EducationAdvocacy Bene�ts

Retail Angles A Bi-Monthly Newsletter for Retail Alliance

MembersSeptember/October 2015

TO DO LIST:

• Prepare

for Holiday

Season!

2 Retail Angles

I would like to step out of the Cornerpost for a moment to share a touching story about the personal journey of a good friend of Retail Alliance, Tom Kinerk, owner of Jeness Uniforms. Tom was very active on our Legislative Committee; thoughtful, insightful and a tremendous advocate for retailers. Like most retailers, throughout his career, Tom was a hard worker and committed to his business, spending countless hours operating his six stores. On our commutes to Williamsburg for legislative committee meetings, Tom would share his upcoming plans for vacation adventures with his wife of 44 years, Charli.

Two years ago, Tom began his well-earned journey into retirement. Unfortunately, last fall Tom was diagnosed with cancer; evidently this was his second bout and this time the news wasn’t so good; giving him months, not years. Sadly the treatment up to this point could not stem the rapid growth of his tumors nor the spread of the cancer into Tom’s lymph nodes. With the knowledge of limited time, they made plans to sell the company, house, and return to their hometown in Kansas City.

A couple of weeks ago, Tom and Charli had yet another oncologist appointment. This time Tom was in a wheelchair and in so much pain that they were wondering how they were going to make it through each day. However, during this particular visit, the doctor determined that Tom was improving and had hopes that a new chemo drug recently administered was working. A CT scan and additional tests revealed that one of Tom’s tumors had grown significantly and was pushing on nerves, causing terrible pain; however, the rest of the tumors had miraculously shrunken.

Just recently, they were informed by their doctor that the new “trial” drug is in fact working and they can begin less evasive treatments; miracles really do happen. As a result the pain has decreased dramatically and the Kinerk’s have been given a new lease on life. Charli and Tom are now planning to travel to Kansas City and celebrate their 45th wedding anniversary.

We would like to recognize their hard work, investment and involvement in the Hampton Roads community, thank them for their support of Retail Alliance and the retail industry, and wish them many more years of happiness!

Managing Editor:Kylie Ross Sibert, Retail Alliance

Writer/Graphic Designer:Kylie Ross Sibert

Contributing Writers:Ray Mattes, Kate Baker, Jessica Ausura, Kelly Nahaj

Printer:Professional Printing Center

2 The Corner Post

3 There is Nothing So Stable As Change

4 Legislative Update

6 Upcoming Events

6 Welcome New Members

7 Member Spotlight: Coastal Benefits Group, Inc.

8 Cover Story: Preparing for the Holiday Season

10 Member Spotlight: Fairfield Flowers

11 Photos from our Recent Events

12 Misleading Sales Tactics for EMV Equipment

13 Member Spotlight: Meow Manor

14 LOVEVA Update

15 LOVEVA Advertising Opportunities

16 Premier Partners

CONTENTS THE CORNER POSTA Story of Love and Miraclesby Ray Mattes, President/CEO, Retail Alliance

Retail Angles 3

professional with six years of distinguished performance in customer service, event planning and marketing. She will be working with Kelly to assure a smooth transition into our Marketing & Events Coordinator role.

Katherine Seibt comes all the way from Alabama and the Red Cross to join our Buy Local and LOVEVA initiative. Katherine feels very strongly about buy local campaigns.

Supporting the community, creating jobs and building camaraderie will be her main focus as she works with Bonnie to assure all of our LOVEVA participants’ continued support with this vital member benefit.

Beth Cook will assume Jessica’s role on the Peninsula as our newest Membership Development Director. Beth is a Peninsula native, graduating from Christopher Newport University.

Beth brings a variety of experience in customer service skills, interactions with a widely diverse group of people, relationship management, and training.

I believe you will find Beth to be an extremely hard worker with an eye for detail when it comes to customer service and follow-up.

Please join me in welcoming our newest members to the Retail Alliance family, we are excited to have them as part of our team.

Even though they have big shoes to fill, I am confident they are up to meeting the task.

Losing three key members of your team is not something anyone wants to experience.

I sincerely wish Bonnie, Kelly and Jessica the best and will always consider them to be part of our Retail Alliance family. Good luck ladies, you will be sorely missed!!! v

We all have heard the term, “out with the old and in with the new”. As retailers this adage applies to new inventory, floor plans, visual merchandising, store re-fits, signage, etc.

Typically these types of changes are met enthusiastically with hard work and dedication knowing that the end will justify the means. In reality, most of us don’t like change for the sake of change, however, sometimes we are forced to make adjustments due to unusual circumstances.

And so it is with a sad heart that I announce the departure of three important members of our team: Bonnie Schule, LOVEVA Buy Local Project Coordinator; Kelly Nahaj, Marketing & Events Coordinator; and Jessica Ausura, Peninsula Membership Development Director.

I can assure you we are not intentionally driving off staff! In fact, our average tenure is close to 12 years!

Great opportunities have presented themselves to each member of our team, resulting in their decision to make a change in their life.

Bonnie’s husband accepted a job in Northern Virginia.

Kelly and her daughter Brea have decided to move back home to Maryland to be closer to family.

Jessica has chosen to get back into corporate training with Priority Auto Group.

All three individuals have performed their responsibilities with exemplary professionalism while displaying a sincere

passion for the mission of our organization. Without a doubt, becoming a trusted resource for our members is what drove them day in and day out.

As sad as it is to lose Bonnie, Kelly and Jessica and the impact they have had on Retail Alliance, we are also prepared to welcome three new additions to our team.

Joy Burton is a highly motivated and energetic

THERE IS NOTHING SO STABLE AS CHANGEby Ray Mattes

Above: Bonnie Schule Above: Joy Burton

Above: Kelly Nahaj Above: Katherine Seibt

Above: Jessica Ausura Above: Beth Cook

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LEGISLATIVE UPDATEby Kate Baker, Director of Government Affairs, Virginia Retail Federation and Retail Alliance

September 15 (Senators) and September 29 (Delegates)Retail Alliance offices838 Granby St, Norfolk, VA 235108:45 Registration9:00AM-11:00AMCost: Free

Meet your local legislators face to face at Retail Alliance’s member forum. Make your voice heard! Local Hampton Roads legislators are joining us for a panel discussion on business and retail issues that impact you. The discussion will focus on you - your questions for Hampton Roads legislators and their positions on tax issues, crime issues and much more. Use this opportunity to become more informed for the November elections.

Participation is a critical part of the legislative process, at all levels of government. It is important for you to hear from your legislators and other elected officials, and for them to hear from you.

Two panels will be held: one with Senators and the other with Delegates. Join us for one or both. Seats are limited so be quick! RSVP at retailalliance.com/events. v

The Virginia Retail Federation is the advocacy arm of the Retail Alliance and Retail Merchants Association.

© Retail Alliance

LEGISLATIVEFORUMS

HAVE YOUR VOICE HEARD

JOIN US!

MEET YOUR SENATORS AND DELEGATES AND HAVE YOUR VOICE HEARD!

PAC AUCTION SAVE THE DATEThis year our Virginia Retail Federation Political Action Committee (PAC) Auction will be held December 10. It is never too early to think about what you would like to contribute to the auction.

If you are interested in contributing auction items, please contact Kate Baker at kbaker@virginiaretailfederation.com. v

For advocacy-related questions, please contact:

Kate Bakerkbaker@virginiaretailfederation.com(757) 406 9424

Jodi Rothjroth@virginiaretailfederation.com(804) 690 4940

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With regard to Health Care, VRF representatives spoke about the importance of easing the cost and compliance burdens associated with the Affordable Care Act.

Your lobbying team will continue to stay on top of these issues and keep you informed and updated.

Also, please be on the lookout for the summary of our statewide issues with regard to the 2016 General Assembly Session in our next Retail Angles issue November/December 2015.v

2015 NRF RETAIL ADVOCATES SUMMITVRF representatives attended the 2015 National Retail Federation (NRF) Retail Advocates Summit in July. This was a great opportunity for the Virginia retail voice to be heard in Washington. We had several members attend and meet with members of congress on many important issues. VRF representatives met with Congressman Brat, Congressman Rigell, Congressman Scott’s Staff, and Congressman Wittman’s staff. The issues they discussed included E-Fairness, Data Security, Overtime, Health Care, and Patent Litigation Reform.

With regard to E-Fairness, our representatives continued to highlight how important it is to level the playing field between brick and mortar sales as compared to Internet sales. There have been three proposals in congress that deal with E-Fairness. The one that seems to be the best alternative for our members is the Remote Transactions Parity Act (H.R. 2775). The RTPA permits states to authorize collection of sales tax by remote sellers if the state is either a member of the Streamlined Sales and Use Tax Agreement or if it adopts certain minimum simplifications. RTPA requires States fund and provide remote sellers free software that calculates and remits the sales tax. This software would also file the sales tax returns as well as respond to audit requests from state and local governments.

The proposed Overtime rules will have a huge impact on retail and restaurants, if implemented. One change is the increase in the salary threshold for overtime. The current salary threshold is $23,660 ($455/week), however the proposed rule estimates that the new salary threshold will by $50,440 ($970/week) in 2016 and this level will be increased automatically each year. This could have a huge financial impact on our members. The proposed rule also impacts and limits the current overtime exemption for managers and assistant managers. This will create a decrease in workplace flexibility which is critical for the retail industry.

VRF TEAM OUT AND ABOUT WITH OUR MEMBERS

VRF representatives and Congressman Scott Rigell at the US Capitol during the National Retail Federation’s 2015 Retail Advocates Summit

Congressman Dave Brat with VRF representatives

Left: VRF represenatives with Brenda Tusing of The Royal Chocolate

Right: VRF representatives with Carla Mackie of The Full

Cup

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RETAIL ALLIANCE UPCOMING EVENTSSEPTEMBER EVENTSRetail 2 Retail (R2R) Networking MixerWhen: Tues, Sept 8, 2015Time: 6:00 PM – 8:00 PMWhere: Fairfield Flowers 5194 Fairfield Shopping Centre, Virginia Beach, VA 23464Cost: Free

Legislative Forum (Senators)When: Tues, Sept 15, 2015Time: 8:45 AM – 11:00 AMWhere: Retail Alliance 838 Granby St, Norfolk, VA 23510Cost: Free

STRIVE Workshop: SEO For Small BizWhen: Wed, Sept 16, 2015Time: 8:00 AM – 11:00 AMWhere: Retail Alliance 838 Granby St, Norfolk, VA 23510Cost: $65 Members/$85 Non-Members

STRIVE Workshop: Using Google Analytics to Improve ROIWhen: Thurs, Sept 17, 2015Time: 9:00 AM – 11:00 AMWhere: Retail Alliance 838 Granby St, Norfolk, VA 23510Cost: $29 Members/$39 Non-Members

LOVEVA Rendezvous When: Thurs, Sept 17, 2015Time: 5:00 PM – 7:00 PMWhere: O’Connor Brewing Company 211 W 24th St, Norfolk, VA 23517Cost: Free entry and appetizers

Loss Prevention Task ForceWhen: Tues, Sept 22, 2015Time: 11:00 AM – 12:30 PMWhere: Special Operations and Forensic Facility 2667 Leroy Rd, Virginia Beach, VA 23456Speaker: Virginia Beach ForensicsTopic: What to do at crime scenes and how to assist

in the investigation of robberies and burglaries. Includes a tour of the forensics facility

Cost: Free (lunch not included)

Retail Breakfast ClubWhen: Thurs, Sept 24, 2015Time: 7:30 AM – 9:30 AMWhere: Courtyard Marriott

530 St Johns Rd, Newport NewsSpeaker: Dr Jerry V. TeplitzTopic: Increasing your leadership and professional

power to new levels of excellenceCost: $10 Member/$35 Non-member

Legislative Forum (Delegates)When: Tues, Sept 28, 2015Time: 8:45 AM – 11:00 AMWhere: Retail Alliance 838 Granby St, Norfolk, VA 23510Cost: Free

STRIVE Workshop: Advanced Facebook TechniquesWhen: Thurs, Sept 30, 2015Time: 8:30 AM – 10:30 AMWhere: Retail Alliance 838 Granby St, Norfolk, VA 23510Cost: $35 Members/$45 Non-Members

OCTOBER EVENTSRetail 2 Retail (R2R) Networking MixerWhen: Tues, Oct 13, 2015Time: 6:00 PM – 8:00 PMWhere: The Store for Stores

700 Tidewater Dr, Norfolk, VA 23504Cost: Free

Discover Retail AllianceWhen: Wed, Oct 14, 2015Time: 11:30 AM – 1:00PMWhere: Retail Alliance offices

838 Granby St, Norfolk VA 23510Topic: Learn more about Retail Alliance and the

team that work for youCost: Free (and includes lunch!)

Retail Breakfast ClubWhen: Thurs, Oct 22, 2015Time: 7:30 AM – 9:30 AMWhere: Holiday Inn Virginia Beach-Norfolk

5655 Greenwich Rd, Virginia BeachSpeaker: Linda Bryant, Deputy Attorney General,

Public Safety and EnforcementTopic: CybersecurityCost: $10 Member/$35 Non-member

Loss Prevention Task ForceWhen: Tues, Oct 27, 2015Time: 11:45 AM – 1:00 PMWhere: Retail Alliance offices

838 Granby St, Norfolk VA 23510

Speaker: Area police departments discussing trends in crime

Cost: Free (and includes lunch!)

Register to our events at www.retailalliance.com/

events

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• Aremel Massage Therapy

• Backyard Birder Seed & Supply

• Bank of Hampton Roads

• Bottle Box

• Bradshaw Dentistry

• CarLotz - Virginia Beach

• Coastal Benefits Group, Inc.

• Coldwell Banker Professional Realtors

• Escape Room

• Great Bottles

• Home Video Studio

• Kirstyn Upholstery

• LaBodega Hampton

• Mattropolis - Mattresses and More

• Meow Manor

• My Vegan Sweet Tooth

• Norfolk Idea Center

• O’Connor Brewing Company

• Paint on Pottery

• PostNet

• Privee Bridal of Ghent

• Providence Computers, Inc.

• Shore Gallery & Design

• Simply Panache Nail Bar & Pedi Spa

• The Adventure Park at Virginia Aquarium

• The Frame Shop & Gallery

• The Mermaids Porch Bed & Breakfast

• TINTO Wine & Cheese, etc.

• Triumph Vaping Co

• Wild Birds Unlimited Wlliamsburg

• Wild Wings Nature Store

• Ynot Italian - Ghent

WELCOME NEW RETAIL ALLIANCE MEMBERS!

Retail Angles 7

Their current challenge is figuring out how to best market to their target audience. “We are doing some marketing campaigns that are very specific to the clients we are working with.”

There will always be challenges but their advice to others who are interested in starting their own business is, “be sure there is a market for the product or service you plan to provide and have a passion for what you do, it has to be more than a job.”

Passionate about their roles in helping clients and the success of their own business, their future goal is to double their current growth rate.

As Greg stated, “The best part about owning your own business is the ability to take your business in the direction you envision with unlimited potential.” With that being said, the future goal set for Coastal Benefits Group, Inc. is well within reach.

v v v v v v v

As an independent insurance agency Greg and Kitty represent a number of insurance companies and can compare coverage and prices to find the best value for your circumstances.

Kitty and Greg BroermannCoastal Benefits Group, Inc.A Five Rings Financial Partner812 Pompano ArchChesapeake, VA 23322Tel: (757) 287 6983Fax: (757) 609 3452Website: coastalbenefitsgroupinc.com

Greg and Kitty Broermann started Coastal Benefits Group, Inc. with zero clients. A non-compete/non-solicitation clause in Greg’s prior employer’s contract meant he was unable to contact any former clients. Regardless of the challenge ahead, they started their journey as Independent Insurance Brokers. Fast forward five years, The Broermans couldn’t be happier with their decision. When asked, “What do you wish you knew then that you know now?” Greg answered, “How successful this could be. I wish I had done it ten years earlier!”

Working from their home office in Chesapeake, Virginia, Greg and Kitty educate their clients on the areas of Health, Medicare, Life, and Annuities so they can better manage their healthcare costs.

“I wanted to be able to provide my clients the products that best fit their individual or family needs,” commented Greg. “In working for someone else there are instances where the recommended coverages may be best for the company and not the client.”

Coastal Benefits Group, Inc. is a win-win for the couple and their clients. Being in the service business, they measure the success of their business by the number of referrals they receive from both current clients and others they have had the opportunity to advise.

MEMBER SPOTLIGHT

Retail Angles 7

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It’s that time of the year again: the kids are back to school and the countdown to the biggest retail period of the year has begun. I hope that you have already started your preparations for the 2015 holiday season but, in any case, it’s always a good idea to make sure you’ve prepared and thought of everything. So while you watch your customers, friends and family going to the beach and enjoying the last of the warm weather, we’ve compiled these tips from various sources so you can dream of those winter wonderlands – and hopefully windfalls.

1. Stock UpEmpty shelves, backordered items, and out of stock signs during the holiday season is frustrating for both consumers and retailers.

Ensure you have the appropriate inventory quantities on hand to handle the influx of holiday shoppers.

Stock up on top selling items, best gift items, and popular impulse purchases. Analyzing past holiday season sales should help you estimate your volume and necessary quantities.

When ordering products, take advantage of supplier discounts by ordering in bulk to save some extra money. You may also consider whether there are any particular seasonal items you could stock that may appeal to holiday shoppers.

In addition, introduce special products such as gift baskets using your existing merchandise, in order to encourage people to buy them as gifts for friends and family. If packaged attractively, these groupings of items can be sold for a higher price than the sum of the individual products.

2. Staff AppropriatelyHaving enough staff members is critical for the holiday rush. Today’s consumers like immediacy and will not wait in long lines or put up with slow customer service, so have enough staff members trained on how to manage the rush and available to help customers in a timely manner.

Emphasizing exceptional customer service can make a big difference to stressed-out holiday shoppers. If you don’t think your current staff will be enough, consider taking on temporary help. Hire seasonal employees a few weeks prior to the holiday season

to allow time for training and preparation. The holiday season can be draining on small business owners, so hiring extra help is a smart business decision to reduce stress during the busy season.

TO DO LIST:

• Prepare

for Holiday

Season!

If you sell online, make sure your website is in tip-top shape, with user-friendly features, clearly explained purchase policies and any special promotions featured prominently.

3. Adjust Your Marketing Approach (& Use Social Media!)Get people ready for the holiday season - and let your customers know you’re ready - through marketing. This could involve taking out ads in the local newspaper or utilizing special holiday circulars or flyers. Sending a holiday card to customers is a great low-cost strategy to promote your business. You can send paper cards or e-cards with a holiday greeting and even a photograph of you and your staff.

Consider sending cards or postcards to past customers as well, to remind them of your existence - you could even include a coupon or offer if they do business with you again.

Take advantage of social media to promote your business. Announce gift ideas, new products, discounts, contests, and holiday shopping events to bring customers into your store. Create a social media calendar and schedule posts in advance to help you stay organized throughout the season.

Consumers have various choices when it comes to shopping, so posting on social media will remind them of your store and your unique offerings.

If you have a budget for SEO marketing, begin thinking about how consumers’ search terms may change over the holiday season and adjust your efforts accordingly for higher conversions. If you send out an email newsletter to customers, endow them with a gift-giving theme, such as “top 10 presents for dad.” Include customer testimonials for maximum effect.

Remind people of your business by distributing holiday-themed promotional items featuring your name and logo, such as a calendar for the coming year or an inexpensive Christmas tree ornament.

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Retail Angles 9

TO DO LIST:

• Prepare

for Holiday

Season!

4. Promote the Holiday Spirit, Offer Promotions, Host Holiday Events, and Run Holiday ContestsPromoting the holiday spirit can be as easy as applying a seasonal theme to your website or putting up decorations in your bricks-and-mortar store.

It can also involve giving away free candy canes with every purchase or arranging for staff to wear Santa hats. Encouraging a holiday spirit will help nudge people into opening their pocketbooks.

Start preparing your incentives early, as some shoppers begin looking around for the best deals months ahead of time. Consider which types of incentives will appeal most to your customers - free shipping?

Buy one get one free? Percentage discounts?

Think about strategies for enticing people to return to your shop or website, such as changing your offers on a weekly or biweekly basis. You can send a list of current deals to your customers via email, including a promotional code for additional savings.

Although it may be hard to compete with large retailers’ prices, small retailers can still remain competitive by offering promotions, hosting events, and running contests.

You can offer low-cost promotions, such as free,

in-store, gift-wrapping or a free small gift. Even if it is as small as a free cup of hot chocolate, consumers love free items and these types of promotions will draw them into the store.

You can boost sales by hosting two to three hour holiday shopping events where they offer discounts and provide free food and drinks to your customers. This will help bring in customers and it encourages them to stay longer, allowing you to connect with your customers on a more personal level.

Boost customer engagement and increase excitement by creating a holiday contest. Some small businesses run simple, low-cost contests, such as a guessing game of how many candy canes are in a jar.

Asking customers to enter a contest gives you the opportunity to collect more customer information, including email addresses, to stay in touch. Plus, giving a gift card to the store as a prize brings customers back in for more.

5. Participate in Small Business SaturdayLast year we introduced an app called LOVEVA that rewards customers for shopping local every day of the year.

An additional opportunity to align yourself with a cause that supports buying local, has national attention and underwritten by American Express, is Small Business Saturday. This year SBS is on November 28th, 2015.

Small Business Saturday is nationally advertised as a way for individuals to celebrate and show appreciation for their local, small businesses. Given that it falls right during the peak time for holiday shopping, it’s an additional opportunity for you to build awareness and grow your business.

6. Manage Your FinancesIt is important to budget for the ups and downs of your business cycle. If the holiday season represents a peak in sales, make sure

you are adequately preparing for periods in which customers are likely to be making fewer purchases. When cash flow is more limited, you will be glad you did so.

During the holiday season, your business may also face some additional costs for various goodwill gestures. For example, do you plan to

throw a holiday party for your employees? Are you going to give out gifts or bonuses? Make sure you have adequately budgeted for extra holiday spending.

Finally, even if you choose to spend conservatively on a holiday party, there are many options available to ensure that your staff is full of holiday cheer.

Instead of paying for an outside venue, you could host a potluck at your home or even at the office. Just make sure that you are not cutting costs at the expense of employee satisfaction.

These are just a few tips to prepare your retail store for the upcoming retail holiday season. If you have any other holiday suggestions, please share them on our Facebook page (facebook.com/retailalliance) so we can make our retail community even stronger.

(Sources: Cayan, Orna Security, Intuit)

Compiled and written by Kylie Ross Sibert, Vice President, Corporate Communications, Retail AllianceTel: (757) 455 9323ksibert@retailalliance.com

Retail Angles 9

10 Retail Angles

Not only does Charlene take pride in being her own boss, she realized just what that role means, “I am controlling my destiny, my legacy.

As a Type-A personality, owning a business has allowed me to take risks and reap the reward. It has taught me how to plan a strategy

for the day. I get to earn a profit from my passion—flowers.”

The success of Fairfield Flowers has allowed Charlene to pay off all of her bills; she will retire without any debt. When asked what advice she would give others interested in starting their own business, she answered, “Handle your money yourself. Learn that it’s ok to say no. Be active in the community and give of yourself. Stay family focused.”

After twenty years as the owner of Fairfield Flowers, her future goal is to retire and turn the business over to an enterprising woman. One thing is certain; the woman who follows in Charlene’s footsteps will need to be a woman who knows how to do it all!

v v v v v v v

Visit Charlene and her team at:

Fairfield Flowers 5194 Fairfield Shopping Center Virginia Beach, VA 23464 Tel: (757) 474 1500 fairfieldflowers.net

Charlene Wesseler smiles each time she turns the key in the door to open her store, Fairfield Flowers. After spending nearly twenty years as a District and Operations Manager, she knew it was time to go into business for herself.

She was already a woman doing it all: holding down a full time job, raising her family and continuing her education. Her dream to own a small family business

where her two sons could work became a reality on July 1, 1994 when she took over Fairfield Flowers.

The lively store located in Fairfield Shopping Center is open seven days a week, offers daily and same day delivery as well as service for deliveries across the country. Selling plants, floral arrangements, balloons, home décor, gifts, and fruit baskets, there is something for everyone and every occasion.

In addition to an abundance of products and services, Charlene will begin teaching classes this fall. Sound overwhelming? Not to her. “I love the loyal and new customers and helping to express their emotions. I love the challenge of a fast paced holiday such as Mother’s Day, Valentine’s Day, and Christmas.”

As a small business owner, Charlene acknowledges that there are daily challenges, “Using the Internet, Yelp, and various forms of Social Media are challenging. It is a daily learning experience to learn and grow on the web.” However, she has a positive outlook on the obstacles; “I’m a people person and I know how to hire

the right person. I surround myself with winners, positive employees. I can make a decision quickly and have no problem owning the consequences. I take pride in being my own boss.”

MEMBER SPOTLIGHT

Karl and Charlene Wesseler receiving Retail Alliance’s Overall Retailer

of the Year 2015 award

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Retail Angles 11

PHOTOS FROM OUR RECENT EVENTSRETAIL 2 RETAIL THE FULL CUP

RETAIL 2 RETAIL GOODMAN &

SONS JEWELERS

Retail Angles 11

RETAIL BREAKFAST CLUB WITH ROGER PHELPS, STIHL

12 Retail Angles

happening other than simply upgrading your equipment and it’s probably not in your best interest.

In one specific case, the merchant didn’t understand why he started receiving two statements each month after upgrading. One statement had just minimum monthly fees; the other had the full processing detail and costs.

What the merchant didn’t realize is that they had unknowingly changed providers and in the process changed their pricing and terms and conditions. The merchant was receiving a statement with minimum fees from the original provider because their salesperson never informed the original provider of the change.

Often times, independent agents sell for more than one provider. This puts more money in their pockets, while charging you unnecessary fees.

2. Do not switch providers. Most providers have very strict rules preventing sales agents from switching merchants for personal gain. However, from the above example, you can see they don’t

always follow them.

Let your original provider know if your agent changes your provider without your full understanding.

Small providers aren’t the only culprits. A salesperson from one of the largest banks in the country recently had a merchant sign a new contract — supposedly to use EMV chip card equipment. Once again, the client started receiving two statements, and their monthly processing costs increased.

Terminals that are unable to process EMV chip cards are not illegal, and merchants should take proper steps in fully understanding the fraud liability shift taking place on October 15, 2015.

Retail Alliance has our own in-house Data Genesis associate, who can provide a free analysis for you, and honestly advise you as to which decisions you should, or should not make regarding your credit card processing.

Contact Steve Hamilton at shamilton@retailalliance.com or call 757-455-9309. v

As we’ve communicated previously, the major credit card companies are rolling out a new kind of credit card, called a “chip” card for short, and officially known as an EMV card. While these cards are an excellent way to protect yourself as a merchant, and your consumers against fraud, there are a few things to be cautious of when approaching these new rules. We’ve had feedback from merchants that they are receiving multiple phone calls from credit card processing companies scare-mongering them into buying new equipment, or signing a new agreement, or even switching providers before the October 1 deadline. We want to dispel some of these misleading sales tactics that can harm your business with the following tips:

1. Do not sign a new agreement. If your existing provider tells you to sign a new agreement to process EMV chip cards, something else is likely

MISLEADING SALES TACTICS FOR EMV EQUIPMENT

Retail Angles 13

Owner Angela Lang sits on the floor with a tabby cat curled in her lap. “Do I have the best job, or what?” she says and promptly snaps a picture to post on Facebook. This is one of the many perks of owning her unique business, The Meow Manor, a cats-only boarding facility. Other perks include playing with a group of five kittens and getting to know loyal and dedicated pet owners. A Navy wife with a husband deployed to Japan, Angela is looking forward to her husband joining her in their new home in Newport News. They’d only just moved here and Angela enlisted the help of some other military wives to help her open her doors on July 1, 2015. She only had two weeks to do it! Her dream had taken five years to pull together, due to the timing of her husband’s deployment and the move to Newport News in April. Once she found the right spot, it was a little over two weeks from her projected start date and she didn’t want to adjust it. Since opening, she has had an overwhelming response from cat owners looking for cats-only boarding.

“In 2010, my husband and I were planning a trip,” says Lang, “and in searching for a cats-only boarding facility…lightbulb! This triggered the idea of opening our own”. Apparently Lang is not alone in wanting such a service, since felines are not usually fans of dogs, this offers a great alternative to traditional vet boarding.

Nestled in historic Hilton Village in Newport News, the location has given Angela the advantage of being part of a community and she is feeling that support.

Lang has a long history and a formal education in retail and retail management. She’s known since she was in high school that she would eventually want something to call her own, and after working for a vet in Florida, she felt she might go in the direction of pet care.

MEMBER SPOTLIGHT

Lang prides herself on exploring all of the options available to women and minority business owners, but wishes she’d known about them when she opened. She is still exploring her options.

She loves the fact that she is taking care of a part of someone’s family, but admits there are some challenges. One recently came in the form of a tiny kitten born overnight to a boarding cat. Or the time a boarder went under the couch and refused to come out. “Little things, easy to overcome,” Lang laughs. Her positive attitude certainly helps, but she feels like her biggest hurdle will be hiring since right now, it’s just her.

Her business model is not duplicated on the Peninsula and she is enjoying the cache. Owners can choose traditional kennel spaces or a private “apartment” complete with a cat tree and condos. They get time to come out and run around in the play area and web cams allow owners to check up on their feline friends while they are boarding.

As a new member of Retail Alliance, Lang has enjoyed the support of the folks there. She loves the LOVEVA program and knows it will be a great success.

The great thing about The Meow Manor is the peace of mind cat owners have when they leave their kitty. The cats are relieved not to be at a vet. After all, cats need peace of mind and playtime, too, just like their owners!

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The Meow ManorOwners: Angela and Rob Lang

10192 Warwick BlvdNewport News, VA 23601

www.themeowmanor.cominfo@themeowmanor.com

Tel: (470) 588 6369

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14 Retail Angles

LOVEVA UPDATE

LOVE BY THE NUMBERS as of 8/26/15

LOVEVA Users 5,904Transactions 16,667Participating Businesses 401Rewards Earned 976Rewards Redeemed 607Rewards Gifted 8

WE’RE NEARLY 1!In mid October, we’ll be celebrating our first anniversary and we are over the moon that LOVEVA has been such a success with users and businesses.

We’ve held several Rendezvous’ with our LOVEVAs and been out and about at numerous festivals and community events to share the love and raise awareness of this unique program.

They say that the first year of marriage is the hardest. It certainly may be but it’s also been a very rewarding year.

Summer Lovin’ Happened So Fast! Look what happened over the course of two months during summer! Our LOVEVA transactions increased by over 3,700 and 680 new users joined. With our advertising scheduled for the last three months of 2015, we hope to see our downloads increasing even more.

Thank you to Kelly’s Tavern in Suffolk for hosting our August LOVEVA Rendezvous! Mark your calendars for our next Rendezvous to be held at O’Connors in Norfolk.When: Thurs, Sept 17, 2015Time: 5:00 PM – 7:00 PMWhere: O’Connor Brewing Company 211 W 24th St, Norfolk, VA 23517Cost: Free entry and appetizers

There is limited space so RSVP now at bealocalloveva.rsvpify.com.

Come and see us at the following community events in September and October!

September 12 and October 3 at Smithfield Farmers Market in heart of downtown Smithfield from 9:00 AM - 12:00 PM.

Crafted Indie Arts & Craft Market at O’Connor Brewing Company in Norfolk on October 10 from 12:00 PM - 6:00 PM.

Retail Angles 15

DIGITAL: WVEC will conduct an email blast to their 75,000 subscribes including a link to all advertising partners and to bealocalloveva.com.

For Silver level and above, a Targeted Mobile Advertising component is included. When a consumer is within a mile of your store and is browsing one of 1000+ high profile websites and apps (CNN, ESPN, Food Network, etc), your mobile ad will appear on their screen. For Gold level and above, an additional banner ad will be placed on PilotOnline Mobile app directing users to a landing page with participating advertising partners.

Facebook advertising is also included for all levels. A sponsored or Boosted post will feature your 15 second commercial and can be targeted to business city and surrounding area (can be targeted to specific audience if requested).

If you would like to take advantage of these great ad rates, raise awareness of your business and support the buy local cause , please email loveva@retailalliance or call Kylie Ross Sibert on (757) 455 9323.v

Our second round of advertising commences at the end of October 2015 and runs through to December 24, 2015, during the busiest season in retail. We are providing a rare opportunity to be involved in advertising your business on TV and digital at a very affordable rate, while also advocating for the buy local cause and and the LOVEVA program.

The advertising packages have been designed to provide the most bang for the buck for each advertiser. Ask your Membership Development Director for a copy of the packages or visit our website (retailalliance.com). We’ve evaluated the success of the advertising and addressed some of the concerns expressed to us afterwards.

We have streamlined our television stations and concentrated on one station (WVEC Channel 13) with exceptionally high viewership (wide rotation with no overnights). We’ve removed radio advertising and added digital which will provide a much more targeted message on the platform most appropriate to the LOVEVA app.

TV: Each 15 second television ad will feature ONE business, and incorporate a strong call to action to download the app. These spots will be bookended with a program to strengthen the message and keep it top of mind.

LOVEVA ADVERTISING OPPORTUNITIES

With this ad. Not to be combined with any other offer. Expires 10/31/15

With this ad. Not to be combined with any other offer. Expires 10/31/15

$100 OFFWater heater installation

With this ad. Not to be combined with any other offer. Expires 10/31/15

$89Precision tune-up & cleaning

FREE Service call with repair

With this ad. Not to be combined with any other offer. Expires 10/31/15

$49 Safety & efficiency check

Buddy SmithPresident

(757) 215-4473

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Our MissionTo be a trusted resource for the success of local retailers.

838 Granby StreetNorfolk, Virginia 23510Tel: (757) 466-1600Fax: (757) 455-9332www.retailalliance.cominfo@retailalliance.com

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