Great Retailers

One of the great things about my job, is talking to passionate retailers around Australia, and being able to train their staff.

In this modern world, with all of us having access to the global shopping world in our pockets via our smart phones, it is important that we do not forget what being a great retailer is all about. As a retailer, you can no longer just open you doors and expect your customers to flow in and buy your products. Customers are spoiled for choice.

Do your know your customer?

Do your research, watch how your customers move through your shop, what catches their eye? Most of what you need to know about your customers happens every day in your own store, you just have to have your staff ask the right questions. 
Do you ask your customers that are leaving without buying anything what they were looking for? Ask the question, many customers will just look and if they cannot see what they need, and no one asks them or offers assistance, will just walk out empty handed.

What are your customers buying?

How do you track your sales? Have your staff write down everything that a customer asks for that you do not stock. This is something that I have done many times in Stores I have run, and it will surprise you how many times staff write down items that you already stock. You will also see what extra items that may be worth stocking. If the demand is there and customers are asking for it, you should seriously look at selling it.

Are you buying your stock at the lowest price?

You make a profit by buying at the lowest price, and lowest freight costs. Retailers focus too much at times on the selling price and overlook the buying price. Negotiate volume discounts, or payment term discounts. Be creative, look for package deals, or are there parallel importer / suppliers.

Look after your customers

It amazes me how hard we make it in some stores for people to shop. There are always rules and policies that someone in Head Office or administration has created that slows the purchase down. Keep the whole process as simple and quick as possible.
It also amazes me how many people working in retail hate customers! My answer, change careers.
Genuine friendly service will always help to close a sale, and build repeat customers. It costs nothing to provide and the returns can be huge.

Show the customer the price

There is a common theme that I keep seeing in those retailers that get it right:

The staff are engaged, love their job, love talking to customers, and solving their problems.

When recruiting, hire for character, and train for skill! Works every time.

Good trading,
Geoff