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How Best to Showcase Your Independent Brands and More of Your Questions Answered

Like keeping your staff engaged and productive during slower times.

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How Best to Showcase Your Independent Brands and More of Your Questions Answered
PHOTO: ISTOCKPHOTO

I’m giving more space to independent and local designers. How can I make my optical reflect this?

We like your thinking! Locally inspired, distinctive, and artisan eyewear is definitely on the rise but even the newest designs won’t look fresh if placed in traditional displays. Try adding accents into your merchandising that complement the design elements of these special collections, like organic and alternative materials such as wood or colored fabrics. And be sure to use storytelling brand signage so your customers know what they’re looking at. Give some thought, too, to setting aside some floor or wall space to exhibiting the works of a local artist. Maybe even collaborate with him or her on your window displays.

How do I keep my sales staff motivated when things are slow?

And we’re betting not so long ago you were thinking … “Oh, if only it weren’t so busy I could launch some much-needed staff development projects!” Now is the perfect opportunity to seize that chance by launching those training and educational programs. Or, if their skills are already pretty sharp, consider focusing on building relationships through social events that enhance teamwork, such as outings, lunch gatherings, or even in-store games related to your products. At the same time, remind your staff that people are still buying and encourage them to take the initiative to generate sales. Invite them to brainstorm ideas for promotions or events, and support their efforts in implementing customer engagement initiatives, like community events, workshops, or promotional campaigns.

During meetings, shift the focus to the approaches and tactics that are working on the sales floor, rather than dwelling on weak sales figures. A related concern during slow periods is the potential loss of your best performers to the competition. To combat this, continually seek opportunities to provide praise for even small successes. Additionally, explore non-monetary perks that can enhance their experience, such as offering flexible schedules that allow them to pursue personal projects or skills unrelated to work, thereby promoting a healthy work-life balance.

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