“It has been an incredible journey filled with creativity, challenges, and countless memories,” said Sue Todd, co-founder of Studio M. “We are deeply grateful to the many talented employees, artists, vendors, sales agencies, retailers, and customers who have made this journey so memorable and rewarding.”

Studio M’s roots go back to 1989 with the invention of the MailWraps magnetic mailbox cover, then bringing other licensed artwork to a wide variety of categories for the home and garden — BreezeArt flags, MatMates interchangeable mats, Floor Flair vinyl rugs, Yard DeSigns address signs, Door Décor, Art Pots, Art Planters and their patented Art Poles.

“It has been incredibly difficult to say goodbye to this company and to the industry we have been a part of for so long, but we’ve reached a point where we cannot continue. It’s not common for companies to last 35 years, and it’s particularly rare in the highly creative and dynamic gift and home industry,” said Curt Todd, CEO and co-founder of Studio M. “We are proud of what we have accomplished and the impact we have made on both the industry and our community of artists, employees, retailers, customers, and vendor partners.”

Studio M will continue accepting orders from retailers through March 25, with inventory being limited and offered on a first-come-first-serve basis. Discounts will be available on select items to clear remaining inventory.

The post Studio M to close its doors appeared first on Gift Shop Magazine.

According to the report, for every $1 billion in sales, the average retailer incurs $145 million in merchandise returns. Online sales do see a higher return rate, with 17.6% or $247 billion of merchandise purchased online returned. That compares with 10.02% for pure bricks-and-mortar returns (excluding online orders that are returned in-store), or $371 billion.

“Retailers continue to test and implement new ways to minimize losses from returns, particularly those that are fraudulent, while at the same time optimizing the shopping experience for their customers,” said Mark Mathews, NRF executive director of research . “Retailer’s efforts include providing greater detailed descriptions on sizing and fit of products for online purchases and requiring a receipt with returned items. As a whole, the industry is prioritizing efforts to reduce the amount of merchandise returned in stores and online.”

Return fraud

This year, return fraud contributed $101 billion in overall losses for retailers. Moreover, for every $100 in returned merchandise, retailers will lose $13.70 to return fraud.

As concerns around return fraud continue to grow, retailers are bolstering their efforts to mitigate the related losses. With increases in both in-store and digital traffic, many retailers are testing in-store policy changes and limiting the flexibility of online returns. Keeping customer satisfaction in mind, retailers are strengthening customer service operations through frictionless retail and a seamless end-to-end user experience.

Among the types of return fraud retailers say they have experienced in the past year, nearly half (49%) cited returns of used, non-defective merchandise, also known as wardrobing, and 44% cited the return of shoplifted or stolen merchandise. Over one-third (37%) said they experienced returns of merchandise purchased on fraudulent or stolen tender and one-fifth (20%) said they have experienced return fraud from organized retail crime groups.

“The continued growth of online channels has had a significant impact on retail sales and returns,” Appriss Retail CEO Michael Osborne said. “One example is our tracking of claims and appeasements, which is a new category in online returns that covers reports for missed, late or damaged deliveries, and is the fastest-growing category for return fraud.”

The post NRF says $743B in merchandise returned in 2023 appeared first on Gift Shop Magazine.

There are multiple areas where loss can occur. The most common are internal and external theft; these account for nearly two-thirds of retail loss.

INTERNAL THEFT

Internal theft occurs when an employee or someone who is “in the know” within a business steals from that business. There are a variety of ways this can be perpetrated, and there are many ways to minimize internal theft and fraud.

First, business owners should have an employee handbook with policies and procedures to follow. This accomplishes two goals: it gives a set framework for the employees to follow, and it also allows the owner to determine where the theft or fraud may be happening if an employee is not following company procedures.

Second, only allow certain employees to have access to the financials of the business. If all employees have access, it makes it more difficult to narrow down where and how theft may be occurring.

Finally, in addition to having policies in place for employees, owners should have regular store meetings to go over loss prevention issues and store policies. If an employee breaks a loss prevention policy, the owner must then decide what the consequences are. Those consequences can range in severity from an informal reprimand to criminal prosecution, depending on the violation.

There are other proactive steps business owners can take to minimize loss. First, using an outside accountant or third-party bookkeeper will help catch errors or discrepancies. Then, invest in a point- of-sale (P.O.S.) system. This system can track types of transactions and who was working during specific times. If loss occurs at a specified time, that is something that the P.O.S. may be able to track. Finally, retain a loss prevention specialist. This person can find areas in your business where security measures or procedures are weak.

EXTERNAL THEFT

External theft, or shoplifting, happens when someone who is not employed by the business steals. Store owners can strengthen their store’s security by implementing a number of practices.

First, vet all potential employees. Second, establish and enforce rules and procedures for customers, and require employees to enforce the same rules. Third, take inventory regularly. By doing so, owners will have a clear idea of what they have on hand and when loss is occurring.

Additionally, train employees on loss prevention and how it impacts the productivity of the business. Next, have video surveillance in strategic places both inside and outside the store, and post signs stating that the establishment is under video surveillance at all times.

Finally, a metallic tagging system that triggers alarms if the tag is not removed also prevents loss.

OTHER TYPES OF LOSS

There are other types of loss in addition to internal and external theft — for example, natural disasters, fire and administrative errors. These types of loss account for one-third of loss in a business. Preventing natural disasters is impossible; in that situation, the owner must mitigate or lessen the potential impact of such an occurrence. The most effective way to do this is being properly insured. With regard to fires, being properly insured is imperative. One, however, must also ensure there are no fire hazards, such as using too many plugs for one outlet or putting merchandise where it is in direct contact with an electrical outlet. Finally, administrative errors will happen. Having someone check the work of another, however, will help to lessen those mistakes.

Often there is legal recourse, depending on which type of loss that has occurred. Before an owner can seek legal recourse, though, the owner should establish as many of the loss prevention procedures or action steps.

DISCLAIMER: The materials available in this article are for informational purposes only and not for the purpose of providing legal advice. You should contact your attorney to obtain advice with respect to any particular issue or problem. Use of and access to this website do not create an attorney-client relationship between Angie Avard Turner Law and the user or browser.

The post Legal Corner: Loss prevention is worth a pound of proaction appeared first on Gift Shop Magazine.

Your work as a business owner is a lot like the work of running an epic story city. You must provide stability without becoming complacent, constantly make improvements, change with the times, watch out for dragons and have a plan for dealing with them when they show up — because they always show up.
The heroes of every epic story cultivate three capabilities within them and their teams: autonomy, mastery and purpose. And they do this through management (if you didn’t think management was sexy and dramatic before now, I hope you’re seeing thelight).

How can you create a culture brimming with autonomy, mastery and purpose? Much easier than you may think, and the methods are already proven. You just need to commit to them with dogged determination.

Nine management disciplines are essential to the long-term success of your epic business adventure:

1. Planning
2. Financial management
3. Risk management
4. Communication
5. Hiring and retention
6. Delegation
7. Performance management
8. Continuous learning
9. Time management

What most people don’t realize is how closely these management practices must work together to align and motivate. The holy grail of management is understanding how these individual disciplines — often separated into silos — must be integrated with one another. Focusing on management integration is the way to build an organization that can continuously improve, grow and overcome challenges.

PROCESS MAPPING AND DOCUMENTATION

It’s tempting to view a business through the lens of the products and services it sells. But your business is really a collection of dozens — perhaps hundreds — of processes that are done all day every day by employees, customers and suppliers. Every inefficient or insufficient process is inefficient and insufficient multiplied by the number of times that process is done every day, week, month and year.
Process management cuts across all nine of the management disciplines. Not only are there processes within each discipline, but the outputs of each discipline also positively and negatively influence the processes in the other management areas.

The most powerful thing any business can do is map and document its processes. Process mapping shines a light on inefficiencies, reveals opportunities for improvements and automation, and stimulates innovation. Documenting the correct way to do each process ensures organizational consistency, which reduces overhead and improves quality. Process documentation is also a powerful form of communication that speeds up employee onboarding, facilitates delegation, and provides a framework for performance measurement and management. Humble process documentation facilitates harmonious autonomy and supports the development of mastery.

DATA-DRIVEN DECISIONS

Most of us who have owned a business for a long time have great gut instincts — except when we don’t. In the not-so-long-ago past when anything more than P.O.S. data was largely unavailable to small businesses, small business owners operated on a level playing field, with guts that were sometimes correct and sometimes not. The difference today is that some businesses are using abundant and affordable data to supplement their guts, making better decisions, and shooting ahead of their competition.

When you implement technology and systems to collect data, use those systems effectively, aggregate the resulting data for a single source of truth, and analyze that data for better management decisions, you connect the nine management disciplines. Then you can combine reliable data with consistent processes to unleash the elusive power of key performance indicators (KPIs). This connector makes it possible
to finally measure the right activities in the right ways, and successfully align processes and people with business goals. Data-driven decision-making keeps an organization and all its individual members aligned with its plans and purpose.

INTENTIONAL CULTURE

Every organization has a culture, but whether or not it is a culture that serves its goals and fulfills its purpose is directly related to how intentionally the culture was developed. If your culture arose organically, it likely mirrors the strongest personalities in the group or is defined by the subgroups and their relationships with one another.

Business culture defines how a business operates on the inside and has a direct connection to how the business is perceived from the outside. If you’re struggling to convey a consistent brand identity, take a look at the role your internal culture is playing.

Most people understand that culture defines relationships and behavior, but less understand that culture can also support — or undermine — your value proposition, which is the unique benefit that your company provides its customers. If your value proposition is based on new product and service innovation, your culture must support and stimulate creativity, adaptability and healthy competition. If your value proposition is all about service, your culture must foster collaboration, openness and listening. A value proposition of low prices must culturally prioritize efficiency, cost-consciousness and aggressive process refinement. All of these cultural attributes can be positive, but how they are combined, prioritized and perpetuated touches every discipline of management and determines whether or not the stakeholders perceive alignment between management and organizational purpose.

In 2009, the dragons were distressed financial markets and a real estate meltdown. Today, the dragons are inflation, labor challenges and troubled supply chains. There will always be dragons. But when you focus on the synergistic power of process documentation, data-driven decision-making and intentional culture, you transform the nine pillars of good management from a collection of tactics to an integrated and dynamic practice.

The result will be something much more than merely resilient. The result will be an organization energized and motivated through autonomy, mastery and purpose. The result will be epic.

The post Bring on the Dragons: An overview of management integration appeared first on Gift Shop Magazine.

It literally is being discussed in its possible applications in every facet of our lives and in every industry. The potential of AI is that it could streamline many tasks that we often dread because the task is mundane yet still must get done, especially with regard to running a business. However, AI is not without a minefield of potential legal issues that many are scrambling to forecast and interpret as this technology rolls faster than any legislation to regulate it.

INTELLECTUAL PROPERTY

There are several issues with intellectual property as it relates to AI. Intellectual property is the area of law that covers patents, trademarks and copyrights. With the advent of new technology there is always a renewed concern for how it will affect or contribute to the possibility of infringement. One of the prevalent questions when AI is used to create content is, “Who is the actual author of the content?” This question has bearing on who owns the rights to license and monetize the created intellectual property.

AI does not perceive whether intellectual property is owned by another party, so users of AI will need some working savvy of how their use of AI could manipulate intellectual property in an unintended way. For example, if a retailer creates a description on their website using copyrighted material, or using a logo of a brand they are not authorized to use, there could be infringement. Likewise, if AI is being used in product development and another’s intellectual property is used without the proper licenses or permissions, it could be deemed infringement. Adding to complexity of this issue is determining who the creator/author of the content is. Some countries will allow the created content to be protected when authored or created by AI. However, in the U.S., with regard to copyright, the Copyright Office issued a policy statement that for a work to gain protection, the author must be a human.

We will also see the limits tested when this new technology is applied to both existing platforms, like social media, and new platforms, like the metaverse. As a business owner, being aware of the issues is important as the law is never out in front of the technology. In fact, it is the opposite, the technology is created, and then, usually, years later, the law is written to cover that technology development.

E-COMMERCE AND SECURITY ONLINE

The use of AI in this area will fall under how data is collected and stored when operating e-commerce or in more than one location. Focusing on your business’s data collection is preferred to increase its ability to provide an enhanced customer experience. This new focus is also in response to stricter privacy concerns for customers. Additional AI concerns revolve around malware and cloud-based storage. Some of the information communicated through these types of AI detail spending habits, customer locations, and even whether they are at home. In the wrong hands, this could present a danger to customers.

PROTECTING THE CONSUMER

Retail business owners should be aware that AI will have a legal effect on selling to customers in a new way. There may be a new way to present terms and conditions, disclosures, or even contracts. There may also be new AI implications relating to returns, refunds and the quality of goods. Already with the rise of influencers and celebrities acting as influencers, there has been an increase of litigation associated with product endorsements. Now add AI to the unknown and unforeseeable consequences of how that may impact those interactions. Lines are blurred, and legal enforcement becomes more complicated by what state has jurisdiction over the enforcement.

Of course, pointing out these potential pitfalls is not meant to alarm or frighten business owners, however understanding the potential issues involved will position your business in a way to be aware of how AI can impact it. If you have questions, seek out the advice of a qualified attorney.

DISCLAIMER: The materials available in this article are for informational purposes only and not for the purpose of providing legal advice. You should contact your attorney to obtain advice with respect to any particular issue or problem. Use of and access to this website do not create an attorney-client relationship between Angie Avard Turner Law and the user or browser.

The post What is your AIQ? appeared first on Gift Shop Magazine.

One key ingredient for successful email marketing campaigns is a solid database of customer email addresses. However, simply having a list of email addresses is not enough.

Retailers need to know how to leverage these lists to maximize the impact of their email marketing. Here are 10 tips to help gift shop retailers make the most of their customer email addresses:

1. BUILD AN OPT-IN LIST

Obtain email addresses through voluntary opt-in methods, such as sign-up forms on your website, in-store promotions or special events. Make sure customers understand the value they will receive by subscribing to your emails, such as exclusive discounts, new product updates or personalized recommendations.

2. SEGMENT YOUR EMAIL LIST

Divide your customer email addresses into different segments based on demographics, buying behavior or preferences. This allows you to tailor your content and promotions to specific groups, increasing relevance and engagement. Use customers’ names in email greetings and customize the content to their interests or purchase history. Personalization creates a sense of individual attention, making customers more likely to open and engage with your emails.

4. PROVIDE VALUABLE CONTENT

Offer useful and relevant information, such as gift- giving tips, holiday ideas or DIY projects. By providing value beyond promotional offers, you build trust with your audience and establish your shop as a go-to resource for all things gift-giving.

5. USE CATCHY SUBJECT LINES

Craft compelling subject lines that grab attention and entice recipients to open your emails. Avoid spammy language; focus on clear, concise and intriguing messages. Here is a great tool to test out a few subject lines: subjectline.com.

6. TIMING IS KEY

Experiment with different sending times and analyze open and click-through rates to determine the best timing for your audience. Consider factors like time zones, weekdays vs. weekends and specific occasions or holidays.

7. CREATE IRRESISTIBLE OFFERS

Provide exclusive discounts, limited-time promotions or loyalty rewards to encourage purchases and repeat business. Make your customers feel special by offering deals they can’t find elsewhere.

8. INCORPORATE EYE-CATCHING VISUALS

Use high-quality images and appealing design in your emails. Images of products, seasonal decorations or happy customers can captivate recipients and increase the chances of conversions.

9. OPTIMIZE FOR MOBILE

An increasing number of people check emails on smartphones and tablets, so make sure your email campaigns are mobile-friendly. Use responsive design and test your emails on different devices to guarantee a seamless user experience.

10. ANALYZE AND REFINE

Track the performance of your email campaigns using metrics like open rates, click-through rates and conversion rates. Analyze the data regularly to identify what works and what needs improvement, and make necessary adjustments to optimize your email marketing strategy.

Remember, building and maintaining a strong relationship with your customers is at the core of effective email marketing. When a customer trusts you enough to invite you into their inbox, make sure you’re respecting that by delivering content they want — and not overwhelming them with what they don’t. Implementing these 10 tips allows you to harness the power of customer email addresses to deliver targeted, personalized and engaging content that drives loyalty and boosts sales.

Looking for help with your email marketing? SmartSolutions works with specialty retailers and other businesses to develop comprehensive marketing plans, including email, social media and content. Learn more at smartsolutions.media.

The post 10 tips to maximize your email marketing appeared first on Gift Shop Magazine.

There has always been an avenue of recourse. However, it is now much more accessible to everyone, even new and small companies. Copyright law covers works that are created by an author and fixed in a tangible form of expression. These works may be in the form of books, screenplays, pattern designs, fabric/ textile designs, jewelry, architectural plans, sculptures, paintings, photographs and drawings — and that is not even the complete list. So it is no wonder that as technology has advanced, it has become even more difficult to enforce and protect the works that one creates.

At the end of 2020, Congress passed legislation that directed the Copyright Office to create a Copyright Claims Board (CCB). This three-person board allows for an alternative resolution to copyright claims up to $30,000.

Until the creation of the CCB, if after attempting to come to some sort of informal resolution, someone wanted to enforce their copyright ownership, the only recourse was filing suit in federal court. For most, that seemed unlikely. With the creation of the CCB, the potential for a final resolution exists.

FEATURES OF THE CCB

1. Everyone has access. Regardless of whether you have an attorney or not, you may have access to the CCB. These proceedings were designed to be simplified so that anyone can come before the CCB.

2. The procedures are simplified. The proceedings are online and aim to be more time and cost effective. Participants in CCB proceedings are only required to provide limited basic documents and information, as opposed to the more complicated and costly process of exchanging evidence in federal lawsuits. Furthermore, CCB proceedings do not allow for formal motions used in federal court; All hearings are conducted remotely via video conference.

3. Participation in the CCB is voluntary. The claimants, both the one filing and the one responding, can decide whether to participate in the CCB proceedings. Participation is not compulsory; this means that either party may opt out. If the responding party opts out, then the claimant may still file suit in federal court.

4. The CCB only hears certain claims. The CCB’s jurisdiction is limited to specific claims. In federal court, all related claims may be brought; this is not so with the CCB. There are only three types of claims that may be brought before the CCB:

a. Copyright infringement claims
b. Claims seeking to clarify that activities do not infringe copyright; and
c. Misrepresentation claims in notices sent under the DMCA (Digital Millennium Copyright Act).

5. The CCB is made up of three copyright law experts. Copyright Claims Officers are experts in copyright law, making them well qualified to determine copyright matters involving various types of works and issues that arise from the above-mentioned types of claims.

6. Monetary damages are capped at $30,000. A party cannot bring a claim before the CCB seeking more than $30,000 in total damages. If a party is successful in their claim, they may choose to recover either statutory damages, which is determined by the law, or actual damages, which is calculated based on factual evidence. Most of these amounts for a successful party would be less than what they would be able to receive if they were to try the case in federal court. By comparison, statutory damages can be up to $150,000 for each work infringed if the infringement was committed knowingly and deliberately.

7. CCB procedures include safeguards against abusive practices. If a party brings a claim in bad faith, they may be ordered to pay the other parties reasonable costs and attorney’s fees up to $5,000. It is within the CCB’s discretion to award higher amounts if the party acting in bad faith shows a pattern of bad faith conduct. The CCB may ban that same party from filing new claims and/or dismiss any pending claims.

8. Parties cannot file an unlimited number of claims. The number of claims that may be brought each year depends on the party filing the claim. If an individual or corporation is bringing the claim, then they can only bring up to 30 claims in a 12-month period. For a solo practitioner, the 12-month limit is 40 claims; for a law firm, the limit is 80 claims.

9. The effect of a CCB finding is different from a court ruling. CCB determinations are posted online and public. However, these findings do not set precedent. In other words, the reasoning used for each case is specific to each situation and is not binding on another case that may come before the CCB. Furthermore, the CCB findings have no impact on other federal court proceedings. After a CCB determination, a party is barred from filing the same claim in federal court.

10. There are limits on appeals of CCB determinations. There are three options a dissatisfied party has when dealing with an unfavorable determination from the CCB:

a. The CCB’s reconsideration of, or a modification to, the determination, but only for a clear error of law or fact material to the outcome, or a technical mistake
b. A request the Register of Copyrights to decide whether the CCB abused its discretion in denying reconsideration
c. In limited circumstances, a review of the determination in federal court.

These are the main features of the CCB. This board is very new, so attorneys and claimants are still learning how this recently developed system within the larger system will operate. There are actions that may be taken before one even must resort to the CCB. Speaking with an attorney who practices in this area so that they may advise you of the benefits and the burdens of each of your options is the wisest, most prudent action to take.

DISCLAIMER: The materials available in this article are for informational purposes only and not for the purpose of providing legal advice. You should contact your attorney to obtain advice with respect to any particular issue or problem. Use of and access to this website do not create an attorney-client relationship between Angie Avard Turner Law and the user or browser.

The post How the Copyright Claims Board can help retailers in disputes appeared first on Gift Shop Magazine.

WHY SHOULD RETAILERS CARE ABOUT PINTEREST?

Pinterest is a social media platform where people share their interests with others in the form of pins. However, think of Pinterest more like a search engine versus a social media platform. People use Pinterest to find inspiration and answers, like they do on Google. When you pin content that your perfect customers are searching for, add keyword-rich titles, descriptions and alt text, you have a better chance of showing up in search results to qualified buyers. Pinterest is also one of the most powerful websites for driving traffic to e-commerce websites so, if you sell online, there’s a lot of opportunity for you to leverage Pinterest to drive traffic and sales.

Store owners can use this platform as a means of promotion and marketing by selling products, creating content and following trends to see what customers are interested in. Many retailer-friendly tools, including Product Pins, allow consumers to click on a product that takes them directly to your website to buy the item(s). If you sell online, I highly recommend you set up Product Pins. Get started at https://business.pinterest.com/en/shopping.

WHAT KIND OF CONTENT DO RETAILERS POST ON PINTEREST?

Pinterest has an extremely efficient algorithm. With each new search or moment spent on a piece of content, a viewer’s feed can update with pins more accurately curated for them. This is beneficial for creating content on Pinterest, as you have the opportunity to create for niche audiences.

Testing a good mix of content is key to Pinterest success. It’s important to see which performs best and grows your monthly views. Here’s where to start:

Educational Content: Guides and how-to content do well on Pinterest. People use it to learn something new or gain insightful tips and tricks. Examples might include a specialty gift shop that creates a carousel pin showing how to layer charcuterie items on a unique wooden charcuterie board, or a baby retailer that shows their favorite way to clean and dry a baby bottle. Similar to questions your audience members may Google, is likely what a viewer would search on Pinterest.

Boards: Create Pinterest boards for your PCGs (perfect customer groups). Determine what your audience’s aesthetic and interests are, and build themed boards that would interest them. As a party retailer, you may create boards for “Dinner Party Settings,” “Seasonal Table Spreads,” “Fall Finger Foods,” etc. Create boards with the intention of inspiring every customer that comes across them.

Product Images: Overall, Pinterest images should look a little more elevated than your average Instagram post. Think magazine-level quality, using good lighting, a clear background and a few simple enhancement edits. Consider photographing your products in a unique way (like against a brick wall or a slab of marble to feature the item’s details) or include several similar items in a carousel post. Always utilize the description by inserting keywords about your product and what it’s used for. As a boutique retailer, you may post a piece of jewelry, featuring the details of the item and sharing descriptions such as “date night jewelry,” “winter wedding guest jewelry,” etc.

UGC: User Generated Content allows your viewers to see products jump off the shelves and into everyday use by your customers. Example? A stationery store may ask their audience to share a photo of their paperweight on their desk or a card they purchased tucked into a beautifully wrapped present. As Pinterest is heavily used for inspiration, helping your viewers visualize an item in their own home or life may help lead them to complete a purchase.

Now that you know why and what to post on Pinterest, stay tuned for The Power of Pinterest: A Retailer’s Guide to Success [Part 2] in Gift Shop® Plus Spring 2023 that shares the best ways to leverage pins to find, stand out to and impact your perfect customers.

The post The power of Pinterest: A retailer’s guide to success (Part 1) appeared first on Gift Shop Magazine.

Making a Day of It

Liz Hughes, co-owner of Groovy Plants Ranch, says they host events several weekends a year. But their garden center is located in rural Ohio and not a quick drive for customers to leave for lunch or a snack.

“Our main reason for considering food trucks in the beginning was because of our location,” Hughes says. “There isn’t really anything near our garden center, so people would need to get lunch and then they would not come back because it was too far away. Or they’d be here and they were hot and thirsty and all we had to offer was water or they’d have to drive pretty far away to get a beverage and so they would just cut their visit short.

“So we first began integrating food trucks just to make customers’ visits more convenient. And then when we saw the feedback that we were getting — people really liked the pairing of being here, making an event of driving to visit Groovy Plants Ranch and then also getting to get a snack or a beverage from a food truck — that added to their enjoyment of visiting.”

More Is More

Hughes says customer feedback was a big part of hosting more food trucks at their store. “We first started just booking them on our larger weekends, our bigger events, especially some of our events where customers would spend quite a while being here — then we’d have food so they’d have something to eat while they’re here. In 2021, we started having food trucks basically every Saturday and Sunday during the spring, summer and fall that I could book. Sometimes there were weekends when I couldn’t book anyone.

“Customers really enjoy coming out, getting a smoothie or a cup of coffee and sipping on that while they’re shopping. They also like to come out and make a day of visiting our store. We are a destination garden center, so we regularly have people visit from 45 minutes away — that’s very normal — and up to like three or four hours away on a weekend. And so people make an event of coming out. They make the journey out and then they have food to eat while they’re here and they don’t have to leave, and it becomes part of the whole experience for our customers. They really enjoy the all-inclusive experience of visiting.

“And just about every time — except for when people got rained out — the food trucks seemed to have a good time. They were happy to be here and most of them want to come back.”

She says that the food trucks add value to events they host. “We have something called a Succulent Solstice, for example, where we have some of our staff talk about succulents. We invite the local clubs to come and have meetings or meetups here during that day. And then we also have a food truck or two here on that day. When we’re doing events like that, I find that there’s added value and added draw because the food trucks are here.”

Considerations and Conditions

For garden centers just getting started with food trucks, Hughes suggests being “a little bit choosy about the food trucks you let in. Don’t just let anyone because we’ve had food trucks here that, once they were here, we felt like we maybe didn’t want them to come back. You may not know that before they show up.”

She also says to make sure to check their insurance so you know that they’re insured.

Hughes has found that there are two ways to go about hiring a food truck to come on site. “Food trucks sometimes charge to come and visit you. If you have a birthday party, for example, they’ll charge you a certain amount to come to your birthday party. Or food trucks will pay to set up at premium locations. When I approach food trucks, I tell them we’re not doing either of those things right off the bat. I say, ‘We’re not charging you to do this, but we’re also not going to pay you to come out — but it’s a good activity.’ And then I give them some of our numbers of checkouts; if we had 300 checkouts on that day and we average four customers per car, then they can expect this event to be close to 1,000 people. I give them some numbers to work with when I’m inviting them.”

She says social media is another method for finding local food trucks to invite. “Don’t be afraid to just put it out there on your social media,” she says. “We have now built a network of food trucks that we know and we like. So for 2023, I’m going to approach those food trucks first to book my best dates. Then when the rest of my dates are still open, I will put on social media that we’re looking for food trucks. Customers are really good at replying to those posts with tagging certain food trucks and recommending them. And then those food trucks — because they get mentioned in the comments — will see the post. That’s a great way to start networking with food trucks. If you haven’t done any food trucks at all yet, that’s a great way to start. You could pick a few key weekends that you would want them to be there. And then you can post those dates right away and people may reach out to you right away. It’s easier than going on your own and searching for specific trucks.”

Feeding a Crowd

Felix Cutrone, retail store manager at Hicks Nurseries in Westbury, New York, says they introduced their own custom-built food truck as an extension of their in-store café.

“We found that, during our large events, such as our Fall Festival, the café could not support the crowds we had, and we wanted to bring the food to where the crowds were — which was outside. Being mobile allowed us to place it in several different locations on the property to test the most convenient spot for our customers and their families. The food truck also gave us the ability to offer differently prepared foods, such as chicken tenders and French fries, which are made to order fresh and served hot.”

Deciding what to put on the menu was easy — they simply asked customers what they wanted. “We asked our customers what they would expect for themselves and families, and they told us they wanted finger foods. Prior to the truck, our roasted corn was a big hit, so we were sure to include that.”

He says they go to different vendors to taste the items they’re considering for their menu before adding them to their selection.

Cutrone says customers enjoy having the truck on site. “We often get asked where it is when there is no event.”

Tips and Tricks

Whether considering hiring food trucks or building your own, Cutrone has some tips. “If you are interested in starting a food truck, it’s important to have someone on staff that knows the food industry. Of course, make sure you have a business plan and a tight menu. Do a few things and do them really well.

“If you are going to bring in a truck for special events, make sure to see how they operate on-site and how they act with customers. They should be able to represent your garden center in the same brand voice. And, of course, taste their product. Does it fit with what your customer would expect in the offering? Is the quality good? What you offer is a direct representation of your brand. Make sure it’s a seamless experience.”

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After all, during the pandemic, studies show that a whopping 81 percent of consumers shopped for items online and many merchants were forced to close up brick-and-mortar shops and concentrate their efforts on e-commerce.

GOING WITH GOOGLE

The Google shopping platform, now called Google Merchant Center, is a platform for retailers to list their products for sale and is one of the most successful e-commerce options for retailers.

The difference between the old Google shopping platform and Google Merchant Center is that the latter offers retailers the ability to create product listings that include more information, such as product images, prices, and descriptions. Additionally, Google Merchant Center allows retailers to target their product listings to specific audiences, such as consumers in a certain geographic area or consumers who have expressed an interest in a particular type of product.

“Google Merchant Center is a one-stop-shop for retailers looking to grow their business and get discovered,” says Matt Madrigal, VP and GM of Merchant Shopping at Google. “It allows you to list your products for free across Google Search, YouTube, Maps and Image Search, in just a few clicks—even if you use a platform like Shopify.”

Merchant Center can also help a retailer more easily connect with local shoppers and measure and analyze how people are interacting with listings on Google.

“No one wants to live in a world where there’s only one place to buy things, which is why we’re working every day to help connect merchants with more shoppers,” Madrigal said.

In recent years, Google has rolled out a few major updates that have made it easier for merchants — especially small- and medium-sized merchants — to get discovered on Google for free thanks to free listings, integrations with third-party platforms and free insights and analytics tools. These are all accessed within the Merchant Center, a merchant’s one-stop-shop for managing their presence on Google.

Any merchant who has a Merchant Center account can list their products on Google, which means a small, local business can have their products show up right alongside the world’s biggest retailers to shoppers who are seeking them out.

“Before we rolled out free listings, merchants were required to pay for listings on Google Shopping,” Madrigal says. “Our goal is that this change will help level the playing field, remove barriers and ultimately support an open and free commerce ecosystem where any merchant can get discovered at no cost to them.”

Another way Google is supporting small- and midsized merchants is through expanded partnerships with Shopify, GoDaddy, WooCommerce and other platforms that make it easy for merchants on those platforms to list their products with Google in just a few clicks.

This means that in just a few simple steps, Shopify merchants can connect to Google one time and become discoverable across Google Search, Shopping, Image
Search and YouTube.

This is great for merchants for two primary reasons — people shop on Google more than a billion times a day, a point that underscores the opportunities for merchants on third-party platforms that now have access to an even bigger audience through Google; and there is a huge amount of intent across these surfaces, whether you’re watching an unboxing video on YouTube, image searching for furniture, or reading publisher reviews, people are shopping and looking for new ideas on what to buy.

MORE WAYS TO SELL

But while Google may have the lion’s share of business, there are plenty of other e-commerce options for retailers to look into.

For those who want to set something up quickly, Shopify is recommended. Square is for retailers who are selling evenly between in-person and online, while BigCommerce is for large-volume sellers.

Charles Wood, an e-commerce expert based in Los Angeles, notes new social media platforms are emerging with e-commerce functionality, including Instagram, Pinterest and Snapchat.

“Instagram has recently introduced a feature that allows users to purchase products directly from within the app,” he says. “Pinterest has a feature called ‘Buyable Pins’ that allows users to purchase products directly from pins containing images of the products. Snapchat has a feature called ‘Snap Store’ that allows users to purchase products directly from within the app.”

These can impact what retailers are already doing on these platforms. For example, retailers may need to start using Instagram or Pinterest if they are not currently doing so, and they may need to adjust their advertising strategies on AdWords in order to take into account the changes that are happening with Google’s shopping platforms.

Kate Zhang, founder of Kate Backdrop, an online retailer who has found success with these platforms, notes all three allow retailers to list their products and provide potential customers with a way to purchase them directly from the platform.

“These present both opportunities and challenges for retailers,” she says. “On the one hand, these platforms provide a new avenue for selling products and reaching potential customers. On the other hand, they also require retailers to be more strategic in their social media marketing, as they need to ensure that their products are being seen by people who are likely to purchase them.”

Lou Haverty, owner of Enhanced Leisure, a direct to consumer e-commerce family-owned small business, has found social media platforms to not nearly be as effective as Google shopping.

“The reason is primarily buying intent,” he says. “Social media traffic tends to be too cold to make purchases. I’ve found social media is most effective for bringing people into an email list and gradually warming them up for a purchase. In comparison, Google is very effective at sending you traffic which is highly targeted and ready to make a purchase.”

Whether Google or one of the others, it’s important to take advantage of e-commerce platforms to get ahead.

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