Maintaining Relationships with Customers

In retail, relationships with your customers are your most valuable currency. Now more than ever it’s important to strengthen these relationships. Shoppers may not be making major purchases right now, but how do you make sure to stay on their radar so they shop with you when they’re ready? Obviously, you want to increase traffic with the goal of moving merchandise as well. How do you do this without offering a discount or sale? Shop*Front spoke with one retailer who planned a series of in-store events to draw customers into her store and provide some added value to shoppers who are watching their pennies.

Interview with PK Mason, Papers Plus – gift and tableware shop and the local source in East Grand Rapids, MI for custom invitations and stationery.

SHOP*FRONT: Tell me some things you’re doing to maintain relationships with customers:

PK, PAPERS PLUS: We are holding a series of events that don’t have a huge focus on selling, but rather educating the customer about how to use the products in our store in their homes. We just had an event called “From Drab to Fab in a Weekend”. The focus was on rearranging what you already own and finding inexpensive ways to change the look of a room. We had a local designer set up vignettes in the store using rugs, bedding, throw pillows and throw blankets. The local Benjamin Moore dealer gave us large paint swatches and the decorator was on hand to help customers match things up. Our rug vendor, Company C, allowed us to offer a free 2x3 or rug pad with the purchase of a rug and free shams with the purchase of a quilt or duvet. All discontinued rugs were also discounted so we could pass the savings along to the customer. We went from selling 1 quilt in a week to selling 4 in 2 days!

SHOP*FRONT: What else do you have planned for the future?

PK, PAPERS PLUS: Our next event will feature a local florist teaching customers how to arrange flowers. We will offer five vases of varying price points from Juliska, a line of beautiful handmade glass and ceramics. The seminar is called “5 Vases, 5 Ways” so customers can learn which shaped vases are more appropriate for which flowers. Again, we’re not pushing a sale as much as we’re trying to engage the customer. The seminar is on the Thursday before Mothers Day and we will pre-sell the flower-filled vases to be picked up on Saturday for Mothers Day. Again, the manufacturer allowed us to offer a beautiful gift with purchase for any customer who buys over a certain dollar amount. We also received free postcards to promote the event and a beautiful vase to use as a raffle prize.

SHOP*FRONT: What is it that makes these types of events successful for you?

PK, PAPERS PLUS: Some of our biggest purchases have been from word of mouth after the event. We do the in-store event on certain days, but the promotion lasts all month. We have something going on that people can come back for. And our costs are limited, mostly to postage. The beautiful postcards we’re able to send give something for people to hang onto throughout the month as a reminder to come back when they have the time.

SHOP*FRONT: Any other words of wisdom?

PK, PAPERS PLUS: I really think that this recession will benefit us. For better or for worse, we now have the time to do all those things we have been meaning to get to and need to learn how to do, like events and using the internet effectively. Also, when money is tight, you have to be more creative.

WHAT IN-STORE EVENTS CAN YOU HOLD TO SHOW CUSTOMERS HOW TO USE YOUR PRODUCTS? Plan something fun and engaging that will add value to their shopping experience.

DO YOUR VENDORS OFFER ANY FREE PROMOTIONAL TOOLS? Take advantage of every resource at your fingertips!

WHAT OTHER BUSINESSES IN YOUR AREA CAN YOU PARTNER WITH TO HOLD AN EVENT?

*Watch for future postings with PK Mason about using email to communicate with customers*