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  • Writer's pictureJules Zucker



Whether you’re a retail giant, a small business owner, or an artisan selling goods on Etsy, your success likely revolves around two key factors: effective marketing and a good point-of-sales system. Retail is a challenging and complex business, particularly as the sales landscape becomes increasingly dominated by ecommerce — this means it’s more important than ever to make your products easy to find and easy to buy.

We got a taste of this important interplay in one of our latest projects with KWI, whose turnkey omnichannel point-of-sales platform unlocks a seamless sales experience for retailers of all sizes. Particularly for businesses offering a blend of ecommerce and in-store shopping, an integrated POS system can help eliminate headaches and maximize sales.

We teamed up with KWI to film an interview with none other than renowned actress (and successful retail business owner) Sarah Jessica Parker, whose high-end shoe store in midtown Manhattan exemplifies excellence in retail. Parker sat down with famous copywriter Ron Thurston, whose book Retail Pride: The Guide to Celebrating Your Accidental Career seeks to reframe the way we think of retail in America. They discussed the shifting retail landscape, the importance of a good point-of-sales system, and the joys and challenges of owning and operating a successful retail business. Our job was to capture footage for an edited five- to seven-minute video plus a social media sizzle reel, not to mention audio that could be lifted directly from the interview to be used in a podcast. We even grabbed an extra interview with SJP’s assistant, who talked about how KWI’s POS system was leveling up their in-store retail capabilities.

Some key takeaways?

1. Even in the age of ecommerce, brick-and-mortar retail establishments aren’t going anywhere. There’s nothing quite like forming a face-to-face connection with a customer, so while online shopping has grown in popularity, SJP & Ron don’t believe it will ever replace in-person shopping entirely.

2. Whether you’re a business owner or a part-time sales employee, curiosity and empathy are the keys to succeeding in any retail environment.

3. Keeping up with the latest technology is one key way to set your retail business up for success. Every day brings a new innovation, so don’t be afraid to let your business’s systems and processes evolve with the times.

We were excited to shoot this project to bring another important element of retail success into the mix: marketing. By creating multiple media deliverables that SJP, Ron Thurston, and KWI can use to promote themselves and their businesses, we’re elevating retail voices and getting the word out the best way we know how — through storytelling. No matter how good your product is, it doesn’t matter if no one knows about it. Social media has made it easier than ever to establish an online presence for your retail business, and we’ve loved working with talented business owners in all industries to spotlight their products with multimedia marketing campaigns.

Are you a retail business looking to market your store or products with high-quality video? Drop us a line! After all, we’re now Carrie Bradshaw-approved…

Pictures by Claudia Stock, Claudia Sandler, Jean Pierre Kathoefer


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