Posted at 3:30PM • 6/6/19 • Liz Sagaser

Kerusso® wonders...if you fill your shop with fantastic merchandise and offer awesome service, but there are no customers to see it, does it really matter?

#NOPE. In order for any retail proposition to work, there must be customers. And in order to experience the joy of repeat business, we must learn to build relationships with current and potential customers.

The success of a retail establishment depends on more than just the ability to complete a transaction; investing in positive, lasting relationships can make or break whether your operation is still thriving five years down the road.

Communication is Key.Every healthy relationship requires communication, and the relationship you foster with your customers is no exception. Train personnel from day 1 that communication is part of the expectation of service. Don’t just advertise to your customers...start conversations with them. Ask what they want and need, then really listen. Return voicemails, emails, and social messages promptly and treat these opportunities like gold. Embrace a unique customer question every week and encourage your team to use this conversation starter to build rapport.

Surprise & Delight. Strive to deliver on your promises earlier than anticipated and seek out opportunities to “Wow!” customers with surprise coupons, gifts with purchase, and timely well wishes on birthdays or other occasions. Fun, low-cost branded giveaways are an easy way to do this.

Invite Feedback.Don’t shy away from hearing honest customer feedback — even when it’s negative. Encourage feedback by making comment cards available in an easy-to-spot place, ask for reviews at the bottom of receipts, and solicit feedback in email and on social media. Regularly asking for your customers’ opinions lets them know you are listening, and you care what they think.

Create Connection. Think of every customer interaction as an opportunity to deepen your relationship. Use social media and email to start conversations and ask your audience questions or solicit their opinion as often as possible. Leverage technology to build a friendly, engaging online presence with your website, blog, and social media.

Express Gratitude. Launch a loyalty program to reward repeat shoppers, and build appreciation into your customer service language, print media, social media, email, and anywhere else you communicate with your customers. A simple expression of thanks can go a long way in growing loyal, long-term customers who will shop with you again and again.

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