On the same page: an Oregon retail staff is working smarter, not harder, thanks to its company-sponsored reading program - Checkout

Pool & Spa News, Jan 30, 2004 by Suzanne Heim

Over the last several years, I have become frustrated occasionally when trying to explain various core retailing principles to my staff.

We've held meetings that outlined key points, handed out charts and created "plan-o-grams" that explain how to arrange products. Initially, the methods are followed, but once the busy season hits, some of these ideas fall by the wayside.

This year, I wanted to motivate everyone on the retail floor to start acting like merchandisers--at all times. Too often, I was the only one who noticed the problems, such as the stack of products in the entrance that was too tall for people to see over comfortably.

How could I get everyone on board and motivated? I found the answer in the aisle of my favorite bookstore.

Each time I picked up my copy of Paco Underhill's Why We Buy: The Science of Shopping, I became more excited and inspired about retailing. I always seemed to find something new to work on. The book also helped put me in the shopper's frame of mind.

So last summer, I decided that this book, and others like it, was just what was needed to motivate and stimulate our retail staff.

Knowledge is power

I decided that we would read the book as a group during the off-season this year. Our company has supplied six of our key retail employees with the books. Then, over a set time period, we will read and meet regularly to discuss the concepts covered.

Staff members who chose to participate signed an agreement that they would spend 15 minutes each workday reading the book and attend two discussion sessions in the next two months. So far, everyone has reacted positively to the arrangement.

By reading this book as a group, the whole store benefits. We're all learning about the concepts at the same time, so we can ask each other questions, reinforce the ideas presented and delve deeply into how our store can use the information. It gives me a great forum to share my vision with the staff, and hear their feedback.

It also is a terrific way to motivate people and share some team-building time. Thus far, it has become a real bonding experience. By the time we're done, I know that everyone will have the tools necessary to be great merchandisers.

Currently, we're exploring other books to read. One possibility is How To Win Friends and Influence People. We'd follow that up with an in-house incentive program that would encourage employees to "catch" each other practicing principles learned in the book--and reward them. Also under consideration is Guerilla Marketing, which can help us with our upcoming marketing plans. Talk about getting everyone to buy into the concepts!

Turning the page

After we finish the book, we are planning to pile into the car and go on a field trip. This venture will allow us to see real-life examples of the concepts presented in the book. We'll evaluate an assortment of retailers who are doing an excellent job, as well as a few who, perhaps, are falling short.

We intend to visit other pool- and hot tub-related stores, as well as stores in different industries, including furniture retailers and a few Harley-Davidson shops. Most of these companies have the resources to hire professional designers and merchandisers, so we'll be able to glean a lot from them.

The field trip idea came out of my experience at the Retailers' Day program held during the international Pool & Spa Expo. Some of the best ideas I have ever gotten were derived from what I have seen while visiting other retailers in the industry.

Your efforts can only improve your store's environment and enrich your customers' shopping experience. Not bad for the price of a book or two, and a gallon of gas.

Heim is marketing director at Classic Pool & Spa, an NSPI Retailer of Excellence firm with locations in the Oregon cities of Aloha, Canby and Gladstone.