Maximizing Foot Traffic to Your Store
By Allan Pulga
In today’s marketplace, retail stores have to work extra hard to get people into their stores. Whether competing with online shopping giants like eBay and Amazon.com, or big-box stores on the outskirts of town, smaller retailers face an uphill battle.
Consumers are also busier than ever before: commuting, picking up the kids, making dinner, or whatever. How can you convince these people that it’s worthwhile for them to take time out of their busy schedules and stop by your cellphone store? Good question.
Scott Clark, the “Company Doctor” columnist at bizjournals.com, has a few suggestions to generate more foot traffic to your retail store:
For new businesses, it’s all about the grand opening: Giving and Receiving. Clark says a good initial turnout requires food, door prizes, entertainment and price discount enticements. But what’s most important is making sure you keep them coming back for more. Enter the CRM strategy.
“To (keep them coming back), you must understand who they are and what they are looking for,” he says. “You must be willing to give them something of value to obtain this information. Secure this information by offering customers additional discount coupons for future purchases when they fill out the detailed questionnaire.
“One way to accomplish this speedily is to have a computer spreadsheet prepared and dedicate an employee to fill in the information as the consumer provides the data verbally.” For RetailiQ users, this information capture process is second-nature.
Clark says pertinent customer data includes:
- names of family members
- addresses and contact info.
- birthdays and anniversaries
- planned purchases and time frame for each
- also: Ask what future products and services they’d like to see
- For advertising in various media:
- Ask what publications they read, radio stations they listen to, and TV channels they watch.
- any additional information you need, such as competitors they typically go to, etc.
Hold frequent promotional events. “Plan frequent, recurring promotional events to keep your business name in front of consumers,” says Clark. Seasonal (spring, summer, fall, winter) and holiday (4th of July, Christmas, Annual Birthday) promotions are conventional examples of such events.
“Advertise raffles, giveaways, and in-store discounts in connection with these events,” he adds.
Clark recommends exhibiting at trade shows attended by potential customers, and to offer show specials to attendees. “Prior to the show, send out postcards to key customers offering them free admission when the card is presented at the door. Also use this opportunity to have attendees fill out the previously-mentioned questionnaire.”
If you have a video advertisement for your business, he adds, purchase a 27” TV and play the ad in your booth during the trade show. Then hold a raffle to give away the TV at the end of the show. Take a picture presenting the TV to the winner and send one copy to the winner and display another in your store.
Strive for frequent media exposure. “The best media publicity is free media coverage for positive events,” says Clark. “Create newsworthy opportunities for your business.”
As part of a sales promotion, donate a portion of sales to a timely charity. Be sure to send a press release to the local media so you can get coverage of your presentation of the cheque to the charity representatives. Take a picture of the presentation and display it in the store.
Clark also suggests inviting a local radio station to broadcast live from your store during one of your sales events, emphasizing “Free hot dogs!” or whatever your gimmick may be. Another strategy is to become recognized as an expert in your field so that the media seek your opinion when a news story arises involving your area of expertise.
Use your database widely and frequently. “The key to increasing foot traffic is to follow-up, follow-up, follow-up with potential customers,” says Clark. “Send them a note on birthdays and anniversaries and enclose a special discount coupon.” Send wireless customers discounts on handset upgrades, for example, on special occasions.
Don’t let your customer information – gathered at your grand opening, open-house events, and trade shows – collect dust. Send tailored information to customers with potential interest. Send flyers and special announcements via e-mail and phone key customers in advance to personally notify them of special upcoming savings opportunities.
Conduct frequent workshops. “Your employees and your suppliers have expertise in specific business areas. Periodically share this expertise with your customers by offering free after-hours workshops on a variety of topics of interest to your customers. Promote these workshops with in-store signage, media ads, direct mailings and e-mail solicitations.”
Some examples of possible workshop topics in cellular retail are: how to integrate Bluetooth technology into your everyday routine, how to maximize savings using your family cellular plan, or how to use all the functions on your new (3G) smartphone.
Never forget your commitment to customer service. “The largest single differentiator for small businesses against their large-business brethren is excellence in customer service,” adds Clark.
“Whenever a customer has a problem, maintain a zealous commitment to resolving the issue fast, and always to the satisfaction to you customer. This commitment is one of the best (and least expensive) positive advertising techniques your company can use.”