The outside preparations you do for the season -- including your marketing and advertising plan -- will only go so far if they aren’t backed up by a quality customer experience once people walk through the door.
“There is really nothing you can do in the advertising world that can take the place of what you do in your own store, or the positive word-of-mouth you can create by taking exceptional care of your customers,” writes Ellen Fruchtman in her “Marketing Intelligence” column at National Jeweler magazine.
She suggests that retailers shift some of their attention from media and promotions to the “little things” that can impact customer service during the hectic holiday season. Among the things to consider:
- A customer's first impression of your store. How are they greeted? How are your employees dressed? Fruchtman says to think about the tone you want to set for your store.
Your store's holiday appearance & festive attitude. If you have the same decorations every year, consider something new. Other suggestions include serving fresh baked holiday cookies, eggnog and hot chocolate, and candy bars for the kids.
- Take off your coat and stay awhile. If you’re in a cold-weather destination, she suggests a coat rack for your customers.
- Gift & Wish Lists. Have a list of suggestions ready and available for the “I have no idea” shoppers.
- Price-point Displays. Devote a case to lower price-point product labeled “gifts under $200.” Fruchtman says this approach is less intimidating for customers seeking affordability and can also help with add-on sales.
Take The Tip:
Click here to read more business-building ideas from Fruchtman at the National Jeweler Network.
Pictured top: Luxury jewelry brand Cartier makes their Fifth Avenue store shine inside and out for New York holiday shoppers.
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