Keeping customers coming thru the doors has to be one of the most important goals for every retail store in any industry. We are lucky to be in an industry where creating excitement for our customers is easy. There is always a new technique to learn or a great new gadget to help make the next project that much faster and easier. But it has been said "Out of Sight, Out of Mind", and this is no different for the independent sewing retailer. If your customers are not reminded of all the new items and great sale prices you have on a regular basis they will spend their money elsewhere.
A monthly newsletter or weekly email can be used to inform your customers about everything going on in your store, and at the same time can get them excited to come in to buy something new. If you have an amazing new notion or design collection arriving in your store send out an email describing all the benefits this new product has to offer. Then promise a FREE demo when they visit the store. While they are in the store for a FREE Demo of the notion, you have an opportunity to present the newest machine or to make sure they have all the necessities for the next project; thread, stabilizer, bobbins and much more. To build on this idea even further, your store could offer a drawing, and with every new product demonstration the customer receives one entry into the drawing. As we know, people love to WIN! The Prize could be a thread kit or a pair of scissors. It does not need to be anything extravagant to get your customers excited.
The best traffic driver known around the world is one simple word "SALE!". People get excited to save money. It makes them feel good, and when people feel good, they spend more money. Get creative with your special offers, your customers are constantly bombarded with messages about saving 10% off toilet paper, and $1.00 off ground round. Your sale has to stand out and grab their attention. For example, advertise an early bird sale similar to the large clothing stores. "This Saturday Only 7am to Noon take advantage of our best prices of the season!". To peak their interest, advertise with a page full of coupons with offers similar to the following:
- FREE lessons with the purchase of a new machine!
- Save ___% OFF one item in the store. Any Item of your choice!
- Save up to ___% on all clearance items!
- Purchase __ Spools of thread and receive ___ Free
The items offered in your special coupons do not have to cost lots of money; they simply need to have a value. For example giving one on one lessons to a consumer does not cost much if anything extra, but lessons may be extremely valuable to some of your potential customers. The possibilities are endless.
Creating traffic in your store is a must. The news is full of scary economic stories every day, but people are still excited about their hobbies. With a few simple tools and a little creativity you can keep your customers up to date on all the new fun gadgets and coming to your store to buy them.
Tom has been working with Tacony Sewing Central in new product development for notions and marketing for over 4 years.
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