Updated November 21, 2024
Converting holiday shoppers into loyal customers is crucial because after Black Friday and Cyber Monday, there are many more people walking through your doors.
When I started out as a retail manager, I had a new salesman who was killing it two weeks in a row. Everything he touched turned to gold.
He had done an exceptional job with one couple who were chairs of a big fundraising party in Orange County. The party had a western theme, and the couple was so thrilled with how they looked in their new attire that they told everyone to “Go see Daniel.”
The big night came and went, and Daniel felt on top of the world; his monthly commission check helped him buy a car.
The next month, however, he struggled. The other guys on the sales team ribbed him by singing "The Party's Over" when they got a big sale, and Daniel didn’t. Daniel had been lulled into believing there would always be plenty of shoppers coming into the store to see him.
That is precisely what can happen during the holiday season for brick-and-mortar retailers. They have so much traffic that they forget to consciously look for ways for those holiday shoppers to become everyday shoppers.
The key is to remain in front of those customers and remind them regularly that you are there for them.
Customer Service. Even when it is busy, you have to greet everyone who enters your store, you have to find a way to engage them at some point early before you pitch product to a new customer. You also have to thank existing customers for shopping with you. And remember, customer service means giving the right product recommendations on a person-by-person basis to increase the conversion rate of lookers to buyers. All shoppers should be offered to join your customer loyalty program after they purchase something. Then, you can retarget those customers who have given you money in the lean months of January and February.
Have your customers check in with Facebook to use your Wi-Fi. When shoppers check in on Facebook using your Wi-Fi as a guest, their friends can discover your business by seeing the story in their newsfeeds. You can also have them simultaneously like your page across their favorite social media platforms. More check-ins and engagement with your page improve Search and the Nearby tab ranking.
Email list. It’s been said it costs seven times as much to attract a new customer as it costs to retain an old one. People who have purchased from you are much more likely to buy from you again. Therefore, you must make it a habit to get every single buyer onto your list. Once they do, they have given you their permission to be contacted. Because of this, your regular emails will end up in their inbox. Make sure to follow a holiday marketing email schedule like the one I describe here.
Be religious about follow-ups. Many retailers offer special orders, customization, or personalized products that require additional time to create, even after the shopping season. If that’s you, email those customers the day they order, confirming the expected timetable, which should always include additional time to help manage expectations. Then, once a week, send them an update even if there’s no update, especially if there is any delay; they need to know you are on top of it. When the arrives, carefully check it over; you don’t want the purchaser to have any surprises. Call them and arrange a time to present it, or if you will ship the item, let them know the shipping date and give them tracking information. So many retailers fail to provide any follow-up, and instead of enjoying , they have raving complaints. The best strategies include not being afraid to give bad news, keeping them informed, and managing their expectations.
Store tour. Shoppers arrive in boutiques with nothing more than curiosity and discover products towering over them. It is a new plane; they don’t understand the language, where products are, or where to look. Left alone, they try and figure out what the store offers. That is why it is so important to give a store tour. For example, "Is this your first time in the store?" "Yes," answers the customer. "May I give you a brief store tour?" Once they answer yes again, take 2-3 minutes and give them an overview while developing rapport. While they may only look for a specific item for the holidays, they’ll remember other products for future needs. My interactive, virtual retail sales training program SalesRX details creating a compelling store tour.
Rewards program. It's great to get your in-store shopping visitors to buy from you and reward first-time buyers with perks, but marketing has to be deeper if you want to gain repeat purchases. Your rewards program has to have benefits more than a discount promotion. Consider an advanced look at new product, special events, and rewards for being loyal to your brand throughout the year.
In Sum
It’s great to have a bunch of first-time buyers flood your store during the holiday season. Make plans to convert them into loyal customers during your holiday preparations.
Remember, the best way to turn any shopper into a word-of-mouth marketing machine is to provide an exceptional customer experience, one that, for those 10-15 minutes, makes them feel hopeful and glad they came into your store. They’ll come back and become repeat customers throughout the year due to their personal connection with your sales team. And that's what builds revenue.