How do you make sure that everyone on your staff knows what’s happening in the store? We have always used an employee newsletter, originally printed and put in our staff members’ files along with their biweekly paychecks. Now that they all use direct deposit, they get the newsletter via email. We also print and post a copy in a plastic frame behind the counter as a reminder.

Our newsletter is created using a simple one page, two-column template – with a liberal use of photos. It often includes:

• birthday greetings 
• recognition of work anniversaries 
• big news in employees’ lives (with permission)
• upcoming store and community events
• reports of trade show finds
• introductions of new staff members
• major changes in product lines
• positive feedback on accomplishments
• notice of any openings we have
• invitations to meetings or social gatherings

I keep a one page file on the store computer listing the year’s birthdays and work anniversaries, and update it whenever someone joins our staff or leaves. That makes it simple for me to post that information at the top of the first column – although you can see in the example that I somehow missed Gloria’s!

In addition to important store announcements, we usually include some lighter, social notes. This helps with team building as the staff get to know each other better. During COVID we always included a photo when we introduced a new employee, because we couldn’t see each other without masks in the store. I keep a binder of the past newsletters in which a new hire is introduced in part so that we can keep track of everyone for our periodic staff reunions. We have a big one coming up in 2025 for our shop’s 50th anniversary!

While we still use Pages for Mac to create our store newsletter, it would make better sense to use an email marketing platform so that the news to easily be read on a smart phone. E-mail newsletters also allow for hyperlinks so that you can take your readers directly online to websites with more information.

Whatever format you choose, it helps to plan to issue your newsletter regularly – and to have someone else look over what you’ve written to make sure it’s accurate. Check periodically to make sure your staff members are finding them interesting. I’m always pleased when an employee mentions reading something in the newsletter, or when I get asked a question about the content.

Happy Retailing,
Carol “Orange” Schroeder

PS There won’t be a Specialty Shop Retailing blog post next week