Palmer Retail Solutions Blog

Modern Rules to Retain Customers

Posted by Kathy Heil on Apr 19, 2016 2:46:53 PM

AdobeStock_101891713.jpegIn many ways, shopping has changed dramatically over the years. The merchandise you sell, the way you promote it and the very appearance of your store are all quite different than a generation or two ago. It stands to reason that the tactics you use to retain customers have changed significantly, too. 

But have they? As we look at modern rules to retain customers, we can see that many of them aren’t all that different from the old days. Technology advancements open the door to broader retention opportunities, but friendly personal service has never gone out of style. So what works best in this modern world?

Listen up.

The old adage “the customer is always right” may not be technically true, but one thing is certain: today’s shoppers expect you to listen to them whether they’re making a suggestion or complaining. Negatives aren’t fun to hear, but behind most of them is a solid clue for improvement. You want happy customers, so listen to what makes them unhappy.

Promise realistically, deliver exceptionally.

Over-promising just to get a sale will backfire every time. Modern shoppers want honesty. Be straight-forward about your products and promotions to set realistic expectations, then find ways to enhance your customers’ total shopping experience so you exceed their expectations.

Thank people for shopping with you.

Whether you sell groceries, car parts, apparel, or fine jewelry, your sales depend in large part on establishing an emotional connection with customers. There are lots of ways to do that, but a simple “thank you” is one of the best. Say it, post a sign, put a card in their bag. Send them a post-purchase email if you’re an online retailer.

Stay in touch.

Modern technology gives you multiple ways to connect with customers to deliver news, special event invitations, coupons, etc. Do that, to make them feel like part of your “family.” 

You get what you ask for.

Constantly discounting prices teaches customers your store is a “bargain basement.” Those who are interested only in lowest price will never be high-value customers. Besides, no one is more fickle than perennial bargain hunters.

Want to know more, from those in the know?

Check out this article that features tips from 42 retail customer service experts. For instance, best-selling author Chip Bell says the #1 way to improve customer retention is by partnering with your customers. “People will care when they share,” he notes. He then goes on to list seven things you can do to “help customers put skin in the game.”

He’s right. The more you involve customers, the more invested they are in shopping with you.

Every retailer knows that it’s far more cost-effective to retain customers than attract new business. Loyalists shop more often, and they spend more when they buy. So become a connoisseur of strategies you can use to build loyalty – tried-and-true methods, trending ideas, or your own unique innovations. But if you want to know what your customers really want, why not just ask them?

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Topics: Customer Experience

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