As our new business landscape deals with the realities of Covid, customers are increasingly becoming more comfortable venturing out into the world to do their shopping. Now that people are going to stores again, here are a few tips on how to increase footfall in your store.
“Are you an [insert store name here] Rewards member?” Customers and clerks alike can get tired of the question with every POS transaction, but rewards programs do work. According to Forbes, 71% of customers say loyalty programs are meaningful to their brand relationships.
Just make sure that your program delivers actual, tangible rewards. Customers who never see any real savings or kickbacks from their programs because they only reward large purchases or have unrealistically high thresholds won’t even bother.
For restaurants and other businesses with limited products, offering a curbside service can go a long way to get customers back to your store— even if they’re not in your store. Many immunocompromised customers won’t enter a crowded store, but you don’t want to miss out on those sales.
This doesn’t have to involve an expensive online ordering service. A sign spinner or front-of-house worker can be assigned a cell phone. Post signs indicating that car-bound customers should call that phone’s number when they pull up, then head to their car to take their order. You’ll make a sale and your customers will appreciate the thoughtfulness.
We do not necessarily recommend this for businesses who rely on impulse buys or in-store demos, for obvious reasons.
Every business has slow hours throughout the day. But even if your shop is empty of customers, you should keep your people visibly moving. In the mind of a person looking through your window, it’s the difference between a store that customers are ignoring and a store getting ready for the next rush. Customers will be glad they’re getting such quick service.
Besides, you don’t want to pay your people to stand around. You can gamify their daily tasks, turning mundane routine into a fun way to earn rewards. They’ll begin to take ownership of the store, and converting sales when the customers do arrive will become more important.
In his book Marketing Metrics, Paul Farris writes that repeat customers have an impressive 60-70% conversion rate. How do you get these valuable customers back into your store? Provide excellent customer service the first time. This is something that even massive online retailers haven’t quite been able to replicate. If everyone in your hardware store knows what every item does and where to find it, and your whole team is eager to help your customers, those customers will be back every time they need something. Why waste time with online retailers?
Product training is a proven source of confidence for your sales team to upsell and cross-sell the items your customers don’t know they need. If you’re in wireless retail, check out this helpful infographic on some key strategies to move more main-sale-related products throughout the day.