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The Retail Doctor's Blog


Attract, Close & Delight Your Customers

Here’s Proof Best Online Retail Sales Training Program Works...Well Mine Anyways

Bob Phibbs

I‘ve been an in-person retail sales trainer for upscale retail brands and I’ve helped them achieve extraordinary gains over the last twenty-some years.  

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Topics: Online Retail Sales Training, case study

Marketing Won’t Help If You Don’t Know Who Your Retail Customer Is [Case Study]

Bob Phibbs

Imagine shooting an arrow at a target with your eyes closed and a hurricane wind blowing. I doubt you would hit the target, much less hit the bullseye.

Marketing is a lot like that because until you zero in on the bullseye of who your customer is, you will miss your target audience.

You have to have a very clear idea of who your customer is and who she or he isn’t.

Everybody is not a target group.

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Topics: Marketing, Retail Consultant, case study

Best Retail Consultant Case Studies Worth Reading

Bob Phibbs

Here are several business makeover case studies from some of the smallest retailers to some of the largest who've used me as their guide to growing their sales.

While I don't rely on a sales staff or cold-calling to get new business, use these case studies to familiarize yourself with my work.

I help various sizes of businesses, these case study successes are theirs.

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Topics: Retail Consultant, business makeover, case study

Best Retail Consultant Success: Changing A Retail Sales Culture [Case Study]

Bob Phibbs

As a retail consultant, clients come to me to help them make more sales, attract more customers and become more profitable.

I'm sharing several case studies and business makeover results from some of the largest brands to some of the smallest mom and pops with lessons on your physical location, merchandising, branding, marketing to your target customers and of course, intense retail sales training - all of which you can use in your stores.

This post is on changing the culture of your business from survival to thriving.

The challenge

A regional chain was being challenged more and more by big box and online sales. The CEO came up to me afterward a speech and asked me, "How can we work with you?" I asked him to call me.

During the conversation, it seemed there was a great spirit of nurturing in the stores, but not much selling. I'll let the CEO Roberta Bonoff of Creative Kidstuff take this case study from there...

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Topics: Retail Sales, business makeover, case study

How To Get Business - 11 Lessons From A Business Makeover Case Study

Bob Phibbs

This is the second part of a three-part case study of an inn’s transformation into an award-winning hotel. These principles can improve your fortunes as well. In part one, you were introduced to the client, their challenges and the success roadmap. This post shares some of the changes that took place over time and why.

Phase 1

Encourage Longer Stays
We instituted a 2-night minimum stay for Saturday nights to cater to travelers wanting to spend time in Newport Beach, moving away from the “I need a bed tonight” crowd. We raised all the room rates but charged more for premium and view rooms.

Create A Better Experience
We purchased 5-star hotel beds for the premium rooms (and eventually all the rooms.) We expanded our free video library to include 100 new and classic movies which guests could check out to watch in their rooms. We added boogie boards, towels and chairs that guests could take to the beach for no extra charge. We baked cookies every day at 3pm for guests to have at 4pm after checkin.

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Topics: Retail Consultant, business makeover, case study, hotel

What Retailers Can Learn From A Hotel Makeover [Case Study]

Bob Phibbs

In my role as a retail consultant, I'm sharing a three-part case study of one of my very first clients and their hotel business makeover. Any small business owner can use some of the principles that made it an award-winning destination and can improve your fortunes as well.

The challenge

While aligned with a major brand, this small Newport Beach inn had stagnant revenues. During the summer months, the property was often booked for Saturday night. These one night stays were roadblocks for those who wanted to stay for several nights. During the rest of the year, the inn saw mostly Saturday night business.

I was called in as a retail consultant to grow revenues and craft the inn's premium reputation.

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Topics: Retail Consultant, business makeover, case study

Prepare Your Store To Attract Customers And Keep Them Coming Back

Bob Phibbs

This is part two of the business makeover of Black Horse Farms that I began at the end of January; read part 1 here.

Before the business makeover, the store had energy efficient-fluorescent lighting in the ceiling, walls covered with original rough-sawn pine, dark counters and fixtures, dirty window shades and a floor that looked like cattle had come and gone.

To enhance the shopping experience for their customers, many who come up from New York City on the weekends, we had to make the store cleaner, brighter and more enjoyable.

Remember: you attract customers first by the way your store looks.

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Topics: Retail Sales, Retail Consultant, case study

The Surprising Conclusion To A Small Business Makeover [Case Study]

Bob Phibbs

This is the final installment of a three-part case study of an inn’s transformation into an award-winning hotel. In part one, you were introduced to the client, their challenges and the success roadmap. In part two, I shared some of the changes that took place and why. Today we finish the story and draw more lessons for you from it.

 

So based on the case study, these are some of the things you might look at in your own business:

  • Are you concerned with getting people in and out quickly - instead of building a relationship with them?
  • Do you make sure your business is a place people want to return to? Start with the things they will see or touch.
  • What do you need to purchase to upgrade and differentiate yourself from the competition?
  • What stock have you wanted to buy but were afraid you didn’t have the customer base to justify it? Maybe you need to court a different customer...
  • What systems can you put in place to make your business remarkable?
  • Are you monitoring what your employees say and do to sell your merchandise? Do they have a cowboy culture where everything is negotiable? If so, how’s that working for your profitability?
  • How are you keeping your face in front of your customers? Are you communicating through a variety of channels on a regular basis?
  • Would partnering with competitors help you all grow your businesses?

Now the story concludes .....

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Topics: Retail Sales, business makeover, case study

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