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Shoplifting On The Rise

Shoplifting didn’t end with the 2005 holiday season. Unfortunately for retailers, shoplifting is on the rise according to a recent study by the University of Florida. The study also found that although employee theft is slightly down, it still accounts for the largest single source of inventory shrinkage. Since dishonest employees and shoplifters tend to go the path of least resistance, even small retailers might be wise to invest in technology to prevent theft. Two ideas: digital video recording systems and public view monitors.

Campaign Trail

When planning your promotions to kickoff the new year, look at the big picture. Advertising alone won’t draw new customers. Direct mail by itself isn’t enough to entice new clients. Instead you need to plan and budget for a mix of promotional activities. Put each of these marketing tactics into your promotion campaign:

• Advertising (newspapers, trade journals, billboards, etc.)

• Direct mail (coupons, newsletters, postcards, etc.)

• Publicity (press releases, free events, etc.)

• Direct, personal selling (networking, sales calls, cold calls, etc.)

• Online marketing (search engines, banner ads, etc.)

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