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How to Make a Single Mall Kiosk In to a Multi

Among the bigger mistakes we have seen new entrepreneurs and startup businesses make is to try to hit a house run right out of the box. My experience with the days after i played baseball, as well as in building a solid business foundation, is that when purposely looking to hit home runs, you always strike out. The homer usually comes whenever you just try to make contact with ray ban 90% off the ball and set it in play.

My consumer product marketing consulting firm counsels dozens of entrepreneurs each year. Very often, these admirable, ambitious go getters are driven to be as big as they can be, as quickly as they can be. Our advice to lay a strong foundation, test market, re test market, change marketing ways to insure feasibility and secure oakley sunglasses outlet a reliable of product life often costs naught. These hard chargers want to see product in big box retailers as fast as possible. There are many other, more sensible ways, to reach lofty goals.

Just about the most mundane sales channels that could be taken to succeed is cheap ray ban sunglasses uk the basic shopping mall kiosk. The kiosk provides a wonderful platform show them consumers to services and services. These open air stores are inexpensive to rent, easily merchandised and discovered right in the main traffic aisles of the mall. Customers do not have to walk into stores to cheap ray ban wayfarer shop, they simply must pass kiosk to maneuver through the venue. The chance to have product demonstrated to get a constant flow of clients makes the kiosk a superbly logical tool to check new concepts.

They're not considered sexy. But kiosks are efficient and is exceedingly profitable. They are also among the best possible routes to consider to leverage an item from local, to regional, to national, and perhaps international sales distribution. The 1971 example of a Miami optometrist offers an enlightening instance of the potential that kiosk sales can offer to online companies.

Samuel Ziff was a practicing optometrist in 1971. He felt that the sunglass product category, which has been ray ban sale very strong in his South Florida based practice, was not sufficiently well merchandised in the available retailers during those times. Dr. Ziff decided to highlight the category, add a wider selection, styling and services and concentrate on sunglass sales only. He chose a Miami mall and rented among the first mall kiosks to provide his wares. The kiosk was branded Sunglass Hut immediately exploded and exceeded expectations. Dr. Ziff and the family decided to expand and started to open additional kiosks round the state of Florida. Gradually, as profits grew, Sunglass Hut began moving from kiosk locations to fixed store spaces.

In 1986, after opening the 100th location, the Ziff family sold 75% in the Sunglass Hut business with a private investment group. It partner enabled the Sunglass Hut to aggressively expand across the United States, Europe and eventually into the Indian and duty free store marketplace.

In 2001, Sunglass Hut was sold on the Italian luxury eye frame design house Luxottica. The modern owners had recently purchased Cincinnati based Lens Crafters, the largest chain of eyeglass retailers on the globe. The combination of Luxottica, Sunglass Hut and Lens Crafters designed a fashion and retail powerhouse that dominates the world of fashion frames.

Today the retail colossus which includes Sunglass Hut sells frames from Chanel, Ralph Lauren, Burberry, Oakley, Ray Ban, Gucci, Bulgari and many other high fashion houses. Sunglass Hut is among the most recognizable brands in the retail universe. This classic American success story emanated from just one mall shopping cart solution. Samuel Ziff started small, proved his sales model, reinvested in expansion and built the initial fashion retailer devoted solely towards the sale of sunglasses. This is the very viable online marketing strategy that many other entrepreneurs should think about.

Geoff Ficke is a huge serial entrepreneur for up to 50 years. As a small boy, earning his spending money doing odd jobs in the neighborhood, he learned the price of selling himself, offering service and cost for money.

Geoff Ficke and his consulting firm, Duquesa Marketing, Inc. He is a Senior Fellow at the Page Center for Entrepreneurial Studies, Business School, Miami University, Oxford, Ohio.

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