Marketing & Management
It's All About The Customer
...by Nancy Proman
As an independent store owner, there is just so much to do! Endless hours have to be devoted to buying, merchandising, staffing, displays, and sifting through countless piles of paperwork. It is easy to get caught up in the details, and forget about the component that drives the business: your customer. Without him or her, there would be no reason to exist.
Here are a few reminders as to why your customer is so important and what you need to do to every day to insure your store's success in this ever changing retail environment.
The first impression your store makes is in the window displays. Make sure that merchandise featured is coordinated so that your windows have a theme, or "tell a story." Windows should be changed on a regular schedule, preferably on a weekly basis. If your store has the budget to hire a professional display person, all the better. The store's interior should follow up with the coordinated placement of merchandise on display fixtures. Your customer's eye will be pulled into your store if it appears neatly arranged and organized.
When a potential customer enters your store, it is like having a guest enter your home. This person should be greeted immediately and warmly. A smile does wonders for welcoming someone into your retail space. Engaging the customer in conversation to determine needs is also something that should be done, after letting the customer look around a bit. One way to start a conversation is to pay attention to the merchandise that the customer is looking at or picking up. Asking a few leading questions other than "Can I help you find something" help the sales associate make appropriate suggestions. Usually questions that can't be answered in a "yes" or "no" are best.
There is nothing more annoying for a customer than not having enough staff for assistance. Customers shop specialty stores because they want service-they don't expect to be treated as if they are in some discount store check out line. Training sales associates to put the customer as the first priority is imperative. Regularly scheduled staff meetings should include role playing in how to deal with customers in various scenarios as well as giving out pertinent product information. As a store owner, your time spent on the selling floor will not only serve as a positive role model for your employees, but your customers will love the opportunity to interact with you, as well. By setting aside some part of each day to be on the floor, your customers will know that there really is a local owner who is visible and interested enough to spend time with them-one sure way to win points!
The specialty store owner can make the shopping experience more satisfying by going the extra mile to service the customer. Offering to do special orders, and following up with requests should be the norm. Having a picture book or catalogue, featuring future merchandise on order is one way to encourage the customer to return to your store. If there is something of interest, take note of it, and call the customer when the delivery hits. Customers appreciate any kind of personal interaction that differentiates the successful retailer from the mediocre one. Thanking customers and inviting them to stop in again gives your store a warmth, so often lacking in many retail operations.
In today's retail environment, having a website is vital. This is an easy and cost effective way to communicate with your customer on a regular basis. Electronic newsletters filled with reports from the latest market trip, fabric, color, and style information are readily available without the cost of postage!
Even putting a favorite recipe from a member of your staff in your newsletter will convey a more personal touch to your store. Independent retailers can make customers feel special with in-store events. Trunk shows, seminars, vendor appearances are all extras that add to the ambiance of the total customer centered shopping experience.
Owning and operating a specialty store is truly a labor of love and hard work. Being an active and visible participant is vital in making the business a success-never lose sight that whatever you do, first and foremost, it's all about the customer.
Editorial provided by Nancy Proman. Nancy's retail career spans over thirty years of department and specialty store soft lines experience. She brings a wealth of practical knowledge to independent retailers, including buying, merchandising, and advertising. Most recently, Nancy owned Maternal Instincts, a maternity clothing retailer, in a suburb of Minneapolis, Minnesota. Nancy is a partner in Dynamic Experiences Group, a retail consulting business. She can be reached directly by telephone (612) 281-9415 or by e-mail, nancy@dynamicexperiencesgroup.com.
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