Holiday Tips for Retailers - #1 Think Like Your Customers
Posted by Debra Neville
So far this season, things are looking pretty good at the retail point of sale. Black Friday and Cyber Monday carry their own weight, however, and we can’t depend on special events to keep the sales flowing in. One of the best ways to increase sales any time of year is to get to know your customers, both literally and from a marketing perspective.
Who are they?
Talk to your customers. Sales is all about building relationships. Be friendly, courteous and helpful. Ask them if you can help them find what they are looking for, and if so, find out more. Most people will not only tell you not only what they seek, but also why. Let them know the options and how other customers are using the product. Be the expert they can trust, and they will seek you out the next time they enter your store. Take notes during the day and compile them into a customer profile. Who is the most likely person to buy your products, and what approach works best to complete the sale? Share these strategies with your employees and train them to use the same approach to getting to know shoppers.
What are they looking for, what’s trending?
Your retail point of sale system can be your best friend. Modern software solutions allow you to track not only product sales but also customer behavior. Capturing and analyzing demographic data as well as trends allows you to predict which products will be most popular on different days and times and how to position them to maximize sales. Pay attention to the broader trends as well from your favorite news media, blogs and online journals. Don’t be afraid to ask questions using social media and online forums. Other retailers will be happy to share their experiences and observations.
How do they shop?
Watch your customers as they browse through your store. Where do they look first? How do they move through your store. Do they seek help or avoid it? Do they touch your products or read product labels? Do they compare products with each other? Do they seem confused or lost? Is your store laid out logically and in a way that doesn’t confine or crowd shoppers? You can gain many insights from observing their behavior, but be discrete about it. No one wants to be watched closely as they shop.
What happens at the point of sale?
When customers approach your checkout counter, they are either ready to buy or seeking help. In either case, reach out to them right away. Praise them for making a wise choice and thank them for the sale. If it makes sense, offer them additional items they may not have thought about, for example a tie that goes with a shirt or an add-on that makes a product even better. They will appreciate your adding value to their purchase, especially if the additional items are on sale. Take your time and make your customer feel relaxed and unhurried. The checkout process they remember may well convince them to return for future sales. Many stores, especially in shopping malls, will offer discount coupons for other stores or for future purchases at your store. Make sure your customers receive these, and don’t forget to thank them for their purchase.
Yes, at holiday time your store may be crowded, and there may be lines at the counter. Don’t forget, that’s a good thing! Despite these pressures, you should work hard to get to know your customers. After all, future sales and referrals are just as important as the first sale.
