Cyph Shah

We’ve talked about installation projects in this magazine before, but just like any venture, there’s always a painful plethora of subcontext under the surface that isn’t so straightforward. This month, I’m going to skip the basics and jump straight to what I wish I knew before I was the installation foreman for Astro AVL in Glendale, California. FIND THE HEAD OF THE SNAKE.

Let’s get into the mind-set of the holiday shopper. People often have several motivations for giving gifts. Sometimes it’s an acknowledgement of appreciation, other times it’s in hopes of acceptance and recognition. The subtext is that the gift represents their insight into the receiver’s personal interests or personality. The more thoughtful the gift, the more points the giver scores.

As retailers, we spend an awful lot of time focused on what we need to accomplish to keep the wheels turning. Wrapping your mind around the macroeconomics of it all is a huge task, but make no mistake that the micro-transactions occurring every day at your store are the backbone of it all. That’s why understanding your clientele can ensure both you and your team are able to engage your target audience in a way that encourages promoting growth where the roots touch the soil. 1.