What Every Brick and Mortar Store Owner Should Know
by Rebecca Button on March 10th, 2008
Consumers are what make the world go ’round. Without consumers, there would be no businesses, and without businesses we all would be poor. So why is it that business owners are not mindful of what is going on in their stores? If you are considering opening a store or improving the one you have, take heed to the following suggestions.
Staffing. Schedule enough employees to work cash registers during your busy times. The biggest turnoff for consumers is when they have picked up one or two items and there is only one lane open.
Merchandising. Invest in bright, colorful displays that tell customers what is on sale. A person who doesn’t have much time to waste doesn’t want to find out about your promotions at the register, so be sure to notify them in advance and take down signs immediately after the promotion is over. Instruct employees to inform consumers when your store will be having another sale.
Accessibility. Make aisles wide enough for mothers to bring strollers. Oftentimes mothers will shop during the middle of the day when their husbands are away at work, and that means she will have to bring her children. If you want her business, make the aisles bigger.
Make your store handicap friendly. People in wheelchairs, walking with canes, or crutches should be able to maneuver around your store. Their dollars are just as good as the person with two working eyes and legs.
Return policy. Avoid hassling consumers about returned items. If your policy is clear, then post it so everyone can see it, and make sure your employees remind consumers what they can do if they don’t like the item for whatever reason. Don’t make it hard for customers to return items.
Loyalty programs. Offer a special discount card for your most loyal customers. You’ve seen those cards offered by other stores - people enjoy seeing the money they are saving by shopping at those stores. If they know they are getting rewarded for shopping at your store, they just might come back.
Conduct surveys. Everyone who shops at your store should be offered the opportunity to state his or her opinion. Whether you choose to have a paper system or verbal communication with them, find out their needs and how you are doing as compared to other stores.
Personal attention. Introduce yourself as the owner and ask us if there is anything you can do for them. What better way to show you care about your customers?
Investment options. Provide an easy to understand opportunity to invest in your business. Some people may want to invest in your company, so why not make some information available?
Create an affiliate marketing program. These programs are popular via the Internet. When someone refers your business to others, he or she receives a commission.
Cleanliness. Be sure your store is clean and organized. Some stores are faced with lawsuits simply because they are a hazard.
Be careful with food items. If you offer edible goods, check your expiration dates before you place items on the shelf.
Check out your competition. Research your local competitors when it comes to pricing. If you don’t want the store down the street to take your business, make your prices competitive.
Don’t advertise falsely. Consumers aren’t stupid, so don’t use items that you don’t have or very little of to draw them to your store. Be sure the description follows the standard of "what you see is what you get."
Direct mail. Personalize your advertisements from time and time by sending a letter with a coupon. Although it is convenient to receive catalogs in the mail, it isn’t personal. Thank the consumer with a letter that introduces any new items that have come to your store and enclose a discount coupon that encourages them to come back.