• Things Retailers Should Not Do

We talked about some of these "things" before.

1. Don't require minimum credit card purchases.

I understand that credit card fees are higher than you would like them to be. I just don't like going into a store that has a large sign indicating that they have a $10 or $25 minimum purchase when using a credit card.

It is just a negative for the store. I understand that having someone using a credit card to purchase a $1 candy bar is a little nervy and obnoxious. I believe that you will find that eliminating the sign and allowing credit card purchases of any size will actually increase both your gross and net income.

2. Don't put negatives into your ads.

I found a dentist that used my suggestion about co-marketing with other area businesses. This dentist placed an ad in the form of a really nice 5 X 7 glossy in a local deli. Someone purchasing a sandwich can pick up the glossy card advertising "Aesthetic and Implant Dentistry."

I'm not sure how much business the dentist will pick up by advertising in the deli. I did notice that the flip side of the really nice 5 X 7 glossy states, "There is a $75 Charge For Each Missed Appointment." Why would a dentist advertise a $75 missed appointment charge for customers who are not yet patients? It's just bizarre.

3. and finally, Macy's.

I refuse to shop at Macy's due to their coupons (which I mentioned last week).

Why issue a coupon if you really don't want people to use it? If you search Google for Macy's Coupon Complaints, you'll find lots of them. Macy's is really turning off lots of potential buyers due to their misleading or at least difficult to follow coupons.

This week's coupon offers $10 Off Your Purchase of $25 or More. The $10 Off section of the ad takes up about 1/8 of the size of the coupon. The exceptions take up more than 1/2 of the size of coupon.

Specials and super buys are excluded (whatever that means).

You can only use the coupon for Sale & Clearance Items. I guess that means it can't be used if the item is not on sale.

You cannot use the coupon to buy furniture, mattresses, floor covering or rugs. I am not sure why these items would be excluded since they tend to be high priced items. Why would Macy's exclude a $10 coupon on a $1500 couch?

You cannot use the coupon to purchase jewelry trunk shows (whatever that is), cosmetics or electronics.

You cannot use the coupon on previous purchases. I can get a refund on an item that I purchased yesterday and repurchase it on a sale day.

You cannot redeem your coupon for cash. I am not sure how many people have tried to cash in a coupon for cash, but Macy's makes it clear that you can't do that.

You cannot use your coupon to purchase a gift card. I can understand this stipulation.

You get the point. If you are using a coupon, make it nice and simple.

• How To Create A Coupon

People love coupons.

The perfect coupon is one that customers use. Coupons that do not translate into sales are worthless. Coupons are ideal for when you do not or cannot run store-wide sales because coupons serve as "mini sales" campaigns to promote a product, brand, or service.

34% of all in-store coupons distributed inside retail stores get redeemed.

Coupons can be used to direct customers to the merchandise that you would like to push out of your store. Coupons can help people return to your store by offering coupons that can be used on a specific day.

Your coupons should be interesting and fun.

For tips on creating coupon campaigns for your customers, go to:

http://womeninbusiness.about.com/od/marketingstrategiestips/a/creating-coupons-tips.htm

For tips on designing coupons, go to:

http://womeninbusiness.about.com/od/marketingstrategiestips/a/design-coupons.htm

Cyberguys offers a FREE 160-page catalog with stuff of interest to every computer owner. Ten years ago, there were tons of computer, parts and accessory catalogs. Cyberguys is one of the few remaining companies that still publishes a print catalog.

It is full of lots of good stuff including large-print keyboards, space saving keyboards, keyboard vacuum cleaners, every type of cable and adaptor, power strip liberator cords, tool kits, flash drives, extended range wireless connectors, speakers, headphones, CD and DVD carousels and ...whatever...they have it.

One of my favorites is the power strip liberator. If you use any type of UPS (Universal Power Supply) or power strip, you have problems with those block plugs that take up more than one space or outlet on your power strip. Using the $3.29 liberator, you can neatly place your bulky power adapters on the side and free up an outlet.

The CD and DVD carousels ($125) allow users to hold up to 150 CD's or DVD's and allows the user to select and execute any of the CD's or DVD's within 31/2 seconds. It works via a USB port. You can stack up to 127 carousels allowing you instant access to over 19,000 CD's or DVD's.

The catalog is FREE or browse the web site at:

http://www.cyberguys.com/