Retailing Energy

I have spent the last four days working in Susan's store as it is being closed. I am amazed at the energy, employees and customers that has occurred. Everything in the store is marked down 50% and the parking lot has been full continuously for four days. My role has been "stock boy" and furniture delivery boy with help from Paul.

Each day the hours passed like minutes. Somehow the energy of others is contagious. I was rushing up and down stairs; directing employees; restocking shelves; re- merchandising items to eye level; asking Susan to price items; answering inquiries of customers; the list goes on and on.


I think human energy is transferable and multiplies. The excitement of customers looking for a "deal" can motivate employees... that motivation is felt by the customers and creates even more excitement in the shopping experience. The converse is also true - when the store is slow the employees get bored - time appears to drag on if not stop - the customers feel the lethargy and are not motivated to buy.

What we thought might take a month to close the store is likely to be complete in less than 7 business days - even the fixtures, the tissue. the bags and the boxes - literally everything will go.

I have several theories on the success of this store closing:

(1) The brand name is so good that viral marketing has created a "buzz".
(2) That pent up demand from a long recession of not buying was released when the Laurel House customers determined that the store would no longer be there - so buy now and save later since there would be no store of temptation available in the future.
(3) People returning to the store discovered so many items were already sold or missing (we did not require people who bought the fixtures (e.g. furniture/shelves) to wait until after the final day to pick up the furniture. Consequently there were SUV after SUV loading big ticket items outside the store front.
(4) After holiday sales (since some sales were diminished by snowy days)
(5) An immediate mark down to 50% (70% on Holiday goods) created momentum

It's easy to see why retailers get a "high"out of product sales and lose sight of the bottom-line. Thank goodness Susan has an accounting background as this will be one of the more profitable store closings on record.

Now that is what I call "good retailing energy" :)