Wine Store Success Story: Bottlerocket Wine & Spirit

Bottlerocket Wine & Spirit uses PayGo's Wine Store POS

Bottlerocket Wine & Spirit has been called “…the most user-friendly wine shop in New York.”  Bloomberg describes the wine store as cheery and gives it some love for layout and its staff’s advice. It has made Eater New York’s Where to Try Wine list. Owner Tom Geniesse has been on CNBC making recommendations for candy, wine, and spirit recommendations for a Halloween themed tasting.

Geniesse opened Bottlerocket’s doors back in 2002. He began it with a desire to improve the wine shopping experience for customers like himself. Today, he continues to innovate and seek out ways to better serve customers wherever they are at in their wine, whiskey, or other spirit journey. Geniesse shared a bit about what it takes to make it in the wine and spirit world.

Q: What inspired your decision to own a wine store in New York City?

A: I fell in love with wine when I was busy founding an e-learning company in Los Angeles. I found great stores and was eager to learn, but was personally frustrated that they didn’t do more to help me choose well. I decided to stop grumbling about it and see if I could come up with a better design. Bottlerocket was born.

Q: What are the biggest changes you’ve seen in the wine industry since you opened Bottlerocket in 2002?

A: Many more smart, talented and passionate people have entered the industry, increasing competition. Consumers are more adventurous, which is fantastic. Alternative packaging is exploding.

Q: Why did you choose to merchandise your store and your store’s website by theme?

A: Not everyone is a wine expert, but everyone knows why they need wine. You know what you’re cooking for dinner, or who you are giving a gift to. We designed a customer experience that is intuitive, fun and useful. Then we patented it!

Q: You provide your customers wine notes with every bottle they purchase. Why did you feel it was important? How do you think it’s impacted your business?

A: From day one we have given every customer a set of notes on every bottle they buy. Our secret mission is to educate our customers and help them build confidence. That growth and education happens when a person has the wine in a glass in front of them and the information alongside. Knowledge, one bottle at a time.

Q: What prompted your desire to email out the wine notes instead of printing them in your wine store?

A: The environment and convenience. It’s magic to buy a bottle and have the receipt and our notes land in your inbox seconds later. How cool is that? And think of the paper we are not wasting, and the toner, and time for everything to print!

Q: What role does software and technology play in your wine store?

A: PayGo, with our custom approach, is key to the experience we offer and key to our success. Our website is getting better, stronger, faster. And we have been working with The Mars Agency and Amazon Alexa to use with voice as an assistant to help customers choose a whiskey. At Bottlerocket, we like to lead not follow.

Q: How do you see the wine store business evolving?

A: Everyone wonders what the end game is in the Amazonification of retail. I’m not sure anyone really knows. But I think a lot of mediocre businesses will die. And I also think that businesses that offer a unique, high touch, high value service will thrive into the future.

Q: What have the keys to your success been?

A: Thinking from the point of view of a customer. Creativity. Perseverance. And a great team!

Q: Now that you’ve been running a successful wine store for 16 years, what advice would you give?

A: Call me. We might need another Bottlerocket where you live!

Bottlerocket Wine & Spirit

PayGo is a solution provider for independent retailers based in Rochester, Minnesota. Our primary focus is on point of sale / retail management software. We also offer Merchant Account integration, WooCommerce integration, Automated Marketing Services, and more.

Get Your Kicks with PayGo 6

New Look. More Power. Introducing PayGo 6.

Looks aren’t everything. Yet, would you rather enjoy an ocean view with pristine beaches, or a littered landscape overlooking a mud pit? Here at PayGo HQ, we took a gamble and chose to go with the former for our customers. We’ve eliminated the clutter from the interface in favor of simplicity. Now it’s easier than ever before to move from task to task within PayGo’s point-of-sale software.


PayGo New Look

PayGo Central

PayGo Central Screens are informative action spots where you can get a captain’s view of  your store. View what matters with simplicity. There are central screens for top sellers, best performing vendors and customers, class registration, and more.

Sales Central

Customer Central

Product Central

Purchase Order Central

Vendor Central

Events Central

Consignment Central

Admin Central

Graph o Matic

Simple color-coded shapes are easier and more enjoyable to view than tedious lines of tiny digits that go on and on like your cousin Phil at family gatherings. Could someone just get to the point already so we know whether to laugh, or cry? PayGo can. That’s why PayGo 6 is loaded with charts and graphs that look cool and provide you with quick, easy information on how your store is doing.

PayGo Display (Coming Soon)

PayGo Display

PayGo Display turns your iPad into a marketing tool. With it you can use checkout time to tell your customers about upcoming sales and events going on at your store. They’ll appreciate being in the know and seeing what is being rung up on the register. Customers can even enter in their email address with the display, so you don’t have to try typing in without error.

Get the demo!

You can give it a run by getting a demo. You can do that here.


Automate to Make You Great: Put PayGo MK to Work for You

What’s one of the most tedious task on the marketing to-do list of independent retailers? Emailing customers relevant content on a consistent basis. After all, Jim who buys denim doesn’t want an email about the dresses by the brand Chloe adores. If a retailer sends Jim emails about dresses, he may begin to wonder if the store knows him at all. Then, he may stop opening their emails. He may even decide to shop a retailer who better understands what he wants. That retailer who emails him about the sale their having on denim is more likely to win his business and trust.

Marketing takes time and energy that are often in short supply. Customers want to feel in-the-know about their favorite products and stores. What’s an independent retailer to do?

Use the automated marketing marvel that is PayGo MK!

What is PayGo MK?

PayGo MK is an automated email marketing service designed to help you make sure your customers never escape your laser-like marketing focus.

(Unfortunately, management didn’t approve our proposal for literal marketing lasers.)

What’s so great about PayGo MK?

It requires minimal effort, so you can receive maximum returns on your marketing time.

PayGo MK works like this:

-First, you tell us what kind of content you’d like to send out to your client base. It can be fun facts about your business, maintenance reminders about your products, or anything else your heart desires.

-Then, PayGo creates a marketing campaign based on your requests and specifications.

-Finally, we take your customer email list (added on PayGo’s Customer Screen) and schedule regular marketing campaign emails.

Easy, right?

PayGo MK (Automated Marketing) Case Studies:

Case Study #1: Happy Sleeper Furniture Stores, Waite Park, MN

Happy Sleeper wanted to remind customers to perform routine maintenance on their mattresses, so they chose to create this email campaign:

It’s a simple thing to say. Manually mailing it out to every customer who purchased a mattress from their store was too daunting a task to do. Then, along came PayGo’s new automated marketing service. PayGo MK created an automated email reminder for Happy Sleeper to send out to all of their mattress customers. The email was based on Happy Sleeper’s content specifications and included social media and website links. Happy Sleeper’s marketing presence has been improved without using any extra time from its staff. 

Case Study #2: Blue Star Tattoos, Concord, CA

Blue Star Tattoos wanted to thank their clients for their patronage while making sure their customers knew how to care for their tattoos and piercings. So, they chose to create a three-part email campaign to follow-up with each of their clients.

Part One: 

First, this email is sent to each customer after they’ve completed their appointments. In addition to thanking customers, this email links to Blue Star Tattoos certifications and social media pages. Now their artists don’t have to remember, or take time out of their schedules to send a profile-raising email to their clients.

Part Two:

Next, Blue Star Tattoos makes sure their customers receive the aftercare facts they need. After all, in the body modification industry it’s vital that customers know correct aftercare for their tattoos and piercings. They’ve also added value by providing a coupon for 20% off of their jewelry selections.

Part Three:

The final step of Blue Star Tattoos’ automated email campaign includes a 10% off coupon. They email it to all of their customers, because emailing coupons encourages them to come back in and spend.

All three of these emails are automatically sent, requiring no extra effort on the staff’s part.

Do you think PayGo MK is the right fit for you? Contact us. We’ll get you started on the easiest marketing campaign of your life!

Announcing MailChimp Integration, Automation & More

MailchimpAuto-manage Your Marketing Right In PayGo

PayGo - Malchimp
MC helps you manage your MailChimp List while doing biz in PayGo. Ring a sale, and your customer is in MailChimp. Click here to learn more.

PayGo - Email
Ditch paper receipts and use sparkling HTML email. It’s beautiful, fast and hassle free. And speaking of free, it’s FREE*. Click here to learn more.

PayGo - Marketing
And before we go, wouldn’t it be great to have a reliable assistant around to make sure they are staying in touch with your customers on a regular basis? Working hard to make sure your shoppers keep coming back? We have that assistant for you! Waiting and ready to make your life a cinch.  Click here to learn more.

PayGo + TeamViewer Are Here to Cure Your Software Woes

Sometimes things, well… flub. A recipe you’ve made a million times turns out funky, the washing machine eats a few socks, or the oceanic weapons testing you’ve been doing awakens an ancient, angry sea monster bent on the destruction of Tokyo.

It happens.

Sometimes, computer software doesn’t do what you tell it to. So what do you do then?

If you’re with PayGo, you don’t have to worry. Just submit a Support Ticket. Then, launch TeamViewer (per the Support Team’s request). Our Support Team will help you solve it via TeamViewer™!

What is TeamViewer?

TeamViewer logo

TeamViewer is a handy (and free!) little app that allows our technological masterminds to remotely access your workstation. It’s connected over 1.5 billion devices at a rate of around 12 million sessions per day.

Why did PayGo choose TeamViewer as our remote access tool for solving your tech-related woes? TeamViewer is:

  • The world’s top secure remote connectivity tool.
  • Widely considered to be one of the simplest and most secure ways to remotely connect multiple workstations for remote viewing and IT support.
  • Free for personal use, making it the perfect solution for your technical support needs.
  • Offers unattended access, allowing PayGo IT to remotely access your computer whenever you need assistance, even if you’re not there.

So if you’re in a jam, fear not! Just mosey on over to our handy little how-to’s (for both Mac and Windows) to see how to get TeamViewer set up and get your software back to working for you!

PayGo is a solution provider for independent retailers based in Rochester, Minnesota. Our primary focus is on point of sale / retail management software. We also offer a Merchant Account integration, a WooCommerce integration, Digital Marketing Services, and more.

Back to Class: Build a Product Photo Light Booth for $25!

Welcome to Back to Class, where we’ll be helping you with tips and tricks to keep your store fresh and competitive! Don’t forget your Trapper Keeper.

Here’s a confession: I’m cheap.

When I say cheap, I’m not talking “clearance section and smart couponing” kind of cheap (although I probably should do that). I’m talking, “I will build a shelving system out of leftover packing products, hot glue and happy thoughts” kind of cheap (I actually did that, by the way. It’s held together better than I expected).  And because of that, every time I see a DIY blog post or video that claims to help you “build something for less than $50”, I tend to think to myself, I bet I could do it for under $20.

Because that’s a challenge right there, folks. And this gal doesn’t back down from a challenge.

So when the PayGo WooCommerce launch ….launched, I started researching product photography. After all, a picture sells a thousand bucks, or something like that. And in all of my research, I kept seeing promises that I could, with time and effort, build my very own amateur photography setup for less than $100!


Yes, you could probably build a very nice photobooth for $100. But sometimes $100 just isn’t in the budget, and sometimes you need results immediately. And when that happens, you have to get a bit creative.

According to the internet, which we all know is always right, in order to have a successful photobooth, you need:

  • a camera (…obviously)
  • a tripod or monopod
  • a backdrop
  • a surface
  • a good light source

With that in mind, along with a scrappy, can-do attitude (I’m basically Pollyanna with a glue gun), I assembled my equipment:


What we have here is two clamp lights and an extension cord, some painters tape, a roll of white kraft paper (I don’t know why, but according to the label it’s apparently very important to spell it with a K), a few big twist ties, and a selfie stick. Why a selfie stick, you might ask? Well, fellow responsible adults, I don’t have a real camera. I tried to find a tripod or monopod that you could use with a cell phone, and a $5 selfie stick was all I found. And what is a selfie stick if not a lame, tourist-y version of a monopod? Think outside the box! I also used two cheap dining room chairs and a coffee table. All in all, I spent about 25 bucks on my light booth setup.

So is it perfect? Most certainly not. But it worked!

To be honest, I didn’t expect it to work as well as it did.  I have a gypsy curse that causes me to ruin all photographs I come within 10 feet of, so I was expecting disaster. I had my toolbox, glue gun, a billion odds and ends I thought might be useful, and my dad on speed dial in case it all went sideways on me. But here’s my attempt:


Look at that little fella! And here’s the whole setup:

Not bad, right? I was also asked if my makeshift photography studio could work for portrait photography. Well, I didn’t have photogenic person onhand to test that theory, but I did have my assistant:

“will work for ham”

So I’m guessing it would work just as well for humans.

It took a bit of space and time to set up, granted. But in a pinch, it worked like a charm!

PayGo is a solution provider for independent retailers based in Rochester, Minnesota. Our primary focus is on point of sale / retail management software. We also offer a Merchant Account integration, a WooCommerce integration, Digital Marketing Services, and more.

Marketing Monday: Prep for Your Retail Future with Market Research

Marketing Monday is PayGo’s weekly-ish feature where we tell you how to do business good. Proper grammar not guaranteed.

Once upon a time, sir Francis Bacon told the world (or at least mentioned it to a friend or two) that, “scientia potentia est.” For those of you who flunked out of the prerequisite Latin class taught to all children in America, that translates to “Knowledge is Power” (I know, I thought it was from Schoolhouse Rock too). He also died of pneumonia after studying how to preserve meat by freezing it, so there’s two questions you can answer for trivia night.

Yeah, he was kinda weird, but the man sure could pull off a dapper hat.

So why are we talking about sir Bacon today? Because of market research, obviously!

Market research is the science of knowing what your customers and competitors are up to, so you can be ahead of the curve. And there are a lot of places that you can hire to do that kind of research for you, but as far as affordability for a small business goes, market research sits somewhere between “I sure could use a real day off,” and “You guys, it’s literally raining cash money” on the “not gonna happen right now” scale. Which is why I’m here to help, fearless entrepreneur! Doing your own market research is (relatively) easy, if you know what you should be looking at and how to go about doing it.

Step One: Make a Plan

Focus is always a good thing, obviously (or so I’ve been told; I can never do it for long before I magenta yogurt bumblebee). What do you want to know about your market? Since that’s kinda vague, here are some reasons you might want to start in on your research:

  • What are the shoppers within your niche buying?
  • What are your direct competitors doing to attract customers?
  • Is your pricing competitive?
  • What other businesses around town are carrying the same products as you?
  • What are the businesses within your niche doing to stay competitive, not just in your town but all over the world?
  • How are the older businesses in your town able to keep themselves open for so long?
  • What are the new businesses in your town trying to do?

Those are just a few ideas. Once you figure out what you want to learn from this exercise, we can proceed to…

Step Two: Find Your Resources

There are tons of resources in your community and online that can help you with your investigative work. And don’t get too rigid with the definition of resources; anyone or anything could be helpful to your research. Could the local Chamber of Commerce give you any information? Maybe your grandparents are willing to talk about How Things Used to Be in the world of business and shopping. That gaggle of teenagers hanging out in the corner of your store? They might have something important to say (after all, they are the future). There’s also trade publications, the US Census Bureau, the library, or even the phone book if you’re more of an old-school investigator. For those of you who are unfamiliar, a phone book is an ancient invention we Olds liked to use to prop up wobbly table legs. You might recognize it as the enormous block of paper you trip over when you’re trying to get into your house twice a year.

They also make passable dog toys.

Or, you know, just do some social media stalking. It works for finding out what your ex is up to, so why not use it to see what your competition is up to, too?

Step Three: Prepare

You probably think that there isn’t a ton of prep work to be done for research. Wrong, kinda! You may need to set up meetings, assemble customer survey materials, and purchase clever disguises or brush up on your Mission: Impossible data-finding skills. But if we’re not being silly (I would never!), you should know ahead of time what kind of questions you want to ask people, and exactly what information you’re trying to find. Questions such as…

  • What is important to you in (whatever product you specialize in selling)?
  • What’s your budget like?
  • How often do you shop?
  • What other places do you like to buy the stuff we sell?
  • Why do you shop with us?
  • What would you like to see more of in the future, as far as (products or product lines that you sell) go?
  • What do you like/dislike about (your competitors)?

It’s important to keep your questions neutral. As in, you want the answers you get to be honest and unbiased, so try to keep your personal biases out of them.

Step Four: Do the Thing

Put boots to pavement! Hang out in the publications section of the library for an afternoon. Create a survey for your online followers and/or for your in-store customers. Put together a focus group. Be friendly and take your competitors out for a coffee so you can talk shop. Wander into a PTA meeting (do your kids go to school there? Maybe!) or and start asking parents about where, exactly, they got that top and why they got it where they did. Tackle people on the street, steal their left shoe, and refuse to give it back until they answer your questions about their favorite places to buy bobbins. The time you spend now could help your business for years in the future, and it will be well worth the bail money (note: do not actually do anything that would require bail money).

I’m sure Sir Francis would approve.

PayGo is a solution provider for independent retailers based in Rochester, Minnesota. Our primary focus is on point of sale / retail management software. We also offer a Merchant Account integration, a WooCommerce integration, Digital Marketing Services, and more.

Learn From My Mistakes to Avoid a Branding Tragedy

A few weeks ago, I wrote a post about the importance of branding for small businesses. Basically stated, a brand builds credibility for your store. It shows that you’re a professional, and that you’re serious enough about your work to put the time and effort into creating a cohesive brand. Your brand instantly shows that you put time and consideration into this venture, and aren’t going to throw it away on shoddy products and lackluster customer service. It says that you’re passionate about your job, and that job includes taking care of your customers and treating them with respect.

Creating a brand is also really hard to get right.

How do I know?

Because I’ve tried and failed. Several times.

So perhaps you’re a fledgling entrepreneur who has stumbled upon this post whilst researching branding ideas, or maybe you’re revamping your current brand. Or possibly you’re reading this at some unidentified time in the future as part of an investigation as to Why Jess Went Bonkers (in that case, you should have ample evidence already). No matter the reason, I’m going to tell you the sad tale of what happens when you neglect your brand.

I hope you can learn from my mistakes.

It all started in the far-off year of last year. I was a hopeful young(-ish) writer, working on creating my brand. I wanted something that was uniquely me: sophisticated (or so I like to pretend) and creative (possibly), yet still amusing (subjective). This led me to my first mistake…


Not sure why we’re going with the scare caps, but okay. My mistake was, I went to art school (this mistake has come back to haunt me in, just, so many ways over the years). I believed that the power was within me to come up with a genius idea for a logo and brand identity, without ever asking anyone for help or input.

And it may have been!

Unfortunately for me, that part of me who is a genius artist has been hibernating for about three years now, so I was out of luck.


Don’t fly solo! Ask for advice from your friends, family, neighbors, and sympathetic bartenders. And if you’re not an artist, or you don’t have the time to cook up a good logo, hire someone to do it for you! Even if it’s expensive, it’s worth every single penny.

But, back to the story. I went through design draft after design draft, but nothing quite felt… me. I decided that I simply could not move forward without a good logo. It was the linchpin, as it were, of my entire theoretical business. It had to be perfect.


All of that. I had the idea in my confused little mind that my logo was so important that I couldn’t move on anything else until it was done. I was all up in my own head, and getting nothing accomplished.


Yes, your brand is important. I’m not telling you to ignore the importance of it (if I were, this article would make no sense at all), but I am telling you to continue working on, you know, the actual reason why you need your branding. Don’t get bogged down in the details and forget all about your big picture, and don’t overthink it! It’s important, but it’s not everything.

Finally, after months of inaction, I decided that I had to have my brand settled on, like, yesterday, otherwise I wouldn’t ever get going on my career. I decided to go with one of those pre-designed fill-in-the-blank cards, while promising myself that I’d come up with something better when I had time. I had one caveat: I would not include typewriters, quills or pens in my design. Ever. Especially not a typewriter. Because that’s low hanging fruit, and it’s been done a million times. Creativity is key!


My logo is a typewriter.


Don’t use a typewriter as a logo.

But it gets worse. Since I had dismissed this branding attempt as a throwaway, I didn’t really look it over before I sent it to the printers. My business cards didn’t have the word “WRITER” anywhere on them, and my other publicity materials were printed in a font far too small to be easily read. I had spent way too much money on paper that I had screwed up, and I had no one to blame but myself. And you know you’re in trouble when you hand your cards out to your friends and family, and watch them wince when they see them.


I didn’t take this attempt seriously, and I paid the (painfully high) price. I had 50 very high-quality business cards that didn’t say what I did on them. That’s not something that can be easily overlooked.


Take this seriously! Even if you’re not 100% committed to your brand as it stands right now, it’s still committed to you. Show it some love, and treat it with the respect it deserves. If I had taken my own advice, I would surely be a massive success right now (let me pretend), and not destitute and  squatting in an abandoned doll factory while living off of tree bark and stale candy corn (just kidding, my apartment is nice and I had pancakes for breakfast). Which leads me to…


I believed that my failure was written in stone. I thought that just because I had done it wrong, it was a sign from the universe that I shouldn’t try to write (some would agree with that, but they’re not buying me pancakes so it doesn’t really matter, does it?). And as sad as it is, I was ready to give up over a single mistake.


It’s not the end of the world if your first (or second, or fifth, or twentieth) branding attempt falls flat. It’s just a few colors and shapes on paper. It can’t break you, and it doesn’t mean that you’re not ready to start a business. It just means that this one part of your business didn’t quite get over this time. And I went back and fixed my branding, and it’s quite nice now if I do say so myself.

But I still keep my old failed cards around, just to remind myself of how far I’ve come.

PayGo is a solution provider for independent retailers based in Rochester, Minnesota. Our primary focus is on point of sale / retail management software. We also offer a Merchant Account integration, a WooCommerce integration, Digital Marketing Services, and more.

Marketing Monday: You Need a Blog! Here’s Why:

Marketing Monday is a weekly-ish feature about growing your business through (you guessed it) marketing.

Truth time!

Are you reading this article because you went to write a blog post about your business, lost your motivation, and started aimlessly clicking around on the internet?

If so, I feel your pain. In fact, I stared at no less than thirty-four unrelated-to-work websites in the course of writing this post. I now know what alligators do at night (same thing they do during the day, but in the dark), the right way to clean my house (hire a housekeeper and avoid children or pets), and what cake recipe I should try to make my next dinner party sparkle (I prefer to just dump craft glitter in the batter but apparently that’s “a bad idea” and “toxic to humans”). But unfortunately, my blog post was still not done once I finished up wasting my time.

“But why should I even bother with a blog? I run a store, isn’t that enough work to do?!” you may be lamenting, while still clicking through a quiz to find out what kind of modern animal you are (I took that one too, I’m a koala on a juice cleanse). The answer to that very valid question is: because an entrepreneur’s work is never done, and because blogging has a lot more benefits to your business than you might think.

Also, according to the quiz you’re a hummingbird who needs a spa weekend.

First and foremost, blogging about your business raises your all-important SEO profile. In an industry that increasingly takes place almost entirely online, SEO is vital for keeping your business afloat. It’s how your new customers can find you, and how you can find new customers. And in a world where content is still SEO gold, there’s no easier and faster way to generate good content than through a regularly updated blog.

A blog can also help you connect with all of those new (and current, and old) customers in a way that is hard to replicate in person. Specifically, you can ask questions of your customers in a blog post, and they can comment in a way that is (hopefully) thoughtful and well-reasoned in the replies. Your reach is also greatly extended in blog postings, too; you may only have a chance to talk to a handful of shoppers a day, but your blog is available to anyone who’s interested in your store, 24 hours a day and on weekends, bank holidays and on company time when you’re hiding from your boss under the desk and surfing the web. …theoretically.

Blogging creates a ton of content for social media sites, as well. You can post your own content to your sites, and your customers can share and comment on it as well. The beautiful thing about social media is that anything that goes up on it can be spread across the internet like the roots of a tree, or some kind of profit-generating virus.

But how can blogging about your store help your business evolve? Well, besides everything I just mentioned, you can see what’s happening behind the scenes in a way that you can’t get from typical customer feedback such as surveys or sodium pentothol. You already know that your website analytics show you where your customers are spending their time and clicks on your site, but you can also see what blog posts are creating the most buzz. Maybe you wrote about a new product line you’re thinking about carrying, and you’re getting tons of clicks on that post. It’s a good indication that your market is interested in buyin’ what you might be sellin’.

So what should I blog about?

Your blog should be about all things that relate to your brand and your store. If you have some new merchandise, take a few pictures and put together a write-up about it. Do you have great clients? You can interview them and post it online. Your employees are wonderful, and they could use some online accolades as well. Maybe you had something funny and/or tragic (the best stories have both) happen in your store. Share it! As long as you’re posting regularly and being sunny and upbeat about your business, you can’t do much wrong here.

So what does “posting regularly” mean? It’s good to have at least one post a month, but weekly or more is always better. People and search engines both love new content, and the more you post, the more attention you’ll get. And if that’s too much work for you to fit into your extremely busy schedule, don’t forget that you’re under no obligation to write all the posts yourself. You can outsource to your employees, or even hire a freelancer to cover those bi-weekly blogs.

Just make sure they stay off the internet.

PayGo is a solution provider for independent retailers based in Rochester, Minnesota. Our primary focus is on point of sale / retail management software. We also offer a Merchant Account integration, a WooCommerce integration, Digital Marketing Services, and more.

Back to Class: Color Psychology Revealed!

Good morning, and welcome to another episode of Back to Class, the only POS blog series that lets you enjoy the back to school season without having to actually go anywhere. It’s just like regular school, except not like regular school whatsoever.

Today’s episode takes place in a psychologist’s office. Why? It’s not about that dream you keep having (you know the one). No, we’re going to be talking about the role of color in retail this morning, so don’t worry about unpacking all that emotional baggage yet.

I just haul this around with me all the time.

Color has a huge subliminal impact on all of us, and a good retailer knows how to take advantage of our fragile little minds and use that subliminal trickery to drive up sales. And now you can too! Color can be used in more than just your products and branding; it’s amazing what a coat of paint can do to up your sales and change the vibe.

Less is more, though. Don’t get carried away.

Here are a few color basics:

Black is Fancy

A million little black dresses, top hats and overpriced personal electronics can’t be wrong: Black is the color of sleek sophistication. A lot of manufacturers like to use black to make their products look high-end and expensive (even if the products in question are decidedly not so). This color (or non-color for all you nerds out there) can be used as a great accent to make your luxury displays stand out, but don’t go overboard! You don’t want to make your store look like a funeral home (unless that’s your vibe).


White is Pure

Remember waking up on a school day in January only to find out that it had snowed last night and you now had a full day of video games and sledding to look forward instead of spelling tests and the nightmare that is the school cafeteria (our apologies to the southern states and warmer climates for missing out on this beautiful phenomenon)? It was an innocent joy, and that still stands for white in general. And while some of us (okay, me) find it physically impossible to keep anything white clean for more than 36 seconds (yes I timed it), white is the (non-) color of cleanliness, purity, modernity and simplicity. It’s an absolute good, but don’t forget that too much white just adds up to… well, nothing. It’s a literal blank slate, so use strategically.


Blue is Chill

This one is a touch obvious, but blue is the color of tranquility. It has a calming and rational effect on people, which is why everyone loves blue skies and blue water and blue raspberry vodka. When used in a store, blue makes your shoppers feel more secure and trusting of you, your shop and your stuff. And that doesn’t just extend to an afternoon of binge shopping; shoppers are 15% more likely to keep coming back to stores with a blue color scheme.


Yellow is Friendly

Aww, it’s like a smiley face! Our yellow sun powers all life on earth (also certain superheroes), so it’s an absolute good, color-wise (unless you’re a supervillain or a vampire… or a vampire supervillain). When used in merchandising and branding, it catches your shopper’s attention and makes them feel more energetic and hungry (hello golden arches). It can also evoke feelings of youth and sunshine and happiness… it’s just a really good color all-around.


Red Demands Decisions

There’s a reason that all sale tags are printed in red: It’s a color that makes people stand at attention, and make quick spending decisions. There’s a reason it’s used in stop signs, clearance signage and the flags that pop up all over my dating history (I have baggage, you were warned in the intro), and that’s because it’s a very decisive color. But too much red can make consumers stop shopping altogether and run for the door, so be careful.


Green is For All of Those Rich Artists

You know the ones, right? Well, they must exist somewhere. Green is the color of growth, both artistically and monetarily. It has the effect of both calming a person, and making them think creatively (which is why I’m writing this in a forest). It can also be used to signify that a product is environmentally conscious, so if your store is focused on ecological sustainability… well, then you probably already knew that.


Orange is Your Secret Weapon

Orange is a great color for retail. A bright orange shade evokes energy and optimism, and can even act as some visual stress reduction for your customers. And a nice burnt orange (think wood grain or pumpkin pie… see? you’re getting less stressed out just thinking about orange!) can comfort a shopper and make them feel more taken care of while in your store. Think of it as vitamin C for the soul. It’s just the right balance of comfort and energy, which creates a perfect storm for your customer’s wallets.


Pink is For the Romantics

It’s the sweetest of all the colors, really. Both relaxing (it’s been scientifically proven to slow down the endocrine system and relax tense muscles) and intimate, pink is most often used to market products for both the ladies and the romantically-minded. It’s also associated with sugary sweets, babies and panthers, so if those are your niches, go wild!


Purple Calms the Insecure

The royals were onto something when they started using purple as a kingly color. It’s a strong, rich color that screams luxury and beauty while also being calming. It’s heavily used in the beauty industry, and especially with anti-aging products. In merchandising, it can convey to your customers that yes, this is something worth spending some extra cash on because darn it, you’re worth it. Spoil yourself!


Just promise to use your powers only for good.

PayGo is a solution provider for independent retailers based in Rochester, Minnesota. Our primary focus is on point of sale / retail management software. We also offer a Merchant Account integration, a WooCommerce integration, Digital Marketing Services, and more.