Loyalty For All

It's been quieter than I'd like at the store this week. But respites between busy times allows us to accomplish other things that need doing, like cleaning, straightening and writing. Writing? Oh yes, I've been writing....not just this blog, but an actual article in a nationwide retail industry publication!

I joined Giftbeat, Inc., http://www.giftbeat.com, about a year before Scott and I bought WFS. Retail friends reading this, if you aren't a member, you should be. Not only a monthly publication, Giftbeat offers the best retail-specific message boards since....well, ever. Here you can trade ideas, talk about products and performance with store owners from every region of the U.S. and Canada. Over these few years, their editor-in-chief, Joyce Washnik, and I have become friendly. I value her as a source of inspiration, knowledge and am grateful for her friendship.

I mentioned to Joyce that I had an idea for a possible article. When I explained the concept to her, she liked it. Not only liked it, but asked me to write the article! Probably in shock, I agreed to do it. So in the time I had between running a retail store and the seemingly endless drives home, I wrote an article for Giftbeat about loyalty to our manufacturers representatives.

In the past couple of years, gift buyers have been going directly to the manufacturer to order merchandise instead of using the services of their local rep. Many buyers consider going direct less hassle. I'm afraid I'm guilty of it as well....there have been times I've just picked up the phone and spoke to the manufacturer directly to order. Pre-economic melt-down it used to be ok to do that, as long as you told the manufacturer to give credit to your rep. But the majority of manufacturers are not crediting the rep with the direct order anymore. As a result, we're reducing the showroom's, and hence, the rep's, income. No wonder the once-bustling L.A. Mart, where the biannual gift shows are held, looks like a ghost town.

In this time of economic turmoil, when the loyalty of our customers is of prime importance to us retailers, why aren't we extending the same courtesy to our manufacturers reps? They're mostly all small businesses, too.

The lion's share of credit for this article goes to my friend, Laurel Schaeffer, our rep from The Lynn Mitchell Group at the Mart. She and I talked about this problem and she was kind enough to give me her viewpoint. Kudos to her for imparting such wise advice.

The article will be out in December, if I remember correctly. I'll copy it here, if I'm able to. Have a fabulous week, my friends, and stay dry....do come visit us, though, there's always good times at WFS!

Lori & Scott