Zazzle has emerged as one of these innovative methods. Launched in 2005, this online marketplace leverages cutting-edge technology that enables entrepreneurs to reach more customers in ways that were never possible before. With National Small Business Week in mind, I spoke with four of these small business owners to learn more about their products, what inspired them to go into retail and their advice for aspiring entrepreneurs like them.

Company Name

caseable co-founders Marvin Amberg and Klaus Wegener

caseable

Hometown/Place of Business

Berlin and Brooklyn

Years in Retail

4 – we kicked off in 2010

Product/Merchandise

Customizable, hand-crafted cases for tech devices, from smartphones to iPads, laptops to eReaders. 

What inspired you to go into retail?

It all started when my business partner Klaus and I were pitching a different product in South America, and tried to find a way to customize a laptop sleeve for a meeting. We searched and searched and couldn’t find anyone doing this. As we were very aware of the trend for mass customization we quickly realized we had found a niche. That’s where our inspiration started, and we soon saw great potential in personalized phone and tablet cases too.

What’s one piece of advice you’d give to aspiring small business owners?

Good things take time. Don’t expect any overnight success. Far more important is to make sure you enjoy what you are doing and be good at it. Everything else will come by itself.

How would you describe your business’s role in your community?

We’re based in Berlin and Brooklyn – incredible and dynamic cities that are at the forefront of culture, art, and design. We try to make the most of working and living here by finding inspiration in street art and the lifestyle of the cities’ people. In the end, both cities are a huge part of our company and brand. They form our identity and define who we are.

Why Zazzle?

We have worked with Zazzle for about three years now. It has been a great relationship from the very beginning, and we are proud to work with the world’s leading platform for custom products. They are always a step ahead, especially when it comes to building the technology around the creation experience.

Company Name

Rickshaw Bagworks Founder and CEO Mark Dwight

Rickshaw Bagworks, Inc.

Hometown/Place of Business

San Francisco, CA

Years in Retail

6

Product/Merchandise

Custom messenger bags, backpacks, computer briefcases, tote bags and laptop/tablet sleeves.

What inspired you to go into retail?

We love the direct engagement with our customers at our factory store, and showing-off our sewing factory.

What’s one piece of advice you’d give to aspiring small business owners?

Starting a business always takes more time, effort and money than you expect — so pursue your passion, and make sure you have more money set aside than you think you’ll need.

How would you describe your business’s role in your community?

We are one of the most vocal and active proponents of local manufacturing and local commerce.

Why Zazzle?

Zazzle shared of love of local manufacturing, and provided us with an additional means of customization for our products, and access to a new group of potential customers. It has been a great partnership.

Company Name

Daniel Cytrynowicz, Principal, Lamp-In-A-Box

Lamp-In-A-Box    

Hometown/Place of Business

Los Angeles, CA

Years in Retail

15 years

Product/Merchandise

(Relevant) lamps with high-res printed shades inside a very cool practical box. We also have new (patented) lamps named LAMPABLES, which will forever change the way people perceive lamps. Think of “the Swatch of lamps” or “shaving blades model.” We’re also launching a super cool iPhone app named LAMP-A-GRAM – already available in the iTunes Store.

What inspired you to go into retail?

I love manufacturing (no, they haven’t found a cure for that yet) and I wanted to be associated with a product I feel passionate about. Lamps (light) have a very cool vibe about it and no one is addressing the teenage and young adult lamp market or making lamps that are “democratic” (affordable) and relevant. Would you like to inherit your parent’s lamps?

What’s one piece of advice you’d give to aspiring small business owners?

Choose something you feel passionate about. You’re more likely to be successful and even if success eludes you for a while, the 8-12 hour days will be a lot easier to endure.

How would you describe your business’s role in your community?

We manufacture the shades in Los Angeles and even our packaging is made by a local company. We interact with several small businesses in the area – Los Angeles is the Mecca of resourcefulness and we also participate in some school projects from time to time.

Why Zazzle?

Zazzle is a GREAT fit for our lamps. Ultimately, everyone should have his or her own custom lamp to fit their crazy ideas and aesthetics. Zazzle accomplishes that to the nth degree. Also, everyone I deal with (with one exception) has been absolutely a pleasure to deal with. I would like to hang out with a couple Zazzle employees.

Company Name

May28th Founder & Creative Director Agni Tilla

May28th

Hometown/Place of Business:

Based in Toronto, but traveling around the world!

Years in Retail:

4 years (founded in February 2010)

Product/Merchandise:

Watches

What inspired you to go into retail?

The inspiration to go into retail was prompted by the support and encouragement given by our first customers. With their positive feedback and drive to keep doing this better, we kept creating new designs and have been growing the brand since then.

What’s one piece of advice you’d give to aspiring small business owners?

Don’t be afraid to say no. There are many amazing opportunities out there but they’ve got to feel right when it happens. Always follow your instincts and you will be happier in the end.

How would you describe your business’s role in your community?

We at May28th put a lot of thought into our designs to always capture the spirit of life and positive attitudes by using fun and colorful patterns. And we do all this at an affordable price point. Our custom watches now help people capture memories and turn them into accessories. We’re excited and humbled to be part of someone’s life that way.

Why Zazzle?

Zazzle is one of the leading companies in the customization business with a great designer network as well. As the new kid on the customization block, we felt that we are able to grow and learn with Zazzle at a much faster pace. It has been a very rewarding partnership and we look forward to going further with them.

Numbers like these are important to quantify the impact of small retail. But as we’ve learned time and again, stories from Main Street are just as – if not more – important to telling the full story. If you ask any business owner, they’ll tell you that it takes long hours, hard work and dedication to make their business successful.  And that’s just what we did.

Here’s what five small retailers had to say about what it means to be the heart of America’s small businesses. Follow along and share your stories on Twitter using #SBW2014.

“We consider customer service in our business the number one priority, before, during and after the sale.”
Debbie Schaeffer, Owner & President, Mrs. G TV & Appliances & Sleep Center

“Retail is the heart of all communities.”
Brion Torgerson, CEO, Torgerson’s LLC

“I think when people walk into a retail store they think that everything they see is right there. They don’t understand the heart and soul that goes into running a retail store [by] an independent retailer on Main Street.”
Michelle Ahlmer, Executive Director, Arizona Retailers Association

“We small business owners tend to be doing everything. We’re the marketing people and we’re the HR people.”
Erin Calvo-Bacci, Owner, Bacci Chocolate Design

“I think retail is very important to communities, large or small communities, because of how it brings people together.”
Stephanie Nied Tseu, Government Affairs, Sleep Train Mattress Center, Inc.

]]> http://blog.nrf.com/2014/05/12/in-their-own-words-why-retail-is-the-face-of-main-street/feed/ 0 http://blog.nrf.com/2014/04/24/retails-impact-on-careers-community-and-innovation-in-north-carolina/ http://blog.nrf.com/2014/04/24/retails-impact-on-careers-community-and-innovation-in-north-carolina/#comments Thu, 24 Apr 2014 17:30:22 +0000 http://blog.nrf.com/?p=21156 In case you haven’t heard, NRF’s This is Retail campaign is taking a road trip across America. With state retail associations as our guide, we’ll be making stops in Ohio, South Dakota, Washington State and California to capture the industry’s best stories about what it’s like to work in retail, impact communities, and drive the best in customer experience.

Our first stop is North Carolina, where today, NRF President and CEO Matthew Shay, along with North Carolina Retail Merchants Association President and General Counsel Andy Ellen, will reveal the first video compilation of our time spent in the state. North Carolina is an important arena for the retail industry for a few reasons. First, the retail industry is the largest private employer in the state, second only to state government. Additionally, more than 60 retail brands have headquarters or distribution centers across the state and 30 of North Carolina’s top employers are retailers.

As part of our time in the state, I talked with Tim Belk, chairman and CEO of Belk, about what North Carolina has meant to the brand. Belk has been a fixture in the state since 1888, growing from one store to 300 across the South – and nothing is more important to the company than their core values and giving back to the community that helped them start their business.

Belk noted, “Being involved in our communities – it’s one of our six core values. It started with my grandfather and its part of our DNA today. My grandfather believed that if you get involved in a community and help it grow, then your business will benefit in the process.”

As a flagship brand for retail in North Carolina, Tim Belk helped us introduce our first Retail Across America series. Watch the intro below, or view the full series at thisisretail.org/northcarolina.

Walmart Chairman and Former CEO Michael Duke recently gave an update on the company’s green initiative. Duke noted that since establishing the benchmark, 80 percent of what used to go to the landfill from U.S. Walmart and Sam’s Clubs now goes toward recyclable efforts. More stats, like Walmart becoming the largest on-site green power generator in the United States, can be found in their 2013 Global Responsibility Report.

Ikea just announced plans to build a wind farm in Illinois. The project is expected to produce 65 percent more electricity than its U.S. operations consume. It’s all part of their master plan to use 100 percent clean energy by 2020. “It’s about taking care of the environment and living within our means,’’ said Rob Olson, chief financial officer of Ikea U.S.

REI recently retrofit their data center to pare down the amount of electricity they were using. The project was a huge success: The upgrade resulted in a 93 percent reduction in the amount of energy required for cooling, earning the effort the regional “Project of the Year” in 2013 by the Association of Energy Engineers.

Gap, Inc. has dubbed April “Earth Month” to shine a light on its environmental and conservation initiatives. What you may not know is that for the past 20 years, Gap has donated all kinds of recyclables to Materials for the Arts – resulting in 29,814 pounds of materials being diverted from landfills in the last three years alone. Now that’s a creative way to protect the environment.

Macy’s employees have given back to their communities in a big way, donating more than 125,000 of their personal time for community service. It’s a habit rooted in the company culture. According to their 2013 Social Responsibility Report, contributions to non-profit organizations — including employee contributions through workplace giving campaigns and customer contributions through signature giving programs — totaled more than $70 million in 2012.

These are just a handful of ways retailers are showing that retail is more than shopping – it’s also about supporting the communities they serve. How do you celebrate Earth Day every day? Let us know in the comments.

Generating excitement about retail careers. When we announced the launch of the campaign at last year’s Global Retailing Conference, Xandria Leopold, a retail consumer sciences student at the University of Arizona, shared with the Arizona Daily Star that she was excited about the campaign because, “it makes me proud of retail.”

Retailers on Capitol Hill during NRF’s 2013 Washington Leadership Conference

Impacting Capitol Hill perceptions of the industry. In May of last year, our annual fly-in offered our members a chance to tell lawmakers what retail meant to them and the results were pretty powerful.

Showcasing retail’s impact on communities. As thousands of retail loss prevention employees gathered for our yearly conference last June, we asked them to share stories of how their companies and teams support the communities they serve. The responses were so overwhelming that NRF even donated $1,000 to support “Strokes for Strokes.”  At the same time, I had the opportunity to talk with Boston Police Department Night Commander William Gross about the immediate assistance area retailers provided in the wake of the Boston Marathon tragedy. His story was awe-inspiring.

Explaining the full impact of policy decisions on Main Street. In October, Congress decided it was time to take a break from work.  Our members were able to use This is Retail to share their thoughts on the real effect the government shutdown had back home. As Andrew Brewer, owner of Onion River Sports in Montpelier, Vt., pointed out, “When you’re far enough removed from real life, from what’s really happening on Main Street America and you’re trying to solve these huge problems, you forget the real effect it has on people.”

Uncovering stories from brands large and small. Take a look behind the scenes at some who have helped reveal some of the more “invisible” jobs in retail – ones those outside the industry might never know existed.   

Take Action

The fact is, patents touch nearly every aspect of retail operations. But patent trolls have built a business on suing retailers for things the troll didn’t invent and the retailer is using legitimately. Here are a few areas where patent trolls have taken Main Street businesses to court:

1)      Wi-Fi. One of the earliest cases involved small businesses who were sued for using patented Wi-Fi routers in their stores.

2)      Payments. BrandsMart Executive Vice President Lary Sinewitz testified before the House Judiciary Committee in November that his business was targeted for using technology that enables debit cards and gift cards to process information from the magnetic stripe on the back of the card.

3)      Smartphone apps. More than 40 online retailers were sued or threatened by a California company that claimed to hold a patent on the technology that enabled them to link to privacy policies posted on their website.

4)      Online shopping cart. A software company accused Newegg and a number of other retailers of infringement of patents on online shopping carts. Thankfully, a federal appeals court ruled in favor of Newegg and the U.S. Supreme Court let the ruling stand.

5)      Scan-to-email. Appropriately named “scanner trolls,” a troll company filed claims demanding that small businesses pay $1,000 per worker who attached scanned documents to email. And these lawsuits haven’t gone away.

If you’re like most retailers, you’ve probably realized that your business uses these common technologies. Fortunately, Congress has shown a willingness to protect retailers and other businesses from vague, frivolous patent claims like these. But trolls and their supporters have been very active in this fight, arguing for measures that won’t effectively alleviate the problem

Retailers – and all innovators – need protection through a provision like a “customer stay” that would put a patent troll’s lawsuit against a business owner on hold if there is a pending suit against the manufacturer from whom the business owner got the technology. In order to stop patent trolls in their tracks, you have to contact your Senators today.

We asked a few of our LP Advisory Council members to weigh in on what their top priorities are for 2014. Three different retailers, three different answers. But in our unofficial small survey, we found one common theme — people.

Roundtable of retail loss prevention professionals at the 2013 Loss Prevention Conference & EXPO.

Steve Ippolito, director of loss prevention, Talbots

Our top priority is two-fold. Reducing shrink is always a priority, but the No. 1 priority in our company is always the safety of our associates and customers, so we’re focusing efforts on making sure all of our LP programs address how to keep people safe in the world we live in today. We’ve put a complete policy in place about how to handle what we call an “active incident,” not just an active shooter, and that will continue to evolve this year.

Joan Manson, vice president of loss prevention, payroll, benefits and legal, The Container Store

It’s hard to state just one, but among our top priorities is ongoing employee education and awareness given our employees’ integral role in helping us meet all of our loss prevention goals. We’re updating our employee training program to support our stores and ensure they have the tools they need to assist us in preventing losses. Part of that is developing additional exception reports for our store management teams. This will help increase awareness for store managers and ensure they’re well-trained on point of sale and our ongoing compliance efforts. We also want to continue to invest in our new and existing stores to ensure they have the very best digital recording technology.

Charles Delgado, vice president of asset protection, Meijer

As we move through 2014, we’re squarely focused on reducing shrink and increasing profitability. Shrink, whether operational or transactional, undermines sales, so creating a formidable culture of shrink awareness is a top priority.We’ll do this by leveraging technology, along with training and development. Internet protocol video, enhanced analytics and exception-based reporting will quickly identify patterns of loss and enable our team to target problematic activity efficientl­­­y. Training and development will fuel our team for current and future productivity to support the organization and address the fluid patterns and trends of theft, fraud and overall shrink.

How do your team’s priorities compare to this sampling? We’d love to hear what your goals are for 2014, so we’re continuing the conversation in our Retail Loss Prevention Professionals Group on LinkedIn. Log in to join the conversation and connect with some of your retail LP peers before the conference, June 11-13 in Fort Lauderdale.

Nordstrom Vice President of Customer Experience Fanya Chandler

In conjunction with the release of our This is Retail behind-the-scenes look at Nordstrom’s Customer Experience Center, we asked Fanya Chandler, vice president of customer experience, a few questions about what she’s learned from recent initiatives, what success looks like as they try new concepts, and what her team will be dreaming up next.

Tell us about your career in retail. How did you clinch the title of Nordstrom’s customer experience guru?

I wouldn’t call myself a guru. I would call myself fortunate to have spent the last 22 years in roles — from selling to managing stores to supporting our Personal Stylist program – that allowed me to be close to our customers and reinforce the importance of staying connected to how they define service.

What’s the most surprising thing you’ve learned about customer preferences and behavior through your time at the Customer Experience Center?

More important than any surprises is the invaluable feedback we get when we bring our customers and salespeople through the CEC. Every time they weigh in on a new concept, it reminds us how much customers expect to be able to shop on their own terms, and how differently each of them defines service.

2013 scholarship recipients, clockwise from top left: Stephanie Brovender, Jonathon Wolheim, Daniel White, Christine Liberto

These talented and passionate retail employees from ANN Inc., Apple, Walmart and The Container Store were among the first to receive Dream BIG scholarships and are taking classes in business, project management, human resources, marketing and finance as they pursue bachelor’s and master’s degrees.

Stephanie Brovender is a senior manager of talent resources at ANN Inc. who’s studying business management. She’s finding that she’s already applying classroom ideas to her everyday work life. “I learned a ton about management style and hiring the right talent. As a new, first-time manager, I was able to apply much of what I learned to managing my new team,” Brovender says. Her advice to future Dream BIG scholars? “Go for it! It’s easy to work it into any schedule and you’ll really enjoy the classes.”

Apple Manager Jonathon Wolheim is working toward a B.S. in Global Leadership. “It’s great to be gaining a deeper perspective on the basis for the numbers that are used to gauge success. This greater awareness has led to higher levels of inspiration and engagement in conversations with my team,” Wolheim says. “Dream BIG is a truly amazing opportunity that doesn’t come along often, and one that stands to make a profoundly positive impact on your life.”

Walmart Pharmacist Christine Liberto is studying for an MBA that will help her combine retail and customer service skills with management and business strategy. “Balancing career and attending school can be very challenging but if you stay motivated and are willing to put in the time and effort it is definitely worthwhile,” Liberto says. “My favorite course so far taught me that taking a positive approach will bring positive change.”

Daniel White, store manager for visual sales at The Container Store, is pursuing an MBA in Marketing. “My organizational leadership class included a 360-degree assessment with feedback from our friends and colleagues. I have had 40 people respond and the comments have been enlightening,” White says. Even the scholarship application process was an opportunity for self-appraisal. “Applying for Dream BIG allowed me to really evaluate what I wanted out of my career and where to focus my energy. The essays gave me time to reflect on how I arrived and who I admire.”

Hear more from last year’s recipients in this video. We’ll award 20 scholarships this year, and all retail employees – in any full-time or part-time position – are eligible. Learn more and make plans to submit your own application by April 8.

We reached out to Macy’s recruiting team to find out. Here are eight ways to make a meaningful “virtual” connection with  recruiters:

Macy’s Manager of College Relations Dara Silverglate at Retail’s BIG Show Student Program

1. Introduce yourself. At our upcoming Virtual Career Fair, candidates will have eight minutes to chat with a recruiter, so each minute is valuable. Taking the initiative to start the conversation is a great way to get a recruiter’s attention.
2. Have your elevator pitch ready. You’ve got 30 seconds to sell yourself in order to land the job of your dreams – what do you say? Start by telling the recruiter who you are, what you do, and exactly why you’re the candidate they should hire. A well-delivered elevator pitch could turn into an elevator ride to your dream job.
3. Plan questions to ask ahead of time. Asking questions is a clear indication of interest. A common mistake job seekers make – both virtually and “in real life” – is not taking the opportunity to ask a potential employer questions about their company and specific roles.
4. Share your skills and interests. Do you have strong math skills? Are you interested in digital retail and e-commerce? Would you like to build your leadership skills? Tell the recruiter! Sharing your strengths and opportunities to grow will allow the recruiter to determine which role in their company is the best fit for you.
5. Research, research, research. Go beyond a company’s corporate website to learn more about a prospective employer. Many retailers – including Macy’s – share career information and advice via their Facebook, Twitter and LinkedIn accounts. The more you know about an employer and the career opportunities they offer, the better.
6. Be passionate, positive and enthusiastic. While you don’t have to end every sentence with an exclamation point, genuinely expressing to a recruiter how excited you are about the chance to connect will go a long way.
7. Keep it professional. Written communication says a lot about your professionalism and experience. Casual abbreviations like LOL, smiley faces and emoticons could be a #dealbreaker.
8. Follow up after the event or interaction. Even if it’s as simple as a “thank you,” say something to seal the deal, and let the recruiter know you valued the opportunity to speak with them. Are you on LinkedIn? Share your contact details and stay connected.

Overall, the best way to successfully connect with a recruiter is to adequately communicate who you are and why you’re the perfect match for a particular company. And, don’t forget to take advantage of virtual interactions by writing out your introduction, elevator pitch and questions in advance.

Want to know if these tips will work? Test them out on April 2 at NRF’s second Virtual Career Fair. A dozen top retailers – Bridgestone, Gordmans, H-E-B, HSN, IKEA, J. C. Penney, Kmart, Macy’s, Neiman Marcus, Nordstrom, Total Wine & More and Walgreens – have signed on to chat with job seekers and hire for summer internships and entry-level positions. Registration is free and open to any student or young professional across the country.