pcAmerica Newsletter #343 November 17, 2009




*** To see previous pcAmerica Newsletters, go to:




Counting Store Traffic

Catering To The Recession Mentality

Crystal Ball Room: Psychics, Tarot Card Readers Profit in Tough Economy

The 100 Things Restaurant Staffers Should Never Do

Contacting pcAmerica



  • Counting Store Traffic

Do you count your store traffic?


Most retail stores have comparative sales data. Comparative sales data is affected by day of the week, number of weekends in a particular month, proximity to the holidays, weather and other extraneous factors.


The larger stores and chains count store traffic. They track hourly traffic statistics. How many people come into your business per hour? Per week? Per month? You can use the data to schedule personnel. You can use the data to calculate your retail sales per person entering your store.


A store traffic counter is a great assessment tool for your business.


You can purchase a store traffic counter for as little as $209.95 at:




This model is actually a store traffic counter and annunciator. That is, it can be set to alert you when a customer enters your store.


I know nothing about the company that sells this product nor have I actually seen or evaluated this product. I offer the link to you as an example of an inexpensive traffic counter that you may want to consider.


You can purchase all types of store traffic counters with varying degrees of features. Many traffic counters can be attached to a computer where you can compare hourly, daily, weekly, monthly, yearly data and examine charts comparing them to your sales data.


If you are thinking about buying an established store, counting hourly traffic is a good way of estimating the validity of the sales data that you may be given. If you are comparing two store locations, it would be nice to measure exactly how much traffic passes each location during a given time compared to the rent that you are being asked to pay.


If you are trying to negotiate a rent decrease, you can offer your landlord statistics on your store traffic compared to previous periods of time.


What are your sales figures per person who enter your store? Perhaps your employees can help increase that ratio.


You can find store counters for as little as $99 or pay in the thousands for a real sophisticated store counter. Larger chain stores know everything. They can tell how many people walk past certain sections of the store. Quantifying the data allows retailers to negotiate more money for endcaps appearing in the most heavily trafficked areas of the store. 


To learn more about traffic counters, search Google for store traffic counter.


For a real good store traffic counter education, go to:




Trax Sales sells many sophisticated traffic counting systems that interface with computer and point of sale systems. According to Trax Sales, "if you can measure something, you can improve it." If you visit their website and contact Trax Sales, they will show you how to improve your sales using a traffic counter. Get a FREE four minute video showing you how to improve your sales with Traffic Trax



Traffic Trax



  • Catering To The Frugal Consumer

Catering to the frugal consumer is the new game in town.


The primary goal of retailers is to increase profits. You can increase sales or profits without getting more traffic to come into your store.


Walmart is doing it by offering value. They recently unveiled a list of 100 toys available for $10. Burger King is offering a $1 double cheese burger. McDonald's has a new $1 menu. Campbell Soup recently reduced the price on its V8 beverages from 2 for $6 to 2 for $5.


Not everyone is reducing prices. It's all about showing value. Clorox Co. is keeping its price steady but offering a new, improved garbage bag that grips the top of the garbage can.


Can Burger King make a profit on its $1 double cheese burger? Not too much but almost everyone who purchases that burger also buys high profit items such as French fries and a beverage. A good many add bacon or purchase larger, more profitable burgers or salads.


Many retailers and restaurants are seeing an improvement in sales. Those retailers and restaurants that are thriving are those who can figure out the right mix of profit and value. Many retail stores and restaurants have closed due to the recession. The positive note is that those who have remained have less competition and have figured out the system. Right now, it's about offering customers value. Value does not necessarily mean offering your customers a discount. People want to know that they are getting a good value for the dollars that they are spending.


Read about Catering to the Frugal Consumer at:





The Frugal Consumer



(You must have a subscription to the online Wall Street Journal to read the entire article above. You may request a copy by writing to me at hgosman@pcamerica.com)



  • Crystal Ball Room: Psychics, Tarot Card Readers Profit in Tough Economy

"Fortune-tellers, tarot card readers and psychics are reporting an uptick in business during the current economic downturn as people look for guidance, employment advice and a window into their personal economic future."


I am thinking that it is best for me to not comment about this article. So, here's the link:





Crystal Ball Room



I do have one comment. I am betting that if you add a Psychic or Tarot Card Reader to your retail store or restaurant, you will draw a crowd.



  • The Hundred Things Restaurant Staffers Should Never Do

This list comes from The New York Times.


1. Do not let anyone enter the restaurant without a warm greeting.


2. Do not make a singleton feel bad. Do not say, "Are you waiting for someone?"


3. Never refuse to seat three guests because a fourth has not yet arrived.


4. If a table is not ready within a reasonable amount of time, offer a free drink.


5. Tables should be ready without anyone asking. Fix it before guests are seated.


8. Do not interrupt a conversation for any reason, especially to announce specials. Wait for the right moment.


12. Do not touch the rim of a water glass.


18. Know before approaching a table who has ordered what. Do not ask, "Who's having the shrimp?"


39. Do not call a woman, "Lady."


46. Do not acknowledge one guest over and above any others. All guests are equal.


50. Do not turn on the charm when its tip time. Be consistent throughout.


57. Bring the pepper mill with the appetizer. Do not make people wait or beg for the condiment.


68. Do not reach over one guest to serve another.


That's a smattering of the list. To see the first 50 things restaurant staffers should never do go to:




To see the remaining 50, go to:





Restaurants Should Never Do, Part 1



Restaurants Should Never Do, Part 2



Contacting pcAmerica



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