Now more than ever, retailers are looking for ways to maintain their current base and attract new customers. The questions still remains: how do you entice them to return and increase their frequency of visits? Once a new or repeat client discovers your store, you want to stand out from the competition and turn them into loyal lifetime customers. Remember, they have plenty of options, so show them what sets you apart from the competition. Start each relationship off on the right foot with these few, simple steps!

1. Excellent and Consistent Customer Service. It may seem obvious, but you’d be surprised how many stores simply assume their staff is performing, instead of taking proactive steps to ensure excellence. Regardless of how small or large the store is, it is mandatory to have proper training and a manual set in place. Your employees are the face and voice of your company and each should follow similar guidelines to ensure your image is being portrayed correctly and consistently. A knowledgeable, friendly and helpful staff goes a long way toward retaining customers. Your staff should always make recommendations and suggestions to fit a potential clients needs and wants. Train them to be persuasive without being intrusive.
2. Keep Inventory Current. Retailers need to be aware of customer behaviors and of course, current trends and new products in the market. Changing your inventory on a regular basis, not only during major season shifts, will give them a reason to return. Consistently ask them what they are looking for and are interested in. If your store does not carry a certain product, consider a special order.
3. In-Store Events. Create fun, social and interactive events within your community. Partner with vendors or other local stores that have a similar client demographic. These events will give your customers a reason to visit even if they had not planned on shopping. Think of new ways to entice potential buyers to walk through your door, besides just focusing on price.
4. Loyalty Programs. Don’t underestimate the power of a loyalty program. Whether it is a Rewards,VIP, or Membership program, customers like to feel appreciated and important. If properly set up, these programs will serve as constant reminders that they are appreciated. Aside from thanking your customers, these programs allow you to collect valuable and useful data including e-mails, birthdays, anniversaries, favorite brands, frequent purchases, etc..This data will help you understand your target demographic and the best way to target them.
5. The Comeback Card. How many times has a potential buyer browsed your selections and walked out empty handed? It is essential to make a connection before they leave your store. The best way to do this is a Comeback Card. Have each employee carry a handful of plastic cards – something customers can put into their wallet, with an offer to entice their return. A dollar amount is usually the most effective offer (between $10-$50, depending on your merchandise). The card will serve as constant in-wallet advertising when you include an image, logo and contact information. Plastic Cards have traditionally pulled the highest redemption rates for these initiatives. They serve as a constant reminders to the consumer to walk through your doors the next time they go shopping, because they have a gift.

These simple steps will ensure happy customers, more sales and healthy growth in your business.

This entry was posted on Wednesday, June 23rd, 2010 at 10:30 am and is filed under Customer Service, Retaining Customers. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.