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!