It is important in today’s competitive market to stay connected to your customers, keep them loyal to your store and coming back to buy frequently. There are countless challenges to “steal” your customers—other specialty retailers, outdoor or sporting goods retailers, online websites, discount channels and more.
Anyone who walks into the store is YOUR customer—how long you keep them depends on your interaction with them. It is more economical to keep and nurture customers already familiar with your store than to attract new ones. A recent small business article noted that “it costs TEN TIMES MORE to acquire a new customer than to up-sell a current one!”
Here are 4 ways to keep your retail customers loyal:
- Establish your store as “THE EXPERT SOURCE” of product knowledge, selection and customer service
Know your top customers by their first name
Offer a “try before you buy/buy back guarantee”
Apply any lessons or rental fees to the purchase price
Follow-up with a personal phone call AFTER a major purchase to see how it’s working - Keep your customers informed on shop sales, special events, new products, races, paddle get-togethers and more
Use a combination of email, mail, text and phone calls to stay connected
Track mailings to gauge effectiveness—use special promo codes, numbered cards, etc. - Offer a free t-shirt or hat with every major purchase
This is where store-branded/private label merchandise is useful
Partner with a key vendor to offer a gift-with-purchase or purchase-with-purchase special
Give shop stickers with any purchase - Ask your customers for referrals, and offer a discount in exchange
“Tell your friends—get 10% off”
Offer “friend/group” special on rentals, lessons or paddle trips
Making your customers feel special & appreciated will go a long way to keep them loyal AND spending frequently in your store!
Here’s to more profitable business with loyal customers!
Dave Seehafer is an industry analyst for Global Wave Ventures, an action sports brand management and consulting firm. With over 25 years of experience & relationships, Seehafer provides guidance and solutions in areas such as inventory and open-to-buy, private label resourcing, profit analysis and more with special rates for SUPIA members. For more ways to keep your customers loyal, call 949-466-4110 or CLICK HERE.