Selling to Generation Y

It’s actually scary to think that Generation Y, also known as the Millennial  Generation, are use to being engaged with technology for about eight hours a day. Yep, you read that right – eight hours. Between texting, social media, computers, phones, i-Pads and TV, Generation Y makes it tough to communicate with in terms of sales. Their attention span is minimal, and many are known to be very impatient when being waited on or helped. In fact, most studies tell us they expect – not just want – but expect immediate satisfaction. As an independent retailer, that’s a lot to respond to.

Born between the late 1970′s and into the early 1990′s, Generation Y are making up a large audience of potential customers. While it may seem obvious to market to them online and via technology driven avenues, it’s also important to provide traditional marketing and sales options. The key is communicating with them in a way they respond to.

For starters, Generation Y consumers typically love a good “cause”. Whether you give a percentage of sales to a local charity or provide attention to a great cause, this group of consumers want to hear about what’s going on in the world. Sure, they may not want to read a ten page report on something, but they care enough to contribute how they can. And this is especially true if they are shopping for one thing and can give to another all at once.

Just as much as they love a good cause, Gen Y also loves the uniqueness that everyone has. Their appreciation for being a “one and only” was built on upbringings that told them they were unique and could do anything. In response to this, you have to learn to react to customers a bit more uniquely, as well. Without truly profiling your customer, you can still learn a lot by how they are dressed, what they are doing (example: are they on the phone and shopping at once) and how they react to certain enviornments and shopping. Many want to be engaged, so stores without the option to touch things or experience products before purchase often miss out. Consider how your store would make a Gen Y consumer  feel. Does it speak to who they are? For that matter, do you want your store to?

Finally, don’t let time be on your side. Unlike many other consumers, Gen Y tends to be in a rush. They are constantly moving and looking forward to the next thing on their to-do-list, even if that’s tweeting or checking their Facebook status. So what does that mean for you? Don’t beat around the bush and get to the point in your sales and support. They’ll appreciate it, and so will you.

Have your own Gen Y tips? Please comment below!

 

Boutique Customer Service Tips

The beautiful thing about running your own store is that you call the shots. From what you sell to how you greet your customers, it’s up to you. This also can be the not so beautiful part of running your own show. You have to make a lot of choices on how things should be done, and like everyone else in the world – you can’t be an expert on everything. So what do you do?

To begin, “branding” your store and even yourself with great customer service is a fantastic way to stand out from other stores in your community. This can include friendly welcomes into your store, extra little perks such as beverages or sweet treats during store visits, outstanding service for customers who appreciate “the above and beyond” and much more.

For boutiques, the rules are up to you. And so is the challenge. What makes your store stand out? Do your employees represent the same extra special somethings that you do? How can your store – aka your “brand” – be unique in a competitive market? Some tips to help your boutique be the best it can be include:

1. Let your voice be heard. Don’t shy away from any customer that walks through your store, but instead treat everyone as if they are your #1 customer. Spoil them with friendliness, attention and knowledgable product information to help them really experience your store and the products you sell.

2. Brand your boutique. Your logo is one thing, but the overall style you create in your store can help shape the experience your customers have. Use repetitive colors, strong visual appeal, bold features, comfortable additions (think nice dressing rooms or comfy but stylish chairs to sit) that will all help position your store as a leading boutique in it’s enviornment.

3. Be a united team. If there is more than one person working in your store, you should all represent your boutique in a united way. This means from how you greet customers to how you support them as they shop. Strong employee training and expectations can help set this standard among your team.

Remember, part of the appeal of having a boutique is creating it to be an environment that is unique in ALL ways – not just your product assortment. What does your boutique do that makes you stand out? Let us know in our comment section below!

 

 

 

Dealing With Difficult Customers In Retail

With the good comes the bad, and in retail this means dealing with difficult customers every now and again. Often, this is due to things you cannot avoid. Other times this may be a direct result of something you or your team did. Either way, the tips below can help navigate you through the drama difficult customers deliver.

1. Remember to let your customers communicate how they feel. First and foremost, them “venting” is often all they need to make things begin to be better. After they are finished venting, apologize for their unhappiness in your store – even if you do not feel they have been let down in anyway. It’s simply showing you support them in their role as a customer.

2. Really listen to your customers and what their viewpoint of the problem is.Even if this is not your viewpoint, try and deliver a response that shows you respect their opinion. If they are challenging your return policy, for example, you can state why it’s in place and that it had to be enforced. It they are challenging a vendor issue, explain your lack of control but your willingness to help here. Often the explanation alone can help customers see your position in difficult customer scenarios.

3. Fix the problem at hand. Whatever the problem is, find a solution. This may mean breaking your own rules every now and again, but this should not be the quick fix scenario. As an indie store owner, you should have boundaries to help keep your business afloat and likewise, as an indie biz owner you are the boss and should be able to break rules when you feel you need to – or want to. You be the judge. Whatever you do, find a solution to resolve the problem and ideally, leave the customer feeling satisfied that they have experienced valued customer service.

Problems will occur, people will complain and life will go on. This is the nature of everything – especially in a business centered around customer service. What you take of this ultimately determines what value it brings to you. Learn from difficult customers to help your overall business and your overall success. You just may begin to be grateful for the disgruntled customers out there every now and again!

Customer Service for Online Stores

In a world where I-pads and online shopping play a big part in consumer lives, it’s important to consider how you can effectively still deliver strong customer service – despite a face to face encounter. It doesn’t help that as small business owners, we compete with big-box stores online (and everyday, let’s face it). But that can also be to our advantage. Here’s how.

1. Personalize your order confirmations. Unless you are dealing with twenty plus a day, this is very manageable. A customized thank you and receipt of order being placed is a fantastic way to share a customer experience that leaves the customer feeling like they have actually had an experience.

2. Package product with care & beauty. Don’t just wrap a product in tissue, put it in a box and send. Instead, create a beautiful package that is exciting for the customer to open – even if it is not a gift. This experience helps create the brand  of your business, as well as leaves a lasting impression on their overall customer experience.

3. Confirm shipment & delivery. Once a package has been shipped, do not consider your job done. Instead, send an email with an estimated delivery date, then follow up a few days after delivery to ensure everything is satisfactory. Often this will lead to conversations that customers will feel engaged in, sharing insight with you that you would never gain otherwise.

Remember that being a “boutique” business lets you stand apart from the competition – so don’t be afraid to do just that. Add special extras, offer thank you incentives (20% your next purchase is always welcomed by customers) and be bold in your total boutique branding. This sets you apart from the big-boxes and even other indies out there. And ultimately, this sets you apart in your success, as well!

E-Receipts for Retailers

How does cutting the clutter in your retail life sound? What about gaining repeated customer attention? Though these are only two reasons e-receipts are a growing trend, they are among the favorites of retailers currently using e-receipts in their customer operations.

For some, the idea of e-receipts can be intimidating. It’s just one more thing to depend on technology for. Many small retailers and independent retailers already feel behind in the technology trends for retailers. Here’s the catch, though…. E-receipts don’t have to be difficult. In fact, they are meant to make your life easier.

Depending on your POS provider or your own personal operations set up, e-receipts offer the chance for you to to the following:

1. Quickly provide customers with proof of transaction without having to print anything – saving paper (and your overhead expenses) while also being green. An added bonus? No more paper receipt packed wallets for your customers!

2. Collecting an email address to mail an e-receipt allows you to gain their email for other marketing purposes. This reason alone is enough of a reason to want to get on board with the e-receipt band wagon. Make sure at the bottom of your receipt you offer an “out” button for people who may want to unsubscribe  to your email marketing. It’s likely most will not opt out, so you will gain a lot of eyes here.

3. Return procedures can be better managed with e-receipts since you will have a history of receipts sent, as well as customers can’t “lose” them as easily. As we all know, what’s on the internet stays around forever. There are perks to that, after all!

Now the reality is not all customers will be in favor of an e-receipt. And that’s okay. The option for a printed version or an emailed version should be your first goal. Where the future will take us only the future can tell in regards to retail receipts. But to get familiar with this new trend can’t hurt. In fact, it will likely help you in many ways.

 

 

Connecting With Your Customers

Connecting with your customers takes more than implementing a one time strategy put in place years ago. It constantly needs review, updating and lots of TLC. The retail marketplace is saturated with options for consumers, so finding ways to connect to your customer is essential in supporting your unique business.

Social media, networking groups, special events, business to business marketing and traditional sales all open the door to connecting with your customer. But once that door is open, what do you do to actually connect? The tips below can help you in engaging customers, captivating their attention and increasing your sales.

[tweetmeme]1. Improve on your current customer service methods. Think beyond the simple “Hello, how may we help you?” and instead become someone who listens, cares and responds to each individual customer and their specific needs. Are their hands filled with heavy shopping bags from other stores? Offer a place for them to  set their bags down so they can shop your store more comfortably. Is it a hot day outside? Provide small bottles of water to customers -  complimentary, of course. Did you just learn they are shopping for an unexpected loss, such as a funeral? Provide them a discount to help ease the burdens of their pain. 10, 15, or 20% isn’t a ton, but actions speak louder than words. It’s the gesture that counts here! Whatever your current customer service standards are, take them up a few notches. And make sure ALL your employees are trained to accommodate these new expectations.

2. Revamp your shopping environment. Consider if your store screams “easy to move in” or “too tight to walk around”. Are your fixtures intimidating or do customers comfortably reach and touch items in your store? Your goal should be to offer a place consumers want to experience, feel comfortable being in and ultimately feel connected to. Combined with other customer service strategies, sales are near certain to increase.

3. Say “thanks” the good, old fashioned way. Every one loves a handwritten thank you, so offer one. If your store collects contact details from customers, this is a great way to follow up after a sale is made and connect again with your customer. A simple thank you note, even in the form of postcard, offers a nice touch of personal connection between you and your customer. While an incentive to come back again is always nice – such as 20% off your next purchase coupon – the act of saying thanks alone is what really counts here. Be sincere, though. After all, you are thankful, aren’t you?

At the end of the day, your actions speak just as loud as the products in your store. Together, they greatly enhance customer experiences and customer retention. It’s time to connect them both so that together they can connect with customers.

Retail Resolutions

Okay, so the reality is that resolutions often get broken. But they are also a great jumpstart to necessary changes and reaching goals. When it comes to retail, your resolution list can be short and sweet or long and tiring. The question is – which resolutions are right for you? Below are some simple resolutions that anyone can add to their wish list for 2011.

1. Training Your Team. It’s easy to hire someone, train them and then let them have at it. But it takes effort to help them evolve as employees, encourage them to grow and motivate them to be better at their respective roles and support them at reaching higher goals. Make it your goal to achieve this in 2011 in an effort to better support your overall business.

2. Promoting Your Store. Don’t let your store blend in with others. It should be your goal to stand out. Even if you aren’t new, haven’t recently renovated or don’t have a new product to promote (though this is an easy way to gain new press), make sure you are reaching out to the media. It should be part of your business plan to acquire press consistently. Local editorial outlets, news stations and radio are consistently looking for new stories. Your story could be their next pick… they just need to know about it.

3. Introducing New Product.Customers get bored with the same thing. While it’s true that some things have been tested, approved and are consistent sell thrus, other products need a kick out the door in an effort to make room for new things.  What new things can enhance your overall assortment? Don’t be afraid to mix things up a bit based on customer trends, demographics or customer requests.

4. Focusing On Your Customers. Take the time to really listen to what your customers like, don’t like and need. Talk to them. Listen to them. Have your employees do the same. While you are at it, put customer service on the top of your resolution list and kick yours up a notch. Really make sure your customer service stands out from the competition. This won’t get ignored – trust me here.

5. Lean On Others. It’s so easy to stress over the right product, the right merchandising or the right seasonal buy. But leaning on others to help you with the endless list of retail decisions is sometimes a must. It’s okay to hire support when needed or simply ask questions from your trusted team. You don’t have to do it all.

Finally, be realistic about your goals. Resolutions get broken when they seem too far fetched – but they get met when they are put in place with realistic expectations. Push yourself to make some impactful impressions in 2011, but don’t kill yourself along the way.

Smiling Through Returns and Exchanges

The season is (almost) over. The rush of crowds buying, buying, buying has now turned into returns, buying and exchanges. Despite the unpleasantness in your cash register after a day of returns or uneven exchanges, your customers still expect to see a smiling face! So even when it can be tough, you have to find ways to deal with it.

[tweetmeme]While returns hurt – literally – and exchanges don’t always add up and often cause chaos in store inventory, displays and customer communication, this time of year is a great time for your store to shine. Hopefully you started the season with a clear, easy to understand return and exchange policy in check. This will ease any confusion customers may have on what can and cannot be exchanged. If you didn’t, this is a great chance to make some changes in the year ahead. Whether you have a great policy in place or not, the fact remains that you need to smile as you deal with the business of the holiday aftermath.

Make sure any employee working the cash register is clear on how to handle returns. This includes processing the return payment via credit card, check and cash. Based on your policies, your refund procedure should be understood and issued accordingly, with no exceptions. Employees need to be reminded to smile and thank all customers, even when they are leaving the store empty handed but with a thicker wallet.To help encourage exchanges, however, employees should be instructed to offer customers the opportunity to browse the store and look for something in exchange for what they are returning. If a quick “no” is given by the customer, employees should continue with the return transaction without hesitation and yes – continue to smile.

While customers may leave the store without a shopping bag, they don’t need to leave empty handed. Provide them with an incentive coupon for an upcoming sale or special event that will help lure them back to your store. And even without a shopping bag, they can still leave having had a great customer service experience. That’s something worth remembering and something that will likely bring them back to you store!

Trade Show Expectations From Your Employees

Five days in Vegas. Bliss, right? Spas, pools, shopping and let’s not forget… casinos. Oh yeah, there are trade shows, too. For some employees, when they hear “trade show” they immediately think “fun”…  but for all the wrong reasons. Because many of the best shows are often hosted in fabulous cities that scream fun, keeping employees focused on the real reason you are in town can be a challenge. And since we know trade shows are not cheap, it’s worth taking the time to whip (and keep) your employees in shape during your trade show trip.

A few helpful tips can aide you in this sometimes challenging task.

[tweetmeme]1. Set expectations.And make sure your expectations are met with routine check-ups on them. If your goal is to have everyone on site and in the booth prior to the trade show doors opening for buyers, then tell your team exactly what time you expect them there vs. “in the morning”. Be as specific as possible with all your expectations so that there are no mis-understanding.

2. Review professionalism standards. Some companies are okay with lunch at the booth and messy leftovers sitting out while customers are inquiring about products… others are not. What are your standards? Be very clear with your team about eating in the booth, taking breaks, dress code policies and more. Review these details prior to your trip, as well, so your employees can plan in advance. Sometimes having a snack in their purse can make all the difference between a hungry and grouchy associate vs. one is not starving and happily engaging with customers.

3. Play Pretend.Aka, role play. Often people just wing it when it comes to handling customer communication and booth traffic. Review scenarios with your team in advance to help avoid uncomfortable results later. Know who is responsible for specific customers, how to act with these customers and what to do in situations that may include a busy booth, customers waiting, a slow booth, a rude customer and more. Working together to plan for this also offers some fun employee relationship building.

At the end of the day… and more importantly, at the end of the show… you want to reflect back on successful time management, effective show prepartion and execution and promising sales made. Having expectations and clear priorities in place with your employees can help you achieve this.

Sharing Product Details With Customers

So often stores are saturated with products that customers never even know exist. Wall shelves are stacked deep and display bars are heavy with inventory that even employees aren’t educated about. As managers and store owners, it is essential to communicate product details with your sales team so that they don’t become lost in your store displays. Instead, your sales associates should actively communicate these details with customers in an effort to help customer’s make informative shopping decisions. Without sharing the details of your product information, it’s likely are losing sales.

[tweetmeme]To kick start this game plan with your sales team, a Product Orientation should be planned. This Orientation can be as formal or informal as you see necessary for your store, but the main goal either way should be to get your team educated on all your products. Whether you are selling footwear, soap, telephones or toys, there are always details to learn about that will help enhance your products in sell-thru. A few key things to consider include:

1. Have a reference spot dedicated to product knowledge for your associates to refer to. This could be a bulletin board in your stockroom or a binder filled with product information – or both. Identify key highlights on products that should be among the top details for them to share with customers. For example, if a new product has recently replaced an old product, identifying what makes the new one better would be critical in communicating to customers.

2. Create a list of “How To Share” details for your associates to reference. This list should give easy conversation openings into how they can share product details with customers. Aside from direct questions being asked by the customers, associates should initiate these conversations to help encourage sales. An example is, “We recently received this (name product here) and have found it’s (name specific feature here) to be very effective in (name purpose here).”

3. Give your associates challenges to meet in regards to educating themselves and educating customers. If you don’t set the bar high for them to reach, they won’t know how far they should go in terms of learning and sharing. Some associates will naturally want to learn new product details and in return, they will likely share these details with customers. But many associates need an extra push – and that push needs to come from you.

The goal of educating your team is not just to make your job harder and their days busier, but to gain additional sales as a result. Informative associates equal informed customers. Clients will become more educated on your overall product assortment and in return, more sales will be made. There is nothing more satisfying than a customer returning to a store after being given a great product sales pitch and saying, “I haven’t been able to stop thinking about that product you showed me.” Your reward? Sales. More money. Happy customers. Satisfied employees. The list can go on and on! So what are you waiting for? Start educating and start selling!

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