34:01
type
34:01
experiences.
34:02
That's
34:03
going
34:03
to
34:03
help
34:03
drive
34:03
customers
34:04
and
34:04
their
34:04
spending,
34:05
a
34:05
lot
34:05
of
34:05
customers,
34:06
particularly
34:06
the
34:06
millennial
34:07
audience.
34:08
But
34:08
again,
34:09
their
34:10
spending
34:11
habits
34:11
are
34:12
going
34:12
to
34:12
begin
34:12
to
34:12
get
34:12
higher
34:13
and
34:13
higher.
34:13
They're
34:13
reaching
34:14
the
34:14
peak
34:14
of
34:15
their
34:15
earning
34:15
years
34:15
in
34:15
the
34:16
next
34:16
10
34:16
years.
34:17
So
34:18
10
34:18
to
34:18
15
34:18
years.
34:19
But
34:19
like
34:19
they're
34:19
starting,
34:20
they'll
34:20
be
34:20
in
34:20
their
34:20
40s.
34:21
They're
34:21
going
34:21
to
34:21
start
34:21
to
34:21
become
34:22
like
34:22
pretty
34:22
powerful
34:22
spenders.
34:23
They're
34:24
going
34:24
to
34:24
spend
34:25
at
34:25
places
34:25
that
34:25
they
34:26
feel,
34:26
do
34:26
good,
34:26
feel
34:27
good.
34:27
And
34:28
if
34:28
businesses,
34:29
even
34:29
small
34:29
businesses
34:30
can
34:30
start
34:30
to
34:31
be
34:31
a
34:31
little
34:31
bit
34:31
more
34:31
visible
34:32
about
34:32
where
34:33
they're
34:33
giving
34:33
back
34:33
to
34:34
or
34:34
organizations
34:35
they
34:35
partner
34:36
to,
34:36
that
34:37
can
34:37
help
34:37
drive
34:37
dollars.
34:40
Anything
34:40
else
34:40
you,
34:40
we're
34:41
running
34:41
out
34:41
of
34:41
time
34:41
here.
34:42
Anything
34:42
else
34:42
you
34:43
want
34:43
to
34:43
add
34:43
to
34:43
this?
34:44
No,
34:44
I
34:45
mean,
34:45
I
34:45
think
34:45
that's
34:45
great.
34:45
I
34:45
think
34:46
the
34:46
biggest
34:46
thing
34:46
for
34:46
retailers
34:47
always
34:47
to
34:47
think
34:48
about
34:48
is
34:49
to
34:49
don't,
34:49
don't
34:50
stand
34:50
still
34:50
too
34:51
long.
34:51
I
34:51
know
34:51
you
34:51
never
34:51
do
34:52
because
34:52
it's
34:52
100
34:52
hours
34:52
a
34:53
week
34:53
for
34:53
a
34:53
job
34:53
that
34:54
never
34:54
ends.
34:54
But
34:55
meaning
34:56
make
34:56
sure
34:56
you're
34:56
always
34:57
considering
34:57
new
34:58
ways
34:58
to
34:58
really
34:58
boost
34:58
your
34:59
retail.
35:00
Yeah.
35:00
And
35:01
of
35:01
course,
35:01
going
35:01
to
35:01
WESA
35:02
and
35:02
finding
35:02
terrific
35:03
new
35:03
market
35:04
products
35:04
is
35:05
one
35:05
of
35:05
those
35:05
ways.
35:06
Coming
35:06
up
35:06
in
35:06
January,
35:07
only
35:07
two
35:07
months
35:08
away
35:08
for
35:08
the
35:08
next
35:08
show.
35:09
So
35:11
where
35:11
can
35:11
people
35:11
find
35:12
you
35:12
and
35:12
what
35:12
do
35:12
you
35:12
offer?
35:13
Yeah.
35:14
So
35:14
retailminded.com
35:15
we
35:16
offer
35:16
totally
35:16
free
35:17
retail
35:18
business
35:18
insight.
35:19
So
35:19
there's
35:19
a
35:19
lot
35:19
of
35:19
great
35:20
content
35:20
on
35:20
there.
35:20
I
35:20
would
35:21
encourage
35:21
you
35:21
to
35:21
use
35:22
that
35:22
search
35:22
bar
35:22
because
35:23
we've
35:23
been
35:23
around
35:24
since
35:24
2007,
35:25
so
35:25
we
35:25
have
35:25
a
35:25
lot
35:26
of
35:26
great
35:26
insight.
35:28
I'm
35:29
available
35:29
at
35:29
Nicole
35:30
and
35:30
I
35:30
C
35:31
o
35:31
l
35:31
e
35:32
retailminded.com
35:33
if
35:33
you
35:33
ever
35:34
need.
35:34
We
35:35
do
35:35
mystery
35:35
shopping,
35:36
virtual
35:37
mystery
35:37
shopping,
35:37
virtual
35:38
consults.
35:39
I'm
35:39
based
35:39
in
35:39
Colorado,
35:40
but
35:40
we
35:40
do
35:40
a
35:40
lot
35:40
of
35:41
support
35:41
anywhere.
35:41
We
35:41
do
35:42
a
35:42
lot
35:42
of
35:42
webinars,
35:43
so
35:43
we're
35:43
always
35:44
happy
35:44
to
35:44
help,
35:44
like
35:45
train
35:45
your
35:45
team,
35:45
do
35:45
things
35:46
like
35:46
that.
35:47
And
35:47
really
35:47
we're
35:47
just
35:48
here
35:48
for
35:48
you.
35:48
I
35:48
love,
35:48
I
35:49
love
35:49
being
35:49
a
35:49
champion
35:49
of
35:50
small
35:50
business,
35:50
retail
35:51
and
35:51
retail
35:52
in
35:52
general.
35:52
So
35:53
certainly
35:53
always
35:54
help.
35:54
Just
35:54
happy
35:55
to
35:55
cheer
35:55
you
35:55
on.
35:56
God,
35:57
the
35:57
Mystery
35:57
Shopper.
35:58
Oh.
35:58
So
35:59
remember
35:59
that
35:59
from
35:59
so
36:00
many
36:00
years
36:00
ago.
36:01
It's
36:01
still
36:01
very
36:01
effective.
36:02
It's
36:02
fun.
36:03
Yeah.
36:03
I
36:03
never
36:03
thought
36:03
about
36:04
virtual
36:04
mystery
36:04
shopping,
36:05
but
36:05
that
36:05
would
36:05
be
36:06
something
36:07
fairly
36:07
easy
36:07
to
36:08
do
36:08
and
36:09
I
36:09
never
36:09
thought
36:09
about
36:09
it.
36:10
Yeah,
36:10
it's
36:11
very
36:11
cool.
36:11
It's
36:11
also
36:12
very
36:12
revealing.
36:13
Yeah,
36:13
I
36:13
imagine.
36:14
I
36:14
imagine.
36:14
Yeah.
36:15
Especially
36:15
if
36:15
you
36:15
know
36:15
what
36:15
you're
36:16
doing.
36:16
That
36:16
would
36:16
be
36:16
really
36:17
revealing.
36:17
Yeah.
36:18
Very
36:18
cool.
36:19
So
36:19
get
36:19
the
36:19
website
36:19
one
36:19
more
36:20
time.
36:20
It's
36:21
retailminded.com
36:24
so
36:24
that's
36:24
retail
36:25
as
36:25
we
36:25
all
36:25
know
36:25
how
36:25
to
36:26
spell
36:26
it.
36:26
M
36:26
I
36:26
N
36:27
D
36:27
E
36:27
D
36:27
dot
36:28
com.
36:29
Well,
36:29
this
36:29
has
36:29
been
36:29
fascinating.
36:30
Thank
36:30
you,
36:30
Nicole.
36:30
Appreciate
36:31
it.
36:32
And
36:32
thank
36:32
you
36:32
for
36:32
joining
36:33
us
36:33
on
36:33
Wes's
36:34
retail
36:34
roundup.
36:34
If
36:34
you
36:35
missed
36:35
part
36:35
of
36:35
this,
36:36
it
36:36
will
36:36
also
36:36
be
36:36
available
36:37
on
36:37
the
36:37
WESA
36:37
podcast.
36:38
It's
36:38
called
36:38
Wisdom
36:39
by
36:39
Wesa
36:39
on
36:40
your
36:40
podcast
36:40
player.
36:41
They
36:41
also
36:41
do
36:42
other
36:42
episodes
36:42
where
36:43
they
36:43
interview
36:44
manufacturers
36:45
in
36:46
the
36:46
horse
36:46
world
36:46
about
36:46
their
36:47
products.
36:47
So
36:47
if
36:48
you're
36:48
buying
36:48
products,
36:49
it's
36:49
a
36:49
definitely
36:50
a
36:50
podcast
36:50
to
36:51
check
36:51
out
36:51
called
36:51
Wisdom
36:52
by
36:52
Wesa.
36:53
You
36:53
can
36:53
find
36:54
Also
36:54
on
36:54
the
36:55
WESA
36:55
Trade
36:55
Show
36:56
YouTube
36:56
channel
36:57
and
36:57
on
36:57
the
36:57
WESA
36:57
website,
36:58
wesatradeshow.com
37:00
of
37:00
course,
37:00
the
37:00
next
37:00
one's
37:01
coming
37:01
up
37:01
in
37:01
January.
37:02
I'm
37:02
hoping
37:02
to
37:02
be
37:02
there
37:03
for
37:03
that
37:03
one.
37:03
I'm
37:04
usually
37:04
trying
37:04
to
37:04
make
37:05
the
37:05
January
37:05
one.
37:06
And
37:06
the
37:06
next
37:07
retail
37:07
roundup
37:07
will
37:08
be
37:08
Posted
37:08
on
37:08
Monday,
37:09
November
37:10
25th.
37:10
That's
37:11
Thanksgiving
37:11
week.
37:12
It's
37:12
already
37:12
next
37:12
week.
37:13
Wow.
37:14
That
37:15
means
37:15
Christmas
37:15
and
37:16
the
37:16
end
37:16
of
37:16
the
37:16
year's
37:16
coming
37:17
up.
37:18
So
37:18
you'll
37:19
find
37:19
that
37:20
next
37:20
week
37:20
and
37:20
it'll
37:21
be
37:21
on
37:21
the
37:21
retail
37:21
roundup
37:22
Facebook
37:23
group.
37:23
I
37:23
can
37:23
be
37:23
found@horsesinthemorning.com
37:25
we
37:26
have
37:26
3,
37:26
500
37:27
episodes
37:27
for
37:28
you
37:28
to
37:28
listen
37:28
to.
37:29
If
37:29
you
37:30
have
37:30
a
37:30
year
37:30
of
37:31
24
37:31
hour
37:31
a
37:31
day
37:31
listening,
37:32
you
37:32
might
37:32
catch
37:33
up
37:33
up.
37:33
But
37:34
we
37:34
have
37:35
plenty
37:35
of
37:35
content
37:35
for
37:36
you
37:36
over
37:36
there.
37:36
It's
37:36
a
37:36
lot
37:37
of
37:37
fun.
37:37
We
37:37
do
37:37
that
37:37
every
37:38
day.
37:38
We
37:38
chat
37:39
with
37:39
about
37:39
horses
37:40
and
37:40
all
37:40
things
37:40
in
37:40
the
37:40
horse
37:41
world
37:42
five
37:42
days
37:42
a
37:42
week
37:42
for
37:43
about
37:43
an
37:43
hour
37:43
every
37:44
day.
37:44
So
37:45
thank
37:45
you
37:45
all.
37:46
Thank
37:46
you
37:46
and
37:47
we'll
37:47
talk
37:47
to
37:47
you
37:48
again
37:48
next
37:48
week.