How A Micro-Business Generates Business

Allow me to simplify the message. Here is a brand that has seventeen categories. One of the categories is Gifts. Here is how the micro-business generates sales.

• 18% from last year's Gift Buyers.
• 15% from last year's buyers, no Gift purchase last year.
• 67% from new/reactivated buyers this year.

If it is your job to grow Gifts, it is your job to work with the marketing team to create awareness among people who haven't bought anything from the brand.

Every merchant responsible for a category / micro-business needs to partner with a marketer to properly grow the business. 

Here's another example ... the micro-business is Pet Accessories.

• 4% from last year's Pet Accessory Buyers.
• 20% from last year's buyers, no Pet Accessory purchase last year.
• 76% from new/reactivated buyers this year.

In this example, it's even more critical to have a merchant partner with a marketer who knows how to fish for prospects who have never purchased from the brand.

Every category / micro-business has a sales generation profile that is different than the overall profile for your brand. Be sure to partner with your merchandising co-worker, helping that professional look good. If the merchant looks good, you look good!