Ways Retail Stores Get Consumers to Buy
As a retail store owner, you know getting customers into your shop is not enough. You must also inspire them to buy. Offering desirable merchandise in attractive settings is essential to generating sales. You can also encourage your customers to open their wallets through a variety of strategies aimed at increasing value, improving service or providing periodic reminders.
Discounts and Bargains
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Sales promotions are a time-honored means of increasing retail sales. Customers usually flock to offers such as "buy one, get one free." Coupons or discounts for regular customer serve double duty: They show your appreciation for customer loyalty, and provide an incentive for those customers to buy. For example, if you own a bicycle sales and service shop, you might offer a discount on annual tune-ups as long as your customer buys one of your bikes. If you sell food vendors, you can offer discount coupons to customers who register for a mailing list coupons for free or discounted food items.
Related Product Groupings
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Arranging product groupings of related merchandise requires little effort, yet can significantly impact sales. For instance, if you own an electronics store, grouping your gadgets with the batteries and adapters needed to run them is a logical means of increasing sales. Clothing retailers often group dresses, shoes and accessories together to suggest ensemble purchases for customers. Stationery retailers frequently display paper and pens together. Selling printers, paper and print cartridges together is another logical product grouping that also ensures customers that they are buying the right refills for their printers.
Service Enhancements
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If offering regular price discounts is not feasible, improving service enhances the perception of value for money -- and often produces satisfied customers who provide repeat business for your business. For example, clothing stores frequently offer complementary color and image consultants to assist customers in purchasing flattering clothing items. Free alterations are another means clothing stores can provide added value without discount pricing. Electronics retailers might offer complementary extended warranties for repeat customers. Appliance and furniture retailers might offer their customers complementary delivery, set-up or both.
Reminders and Follow-Ups
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Sometimes increasing sales involves reminding customers to return to your store. Develop an opt-in mailing or e-mail list of customers and send them periodic reminders of new product offerings, upcoming sales or holiday promotions. Follow up with customers, especially after purchases of big-ticket items. The customer who purchased a flat-screen plasma TV might also be in the market for an enhanced sound system to complement the television's spectacular picture. Follow-up can also enhance smaller purchases. For example, a customer who purchases a charm bracelet is a natural target for periodic communications, especially when your store has received a new shipment of charms.
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Writer Bio
Chris Blank is an independent writer and research consultant with more than 20 years' experience. Blank specializes in social policy analysis, current events, popular culture and travel. His work has appeared both online and in print publications. He holds a Master of Arts in sociology and a Juris Doctor.