Independent Retailer Assessment Program Yale & Perkins Oklahoma Cooperative Extension Service...

Independent Retailer Assessment Program

Yale & Perkins

Oklahoma Cooperative Extension ServiceOklahoma State University

2003Based on a program developed by West Virginia University Extension

What Perkins Business…

• Was described as a “cute operation?”

• Serves really good apple fritters?

What Yale Business…

• Has an owner that is “an example of what a small-town business owner should be like?”

• Has pricing for oil and lube that is comparable to other stations?


• Is an outstanding franchise with great signage and displays?

• Is a drive-in restaurant famous for cherry-limeades?

http://www.sonicdrivein.com/index.shtml

http://www.sonicdrivein.com/index.shtml


• Has a friendly, smiley waitress named Amber.

• Is located in a beautifully restored building on Main Street.


• Was surveyed by telephone only?

• Has a person that answers the phone with a pleasant voice and is knowledgeable about the local services offered in the community?


• Has an owner dressed in sports attire—which is very appropriate?

• Has an owner experienced in cheerleading and gymnastics?


• Is very clean inside and out?

• Likes to decorate with an old car theme?


• Displays parts in groups to make them easier to find?

• Has an owner named Fred who is very helpful?


• Is nicely decorated and located on Main Street?

• Has nicely tanned and toned associates?


• Has a lot of merchandise that is not crowded—plenty of space?

• Has a large range of products from groceries to knick-knacks?


• Is a very clean store?

• Uses a train in its logo? Whoo, Whoo.


• Had a nice checker at counter #2?

• Is in a building that once (many years ago) housed a skating rink?


• Has a clean, pleasant atmosphere with appropriate decor?

• Offers a good variety of “accounts” to meet the needs of all types of customers?


• Calls you by name as you come in?

• Sells paint and lumber?


• Has a great parking lot?

• Has a lot of P-T merchandise?


• Has a sign with landmark possibilities?

• Has really good ice cream?


• Has a pretty good sign on Main Street?

• Is located in Pistol Pete’s house?


• Has an unmistakable sign overhead?

• Has a nice, “low pressure” salesperson?


• Is a store with a salesperson who is very friendly and very knowledgeable about the town?

• Gets a lot of business in town?


• Has a “phenomenal” interior?

• Is not exactly located where you’d expect to find a gallery?


• Is open 10-5 but will stay open other hours if you need to come a different time?

• Sells Home Interiors items as well as some antiques?


• Was easy to find because of large sign on building front?

• Has Sue to greet you as you enter the store?


• Has a large selection—even a few trinkets?

• Has great parking for semis?


• Has an owner that is “super” and will order items not in stock?

• Not only has drug and personal care items, but also has a great selection of gifts and cards?


• Has a clean office—not a lot of clutter?

• Is located inside a fitness center?


• Has good visual displays, good pricing and a friendly atmosphere?

• Has a “great meat market?”


• Is a nice, clean, new business in town?

• Sells bed liners and oil changes?


• Used to be downtown, but is now out in the country?

• Has an interesting “mug shot” promotion?


• Has a nice downtown location?

• Advertises on realtors.com?


• Was rated with 9s and 10s in most categories?

• Is the next stop you make after visiting Perkins Family Clinic?


• Offers a nice dining experience?

• Treat its customers to a Mariachi band?


• Gave the customer tomorrow’s sale price today?

• Sells many things for a “DollarDollar”?

Room for Improvement? Oh Yeah!

• Relating to dust…– Be sure to dust your artificial plants.– Don’t leave dusty merchandise on the shelf.

• About answering machines…– If you keep short office hours, you might want to

invest in one—you’re probably missing customers.– Keep answering machine greetings short and concise.

• While you were waiting…– Do you need a waiting area?– How neat and tidy is your waiting area?

About your employees…Wearing flip-flops is probably not a good idea.Neither is sitting on the counter.Employees should always greet new customers.Smoking in front of the business/customers is a no-no.An adult manager always on duty may be a good idea.Employees that talk bad about the community with

each other or with customers are hurting the whole community.

Smiles are contagious.A friendly salesperson can sometimes

redeem an otherwise negative experience.

External Conditions…Do tree limbs block your sign or store front?Does your parking lot need paved/repaired?Would landscaping help the outdoor appearance?Beer signs in the window send an immediate

message.How well does traffic flow through your parking

lot? (Are people parking where traffic needs to flow?)

Faded/tattered awnings are not attractive.Could your store use a fresh coat of paint?Do you have old, faded signs/posters hanging on

your front door and windows?Trash cans by the front door are not real attractive.

About your sign…Is your sign faded or in need of repair?Some signs could be improved by washing.Do you have a sign actually on your building/store front?Are yard signs placed strategically? Are your signs in a “wacky” spot?Do parked cars tend to block your signs?Do you need signs to indicate parking?Does your signage indicate what you do or what your

business is?Is your phone# or website shown on any of your signs?If you can arrange it, a sign on the “main drag” is helpful.Handwritten signs??????

Internal (In-Store) Conditions…Pets in the store may cause problems.Please maintain adequate climate control. (No

saunas, please.)Could blinds on a window help keep out bright

sun?Crowdedness is not appealing.Are restroom signs noticeable?Dim lights can give a dingy look to the store.Carpeting can lend a feeling of coziness lacking

in concrete floors.Do customers know what they are supposed to do

when they enter your business? What is playing on your business’s TV or radio?

About store hours…Please post your hours—especially if they are

unusual.If you’re open 8-5 you’re catering to the retired

and the unemployed.If you have it posted that you’ll be there, BE

THERE!

About the Internet…Almost anything can be sold on the Internet.Anything can be advertised on the Internet. If you have a website, POST IT EVERYWHERE.If you are involved with a second party website,

make sure they are treating you right.

http://www.insurancejournal.com/advertise/overview-online.htm

http://www.insurancejournal.com/advertise/overview-online.htm

About Merchandise and Prices…Prices can be too low. It is possible to overstock. Know what sells.Again with the dusty merchandise.Customers don’t like to be crowded. Limit stocking in the

aisles.Don’t make displays out of stuff everyone already buys. Give

shoppers ideas they might not have had otherwise by creating unique displays/merchandise.

People appreciate posted prices—service-related businesses sometimes forget this.

Do what you can to draw attention to your sales.Broken/damaged merchandise should be removed. If you don’t have it, can you order it?

A wonderful store in 1920…

Hopefully, none of this merchandise is still in our stores.

The really hard stuff…What do the buildings around you look like?

o Do you fit in?

o Do they fit in?

Does the business next door or across the street take all your parking?

How much better would your business be if you were on the “main drag”?

Would signage on the “main drag” help?Is your store/building/office big enough?Hours of operation.Are you wheelchair accessible?

Miles Building Miles Building Before RenovationBefore Renovation

After After RenovationRenovation

Independent Retailer Assessment Program Yale & Perkins Oklahoma Cooperative Extension Service...

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