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From the editor POINT OF VIEW Welcome to the first electronic edition of To the Point. Quite fittingly, this streamlined, quick-reading newsletter is timed to coincide with one of the busiest periods of the year — the annual festive rush.Or so one would hope, considering the gloomy predictions of the doomsayers in the retail industry. While economists may differ on the depth and possible duration of the global downturn, most industry experts would agree that the one thing retailers should NOT do in these times is to simply lay low and wait for better days. Though there can be no wishing away of the stark reality, action is what’s needed right now. Putting measures in place to improve performance can minimize the likelihood of a deep plunge in sales. Whether these interventions include an increase in promotions, more targeted or broader marketing, reaching a greater number of customer touch points through electronic channels, a better in-store experience or a combination of all of these, your pro-activity is what will tide you over and prepare you fully for claiming your share of the inevitable upturn ahead. Wishing you all the best for the season. Jewel Harris
Editor
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 Keep an eye on holiday crime Ironically, the season for giving has also become the one for taking – illegally. Retail theft typically peaks during the festive season, especially when times are tough. Read how not to become a victim.
 Nine proven techniques
for sales success in a
budget-conscious season When the going gets tough, the pros get clever. Common sense will see you shine — if you follow these simple tips. Read more.
Are you letting customers slip through your fingers? They came. They saw. They bought. But will you ever see them again? Make sure you do, by capturing their details for follow-up sales. Here’s how.
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