How To Convert Holiday Shoppers Into Loyal Year Round Customers
By Bob Phibbs
When I was starting out as a retail manager, I had a new sales guy who was killing it two weeks in a row. Everything he touched turned to gold.
He had done an exceptional job with one couple who were chairs of a big fundraising party in Orange County. It was a western theme, and they were so thrilled with how they looked in their new attire that they told everyone to, “Go see Daniel.”
The big night came and went and Daniel felt on top of the world; his commission check for that month helped him buy a car.
The next month however, he really struggled. The other guys on the sales team ribbed him when they got a big sale and Daniel didn’t by singing The Party’s Over. Daniel had been lulled into believing there would always be plenty of shoppers coming in to see him.
That is exactly what can happen during the holiday season for brick and mortar retailers. They have so much traffic that they forget to consciously look for ways for those holiday shoppers to become everyday shoppers.
The key is to remain in front of those customers and remind them on a regular basis you are there for them.
How To Convert Your Brick and Mortar Holiday Shoppers Into Everyday Shoppers
Have your customers check-in with Facebook to use your Wi-Fi.When shoppers check in to use your Wi-Fi, their friends can discover your business by seeing the story in their News Feed. You can also have them like your page at the same time. More check-ins and engagement with your Page improves how it ranks in search and the Nearby tab. Find out more here
Email list. It’s been said it costs seven times as much to attract a new customer as it costs to retain an old one. People who have purchased from you are much more likely to buy from you again. For that reason, you must make it a habit to get every single buyer onto your list. Once they do, they have given you their permission to be contacted. Because of this, your regular emails will end up in their inbox.
Be religious about follow-ups. Many retailers offer some type of special order, customization, or personalized product that requires additional time to create. If that’s you, send those customers an email the day they order that confirms the expected timetable which should always include additional time to help manage expectations. Then once a week send them an update even if there’s no update...and especially if there is any delay; they need to know you are on top of it. When the product arrives, carefully check it over; you don’t want the purchaser to have any surprises. Call them and arrange a time you can present it, or if you are going to ship the item, let them know shipping date and give them tracking information. So many retailers fail to provide any follow-up and instead of having raving fans, they have raving complaints. Don’t be afraid to give bad news, keep them informed all the way to manage their expectations.
Store tour. Shoppers arrive in boutiques with nothing more than curiosity and discover products towering over them. It is a new plane; they don’t understand the language, where products are, or where to look. Left alone, they try and figure out what the store offers. That is why it is so important to give a store tour. For example, "Is this your first time in the store?" "Yes," answers the customer. "May I give you a brief store tour?" Once they answer yes again, take 2-3 minutes and give them an overview while developing rapport. While they may only be looking for a specific item for the holidays, they’ll remember other products for future needs. My interactive, virtual retail sales training program SalesRX details exactly how to create a compelling store tour.
It’s great to have a bunch of new shoppers flood your store during the holidays.
Remember the best way to turn any shopper into a loyal shopper is to provide an exceptional experience, one that for those 10-15 minutes makes them feel hopeful and glad they came into your store. They’ll come back throughout the year due to the personal connection they made with your sales team.
Miss that and you’ll be like many closed retail brands littered across the country…the party’s over.
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The 5 Shifts Brick-and-Mortar Retailers Are Making to Generate Up to 20% Higher Profits Every Month
Are you a hungry brick-and-mortar store owner who’s ready for a fresh, people-obsessed strategy? This training is for you if you want to grow your business using a powerful customer experience formula proven to make your cash register chirp.