| Have you said "thank you" lately? Two little words | | | | in the long term, not only is the retailer acquiring new |
| that are the sum of your store's customer service | | | | customers, but keeping their best customers. |
| values. Whether you say them literally, or convey | | | | 4) Do you offer your best customers complimentary |
| them in your actions, both are necessary to acquire | | | | gift wrapping and gift registry? Do you offer your |
| and keep your customers for life. | | | | best customers an opportunity to complete a "wish |
| Schedule a staff meeting, order the pizza, and take | | | | list"? Keep a registry of best customers' names, |
| this short quiz to assess your store's commitment to | | | | addresses, phone numbers, and details of their "wish |
| acquiring and keeping your customers for life. | | | | list", sizes, and color preferences. It acts like a gift |
| 1) Do you even know who your best customers are? | | | | registry for your customers and gift buyers will thank |
| Don't forget the 80/20 rule. Or in this case, 20% of | | | | you for its convenience. Wrap the purchase, enclose |
| your customers represent 80% of your sales. This | | | | one of your specialty gift cards (imprinted with your |
| means that 20% of your customers should be | | | | store's name, logo and mission statement that says |
| treated like they matter, because they do. | | | | "bought especially for you".) |
| 2) Do you "listen" to these customers that represent | | | | 5) Do you keep a customer's order book on your |
| 80% of your sales? Are you aware that your | | | | counter or in the computer? Keep track of your |
| merchandise and merchandising should be geared to | | | | customers' "wants" including those who are waiting |
| the needs and wants of this select group? They are | | | | for upcoming merchandise and new arrivals. Lists can |
| your "preferred customers" and their suggestions and | | | | be organized by either the supplier's name, or by the |
| comments are your virtual gold mine...mine them, or | | | | item itself. Keep track of dates entered as that |
| "mind" them. In other words, you need them! | | | | enables staff to keep customers up-to-date |
| 3) Do you reward these preferred customers? What | | | | regarding the status of the item. Don't allow too |
| have you done for them lately? If your staff can't | | | | much time to elapse without touching base with the |
| generate a dozen or more "rewards" immediately, | | | | customer. When a staff member takes the time to |
| then start brain-storming now! Your staff should | | | | listen to a customer's want, and writes it down, the |
| generate suggestions and special promotions to thank | | | | customer feels special and knows that she matters |
| your customers at every meeting. (In fact, make it a | | | | to the store. Once new arrivals have been tagged, |
| number one priority on the agenda.) Here are just a | | | | priced and steamed, then call interested customers |
| few suggestions to say thank you to customers: | | | | for first access to merchandise. Customers love to |
| Host a wine and cheese party and invite your | | | | feel that they have an advantage over the average |
| preferred customer list - send out invitations | | | | consumer and nothing says "you matter to us" in a |
| (invitations should be imprinted with your store's | | | | better way! |
| name and logo and mission statement); decorate the | | | | 6) You have listened to your customers but have |
| store with flowers and balloon bouquets (selected | | | | you thanked them? Have you sent them a thank-you |
| balloons can be burst as they might hold the winning | | | | card for that tip they gave you, or their suggestion? |
| ticket for a draw); have a greeter at the door to | | | | Have you thanked a customer for giving you a |
| welcome your customers and give them their | | | | referral? Every customer who feels appreciated by |
| "passport" to your store; "passport" may hold | | | | your business will go out of his way to encourage |
| coupons, special orders, special upcoming promotions, | | | | others to visit your store. That deserves a big thank |
| sneak previews, etc.); invite one of your favorite | | | | you! |
| suppliers to the party to present or introduce the | | | | 7) Do you say thank you for coming in and please |
| newest, latest product and afterwards give out | | | | come again? That old analogy that one should treat |
| complimentary coupons or gifts; take photos of your | | | | customers like one would treat a guest in their home |
| customers with the "guest" speaker and enclose the | | | | has a lot of validity. A good host would say hello to |
| photo in "thank you" notes to each of the | | | | her guest, and give a warm welcome into her home. |
| customers. A variation of the wine and cheese party | | | | Do you walk your customer to the door? Do you |
| can include cookies and tea, strawberry shortcake, | | | | carry their purchase to the car? Do you inquire if you |
| and an informal fashion show or presentation table | | | | could be of further service - would they like you to |
| with latest product display. | | | | make dinner reservations for them? Do they need a |
| There are dozens of suitable rewards tailored to | | | | taxi? Do they need directions? Make the call for your |
| each retail business. Customer appreciation cards, | | | | customer and make a customer for life. Did you say |
| mailing lists, newsletters, e-letters, draws, prizes, | | | | thank you for shopping with us? Did you say thank |
| contests, giveaways with purchase, etc. Exciting | | | | you and please come again? |
| displays, book giveaways and preferred customer | | | | Two little words "thank you". And it doesn't cost a |
| lists are all important ways to attain a customer's | | | | penny. |
| loyalty. It costs money to add these incentives, but | | | | |