On Being Unique: Part 1

On Being Unique: Using customers and employees to maximize the shopping experience

Part I:

How is it that some companies are able to expand in this time of economic strife while others cannot?

Well, it wasn’t some form of magic that helped these retailers survive and do better than others in difficult times. They had information and they used it.

Information is the key. These retailers know that this situation is not permanent, and many have been through similar economic times and survived; many have even thrived.

Part of this information is having the ability to know where customers are coming from and then using this data to know where to focus marketing dollars or even to determine where a new store location should be.

At this time, commercial real estate is in a bind and there are many empty locations. This makes it quite possible to work out a short term lease to not only move merchandise but also test new locations. Or for many of you who are in locations with empty store fronts adjacent to your stores, or at least in the same center, you can contact your center management and take advantage of these empty windows to promote your own location.

More importantly, information also tells a retailer what kind of merchandise to buy and how much of it they should purchase. Guessing and “looking” at inventory will eventually begin to bite into a retailer’s profits without them even realizing what is causing it.

With information, you can also become unique, and stand out from other retailers. That’s what I want to focus on in this article.

Have a Store Window Contest

As most of you probably know, it is critical to keep your stores looking fresh. One easy way to do that is to change your store window displays frequently, at least every month, if not weekly.

In a forum posting, I came across a great idea to keep your window displays fresh. It talked about having a contest with your employees. Create teams of two people who would rotate to dress the windows either weekly or monthly. Every time the windows change, take pictures of the final display. At the end of the year, ask your customers to vote on their favorite window, and reward the winning team with a prize (paid time off, gift certificates, etc.).You might be surprised just how creative your staff will get! 

Building Your Brand with a Website

A website helps you establish your brand and allows people to find you. Nowadays, the Internet is often where people look when trying to find information, resources, places, etc. So, a simple website just consisting of your location, phone number, a map, contact form, and special sale events is all you would need to start off with. A small website doesn’t cost much at all, and is well worth the small investment.

Further down the line, you may want to consider expanding your sales at the store level to the Internet and sell online. This way, you can offer eCommerce to shoppers who visit your site and want to buy your merchandise.

Communicating to Your Web Visitors

A website does more than putting your presence and brand on the Internet and allowing you to sell inventory to anyone anywhere. It can capture the identity of your web visitors by using a contact form which provides you with the means to communicate with them later. You can use those email addresses to send out coupons, flyers and announcements, all at no cost to you.

I recently received a call from a retailer who was working on a web integration project- the focus was to add email addresses to their customer data base. Could I work on a process that would take all of their email address and export this data to take advantage of email blast to their full customer base? My response was an enthusiastic yes. This was a small company in Cave Creek, Arizona and the embracing of technology for Customer Relationship Management was very encouraging.

When the staff learned of this project a flood of ideas came forth – personalize the emails based upon the specific product type purchased by the customer. Can we address the customer by name in the email greeting? Can the individual sales personnel be the signature on the email blast and then send emails not just as a promotion but also as a thank you for your purchase? These ideas came from the staff.  They are now very enthusiastically capturing email addresses as this project is now theirs, they have a responsibility and are showing ownership.

Of course capturing the data is the first part; actually putting the data to use gets results.

For example, a specialty store in Manhattan sells high end kitchenware and home appliances. On a monthly basis they run a report that gives them the address of all of the customers that have purchased high-end vacuum cleaners that require replacement filters on an annual basis. This provides contact with his customers, offers them a service by maintaining their expensive vacuum cleaners and provides a monthly revenue stream.

Build Loyalty on the Internet with a Blog

There are many reasons a retailer should have a Blog (Web Log) with their website.

1.                It provides fresh content to your website.

2.                It gives your customers a reason to come visit your website on a regular basis.

3.                It's a fabulous way to stay connected with your customers.

4.                It enables your customers to see and know what's happening in the store.

5.                It's a great marketing vehicle—you can promote your blog on other blogs, which will spread the word about your store.

6.                You'll be creating a community and better relationships with your customers, instead of only seeing them in person once in a while.

I think a blog is a more personal vehicle for you to express your thoughts, show your personality and talk about your store (i.e., what's new there and what's happening).You can also give customers a little insight into what it takes to run a store.

Feel free to blog about unpacking 20 boxes in one day—take pictures of the inventory, and the mess! Talk about the challenges of being a store owner, and most importantly, talk about your new merchandise. And show off your merchandising! You'll give customers examples of what they can do in their own home with your products.

Host a Store Event

In another retail forum, I came across a posting I want to share with you here:

Last weekend I decided it was time for a new pair of running shoes. For me, shopping for new running shoes is very exciting because it combines two of my loves—shopping and running!

I shop for running shoes at an independent shoe store (one that specializes in runners) because I love their selection and their customer service. And when I was at the register paying for my new shoes, a postcard caught my attention. They're hosting a Diva Event for their female shoppers… wine, cheese and a custom bra fitting. I think it's a very clever idea for a store promotion, and here's why:

1.                Strong design—the postcard has a great design and immediately caught my attention.

2.                Informative content—the promotion will include an educational component that is interesting to female runners.

3.                Free wine and cheese—everyone loves something for free.

4.                Discount—20% off all apparel… second best to something for free is a good discount.

5.                Clever promotional concept—what woman doesn't want to be a diva for a night? 

There are other ideas for hosting a store event. Invite customers to a tree lighting and give everyone who attends a free ornament, or invite a local artist you have featured in your store to do an in-store demonstration, or throw a girls' night out party.

Sell more products that can be personalized.

Lots of vendors are offering lines that you can personalize in the store, or that they will personalize for you and ship directly to the customer (or to your store). Expand on these lines as much as possible.

Individualize your store by offering classes

The more you interact with your customers, the more you can sell. A few ideas: 10 tips for decorating like a designer for the holiday season, or how to trim the perfect holiday tree, or creating the perfect wreath. Of course, you'll be selling some of the products you're talking about, and if you don't feel comfortable teaching the class, invite a local interior designer to help you out. You can pay them by working out a trade (merchandise and/or store credit in exchange for teaching).

Show why your merchandise is unique

Provide more information on the products you sell. If you sell products that are handcrafted, imported from an exotic location or made from something recycled, make sure you're communicating this to your customers. Don't just rely on word of mouth: frame signage explaining why the merchandise is so unique. Make sure you have additional print-outs on hand (on card stock paper) and give one to everyone who purchases one of the pieces. It will help you sell more products, and add a special touch when it's given as a gift.

Provide stellar customer service

I'm talking about customer service again, but you know the more service you provide, the more customers will enjoy the experience and return for repeat purchases!

The successful retailer is in it for the long run, looking to not only maximize profits but create a growing customer base that is in it for the long haul.

Customer loyalty; we all talk about it. A happy customer tells 2 to 3 people how happy he is and an unhappy customer….well, we all know the adage. Keep them happy and coming back. Provide a shopping experience- Music and lights, signature fragrance.

Continued in PART II…

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