What techniques do you use to ensure that a first time customer becomes a returning customer?

My rule of thumb is, they need to have contact three times. Within the first 10 seconds of when someone walks through the door they need to be greeted, and they need to be asked at least twice if they need help while they're in the store. We try to distinguish ourselves from the big box stores who may not have as much help on the sales floor. We recommend that they bring in photographs of their home; we also offer in-home consultations. Of course, we have a huge email list, and through that people really start feeling that they're part of our Ivy Cottage family.

We do a lot of in-store demonstrations, especially around the holidays to help them with ideas for tabletops or mantels. We try to be extremely creative with our marketing events. We have a girl's night out party; everyone wants to go to that. Word gets out and one girlfriend asks another girlfriend, who asks another girlfriend, and before you know it one person has told 20 people about our store. We bend over backwards to make sure that happens with every single person that walks into our store.

Being friendly and attentive, and focusing all my attention onto that customer. Listening to what they are saying, rather than trying to impose what I think is best. I try to pick up on subtle body cues. Do they want to be helped? Would they rather browse on their own? I always open with a neutral conversational gambit and that will usually give me a clue as to what they want. I am here for them, they are not here for me. If they want help, I ask lots of questions. It helps them and me to focus on what exactly they want. If I honestly do not have what they are looking for, I will not try to talk them into something else. I will tell them that I don't have it and direct them to where they may find it.

I also do a little 'marketing'. I made up a card on my computer and every time they shop in my store, I check off the dollar amount. When they reach $100 they get a $10 discount on their next purchase. People seem to really like that. They are always whipping out their card so that it can be checked off. Lately we are trying something new, a 'happy hour' on Fridays. We offer a glass of wine, cheese and crackers, and let them browse in the store. It's a cozy party atmosphere with no pressure sales, and it seems to be working!

We greet the customer when they come in the door; find out why they are there. Are they visiting? Where from? Did they see an ad that we had placed? Are they looking for something specific or just having a look around? You need to find a way to engage the customer without being intimidating. If you can find a common point of interest, then that goes a long way to making them feel comfortable in our store. The shop is the experience, not the purchase. When it is all done, we place their selection in a craft bag and tie brightly colored ribbon on so it looks wrapped like a present. People return for the convenience of being able to come in, be warmly greeted, select from a wide variety of unique products and leave with a beautifully wrapped gift. We eliminate the hassle and emphasize the rewards. We focus on gift giving for the pleasure of it all.