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             Exclusive Tips to Improving Your Retail
As interviewed: Pam Danziger, retail consultant/author/speaker
Author of Shopping: Why We Love It and How Retailers Can Create the Ultimate
Customer Experience

What three things do you look for first when you visit a store
as a researcher?
I take in overall window display and what’s there to greet
me. It’s just like when you walk into another person’s
home—what draws me from outside and creates an
ambience that makes me want to stay and explore? Then
there’s the human greeting; nobody likes “grunt” answers
or forced smiles. And the store layout is important to build
curiosity and encourage shoppers to move from one area
to another.

What are some effective ways to attract customers and keep
them coming back?
One way is to have special events and features. For example, several high-end retailers
started short-term rebate programs where customers received 10 to 20 percent back on
their purchase, but they had to use it within a month. That got customers to return to the
store a second time, where they likely spent much more than the rebate amount. Simply
rearranging your merchandise can also make a difference because it changes the
customer experience.

How can the luxury retailer survive the recession and emerge
poised for future success?
A slow time is good time to plan. Marketing is about rubbing shoulders with customers
and working with them face-to-face. If you don’t have a customer list, put one together. If
you do have one, use it to reconnect with your customers. Look into email marketing and
other ways to enhance your interaction with them.
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