Here’s a store that looks like it’s not only at the crossroads but at a dead-end. Goodbye Mrs Smith. (If it’s not I apologies, this was taken at 3pm 29th Sept 2010 and it was closed and looked like until further notice.)
What does the boutique fashion store need to do in order to survive in this tough climate? There are plenty out there that are struggling – some considerably more successful than others but clearly some have hit a wall.
Are they asking themselves who their target market are?
No really, if she was to walk in that door right now tell me who she is – and I don’t mean generally.
I mean:
1. How old is she?
2. Where does she live?
3. What car does she drive?
4. What paper does she read?
5. Does she have a family?
6. Is she on Facebook?
7. How many friends does she have?
8. Does she go to many parties or functions, if so which ones?
9. How many times a year does she go on holiday…
Ok so we’re starting to build up a picture – so as the retailer what does that mean to you? Yes you need to get to know your regular customers, you need to nurture that relationship, become a friend – and how are you going to do that? Customer events! And not just when you feel like it make them a regular feature of your business – get to know the birth dates, send a card with a discount voucher… hell there’s a million things you should be doing. Not least you should be buying for her – not for you – it’s not a bloody hobby, this is a real business, that takes real focus and commitment.
A great retailer is great at sales – I don’t mean the “Timeshare” or “Double Glazing” kind I mean the ones that are friends of the family that get invited to your daughters wedding. And with social media now being embraced it is a lot easier to keep in touch without too much commitment and very little expense; you have no excuse not to be keeping in touch with your favourite clients.