Thanking Your Customers For Shopping Local

Tis’ the season for giving… and giving thanks certainly qualifies as something to give. Now, more than ever, local retailers and independent store owners need to not just want business, but they need to remember to thank those that are giving them business. The economy is still tough, the competition in retail is definitely still tough and yet not enough retailers are letting their customers know just how much they care. So this holiday season, reach out to your consumers after they have reached out to you. Say thank you for their support, their purchases and their efforts in keeping your local business community alive. A few ways to do this include:

1. Have a customer appreciation party in the new year. Not only will this bring customers back to your store, but it will also remind them after the holidays that you haven’t forgotten about them just because the season of shopping is over. Truly be grateful for their business and let them know this. Make the evening about them!

2. Send out thank you cards.After any purchase, if you have the customer’s contact information, send a hand written thank you. This simple, old fashioned gesture is neglected way too often these days and yet still greatly appreciated. Make sure to tell your customers exactly what you are thanking them for.

3. Give an incentive off their next purchase with the purchase of something now. This not only shows them you value their business, but it will also encourage them to come back to your store again.

Remember to explain why you are thanking them. Explain to them quickly yet concisely the value in their shopping local and supporting your business. These gentle reminders don’t have to be grand, but they can still go a long way.

Consumer Shopping Habits – Need vs. Want

Need is only a small part of why shoppers buy things. Want, which is typically driven by emotions, makes up a large part of why consumers choose to purchase things. Because of this, it’s up to you as buyers of your retail stores and designers / owners of wholesale businesses to try and understand both the need and want of consumers today. Balancing the reality between the two and your specific business can help enhance your overall success in sales, allowing you to really capture an audience that stays dedicated to your store or product. The first step in doing this is understanding the difference between products consumers need versus products consumers want.

For example, as cooler weather approaches, consumers start to think about a change of wardrobes and new essentials they will need – or want – to keep them warm. Some consumers already have their staples, such as coats and boats, taken care of and in their closets with no care as to what the new fashions may be. Others, however, may have gained or lost some weight and NEED something new while others want to stand out in the latest trends, therefore WANTING to get a new coat. These examples represent two different types of consumers, though two is just a small example of the many types of consumers that exist. As retailers and wholesalers, it’s important to try and understand just who your audience may be when trying to make a sale. Will he or she NEED to get your product or is it more likely your product will be sold on a WANT basis?

Once you have identified the type of product you are selling, you can then support it with marketing and merchandising that will help capture the audience you believe it will be sold to. Make sure your sales team, whether as wholesale reps or in store sales associates, are educated on the reasons someone may NEED a certain product as well as why someone should simply WANT that product. In addition, make sure they know how to listen and understand your consumers so that they can help make the sale accordingly, trying to sell it as something someone “has to have” simply because it’s a hot trend or looks great on someone or likewise, because it is something they must have to meet the needs they are looking for. Each consumer is different, therefore each sales pitch may need to be altered and of course, each reason for purchase will be varied. Recognizing these points in a competitive marketplace is important in keeping your business healthy by making smart, educated decisions on your marketing, merchandising, product purchases and more. Listening and reacting to consumer purchasing trends in your business can help give you an edge, as well. Don’t ignore the reality that consumers really are your bosses when it comes to your success. Their decisions as to if they NEED something you sell or really WANT something you have makes all the difference in how your business will succeed.

Letting Your Customers Lead You

With the economy still down and retailers still struggling, business owners are leaning on a variety of sources to help keep their businesses alive. Consultants, trusted colleagues, local business groups and more are available to help provide solutions to retailers looking for new ways to stay afloat. One of their most promising sources, though, is often overlooked in their customers. Tapping into the thoughts and suggestions that customers can provide can lead to solutions that retailers can gain from. Listening and responding to what your customers are telling you is among the most effective ways to keep your business healthy. A few suggestions on ways to get your customers to talk include:

1. A good, old fashion suggestion box. Let your customers anonymously provide feedback by writing down their opinions and sharing them with you without judegment. By positioning this box in a visible yet somewhat private area, customers will be more inclined to share their comments without feeling that they will be criticized for their thoughts. Some customers won’t care at all that their opinions may or may not be preferred, but others will so it is best to lean on the side of comfort here. A good place to locate this box may be in the dressing room area, by the front door or even on a shelve in your store display. While the cash wrap may seem ideal, it also draw attention to someone putting a comment in it. Don’t forget to include paper and a pen for comments to be shared on!

2. Blog it and ask for comments. Does your business use a blog? This is a great way to gain customer interaction and gain insight from what they are thinking. Encourage them to post comments on product suggestions, customer service and all else that relates to your retail business.

3. Customers deserve some appreciation! Use an event to drive traffic to your store while making it all about them. Thank them for their support as customers with some cocktails, appetizers, sales and entertainment… then while you are at it, ask them for more support with feedback on how to make your store even better. By making it fun, they will be more likely to want to talk.

Keeping it simple goes a long way, as well. Simply reach out to your customers while they are in your store and through converstaion, gain feedback from them. Ask them directly about your product assortment, missed opportunities, customer service and anything else you believe you can learn from. Wondering about a competitor? Ask them. Customers can provide real life insight that can help your business thrive when applied to your business strategy. That said – be aware that not everything you hear will be worth reacting to (use your best judgement here) and likewise, you won’t always love what you hear but may still need to react to it. You may not be able to make everyone happy all the time, but it will be rewarding to know you are at least trying! Best of all, you should find happiness in productivity and sales if you respond to this feedback accordingly!

5 Ways To Engage Your Customers

Whether you have a free standing store, an online store or sell in any other way, it is important to keep your customers engaged. By doing this, you keep their attention and hopefully will keep their business, as well. Five ways to help do this include the following.

[tweetmeme]1. Ask your customers their opinion. Have some ideas but not sure if your customers will respond to them favorably? Reach out to them and ask before you invest your time and money into this idea. You may be surprised with what you find out – and what you learn (including new, stronger ideas). Want to gain feedback from a recent sale or special event? Tell your customers “thanks” while also reaching for some insight on their thoughts. A great way to do this is to send a ”feedback” survey via email.  Get them to talk to you about what they really think of what you are doing for their business.

2. Be open to complaints and address them. We have all had our issues, let’s face it. Late deliveries, poor communication, damaged products – the list goes on and on. Sometimes it is out of our control however often, it’s not. Listen up when you hear a complaint and try to evaluate how you can improve on this the next time around. In addition, try to make sure your customer is ultimately happy. And of course, follow through! Let them know you heard them (give thanks here too) and that you are working on improving or fixing the situation.

3. Remember the little details of your customers lives. Their kids names, a special event they just went to, an upcoming occassion, where they work – make it a point to listen and then ask them in friendly yet professional ways how things are going when you talk to them. Each customer is different, though, and some may respond to this chit chat better than others. But those that enjoy it will appreciate it. Limit this to just a bit of time, though, as it’s important to get to business and not take up too much of your customer’s time.

4. Refer your customers new business when possible. Want to make your customers really happy? Bring them business! Whether it’s a small deal, a single sale or just a shopper who doesn’t even make a purchase, let them know you appreciate what they offer and tell others about it! Make sure they know you are referring people their way, but you don’t need to do this in a big way. Simply send them an email letting them know “so and so” may call them or stop by.

5. Actually care. So simple and yet so powerful. If you actually care about your customers, they are more likely to care about you. Are they struggling with bills this month due to the economy? Listen and see if you can extend their payment for you – if, of course, you know it will come. Are they dealing with a family crisis? Send your thoughts and best wishes – and mean it. Maybe you just value their business. Let them know! Sincere actions go a long way. Show how you care whenever you can.

Retail Minded is committed to helping independent retail and wholesale businesses thrive in all the ways that matter, but we can’t do this alone! We’d love to hear your thoughts for our readers to learn more. Please comment below.

Getting Rid Of The Bling

The good old days of multiple items per purchase and hefty commission checks for your associates are over. Consumers today are embracing the reality of their paychecks, or lack of them, and spending accordingly. To help let your customers know you are on board with them, eliminate the bling from your customer outreach. It’s time to get rid of the fancy and embrace simplicity. Consumers are and so should you.

With the economy still in an undesirable place and consumers still on guard about where and why they should spend their money, retailers and wholesalers both need to communicate in a style that customers today can relate to. Instead of offering all leather handbags, for example, offer some great fabric designed totes that are more affordable and just as stylish. Rather than suggest multiple layers for your spring look, suggest a single item dress as your trusted spring wardrobe staple. Embrace the simplicity that customers today are craving and respond to their needs. The goal, of course, is for you to not sell less but to sell smarter and to sell more as a result.

Let your customers know you are thinking about them in these tough times, as well. Sell your simple strategies by talking to your customers about how they will save from what you are offering them. Listen to their feedback, as well, and support them if you can. More than ever customers need to believe that retailers are on their side, so make sure your customers know this. As a result, you should find out they are on your side, as well. Don’t forget to know what your competition is up to, also, so you can stay one step ahead!

What are you doing to gain customer attention these days? We’d love to hear from you!

Boutique Extras – What Are They?

A lot of my retail clients ask me what they can do to help them stand out from other independent boutiques. Aside from providing products that customers will want to return to their store for, I suggest offering customers boutique “extras”. Hard to find at traditional big box retailers, such as Macy’s and Dillard’s, and yet not offered in most boutiques, boutique extras offer that “extra something” that customers appreciate.

Examples of boutique extras include:

Offer a beverage while shopping. So simple, and yet so nice. Depending on your store and your business license, you can offer anything from filtered water to sparkling water to tea to wine. Decide what you think may complement your store and go from there. Possibly you don’t offer alcohol but serve your beverages in wine glasses. Be creative with your presentation of this service but remember that this is just extra – don’t make it why your customers come to shop.

Provide complimentary gift wrapping. That said, don’t just tie a ribbon around the bag purchases are put in, but rather have a classic and charming gift wrapping style that will “wow” your customers and the receiver of the gift, as well. Make your gift wrapping stand, therefore creating a conversation about your store before they even open the gift!

Offer product delivery services – even for items purchased in the store  or within the same city. This is particularly important if the product purchased is heavy, hard to carry, breakable, or a special purchase of any kind. When possible, don’t charge for this service but rather offer it as part of your sales strategy.

Have “pass the time” options for shopper’s companions. Whether it’s a bored husband or restless child, if you can provide something that will engage your shopper’s companions so that they can shop more leisurely, you are not only offering your customers something extra but you are doing yourself a favor, as well. A comfortable chair, stylish or not depending on your concerns, is always nice to have on hand. Have  magazines available for both men and women – even friends can get bored while waiting on some shopping decisions to be made. Another idea is to offer internet access. Televisions can be nice, as well, but they may interfere with the shopping environment since they can be loud. For kids, a child size table with coordinating chairs is a great idea if you have the room. A basket of gender neutral toys or a nice variety is great, too. Make sure they are quiet toys, though. The next time a busy mom needs to shop and only has twenty minutes, the choice between your store or the one without a kids corner will definitely stand out in her mind.

Offer frequent shopping incentives. Coupons, discounts, early bird specials – whatever you decide to offer, make sure your customers know it’s something extra to what other customer’s get. This is assuming these customers are on a mailing list of some sort and you have access to communicate these details to them separate from your normal communication with all other customers.

Offer coat and bag check services – complimentary, of course. If you live in Chicago like me, you know how much of a pain it can be to shop with a heavy coat on in the middle of January. Make it easy for customers to take their coats off, check in any bags and shop comfortably.

Provide neighborhood information to them. Since many boutique owners are located in neighborhoods that offer lots of shopping, some of your customers may not know which streets to walk, where to have lunch, or how to get to their next destination. Make their entire shopping experience more enjoyable by helping them along. By offering a street map and already written down restaurant suggestions, you are showing your customers that you care about their entire day, not just the time they are in your store. Whether they purchase something or not from you, this extra something will certainly be appreciated.

The great thing about independent boutiques is that each one is different. Whether you offer a little something extra or a lot of extra somethings, remember that your store represents itself and you want it to leave the best impression possible with your customer. Through all the attributes that make up your retail store, the most important thing is to make sure your customer knows you care. This is what being a boutique owner is all about.

Do You Really Know Your Customers?

Recently I visited one of my favorite streets in Chicago that is filled with different boutiques, cafes, restaurants, and more. Included among these stores is one of my favorite. With respect to this store, I won’t name any names here.  However, I will tell you that this store carries mostly apparel with some accessories, as well. Trina Turk to Three Dots fill the floor among various other lines, so you can imagine the price points I am referring to here. While many shoppers who purchase $100 t-shirts and $400 jeans can still afford to shop a little, most are not shopping a lot. Because of this, I would still expect to see some markdowns or discounts being offered. Unfortunately, I didn’t.

Being optimistic, I thought that business must be great. I would have been so happy for the owner if this was in fact the case, however after chit chatting with the sales associate who I happen to know makes most of her salary through commission, I found out sales were very slow. This didn’t surprise me. What did, however, was that the store had not reacted to the ongoing retail slump and economic struggles that all customers are facing. It made me wonder if the store owner really knew who her customers were anymore.

After a bit more chit chat, I found out that most of their store clientele is not repeat business but rather tourists in Chicago and occasional splurges by Chicago college students and spoiled high school kids. She said they actually had very few “regulars” anymore. The key being anymore. According to this sales associate, ladies who use to stroll in and out of the store once a week were rarely seen and now the store foot traffic was mostly just browsers. It made me realize that their customer had truly changed before their eyes, and yet it appeared that the owner didn’t even realize this. Had she, I would imagine, she would try to keep up with this change in order to survive a possible retail death. Turns out, sales were less than half what they were a year ago on a daily average!

As store owners, it is easy to become comfortable with the idea of who your customer is. However, customers often change over time, and it is easy to dismiss the reality of who our customers really are when this happens. It’s important, however, to take note of the changes and react to them accordingly. The way I see it, there are two simple first steps to identifying what you should do next here. The first is to change with your customers by responding to what your targeted clientele needs are. The second is to accept who your new customers are and react to how you can better serve them. The third option, which I do not support, is to simply ignore the reality of your customer base changing and not do anything at all.

While target markets are often identifed on store business plans prior to store openings, they are not always revisited once the store opens. Make it a point to revisit who your customer is in order to survive the changing pace of retail.