A Simple Checklist for Attracting Customers to Your SMB Retail Store

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  2. 2016
  3. August


One of the biggest challenges for small to medium-sized retail business (SMB) owners is attracting customers to your store. To increase sales, you need to get people in the door, keep them coming back, and inspire them to tell their friends about the great shopping experiences you provide. Tools such as a people counting solution will help you work toward these goals and determine the success of your efforts as well.

  1. Understand Your Business. Consider the things that make you stand out from your competition. Formalize your unique value proposition (UVP) into a statement you can share with your management team and employees. Examine your processes (such as hours of operation, staffing, products, and marketing) as they relate to your UVP and make an honest assessment of your strengths and the areas where you could improve. Looking at these things from your customers’ perspective will help you figure out how to improve the customer experiences you provide.
  2. Know Your Target Audience. Trying to attract “the general public” is too vague and ineffective. Create a detailed profile of your typical customer so you can craft marketing messages that will appeal to those demographics. Compile and update a database of customer information, including addresses, order histories, and loyalty rewards. This data can help you shape personalized email invitations to attract customers. Foot traffic statistics from your people counter will provide insights into peak times for typical buyers and the areas of the store that draw the most attention, to complete your customer profile.
  3. Set Yourself Apart with Outstanding Service. One thing that will always attract customers is exceptional service. People counting solutions can help you deliver great experiences. For example, with foot traffic data, you can ensure adequate staffing during the busiest times of the day, week, month, or year, to avoid lengthy checkout lines. You can also tell which parts of the store are visited most, so you can adequately staff them with associates to assist shoppers with queries or make upselling suggestions. Great service from knowledgeable and attentive employees can lead to customer loyalty.  
  4. Keep in Contact. In today’s retail environment, shoppers expect to interact with retailers in stores and online through social media, texts, and email. Make sure your customer engagement strategy includes appealing to them on all channels. Send emails and texts to thank loyal shoppers and offer coupons or information about upcoming sales or other in-store events such as new product demos. Never underestimate the power of social media. Engage with customers who reach out to you or mention you on social media.
  5. Offer Promotions. A common strategy to attract customers is to offer promotions both in stores and online. These could include not only special deals such as “buy one, get one free” but also codes that people can share with friends to earn rewards. To tell whether an in-store campaign is successful, check your people counter to see if foot traffic increases during and after the promotional period.

In a crowded and competitive retail environment, smart SMB owners use multiple strategies to attract customers, which include tools such as people counters. With the data these tools provide, you can tailor strategies to support your business goals and better evaluate the success of each initiative.

 

How Do Retail Foot Traffic Statistics Benefit SMBs?

  1. Home
  2. 2016
  3. August

If you’re the owner of a small to medium-sized business (SMB), you have a lot of responsibilities to juggle. There are many potential pain points that can negatively impact profitability. Fortunately, there are tools available to help you get a handle on some of those pressures. One such tool is a people counting solution that will track the number of customers who enter your store. Here are just a few of the SMB pain points that retail foot traffic statistics from a people counting solution can help solve.

“I can’t tell if we’re making money or losing money.”

A key metric to use when determining the success of your business is sales conversion rate — the percentage of potential customers who actually buy something. To calculate sales conversion rate, you need retail foot traffic statistics so you can divide the number of sales by the number of people who entered your store during a given time. A low sales conversion rate means a lot of potential revenue is literally walking out the door. Once you have your store’s sales conversion rate, you can start figuring out how to convert more shoppers into buyers, by taking actions such as reducing checkout wait times or making sure popular items are in stock and easily accessible. What constitutes a “good” sales conversion rate will be different for every store; but to find those numbers, you need to start with a people counter.

“I need help figuring out how to schedule my staff effectively.”

Staffing decisions require finding the right balance, as both overstaffing and understaffing can have long-term negative consequences for your bottom line. If you have more sales associates than you need to assist smaller numbers of customers, you’re losing money on unnecessary labor costs. If you don’t have enough associates available during high-traffic periods, you could lose potential sales because customers can’t get assistance or don’t want to wait in long lines. Retail foot traffic statistics will reveal the busiest and least busy times of day, week, month, or year. You’ll be able to see, for example, that you get the highest number of shoppers on the first day of the month, or that fewer people come in on weekdays before noon. This information will help you schedule your staff accordingly, so you can save money and ensure good customer service.

“I want to attract more people to my store.”

Since retail foot traffic statistics will show you the slowest days and shifts at your store, you can work on ways to draw more people in during those times. For example, if your SMB is mostly empty on weekday mornings, you could try offering “early bird specials” such as a 5% discount before 10 a.m. Your people counter will help you determine whether this approach is successful. You can also A/B test promotional efforts. For instance, you could schedule in-store demonstrations of a new product on Wednesday at 7 p.m. and Saturday at noon, and let your people counter tell you which demo drew bigger crowds. You can use that information to plan future events.

Retail foot traffic statistics have a variety of uses and can help you make informed decisions about many aspects of your business. Investing in a people counter is one way smart SMB owners can eliminate pain points and increase profitability.