The Retailer's Guide to Cross-Channel Success
Merchandising Musings
By Andrea Syverson
About Andrea
Andrea Syverson is a customer-centric listener, connector and creator. As a right and left-brained creative marketing strategist with over 20 years experience, she holds customers in highest regard in all decision-making processes. By actively and intuitively listening to customers, she's created and developed best-selling products across a variety of categories, from gifts and stationery to books to gourmet food to apparel to spirituality, and many in between.
Her clients include large and small companies: Hallmark, Hershey Foods, Ben & Jerry’s, Celestial Seasonings, Wolferman’s and Boston Proper, just to name a few. While she holds an MBA, Andrea acknowledges that her true expertise comes from continuous hands-on customer experiences. Her new book, "BrandAbout: A Seriously Playful Playbook for Passionate Brand-Builders and Merchants," will be out in spring 2010. She's president of IER Partners, a national consulting firm specializing in strategic planning, brand marketing, merchandising, new product development and creative thinking.
Creating Positive Customer Experiences
The Value of Pouring It On
Jul 19, 2010What if you were able to use the energy of really caring? What if in the workplace you could consistently...
Return on Intelligence
What You Can Learn From the Way Old-School Retailers Do Business
Jul 19, 2010There's a lot to be learned from your old-school retailer. From trial and error, I've learned and hopefully taught the...
Merchandise as Kindling!
This summer, why not chat about the strength of your merchandise’s kindle factor and see if there aren’t ways you can turn up the inspiration intensity of your product offering?
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The Power of a Jolt!
Mindful merchants know that one of their main roles as brand builders is customer motivation. They know just when the power of a gentle nudge (via strategic cross-sells, meaningful upsells or properly placed point-of-purchase teasers) or a more forceful jolt (you must have this!) is necessary to prompt a sale. In today’s selling environment, with consumers more cautious than ever about their spending, merchants are required to use their motivational jolt skills more often.
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How to Create Intrigue for Your Products
To “live curious” as a merchant means to dig deeper, pay more attention to details and patiently sift through the mundane to find the remarkable. And sometimes it means making the mundane simply remarkable.
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Andrea Syverson's Merchandising Musings: How Gardener's Supply Co. Uses Merchandising Servant Leadership
Stop and ask yourself: Do your merchants think of themselves as servants? That is, do they come to work each day thinking about how they can create products that make your customers’ lives better in some way?
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Andrea Syverson's Merchandising Musings: Create Products That Gratify
Why not stop, take some time and create detailed hangtags for your top 10 products. Have your merchants prove why each of their products would gratify your customers. Whether you actually use these hangtags on the products is immaterial.
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