Fit
Is there a job title for “Fitting Room Designer”? Does someone actually put one ounce of forethought into this inconspicuous closet, often confused with the adjacent stockroom? Flickering overhead fluorescents highlight every flaw as you bang your elbows on its flimsy walls while trying to shimmy into clothes that probably don’t fit anyway. But this maligned room, an afterthought on most retail floors, is where Ms. Jones makes her purchase decision.
Do not be traditional!
What worked last time or the time before that does not cut it anymore. Ms. Jones has found new ways to shop and find the product she needs. Unless you can fit into the new way she can shop—she is not going to shop from you.
Nice
Have you ever been someplace where everyone was glad to see you? Where people catered to your every whim and met needs you didn’t know you had before you even knew you had them? Where bells tinkled as you walked in the room, where smiles gleamed and faces beamed in radiant joy just to meet you
Find Your Audience
Ms Jones knows the stories you told. She accepted the worldview that you, the marketer, created for her. In an effort to create sales to keep the lights on you probably violated the stories that Ms. Jones had accepted. Cuts in price on items and products that you were carrying probably violated the very fabric of the worldview your retail outlet embodied.
New Economy. Same Hard Work.
Take a deep breath. You are making it. You are cutting back on expenses. You are moving forward with the retail environment that was thrust onto you. You are surviving a business climate that many could not.
Retail is recovering. Ms. Jones is beginning to buy something. Your operating procedures, pricing, marketing strategy, and business have changed. What do you do with it now?
Distraction
Not being much of a thrill seeker, I had no idea that my natural reaction to roller coasters is to scream continually and laugh hysterically until tears run down my face. A recent ride on Space Mountain was as entertaining to my family was it was to me (and only slightly embarrassing).
Plan
We printed maps to our hotel and hit the road, bound for a family vacation in Washington, DC. We hadn’t planned where to go or what to see, we just figured we’d figure it out when we got there. Frustrated with our lack of preparation, our 13-year old daughter took charge. She found restaurants and restrooms and GPS apps on our cell phones we didn’t know existed. She picked up travel brochures and talked to the front desk clerk. She determined where we should go first based on their closing times and locations, and she decided which day we should do the monuments versus the museums based on the weather forecast.
Tools
They may be designed to protect our feet, but shoes serve a multitude of additional purposes. A nice flat sole makes an excellent spider squisher, while a stiletto can slam a nail like a hammer. Shoes can make or break an outfit (Ms. Jones know this full well) or even help us run, jump, walk or play a variety of sports – there are shoes for baseball, basketball, cross training, football, golf, lacrosse, running, skating, soccer, surfing, tennis, track and field, volleyball, walking and wrestling. I’ve even seen freaky five-toed shoes for hiking.
Hobbies
I played, now I must pay. After a lazy weekend our house is trashed. There are dishes on the table, mail on the counter, blankets on the sofa, shoes by the door. But books have been read, movies enjoyed, letters written and fun projects completed.
Inconvenienced
The only thing better than spending Spring Break in Florida is coming home. Our sunburns were peeling, our bags were packed and our grandparents were kissed goodbye as we headed into Tampa International Airport for a nonstop flight on our favorite airline. Within minutes of being dropped off curbside, we had checked our bags and cleared security.