June '20

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A P P A R E L D E C O R A T I N G S T I T C H S O L U T I O N S | J E N N I F E R C O X 5 8 G R A P H I C S P R O J U N E 2 0 2 0 G R A P H I C S - P R O. C O M MOVE BEYOND THE BASICS TO GROW YOUR BUSINESS 5 STRATEGIES TO MOVE CUSTOMERS TO PURCHASE MORE I f your customers think of you as the T-shirt shop or the "place we get hats," it is time to change that. Somehow, you are creat- ing that impression. It could be because of how you talk about your business, how it looks when your customers walk in, or even the impression you create with your business cards or signage. I do not think of the grocery store as the milk-and-eggs place. Do you? I bet not. The retail food industry has spent boatloads of money researching grocery store buyer behavior. They know where we go when we enter the store, what we typically need, and then how to entice us to put other products into that shopping buggy as we wander the aisles. The industry of decorated apparel does not have that kind of research about how to influence buyer behavior, but that does not mean we should ignore the strategies and not apply them in our business as apparel decoration professionals. STRATEGY NO. 1 Stop "selling" T-shirts and caps. In our industry, there are prod- ucts that our customers order without us having to do much to sell them. These products are the equivalent of milk and eggs for the grocery store owner. They do not work hard to sell us the milk and eggs. There are no splashy signs about milk or eggs. There are no sales on milk or eggs. They just sit there in the refrigerated displays, confident that they will be purchased. In fact, in most stores, the milk and the eggs are not even near each other. They are on opposite ends of the refrigerated sections, making us take a longer path through the store. We have to go all the way to the back of the store to get these staples for a reason, crossing the entire store to get there. The grocery store owners have a high level of cer- Pati Robben of Robben's Nest Stitchery has ex- panded beyond left chest logos and other basic work to also cre- ate custom wool felt pennants.

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