Retailers get logistics help inside stores

A store's window often gets cluttered with too many signs, distracting from any clear message. All customers really want to know is the hours of operation and whether or not you take a charge card.

Another thing: Don't leave Christmas lights up all year -- people don't look at it as creative and festive lighting. They just notice the lights were never taken down after the holiday season.

And don't unintentionally set up a "just looking loop" where people can hurry in, tell salesmen they're "just looking" and make a beeline for the exit. Instead, make sure that there is a navigational system in place that forces customers to check out the product and make them more likely to buy.

These are just a few of the tips that Florida-based consultant Jon Schallert shared with about 35 people at a workshop Tuesday morning. The three-hour workshop was held at Southeast Missouri State University at Dempster Hall.

"The big thing I want these people to take away with them is that they're in charge of their own future and profitability," he said. "That with enough thought and planning, they can overcome any poor economy."

Schallert, a Wisconsin native who worked in marketing for Hallmark Cards for 10 years, says his message is "real-world," and is not based on theory. He says his practical "Schallert Method" comes from consulting with over 600 businesses on-site last year alone.

He discussed a wide variety of challenges in retail with the group such as having too many items on the shelf, which makes a store "unshoppable." He suggested organizing in themes or coordinating like products together.

He also gave marketing ideas, how to bond with today's consumer, check-out areas, how to build customer databases, developing testimonials and referrals and product pricing.

It was all intended to improve the retail performance of their businesses and products, said Old Town Cape executive director Catherine Dunlap.

"What this does is really give the businesses valuable information from a national consultant they wouldn't otherwise have received," she said.

Old Town Cape hosted the event, though the roughly $7,000 came from the Missouri Main Street Program.

Schallert also spent some time at a few Cape Girardeau businesses on Monday to evaluate and offer suggestions, including Madder Rose Accents and Antiques at 40 N. Main St.

"He was very thorough," said owner Evelyn Boardmen. "He came through to check things like the way you navigate through the shop. He checked for fragrances in the shop to make sure the scent was acceptable, he just looked at everything."

Schallert also visited C.P. McGinty's Jewelers Inc. at 117 N. Main.

"I had two particular displays which he felt were not in line with the message he thought I was trying to convey," said owner Chuck McGinty. "Otherwise, he just said great store. I assume he liked the way he looked."

McGinty attended the seminar on Tuesday, as well. He said he was impressed.

"I left with a very good impression of both the seminar and the person," he said. "Often you have mixed feelings about what you learn and who presents it, but I had a lot of respect for this fella."

smoyers@semissourian.com

335-6611, extension 137