As the holiday 2005 season draws near, I hope that small retail businesses have taken the time really think through their marketing program for this season. Many small businesses survive based on the success of their holiday season. But there are so many choices – and more arriving on the market every day. How do you compete for the gift-buying dollars and win? Here are a few thoughts:
1. Think about the box. Do you provide free gift wrap, shipping, delivery, etc. Is your gift wrap distinctive and special? Or do you provide wrapping based on the ideas the customer gives? What do you do to the box to make it ultra special – making the recipient feel ultra-special regardless of the contents? Your box can make or break your season.
2. Customer service. What do busy people have to do to shop with you? Most of us still love the personal touch involved in shopping. We want recipients to feel that we thoughtfully selected a gift. However, the lure of the Internet’s convenience draws us. You can compete by bringing the shop to the busy professional people in your downtown or professional districts. Travelling shops, carts, catalogues, flyers, or even Internet order followed by personal delivery are all ideas to consider. Make shopping a smooth, convenient and customized experience for your busiest (often big-spending) customers.
3. Give them ideas. No matter how many lists and organization tools I implement before I start my holiday shopping, I forget something. I have to go back. Never let a customer leave your store without ideas they can use the next time they visit. Stay in touch with them using unique measures (read: NOT THE NEWSPAPER). Bag stuffers, e-mail follow-up, newsletters, buying guides, gift recipient idea lists are all options. For instance, make a graphically pleasing printed list of possible gift-recipients: school teachers, neighbors, co-workers, aunts, uncles, nieces/nephews, school friends, bosses, pastors, friends, etc. Then help the customer review the list. They will inevitably think of another person giving you the opportunity to suggest another gift purchase.
Got more ideas? I’d love to hear how you differentiate your business during the busy holiday season.
