Eileen McClelland

Eileen McClelland

Eileen McClelland is the managing editor at INSTORE Magazine.

Write on Tuesday, 23 September 2014 Published in Best Practices

Are you considering a men’s night this year? In gathering tidbits for a November article on last-minute holiday preparations, I learned that Judith Ripka’s East Hills, Long Island, NY, store has hosted a Men’s Cigars and Scotch Shopping Night in the past, which was a big hit with the guys and an unqualified success for the business.

Write on Tuesday, 09 September 2014 Published in Best Practices

TIVOL’s ad campaign, “TIVOL Has Gone to the Dogs,” has done a great job of bringing new customers into the store while also linking the store’s brand identity to community interests.

Write on Tuesday, 26 August 2014 Published in Best Practices

Although you might not suspect it upon first chatting with the amiable Donna Burgess, the Tennessee native is what sales trainer Shane Decker would categorize as a missile. In other words, she's a Type A personality who gets straight to the point and the point is to sell jewelry. If you need more evidence this grandmother of 11 is a shark, she relaxes by reading murder mysteries, especially the serial-killer kind.

Write on Thursday, 21 August 2014 Published in Best Practices

INSTORE’s Big Story coming up in the September issue is about social media — specifically how retailers can try creative approaches to market their stores as they prepare for the holidays.

Why is social media so important? Here are two important reasons.

Write on Tuesday, 29 July 2014 Published in Best Practices

I’ve been talking to experts and retailers for weeks about social media.

I’ve learned a lot from everyone – which is good! – since I’m writing about it for our September lead story of INSTORE. Sometimes though it’s easy to get bogged down in technical details when trying to tell the story of social media.