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Independent Retailer Assessment Program

This document presents the findings from the Independent Retailer Assessment Program conducted by Oklahoma Cooperative Extension Service, highlighting various businesses in Perkins and Yale, Oklahoma. Noteworthy features included great customer service, cleanliness, effective signage, and unique offerings. Each business was evaluated for its strengths, such as friendly staff, quality food, and a welcoming atmosphere. From a quaint drive-in restaurant to a well-stocked discount store, the assessments capture the essence of small-town retail in these communities.

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Independent Retailer Assessment Program

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  1. Independent Retailer Assessment Program Secret Shopper Results Yale & Perkins Oklahoma Cooperative Extension Service Oklahoma State University 2003 Based on a program developed by West Virginia University Extension

  2. What Perkins Business… • Was described as a “cute operation?” • Serves really good apple fritters?

  3. What Yale Business… • Has an owner that is “an example of what a small-town business owner should be like?” • Has pricing for oil and lube that is comparable to other stations? Simpson Automotive

  4. What Perkins Business… • Is an outstanding franchise with great signage and displays? • Is a drive-in restaurant famous for cherry-limeades?

  5. What Perkins Business… • Has a friendly, smiley waitress named Amber. • Is located in a beautifully restored building on Main Street. Prairie's Edge

  6. What Yale Business… • Was surveyed by telephone only? • Has a person that answers the phone with a pleasant voice and is knowledgeable about the local services offered in the community? City of Yale

  7. What Perkins Business… • Has an owner dressed in sports attire—which is very appropriate? • Has an owner experienced in cheerleading and gymnastics? Butterfly Treasures

  8. What Perkins Business… • Is very clean inside and out? • Likes to decorate with an old car theme? Jalopy's

  9. What Yale Business… • Displays parts in groups to make them easier to find? • Has an owner named Fred who is very helpful? Burch's Auto Parts

  10. What Perkins Business… • Is nicely decorated and located on Main Street? • Has nicely tanned and toned associates? Tanline Tan and Tone

  11. What Yale Business… • Has a lot of merchandise that is not crowded—plenty of space? • Has a large range of products from groceries to knick-knacks? ? Discount Store

  12. What Perkins Business… • Is a very clean store? • Uses a train in its logo? Whoo, Whoo.

  13. What Perkins Business… • Had a nice checker at counter #2? • Is in a building that once (many years ago) housed a skating rink? Perkins Food Center

  14. What Yale Business… • Has a clean, pleasant atmosphere with appropriate decor? • Offers a good variety of “accounts” to meet the needs of all types of customers? American Heritage Bank

  15. What Perkins Business… • Calls you by name as you come in? • Sells paint and lumber? Perkins Builder's Supply

  16. What Perkins Business… • Has a great parking lot? • Has a lot of P-T merchandise? SporTee

  17. What Yale Business… • Has a sign with landmark possibilities? • Has really good ice cream? Dairy Hut

  18. What Perkins Business… • Has a pretty good sign on Main Street? • Is located in Pistol Pete’s house? The Chantry House

  19. What Yale Business… • Has an unmistakable sign overhead? • Has a nice, “low pressure” salesperson? Yale Motors

  20. What Yale Business… • Is a store with a salesperson who is very friendly and very knowledgeable about the town? • Gets a lot of business in town? Circle B

  21. What Perkins Business… • Has a “phenomenal” interior? • Is not exactly located where you’d expect to find a gallery? Bah-Kho-Je

  22. What Yale Business… • Is open 10-5 but will stay open other hours if you need to come a different time? • Sells Home Interiors items as well as some antiques? Glory Days Antiques

  23. What Yale Business… • Was easy to find because of large sign on building front? • Has Sue to greet you as you enter the store? Jim and Sue's Discount

  24. What Perkins Business… • Has a large selection—even a few trinkets? • Has great parking for semis? Ampride

  25. What Yale Business… • Has an owner that is “super” and will order items not in stock? • Not only has drug and personal care items, but also has a great selection of gifts and cards? Yale Drug

  26. What Yale Business… • Has a clean office—not a lot of clutter? • Is located inside a fitness center? Yale News

  27. What Yale Business… • Has good visual displays, good pricing and a friendly atmosphere? • Has a “great meat market?” Pope's

  28. What Perkins Business… • Is a nice, clean, new business in town? • Sells bed liners and oil changes? Excel Lube +

  29. What Yale Business… • Used to be downtown, but is now out in the country? • Has an interesting “mug shot” promotion? Yale Cushing Eagle

  30. End of Contest...

  31. What Perkins Business… • Has a nice downtown location? • Advertises on realtors.com? Frontier Realty

  32. What Perkins Business… • Was rated with 9s and 10s in most categories? • Is the next stop you make after visiting Perkins Family Clinic? Perkins Drug

  33. What Perkins Business… • Offers a nice dining experience? • Treat its customers to a Mariachi band? El Mexicano

  34. Dollar General What Perkins Business… • Gave the customer tomorrow’s sale price today? • Sells many things for a “Dollar”?

  35. Room for Improvement? Oh Yeah! • Relating to dust… • Be sure to dust your artificial plants. • Don’t leave dusty merchandise on the shelf. • About answering machines… • If you keep short office hours, you might want to invest in one—you’re probably missing customers. • Keep answering machine greetings short and concise. • While you were waiting… • Do you need a waiting area? • How neat and tidy is your waiting area?

  36. About your employees… • Wearing flip-flops is probably not a good idea. • Neither is sitting on the counter. • Employees should always greet new customers. • Smoking in front of the business/customers is a no-no. • An adult manager always on duty may be a good idea. • Employees that talk bad about the community with each other or with customers are hurting the whole community. • Smiles are contagious. • A friendly salesperson can sometimes redeem an otherwise negative experience.

  37. External Conditions… • Do tree limbs block your sign or store front? • Does your parking lot need paved/repaired? • Would landscaping help the outdoor appearance? • Beer signs in the window send an immediate message. • How well does traffic flow through your parking lot? (Are people parking where traffic needs to flow?) • Faded/tattered awnings are not attractive. • Could your store use a fresh coat of paint? • Do you have old, faded signs/posters hanging on your front door and windows? • Trash cans by the front door are not real attractive.

  38. About your sign… • Is your sign faded or in need of repair? • Some signs could be improved by washing. • Do you have a sign actually on your building/store front? • Are yard signs placed strategically? • Are your signs in a “wacky” spot? • Do parked cars tend to block your signs? • Do you need signs to indicate parking? • Does your signage indicate what you do or what your business is? • Is your phone# or website shown on any of your signs? • If you can arrange it, a sign on the “main drag” is helpful. • Handwritten signs??????

  39. Internal (In-Store) Conditions… • Pets in the store may cause problems. • Please maintain adequate climate control. (No saunas, please.) • Could blinds on a window help keep out bright sun? • Crowdedness is not appealing. • Are restroom signs noticeable? • Dim lights can give a dingy look to the store. • Carpeting can lend a feeling of coziness lacking in concrete floors. • Do customers know what they are supposed to do when they enter your business? • What is playing on your business’s TV or radio?

  40. About store hours… • Please post your hours—especially if they are unusual. • If you’re open 8-5 you’re catering to the retired and the unemployed. • If you have it posted that you’ll be there, BE THERE!

  41. About the Internet… • Almost anything can be sold on the Internet. • Anything can be advertised on the Internet. • If you have a website, POST IT EVERYWHERE. • If you are involved with a second party website, make sure they are treating you right.

  42. About Merchandise and Prices… • Prices can be too low. • It is possible to overstock. Know what sells. • Again with the dusty merchandise. • Customers don’t like to be crowded. Limit stocking in the aisles. • Don’t make displays out of stuff everyone already buys. Give shoppers ideas they might not have had otherwise by creating unique displays/merchandise. • People appreciate posted prices—service-related businesses sometimes forget this. • Do what you can to draw attention to your sales. • Broken/damaged merchandise should be removed. • If you don’t have it, can you order it?

  43. A wonderful store in 1920… Hopefully, none of this merchandise is still in our stores.

  44. The really hard stuff… • What do the buildings around you look like? • Do you fit in? • Do they fit in? • Does the business next door or across the street take all your parking? • How much better would your business be if you were on the “main drag”? • Would signage on the “main drag” help? • Is your store/building/office big enough? • Hours of operation. • Are you wheelchair accessible?

  45. Miles Building Before Renovation After Renovation

  46. Thanks!

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