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Fishing for Shoppers

Luring customers with events, promotions and coupons.

By Carol L. Schroeder -- Gifts and Dec, 10/1/2008 12:00:00 AM

Q: Times are tough, and we are experiencing a drop in the number of shoppers coming through the door. How can we increase our customer count?

A: Now is not the time to sit back and wait for shoppers to find your store. With a shortage of time and money, consumers are more likely than ever to head for a discount store or shop online. As independent retailers, we need to take an active role in luring shoppers into our stores, then overwhelm them with great customer service and product.

This fishing metaphor came to mind when I read that the Pro Bass Shops, a 50-location chain based in Springfield, MO, is offering s'mores-making and scavenger hunts, in addition to their conventional outdoor skills workshops. Creative specialty shops have always held in-store events, but if the big guys are doing it too, we have to try harder.

A simple method that works year-round is to offer a birthday gift. Some stores offer a storewide discount valid only the day or week of the customer's birthday. These programs are simple to run if you maintain a database of regular customers, either through your email/mailing list or a frequent shopper program.

When you know your most frequent shoppers, you know who best to target with special events. Invite these top customers to a private night of shopping, complete with refreshments and entertainment. You can invite them to bring new customers, as well. I recently heard of a store that offered a discount based on the number of friends a shopper brought in — up to 20 percent off for 20 new shoppers.

A charity tie-in is an excellent reason for customers to come in. For a pledge of as little as 10 percent of the evening's sales you generate immense goodwill and expand your customer base. Ask the non-profit to send invitations to its supporters.

The season for holiday open houses is upon us. Team up with area stores to draw a crowd. Make sure everyone does something festive in their store, and pool resources for shared advertising. Have each store send an invitation to its own email list — an inexpensive and efficient way to let shoppers know something special is happening.

Are there classes or demonstrations you can host? Perhaps you could offer a session on the timely topic of “green gifting.” Customers don't mind paying for an educational program, especially if they receive recipes, craft materials or other takeaways. Offer a 10 percent storewide discount to participants.

Many towns and cities host a regular gallery night as often as once a month. These require little more than wine and cheese (and art). If you have a craftsperson, author or artist on hand to meet customers, all the better. Perhaps a supplier would be willing to stage a trunk show, bringing in a full line of jewelry or accessories on consignment.

Feature a calendar of special events on your store's Web page and e-newsletter. Send press releases to local media as well. You want a reputation as a place where there is always something exciting happening.

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