Blog
Change your store hours to increase sales
May 2, 2011 by Laurel Tielis — Author and Professional Speaker, Laurel Tielis & Associates
No matter what state the economy is in, no matter how frugal consumers are, customer-centric retailers are building business. Here's one way for you to be one of them.
You've heard of social media. For now, let's drop the media portion and talk about the social. How can you deepen your relationships with your customers? And, how can you do it easily and inexpensively?
Go against the flow. If standard business hours in your area run from 10 to 6, try opening from 6 to 10. And that can be a.m. or p.m. It doesn't have to be everyday; once a week, once a month, or even once a quarter will let you test it out.
Many of your potential customers are working during looking hours; they're starting the day earlier and getting home later. Your new, more flexible timing, will give them the opportunity to get to your store. You'll be able to attract a whole new clientele.
If you open your doors earlier in the day, make sure to serve coffee or tea. Customers will appreciate the wake-me-up, and linger longer. As any merchant knows, in general the longer they stay, the more they buy. Another bonus to having them stay longer, you get the chance to know them better and deepen the relationship.
Later evening hours will give shoppers the leisure to take a long look around your store. Bring in a DJ and serve wine or beer to create a party-like atmosphere. People will enjoy the experience and buy more.
And here's where the media comes in, both social and mass media. Make sure to let your regular customers know about your new hours on your web site and through your emails. Get the word out as well through Facebook, Twitter and LinkedIn.
Reach out to mainstream media—newspapers, magazines, TV, and radio—by drafting a press release. Always let them know when you're making changes. Remember, new means news. Get the word out to bring still more business in.
