RETAIL THERAPY 2008 – QUESTIONS AND ANSWERS

What is Retail Therapy 2008?

• A new approach to summer fundraising created for the AIDS Support Group of Cape Cod (ASGCC). The Retail Therapy program raises funds for ASGCC and benefits your business in two ways – it drives traffic into your store and encourages customers to spend more.

How does it work?

• It’s simple. All you have to do is sign up to be part of Retail Therapy. Then you select how often you want to participate.
• The ASGCC will sell colorful ID bracelets that are valid for a specific week during the summer.
• The bracelets are sold for $10 and ALL proceeds go to the ASGCC. The bracelets – the same type commonly used in nightclubs – are dated and color-coded to prevent them from being transferred or re-used.
• As a participating merchant, you agree to give customers wearing a valid bracelet a 10% discount.
• With their bracelets, shoppers are given a “Retail Therapist Guide” that lists you as a certified “Retail Therapist” and lets customers know when your business will be participating. In addition, we will provide your business with posters that can be displayed in your window – making it even easier for customers to find you!

It sounds like a great idea. But isn’t it complicated?

• Retail Therapy is designed to be very simple. All you have to do is sign up and choose your dates. That’s it. There’s no additional record-keeping required. The only thing you need to do is ensure that you have enough staff to handle all the customers.
• Remember, you are simply giving customers a discount at the time of purchase. You are not giving part of your revenue to the ASGCC.
• The ASGCC will supply EVERYTHING you need to make the program a success for your business – the bracelets, the shopping guides and the posters for your store.

How will my staff know when we are participating? This really needs to be simple.

• Of course. Once you select your dates, we will provide you with a chart that you can keep by register. The chart will list the dates you are participating and what the color code of each week is.

I’m glad that I can help ASGCC. But how do I benefit?

• Your store, restaurant or bar is filled with customers on vacation –people who are already more likely to spend money. Once they become aware of what you are doing to help such a worthy cause, they’re likely to think like this: “Since I’m getting a discount, I may as well get something else. Besides, it’s for a good cause.” So in addition to increased traffic, the shoppers in your store will be more likely to make multiple purchases.
• More and more research shows that shoppers, particularly gay and lesbian shoppers, are more likely to buy from businesses who give back to causes that are important to them. So even if you are not participating during a specific week, the poster that lists your store as participating “Retail Therapist” remains in your window – reminding all shoppers that you’re giving back to the community.
• Quite simply, it’s an easy way to get good public relations and build a loyal base of customers – customers who feel good about spending money at your business.

Ok, this makes sense. But will people actually want to wear the bracelets?

• The ASGCC will offer to affix the bracelets around the wrists of people when they purchase the bracelet. However, because the bracelet is color-coded and dated, shoppers can simply carry them around in their wallets, backpacks, purses or pockets!

How do I select the dates I want to participate?

• To keep things as simply as possible, we suggest that you choose one or two weeks a month.
• To maximize traffic and sales, we suggest that all merchants participate during the most popular weeks of the summer – July 4, Carnival Week, and Labor Day.
• Because summer is just about here, we need you to choose your dates ASAP!

Why not just give 10% off all summer?

• Put yourself in the shoes of your customers. When people “hit a sale,” they are more likely to buy at that time and spend more. If everything in your store is 10% off all summer, people have less motivation to buy right then and there.

Can I require a minimum purchase or other condition?

• “Retail Therapy” was designed to be fun and simple for shoppers and businesses alike. While we discourage adding minimum charges or other terms and conditions, we understand that a few merchants may require that flexibility. As the vast majority of participants will be offering a simple 10% discount, we strongly suggest that you keep conditions minimal, simple and clearly-displayed.

• In addition, you should be aware that the marketing group who helped up create “Retail Therapy” strongly discourages adding conditions to purchase.

How will customers know when I am participating?

• In addition to the Retail Therapists Guide for shoppers, your business will receive a double-sided window sign that reads “The Retail Therapist Is In” on one side (for times when you are participating). When you are not participating, simply flip the sign over to the other side – it reads “The Retail Therapist Is Out”.

I still have a question. Who can I contact?

• Simply contact Pat Fecher by phone at 508 487 9445 ext 33 or by email at fecher@asgcc.org.

© 2008 AIDS Support Group of Cape Cod