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Page 54 AUGUST 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

When you know who has children, for instance, you

know who you need to reach with

a special sale. When you know what your customers

read and watch, you've a better idea

where to put your advertising dollars. If most

customers indicate they shop Friday nights,

you might want to try some Friday night specials. Finally,

the suggestions submitted on the

forms may point you toward something or

some opportunity you overlooked while setting up the

business.

The information compiled in such a consumer

survey can be of interest to others with products to

sell and services to promote. Depending on

your market area and store

specialty, you could eventually create

a customer database of thousands

of names. The more names,

the more valuable the list to you and others.

Start compiling information on your customers

from the day you open your doors.

Later you may decide to sell or trade your list

to others, like a major supplier. If you even consider such

a practice, you should request permission

from customers before sharing the

information about them with a third party.

Your loyal customer may suddenly rethink her

relationship with your store if she learns you

supplied her name and number to the telemarketer who

just interrupted dinner. Many resent

the practice of passing along information given

with implied trust.

As much as you learn about your

customers from the database, that

information can also help you identify

other people you want to reach.

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