Have you heard that Amazon is scouting out locations for a second headquarters outside Seattle? Metropolitan areas across the country have sent their most persuasive and compelling pitches to Jeff Bezos and Co. Now, the lucky finalists, are hosting del…
A Concrete Problem – There is a surprise offspring of the new “borderless” retail paradigm that seems almost liberating because, finally, something can be defined in terms of a concrete problem. One having to do with store fixtures.
Is the Store Closing? – Did you notice that the merchandise in the drug store is all pulled forward on the shelf, implying – more than usual I mean – that the space in the back is not empty? When it starts to become so obvious that we begin to think that the store might be closing, it’s time for a change. Many retailers, even those embracing technology, are still stuck in the old “big box” store planning mentality, I hesitate to bring up Toys R Us again, but as Steve Dennis, writing for Forbes, tells us, “boring, undifferentiated, irrelevant and unremarkable stores are most definitely… dying…”
Curating an Inventory – The point being that changing the physical retail environment from a warehouse to a museum involves completely revisiting how an inventory is displayed and impacts the size and layout of a store. Curating an inventory, i.e., “show rooming,” means presenting it in terms of a multi faceted value proposition. It means incorporating a physical product into a marketing message using multiple and sometimes interactive types of media.
Multi Function – Suppose, for example, I walk into a store looking for new sunglasses. I walk over to the sun glass display and see that there are lots of frames and brands as well as examples of available coatings, lens colors, and an educational video about what all of these do. There might be a nearby kiosk allowing me to use my phone to access my eye wear history, insurance, prescriptions, exam dates and finally a scanned image of my face with recommended frame style, size, and shape. Maybe I find that there is an indicator on the store fixture that flashes when I pass an appropriate option based on the information in my profile. Once I find a frame, I am able to see other colors and finishes, check availability, see how much it costs, and read customer reviews right there on the display. I might then sit down with the optician so that he or she is able to give full attention to positioning the lens and finalizing my order. Sound improbable? Take a look at Amazonbooks in NYC and then say that.
Competing with Amazon – I understand that many retailers will neither want, nor be able to directly compete with Amazon. However, once a retailer gets over the initial shock, incorporating technology into a retail display program may not be as difficult as one would imagine; especially if the designer has a good working relationship with a store fixture fabricator experienced with the product line, offering a wide selection of standard interchangeable parts, and capable and willing to making adjustments. One such company is Ennco Display Group, who we have been pleased to work with in the past and recently met at Vision Expo in NYC. It is important to keep in mind that adding technology to an existing fixture is done to improve on an already good thing. All of the the thought, planning and testing that goes into creating a captivating visual display is not wasted because technology must be added to how it functions. Consider this: not only did Amazon go into an old Border’s space, but it also looks somewhat like Hudson News, who has been doing face out merchandise displays forever.
Teamwork – If you are a retailer thinking about introducing technology into a store design, my first recommendation would be not to over complicate what must be done. Examine resources already available to you, i.e. POS system providers, inventory system providers, advertising and media consultants. You are already their customer so ask them for help. See what functionality is already on your website and make sure it coordinates with what you will provide in the store. Finally once you have put your plan into writing, connect with a hardware/specialty consultant and introduce him/her to your design team. Team being the operative word. I think you will find that it is realistically possible to stay relevant in the “evolving” but never “disappearing” world of “bricks n mortar” retail.
Bridget Gaddis, is a Licensed Architect and LEED-accredited Professional practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design, and with a comprehensive background in commercial retail design, planning and construction has completed projects for such for such well known brands as Chloe, Zegna, and Bvlgari. Her career began in tenant coordination and site planning for two well-known Cleveland developers, followed by six years in store planning for a national retailer. After a move to New York City in 1997, she spent the next years working for architecture firms specializing in retail projects. In 2011 she started her own practice in Alexandria, VA. Ms. Gaddis is the author of two blogs dealing with architectural subjects.
Ageism is a real problem in hiring, and yet it doesn’t get as much attention as it deserves. Let’s start with the numbers. A 2017 study, “Age Discrimination and Hiring Older Workers” conducted by David Neumark, Ian Burn, and Patrick Button, was p…
Google commands nearly 80% of Web and 90% of mobile search traffic on the planet. With global search leaders such as Yahoo, Bing (Microsoft), and Baidu (in China) still commanding between 5 and 15 percent each, they are forces not
Google commands nearly 80% of Web and 90% of mobile search traffic on the planet. With global search leaders such as Yahoo, Bing (Microsoft), and Baidu (in China) still commanding between 5 and 15 percent each, they are forces not to be ignored, but we know the clear winner of this battle in the war for consumers’ attention. People google things. And, they’re googling your business’ products or services to see Google reviews.
So Google has decided that these local reviews of your products or services are important to the decision-making process for consumers. And, if the search juggernaut thinks this is important, it’s best to take advantage of the opportunity that Google’s review platform provides (which is built within Google Maps and is managed with the Google My Business dashboard).
Often, local businesses don’t understand how to gain traction with Google reviews. Or, they don’t understand Google’s review policy. So, here I’d like to outline how to take your business to the next level with getting (mostly good) Google reviews.
Note: If you have a bad product, service, location, staff or customer service, this methodology won’t help you, unless you decide to fix these management/operations issues. I can’t also help you remove Google reviews. If the problem is deeper than that and not working, I’d head over to the Google My Business community to learn how to handle spam, fraudulent, and other wrongful review issues.
Get Your Google My Business Listing Completed Fully | Getting Google Reviews
To start, get your business listing claimed and verified. Not everyone can have a business listing on Google My Business; I don’t make the rules, but you do need to follow them. You will need a Google account (or G Suite account), so create one or sign in using yours to Google My Business, then follow the “get your business listing claimed and verified” support article. While you can do this on a mobile device, I recommend doing so from your desktop Web browser so you have all functionality available to you.
Set Your Review Capture System Up | Getting Google Reviews
Now that you have your business listing claimed and verified, you can watching the Google reviews pour in, right? Uhm, no. Sorry. There’s still quite a bit of work ahead. But, that’s an important milestone on your way to getting (mostly good) Google reviews! To really start getting the reviews flowing, follow my three-step process for soliciting and capturing customers’ reviews on Google.
Get your Google Review link. I don’t know them, but (for creating such a great tool and being Canadian, I can’t help but think they’re good and nice people) the folks over at White Spark agency have provided the free Google Review Link Generator.
Create a special customer service email address that is handled by someone dedicated to handling negative feedback, preferably you or someone high enough to make substantive, timely decisions and actions to turn unsatisfied customers into raving brand advocates.
A happy customer who buys and leaves your business and says nothing about you to anyone is of no really value in the world of reviews. An unhappy customer that you’ve helped fix their issue is one that will tell many more people about his or her experience and has a great value to you for review purposes! Seize opportunities of unhappy customers turned happy ones, and the meat of how to do this is in Step Three.
Send your customers either upon purchase, delivery or at their highest satisfaction peak in your relationship, a review request. Turn this into a system that is executed precisely and consistently throughout your business operations.
This review request communication will read something like this:
Hi, [Customer’s Name],
We appreciate your business! As part of our process to continually make good on our [product/service] and our customer service promises, we would really appreciate your feedback. This also helps new customers evaluate our [product/service/business] and helps us grow our business to continue living up to our standards. Could you take a few minutes to review us?
Yes, I love our [product/service]! No, I had a bad experience.
Now, the “Yes, I love your [product/service]!” is hyperlinked to your Google Review link that you generated in Step One. And, your “No, I had a bad experience.” link is to your special customer service email address. Mostly good reviews go to Google, while bad feedback primarily gets sent to someone who can deal with it.
Your responsibility is now to handle the negative feedback with “white glove” treatment. That’s a topic we cover in our next blog post. But, it is imperative to solicit these Google reviews well and consistently. Train your staff (and yourself ) to identify appropriate times and places for asking for Google reviews from your clients, including but not limited to:
- by email,
- printed on receipts,
- by phone,
- In-person, or
- on your website after purchase.
Once you’ve managed to get this three-step process in place and tweaked it so that you can see it working consistently in your business, you will start to reap the rewards of mostly good Google reviews while having a pipeline of new reviews coming in regular. And, in doing so, hopefully that will start to bring meaningful, profitable traffic to your Google My business listing and to your business.
Safer Internet Day is today. But, your digital personal and professional world are under attack every day. So, it’s with this in mind, here is the advice I give to loved ones and clients alike when asked about how to
Safer Internet Day is today. But, your digital personal and professional world are under attack every day. So, it’s with this in mind, here is the advice I give to loved ones and clients alike when asked about how to protect themselves online.
User Account Management
First and most important is to start with the basic security of your user accounts on your desktop computers, laptops, smartphones and mobile tablets. Actually, anything with a username and password should have it enabled.
It’s convenient to have your devices simply have no password or passcode login, but this compromises your security if or when someone covertly accesses your device or snatches it off your table at a café or restaurant when you least expect it. On Windows, you want to make sure your Windows user account settings are activated and updated with a strong password (see below) and, on Mac OS X, walk yourself through each tab within your Security & Privacy settings in System Preferences (especially File Vault).
Password Managers Are Your Friend
Next, with so much of our world being digital today, passwords have become the banes of our existence. We have passwords upon passwords. And, we simply cannot remember them all. So, we cheat and create a password that we can remember, that’s simple, and we use it for all our online accounts. (In case you can’t tell, I’m metaphorically slapping my forehead.) Let’s change this practice through a simple set of security principles.
One, your username is a kind of password, too. When you enter a username into the field on a website, then another, then another, you get to be known by the username across many services. If your password on one site is compromised on one of these sites, hackers know to start checking other sites for that username. If you use different usernames one each site, you create a far smaller digital persona for hackers to track when the inevitable password hacks happen at Target, Equifax, Yahoo, or otherwise.
N.B. This is tough to avoid when your username is your business email address. But, where you’re required to use your email address as your username, you can use multiple business email accounts across the Web; create one for your important accounts, another for public marketing communications (e.g., those on flyers, postcards and business cards), and perhaps a tertiary one for less secure environments (e.g., Social Media accounts).
Two, the complexity of the password doesn’t make it a strong password as much as the length of the password; choose one that is the maximum length allowed by the service.
Third, you can no longer comfortably rely on your memory now to remember your usernames and passwords if you’re making them different on every site you use. The simple solution is a password manager. Now, you can even use randomized usernames and strong passwords without the need to remember any of them! I recommend LastPass (my preferred password manager) and 1Password to all of my clients, because they are available across all major mobile and desktop operating systems, and they have Web browser extensions.
User Two-Factor Authentication, When Possible
Password hacks happen every day in far more frequency than I believe any analysts and journalists are reporting. The main reason is that these hacks are too small in the eyes of the media to warrant grabbing audience attention. But, make no mistake, your passwords are being reaped from sources without your knowledge and you need to take precautions.
A simple way to do this is use what’s known in the cybersecurity industry as multi-factor authentication (MFA) or two-factor authentication (TFA/2FA). In short, you install a software such as Google Authenticator, Authy or LastPass Authenticator (separate app from LastPass) on your smartphone and/or mobile tablet; there are also physical 2FA devices available if you feel the need for that kind of security. Then, go to Google, Apple, Facebook, WordPress.com, Evernote, and any other online services you use that allow it, and enable two-factor authentication. (Text messaging (SMS) is not a second factor. Phone-based text messages can be easily spoofed or intercepted, so it cannot trusted as two-factor authentication.)
N.B. If you use two-factor authentication, make sure you print (yes, physically print on paper) the backup codes each service will provide to you. Then, secure those in a very safe place (from theft, fire and water damage). If you lose access to your 2FA app and can’t get back into a service, you will need those backup codes.
Enable Your Routers’ Firewalls
One of the most potent ways to stop hackers is to stop them from ever seeing your devices connected to your Internet. The way to do that is through the use of software called firewalls. So, go ahead, enable your routers’ firewalls and browse more securely.
Secure Your Web Browsing on Public Networks
Your next line of defense when you leave the safety of your private office or home network, is browsing and connecting to public Internet connections securely. Start with a virtual private network (VPN), a tool that creates a secure connection between your computer/device and whatever online services you’re connecting to. (My current favorite service is TunnelBear. They have a free monthly plan for light browsing at cafés, and have reasonably priced plans for those who work at coworking spaces and on public networks often.)
Following on the heels of any VPN, that doesn’t fully protect you. You need to actively protect yourself while Web browsing. Simply clicking on anything on the Web is a surefire way to download malicious content and software. Pay attention to every link you click on while browsing when on public networks.
Backup Your Devices (Cloud & External Drive)
Last but not least, you should backup your devices. It’s been discussed ad nauseum on the Web about best cloud backup solutions, external backup hard drives, and strategies for backing up your data. Sadly, small business owners especially are not listening well. Please, please, please backup your data. When you’re on the frontline, I can assure you it’s tough to answer each and every call or email from a business owner who has lost access to data because of ransomware or some other kind of cybercrime. Please don’t become another statistic.
So, that’s it. Six tactics for Safer Internet Day to help you be more secure on a daily basis. Here’s to keeping your digital identity and data safe!
Do you have a question about something discussed in this article about your cybersecurity? Leave a comment below (or click on Contact Us if you’d like to private message us) and we’ll be happy to see if we can help you out.
Here’s the scene: a conference room full of hiring managers and HR professionals, all intently listening to a presentation, taking notes, and earnestly nodding. The topic? Fostering diversity in the workplace. Everyone present solemnly agrees that they…
Let’s cut to the chase on this: Networking is daunting. It’s hard to get out there and sell yourself, especially in 30-second bite sized pieces, and when so many others (read: competitors) are doing the same thing. And, when LinkedIn is beckoning so co…
Find the original archive of the video here: Web, Mobile & Social Media Predictions for 2018 – Web and Beyond. 2017 Year in Review & 2018 Year in Preview — These Webinars are hosted by the Virginia Small Business Development
Find the original archive of the video here: Web, Mobile & Social Media Predictions for 2018 – Web and Beyond.
2017 Year in Review & 2018 Year in Preview
These Webinars are hosted by the Virginia Small Business Development Center Network – http://virginiasbdc.org – and presented by Ray Sidney-Smith, Author of “SoLoMo Success” (available on Amazon Kindle and paperback), Digital Marketing Strategist, and Managing Director of W3C Web Services, providing affordable Web, WordPress, email, domain and other related services for Small Business – http://web.w3cinc.com. With the transfer of your business’ domain, WordPress *and* email hosting services, get a complimentary 1-hour Web, Mobile & Social Media marketing strategy session. Email [email protected] for full details and to get started!