3 Ways to Attract Repeat Customers
By Nicole Leinbach Reyhle, forbes.com
There’s a misconception in retail that you need to gain new customers
all the time when in reality, repeat customers are what any business
should aim for. Of course, gaining new customers along the way should
remain on any business owner’s to-do-list – but if you treat all
customers in way that makes them want to return, merchants are more
likely to gain long-term success.
Below are three strategies to help retailers and other small business
owners alike in combating “one and only” sales and instead gaining
repeat, loyal customers.
Employee Engagement
Many businesses overlook the value of their employees and the impact
they have on their customers. Particularly in retail, restaurant and
service oriented businesses, employee and customer engagement is a key
piece to the customer loyalty puzzle. The reason for this is actually
very simple. People like to go to places that they enjoy, and they like
to go places even more when they respect and enjoy the people who work
there. This includes the employees – not just the owner or manager –
whom they engage with.
Making employees a priority through customer service trainings,
expectations and overall store standards can help create a destination
that customers will enjoy not only for the product or services offered,
but for the employees, as well. Setting standards within your own hiring
and training habits can strengthen this, while delivering quarterly,
bi-annual or at the very least, annual reviews can help, also.
Customer Value
Keeping employees top of mind isn’t the only piece to the customer
loyalty puzzle. Customers are a key ingredient here, and they want to
believe you recognize this, as well. Delivering experiences that make
your customers feel valued and appreciated is a great way to gain
repeat, loyal customers. Among the ways you can do this is as simple as
expressing gratitude – communicating a sincere “thank you” goes a long
way – but even more so, offering incentives for referrals and repeat
business is both recognized and valued by customers. Their response to
your actions not only increase your sales, but strengthen your brand
reputation.
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