Aug 22, 2009

Retailers entertaining new ideas to spark salesBy Tyrone RichardsonMCall.com

Lisa O’Brien, owner of Underwired vintage clothing store in downtown Bethlehem, is focusing on keeping her prices reasonable and getting to know her customers by name as she tries to make it a personal experience in her shop.

Urszula Abolik, owner of Amber Connection fashion boutique on Hamilton Boulevard in Allentown, hosts events such as belly dancing demonstrations and recitals to draw a crowd with the hope they return to purchase some of her store’s goods.

In the midst of one of the toughest economic climates since the Great Depression, retailers have been parched for profits as cash-strapped consumers continue to curb spending.

The lack of profits have sent some retailers like Reading-based department store chain Boscov’s to file for bankruptcy protection last year and others going out of business like the nation’s second-largest electronics retailer, Circuit City, and mall toy store chain KB Toys.

Surviving the tough climate has forced some retailers into consolidation of operations, store closures, layoffs, in addition to balancing a concept of enticing consumers with budget-friendly ideas like deep discounts, deferred payments and layaway plans.

With the retail industry more competitive and customers more scarce, Underwired and Amber Connections are among some merchants pushing the entertainment end of shopping to draw a sale at a later date.

“To maintain viability during these tough times is to stay with the customer no matter what,” said Charles Marinello, chief executive officer of Retail Initiatives Consulting Group in Allentown. “If the consumer is having financial difficulties you have to be cognizant of that and find ways to make it easier for them, that being layaway programs and similar (methods).”

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