In these uncertain times of the credit crunch, an uncertain economy and with the large retailers diversifying their product ranges to offer almost anything it leaves the small independent retailer facing a real challenge to survive and thrive. 

Pricing, positioning and distribution are areas where the small retailer find it hard to compete with the big boys but one area where they really do have an advantage, if they do it right that is, are the levels of customer service that they provide to their prospects and clients.

Enter any medium to large sized retailer today and you are often faced with two approaches. You are either pounced upon by a sales assistant as soon as you come through the door or on the other extreme you get totally ignored.

But for the small retailer, this is an area where they can really make a difference to build up a loyal client base who are treated as individuals as opposed to a number.

Here are 5 top tips to turn your retail store into one that really appreciates its customers:

1.     The Customer Experience

Have you clearly articulated to your staff what you are trying to achieve in terms of customer experience? What do you want the experience to include? Friendly? Informative? Helpful? What do you want your browsers and customers to go away from your store saying about you?

2.     Add-Ons

I don’t advocate hard selling but on 80% of the occasions that someone purchases something in your store there is also an opportunity for them to purchase a complementary product too. Items like glue, thread and string can be combined with almost anything can add 5-10% onto the total purchase price without you looking like you are ramming it down their throat.

3.     Can I Help You?

Never ask this question because we all know that the person will come back with “I’m just looking”. Instead, ask “Is there anything I can help you to look for?” By asking this they cannot come back with the just looking excuse!

4.     Did You Find Everything You Were Looking For?

Here’s another golden nugget – when your customers are paying for their items ask “Did you find everything that you were looking for today?” Sometimes, this acts as a memory jogger for other items and sometimes the customer simply could not find what they needed but did not ask. Expect to have a 5-10% increase in your sales by using this approach.

5.     Make It Easy For Your Customers

When all is said and done your customers want an easy life! They want to browse your store, finding things easily with helpful staff. This is an experience that you can create with no excuses. Become well known for your excellent levels of customer service and friendliness and news will soon travel fast.

Sean

Marketing Consultant