From: "tena santaularia" <tenak52@hotmail.com>
To: balloondeco@balloonhq.com
Subject: Re: Storefront Fedback Needed
Date: Fri, 16 Jun 2000 07:26:15 PDT

Hi Robin - well, here are some thoughts from a former retail store owner. i 
totally understand what you are saying about all that inventory that sits on 
the shelves. Not only does it tie up your money, but it takes time to 
organize, keep neat and clean, stock, etc. perhaps in a small store like 
that, you would be well to keep only the necessary items you need for tie 
ons to your balloon bouquets, such as fresh candy items, mugs, gift bags, 
plush, or whatever basic items you need for that. Then move your counter up 
to the front of the store so walk in orders can be quick and easy for your 
customers. Perhaps on the counter you could put one of the Qualatex 
flip-books with pictures of bouquets, or even enlarge some bouquet and decor 
photos and mount on foam core on the walls to inspire larger orders. (they 
need to see it to know you can do it) Perhaps a small round conference table 
behind the counter that is neat and clean would invite in-store 
consultations.
You could put up a partial wall to create a little workspace behind your 
front counter for the messy work that we all do. Of course you know it pays 
to always have samples of fun and different balloons on display, like double 
bubbles, blossoms, fish, etc. It seems they always sell when you have them 
on display. Now you can concentrate on using your space for work space for 
your larger orders and make it easy for customers to place a quick order. 
Another way to look at deliveries is that in a way, your customers are 
paying you to advertise your work. If the bouquets that go out are unique 
and fun and make folks go "wow... where did you get that!?..." then you are 
on the road to success. Perhaps you can raise the minimum on your 
deliveries, and keep away from the three balloons on a sandbag syndrome. 
(except for walk-ins and multiple orders) You may already be doing these 
things, but hope this helps. The store front is great, and makes it easy for 
the public to find you. Think of it from their perspective. They probably 
come in to you because they want balloons, not necessarily gifts, so give 
'em what they want, and make it work for you! Good Luck!  Tena Santaularia 
CBA/ Pioneer Balloon Field Service/Midwest territory



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