Write Stuff

To the editor:

I've been reading industry trade publications since my firm became TMA and TIA's International Trade Counsel in the mid '60s.

Your editorial—“A tale of two stores”—in the August edition of Playthings was terrific, from both a literary and journalistic viewpoint.

—M. Barry Levy , TIA trade counsel Sharretts, Paley, Carter & Blauvelt, New York

Playthings:

You are doing a stellar job editorially. Thank you for consistently providing timely and in-depth reporting!

—Michelle Mullen, Tiger Bleu Productions, Sea Cliff, N.Y.

To the editors:

After reading “A New Mom and Pop” in the August issue of Playthings, I was inspired to share a tip that has worked for me in differentiating a small business from the large competitors. I've worked with the Learning Express chain for 10 years now and am always on the look-out for creative sales sparks. Perhaps this one will be of interest to your readers also, as it has been very beneficial to my sales.

“I'm looking for a way to increase sales and set my business apart from the rest.” My response—a scavenger hunt.

Product knowledge is a big part of what sets independents apart from chain stores. One way that's proven successful for me is to use the scavenger hunt method. I provide new hires with a scavenger hunt to complete, asking them to answer 10 or 15 questions based on actual customer questions. If a new game comes in, I may send an e-mail out asking for everybody to go find it and learn about it. Then, in a following e-mail, I may offer a reward to the first person who answers a question correctly about that product. Consequently, sales of that particular product increase tremendously.

In the same respects, training your customers may be equally important. Entice customers to answer five questions about products in the store by offering them a discount on those items they may purchase. Make the questions easy enough for young children to answer, but varied enough to push the customers into different parts of the store.

Competing as a small, independent toy store in a world of Wal-Mart metropolises is no small feat to conquer. Independents have to be more creative to win over the consumer's almighty dollar and use their locality to their advantage. They have the ability to train not only staff, but also customers, on a personal level.

—Becky Gill, Acton, Mass.