Ten Thing Retailers Can Do Now

By Rick Ferrell

By all accounts this holiday season is going to be tough. And when the going gets tough, the tough go back to the basics! The two most important parts of a great retail strategy are: provide great customer service and maximize each sales opportunity. Here are 10 things to remind our downtown retailers about in the final days of this holiday season:

Be positive and your staff will be positive. Remember, the leader of a race sets the pace. A positive attitude could be the biggest difference between meeting your goals and not meeting your goals.
Succeed one day at a time. You make your holiday by making your month (or six weeks). You make your month by making your week. You make your week by making your day. Focus on making your day by making your hour. (I won't go any further here or it will get silly, but the idea is to make the most optimum use of your time.)
Maximize every customer opportunity. Focus on the needs of every single customer. Don't miss even one sale, because that one sale could be the difference in success or falling short.
Try to greet everyone who comes in the store, and thank customers before they leave. You will stand out from the competition.
Don't pre-judge what a customer is going to spend even if they have told you what they came to buy. Holiday shoppers will make impulsive purchases beyond what is on the "list."
Focus on units per transaction. Once customers buy their main item, up-sell them on "stocking stuffers." ("Would you like a pair of socks to go with those shoes?")
Also, if you have items to cluster by price-point, consider merchandising them that way, "Great Gift Ideas Under $10."
Encourage sales associates who have contact with customers to be better salespeople every single day. Reward them, if possible
If the purchase is for a gift card, include a note to the recipient that says: "Come see me personally when you want to use this" and sign it. And remember the recipient of the gift card is a fantastic "up-sell" opportunity because their purchase is being subsidized by the face value of the gift certificate.
Customer service, customer service, and, oh yes, outstanding customer service!