ZenBusiness.com | By Elizabeth FelsNovember 1, 2022 | Holiday Shoppers | Auto Insurance

Right now your holiday shoppers are visiting your website, social media pages, and store. In just a few short weeks, though, the holiday shopping will be over, but you can get those holiday shoppers back and turn them into loyal, year-round customers with these tips.

For many retail and specialty shops, the mad shopping scramble that erupts in November shortly before Black Friday and continues throughout the holiday season leaves the business owner little time to focus on anything other than managing employee schedules, keeping the shelves stocked and neat, and helping customers find and buy the things they want. The objective, of course, is to do as much business as possible while customers are in the mood to spend and have a deadline to complete their purchases.

But if your only focus during the holidays is on getting customers to buy now, you’re missing an opportunity to make your business more profitable throughout the entire year. In addition to encouraging people to buy now, your holiday efforts should include strategies to get those shoppers to come back repeatedly after the holidays are over. Here are several tips for accomplishing that goal.

Show holiday shoppers you care

Although the pandemic appears to be waning, it has changed consumer habits, possibly forever. Virus-related health concerns have caused a large number of people to be concerned about shopping indoors at retail establishments and eating indoors — even when stores and restaurants aren’t operating under mandated restrictions.

So, one of the most important ways to show shoppers you care about them is to let them know what precautions you’re taking to ensure their safety. The steps you take now will help them remember you as a safe and worthwhile place to shop after the holidays (and after the pandemic passes). Here are several things you can do:

Follow CDC safety guidelines regarding store capacity and mask-wearing.
Be sure your employees are wearing their masks properly. If they don’t, one or more customers might complain on local social media sites like NextDoor and tell people to stay away from your store or restaurant. (Yes, people really do that. They’ll also post comments if your store or restaurant looks dirty, your employees were rude, and other things they don’t like.)
Reassure customers that you care about their safety by posting signage with the steps you are taking to keep them and your staff safe this year.
Take employees’ temperatures every day and remind them not to come into work if they’re sick or have been in contact recently with someone who’s been sick.
Post masking, capacity, and social distancing notices at the doors. If your store gets a lot of foot traffic, assign employees to keep track of the number of people entering and leaving to prevent going over capacity.
Have hand sanitizer, sanitizing wipes, and extra masks available at the door for customers who want them.
Offer online ordering if possible, with curbside pickup or delivery options for consumers and patrons who don’t want to come into your facility.
Consider hiring extra part-time employees to help with curbside delivery, door checks, and filling in for staff who call in sick.

First impressions are important

Aside from health-related issues, it’s crucial to make sure your business does everything it can to maximize shoppers’ first impressions in other ways, too.

Train employees to greet your customers with a smile and ask if they need help finding anything. If you have an online store or take orders on the phone, be sure the people who answer your phone are pleasant and polite with all callers. It’s always easier to get a shopper back to your store if they’re able to find exactly what they need quickly, particularly if you have friendly, helpful staff ready to assist them.

Work hard to ensure that your business is staffed appropriately at all times and has enough stock to ensure a good experience.

Train your employees to help keep the store looking as neat and clean as possible throughout the day. Hurried (and inconsiderate) shoppers can mess up counters and displays and move merchandise to places other shoppers would never look for it. Be sure merchandise is folded or hanging neatly, and that sizes and colors are where they should be.

Make it easy for new customers to navigate your store or your online storefront. In your physical location, make sure that all of your displays are well-organized and logically grouped together. If you have specific items that you know customers will be looking for during this time of year, make sure they stand out and are easily accessible. If you sell online, feature hot-selling items on the homepage, and have a navigation menu that makes it easy for customers to find what they’re looking for by category and, if possible, by price.

Don’t forget how important it is to follow through with new shoppers. If you tell a customer to expect a product to ship in a few days, do your best to get it to them early or at least on time; if it’s going to be later, make sure to contact them. Following through on your word can lead to repeat business and possibly even a good review. As important as a product may be, remember that your customers can probably find it, or something like it, anywhere. However, a good experience can stand out in their mind for a long time.