[tweetmeme]Suggested ways to help entice your right-handed, right-minded customers include the following:

1. Show off your “must see” products to the right of the store. This may include new arrivals, must have markdowns and great marketing pieces.

2. Offer baskets or other containers that customers can quickly pick up to start their shopping. If your store is filled with many smaller items, this is a must have. If your items won’t fit appropriately in a container, no worries. Just make sure to let your customers know you are there to help keep their hands open (and shopping!) if they should get filled. Start a dressing room, put items on the cash wrap – you get the idea.

3. Avoid having your cash wrap display directly to the right of your store entrance. Customers will immediately walk towards you and instinctively, many will feel overwhelmed by the “in your face” approach since associates usually are standing by this area. Instead, position your cash wrap in the middle or back center of the store so you can see your store more clearly and most importantly, your customers can shop more comfortably.

4. Keep the traffic flow comfortable. If customers bear to the right when they first walk into a store, make sure there is room for them to do so. Allow for your floor plan to easily flow with a customer’s natural walking path. Aisles should be clear and flowing so that customers will not have to wonder how to get from one place to the next. Let them just glide through the store so that they will enjoy their shopping experience longer – giving them more opportunities to buy!

5. Use strong visual displays that immediately captivate your audience. Sloppy shelves, unorganized hang bars and other lazy merchandising efforts will immediately leave an impression on customers if this is the first thing they see. Go out of your way to make sure this area always looks great.

If you are aware of how your customer shops, then you are more aware of how to help them. Watch how the customers move in and out of your store and see if there is a way to improve their time spent with you. Ask yourself if displays may be limiting their experience by preventing them to walk  the store more comfortably. Determine if your customers are struggling with where to turn and what to do next in their shopping experience. Look beyond the right space in your store and analyze their entire experience. You just may be surprised at how a few changes can make a big difference!

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.

The first thing to consider is the timeline of your return policy. If you have a two week return policy from the date of purchase, this may not allow a gift giver to get the gift for the holiday season under the terms that the gift receiver can return or exchange it after the holidays.  The most effective way for small retailers to handle this is to decide from what start date to what end date they will accept returns or exchanges during this time of year. Many business owners consider Thanksgiving as a good start date with shortly after New Year’s as a fair end date. Extending this timeline to just before Thanksgiving, such as mid November, to mid January can be even more effective and supportive of your consumers. Whatever timeline you decide is best for your business, make sure to promote this so that your customers are aware of this special holiday return policy for gifts only. Include these details in your store front window, through an email blast and near your check out area leading up to and during the holidays.

The second thing to consider are the terms of your return policy. Will you accept returns or only exchanges? Are there any products that are not acceptable for returns, such as undergarments or jewelry? Whatever specifics you want to be clear to your customers, let them know. This includes items that may not be gifts but purchases for themselves. Leave no room for exceptions here in an effort to avoid an upset customer later. Include these details on their printed receipt, as well as make a sign that is visible during their check out at the store. In addition, it’s always a good idea to have store associates tell customers about your return policy before or during the check out procedure.

The third thing to consider is making sure your customers are supportive of your extended holiday return policy. By being supportive, they simply need to be aware so that they can’t claim later they weren’t aware of the return or exchange details. One way to do this is to have any customer who purchases a gift initial the gift receipt so that upon return, you are aware that the gift giver was informed of the policy. This helps avoid extended returns on products they may have purchased for themselves, as well, since you will not have to ask them to initial the receipt. Do make sure that if you offer returns or exchanges, you only do so with the receipt of the product. Make ALL points that you want included in your policy visible to your consumers not only on the receipt, but in a clear posting at your cash wrap station, as well.

Finally, be realistic with the complications this may bring. While you should do everything in your effort to prepare  yourself, your store employees and your customers for this extended policy with new terms included, you need to also be ready for some hiccups along the way. Tis’ the season for customers who want to push the limits! But supporting your store with an extended holiday return policy is likely to open up more opportunity for sales than not extending your policy at all.

Have other ideas on what works for your store? Let us know!

1. Offer free shipping on all your products. No exceptions. If you have to make exceptions, make them few and rare as a way to better support your customers.

2. Provide gift wrapping services for gift items without an additional charge. Make your gift wrapping really fabulous and stand out so that when the the package arrives to the receiver, they are impressed and want to check out your online store, as well, just from the gift wrapping alone.

3. Send email coupons out as thank you for any online purchase. This not only shows your appreciation for their recent purchase, but gives them the opportunity to want to return online to shop for more. The coupon should make the customer really want to return, so offer something more than just 15% off. 25% or more is a nice incentive, as well as other ideas include a gift with purchase or buy one get one free on select items.

Using Email Campaigns To Support Your Online Store

If you have a database of your online shoppers, use email campaigns selectively to communicate your brand message, sales, new items and more. Make sure to excite your customers but not to bombard them with too much, too often. Through your email campaigns, make sure your customers know they are important and among the first to know about all your great products, sales and more. This is a great tool to use as a way to showcase your incentives, as well.

Offer Support To Make Shopping Online Easier

Want to offer even more than what you know you can? Let your customers know that they can contact you through phone or email to communicate their special incentive needs. Be creative and be open to ideas that allow for flexibility to support your clients the best you can.

Finally, recognize that as an online store, you need to reach beyond the expected to stand out from the rest. It’s a tough retail market in all categories, so make sure you take the steps necessary to offer more than what the majority are to your customers in an effort to gain more in sales as a result. Have other ideas on how you can better support your customers when selling online? Let us know! Please comment below.

Low Budget, High Function

A great way to shop for store fixtures is to consider buying used fixtures. Often you can find this from local retailers who are re-merchandising or closing their store and selling old fixtures, as well as by attending flea markets, salvation army stores, antique stores and other outlets that provide a variety of furniture pieces that may be suitable for your retail decor needs. Be creative and try and look beyond how the fixtures or furniture are currently being used so that you can see how they may be used for your specific needs. If you aren’t afraid of a little dirty work, sometimes it just takes some cleaning and a paint job to make things look new again – perfect for saving money while still bringing style to your retail dreams.

If doing some creative shopping isn’t your thing, there are companies that specialize in selling used or “like new” fixtures that may suit your needs. They include the following:

http://www.storefixturesupercenter.com/usedProducts.asp

http://www.storefixtureliquidator.com/

http://www.americanhanger.com/

Trusting  An Expert

While it’s great to reuse, recycle and bring new life to old fixtures and furniture, it’s very likely you will need a few – if not a lot – of new fixtures or furniture for your retail store. Retail Minded recommends Store Supply Warehouse for your retail decor needs, specific to clothing racks, display fixtures, grid systems, shelves and much more!

Offering all the products you need to furnish and merchandise your store, Store Supply Warehouse is a a no fuss, online retail supply store site that offers everything from apparel racks to pricing guns to mannequins and  more. With no minimum orders necessary and real people (versus the very annoying automated systems) answering your calls, you can trust that Store Supply Warehouse is there to support you with your unique retail needs. Their website is easy to navigate and while it may not “wow” you in style, their products can add that “wow” to your store that you are looking for. Let their customer service team help you along the way if you need assistance, plus you can trust your order will be placed immediately – all inventory is in stock and ready to ship for your retail needs. Don’t forget about your dressing room needs, cash wrap displays, wall systems and all the other necessities in pulling your store together for a completed retail look. Learn more by visiting www.storesupply.com.

Need To Sell Your Old Goods?

If you are looking to sell fixtures along the way, consider contacting National Retail Equipment Liquidators. They may be interested in purchasing some of your old goods depending on the quantity and quality. Learn more by visiting  http://www.nrel.com/nrel-sell-your-fixtures.html.

Pulling It All Together

Buying used, recycled or brand new, the overall effect of your retail store should compliment your product and store image. Be creative to make sure you stand out not only in function, but in style. Every detail matters here. Shopping for accessories for your store, such as wall hangings, mirrors, throw rugs, lighting and more, don’t have to be done at traditional store outlets but can be completed at any of your favorite shopping destinations. Bringing all these details together is the goal – just make sure you are supporting your customers in the design and function along the way!

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.

Independent stores have the opportunity to make their own rules, and when doing this, adding special events to their “to-do” list is a fun way  to keep some constant “buzz” around their stores. Whether it’s a weekly story time for a children’s store or a routine event every first Friday of the month, having special events as part of your routine will give your customers a reason to come to your store besides just shopping. Of course, the goal is to get them to shop more, but it’s also a way to build respect and loyalty to your store that will make them want to come back to you when they do need something – whether you have event or not to bring them in.  

Some routine special event ideas include:

Happy Hour Shopping “Deals & Drinks” - Rather than discounted drinks at a bar, offer discounted shopping during a certain time each Friday evening or at least one Friday each month. Be creative in how you can spice this up in your promotions and add excitement to the evening. Serving refreshments makes this shopping event more than just a reason to shop, but also a reason to socialize. Light appetizers adds even more reason for people to stop in. Work within your budget to see how you can make this work for your store.

 Partnering Up With A Charity – Make it a habit to host a charity event at your store space that introduces a new crowd to your store (the charity should have their own mailing list). Not only will you be offering your store space for a valuable cause, but you can gain new customers, offer incentives during the event and more. Get creative to see how this may work for you! Another perk? You can likely write off any expenses involved in this event at the end of the year!

Story Time For Kids – Cater to kids? Whether you are an apparel store, toy store or offer a little bit of everything, having a routine story time for kids is a great way to gain loyalty for your business. Moms will love bringing their little ones to your store for fun, and you will love that they may shop while there! It’s a win – win with very little overhead! You simply need a few books and an area for the kids to sit down. How easy is that? Of course, a great storyteller helps, too.

Make sure when promoting your store events that you give your local media enough time to share the news of your store happenings. Many media outlets offer special event calendars, which is a great way to spread the word about what you are up to. In addition, inviting the media  to an event can also help gain some press for you, in return.

Remember to stay consistent when planning routine events so that your customers can count on you for them. In addition, don’t forget to learn from both your mistakes and successes along the way. And finally -  enjoy the fun that special events can bring to your retail store!

We can all agree that feedback is a necessity in any type of relationship, but the actual giving and receiving of it can be a bit arduous in many aspects. Feedback can take many forms: 360 assessments, conversations with your clients, performance reviews, customer/employee opinion surveys, chatting over dinner with significant others, and check-ins with those reporting to you - to name a few. Positive feedback is fun and easier, so let’s talk about the harder part of feedback: the areas of needed improvement – A.K.A. critical feedback.  Ideally, and if feedback is being given in a face-to-face interaction, with proper probing and reflective listening, the reviewee will discover the areas of needed improvement that need addressing and then resistance is minimized and growth strategies can begin to be developed. However, sometimes the issue needs to be presented by the reviewer as they are the one who has taken the responsibility for the other’s growth (by giving feedback as well as by being their manager). The problem is that many times the reviewer’s critical feedback takes on an air of criticism that leads to excuses, defensive behaviors, frustration and resentment.

A wonderful way to reduce these negative outcomes is to give the “negative” feedback in specific, actionable, positive steps with a positive pairing of what’s in it for the reviewee to begin correcting the needed areas. For example, if  the boss of an employee named Natalie is filling in the comment box on her Annual Performance Appraisal and says something like “Natalie has poor customer service orientation,” she may feel attacked, wary of where the information came from, discouraged and unmotivated.  Now if the same issue is addressed in a manner more along the lines of “If Natalie increased her attention to the needs, wants and behaviors of her customers (specific actionable steps), she would be able to further strengthen her customer relations and  increase her sales and commission earned  (paired with a positive outcome that Natalie and her employer care about),” she is more likely to feel cared about (the reviewer took a few extra seconds to specify what would make her better), empowered, and integral part of the organization (or relationship), and motivated! WIN-WIN!

By choosing words that support your associates, you are choosing to help support your business, as well. Make sure to think, react and manage with a positive spin to eliminate negative work!

The above article was  contributed by Jonathan Eisler, MA, Organizational Consultant at RAJ Associates. While most would say that the reason any company and those that work there exist is to make money (an operations mentality), RAJ Associates believes the reason all businesses SHOULD exist is to acquire new relationships and improve upon the ones that they already have (a marketing mentality).  Our team of Industrial Organizational Psychologists  works collaboratively to deliver high impact training, coaching and professional development  that assists managers in becoming coaches, sales reps becoming consultants and customer service agents becoming client advocates so that adaptive constructive change is inevitable! Get in touch to learn more.  www.jonathaneisler.com, www.rajassoc.com, (312) 943-0479, jonathan@rajassoc.com

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!

1. Offer a discount to another business through a coupon with any purchase at your business. Likewise, your partner business is doing the same for you.

2. Give an incentive, such as free gift with purchase, from your store at your partner’s business. Again, your partner business can do this for you, as well.

3. Introduce a loyalty program that overlaps with both businesses and rewards your customers with benefits from both businesses, as well.

4. Hold special events that both businesses participate in at each of your retail / business establishments in an effort to get introduced to new customers.

5. Stay loyal to your partner business through referrals and likewise, your partner business can do the same.

When introducing yourself, your business and your ideas to potential partner businesses, make sure to be friendly and professional in your delivery. Your objective should be for them to see the value in a partnership that will not only increase sales, but also provide a trusted friend in your local community of businesses. A phone call or email can make the initial introduction, however a face to face meeting to really nail down the details should take place.

Remember to be creative! The opportunities are endless in how and who you can work with to help your business gain new customers and increased sales!