Retail Makeover: Barbara reviews product mix in Debbie's store

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Joanne Versaggi says she should have joined Facebook a long time ago. She had pooh-poohed the social networking site but finally gave in.

"Facebook is one of the main ways I market the company," she told me. Her friends became "fans" and they recommended the store to their friends, and the process snowballed. Versaggi has welcomed shoppers from 40 miles away who found the store through Facebook.

Versaggi founded melange Home Décor, a 1,200-square-foot store in Marlton, NJ, in 2005.

Over the years, she has changed the way she markets the business and the website.

"I rarely do publication advertising," she told me. Partly that's because she is watching her advertising and marketing costs. "But I believe there are other, less costly ways to do so," like Facebook, website marketing and e-mail. She does very little direct mail.

This weekend I had the pleasure of attending Ocean City, NJ's annual congregation of small retailers, its mile-long Block Party, where over 400 independent retailers set up stands and invited the public to stroll freely amongst them as the people ate, shopped, and perused the offerings.  Everything from cookies to clothing to crafts lined the street, and musicians played family-friendly music while kettle corn was popped and pizza was baked.  A first-class fireworks show ended the evening.  A full description of the event can be found here.

Using free samples to lure customers into a store isn't a new concept by any means - soap entrepreneur Benjamin T. Babbitt pioneered the idea in the 19^th century - but it is a hands-on and proactive approach to attracting new customers.  Promotional marketing allows a business to reach out to potential customers who otherwise might not have been interested in its product.  It's also a good way for a business to publicly exhibit customer appreciation.

Apps are sweeping M-Commerce like Starbucks swept the Coffee Industry in the 90's.  That iPhone App catch slogan, "There's an App for that," is even practically true.  OK, I know, there isn't an app for everything - but if there's not an app for that today, there will surely be one tomorrow - or more realistically - next month. 

Gifts for Less and a whole lot more, this is our motto!  

http://www.dominiquegiftshop.com

Gifts for Less and a whole lot more, that is our motto!

http://www.dominiquegiftshop.com