1 00:00:01,001 --> 00:00:03,584 (upbeat music) 2 00:00:04,500 --> 00:00:06,200 - Hi and welcome to SmartFem and Friends. 3 00:00:06,200 --> 00:00:07,470 I'm your host Lea Woodford. 4 00:00:07,470 --> 00:00:10,800 And with me today is billion dollar brand maker, 5 00:00:10,800 --> 00:00:12,500 Linda Johannsen-James. 6 00:00:12,500 --> 00:00:14,070 Linda, welcome to the show. 7 00:00:14,070 --> 00:00:15,050 - Well, thanks for having me. 8 00:00:15,050 --> 00:00:16,320 - Oh, I'm so excited, 9 00:00:16,320 --> 00:00:17,950 can we just dive right in? 10 00:00:17,950 --> 00:00:19,580 - Yes, we can. - Okay. 11 00:00:19,580 --> 00:00:22,250 You know there has been a rumor going around 12 00:00:22,250 --> 00:00:24,190 that retail is going away, 13 00:00:24,190 --> 00:00:28,450 and my theory is it's not going away it's changing. 14 00:00:28,450 --> 00:00:29,283 - Exactly. 15 00:00:29,283 --> 00:00:30,250 - Can we talk about that a little bit? 16 00:00:30,250 --> 00:00:31,970 - Yeah, would love to. 17 00:00:31,970 --> 00:00:35,450 You know I've been in retail for 24 plus years, 18 00:00:35,450 --> 00:00:39,640 and, you know I spent most of my time in shopping malls. 19 00:00:39,640 --> 00:00:42,560 And I told my husband right from the very beginning, 20 00:00:42,560 --> 00:00:44,300 when we had American Kiosk Management, 21 00:00:44,300 --> 00:00:46,907 I said, "Listen honey, one or two things has to happen. 22 00:00:46,907 --> 00:00:49,797 "We have to not let me go into malls all the time, 23 00:00:49,797 --> 00:00:52,245 "because I'm spending more than I make." 24 00:00:52,245 --> 00:00:53,770 (laughs) 25 00:00:53,770 --> 00:00:56,936 Shopping, I'd come home with like 30 pair of shoes. 26 00:00:56,936 --> 00:00:57,769 - Shoes. 27 00:00:57,769 --> 00:00:58,740 - I know, shoes. - Oh my God. 28 00:00:58,740 --> 00:01:01,610 - But listen, 80% of people still are shopping 29 00:01:01,610 --> 00:01:02,790 in brick and mortar stores 30 00:01:02,790 --> 00:01:04,880 and still going into shopping malls. 31 00:01:04,880 --> 00:01:05,940 It doesn't seem like that, 32 00:01:05,940 --> 00:01:07,430 because also you hear about now 33 00:01:07,430 --> 00:01:09,620 is all the stores that are closing. 34 00:01:09,620 --> 00:01:11,570 You hear about Amazon and all the people 35 00:01:11,570 --> 00:01:13,560 that are purchasing on Amazon. 36 00:01:13,560 --> 00:01:15,770 But what we have found, being retailers 37 00:01:15,770 --> 00:01:18,480 and helping people to launch into retail, 38 00:01:18,480 --> 00:01:22,230 is you just have to, you have to change your business model. 39 00:01:22,230 --> 00:01:24,770 People, especially the younger generations, 40 00:01:24,770 --> 00:01:27,200 the generation Z and X, 41 00:01:27,200 --> 00:01:29,830 they have found that more than the millennials, 42 00:01:29,830 --> 00:01:31,957 and us baby boomers, 43 00:01:31,957 --> 00:01:33,790 they want that experience. 44 00:01:33,790 --> 00:01:35,770 They want to go into a shopping mall, 45 00:01:35,770 --> 00:01:38,980 and it's all about customer service. 46 00:01:38,980 --> 00:01:41,710 So, we have always really believed 47 00:01:41,710 --> 00:01:44,150 in providing the best customers service. 48 00:01:44,150 --> 00:01:47,100 But they not only want that, but they want experiences, 49 00:01:47,100 --> 00:01:49,237 and they want us to be able to mirror 50 00:01:49,237 --> 00:01:52,500 the same pricing that they can get it for online. 51 00:01:52,500 --> 00:01:55,170 - Well don't you think it's kind of funny that, you know, 52 00:01:55,170 --> 00:01:57,510 the big A, the big threat Amazon. 53 00:01:57,510 --> 00:01:58,343 - Yes. 54 00:01:58,343 --> 00:02:00,900 - Amazon now, first of all they started with books, 55 00:02:00,900 --> 00:02:02,020 now they have bookstores. - Yes. 56 00:02:02,020 --> 00:02:04,500 - Brick and mortar, bookstores. 57 00:02:04,500 --> 00:02:08,010 So I think they are realizing too, 58 00:02:08,010 --> 00:02:11,390 that brick and mortar, you can't take that away. 59 00:02:11,390 --> 00:02:12,630 People want tangibility. 60 00:02:12,630 --> 00:02:15,040 - Well it's called omnichannel, you know, 61 00:02:15,040 --> 00:02:18,070 you have to provide your consumer 62 00:02:18,070 --> 00:02:20,010 with they way that they wanna buy. 63 00:02:20,010 --> 00:02:22,320 Now I look at myself, I'm a retailer, 64 00:02:22,320 --> 00:02:26,090 I feel tremendously guilty, if I don't buy everything 65 00:02:26,090 --> 00:02:28,090 that I have, in a store right? 66 00:02:28,090 --> 00:02:29,490 - Right. 67 00:02:29,490 --> 00:02:30,650 - I wanna support retail. 68 00:02:30,650 --> 00:02:32,630 But I also now that if I need something 69 00:02:32,630 --> 00:02:34,400 and I can't run to the store, 70 00:02:34,400 --> 00:02:36,840 that I wanna be able to buy it online. 71 00:02:36,840 --> 00:02:39,080 But what's really curious to me is that, 72 00:02:39,080 --> 00:02:40,970 and I've seen it first hand by the way, 73 00:02:40,970 --> 00:02:45,970 where people come in and it's one price at the store, 74 00:02:46,850 --> 00:02:50,310 and then, they look it up online and it's less expensive. 75 00:02:50,310 --> 00:02:52,320 Years ago, you used to be able to get away with that. 76 00:02:52,320 --> 00:02:54,920 We did with brands that we sold to before, 77 00:02:54,920 --> 00:02:56,480 you could justify, 78 00:02:56,480 --> 00:02:59,610 because people didn't wanna give their credit card online, 79 00:02:59,610 --> 00:03:02,600 shipping and handling you had to, you know you had to take, 80 00:03:02,600 --> 00:03:04,520 you know, think about that as well. 81 00:03:04,520 --> 00:03:07,320 But today, you could come up to me 82 00:03:07,320 --> 00:03:10,880 and if I'm changing 10 or $15 more 83 00:03:10,880 --> 00:03:13,140 than what I'm selling it for online, 84 00:03:13,140 --> 00:03:14,707 they literally take their phone and say, 85 00:03:14,707 --> 00:03:16,960 "I want this price." 86 00:03:16,960 --> 00:03:18,810 - Wow, smart consumers. 87 00:03:18,810 --> 00:03:19,700 - They are smart. 88 00:03:19,700 --> 00:03:21,330 Well think about it, we google everything. 89 00:03:21,330 --> 00:03:22,761 - We do google everything. 90 00:03:22,761 --> 00:03:23,594 (laughs) 91 00:03:23,594 --> 00:03:26,200 And it's shocking to me 92 00:03:26,200 --> 00:03:31,200 that so many of the big box brands stores really failed to, 93 00:03:31,890 --> 00:03:35,553 it feels like they didn't really follow the consumer. 94 00:03:37,101 --> 00:03:37,934 - Well look at Macy's, 95 00:03:37,934 --> 00:03:40,820 they just announced closing 26 stores. 96 00:03:40,820 --> 00:03:42,335 Well think about it, 97 00:03:42,335 --> 00:03:45,000 I think where the challenge is 98 00:03:45,000 --> 00:03:47,750 is first of all that they're not listening to the consumer, 99 00:03:47,750 --> 00:03:51,870 but secondly, they don't really understand you and I, 100 00:03:51,870 --> 00:03:55,220 so when we had Proactiv 101 00:03:55,220 --> 00:03:58,750 and we were operating 500 staff locations 102 00:03:58,750 --> 00:04:00,480 and automated retail, 103 00:04:00,480 --> 00:04:04,040 we took the time to understand what the consumer was buying 104 00:04:04,040 --> 00:04:06,720 and then we built our loyalty program 105 00:04:06,720 --> 00:04:09,340 around what the consumer wanted. 106 00:04:09,340 --> 00:04:11,840 So Lea think about it, when was the last time 107 00:04:11,840 --> 00:04:15,450 you went into Nordstrom's, you bought something 108 00:04:15,450 --> 00:04:17,080 and then the next time you heard from them 109 00:04:17,080 --> 00:04:17,937 and in an email said, 110 00:04:17,937 --> 00:04:19,987 "You know what, Lea, thanks so much for stopping in 111 00:04:19,987 --> 00:04:21,617 "and buying that beautiful pink shirt. 112 00:04:21,617 --> 00:04:24,139 "By the way, we have another brand." 113 00:04:24,139 --> 00:04:25,030 - Never. 114 00:04:25,030 --> 00:04:26,220 - Have you ever gotten an email like that? 115 00:04:26,220 --> 00:04:27,200 - Never. 116 00:04:27,200 --> 00:04:29,610 - Now does it not irritate you when you get an email 117 00:04:29,610 --> 00:04:31,730 telling you about the men's yearly sale? 118 00:04:31,730 --> 00:04:32,660 - Yes. 119 00:04:32,660 --> 00:04:34,530 - Because I'm like, but I'm not a man. 120 00:04:34,530 --> 00:04:35,463 - I'm not a man. 121 00:04:36,370 --> 00:04:38,380 - And what if you got a customized email? 122 00:04:38,380 --> 00:04:41,030 What if you got a customize email from the retailers? 123 00:04:42,210 --> 00:04:46,260 I firmly believe that God helps those who help themselves. 124 00:04:46,260 --> 00:04:50,100 And in retail, the retailers that refuse to change 125 00:04:50,100 --> 00:04:51,956 because this is the way we've 126 00:04:51,956 --> 00:04:53,600 always done it. - Always done it. 127 00:04:53,600 --> 00:04:54,510 - You know. 128 00:04:54,510 --> 00:04:56,163 They're gonna be the ones who are gonna keep closing stores, 129 00:04:56,163 --> 00:04:57,970 they're gonna keep going away. 130 00:04:57,970 --> 00:05:00,860 And the brands that actually listened to the consumer, 131 00:05:00,860 --> 00:05:04,280 that provide an omnichannel experience 132 00:05:04,280 --> 00:05:07,940 and that take care of their customers, 133 00:05:07,940 --> 00:05:09,340 they're gonna be around forever. 134 00:05:09,340 --> 00:05:11,690 - Well, let me just walk this back. 135 00:05:11,690 --> 00:05:13,860 This is my theory and you can tell me. 136 00:05:13,860 --> 00:05:16,570 I think a lotta these big brand stores 137 00:05:16,570 --> 00:05:19,140 looking at their board, they're all men. 138 00:05:19,140 --> 00:05:19,973 - Yes. 139 00:05:19,973 --> 00:05:23,350 - And they're trying to reach the female target consumer, 140 00:05:23,350 --> 00:05:25,150 the largest, the woman, 141 00:05:25,150 --> 00:05:27,980 the U.S woman has the largest consumer. 142 00:05:27,980 --> 00:05:29,744 We're the largest consumer base-- 143 00:05:29,744 --> 00:05:30,577 - Yes. 144 00:05:30,577 --> 00:05:34,864 - In the world, in the world and yet these guys are making 145 00:05:34,864 --> 00:05:38,830 our buying decisions for us and how we buy, how we shop. 146 00:05:38,830 --> 00:05:39,840 - That's right. 147 00:05:39,840 --> 00:05:41,612 And it's crazy. 148 00:05:41,612 --> 00:05:42,730 And listen, I have to tell you 149 00:05:42,730 --> 00:05:46,260 that in my industry, doing specialty retail, 150 00:05:46,260 --> 00:05:49,470 so doing carts and kiosks and automated retail 151 00:05:49,470 --> 00:05:53,350 and pop-up stores, the women in my industry, 152 00:05:53,350 --> 00:05:56,513 the specialty leasing managers and the leasing managers, 153 00:05:57,510 --> 00:06:00,660 they're probably 90% women, 154 00:06:00,660 --> 00:06:03,750 and they have been instrumental 155 00:06:03,750 --> 00:06:08,590 in helping me grow as a retailer. 156 00:06:08,590 --> 00:06:11,993 And yet, when you look at the boards and the make up 157 00:06:11,993 --> 00:06:15,252 of their parent companies, 158 00:06:15,252 --> 00:06:19,290 the senior VPs, the VPs, all of their, they're mainly men. 159 00:06:19,290 --> 00:06:20,822 Now, there are some women 160 00:06:20,822 --> 00:06:23,900 that are just spectacular in our industry. 161 00:06:23,900 --> 00:06:27,340 And understand the shopping pattens of a woman, 162 00:06:27,340 --> 00:06:29,160 which are completely different than a man 163 00:06:29,160 --> 00:06:31,570 'cause you and I will shop, 164 00:06:31,570 --> 00:06:33,970 and we not only will buy one thing, but something else. 165 00:06:33,970 --> 00:06:37,380 A man typically, like I was standing in line last night, 166 00:06:37,380 --> 00:06:39,290 I'm gonna tell you where it was, it was Nordstrom Rack, 167 00:06:39,290 --> 00:06:41,970 I went in there and all the people standing in line, 168 00:06:41,970 --> 00:06:45,020 all the men had one at one item 169 00:06:45,020 --> 00:06:46,800 and the women had like an outfit. 170 00:06:46,800 --> 00:06:47,782 - Yes. - Think about it. 171 00:06:47,782 --> 00:06:49,410 - I mean men are like that, 172 00:06:49,410 --> 00:06:51,560 they'll look, go in for one thing, 173 00:06:51,560 --> 00:06:53,890 you know, and I can go into the store for one thing 174 00:06:53,890 --> 00:06:55,372 and I ended up with a whole 175 00:06:55,372 --> 00:06:56,205 shopping bag. - Well of course 176 00:06:56,205 --> 00:06:59,270 'cause then you find the shoes and the purse and the jacket 177 00:06:59,270 --> 00:07:01,990 and shirt and oh, I need this for Saturday. 178 00:07:01,990 --> 00:07:04,020 - You know and then there's the checkout line. 179 00:07:04,020 --> 00:07:05,044 - Yeah. 180 00:07:05,044 --> 00:07:06,336 - You know, the impulse buy. 181 00:07:06,336 --> 00:07:07,169 - Of course. 182 00:07:07,169 --> 00:07:08,660 - You know, whatever's in that little rack 183 00:07:08,660 --> 00:07:10,310 right before you get to checkout. 184 00:07:11,960 --> 00:07:15,370 - Well a lot of these retailers, I mean Amazon, 185 00:07:15,370 --> 00:07:18,560 listen, they've been brilliant in their strategy 186 00:07:18,560 --> 00:07:22,200 and they have realized now that there are consumers 187 00:07:22,200 --> 00:07:24,190 that don't wanna buy on Amazon so what did he do? 188 00:07:24,190 --> 00:07:26,551 He built brick and mortar stores. 189 00:07:26,551 --> 00:07:27,384 - I think that's brilliant. 190 00:07:27,384 --> 00:07:28,340 - Well of course it is. 191 00:07:28,340 --> 00:07:30,597 He went back and realized that, 192 00:07:30,597 --> 00:07:31,430 "Wait a minute, 193 00:07:31,430 --> 00:07:34,940 "why am I not getting the rest of these consumers," right? 194 00:07:34,940 --> 00:07:38,050 Now when you go into these big box retailers, 195 00:07:38,050 --> 00:07:40,423 which by the way are becoming completely. 196 00:07:41,779 --> 00:07:43,120 - They're dinosaurs. 197 00:07:43,120 --> 00:07:44,260 - They are dinosaurs. 198 00:07:44,260 --> 00:07:45,670 And now when you go in there, 199 00:07:45,670 --> 00:07:48,250 I had an experience a couple of weeks ago 200 00:07:48,250 --> 00:07:51,230 where I wanted something and I showed it to her, 201 00:07:51,230 --> 00:07:52,457 I showed her the picture of it and she said, 202 00:07:52,457 --> 00:07:54,100 "I'm sorry, you have to buy that online." 203 00:07:54,100 --> 00:07:55,640 And she walked away. 204 00:07:55,640 --> 00:07:58,340 And this this big box retailer, 205 00:07:58,340 --> 00:08:00,140 their merchandising is terrible, you go in there 206 00:08:00,140 --> 00:08:01,270 and there's nothing in there. 207 00:08:01,270 --> 00:08:04,930 And they really are trying to drive the consumer online 208 00:08:04,930 --> 00:08:07,030 because of the cost of doing business 209 00:08:07,030 --> 00:08:08,700 when you have a brick and mortar store, right? 210 00:08:08,700 --> 00:08:11,770 - You know, and I'm just gonna say Macy's, 211 00:08:11,770 --> 00:08:13,440 I mean, remember the Macy's parade? 212 00:08:13,440 --> 00:08:16,250 This is like an iconic store and this is, 213 00:08:16,250 --> 00:08:17,660 this is just tragic. 214 00:08:17,660 --> 00:08:19,393 - Yup, well it is tragic. 215 00:08:20,790 --> 00:08:21,760 Barnes and Nobel. 216 00:08:21,760 --> 00:08:23,280 - Barnes and Noble Borders, 217 00:08:23,280 --> 00:08:25,550 I used to take my kids, Blockbuster. 218 00:08:25,550 --> 00:08:28,300 You have to innovate and retail is no different. 219 00:08:28,300 --> 00:08:29,370 - That's right. 220 00:08:29,370 --> 00:08:32,010 And you have to look at what brands 221 00:08:32,010 --> 00:08:33,360 are the consumers looking at 222 00:08:33,360 --> 00:08:36,950 and why are these brands so popular online? 223 00:08:36,950 --> 00:08:38,380 And take a look at that model. 224 00:08:38,380 --> 00:08:41,330 I just read an article this morning that said 225 00:08:41,330 --> 00:08:45,030 these digital brands realize that they have to have 226 00:08:45,030 --> 00:08:46,710 a brick and mortar presence. 227 00:08:46,710 --> 00:08:48,620 There are people like me,-- 228 00:08:48,620 --> 00:08:49,453 - Like me. 229 00:08:49,453 --> 00:08:52,510 - Like you that wanna touch and feel the material 230 00:08:52,510 --> 00:08:55,620 and I have to tell you, I never buy clothes online, 231 00:08:55,620 --> 00:08:57,180 not ever or shoes. 232 00:08:57,180 --> 00:08:58,140 I just, I don't. 233 00:08:58,140 --> 00:09:00,720 - The only time I do is if I've tried something on 234 00:09:00,720 --> 00:09:02,280 - And you know the brand. - And I know the brand, 235 00:09:02,280 --> 00:09:05,010 I know the size fits, and then I'll go online 236 00:09:05,010 --> 00:09:07,550 and I'll buy it because I've already been in the store 237 00:09:07,550 --> 00:09:08,533 and tried it on. 238 00:09:09,432 --> 00:09:12,880 And with shoes I have to try them on every time. 239 00:09:12,880 --> 00:09:14,848 - Well, of course you do because someone. 240 00:09:14,848 --> 00:09:16,052 - I'm five and a half. 241 00:09:16,052 --> 00:09:16,885 (laughs) 242 00:09:16,885 --> 00:09:18,090 - Well you're tiny. 243 00:09:18,090 --> 00:09:19,510 - Well, my feet are. 244 00:09:19,510 --> 00:09:21,350 But the point is that I think 245 00:09:21,350 --> 00:09:23,780 the mall developers are finally understanding now 246 00:09:23,780 --> 00:09:25,760 so they're bringing in more food concepts, 247 00:09:25,760 --> 00:09:27,950 more experiential concepts. 248 00:09:27,950 --> 00:09:31,660 In Las Vegas, in one of the casino retails, 249 00:09:31,660 --> 00:09:34,820 they're opening the first AI restaurant. 250 00:09:34,820 --> 00:09:35,653 - Wow. 251 00:09:35,653 --> 00:09:36,486 - In the world. 252 00:09:36,486 --> 00:09:39,264 So they're looking at, you have to test and try. 253 00:09:39,264 --> 00:09:42,860 Listen you're not always gonna be successful, right? 254 00:09:42,860 --> 00:09:45,590 But you have to test, this is a marketing expense. 255 00:09:45,590 --> 00:09:47,380 These retailers have to look at it, 256 00:09:47,380 --> 00:09:49,310 that the money that they're spending to test, 257 00:09:49,310 --> 00:09:50,930 whether it's a cart kiosk, 258 00:09:50,930 --> 00:09:55,790 a shop in shop, a pop-up store, automated retail, 259 00:09:55,790 --> 00:09:58,570 no matter what it is, you have to test it 260 00:09:58,570 --> 00:10:01,470 and get the consumer's reaction to it, 261 00:10:01,470 --> 00:10:03,229 it may not always be successful, 262 00:10:03,229 --> 00:10:05,490 some of the brands may not work, 263 00:10:05,490 --> 00:10:08,790 but at least then you're doing a face to face 264 00:10:08,790 --> 00:10:10,230 with a consumer. 265 00:10:10,230 --> 00:10:13,633 You know, when my husband and I had Proactiv, 266 00:10:15,000 --> 00:10:17,480 with the folks at Guthy-Renker, 267 00:10:17,480 --> 00:10:20,980 Greg Renker was just a brilliant marketer, 268 00:10:20,980 --> 00:10:22,970 read like a hundred magazines a week 269 00:10:22,970 --> 00:10:25,057 and he taught us to say, listen, 270 00:10:25,057 --> 00:10:27,507 "It's about touching the consumer 271 00:10:27,507 --> 00:10:30,730 "and getting that face to face feedback." 272 00:10:30,730 --> 00:10:32,727 So whether you're doing it for brand acquisition 273 00:10:32,727 --> 00:10:35,290 or for sales, you should be testing 274 00:10:35,290 --> 00:10:36,730 in brick and mortar retail. 275 00:10:36,730 --> 00:10:40,380 - Well, and I think that's something that I think everybody 276 00:10:40,380 --> 00:10:42,110 loved digital initially. 277 00:10:42,110 --> 00:10:42,943 - Oh, of course. 278 00:10:42,943 --> 00:10:44,950 - And there's always going to be a place for digital, 279 00:10:44,950 --> 00:10:48,100 but I still think that people want something tangible. 280 00:10:48,100 --> 00:10:49,802 At the end of the day, 281 00:10:49,802 --> 00:10:52,800 we still are an instinct gratification 282 00:10:52,800 --> 00:10:53,925 society. - Of course 283 00:10:53,925 --> 00:10:56,220 - And we want something, we wanna walk in the store 284 00:10:56,220 --> 00:10:57,460 and walk out with it. 285 00:10:57,460 --> 00:10:58,293 - Yes. 286 00:10:58,293 --> 00:11:00,690 - Even 24 hours shipping is amazing, 287 00:11:00,690 --> 00:11:02,740 but sometimes you need it like right now. 288 00:11:02,740 --> 00:11:03,870 - Well, and that's what, 289 00:11:03,870 --> 00:11:05,720 I just met with a potential new client 290 00:11:05,720 --> 00:11:09,260 who's very, very successful 291 00:11:09,260 --> 00:11:11,060 on an online sales, 292 00:11:11,060 --> 00:11:13,260 he's been doing it for a long time, he and his partner, 293 00:11:13,260 --> 00:11:14,093 and he says, 294 00:11:14,093 --> 00:11:15,467 "Listen Linda," he said, 295 00:11:15,467 --> 00:11:18,787 "I need to touch the consumer face to face, 296 00:11:18,787 --> 00:11:21,680 "I need to see their reaction to the product." 297 00:11:21,680 --> 00:11:24,740 Because that's, you know, you may read it on Instagram 298 00:11:24,740 --> 00:11:26,970 and social media is great, 299 00:11:26,970 --> 00:11:31,800 but you still want that reaction to the consumer 300 00:11:31,800 --> 00:11:33,940 when they see and touch and feel your product 301 00:11:33,940 --> 00:11:35,740 or try it on for the first time 302 00:11:35,740 --> 00:11:37,470 or see what the makeup looks like 303 00:11:37,470 --> 00:11:39,550 or see what the shoes look like on their feet. 304 00:11:39,550 --> 00:11:44,550 I mean, that's an important part of retail and people's, 305 00:11:44,950 --> 00:11:45,950 how they buy. 306 00:11:45,950 --> 00:11:48,880 - Well, you know, let's walk this back a little bit 307 00:11:48,880 --> 00:11:52,260 because you've also worked with Daymond John. 308 00:11:52,260 --> 00:11:53,260 - Yes. 309 00:11:53,260 --> 00:11:56,580 - You know, and let's face it, he's not an easy guy. 310 00:11:56,580 --> 00:12:01,330 I mean, he's very, very picky and you have to know your game 311 00:12:01,330 --> 00:12:02,510 because he's a shark. 312 00:12:02,510 --> 00:12:04,224 - He is a shark, but he's a 313 00:12:04,224 --> 00:12:05,590 (laughs) 314 00:12:05,590 --> 00:12:09,190 But you know, it was an absolute blessing for me. 315 00:12:09,190 --> 00:12:11,580 - You're in his book, "The Power of Broke." 316 00:12:11,580 --> 00:12:12,413 - Yes. 317 00:12:12,413 --> 00:12:14,700 - I read the book and I'm going, Oh my God, Linda. 318 00:12:14,700 --> 00:12:16,290 Linda is in that book. 319 00:12:16,290 --> 00:12:20,750 - Yeah, that was really a blessing to meet Daymond. 320 00:12:20,750 --> 00:12:23,510 And I was introduced to him by a mutual friend 321 00:12:23,510 --> 00:12:25,670 and I remember when he walked into my office 322 00:12:25,670 --> 00:12:27,380 because my husband and I watch Shark Tank every week, 323 00:12:27,380 --> 00:12:28,213 still do. 324 00:12:28,213 --> 00:12:31,500 I mean, and if I don't watch it, I like tape 325 00:12:31,500 --> 00:12:32,510 'cause I'm looking, well, 326 00:12:32,510 --> 00:12:34,516 where's the next big product coming from? 327 00:12:34,516 --> 00:12:36,500 It could be one of these. 328 00:12:36,500 --> 00:12:40,410 So I was actually blessed enough, my husband and I to test 329 00:12:40,410 --> 00:12:43,570 some of Daymond's Shark Tank products 330 00:12:43,570 --> 00:12:45,110 on a kiosk with Daymond. 331 00:12:45,110 --> 00:12:47,590 And we did a big kickoff with his book. 332 00:12:47,590 --> 00:12:50,680 And you know, the mall that we tested 333 00:12:50,680 --> 00:12:52,670 and we did a big book signing with Daymond. 334 00:12:52,670 --> 00:12:55,100 I mean, experiences like that, 335 00:12:55,100 --> 00:12:57,570 we drew 500 people into the mall that night. 336 00:12:57,570 --> 00:12:59,930 What would you think the people did after they saw Daymond? 337 00:12:59,930 --> 00:13:04,290 I mean, Daymond's like a phenomenally talented man, 338 00:13:04,290 --> 00:13:05,123 you've met him. 339 00:13:05,123 --> 00:13:06,310 - I've met him, I've got to interview him. 340 00:13:06,310 --> 00:13:07,530 - He's incredible. - He is. 341 00:13:07,530 --> 00:13:09,450 But you know, he is very savvy 342 00:13:09,450 --> 00:13:12,450 and he's very much, like you, 343 00:13:12,450 --> 00:13:14,610 it's all about the consumer and their experience. 344 00:13:14,610 --> 00:13:15,990 - Yes. 345 00:13:15,990 --> 00:13:17,103 Customer service. 346 00:13:17,103 --> 00:13:19,200 - You know, can we talk on that a little bit? 347 00:13:19,200 --> 00:13:20,033 - Sure. 348 00:13:20,033 --> 00:13:22,280 - I don't know about you guys, by going into the mall 349 00:13:22,280 --> 00:13:26,950 and having a you know, teenager on their phone, 350 00:13:26,950 --> 00:13:28,840 you know, while you're asking something 351 00:13:28,840 --> 00:13:30,350 and they can't be bothered. 352 00:13:30,350 --> 00:13:32,100 - Well they really can't be bothered. 353 00:13:32,100 --> 00:13:35,070 And I think first of all, 354 00:13:35,070 --> 00:13:38,530 I am very blessed that we've hired 355 00:13:38,530 --> 00:13:41,050 some just incredible people that have worked with us 356 00:13:41,050 --> 00:13:43,060 over the last 22 years. 357 00:13:43,060 --> 00:13:45,340 A lot of them are still really good friends of mine. 358 00:13:45,340 --> 00:13:49,980 But, I expect the people who work with me 359 00:13:49,980 --> 00:13:53,370 to treat people the way they wanna be treated. 360 00:13:53,370 --> 00:13:56,350 And some of these kids they-- 361 00:13:56,350 --> 00:13:58,280 - That's an accept scale. 362 00:13:58,280 --> 00:14:00,840 No, because they've been raised with computers 363 00:14:00,840 --> 00:14:01,820 and on their phones 364 00:14:01,820 --> 00:14:05,380 and not that face to face interaction. 365 00:14:05,380 --> 00:14:07,300 The reason people come into your store, 366 00:14:07,300 --> 00:14:11,370 into brick and mortar is because they want that interaction. 367 00:14:11,370 --> 00:14:13,960 And think about the last time that you went to a restaurant 368 00:14:13,960 --> 00:14:16,520 or you went to a store and someone walks away. 369 00:14:16,520 --> 00:14:19,000 So I have to finish my story, 370 00:14:19,000 --> 00:14:21,900 when I went into that store and the girl walked away 371 00:14:21,900 --> 00:14:25,220 when I said, she said, well, you have to order it online 372 00:14:25,220 --> 00:14:27,967 and I walked up to her again and I said, 373 00:14:27,967 --> 00:14:31,570 "Well, but it's on your stores website, 374 00:14:31,570 --> 00:14:35,800 and she said, "Yes, order it online" and she walked away. 375 00:14:35,800 --> 00:14:38,420 So I sat down, I ordered it online and then I walked up 376 00:14:38,420 --> 00:14:40,037 to her and I said, 377 00:14:40,037 --> 00:14:41,707 "Don't you get paid commission?" 378 00:14:42,970 --> 00:14:43,830 And she said, yes. 379 00:14:43,830 --> 00:14:45,825 And I said, well, "Would you have gotten paid commission 380 00:14:45,825 --> 00:14:48,580 "for the order that I just did" and she said, yes. 381 00:14:48,580 --> 00:14:50,950 And I said, "You realize that there were other shoes 382 00:14:50,950 --> 00:14:54,700 that I wanted to buy too so I bought 'em from someone else." 383 00:14:54,700 --> 00:14:57,990 And she just looked at me and she said, "Okay." 384 00:14:57,990 --> 00:15:02,730 And so I live, you know, by a simple quote, 385 00:15:02,730 --> 00:15:03,727 and that is, that 386 00:15:03,727 --> 00:15:07,180 "Stuff starts from the top down, not the bottom up." 387 00:15:07,180 --> 00:15:11,520 So you have to lead by example, so I love to help people 388 00:15:11,520 --> 00:15:12,810 and I love to be out in the field, 389 00:15:12,810 --> 00:15:16,460 I love to see the difference I can make in people's lives. 390 00:15:16,460 --> 00:15:18,810 So I think a lot of these retailers, 391 00:15:18,810 --> 00:15:21,240 if they actually were boots on the ground 392 00:15:21,240 --> 00:15:24,320 and saw what was happening in their stores, 393 00:15:24,320 --> 00:15:25,980 they would realize that during that board meeting 394 00:15:25,980 --> 00:15:27,800 why their numbers are terrible. 395 00:15:27,800 --> 00:15:28,633 - Wow. 396 00:15:28,633 --> 00:15:30,930 Well you know, and I'm just gonna say, first of all, 397 00:15:30,930 --> 00:15:33,380 I did a mall review with you once, remember that? 398 00:15:33,380 --> 00:15:34,780 - Yes I do. 399 00:15:34,780 --> 00:15:36,490 - That was very eye opening. 400 00:15:36,490 --> 00:15:39,720 And I remember that mall years ago and the transition, 401 00:15:39,720 --> 00:15:41,310 so that was kind of fun. 402 00:15:41,310 --> 00:15:42,319 But then the other thing that, 403 00:15:42,319 --> 00:15:45,020 we're talking about these employees, 404 00:15:45,020 --> 00:15:47,490 you've actually built another business 405 00:15:47,490 --> 00:15:51,322 with your pop-up retail and also staffing company. 406 00:15:51,322 --> 00:15:52,155 - Yes. 407 00:15:52,155 --> 00:15:54,480 - Which I think is brilliant, can you talk about that? 408 00:15:54,480 --> 00:15:56,930 - Yeah, well thank you, 'cause I struggled. 409 00:15:56,930 --> 00:16:01,930 So, when my husband and I closed our previous business 410 00:16:02,680 --> 00:16:05,150 and I started International Retail Management Group, 411 00:16:05,150 --> 00:16:08,250 what I do now is I help people who've never been in retail, 412 00:16:08,250 --> 00:16:09,180 launch into retail. 413 00:16:09,180 --> 00:16:12,930 So whether it's carts or kiosks or pop-up stores 414 00:16:12,930 --> 00:16:14,976 or automated retail, 415 00:16:14,976 --> 00:16:17,520 and I do franchising too, 416 00:16:17,520 --> 00:16:20,410 but the biggest challenge I had was 417 00:16:20,410 --> 00:16:23,367 finding staff. 418 00:16:23,367 --> 00:16:24,200 - Good staff. 419 00:16:24,200 --> 00:16:25,033 - Yeah, good staff. 420 00:16:25,033 --> 00:16:27,760 And at that time I was using staffing agencies 421 00:16:27,760 --> 00:16:31,860 and they had no idea how to staff. 422 00:16:31,860 --> 00:16:35,090 And now and especially in the common area with, you know, 423 00:16:35,090 --> 00:16:36,800 the carts and kiosks and pop-up, 424 00:16:36,800 --> 00:16:38,260 maybe they're only temporary employees, 425 00:16:38,260 --> 00:16:40,310 so maybe they're only there for a short time. 426 00:16:40,310 --> 00:16:44,100 Well, unless you train them well and have them understand 427 00:16:44,100 --> 00:16:45,766 that listen, "Doesn't matter if you're here for a day, 428 00:16:45,766 --> 00:16:48,127 "a week or 10 years, 429 00:16:48,127 --> 00:16:51,347 "every customer that you come in touch with, 430 00:16:51,347 --> 00:16:54,040 "you have to provide the same service." 431 00:16:54,040 --> 00:16:58,175 And I just couldn't find companies to do that. 432 00:16:58,175 --> 00:17:02,010 So, I started my own temporary staffing agency, 433 00:17:02,010 --> 00:17:03,920 I don't do permanent staffing, 434 00:17:03,920 --> 00:17:07,230 I only do common area staffing and pop-up. 435 00:17:07,230 --> 00:17:09,670 So if companies want to do their own pop-up 436 00:17:09,670 --> 00:17:12,190 and they just want me to provide the staffing, 437 00:17:12,190 --> 00:17:13,520 then I can do that. 438 00:17:13,520 --> 00:17:16,280 Or if they want me to run their whole business for them 439 00:17:16,280 --> 00:17:18,410 everything from real estate to site selection 440 00:17:18,410 --> 00:17:20,080 to operations to finance, 441 00:17:20,080 --> 00:17:20,930 I can do that too. 442 00:17:20,930 --> 00:17:21,763 - Wow. 443 00:17:21,763 --> 00:17:22,770 When do you sleep? 444 00:17:22,770 --> 00:17:23,726 - I don't. 445 00:17:23,726 --> 00:17:25,510 (laughs) 446 00:17:25,510 --> 00:17:27,420 I don't, but I love it. 447 00:17:27,420 --> 00:17:30,180 - We're running out of time but I have one more question 448 00:17:30,180 --> 00:17:32,760 that I really really want to talk to you about. 449 00:17:32,760 --> 00:17:37,090 I mean, you've worked with some major brands, Proactiv, 450 00:17:37,090 --> 00:17:39,350 Jane Seymour, for goodness sakes, 451 00:17:39,350 --> 00:17:40,590 does she really look like that? 452 00:17:40,590 --> 00:17:42,480 - Yeah she's, I tell her I hate her all the time, 453 00:17:42,480 --> 00:17:43,313 nah I'm kidding. 454 00:17:43,313 --> 00:17:46,460 'Cause she's beautiful inside and out and she's fabulous, 455 00:17:46,460 --> 00:17:47,640 absolutely fabulous. 456 00:17:47,640 --> 00:17:50,300 - But you've had major spokespeople 457 00:17:50,300 --> 00:17:52,840 and you've been in the industry and you're a woman. 458 00:17:52,840 --> 00:17:55,870 You've been in this field for a long time 459 00:17:55,870 --> 00:17:58,477 but it was so funny, I heard that pop-up is, 460 00:17:58,477 --> 00:18:00,246 the new pop-up comes up. 461 00:18:00,246 --> 00:18:02,550 And you've been doing this for years. 462 00:18:02,550 --> 00:18:06,120 - Yeah, I mean we've been doing pop-up locations, you know, 463 00:18:06,120 --> 00:18:08,780 since we started with Proactiv. 464 00:18:08,780 --> 00:18:11,480 I mean, we would pop-up for a month, two months, 465 00:18:11,480 --> 00:18:13,180 three months depending on the mall, 466 00:18:13,180 --> 00:18:15,360 and if we could get to break even and make money 467 00:18:15,360 --> 00:18:16,650 and if it didn't work, 468 00:18:16,650 --> 00:18:18,900 we took it down and we went somewhere else. 469 00:18:18,900 --> 00:18:21,210 And we laugh about this all the time. 470 00:18:21,210 --> 00:18:23,590 But now pop-up are the big buzzwords, you know? 471 00:18:23,590 --> 00:18:25,360 And I'm like, but in the common era, 472 00:18:25,360 --> 00:18:27,370 we've been popping up forever, 473 00:18:27,370 --> 00:18:29,500 not just me but other brands too. 474 00:18:29,500 --> 00:18:32,390 So it's been around for a long time, 475 00:18:32,390 --> 00:18:35,630 and I think it's a brilliant way to test your product 476 00:18:35,630 --> 00:18:37,750 for a short period of time without, 477 00:18:37,750 --> 00:18:38,740 - The longterm commitment. 478 00:18:38,740 --> 00:18:40,560 - Right, without the lease-- 479 00:18:40,560 --> 00:18:42,030 And then if it works, 480 00:18:42,030 --> 00:18:45,320 then you can move on to something more permanent. 481 00:18:45,320 --> 00:18:46,510 But test it first. 482 00:18:46,510 --> 00:18:47,343 - Oh my gosh. 483 00:18:47,343 --> 00:18:50,530 I could talk to you for hours, will you come back? 484 00:18:50,530 --> 00:18:52,920 - Yes, I will, thank you, appreciate it. 485 00:18:52,920 --> 00:18:53,917 - Thank you so much Linda. 486 00:18:53,917 --> 00:18:55,010 - Thank you. 487 00:18:55,010 --> 00:18:57,490 - This has been Lea Woodford with SmartFem and Friends. 488 00:18:57,490 --> 00:18:58,732 Thanks for watching. 489 00:18:58,732 --> 00:19:01,315 (upbeat music)