By Alli Hill
As another holiday season looms over our heads, retailers everywhere capitalize on consumers' generous spending sprees. By far the biggest shopping season of the year, stores grasp for as many sales as they can, and will do just about anything to get them.
But what about you, the independent supply store? How can you cash in on the holiday epidemic? You may not primarily provide the types of products that belong under the Christmas tree, but your business can still shine bright this holiday season. (More on that in a minute.)
It seems the same generic holiday shopping scenes play each year: Consumers pour into retail stores to receive their free gift with minimum purchase, or take advantage of the 50% discount on every item in the store (items which coincidentally have experience significant price increases since the night before), or partake in unlimited free samples of gourmet meats, cheeses and other finger foods (some call it sampling, others call it brunch). Whatever the gimmick, the message remains the same: Come Spend Your Money Here.
Here's the real question: how do any of these marketing efforts create customer loyalty?
With all the crazy-good holiday deals out there, it appears retailers focus more on garnering immediate sales rather than taking the time to ensure those frenzied holiday shoppers return throughout the year. Building strong relationships falls by the wayside as companies place more emphasis on single transactions to temporarily bulk up their bottom lines.
Here's where you can take the competitive advantage:
While other retailers mercilessly market through the holidays simply to boost 4th quarter earnings, take the time to strengthen your relationships and solidify your business for the upcoming year by offering simple gestures of goodwill with no sales strings attached.
Here's how:
Send a Christmas card. There's nothing quite like the feeling of receiving an unexpected card in the mail. And you can probably bet those big box stores aren't doing this! Bonus points if you take the time to hand-sign each one - it adds a personal touch you just don't find everywhere.
Why this works: Bottom line: it's a selfless act of kindness. Just letting someone know you are thinking about them during the holidays can affect how they view your business.
Offer daily refreshments. It may seem simple, but usually the little details make the biggest impact. Put some Christmas cookies or candy on the counter and set up a hot chocolate or Keurig coffee station. Do this every day through Christmas, or even all winter long.
Why this works: The holidays are stressful enough as it is. Providing a quick (and free) refreshment might just be the pick-me-up some people need. Plus, you can use their extended time in your store to build a better relationship with them.
Offer a Holiday Well-Wishing. Year-round, we thank the customer for their business and bid them "Good Day." Instead of offering the same plain vanilla appreciation, opt for a more festive one. For many, even the generic "Happy Holidays" well-wishing is better than nothing. And if you really want to raise some eyebrows, wish them "Merry Christmas" before they walk out.
Why this works: I can count on one hand how many times I was wished a Merry Christmas or Happy Holidays last year upon leaving a store. And when I did hear those seldom-said words, it stuck out.. It doesn't cost anything to say, and those two simple words help ensure your customers leave your store with a smile on their faces.
Remember: most people can see through well-crafted ploys to gain more sales, so stand out by offering something genuine your customers can truly appreciate. When you do, you've given them more reason to come back to you than any one-day sale could ever offer.
