Keeping the Grinch Out of Your Store
By Becky Boswell Smith

In This Issue: Keeping the Grinch Out of Your Store Coupons Make the Cut Trump Home Popular at Summer Shows

In case you’ve been under a rock for the past several weeks, let me tell you the news: it’s going to be a tough holiday season, made tougher by the ongoing turmoil in the financial markets and the terror all of that is evoking in the consumers’ minds.

Since you and I are unlikely to influence the worldwide market crisis, I suggest we get on with our business with as positive an outlook as we can. Here are a few suggestions you might consider.

First, invite new customers into your store. Yes, I know you can’t commandeer folks on the sidewalk, but make your store so friendly customers stay a bit longer than they planned. Brew some coffee or tea, bake some cookies to share, play upbeat and non-intrusive music. You have accessories for the table, don’t you? Use a few to help get people in the mood.

Spoil your best customers. Find ways to get them in your store more often with special discount coupons, exclusive first-look at a new line, a preview party to show off holiday décor. Loyalty is worth rewarding. Give them a perk if they bring a new customer in. They are your best advertisements, after all.

Watch your expenses. Juggling staff schedules to keep enough people in the store when you need them is an ongoing and sometimes unpleasant task. If you don’t need the third person, don’t bring her in certain days.

Check out your storage room to make certain all your products are on the floor. They won’t sell in the back room and when you get busy, you may forget about restocking in a timely manner.

You can’t compete with the big guys on price, so offer more. More unusual product, more convenience, more service. Pre-wrap small gifts suitable for neighbors, co-workers and teachers – the more individual you can make them look, the better.

You have decorated your store for the season, but do your customers know you can decorate their homes? Show pictures of mantels or foyers or trees you have done. If you haven’t done it before, consider starting. Time is still precious to most of your customers and so is having their homes look good for the season. Help them out.

Bring in a local florist or cake decorator for a demonstration. Use your products to show the results and work out a deal to offer a special holiday offer to customers. You’ll both benefit.

Create a sense of urgency. If you can do custom orders, be sure customers know the deadline. If you have an eye-catching statement piece, put a "One Only” sign on it. If you carry a line no one else in your area does, tout the exclusivity of it.

And finally, be cheerful. You can’t be silly happy, but you need to work extra hard to make your store and your employees pleasant. Nobody likes a grinch.