Spring 2009
Can you recommend marketing strategies that will help boost store sales?

Gail Markert of Markert Group Consulting


Gail Markert of Markert Group Consulting
615.292.7819

MarkertGroupConsulting.com

Be proactive. Now is not the time to sit back and wait for customers to come to you. Special events can be very productive. It could be a sale, a trunk show of a new or popular line, or even something educational like a decorator explaining holiday décor tips. The choices are endless and range from serious (an artist’s signing) to silly (a pajama party). The goal is to attract customers to the store with an event that is so pleasant and fun that customers stay and buy. Food, drawings, or giveaways are usually offered and add to the party atmosphere.

A promotional mailing tied to a seasonal event can also bring in traffic. With Mother’s Day coming up it’s the perfect time to offer a coupon (via a postcard or email) to your mailing list. The coupon could be for a percent or dollar amount off, free gift-wrap or a giveaway of a small treat of some kind.

Lastly, be sure to differentiate yourself from the pack by making sure all your contacts with customers are positive, upbeat and fun. This has always been important but never more so than in the current economic downturn. By continuing your marketing activities, your store will be in a stronger position (relative to competitors) when market conditions improve.

Debbie Dusenberry of Curious Sofa


Debbie Dusenberry of Curious Sofa
913.432.8969

CuriousSofa.com

Sales always get a boost at the Curious Sofa when we send out a fresh email about new products or shop events. My staff is encouraged to get every name and/or email from all paying customers. We also write down the information from every check written to us, for direct mail. A list is also by the door to add email addresses of non-buying customers. I really believe this is the future of communication—and the most affordable.

This year I took the store on the road to three different events outside our neighborhood; holiday marts, antique shows or otherwise. Look for charities that need retailers to exhibit for two or three days to make it worthwhile. Show off your store to potential customers outside your demographic.

Having special art or craft shows inside the store is also good for bringing established artists and their following to you. All of us have to work a little harder these days at keeping our current customers interested but also acquiring new fans from places that would normally never find us.

Ed Butler of The Butler Group


Ed Butler of The Butler Group
800.241.9533

ButlerGroupGifts.com

Consistent promotions work. During the Atlanta show, I asked several retailers about their sales in 2008 and many told me their sales increased. One particular retailer, who had a wonderful year, hosts a storewide promotion the last Saturday of each month. She uses the promotion to clear overstocks, while she continues to buy new products and restock best selling items. She has become a better merchant this year—her inventory is cleaner, with less back stock, and sales are growing.

Make it personal and unique. Products that are personalized in a variety of ways are delivering consistent sales. Gifts that are unique to each individual require more thought and customization, but they also get people back in your store. If you do not own an embroidery machine, there’s probably a shop nearby that will do your work—the customer will never know! Monogramming is just one form of personalization.  

Of course, remember to make the shopping experience in your store the “wow” factor that makes the customer want to come back.

Kelly B. Gunn of Lineworks


Kelly B. Gunn of Lineworks
757.469.3270

LineWorksReps.com

Check out Facebook. Web sites such as these are no longer considered for kids only. Studies have shown that enrollment on social networking sites for the 35-54 age group (your customer base) is growing by leaps and bounds. Take advantage of this growing medium by creating a social networking page for your store. Once you establish a presence, you can promote events, create groups based on retail categories or specific product lines, and watch your network of customers grow.

Lynn Switanowski of Creative Business Consulting Group


Lynn Switanowski of Creative Business Consulting Group
617.437.9191

CBC-Group.net

Staying close to your customers in these challenging economic times is more important than ever for retailers everywhere, so continuing your marketing efforts is critical. Traditionally, the challenge with continuous and extensive marketing has been its cost. Not so anymore. Two different forms of marketing via the Internet promise to be effective and are very low in cost (or free) to implement and maintain.

Begin or expand your use of email marketing programs to deliver marketing messages for your store. Email marketing programs are easy to use and can rapidly deliver professional content to a large group of your customers. You can also deliver messages more frequently than traditional media such as newspaper advertising, direct mail or radio. Don’t have a good email list today? Set up a computer in your store where people can sign up automatically (and have your sales associates encourage every customer to sign up). Follow up with a direct mail postcard announcing your transition to email marketing. Offer an incentive for customers (discounts, free products) to give you their email address. Bonus: Set up customer lists by product category—delivering specific messages targeted directly to your customers leads to an increase in open rates and the sales generated from each message.

Participate in the world of social media and social networking to maximize your store’s marketing reach. How can you start simply and immediately? Search the Internet for blogs related to your type of store or about the specific products that you carry. Start responding to (commenting) on what people are talking about in these blogs. Have a goal to participate at least twice a week. With constant participation, you will quickly become a part of this online community and conversation. And the best part—commenting on other people’s blogs is free. You can even start a blog yourself!

Editor’s note: Switanowski is not a member of the GHTA.

The Gift and Home Trade Association is the gift and home industry’s professional trade association, formed to help vendors, sales agencies, industry affiliates and retailers work together to improve the industry. It hosts an annual conference for vendors and sales agencies, and its eight-member Retailer Advisory Board supports independent gift and home retailers through regular seminars at industry trade shows. For more information about the GHTA, call 877.600,4872, email info@ghta.net, or visit www.giftandhome.org.





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