WAYS TO PERSONALISE THE SHOPPER EXPERIENCE IN YOUR RETAIL BUSINESS

Small business retailers say that shopping with them is different to big business yet often miss the opportunity to show rather than tell.

It can be tough, especially if you are introvert. The best approach is to put on a character, to decide to be someone else in the shop, and to act through the character.

Good shopping experiences are primarily about the human to human interaction. This is where small businesses can win over bigger businesses.

Here are ways you can show your shoppers a different, more personal, more human, retail experience rather than just talking about it.

GREETING.

Welcome customers to the shop, or to the counter if you don't have a greeter.

Reject the usual, next please, or yes please or next or is that all for today or some other soulless text. Try for a more personal approach. Consider:

• Good morning. [If you know their name, use it.]
• Hi, have you been here before? [Say this if you don't recognise the customer.] The question can lead to a nice conversation. At the very least, it encourages familiarity.
• Hi, how are you today?
• Thank you!
• It's good to see you.
• Did we take care of you today?

Ideally, you will greet people as they enter the shop, cheerfully, with gratefulness in your tone. This is important as the genuineness of your greeting will be remembered.

SHOP FLOOR ENGAGEMENT.

Instead of the are you finding everything all right or can I help you find something or even ignoring shoppers on the shop floor, hold a unique product in your arms and say have you see this? or if you have holding two items each of a different colour, which do you prefer?

Having a prop can put people at ease as you are busy doing something else, with the prop, but have time for them. The right prop can be a good ice-breaker.

Doing real work on the shop floor like unpacking and pricing goods is also a good way to provide a more personal and engaged experience.

AS THEY LEAVE.

Too often shoppers are ignored as they leave. From the counter or near the front door consider saying:

• Have a great day. [Saying this like you mean it.]
• Be careful out there. [If the weather outside is rough.]
• Thank you for visiting. 
• We really appreciate you shopping here today.
• Let me get that for you.  [as you open the door.]
• See you soon. [Like they are a friend.]

AT THE COUNTER.

• If you sell chocolate. Always have something they can taste.
• If you sell soap, always have some they can try.
• If you sell magazines with recipes every week or so have something you have made that they can taste.
• Have tissues for people with a cold, anti bacterial for people who worry about germs, pens people can use to write cards, cold water people can drink if hot, warm coffee or tea people can drink if cold.

WHEN THEY SHOP.

• Have somewhere they can wrap a gift.
• Have stamps they can buy to easily post cards.
• Have a bucket for wet umbrellas.
• Have water for the dogs.
• Have an easy chair for them to read magazines or books.

ENGAGE!

There is nothing worse than canned, faux, lined like have a nice day or hi how are you when you don't genuinely mean it for that person. Be genuine, authentic and this will build for a more valuable experience.

The more personal and comfortable the experience the more enjoyable for many shoppers. It is these personal engagements that will differentiate your business to others. This is what makes your business more memorable.

newsXpress has plenty of advice on how to engage with shoppers and guide better business performance. If you want help specific to your business please email help@newsxpress.com.au