Page 0059

Page 58 AUGUST 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

All strategic ambitions aside, retail success is

earned or lost, in the store or over the phone,

one shopper at a time, through one-on-one contact. Regardless

of what conclusions you draw

from the profile of your audience, what matters

most is what each individual customer concludes about

your store. That's a product of his

or her shopping experience with your retail

business. It's in your best interest to make it as

pleasurable an endeavor as possible.

When you use alternate means of

sales - mail, fax, phone orders -

the person who takes or receives

the order must follow through on any request

made by the customer. A friendly voice on the

phone is a necessity, but it won't compensate

for being put on terminal hold. People use

these alternate means of purchase because they offer a quick solution for buying. Disappoint

them, and the store loses the customers.

The perceptions of in-store shoppers begin to

be shaped as soon as they enter the store.

Everyone on staff should be well trained in

welcoming shoppers and making them feel

comfortable. All that's required is good manners.

Anyone who enters should be acknowledged with

a smile, a friendly nod, or a simple

greeting. Always ask if the customer needs

help. If he does, oblige as best you can. If you're

serving another customer, direct him to his area

of interest, summon someone else to help him,

or promise to be with him shortly.

When the customer refuses the offer

of help, or explains she's "just looking,"

back off and let her proceed on her own.

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