Customers are a fickle bunch, and on the day they decide to window shop at Snooty Frox – our fabulous window displays always brings in customers – we have to convince them that they must actually buy.
We give them a warm welcome, which is always a must if you want a customer to stay in the shop, and tell them how exclusive our outfits are (an absolute essential for the more discerning shopper).
We like to tell them where the garments come from – a good story always sells. We encourage the customer to try an outfit on (or two or three) and then accessorise it. At this point we reinforce the exclusivity and individuality. By then, they are almost hooked.
If they want to “think about it” we offer them a complimentary coffee in our coffee shop, The Wild Plum, and invite them to join our database so we can keep them informed.
We give them our business card with our website on so they can keep up to date with new collections or even follow us on Twitter. At this point they are convinced hook, line and sinker and we have a sale.
You may think this is a little over the top for each and every sale, but believe me, customers are not tripping in every second and sales are not being made every minute, so remembering that the customer is king – or queen – is essential.
I relate this to you as I have found that more and more retailers are forgetting this. Too many show little interest in the customer who is walking through the door with perhaps no intention of buying. Staff make their assessment of these shoppers and dismiss them. With a little care and attention, a negative shopper can always be turned into a positive shopper.
- Hilary Haresign is managing director of occasionwear indie Snooty Frox in Harrogate