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EDITOR’SNOTE

Keep ’em Coming Back!

M

arketing research shows that it’s much more expensive to acquire new customers than to retain current ones. In fact, according to a web article by the marketing firm Outbound Engine, it can cost five times more (bit.ly/Cust-Retention). The article adds that “one customer experience agency found loyal customers are 5x as likely to repurchase, 5x as likely to forgive, 4x as likely to refer, and 7x as likely to try a new offering.” With statistics like this, it’s worth taking the time and effort to create an effective customer retention program. Retail expert and consultant Flora Delaney addresses this topic in “Pull Off a Winning Loyalty Program” (pg. 36). She brings a wealth of experience to the table, providing insightful tips to help you keep your shoppers returning to your store.

CANDLES FOR ANY OCCASION Candles are a staple gift product. They’re ideal for a housewarming present or for almost any celebration or event, as they’re available in every imaginable color, shape, and style. See what we’re highlighting in “Candles & Scents to Fire Up Your Customers” (page 12). Because candles are such a common gift item, they could become the basis for a shopper loyalty program. After all, if you know your customers are going to buy candles fairly often, you’ll want to make sure they’re consistently buying your candles. STORIES TO INSPIRE There’s nothing more encouraging than success stories of everyday small business owners. They’re joyful reminders of the David and Goliath paradigm; you don’t have to be a Wall Street tycoon to achieve your dreams. Read the exciting accounts of retailer The Lazy Daisy (pg. 50) and wholesaler Second Nature By Hand (pg. 52). LAS VEGAS FIRST LOOK Check out the preview for the Las Vegas Market (July 28 to August 1) in “Las Vegas FIRST LOOK Summer Focus 2020 Vision” (pg. 44). You’ll find trend news and new highlights for the show. Get complete information at lasvegasmarket.com. TO YOUR SUCCESS! DAN BROWNELL, EDITOR

VOLUME 27, NUMBER 6

DIANA JONES President/Publisher, ext. 151 dianaj@jpmediallc.com

DAN BROWNELL Editor, ext. 154 danb@smart-retailer.com

MELISSA JONES Product Editor melissaj@jpmediallc.com

ANDREA GARBE Sales Account Executive, ext. 114 andreag@jpmediallc.com

JIM NEGEN Sales Account Executive, ext. 118 jimn@jpmediallc.com

ELIZABETH KROGWOLD Art Director

ROCKY LANDSVERK Editorial Director

CONTRIBUTORS: Flora Delaney Stephanie Finnegan Sarah Hoban Amy Meadows Jennifer Raines

SMART RETAILER P.O. Box 5000 Iola, WI 54945 Advertising Dept: (800) 331-0038 ext. 114

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6  Smart Retailer AUGUST/SEPTEMBER 2019

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Smart Retailer August/September 2019  

Smart Retailer August/September 2019