I know, I know, it’s only October. I’m not ready for the holidays either, or at least not personally, but on the business side it’s time to get going.
Retailers have to be at their best during the holidays, from mid-November right through to the end of the year, especially in a down economy when customers are being extra careful with their money. A retailer who lets a customer down isn’t going to get a second chance this year.
So, what to do? Make sure your staff is prepared for the extra crowds, and really carefully analyze your inventory and your sales from this time last year to make sure you’re stocking the right merchandise and that you have enough stock.
But those are the basics, how else can you prepare? Well, the big guys are marketingto their customers (and yours) every day. I know you don’t have the marketing budget that they do, but you have a huge advantage. You KNOW your customers.
Leverage that advantage to send your customers and prospects timely and targeted offers by e-mail or even mail to invite them to your store for special prices, services, or seasonal product and throw in some special attention and expertise and you can win a repeat customer.
Take some time to identify who your ideal customer is, and what you can do for them that the big box stores can’t, and go sell THAT to them. I bet you’ll have a merry Christmas…
