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Tod=
ay’s
consumers tend to view themselves as highly informed about what constitutes
quality and value. As a small business retailer, you must take steps to sta=
y on
top of your customers’ needs, preferences and motivations.
In =
a retail
environment, the customer’s perception of your products and services
begins with your sales personnel. Their knowledge, availability, attentiven=
ess
and ability to communicate is the first and most
lasting impression most customers will have of your store. Your sales and
return policies should also reflect the buying habits of your customers. A
no-questions-asked returns policy may be appropriate for some types of
merchandise, while store credit may be the only viable alternative for othe=
rs.
Make sure these policies are clear and applied consistently.
Suc=
cessful
retailers understand the need for dealing with suppliers that stand behind
their merchandise. Seek out those vendors that will guarantee any item for
store credit if the customer is not satisfied. Such policies allow both of =
you
to preserve your respective reputation for quality.
Con=
sumer
motivations and buying habits change over time. Look for trends that may
indicate the direction consumer tastes may take in the upcoming months or y=
ear.
Follow industry trade data and demographic surveys carefully. Keep up to da=
te
on reports about dissatisfaction with certain products or manufacturers.
Appearing to have reliable information on the products you sell can only
increase your stature as someone customers can trust to do business with.
Als=
o, keep
in mind the mobility of your customer base. Because people continuously mov=
e in
and out of a store’s market area, you will always need to introduce
yourself to someone new. Design your promotion strategy to get the attentio=
n of
new customers and remind old ones that you are there when needed. This is
particularly important if you are not located in a high-traffic area, or if
your store’s visibility is limited in some other way.
If =
you
would like to discuss this topic or business planning, business growth
strategies or a specific business issue, contact SCORE® “Counselors to
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