Apart from your core inventory and primary reasons for a customer to visit your store, there are also many others ways to attract traffic – and at the same time, set yourself apart from your competitors.
Entertainment: This could mean having live music played; it could mean a juggler or a magician or a face-painter, or any kind of entertainment that will give your customers a good feeling. As an example, food samples, funky music, wonderful aroma, anything that will connect to your customer’s senses (touch, taste, sight, smell and hearing), a good feeling that the person would get and something of a memorable nature.
I know the owner of a wine store who brings in a harpist during the month of December every year to create the Christmas ambiance. Does it work? Judging by the number of compliments he receives from happy and serene customers, I believe it does!
A Seamless Process: This means making it easier for people to purchase your products or services when they approach you or your business. I often go into retail stores and experience some difficulty getting what I want. This could be anything from the layout of the store, the placement of products, the lighting (or lack thereof!), the attitude or skills level of the sales people or simply the fact that they are nowhere to be found when you need them. What’s the problem here? You have the service or product, I want to pay for it, and you’re making it difficult for me to do that!
Emotion: Ask yourself the following question: “What emotion does my business evoke?” Emotion can be on different levels. On one level it could be a wonderfully positive emotion when they walk into the store, or it could be a negative one. It can be a fun emotion because you’ve interacted with them and created something that will give them a smile. There is also the emotion of connection. Ask yourself, “How am I connecting to my customer? How do they perceive the connection that I’m getting? Do they feel warm and fuzzy after leaving my business?” Emotion is a critical component of connecting with your customers, and vitally important.
Recognition: Recognizing your customer by saying, “Hi, Mrs. Brown how are you today? Haven’t seen you in a while…how’s your daughter? How’s that new car you have? How’s your dog? How was your trip to Hawaii?” Use any possibility of creating recognition, and of demonstrating that recognition.
Esthetics: Esthetics is another key component in drawing in customers. What does your store look like? What is the feeling when someone walks into your store? Is there a kind of appealing concept; a happy or themed color scheme, an innovative store layout or display, creative lighting? Do your customers feel good about being there? Does your store ooze professionalism? Are the aisles wide enough? Is it neat and clean?
Sense of Community: Are you demonstrating your connection to the community? Do you do this within your business? Have pictures of different events you’re involved in or of sports teams you donate to or support in some way. Have them framed up in a section of your store or business. It could be as small a section as three feet by three feet; it doesn’t matter as long as you are indicating that you are connecting to the community.
Now, the big box people already do that, they have huge areas at the front of the store that usually has a banner or sign saying “We Donate To…” whatever. You have to step up and give an indication that you have commitment to the community and that your money stays here.
Article Author: Roy Prevost is an internationally recognized retail trainer, keynote speaker and customer service activist. He is the author of Turbocharge Your Retail Business: How to Outmaneuver and Outperform the Big Guys. Roy has spent the last 25 years working in and with thousands of businesses worldwide helping them grow their business and increase revenues by showing them how to compete in a hyper-competitive world through relationship building and going the extra mile with customers. He is passionate about turning business owners into ‘Customer Service Superstars’. Click Here to receive your complementary guide: 10 Topics to Discuss Before You Hire a Web Design Company.
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Turbocharge Your Retail Business: How to outmaneuver and outperform the big guys by Roy Prevost
Photo Source: courtesy of Stuart Miles / Free Digital Photos