Updated for relevance November 7, 2024
After-Christmas retail can be fun if you focus on making money instead of giving it away through aggressive promotions and discounts.
Retailers of all sizes, from boutiques to department stores to big-box stores, may want to rest once Christmas Day has come and gone.
But you can't.
Retailers should have one mission: minimize returns to grow their retail holiday sales.
The final week of the month is frosting on the cake. By proactively deciding to grow sales, you will have a better mindset, keep your crew from feeling overwhelmed, and keep online retailers at bay.
Greet at the Door: Have someone greet people when they enter your retail store to tell them what is on sale with, "Good morning. The whole store is 20 percent off." You want to interrupt them before they get to the counter wanting their money back. The goal is for them to "Look around." Even if they tell you that's what they want, you can counter with, "We can certainly do that for you as well; we just don't want you to have to stand in line twice."
Then, Greet at the Counter: Even if someone greets them as they enter your brick-and-mortar store and you have signs everywhere saying 20 percent off when customers head straight for your counter with their receipt and a return, greet them with something like, "Good morning. The whole store is 20 percent off. Would you like to look around first?"
Even if customers tell you they only want another size, mention your sale. Look at this as an opportunity to get your customers to spend on a second item, not to have your employees give them 20 percent off a return. You can tell the customer your sale "makes their gift go farther." It's like you've given them more disposable income for their spending.
No part-timers at the counter: Ensure everyone knows how to do all types of returns, sale items, closeouts, layaways, checks, etc., before you allow them to help customers at the register. Neither your employees nor customers want to wait for a manager. Patience is typically worn through at this time of year, and people are more focused on keeping interactions to a minimum.
Get their information: Encourage customers to join your email list or connect via Facebook, and take this opportunity to introduce them to your Customer Loyalty Program. Highlight the program's benefits, such as earning points for purchases, exclusive member-only discounts, and special offers throughout the year. This approach helps build a database of potential regulars and incentivizes discount shoppers to become loyal customers.
Explain how their participation in the loyalty program can lead to more personalized experiences and rewards, making each visit more valuable. This strategy is key in transforming one-time holiday shoppers into long-term patrons of your retail store.
Hustle. You want to touch as many people as possible and give a superior customer experience. If you want to increase sales, now is not the time to let someone lazily size a rack, hang merchandise, or do a return. Now is the time to actively get onto the floor and minimize those returns.
To provide a superior customer experience, actively seek and incorporate customer feedback. Engage with shoppers on the floor, asking for their input on your displays, products, or their overall shopping experience. This Direct Engagement helps minimize returns and makes customers feel valued and heard, which can significantly enhance their perception of your brand. Use this feedback to make real-time adjustments and improvements.
Remember, a proactive approach to seeking and acting on Customer Feedback is crucial for fostering a positive brand image and can increase sales and customer loyalty. Encourage your staff to be attentive and responsive, ensuring that every customer interaction is an opportunity to strengthen your brand's relationship with its clientele.
Personalization is key to providing exceptional customer experiences. Tailor interactions with customers based on their previous purchases and preferences, tracked through your POS system or loyalty program. For instance, if customers frequently buy certain products, make personalized recommendations or inform them about relevant upcoming sales.
Train your staff to recognize and address regular customers by name and to understand their shopping habits. This level of personalization enhances the customer's shopping experience and increases the likelihood of additional purchases. Personalized service demonstrates to customers that your store values and understands their unique preferences, fostering a deeper connection and loyalty to your brand.
In today's retail landscape, leveraging digital marketing strategies is essential for driving post-holiday sales. Utilize Targeted Email Campaigns to reach out to your customer base with personalized offers based on their shopping history and preferences. Engage with your audience on social media platforms by showcasing your latest deals, popular products, and exclusive in-store events. Use paid advertising on platforms like Facebook and Instagram to reach a broader audience.
Additionally, implement SEO best practices on your website to improve visibility in search engine results, making it easier for potential customers to find your store online. Encourage customers to share their in-store experiences and purchases on social media, perhaps by creating a unique hashtag for your store, which can be a powerful word-of-mouth marketing tool. By integrating these digital marketing strategies, you can effectively attract both new and returning customers, keeping your store top-of-mind and driving sales beyond the holiday season.
Tag all returns: Make sure every return is immediately tagged. You don't want to lose sales because someone threw it into a big pile to "get to" at the end of the day. Price it and return it to the sales floor quickly with the rest of the items. That way, out-of-stocks don't cripple your in-store sales.
Bend your policies: Don't get into it with someone doing a return against your return policies. It isn't worth the aggravation - give them a refund if there is any way possible. Remember, our goal is to BUILD in-store sales, not antagonize customers. Battling over a $20 sale item ruins your day more than the customer's - move on and build sales. And remember, they can always do a chargeback - and they know it too. Give the refund and be a hero.
Effective inventory management is crucial in the post-holiday season. Analyze sales data to understand which items were popular during the holidays and ensure that these are readily available and easily accessible on the sales floor. Conversely, for items that didn't perform as well, consider strategic markdowns or promotions to move this inventory.
Efficiently managing your inventory ensures that your store remains appealing and relevant to customers while also maintaining a healthy cash flow. Train your staff to check inventory levels regularly and to be knowledgeable about product availability so they can confidently assist customers and make alternative suggestions if a particular item is out of stock. This proactive approach to inventory management can significantly enhance the shopping experience and reduce the likelihood of lost sales.
See also, How To Leverage The Weather To Market Your Store
In Sum
Of course, once you've minimized returns, the best thing is to grow sales by delivering a branded shopping experience to your consumers. That means adding on, suggestively selling, and being aware of your marketing and social media posts to ensure higher conversion rates and average tickets.
Encouraging people to buy more is easy when you offer discounts, whether on clearance or store-wide.
Getting their information now will be useful in the New Year as you fight to keep online bandits from stealing your loyal customers.