Driving shopper efficiency is key for retailers. It is easier to get a shopper in the store to purchase more than to get a new shopper into the store from outside.
In looking at shopper basket efficiency for many different retail businesses we have developed an understanding of basic steps different small business retailers can take to drive shipper efficiency. Here is our advice.
Smile, make conversation, treasure your customers. The more they enjoy shopping in your shop the more they will shop in your shop. Smile. Get good eye contact. Say hello rather than can I help you. The more personal the experience the more they will remember you. This is your point of difference. Personal service is the single most valuable way to drive shopper visit efficiency.
WORK THE SHOP.
Standing behind the counter means you’ll serve people who come to you. The more you are in the body of the shop and engaging with customers the more they will buy. In busy times work the shop – engage, offer up sells. Customer service increases revenue in every situation we have seen. Our advice is you locate a workstation on the shop floor.
Show how products are used.
THE COUNTER AS A SALES TOOL.
Go to your shop counter and look at it from a customer perspective. What’s the message? Is it inviting? Are you using the counter to drive sales? Anyone can put product at their counter. It takes a clever retailer to use the counter to entice customers to buy a product. Use your counter wisely.
It’s difficult to offer every customer an up sell. Instead, use your receipts. Include a $$ off on next purchase. Point it out. Keep it simple, have an expiry date on the coupon. This is an easy win that will bring back shoppers for sure.
TRAINING SALES EMPLOYEES.
Get your employees on side – explain your focus on growth. If they don’t support you, replace them. Respect your employees and ask for their ideas. Use their ideas! Train them. Guide them in providing exceptional service. They are your front line and need to be your most skilled team members.
TARGET, MEASURE, REASSESS.
Keep track of your success and failures. Be realistic in your assessment. Change what is not working and celebrate what is working – keeping your employees informed all the way through the process.
HOT SPOT TARGETS.
Focus on your top, say, 5 items. Watch where people buying these items go in your shop. Watch carefully. Consider what you can do to get them elsewhere in your shop. This is the key – getting people to shop outside their usual category, breaking their habits.
IN STORE SPRUIKER.
In your busiest time in the week bring in a spruiker for use INSIDE your shop. Create some buzz and excitement to draw people away from their usual shopping areas.
A key reason people will stop visiting your shop is that they know what it will be like. A changing shop can be exciting. Good changes will make people want to come in and check out new products and other changes you’ve made.
While much of this advice reads like common sense. Too often we see retailers who have missed the opportunity.