For you independents

摘要

The CNA 2001 Readership Survey of 400 stores reported that almost 80% of those surveyed read CNA for product and trend information. But amazingly, those same stores indicated that 47% of them did not hold classes at all. That statistic appalled me. How are they going to pass along all that valuable information acquired from CNA to their customers? Surely not one-on-one — a very slow and costly process. Classes are by far the best venue in which to give consumers enough product and technique knowledge to keep them coming back to your store again and again. New customers are not born, they are created. If you only pull in customers with a deep discount sale ad, they will only return when you offer a sale. Those are not the dollars you need to keep you profitable.