Kerisma

The day and age of buy this, try this, and oh it’s on sale are not always convincing. People are more cautious today with many choices and some are being frugal. Despite the economy ups and downs, people will be evaluating their purchases decisions and retailers need to be inventive to generate new business. It’s those subtle niceties that attract consumers, being genuine and the reputation that one finds the value in his/her purchase. Whether it’s the accessibility and assortment of merchandise in the store, the personal relationship a customer has with a salesperson, even the cleanliness, or if you just enjoy the adventure to find the best bargains. All of this and more come into play that keep customers from coming in and out of the doors through the experience with a retailer.

Kevin Ertell, VP of Forsee Result’s  retail strategy division,  recently did a study that reported half of the top online retailers have a minimal to nonexistent Facebook presence. “The consumer/retailer relationship on social media is a chicken-and-egg phenomenon,” he said. “Our most loyal customers are likely to reach out to us on social media, but it’s how we interact with them once they get there that fosters greater loyalty and the likelihood to buy from us in the future.”

One thing to keep in mind is that some consumers don’t want others to let the secret out of the bag and participate in online communities to share their fashionable finds for fear they are uncovered by others. It can be a sport and very competitive hunting down an item before someone else. How will retailers re-act to that as well?

Retailers need to learn to drive visits to their stores by not only showcasing the hottest styles off the runway onto the racks, but some are now seeking to adopt new technology to engage and retain new business through social media tools, create informative and user-friendly websites, and use new mobile applications to improve upon their service.

What sets a great retailer a part from another is not only satisfying one’s need, but making it a great experience. More and more brands and retailers have had to assess their business practices to stay competitive and consider offering new experiences for their customers. It’s not just competing with other big box retailers or local stores but eCommerce continues to grow, people are seeking new ways of convenience, a connection, as well as a reason to take time from their busy schedules to go to stores.

It’s surprising to see how many retailers are lacking their use of social media tools to bring greater awareness of their products and service to their customers online. Regardless, people are creating their own groups on Facebook and they have resorted to online communities to spread their passion for specific retailers, fashion designers and brands.

 
Retailers need to rely on new technology and face-to-face encounters with their customers to learn more about their interests, demands and enhance the experiences for customers to feel proud of their purchases. Additionally, some retailers have been slow to adopt new methods of mobile communication to facilitate better transactions. In certain cases, the employees have done a great job listening to the demands of their customers by honoring coupons sent via email now displayed on one’s phone to offer a discount in person. Yet, many are lacking this convenience.

 
Below are just a few ideas to keep in mind to consider your customer’s interests, providing convenience and getting one to come back to your store:

• How about a mobile GPS locator to track the next fashionable store that offers your favorite designer?
• What about email or other alerts about new items arriving daily/weekly? Why not create buzz online in a fashion community about a new designer shipment and offer a coupon towards your next purchase to a select group?
• Recognize your customer’s interests, passions, talents and involvement in other online communities by creating a promotional program that aligns well with your brand and allows people to participate through user-generated content.
• How about a bi-weekly newsletter for people to subscibe and offer promotional updates?
• Partner with another brand, service, or seek an endorsement from a celebrity, or even better yet make your customer feel like a star creating a new promotion that rewards them.
• Promote an event through Facebook or email, where you drive traffic to the store and one can browse new merchandise, but also be entertained with a VIP reception.
• Collaborate with other local retailers and raffle off free make-over consultations, manicures, or other services.
• Let your customers share their own stories and become brand evangelists as fashion editors for your store writing about their wardrobe finds online. Allow the audience to vote for their favorites.
• Partner with companies such as CardStar to offer a mobile loyalty card service.
• Community involvement and charitable causes are important to people today. Why not partner with a non-profit and portions of your purchases go to certain organizations?
• Provide an online platform that is monitored internally for customers to speak-up about a poor incident in store to alert others and make good on that experience rectifying the situation.
• Hold contests online that drive traffic to the store and vice versa.

There are lots of things to consider, some are easier to execute than others, but it’s important for retailers to take action, listen and start to experiment to see what works best in their environments and how people respond.