Small town retailers are making a big impact on their community, and Kaufman’s shop is no exception. She’s been able to create a comfortable, homey place where her community can escape, and the incredible wine selection for a town of just a few thousand gives her customers the chance to discover something new with every visit.

Although Market Alley Wines has only been open for a year, Kaufman, the third place winner of NRF’s This is Retail Contest, dished out the details of her journey in an interview with NRF’s STORES Media. She also shared a few thoughts with us about how her retail journey began, where she finds inspiration, and the hiring challenges of a specialty wine shop.

Market Alley Wines’ Susan Kaufman in her small-town shop

You’ve got a unique story on how your business got off the ground. What’s the short version?

Wine has always been a passion of mine and it grew in importance when I was fortunate enough to spend a summer in France. But I never thought there was a career, much less a job in it. But as I started thinking about starting my own business, my thoughts kept returning to wine. Then I was able to see the retail sales numbers for our community, and it was like a light bulb going off — there were enough wine buyers in our community to support a business, and no one had ever done it before in Monmouth. It was like the pieces of a jigsaw puzzle falling into place.

From where do you draw inspiration?

There are so many great, local retailers that I drew inspiration on when opening my shop. But I think I was most inspired by Tanna Dang, the first place “This is Retail” winner from Eden in Love, who has helped chart the course of where we are headed. Tanna commits herself and her store to giving back to her community.

I am following in her path and am putting together a similar program. Each month, our shop will partner with a local service agency, cross-promote and then donate a percentage of sales to that organization. Although my initial percentages will be small, my hope is that other businesses with latch on to this idea and together, we can all make a huge difference in our community.

What’s the best career advice you’ve ever received?

“Don’t drink the profits!” It would be easy to do for someone who loves wine and owns a great wine store.

What is your biggest hiring challenge?

I have three part-time employees (up from only me)! Business has picked up considerably where I need at least two people and more on busy nights and holidays. I have a wonderful woman who works part-time for me … She has the strongest work ethic and is dedicated to customer service. She really makes me proud.

The challenging part, though, is finding someone who actually knows my product, wine. I have yet to find anyone who can bring hard work and knowledge to the job.

Read more about Susan Kaufman and how she transformed her business into the local watering hole for her community in the full STORES interview.

Did you aspire to a retail career from the beginning? Was visual merchandising a focus of your college studies?

Chuck Luckenbill, VP of Visual Merchandising at OfficeMax

I studied fine arts in college and loved every minute of it. I was taking courses in sculpture, painting and photography. I did not aspire to a career in retail, but I joined Dayton’s [Minneapolis] for a two-week stay and got bitten by the retail bug. And wow, time flies when you’re having fun.

Your first retail job, at Dayton-Hudson, lasted 16 years — that’s a long time by today’s standards. How did that experience shape the rest of your career? What do you like most about working in retail?

My first job there was in windows, but I had the opportunity to be promoted every two to three years. So each time I was learning more and gaining more responsibility. That coming-up experience taught me to continually look around me for ideas and influences, to surround myself with talented individuals and share my knowledge. I also learned you should do what’s good for the soul once in a while.

At Dayton’s, I recognized the foundation for success. It’s learning and believing in the value of the people you work with and work for. If you don’t believe in their value, I don’t know how you’re going to be successful.

What characteristics do you think are important in the retail industry, and visual merchandising in particular? What advice would you offer others who are interested in a visual merchandising career?

I’ve found it’s important to have people skills, flexibility and commitment, but most important is being able to interpret an idea and turn it into a tangible thing. My advice is to seek out a mentor early on, keep an open mind and trust your instincts. But most of all, exercise your passion.

Did you have mentors early on who guided you in the right direction?

I did. At Dayton’s it was Andrew Markopoulos [former senior vice president of visual merchandising and design for the department store division of Dayton Hudson Corp.], who taught me good taste vs. bad taste. He was a very demanding boss. He really influenced my career and I learned a lot from Andy, but he wasn’t the only one. [In 2001, Luckenbill, then vice president of visual merchandising for Kohl’s Corp., was named as the seventh recipient of the highly coveted Markopoulos Award, an industry honor named for the late visual merchandising vice president.]

Another big influence was Sam Chernoff, a vendor who took an interest in my career and gave me advice. He wouldn’t let me throw caution to the wind, even though sometimes I did. Another mentor, Wayne Sullivan, who represented a number of mannequin companies, became a friend of mine early in my career. He was not only an industry friend, but a personal friend who was able to give me both personal and career advice. You need to understand [at that time] I had two fantastic parents who didn’t understand what I did for a living.

With more than 500 connections, your LinkedIn profile is pretty impressive. Do you have any tips for retail job seekers trying to connect with people and/or companies on social media websites? How can they use this connection to their advantage?

I wasn’t looking for that to happen, but over time those connections were made … there are lots of people out there with 500 connects. Personally, I like to read the blogs associated with LinkedIn, so I use it more as a learning tool to see what the retail world is up to. It offers how and what people are thinking.

I’m not sure social media sites are a great job source. I think you need to look at it from the company’s perspective: How do they wade through thousands of resumes and get the cream to come to the top? Think about the multiplier effect — there could be millions of people on that site and thousands of people looking for that job.

Once you’ve identified the job or company, the next step is to do whatever it takes to get an introduction and a foot in the door. Use LinkedIn as well as the company’s website. Send an e-mail, mail a letter and try to connect with a real person. Be the squeaky wheel, but be courteous. Call the company early in the morning — before 9 a.m. Most retail executives, including HR, are in their offices between 8:00 a.m. and 8:30 a.m., and sometimes they’ll pick up their own phones. I got the job at Carson’s using that strategy. I got the lead from a vendor and the next morning I called. This was before the Internet, but I think my advice still applies. I also believe word-of-mouth networking remains as powerful as the Internet.

I have more personal experience in this area as a dad. When I’m helping my kids, who are adults now, I keep reminding them it’s about the relationship. About a year and a half ago, my daughter was online every night applying for jobs. And I said, “Okay, think about it. How many people are on that site looking at that job and applying for that job?”

My son Evan is now manager of operations at Nike’s Beaverton, Ore., employee store. He started out there in visual as a department manager and I’m really proud of what he’s accomplished. Of course, I’m proud of all three of my kids. Evan and I talk regularly about the challenges and opportunities retailing offers. As everyone knows, it’s a hard business to be in, because like anything it requires a commitment and the idea that you should do whatever it takes to get the job done and to do your best work. But if you like what you’re doing, it’s a great business. If you don’t like what you’re doing, get out and find something else.

Read more about Chuck Luckenbill, including more about his thoughts on visual merchandising, in the full NRF STORES interview.

NRF information:

• We already knew who the Top 100 retailers in the country were, with Walmart taking that crown with ease each year; however, in August we learned who the Hot 100, or fastest growing, retailers are. Ascena Retail Group — better known by its brands Dress Barn, maurices and Justice — found itself at the top of this year’s list. Additionally, Amazon, with its unique approach to customer-centricity and personalization, came in at #2.
• As of this past week, most kids went kicking and screaming back to their classrooms. NRF released our back-to-school survey in July but that was only the beginning of the back-to school season. This month, not only did we release our survey update, but our most popular blog post detailed our top 10 back-to-school trends for the year.
• Smile, Wall Street: The economy may be beginning to show signs of life and the retail industry continues to surge, posting yet another month of increased retail sales. “In a week of stock market volatility, retail continues to be a steadying force in the economic recovery,” said NRF President and CEO Matthew Shay. “Consumers are showing that they still have spending power, and with a renewed focus on job creation we are optimistic this recovery can still get back on track.”
• If you check our blog often, you were treated to shocking surveillance video of a criminal flash mob at a Washington, D.C.-area 7-eleven. The video shows 25-35 young people rush the store, grabbing candy, sodas and other items from shelves and then walk out without paying –many smiling and laughing. In response to the rise in popularity of this type of retail theft, NRF compiled guidelines and protocols of more than 100 retail companies to help businesses better understand how to respond.
• We’re only two weeks away from the upcoming Shop.org Annual Summit in Boston, MA and the anticipation is killing us. Apparently it’s killing you too, because our Shop.org Summit pages have been blowing up. Featuring huge keynote speakers from inside and outside the digital retail industry – like Mick McCormick, Bill Bass and Ray Kurzweil – it’s no wonder people are interested. We hope to see you there!

Top blog posts from Retail’s BIG Blog and Shop.org Blog:

• Top 10 back-to-school trends for 2011
• NRF issues guidelines for retailers in handling “criminal flash mobs”
• STORES Hot 100 Retailers listing demonstrates it’s all about the customer
• Talking with…Charming Shoppes Direct President Bill Bass
• 10 must-have components for digital retail this holiday season

Top retail news stories in NRF SmartBrief:

• STORES Hot 100 Retailers list includes Ascena Retail Group, Amazon
• How Nordstrom built a legacy based on customer service
• Whole Foods prepares to open more Wellness Clubs
• Walgreens to start selling health insurance plans
• Sears taps new CMO with online expertise

This summer, through fun, quirky personalities and creative reminders about the services, low prices and value they offer on school fashions, necessities and electronics, retailers large and small struck a chord with their back-to-school and college advertising campaigns. As part of NRF’s back-to-school shopping update, released earlier this week, NRF and BIGresearch asked families their opinions on which retailers had the best television commercial and website. According to the survey, families were really paying attention. View the complete survey here.

Walmart and Target take the top spots again (the third year in a row) for best website and commercial for both school and college shoppers. Walmart wins big with this fun approach to their “ad match” campaign, where they offer to match any competing price.

Target uses a second grade teacher with a ton of spunk to remind parents about all the things their children need for school (talk about a checklist!) and that they can save money by shopping with them – a common theme seen throughout the recession.

Another play on the lighter side of school shopping, one of Staples‘ back-to-school television commercials had me in stitches. I love the simplicity of this father celebrating that it’s “the most wonderful time of the year” while his children follow him around the store frowning (so true.)  And consumers agree – both school and college shoppers ranked Staples high on their list of best TV commercials.

Other survey findings include:

• For the school and college shoppers, JCPenney, Kmart and Kohl’s also won big with consumers for their commercials; Old Navy jumped quite a bit in popularity among the K-12th grade shoppers (I imagine many parents agree with this funny take on mom pushing her kids out the door for school…in July!)
• College shoppers, known for their love of all things electronic, said Best Buy‘s commercials were winners in their book. One of the company’s commercials features a member of their Geek Squad joining a student as he attends class, walks around campus and even puts on a presentation, a nod to their 24/7 support;
• A few retailers made the list for the first time in the survey’s three-year history for having the best back-to-school commercial: Macy’s, Best Buy and Meijer. In its ad, Meijer takes the comical approach, reminding parents that school supplies don’t have to be expensive, especially since their children probably won’t react like they may when receiving birthday gifts. Also,  Ross made the back-to-college list for the first time, attracting the penny-pinching, budget-focused and stylish college shopper looking for apparel and dorm furnishings.

Commercials aren’t the only trick in the bag for retailers when it comes to their back-to-school advertising campaigns; many use the power and reach of their very own website to attract both parents and young adults.  When asked who had the best websites for back-to-school and back-to-college, many of the usual suspects were listed, but a few stood out, including:

• Macy’s made the list for the first time with school shoppers. NRF’s back-to-school survey found that department stores are hot with pre-teens and teenagers this year, thanks to private labels and captivating and creative online and social media promotions.
• Among the college crowd, Amazon.com was ranked third on the best website list. Amazon.com continues to grow not only in popularity but in size – a recent STORES Hot 100 Retailers report noted that the company’s sales grew 46 percent from 2009 to 2010.
• Promoting affordable and stylish school apparel and supplies on their website, Target came in second for K-12th grade shoppers – garnering the highest percentage of their three-year reign in the second spot.

When asked if any of the commercials or their website motivated K-12th grade shoppers to shop at a particular retailer, more people said that websites motivated them this year (25.2% vs. 22.7% in 2010), and slightly less said the television commercial did so (25.4% vs. 27.0% in 2010.) College shoppers were also more motivated by retailers’ websites than their commercials compared to last year: a full 25.0 percent said their website motivated them, up from 22.0 percent last year, and 24.6 percent said television commercials helped with their destination decisions (up from 23.7% last year.) View complete survey.

As the summer comes to an end, retailers will use what little time they have to target typical procrastinators with online and in-store sales and promotions…while they decorate for Halloween.

NRF information:

• This year’s STORES Top 100 Retailers list, ranking U.S. retailers by annual domestic sales, featured a few companies which gained substantial momentum (Amazon.com, Apple Stores) dispersed among the usual suspects (Walmart and the rest of the top 10). Amazon found its way into the top 20 for the first time with its sales growing by 46.2%, due in large part to the popularity of its e-reader, the Kindle. Apple Stores climbed more than 30 spots, from no. 52 to no. 21, over the past year. With experts predicting that 44 million iPads will sell in 2011, it appears the Apple star will continue to rise. Walmart’s sales grew by only 0.6%, but when your annual sales top $307 billion that’s still good enough to grab the no. 1 spot year-after-year.
• Sure, class doesn’t start for another month, but that doesn’t mean it’s too early to be talking about back to school. According to NRF’s 2011 Back-to-School Survey conducted by BIGresearch, this year’s back-to-school and back-to-college sales will be flat, as parents continue to look for value and feel the effects of a down economy. Based on the data, this year’s back-to-school theme is, “Spend where you need to, save where you can,” resulting in parents looking for good deals, shopping at department stores, and using the internet for shopping and price-comparison.
• Shop.org’s Online Merchandising Workshop was a huge hit this year, featuring leaders and innovators from companies like ModCloth, REI, eBags, GolfSmith and more. Attendees participated in discussions on how to embrace cutting-edge technologies to drive sales and how to better optimize and utilize merchandizing tools that are already at their disposal. With the Merchandising Workshop over, all eyes have focused on this fall’s Annual Summit, which is expecting over 3,000 attendees in Boston.
• The Container Store CEO Kip Tindell believes that “retail is the best profession out there” and launched a campaign last month to ensure that more students think of retailing when choosing a career path. In a letter to retailers, Tindell encouraged companies to partner with the NRF Foundation to connect skilled, motivated workers with employers who need them. “It’s up to people like me and you to partner with the NRF Foundation in positioning a career in retail as one filled with tremendous opportunity, innovation and excitement,” he wrote.
• Perhaps no item dominated the news cycle like the debt ceiling talks did over the last week of July. As both the House and the Senate struggled across party lines to come to a compromise, NRF urged resolution, citing the dire consequences of default. After it was finally announced late on July 31st that congressional leaders and the administration had finally come to an agreement, NRF commended all parties involved for coming together on a bipartisan debt ceiling deal. Crisis averted, for now.

Top blog posts from Retail’s BIG Blog and Shop.org Blog:

• 10 site tweaks to make your customers actually click “buy”
• Top 10 back-to-school trends for 2011
• Erase the box, endanger customers
• 2011 STORES Top 100: Retail, rewritten
• Want to grow sales? Golfsmith eCommerce director says use video

Top retail news stories in NRF SmartBrief:

• Wal-Mart, Kroger, Target top NRF’s Top 100 list
• J.C. Penney’s CMO leaves the company after 33 years
• Borders plans to liquidate after failing to find another buyer
• How Karl Lagerfeld’s 45-piece collection will benefit Macy’s
• Reinventing the department store for a digital age

A retailer was easier to define. Think of it this way: If someone said they were going shopping, one had a pretty good idea of what they meant. Obviously that’s not the case anymore. Today, shopping is a multi-channel, multi-dimensional event. It takes place on smartphones and inside pop-up stores that are here one day and gone the next. Innovative and sometimes gourmet foods can be purchased from food trucks. Produce and frozen foods are now commonplace items at mass merchants like Target and Walmart. And music can be purchased 10 ways to Sunday – except, ironically enough, at what used to pass for “music” stores.

The rules have changed: Retail’s business tomes are being rewritten, and the industry, such as we knew it five or even three years ago, has been transformed along with them.

Leading the charge are the Baby Boomers and Millennials. The Boomer generation – the leading edge of which turns 65 this year – is now all about convenience. The same folks that once embraced cavernous superstores and big-box concepts that allowed them to explore everything a product category had to offer, are now leading a move back to small footprint shopping environments and edited assortments. Suddenly, the generation for which more was more has come to terms with the idea that less is okay. Brands are still important, but trust – something Boomers rarely exhibited in their younger years – can make all the difference when it comes to trying new products or testing the private label waters.

Millennials are moving to the center stage of consumerism, poised to rewrite retail history in their own digital libretto. Ever impatient, they are leading the mobile shopping charge — buying goods when they want, where they want and how they want. Social interaction around shopping has reached new proportions thanks to Millennials, and the retailers who push the innovation envelope are winning them over. Millennials love luxury brands (for a price), think games that net shopping rewards are “cool” and are (and will be) loyal to stores that engage their senses and indulge their desire for excitement. And guess who’s first in line to buy the latest, greatest tech gadget? Ignore this group at your own peril.

This year’s Top 100 list hints at the changes that are underway: Check out Amazon’s growth and Apple’s stores’ jump in the ranking as two examples. And who knows what transformative impact the mobile wallet will have over the next five to 10 years?

My advice: Buckle up, because it’s going to be an exhilarating ride.

You graduated from MIT with a double major in computer science and electrical engineering. Where did your interest in retailing come from? What led you to the world of online retail?

Yes, I did study engineering but not for the obvious reason most people would study it … I never wanted to be an engineer, I wanted to learn how to think critically and solve the most complex problems.During my time at Goldman Sachs (my first job after MIT), I was in a group where I was one of the few women; as a result I was staffed on two types of deals refinancing tampon companies (literally worked on Tampax and Playtex) and the sale and financing of Neiman Marcus Group.

Shauna Mei, Co-Founder of AHAlife.com found her start as an entrepreneur for a digital retail company after a successful tenure within the retail industry.

When I worked on the NM deal and several other retail/luxury/fashion type of deals, I realized how inefficient the market was. This inspired me to create a new model. I love solving problems and the potential of making the world more flat through retail is very exciting to me.

Inspiration — and the idea of “being inspired” — seems to have influenced you throughout your career. How do you get inspired? What about the retail industry inspires you?

Inspiration or that “A-HA” [moment] comes from above…or I would refer to it as the universe. I live my live tapping into the global energy and potential we all have. Perhaps I am a bit “new age” but I think that inspiration is what leads to creation and if we don’t create… we don’t truly live.

Retail to me is not about “shopping,” but it’s the transfer of someone’s inspiration manifested into an object or experience that they want to share with others. My job is to simply tell that story and make the distribution more broad, reaching everyone in the world. It is a passion. I love being inspired every day by so many talented amazing people who are transferring their creations to make their customers inspired and live beautifully.

You have founded or co-founded a number of companies. How did you become such an entrepreneur?

I thrive in a world that’s open and where anything’s possible. I realized that being an entrepreneur is the best way to make that happen. I’ve always been an entrepreneur. I don’t like to “hop on the train” or go where is safe. Life is short. I love doing things that I can control, create and watch my efforts thrive and make a difference.

I read wellness has always been an important part of your life, and you are a competitive dancer. How do you balance work and life and other interests?

Life is life… in fact my work, AHAlife.com, is my passion. I get to meet talented inspired people creating amazing things across lifestyles, and help them make it happen and gain awareness and distribution. I don’t really separate “work” from “life”… it’s just all life to me.

What advice would you share with young people looking to get a start, or get ahead in retail?

My advice is simple. First discover your passion… if retail is your passion, you’re on your way. Most people don’t know what they are passionate about. Once you have that, just take any opportunity to open that up for you. Don’t be rigid — the best “job” I got was an unpaid job. Go for it and take every opportunity to magnify your passion.

Retail industry is intimidating with lots of people with tons of experience and old models. Embrace this… innovation is where really success happens. When you are intimidated, that means you’re onto something really fun and disruptive.

What is your dream job?

LOL….I believe in living the dream. But as I gain more experience, I would love to do more in philanthropy but more importantly, activate people to all contribute — not out of guilt, but out of passion.

Read more about the creation of AHAlife.com, Shauna’s background, and what’s next for her in the full NRF STORES interview.

It is no wonder that we wanted to continue the interview with the man, who runs a company that includes iconic shoe brands Keds, Stride Rite, Saucony and Sperry Top-Sider. Read on to find out more about his first retail job, his thoughts on pursuing passions and engaging customers.

Matthew Rubel, Chairman, CEO and President of Collective Brands, is active in industry and civic organizations, including the Jay H. Baker Retailing Initiative at The Wharton School.

Your resume includes a number of blue-chip retailers and brands — J.Crew, Cole Haan, Revlon and Tommy Hilfiger. What about your very first retail job? When did you first fall in love with retail?

My first retail job was at a very young age at my parents’ clothing store in South Florida. When they finally let me on to the selling floor, I knew I loved retail. It was all about the customers and making them happy. I knew immediately.

We [NRF Foundation] talk about retail being an industry where your passion — whether it be books, the outdoors, technology or shoes — can be your work. Can you talk about pursuing passions?

People are passionate about brands. And when you are the brand builder, creating great brands, it’s really fulfilling. We are working with such iconic brands where you can engage customers in great items to bring more vitality and fun in people’s lives.

What do you see as the biggest benefit of working in retail?

The direct connection with customers and seeing them enjoy your products.

What’s the biggest challenge?

Retail is truly dynamic and ever-changing — no one day is ever the same.

What do you look for when you hire?

People who know how to listen, want to win and know how to think.

In a previous interview when asked, “What would you say to anyone considering a career in retail,” you said, “Stay focused on the customer. They hold the key to any retailer or brand success. Be ready for dynamic action, pace and change. It’s a great place to be creative, work with teams and build. It’s also great because if you make a mistake you can mark it down, learn from it and move on.” What other advice could you share for young people looking to get a start, or get ahead, in retail?

It’s important that you do what you love. Work should be fun. If you love customers and exciting them with great product and a fun, engaging shopping experience, then retail is right for you.

Want to know more about Mr. Rubel? What’s his must-have technology, next on his reading list, or the role of social media in his company and their plans for international growth? Read the full STORES interview.

A few quick stats from the 2011 Global Powers of Retailing study:

• Global retail sales totaled $15 trillion for FY 2009, representing 26% of the total global GDP.
• The top 250 global retailers FY 2009 sales equaled $3.7 trillion, an enormously influential 35% share of global GDP.
• The Asia/Pacific region tops regional global sales with $4.6 trillion, with Europe and North America trailing behind.
• Africa and the Middle East have the highest percentage of retail growth, followed by Asia/Pacific and Europe.
• Global spend across the board per capita has reached just over $5,000 per head in the latest year, which is an increase of 13% over the past 3 years.
• Growth slows within Top 10 retailers, from +32% to +15% between 2006 and 2009.
• The Top 250 global retailers also grew more slowly than the rest for the same time period, signaling that scale might not be as important as it has been in the past.

If you want the full 2011 Global Powers of Retailing report, be sure to visit www.stores.org on Wednesday when the report becomes live.

This month, STORES interviewed Sven Gaede, the CEO of Radley + Co., the British company that designs, manufactures, and supplies handbags and women’s accessories.

Mr. Gaede has an extensive retail background. Read on to hear what he has to say about: why he loves the industry, what he looks for when he hires, and his advice to others looking to get ahead in retail.

Sven Gaede, CEO, Radley + Co.

You have an extensive retail background, holding positions in merchandising, finance, business development and product development. Can you share more about your previous positions and how you got where you are today?

I joined leading U.K. High Street retailer Marks & Spencer as a trainee merchandiser. I stayed there four years and left as a merchandiser. I then studied and earned an MBA … and from there joined Booz Allen Hamilton, consulting in consumer goods and retail. … What followed was a series of top-level management positions in retail. I have been lucky for the most part. I managed my CV carefully to build a rounded career, but was lucky that people believed in me and took a chance on me.

What are the two most important skills you’ve learned and used on your climb up the career ladder?

Integrity in dealings and clarity of thought and communication.

Who’s been your biggest career influence?

My Dad. He instilled a sense of hard work, confidence and the goal of leading by example.

Finish this sentence: I love working in retail because … It is immediate, fast and dynamic.

NRF Foundation promotes retail as an exciting career destination. What do you see as the biggest benefit of working in retail?

It’s fun (most of the time), every day is different and you can move quickly up and across positions.

What do you look for when you hire?

Enthusiasm, intelligence and ambition — in that order.

What other advice can you share with young people looking to get a start, or get ahead, in retail?

Try different areas of the business if you can. Even if you can’t work them yourself, get to know how the whole value chain works. It is really interesting to know product and the sales process.

Want to know Mr. Gaede’s best shopping experience, person he’d like to meet, and how he unwinds? Read the full STORES magazine interview with Sven Gaede.