While Santa’s vertically challenged cobblers may be
motivated entirely by ginger-snaps and eggnog the average holiday shopper
requires a bit more coercing into order to fulfill their shopping wish lists at
the local small business.
This week, let us discuss seven check points that will
ensure your naughty and nice lists match up this Christmas Season.
Be Mobile. We live in the smartphone age and can no longer
avoid the implications therein. Eight out of 10 shoppers will use their mobile
devices to research products, services and stores before committing to
purchase. Moreover, according to the 2014
IBM Holiday Predictions Report, “more than half (53%) of all online shopping
traffic this [holiday] will originate from a mobile device.” Make sure your
online presence is mobile friendly, up-to-date and easily accessible.
Email. Print advertisement may be on the decline as far as
influence and the rise as far as cost but the trusty ole electronic mail is
good way to reach potential and return customers. Three-fourths of shoppers will follow an
email to the originating website or social media, and a quarter of those
follow-ups end with a transaction. Consider hosting a sweepstakes campaign this
season; using the collected emails to market to customers year-round.
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Ship freely. Free shipping is the number two factor (right
after, you guessed it, price) in clinching that holiday online purchase.
Amazon.com has set this bar in a difficult place for many small businesses to
compete with but consider using a free shipping discount code or coupon to
mitigate increased shipping costs. Many retailers also offer free in-store delivery/pickup
for special order items, even after normal business hours.
Discount. With a shopping season opening during ‘black
Friday’ is it any wonder consumers expect a good sale everywhere they go? Pick
a few products with elastic margins and cut the price to bring customers in the
door. Offer exclusivity in discounts, people love to feel special, like they
are in on secret. Every receipt should offer a discount on ‘that next
purchase.’
Socialize. Twitter,
facebook, Pinterest et cetera. Be
social with your customers through the medium of their choice. Consider
offering all facebook followers a special promotion from the page only. Tweet
the deal of the hour. Pin the product of the week.
Promote. Celebrate your niche and pander to the folks that
appreciate the products and services offered within that niche. Do not go out of your way to offer a popular
product that doesn’t match your brand just to get folks in the door. Include a
small, branded, promotional gift for the shopper in each bag – something they
can use every day (like lip balm) or will hang in a conspicuous place (think
fridge magnet or car freshener) to remind them of your shop.
Serve. What makes Plagman’s
different from Walmart and Lowes. How does Bits of Yesterday differ from Ebay?
What makes Betsy’s and the Prairie Porch stand apart from Hobby Lobby? The answer is first names
and follow up.
When people walk in the door they know the owner by their first
name and are assured they have someone to go to if the purchase fails to meet
expectations. Customers are willing to pay a bit more for something unique if
they know the person they are buying from. If you, the entrepreneur, are not
offering the best possible customer service you’re not providing the
cost-differential required to make a repeat patron. Offer a customer service survey with each
transaction and follow the suggestions offered.
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