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.
- 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.
- 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.
- 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.
- 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.
- 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.