It's All About The Customer
by Nancy Proman

article cited from www.babyshopmagazine.com

As an independent store owner, there is just so much to do! Endless hours have to be devoted to buying, merchandising, staffing, displays, and sifting through countless piles of paperwork. It is easy to get caught up in the details, and forget about the component that drives the business: your customer. Without him or her, there would be no reason to exist.

Here are a few reminders as to why your customer is so important and what you need to do every day to insure your store’s success in this ever changing retail environment.

The first impression your store makes is in the window displays. Make sure that merchandise featured is coordinated so that your windows have a theme, or “tell a story.” Windows should be changed on a regular schedule, preferably on a weekly basis. If your store has the budget to hire a professional display person, all the better. The store’s interior should follow up with the coordinated placement of merchandise on display fixtures. Your customer’s eye will be pulled into your store if it appears neatly arranged and organized.

When a potential customer enters your store, it is like having a guest enter your home. This person should be greeted immediately and warmly. A smile does wonders for welcoming someone into your retail space. Engaging the customer in conversation to determine needs is also something that should be done, after letting the customer look around a bit. One way to start a conversation is to pay attention to the merchandise that the customer is looking at or picking up. Asking a few leading questions other than “Can I help you find something” help the sales associate make appropriate suggestions. Usually questions that can’t be answered in a “yes” or “no” are best...
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