I know what makes a great store to me, besides a visually pleasant aesthetic, it is the individuals that work in the store and the customer appreciation I feel when I leave. I will be far more likely to buy way more items than I need to if the sales rep is friendly, fun and enjoyable to interact with and I love a good promotion. Also, they have to be realistic and not try to sell me something that I know is for someone half or twice my age just to make the sale. So I love all of Ken’s examples because they are creative, outside of the box and fun. I hope this advise helps more of you out there!!

This weeks topic: “What makes a great store great”?

Answer: The experience a customer has while shopping in the store.
It is far too easy in this economy to try and lure customers into a store by offering low prices or “by one – get one” sales.   Several years ago, when the economy was suffering a down turn, department stores decided to encourage a “promotional” environment to lure shoppers.  The meaning of “sale” became diluted by the constant stream of promotions.   However, it was too late for the stores (just ask Lord and Taylor)….very few people were buying full price.   Independent stores are destined for the same outcome if they proceed with this mentality. 

  Over the years, there have been some incredible examples of thinking outside the box in an effort to get customers in the store.

In an effort to promote her back to school business, a retailer partnered with a newly opened nail salon one block from her store.   She sent out a post card to her customers that read “Mom, you are always doing for your kids, do something for yourself.   Spend $100 on back to school shoes and get a free manicure”.   The nail salon agreed to sell this customer manicures for $5/piece in exchange for potential new customers.   The store wound up giving away 168 manicures to new customers alone!

Once a quarter, the same store holds a “Margarita Monday for Mom”.   The store (a women and kids store selling shoes and clothes) invited their customers to come in and have a Margarita while enjoying a 10% off discount.   The owner told me that she would typically do $18,000 in one night (5 p.m. -11 p.m.)

A great children’s account of mine makes it a priority for his staff to call a customer whose child got fitted with their first pair of walking shoes three days after the sale was made.   The sales person asks the Mom to check to make sure the shoes are not too tight or causing any blisters.   The entire call takes less than a minute but is priceless with regard to customer retention.   This store also offers full credit of the price of the first pair of shoes to the same child’s second pair.   As the owner explains “it may seem like a lot of money to give away, but most all of the kids have siblings who need shoes too”!

A high end women’s store tells each customer that if they need to take their shoes to the shoe repair, to put the cost of the repair on the stores tab.   This allows for an incredible amount of repeat business and loyalty.
Great stores work hard to differentiate themselves from others by service, policy, and of course, selection.   I know of many great stores that scour the trade shows or internet for lesser known brands that keep things fresh and somewhat exclusive.   

I read an article recently about Experience vs. Transaction where the author made the following comment “While commodities are fungible, goods tangible, and services intangible, experiences are memorable”.   If a store wants to become the “alpha dog” of the industry, the focus must be on the experience!   
It was once said that a business must have at least two of the following if it is to be successful :”price, service,  or selection”  You know which two the stores have that are mentioned above!
 
Ken

www.twigfootwear.com