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Does Your Retail Business Prioritize Customer Service?

By Erik Blair

Republish: EasyPublish™
Published: 10Feb2012
Word count: 1755
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As a small retailer, loyal customers represent the lifeblood of your business and keep you from going out of business. They help to insulate your retail store from the encroachment of the mass merchants. The challenge is to find a way to bring shoppers back to your store over and over. Setting low prices isn't the solution. The big-box retailers can leverage their volume purchases to negotiate better terms with their vendors than most independent merchants. Likewise, carrying a wide inventory with thousands of unrelated products is counterproductive. Complementary products are easier to sell through. The solution is to provide a higher standard of service.

Exemplary customer service remains one of the key ingredients to a small retailer's success. It creates a welcoming environment that encourages shoppers to return. Below, we'll explain how to deliver high-quality service to your customers, and by doing so, improve the likelihood they'll come back in the future.

Can Your Sales Staff Solve Customers' Problems?

When a person visits a big-box retailer, she is usually looking for a specific product (e.g. paper towels, food items, etc.). She already knows what she would like to purchase, and seldom needs assistance (other than locating the items she wishes to purchase). By contrast, a shopper that visits your retail store may be uncertain about the product he needs. He visits with a problem, and hopes to find a solution.

If your employees are knowledgeable about the merchandise in your store, they can recommend items that will meet the shopper's goal. That is, they can provide solutions. This is far more effective for encouraging long-term loyalty among your customers than setting low prices.

Streamlining The Shopping, Purchasing, And Return Processes

The experience your customers have while visiting your retail shop has a major influence on their decision to return. This experience involves every aspect of their visit. For this reason, do everything you can to make it as smooth as possible.

For example, reduce the length of time people are forced to wait in line to buy their items. Handle product returns fairly, and as quickly as possible. If a shopper wants to express a grievance, make sure your employees listen, and address the complaint in a way that satisfies the customer. Also, your staff should be proactive in approaching those who appear to need assistance.

These things improve the experience people have while shopping in your retail store. As a result, they'll be more likely to return in the future.

Delivering The Often-Overlooked Conveniences

Another key to delivering superior customer service is to accommodate shoppers' needs that extend beyond your normal range of services. For example, suppose your store sells office furniture. Some customers may lack the resources to transport a large piece from your shop to their home or office. Consider delivering the product to their preferred address. Also, offer to assemble the furniture, if assembly is required. Both services - for which you can charge a premium and earn a profit - make the shopping experience more convenient for customers.

You'll also receive requests for special items that your retail store does not normally carry. This is another opportunity to meet the shopper's needs, and thereby increase their loyalty. If you're certain one of your current vendors can deliver the desired product, submit a special order for the customer. Although doing so may be an inconvenience for you and your staff, it will be remembered.

Customer Service When Your Store Is Closed

A lot of people search for products online when most retail stores are closed. For this reason, your business's website should provide all of the information your customers need to make a purchase decision. In addition to descriptions and detailed images of your products, include copy that explains how to use them, and for what purposes. If possible, allow those who visit your site to purchase the items online.

Small retailers have always had a competitive advantage against the big-box merchants through superior customer service. It is one of the most effective tools for encouraging your customers to return again and again.

Learn more about going out of business at www.gawrightsales.com.

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