November 30, 2014
November 30, 2014
The four weeks prior to Christmas are when all hands are on deck in a retail store.
Results from all of your buying trips, all of your meetings with vendors, and from all of your early buys mean merchandise is going to be arriving several times a day.
All of your training – or lack thereof – will be on full display to thousands of new customers.
All of your personal skills at remaining calm, positive and encouraging will be needed to get the most out of this most wonderful time of the year.
All of your efforts to get people into your database, to like you on Facebook or to follow your updates now come to your rescue.
And whether you are the one responsible for the store emails or you are a luxury retailer salesperson with your own customer file...
1. We’ve Got It. In this busy time of year you have to market to those who know you. Your holiday messaging has to one-up Amazon. You have to say, ”We have this product in stock right now and you can take it home today!” Customers want it now therefore, market what you have in stock.
2. Don’t Be A Stranger. I don’t care if you personally don’t like to get more than one email per month but major retailers know, out of sight is out of mind. The more impressions you can consistently make with your email subscribers and social media fans at this time of the year, the more you will reinforce their beliefs about why they liked you in the first place.
3. More Pictures, Less Text. When someone goes through the effort to open your email to them, don’t confuse them with too many messages or they won’t figure out what you want them to do. Use pictures and spare the lengthy text. That doesn’t mean just prices and discounts either. Your goal, especially in the early part of the season is to get them to have ideas of all you offer.
4. Have one call to action. Tell them to come into your store, or bring in the email for a free gift, or go to your online store but make sure you tell them to respond in some way.
5. Think Like A Customer. If you were a dad looking for a gift for a sports loving teen, what should he consider? You don’t want to just throw a product in his face; you want him to see how several items in store might work. If you own a baby store, what are ideas a grandparent could use for a newborn? Make it a list the new mom can print out and send or forward on. Heck, ask your Facebook fans for their ideas for a recipient!
6. Tell Them How To Give It. I worked with a great jeweler this year. They always tell a guy who buys a gift to, “Look at her face when you give it, not at the (ring, pendant, etc.) because you want to see her reaction.” What tips could you give your toy store shoppers for creative ways to give a toy? What tips could you give to a dad who buys a whole new wood floor for a new house? Don’t laugh – it happens. Be creative and your readers will start thinking of their own presentations.
7. Help Them Be Selfish. Let’s face it, it is supposed to always be better to give than it is to receive but, when you’re a shopper, it is hard to not indulge yourself. If you are a chocolate shop, instruct your salespeople when the customer has selected all their gifts, “Now what’s for you?” You could use the same thing if you sold tablets or smartphones. If you sell sewing machines, you could work a new machine into a conversation about holiday shopping and, when the time is right offer, “So while you’re still shopping for others, let me show you the perfect gift for yourself.” Don’t pitch it with a lot of features, show the best and brightest and let them imagine with you what a new machine would be like.
You’ve taken 334 days to make this your time to shine. And you have a choice during the holidays – you can settle for whoever comes to your shop or you can strategically use all your tools of email and social media to remind those who already know and love you of all that you offer.
And to help you sell value of price, watch this 90 second video:
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