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| About Seth Godin |
| Seth Godin is a bestselling author, entrepreneur and agent of change. Godin is author of six books that have been bestsellers around the world and changed the way people think about marketing, change and work. Permission Marketing was an Amazon.com Top 100 bestseller for a year, a Fortune Best Business Book and it spent four months on the Business Week bestseller list. It also appeared on the New York Times business book bestseller list. |
Recent Article:
Reorganizing for profit
- For more on Seth Godin visit www.sethgodin.com
Here's what most retailers do:
They organize by brand/designer or label
Within that, they organize by type of item
and within that, by style
and finally, by size
So, all the Armani blue suits are next to each other, then by size.
So, all the boxer shorts at the Gap are on a wall, organized by style first (checks over here, stripes over there,) then by size.
So, all the power tools at Home Depot are together, sometimes by brand, sometimes by function (saw) and then by type of material to be cut (wood).
This is dumb, and the web makes it obvious why it's dumb. It's dumb because it makes it easier for the clerk, not for the customer. And dumb because it plays to the label's ego, not to ours.
Does anyone say, "okay, even though my son wears size large boxers, these striped ones are really nice, I'll buy the small instead." Of course not.
So why not put all the large boxers right next to each other, regardless of designer and style?
When you go to Home Depot to get what you need to build something out of wood, why don't you find the glue and the wood saws and the screwdrivers and the screws all together in a section called, "working with wood"?
It's pretty simple: if you want to sell belts and socks and even shoes, you need to sell a suit first. Make it easy to add on, and people will do it, quite happily.
Reorganizing for profit - To learn more about this author, visit Seth Godin's Website.
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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