Dollar Store Marginalia?
Posted in Uncategorized on June 28th, 2010 by julianna – Be the first to comment
Recently I came across a word which I had never heard before: “Marginalia.” As I learned, it is a term used by literary scholars to describe the notes and scribbles left in the margins of books by past readers. An even more specific term sub-categorizes marginalia that is critical, even combative as “hostile marginalia.”
MAR-GIN-ALIA. At first it sounded like a negative phrase. When we discuss ideas or people as “marginal,” what we often mean is “unimportant.” However, when viewed from the perspective of those who study marginalia, reading between the lines (or outside of them, as the case may be) becomes an important means to discover clues about the thoughts, values and insights of the past.
In this respect, marginalia is anything but marginal.
It is a bridge linking one to an otherwise remote personage. I began to wonder: Is there such a thing as “dollar store marginalia?” Could there be a way to capture the fleeting thoughts and opinions that are constantly forming in the “margins” of our day-to-day dollar store dealings? What can we learn from paying more attention to the “side notes” left by our clients and customers?
I believe that there is much to gain from learning how to interpret the subtle 
markings left by the people with whom we interact. The challenge lies in knowing how to read them. It can be difficult to take note of our own thoughts and opinions, let alone those of perfect strangers. It takes a keen eye to start registering the social clues left behind by others, but once you do, you will be able to understand much more about your business as well as your customers.
Let’s start with the easy stuff. Think about the records left behind by each shopper who enters your dollar store: Transaction receipts, items discarded in favor of others, shifted displays, and perhaps an e-mail address or a phone number. These small details may seem trivial, but if given a second thought, they can form a cohesive idea of how customers feel about your general merchandise business.
For example, imagine a woman walks into a dollar 
store looking for children’s party favors. She looks around the store, finds the party section, debates different items while shuffling through a few displays, and ultimately puts a bunch of sticker packs on the cash wrap and hands the cashier her credit card. He rings the purchase through and she takes her items, forgetting her copy of the receipt as she exits the store. Can you spot the marginalia in this scene?
First, the customer did not display much interest in this dollar store. She did not stop to browse the shelves, she did not inquire after new or “hot” items, and she did not pause to look at impulse items displayed near the register. Therefore, we can conclude that the layout of the store is not grabbing the attention of its intended customers. Perhaps the store looks messy, the displays are outdated, or the variety of merchandise is lacking. Either way, once the problem is recognizable it can be amended. By taking note of the “marginal” manner of one disinterested shopper, the dollar store owner can properly take steps to fix a pervasive problem.
Another point: the customer only bought one type of item. Did you notice I mentioned that she purchased “a bunch of sticker packs?” When a customer buys only one type of merchandise, it is a sign that they are not receiving the proper level of customer
service. Did the store owner or salesperson take an active interest in this woman’s retail needs? As soon as the customer walked over to the party section, someone should have been there to ask the right questions: “What type of party are you going to have? Does the party have a theme? Is it a special occasion party?” Once the customer is engaged in answering such questions, she feels welcomed into a friendly environment. She becomes much more receptive to merchandise suggestions.
Which brings me to my second point: It is imperative that all dollar store staff is knowledgeable about the products carried by the store in which they work! If you get new items, alert your staff and let them know what’s so special about these changes. Make sure all dollar store employees can come up with “add-ons,” or items that complement a customer’s existing order and increase the variety they take home. And above all, make it a habit to engage as many customers as possible in conversation. By creating personal connections with customers, you increase their trust in you, therefore increasing the likelihood that they will purchase more than just “a bunch of sticker packs.”
Finally, notice that the woman left the store without her receipt. Although 
this could be viewed positively as a sign that she does not intend to return her purchases, I believe it to be another negative indication of disinterest. If a customer leaves a receipt behind, it is likely that she does not see the purchase as “major.” In the scenario I gave, the woman clearly left her receipt behind because she had very little personal investment in the purchase. She came for party favors, she got some stickers, and I doubt she will be back again for any other reason. A forgotten receipt is a bit of marginalia that signals a forgotten retail experience.
Perhaps the study of “marginalia” should not be left to 
literary scholars. When we take the time to examine the signs left in the margins of our daily existence, we see that clear statements are hidden amidst the jumble. By learning to read what your dollar store customers are scribbling along the margins of your business interactions, you will gain a better understanding of your strengths and weaknesses. The rest is up to you …
Warm weather is typically viewed as a business boon. Common logic assumes that that warmer the weather, the more likely it is that the average person will head outside and into shopping centers. However, those of us who have worked in retail know that this does not always hold true.
magine: It’s a Saturday, the weather is perfect and you anticipate record sales for the day. You unlock the doors of your dollar store or general merchandise business and get to work. Quickly scanning the floor, you straighten any items askew or in the wrong place. You work hurriedly, expecting the first customers of the day to come in early, maybe within the first hour of business. Once you’re done preparing for the onslaught, you take a seat at the register and wait for the sales to start rolling in. You wait, and wait, and wait … And no one comes through the door! No regulars, no new customers, not even any window-shoppers! It doesn’t pick up in the afternoon, either. You end the day with just a few sales in the register and many questions on your mind. What went wrong? Where were all the shoppers if they weren’t out shopping? What could you have done differently to increase your daily sales?
consider taking your dollar store out the door. I’m not suggesting that you walk the streets in a giant dollar suit or start selling your merchandise from a random street corner, but I am telling you that it may be time to consider a new approach to summer sales. Let’s examine the aforementioned questions raised by our hypothetical summer sales flop.
assume that when the weather is warm people are more likely to spend the day outside, and therefore they are more likely to go shopping. This idea is only half true. Yes, when the weather heats up people are more inclined to spend the days outside. However, we must also consider the reason why they are more apt to go out. It’s because of the lovely weather, of course! And if people are venturing outside because of the weather, they are more likely not to enter your store. On summer days, many would-be shoppers prefer to remain outside, soaking up the sunshine and the pleasant ambiance of summertime.
dollar store does not mean that they aren’t out there looking for the latest in general merchandise. Summer is the season of swap meets, outdoor malls and farmers markets. These open air marketplaces enjoy huge popularity during summer months because they allow shoppers to remain outside while also filling their retail needs. While no one was inside your dollar store, there may have been hundreds of potential customers just down the street at your local swap meet! 
extensive application processes, or lack of opportunity. In that case you can still add a summer spin to your regular retail location and increase your sales by taking a few simple steps. Grab several of your most seasonally-appealing items and place them just outside your storefront, as if you are having your own “sidewalk sale.” Make some eye-catching signs, add a salesperson to monitor outdoor activity, and voila! You have your own mini outdoor market! 
Kole Imports’ dump displays and summer-themed pallets are perfect for this type of merchandising. For example, DA135 (Summer Toy Starter Pallet) is filled with irresistible summer impulse buys. Items like pool toys, swimming goggles, water guns, and beach toys are the kind of low cost/high return merchandise that can add that sales boost you desire while also attracting summer shoppers who might otherwise pass you by. Don’t forget that Kole Imports’ PromoPallets ship free on orders over $1,000 and can be set up in under one minute, making it easy to set up an attractive “Summer Sale” section just outside your store! 
The beauty of summer is that it brings us outside and into our communities. By adding an open-air feel to your dollar store or general merchandise business, you encourage shoppers to stop and view your merchandise. You also gain the opportunity to have direct conversations with your customers, as well as receive immediate feedback from them. And such personal interaction dramatically increases the probability that they will return to your store, even when the weather turns cold.
means three things: my birthday, beach weather & the 
You might be one of those people who hears the phrase “trade show” and automatically envisions suffocating crowds and labyrinthine aisles of merchandise. I admit: I was one of them too. Before my time at Kole Imports I thought all trade shows were too big, too loud and too crowded. At their mere mention, I experienced visions of being buried alive in a landslide of sales people and general merchandise. But now I know that there is nothing scary about trade shows. How can I be so sure? Because I worked as a Kole Imports representative at the last ASD Show in February!
different than working at the small retail boutiques of my youth. Sure, I had to be familiar with more merchandise, but I was still able to provide the highest level of customer service to all with whom I worked. Since Kole Imports is equipped with a large and experienced team of general merchandise experts, there were more than enough people to handle the volume of customers we received. Every customer that came through our booths received one-on-one attention from a member of our sales team or support staff.
One of my favorite customers from the show was Henrietta from South Carolina. She ran a small business from where sold homemade gift sets made of cocktail napkins rolled with some sort of matching utensil or implement. She described her clientele as “southern belles” who enjoyed shopping and had a taste for “all things girly.” For example, she might wrap a colorful nail file set with a matching cocktail napkin and ribbon. Or she might take a colored glass spice jar and pair it with decorative tissues and teaspoon. Her main specification: “Everything must be tiny!” 
come up with creative ideas for her gift sets. It took us almost two hours to find just a few items that fit her specific needs, but all of that time spent was worth it. Henrietta found some great deals, and I got to meet a fascinating woman with a witty and unique business sense. Henrietta and I kept in touch after the show, and to this day I think of her whenever we get new napkins or colorful tissues in stock.
experience gave me the chance to provide hands-on assistance to customers with extremely diverse business needs. If you visit Kole Imports at the ASD trade show this August, you are sure to get the attention and personal assistance you deserve along with the best selection of closeouts and general merchandise anywhere. See you there!
that’s a tricky question. Our merchandise can fluctuate day-to-day or even hour-to-hour! The first step to finding an answer is to get specific about your business. What unique services do you provide along with the goods that you sell? Even when dealing in general merchandise, we all perform at a certain level of specialization. We may even have multiple areas of specialization, depending on the customers with whom we typically deal.
