Company Stores 101 - A Cyber-Seminar

(click here for a PDF version of this file)

A company store can enhance your organization's marketing program. This is a toolkit of insider's tips and techniques for Company Store managers. It offers plenty of how-to and a bit of philosophy. As you can see from the following Table Of Contents - it's organized into ten chapters - with plenty of sidebars and links to related material.

There are two kinds of Company Store. Most brand-intensive organizations - corporate and nonprofit - need at least one of them. To get the most value from this Cyber- Seminar you must know the differences, similarities and missions of both kinds of Company Store. That information follows the Table of Contents.
 

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Company Stores 101 - A Cyber-Seminar
Retail Company Store
  • is primarily a marketing tool
  • is positioned as a customer/constituent service
  • sells mission-related items including branding items imprinted with your logo
  • sells individual items or small orders to customers
  • is an especially effective marketing tool for brand intensive corporations and for high profile nonprofits, affinity groups and advocacy organizations.
Extranet Company Store & Supply Depot
  • is an in-house service to your organization
  • is password accessible only to those who order items for marketing and promotional activities
  • fills most orders for bulk quantities
  • is especially effective for national nonprofits with local chapters and for national corporations with large labor forces and geographically disbursed sales and service centers.
  • can leverage inventory through special orders.
Both Kinds Of Stores - Retail and Extranet - have these similarities.

They are both brand-intensive marketing operations. They have high visibility and offer high impact services. Consequently, they can't afford to disappoint clients and customers. Both kinds of store must be mounted on a top quality shopping cart backed by superior systems and excellent customer service.

In their merchandise assortment they both feature marketing products imprinted with the organization's logo and branding messages. To maximize customer satisfaction and control investment each kind of store maintains core merchandise, called Staple Goods Inventory, in stock on a never-out basis.

Either kind of store can outsource some or all of its functions to specialized service providers. The organization which has both stores can achieve great economy and control through servicing the store through an essentially common inventory.

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Last Update: 07/16/04