It is very hard to market to clients if you do not have their personal information. At the very least, your employees should be capturing email addresses at the point of sale. It is very easy if you have trained your associates to engage in a dialogue with their customer while they are closing the sale. Even in these lean times, there is time to enter a name, a phone number and an email address. Explain to your client that this will help you track their purchases should the need arise for exchange at a later time. You could take this a step further by using a form of customer loyalty program that would reward the client for their purchases. Keep a guest book at the check out area to encourage the client to give you their home address as well. Some stores even offer a weekly drawing with the prize given as lunch (or a purchase discount) for those who offer their information. Mailers are still an effective form of communication, although with the aide of an email blast company (like Constant contact) it is even easier to keep your clients in the latest loop via email.
By offering small refreshments you can create an atmosphere where a client would feel comfortable to linger. Small water bottles, candy, etc. give a homey and relaxed feel to the shop. It’s a fine line to toe in giving just the right amount of customer service….not enough and the client feels ignored…too much and the client feels pushed. But, by using tools such as refreshments, music, sometimes and the sound of water trickling from a fountain, fresh flowers…you will create a warm and inviting atmosphere.
On the other hand, getting your associates to comply with capturing the information can be a battle. Reward the good behavior by creating a contest for most names/info captured.
Bottom line is that you want and need to know what/how much your client is purchasing. This way you can make better buying decisions and make better choices in the way you spend your marketing dollars.
