Is it Time for a Do-over?

Many of you will remember our Caito Foods Seminar- “The Big Picture”- a few years ago, when our guest speaker Kevin Coupe presented his business philosophies using scenes from movies as the basis for his discussion. From “Jaws” to “The Godfather”, Mr. Coupe found business applications in parts of movies that were familiar to most of us, and his approach showed ways to improve our daily business operations and strategies.

One movie I remember from my past, and that Mr. Coupe did not choose to use, was the 1961 classic “The Hustler.” That movie was based on the fictional story of small-time pool hustler “Fast Eddie” Felson (Paul Newman) and his attempt to best legendary pool icon “Minnesota Fats” (Jackie Gleason). One scene stands out to me in the spirit of Mr. Coupe’s business symbolism: “Fast Eddie” and “Fats” have been playing pool for hours, and “Fast Eddie” has gotten the best of his nemesis. “Minnesota Fats” asks for a short break, and he then spends some time shaving, washing his face, changing clothes and, in general, revamping himself to be in a better frame of mind to play pool. As the story continues, “Minnesota Fats” begins winning and eventually demoralizes his opponent.  

The scene points out the necessity of performing a “do-over”, especially when it seems that our business is at a standstill. Sometimes, getting back to some basic operational standards can make a significant difference in the success of our business!

MERCHANDISING TIP OF THE WEEK. I’m reminded of that familiar quote “If you always do what you’ve always done, you always get what you’ve always gotten” and how it states a truth that we sometimes overlook. Sometimes the best tactic is to stop, and then chart a new course that is different than the one you have maintained (unsuccessfully) for a while. Here are some ideas that—in the spirit of Minnesota Fats’ successful re-vamp effort—you might consider when things seem to be moving too slowly:

Give your Department a thorough cleaning!  I remember a customer a few years back who was getting ready to deal with a formidable new competitor. Part of their strategy to lessen the impact of that new competitor was to make certain their produce department was spotlessly clean, all lights were functioning, mirrors shiny and display fixtures in good repair. While it’s hard to compete with a store equipped with all new cases, it’s more difficult if your store and department look “shop-worn” and unimproved. A thorough cleaning can give your department new “sparkle” and cause your customers to ask you: “what have you done to make this store look so good?”

Consider purchasing new fixtures and exciting display cases. I recognize that this comes as a large financial investment, but the key is to understand that it is, indeed, an “investment” - one that will show dividends in the future.  The important thing to consider is this: does your store’s “look” hearken to the 1980’s? When a regular customer visits a different store, do they feel that “time has passed you by”?  While it isn’t necessary to remodel your store every year, you should make an effort to do so every 6-7 years.  And, sometimes, a simple upgrade or addition—at a conservative expenditure—can give your department a whole new feel.

Perform a simple cosmetic “do-over”! Without spending a great deal of money, you can make some monumental improvements. Look at the walls...could a new coat of paint brighten the shopping environment?  And the floors...replace some missing tiles or make some repairs and watch the change that makes. Most noticeable? Take a glance at the banners / signs hanging in your department and throughout the store. Nothing says “out of touch” like a sun-faded banner that is barely readable.  And those cases? Maybe replacing them is not feasible, but could you hire someone to give them a good coat of paint?

Take a moment to “freshen up”! If sales are sluggish, perhaps you’ve allowed your products to get a bit stale as well. Walk the department and look through your customers’ eyes. How do the dates in your salad section seem? Does a shopper have multiple days to use those salads if they choose to buy them today?  What about other dated products—those that are often overlooked because they seem to have an endless shelf life? Great examples: salad dressings and juices. Can a customer buy these items and have plenty of time to use them at home? Move from dated items to items we sometimes consider as “hardware” - even though they truly are not. Potatoes and onions...are those products fresh and without blemishes? Is the display area free from dirt and debris? Apples...is the fruit shiny, and free of wrinkles and blemishes?  Citrus… fruit vibrant and not looking old? Make an honest assessment of your department’s freshness and take the necessary actions to make certain you are as fresh as you can be!

Your associates made need a “do-over”! Sometimes, in the emphasis we have for sales and profits, we forget that the success of our store and business comes down to the people who represent us. How long has it been since any form of training has taken place? When was the last time you and your associates gathered to “brainstorm” and lay out plans for an exciting future? Have you scheduled any “field trips” (pun intended) to local growers or even to Caito Foods? Going a slightly different direction, have you let the standards for your associates’ appearance slip over time? Store-logo shirts and uniforms—have they been updated and does the appearance of your associates convey a message of freshness?

What have you done for yourself? It’s difficult to direct a successful “do-over” if you are in serious need of some re-energizing yourself!  Have you visited stores in other areas of the country to get their ideas?  Have you aligned yourself with others in your business  to share strategies and solutions to common problems? Most importantly, if you’re not satisfied with the current success level of your store, are you willing to look at new ways to get  closer to your goals? And, are you trying to get new results by using the same tired methods? Remember that “Minnesota Fats” took time for a “do-over”, putting himself in a better state of mind and changing his  approach so that his course—and results—could be different.  Consider a “do-over” for yourself and your store when things seem to be at a standstill. Happy Selling!