Show Your Retail Customers How Much You Value Them: 25 Ways To Do It

“Blessed is he who does not expect anything, because he will never be disappointed.”

It was on October 6, 1727 that Alexander Pope wrote this in a letter to John Gray. Does this ring true for you, with reality, in terms of the expectations of today’s consumers? Unfortunately, it does. But today, consumers have more choice than ever in the history of civilization as to where and how they will purchase what they want. Big Boxes, Walk-In Specialty Stores, Convenience Stores, and Home Shopping: TV shopping networks, mail order, and Internet-based shopping.

For today’s specialty retailer who wants to compete with national big box stores, the most important activity is delivering value to their customers. One of the important ways to do this is by subscribing to the philosophy: Our customers have earned the right to our respect just by walking through our door!

This simple rule can mean the difference between mere existence and a successful business. If you personally take emotional ownership of this simple belief and demonstrate it by word and deed, your staff will too. Then you can see your sales increase year after year. Sure, there’s more to running a successful business than that. But, all things being equal, the trader who follows this rule will do much better than the one who doesn’t.

The following is an example of failing to deliver value, one you’ve probably experienced yourself. You go out to enjoy a good meal and your expectation is service and elegance. Do you want a smart server who provides poor service or worse, tries to make you look bad in front of your dining partner? Of course you wouldn’t. So why the hell would you allow the same type of situation to happen in your store, or any other business?

When your customers feel really good about visiting your store, they’ll come back repeatedly and urge their friends to do the same. This is because they believe they received the value they expected when they purchased from your store. Does this sound like dollars on the record? For sure yes.

To meet as many of your customers’ expectations as possible, consider incorporating as many of the ideas listed below into your daily offer as possible. Then watch good things happen.

1. Greet every customer within 30 seconds from the time they enter your store. It doesn’t matter how busy or understaffed you are.

2. Show respect by using your customer’s name. If applicable, please use your first name. If this is not appropriate or possible, refer to them formally (Mr., Mrs., Mrs., etc.). While it may sound simple, watch their facial expressions when you do this.

3. Keep your store bright and well lit. This gives a better feeling.

4. Keep your store clean and tidy: make it easy for them to find reasons to give you their money.

5. Have a water dispenser and disposable cups.

6. Keep fresh coffee and hot water for tea available to your customers during business hours.

7. Have donuts or cookies available in the morning for your customers. My dry cleaner always has donut holes and coffee for me (and everyone else) in the morning; it’s a nice touch.

8. Music, not acid rock or elevator music, but something in between, or jazz, will ease your customers’ tensions. Relaxed people buy more.

9. Have a “new arrivals” section to let your customers know what’s new and also build interest in the new stuff.

10. Smile, but please don’t give sly “used car salesman” smiles, but rather warm, sincere, and friendly ones.

11. Get things done for free, like the idea behind the baker’s dozen. Offer an “off the wall” service that your customers value, but would not generally expect from your type of store.

12. Say “Thank you” as often as you can.

13. Regularly offer your customers the opportunity to complete customer satisfaction surveys. Also, consider product mix/offer satisfaction surveys. (Share this information with your vendors and ask them to consider new offers.)

14. Hold weekly raffles with customers for free items from your manufacturers and vendors. Do you really need another coffee mug, hat or t-shirt?

15. Offer valet parking, hire a high school age person to be your valet, he could use the job and your customers will feel very special.

16. Hire people to work in your store who have a “can do” attitude.

17. Select and train your help well. Generally, attractive, neat, and friendly workers who have good product knowledge make customers feel special.

18. The Value Equation: Good quality items, at fair prices, and delivered with exceptional service.

19. Be in stock. Most people hate it when they don’t have what they want, and tend to go elsewhere, giving your competition a chance to outdo you as the merchant of choice in that customer’s mind. Get what they need, when they need it, and they’ll love you for it. (Surveys help too.)

20. Efficiency is important. Make sure your systems don’t backfire on allowing your customers to make their purchases in a timely manner. Customers get angry very quickly when they have to queue effortlessly. This is especially true when there is a long checkout line and “other” employees are standing around and doing other things besides serving customers.

21. A logical store layout that makes it easier for your customers to find things always makes them feel better about your store.

22. Make your store “user-friendly” in every way possible. Consider store hours of operation, layout, policies, etc.

23. Entertainment always wins. Often sporting goods retailers will display sports videos on a large screen monitor. Even many of the United States Postal Service offices have gotten in on the act with television monitors visible as customers wait in line. Some of its programming is even interesting. What can you offer your customers in the form of entertainment?

24. The smell of a freshly made bakery is always enticing, just ask Mrs. Campos. She bakes chocolate chip cookies, or whatever else she smells wonderful, at the store. Perhaps try using a small portable convection oven, as they work quite well for this purpose.

25. Reward customer loyalty. Introductory offers suck. They signal to loyal customers that you no longer care about them. Do nice things for loyal customers. Remember, you don’t own them. Whenever they want, they can shop elsewhere.

If you can, stretch your brain muscles every day by asking yourself, “What else can I do to make my customers feel really good about frequenting your store?” She also asked, “What else can I do to differentiate my store from the Nationals?” Put your answers into action and watch your business thrive.