Video Marketing Benefits

Video Marketing Benefits

Video Marketing Benefits

There is an old saying, “To see is to believe.” Consumers are visual and everything from advertising to store set up is meant to entice people. One medium that has been around and is still changing is video. With internet videos going viral, it is important for businesses to be current with consumer trends.

There are five tips to help cross-channel retailers take full advantage of all the benefits a video has to offer.

1. Create your own videos. No one can describe a brand or products better than the company that sells them can. That’s why businesses that made their own videos saw more than 70% of the top converting videos. Did you know that Working Person’s Store has a YouTube channel? On it, we display various products and show their functions so that our customers can make more informed decisions.

2. Shorter videos sell better. As a general practice, any videos should be kept short. Videos with the most converting lasted 30 seconds or less. Some products require longer videos, but our YouTube channel videos average below 1 minute to give customers a great visual review. Continue Reading…

Opportunities With QR Codes

QR Codes

QR Codes and the Opportunity They Present

Have you ever been at the grocery store and seen a pixilated square about the size of a bar code on some item? Perhaps you’ve seen one in a magazine? These are known as QR codes, and they are popping up everywhere; even our Working Person’s Store printed catalogs which can be viewed online at WorkwearCatalog.com.

QR, or quick response codes, are great marketing opportunities. These codes can be scanned instantly with a smartphone and they link to a company’s website, contact information, contest giveaways, URLs, etc. They are becoming more prevalent due to their accessibility and intrigue for users.  Because of the increase in popularity of smartphones, this easy-to-use technology has found its place in today’s marketing strategies. For the person that is environmentally conscious, QR codes save paper and manual data entry costs.

As QR codes have become increasingly popular, questions of their staying power have arisen. The answers are complicated. Often, technology is touch and go. What is a hit today may be out of style tomorrow. Thus, marketers need to use QR codes for more stable things instead of dated promotions. A need must be established that dictates how these codes are best used.

A recent study by comScore, Inc. found that 14 million Americans scanned QR codes via smartphones in just one month. Clearly, a huge market can be reached through this medium. Interestingly, young to middle-aged, upper-income men used the codes most of any age range and income level. The study also noted that the codes were scanned most when found in magazines, newspapers, and on product packaging. Continue Reading…

Protecting Customer Privacy

Protecting Customer PrivacyProtecting Customer Privacy

Marketers are able to put messages in front of audiences like never before due in part to the growth of smartphone technology. Anything from daily deals, store locations, and weekly ads can be seen in real time. Many people are attached to their mobile devices, so it is akin to walking around with a billboard in their pocket. This can be an incredibly powerful way to market to a variety of customers.

One problem that stems from this high level of connectedness is the potential for lack of privacy, which a national survey of smartphone users confirmed as their number one fear. Consumers are right, even wise, in this concern; many companies have had legal woes for taking sensitive data without user permission or even consciousness. The Federal Trade Commission has filed and settled lawsuits against two app developers in the last six months alone for violating set privacy policies.  Working Person’s Store understands those concerns and has gone to great lengths to ensure our customers’ privacy is protected at all times. Continue Reading…

Company Character

“Character is like a tree and reputation like its shadow. The shadow is what we think of it; the tree is the real thing.”- Abraham Lincoln

There is nothing more important for a business than to have good character.  Working Person’s Store embodies this character and thus follows a good reputation. The fact that Working Person’s Store has this good reputation makes it among the our most valuable assets. Our reputation is staked on what customers think about how we do business and how our business character is assessed.

Do we compete fairly?  Do we run a smooth, clean operation?  Do we treat our employees well?  Do we bad-mouth competition or speak about them with respect? Continue Reading…

Six Tenets of the Big Box Discounter

Six Tenets of the Big Box Discounter

Working Person’s Store is in no means a big box discounter. However, we do endeavor to merge the prices and merchandising of larger companies with the quality and service of smaller companies to ensure the best possible outcome for our valued customers.

In the quest for lower prices and better merchandising, it is important to understand the six tenets the big box discounter adheres to.

1. An appeal to the lowest prices.
2. An excess of square footage.
3. A method of merchandising based on the concept “Pile it high, sell it cheap.”
4. The elimination of service.
5. The implementation of self-service shelving, techniques, etc.
6. An abundance of advertising with the primary message “Items sold below cost.”

Working Person’s Store works to compete with big box companies by keeping prices competitive, product selection better and back it with service and training. Through our frequent specials and coupons and easy online access, we present the best of both worlds.

Six Reasons for Customer Loyalty

Six Reasons for Customer Loyalty

We make our customers the focus of our business. We do research and strive to provide a number of services that benefit you so that you keep giving us the same loyalty we give you.

We have learned that there are at least six reasons that customers return time and again to shop at a specific store.

1. Fully stocked.
Having the right selection and not running out is of the utmost importance. Buyers will come back if they know a store has what they need. Continually being out of stock (especially for a destination store) means a loss of customers. We take pride in keeping our site not only stocked of favorite work footwear and clothing, but also stocked with a wide variety to fit many needs. Continue Reading…

Five Customer Categories

Working Person’s Store cares about customers and their attitudes toward shopping with us for their work footwear and clothing.

Market researchers have placed shoppers into five categories based on customer attitudes.

The first category is the Quality Shopper. This customer puts quality and fashion ahead of price. They comprise 10% of the market. These shoppers prefer a moderate degree of personal service, take pleasure in the shopping experience, and are usually only loyal to a few well-selected stores.  Working Person’s Store provides all of our shoppers with excellent quality.  For example, Chippewa Boots showcase work boots that are built with quality materials and workmanship.  Chippewa boots are a perfect choice for the Quality Shopper.

The second category is known as the Specialty Shopper. These shoppers are marked by their deep faithfulness to a store. Like Quality Shoppers, price is not as important to them as quality and fashion. They too prefer a reasonable level of personal service and make up 15% of the market. Continue Reading…

Managing To Customer Expectations

“Find out what customers want and give it to them.”

Remember when a retailer could compete through pricing or unique product?  Those days are long over.  Now, companies are faced with the challenge of finding creative ways to distinguish themselves from the competition. Perhaps offering a superior service would work, such as being able to know exactly what the customer wants and when they want it.

Customer value management thinking means that we at Working Person’s Store have worked so that we can keep everything current, including products, prices, processes, and services. While it may be considered a radical thought, it is our goal to understand what our customers want and to provide that for them by aligning our business based on their needs. That also involves earning customer feedback to provide the best experience for our customers.

The most important aspects of communication a business uses to convey its message to customers revolves around store location, store design, store layout, assortment, and, of course, its advertising.

In this process of bettering our business for customers, we have focused on seven (7) rules to achieve beneficial return on advertising expenditures:

1. Executing a sufficient ad budget
2. Targeting the market with extreme accuracy
3. Selecting proper media outlets (PPC, cable, TV, radio, etc.)
4. Supplying quality of advertising materials- branding
5. Advertising consistently
6. Combining imagination and innovation
7. Maintaining advertisement performance records to measure ROI

With these seven rules, Working Person’s Store is able to better concentrate on what our valued customers need and deliver a better experience that is leaps and bounds above the competition.

The Value Of Knowing Your Customers

Customers Pay Wages

“It is not the employer who pays the wages. Employers only handle the money. It is the customer who pays the wages.” – Henry Ford

At Working Person’s Store, we know that the foundation of our business is our customers. Since they are what keep us afloat, it is essential to understand them. Keying in on what they do, where they are, and behavioral shopping patterns is a necessity. Gone are the days of mass marketing, where everyone is lumped into one. Working Person’s Store identified seven sub markets that have been segmented and categorized. The key factors that shape a market include the following:

1. Age
2. Income level
3. Gender
4. Education level
5. Geographic location
6. Life style
7. Ethnicity

In the past, retailers were told to focus on consumers in general. With the market breakdown into seven subcategories, we are able to focus on the needs of specific customers within each group. When we look at the market now, no longer do we see consumers, those who are just a statistic and part of that one mass market. Instead, we see our customers and recognize them as unique personalities that fit into varying categories. As a result of this break-down, we can better aide customers to find what individually suits them and understand personal preferences and buying habits. For example, if you are a male in Texas that works outside, Double-H Boots: Crazyhorse Leather Western Work Boots 1600 are what you would need.

With all of these advances in how retailers identify with their customers, specialization will continue to increase. Partnered with that market adaptation, a company’s identity will also become more important than ever before. At Working Person’s Store, we understand that our customers “[pay] the wages.” Thus, we will continue to strive for market excellence to better our company for our valued customer base.

Holiday Shopper Types 2011

2011 Holiday Shoppers

Between November and December 2011, U.S. retail sales generated $469.1 billion in revenue, a 3.8% increase from 2010. According to the National Retail Association, holiday sales account for 19.4% of all retail sales. In light of these staggering figures, it is important that WorkingPerson.com takes sufficient time to plan for this retail season. Holiday sales are on the upswing and can account for 20-40% of an independent retailer’s sales. An estimated 40% of Americans begin this shopping behavior after Halloween.

Planning for this holiday shopping season requires WP.com defining the core customer types. They have been broken into four categories so that we can plan for excellent product delivery, pricing, promotions, and returns.

The first and most widely recognized holiday shoppers are known as the Bargain Hunters. These consumers are driven by price and are in search of the best deal available. While some have already begun shopping, bargain hunters have trained themselves to postpone it until annual events, such as Black Friday, arrive. They believe that by waiting for sales post-Thanksgiving and post-Christmas, they will find the best deals, and rightfully so due to advertising campaigns. At WorkingPerson.com, great discounts are offered on many of our products, including outerwear, something that is always a great gift for the holidays.

At WorkingPerson.com, we are especially cognizant of day-after sales and making sure to have enough product stocked. Our workwear section is full of discounts.  Checking for buying trends and current products is also a key, as well as price comparing with similar companies to win business. We want our customers to have the best bargains around.

The second type of shoppers are similar to the first in the sense that they are on the prowl for a bargain. These consumers are known as Door Busters. On Black Friday, these customers in search of a deal are encouraged to take advantage of door buster and limited-time offers by shopping at midnight. A poll taken by the National Retail Federation showed a jump from 15% to 24% of all shoppers on Black Friday who opted to shop at midnight. This is because more retailers are finding it to their advantage to get traffic at 12 A.M. as opposed to 4 A.M. In addition, 37% of these midnight Door Busters are between the ages of 18 and 34.

The third holiday buying group has shoppers known as the Returners. These are consumers once enchanted by holiday bargains who merrily bought more than was necessary. Perhaps they stocked up on marked down tablet computers, reduced clothing items, or holiday novelties early in the season. Soon after, though, many had regrets on their purchases and decided to return goods they had previously thought were great deals.

Elizabeth Yamada, 55, of Fort Lee, N.J., admits to being a returner lured by a 50% price reduction. She returned an coat that cost $175 saying, “It was nice… (but) it was impulsive shopping.”

This is occurring more often; according to NRF, for every dollar stores take in this holiday season, it is projected that they will have to give back 9.9 cents in returns, up .1 cent. The reason is listed as the economic recession. In more stable conditions, the rate is only 7 cents on the dollar. Because the number of deals has increased as early as October, stores gave shoppers more time to feel buyer’s remorse.

Buying workwear from WorkingPerson.com is something that won’t give that remorse. Our products are long-lasting and will keep you content for a long time. But if your Uncle Bernie doesn’t like something, we understand. That’s why we offer our customers free return on product exchanges.

The fourth and last type of holiday consumers are known as the “Me” shoppers. These spenders held off during the recession and became more focused on buying for themselves rather than others.   An NRF study shows that spending for self will increase 16% this holiday season to $130.43 per person, the highest number yet recorded.

Betty Thomas from Raleigh, N.C., confesses she spent $1,700 on herself because she felt she “earned it.”

Companies have promoted this indulgence with various ad campaigns, including Ann Taylor’s “One for you. One for her” slogan and another that had a “Treat Yourself Tuesday” campaign after Thanksgiving weekend. These promotions for the self-focused have brought more consumers to stores around the holidays than ever before.

Working Person’s Store understands that as a hard worker, the opportunities for spending on self may be few and far between. With all the great discounts we offer around the holidays, you are sure to find a little extra something for yourself, whether it’s a pair of new Wolverine work boots or a comfortable Dickies work shirt from our Workwear page.

No matter what type of shopper you are, Working Person’s Store has something for you and yours around the holidays.

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