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Independent Retailer Assessment Program

Independent Retailer Assessment Program. Secret Shopper Results. Yale & Perkins. Oklahoma Cooperative Extension Service Oklahoma State University 2003 Based on a program developed by West Virginia University Extension. What Perkins Business…. Was described as a “cute operation?”

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Independent Retailer Assessment Program

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  1. Independent Retailer Assessment Program Secret Shopper Results Yale & Perkins Oklahoma Cooperative Extension Service Oklahoma State University 2003 Based on a program developed by West Virginia University Extension

  2. What Perkins Business… • Was described as a “cute operation?” • Serves really good apple fritters?

  3. 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? Simpson Automotive

  4. What Perkins Business… • Is an outstanding franchise with great signage and displays? • Is a drive-in restaurant famous for cherry-limeades?

  5. What Perkins Business… • Has a friendly, smiley waitress named Amber. • Is located in a beautifully restored building on Main Street. Prairie's Edge

  6. What Yale Business… • 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? City of Yale

  7. What Perkins Business… • Has an owner dressed in sports attire—which is very appropriate? • Has an owner experienced in cheerleading and gymnastics? Butterfly Treasures

  8. What Perkins Business… • Is very clean inside and out? • Likes to decorate with an old car theme? Jalopy's

  9. What Yale Business… • Displays parts in groups to make them easier to find? • Has an owner named Fred who is very helpful? Burch's Auto Parts

  10. What Perkins Business… • Is nicely decorated and located on Main Street? • Has nicely tanned and toned associates? Tanline Tan and Tone

  11. What Yale Business… • Has a lot of merchandise that is not crowded—plenty of space? • Has a large range of products from groceries to knick-knacks? ? Discount Store

  12. What Perkins Business… • Is a very clean store? • Uses a train in its logo? Whoo, Whoo.

  13. What Perkins Business… • Had a nice checker at counter #2? • Is in a building that once (many years ago) housed a skating rink? Perkins Food Center

  14. What Yale Business… • Has a clean, pleasant atmosphere with appropriate decor? • Offers a good variety of “accounts” to meet the needs of all types of customers? American Heritage Bank

  15. What Perkins Business… • Calls you by name as you come in? • Sells paint and lumber? Perkins Builder's Supply

  16. What Perkins Business… • Has a great parking lot? • Has a lot of P-T merchandise? SporTee

  17. What Yale Business… • Has a sign with landmark possibilities? • Has really good ice cream? Dairy Hut

  18. What Perkins Business… • Has a pretty good sign on Main Street? • Is located in Pistol Pete’s house? The Chantry House

  19. What Yale Business… • Has an unmistakable sign overhead? • Has a nice, “low pressure” salesperson? Yale Motors

  20. What Yale Business… • Is a store with a salesperson who is very friendly and very knowledgeable about the town? • Gets a lot of business in town? Circle B

  21. What Perkins Business… • Has a “phenomenal” interior? • Is not exactly located where you’d expect to find a gallery? Bah-Kho-Je

  22. What Yale Business… • 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? Glory Days Antiques

  23. What Yale Business… • Was easy to find because of large sign on building front? • Has Sue to greet you as you enter the store? Jim and Sue's Discount

  24. What Perkins Business… • Has a large selection—even a few trinkets? • Has great parking for semis? Ampride

  25. What Yale Business… • 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? Yale Drug

  26. What Yale Business… • Has a clean office—not a lot of clutter? • Is located inside a fitness center? Yale News

  27. What Yale Business… • Has good visual displays, good pricing and a friendly atmosphere? • Has a “great meat market?” Pope's

  28. What Perkins Business… • Is a nice, clean, new business in town? • Sells bed liners and oil changes? Excel Lube +

  29. What Yale Business… • Used to be downtown, but is now out in the country? • Has an interesting “mug shot” promotion? Yale Cushing Eagle

  30. End of Contest...

  31. What Perkins Business… • Has a nice downtown location? • Advertises on realtors.com? Frontier Realty

  32. What Perkins Business… • Was rated with 9s and 10s in most categories? • Is the next stop you make after visiting Perkins Family Clinic? Perkins Drug

  33. What Perkins Business… • Offers a nice dining experience? • Treat its customers to a Mariachi band? El Mexicano

  34. Dollar General What Perkins Business… • Gave the customer tomorrow’s sale price today? • Sells many things for a “Dollar”?

  35. 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?

  36. 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.

  37. 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.

  38. 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??????

  39. 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?

  40. 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!

  41. 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.

  42. 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?

  43. A wonderful store in 1920… Hopefully, none of this merchandise is still in our stores.

  44. The really hard stuff… • What do the buildings around you look like? • Do you fit in? • 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?

  45. Miles Building Before Renovation After Renovation

  46. Thanks!

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