You might not recognize it as such, but one of the best marketing tools you have as a lighting retailer is the calendar. Yes, that 12-part guide to how we plan our lives cannot be altered. Think how it affects everyone's life - from when the mortgage and car loans must be paid to whether there is an open week for a family vacation. Retailing must also operate within the parameters of a datebook. If you use your calendar correctly, you can maximize many key opportunities and avoid costly mistakes. It provides savvy retailers with the ability to tabulate the showroom's performance, noting when the salesrnpeaks and valleys occur, plus how those periods impact profits or losses. It can also become a helpful gauge in improving the bottom line.
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