Customizing for the Customer ShopGirl’s dos and don’ts to keep your clients coming back

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I recently gave two talks – one in Bangor, the other in Caribou – each dealing with the topic of service. As in, customer service. You may have heard of the concept.

Or not.

Last week, when my friend Steve called me frantically, and angrily, from a department store, I was reminded of those talks. Steve wanted to buy an emerald necklace for his girlfriend’s birthday. He had plenty of money to spend and a pretty good idea of what he wanted.

Sounds like a slam-dunk from a retail perspective, right? Well, the clerk who blatantly ignored him didn’t think so. You see, Steve had spent the morning painting and didn’t change clothes before he went shopping.

So though Steve was the only customer within yards of the jewelry counter, it was like he wasn’t even there.

The store ultimately lost what could’ve been a large sale. At my advice, he went to Quality Jewelers in downtown Bangor, where he was greeted warmly, and treated with respect. He ultimately found what he wanted – on sale, no less. Must be karma.

After hearing Steve’s story, I decided to publish my list of shopping turnoffs and turn-ons. Every once in a while, I get a call or an e-mail from a shopper fuming about how rudely she was treated. It only takes one bad experience to ruin a potential customer’s perception of a store – and trust me, she’ll tell all her friends about it.

While I usually spend my time advising shoppers on how to get the best deal, I thought it was time to advise the powers that be on how to keep shoppers coming back.

Call it reader service.

Shopping Turnoffs

1. There’s nothing more annoying than trying to make a transaction when the clerks are gossiping about last night’s date or how mean their boss is. Well, actually, there is something more annoying: waiting for a cashier to get off her cell phone so you can pay.

2. Being ignored. When a shopper walks through the door, consider him a potential customer, smile and say hi.

3. Feeling like you’re a nuisance. Saying “we’re closed” when a customer comes to the door at or near closing time is poor business practice.

4. A shadow. Don’t follow shoppers through a store unless you’re trying to help them find something. If you’re that concerned about shoplifting, buy cameras or put the expensive, pocketable items near the register.

5. Inconvenient hours. Most people work from 9 a.m. to 5 p.m., which means they can only shop during their lunch break or after work. Open at 10 a.m. and stay until 6 p.m. if you must.

6. The same-old same-old. A steady turnover of new merchandise, and a creative eye, will ensure that customers will keep coming back.

7. Overly high prices. I don’t mind paying full price for something of value, but I don’t like feeling like I’m getting ripped off.

8. Judging a book by its cover. You can never, ever tell how much money someone has by the way she looks. And, if you ignore people with paint-spattered pants, like my friend Steve, you could lose a big sale – and a commission.

9. Sloppy displays, from mismarked merchandise to crowded aisles and poor lighting.

10. Underestimating the sophistication of your customer.

Shopping turn-ons

1. Showing the love. There’s a reason why Norm and Frasier were regulars at Cheers – everybody knew their names and they were always glad they came. Remember your customers and reward them for their loyalty.

2. Something different. Shoppers want to find something unique, especially at a small boutique. Keep your merchandise fresh and current.

3. Offering a great value for the money.

4. Free gift wrapping. You have no idea how much time, effort and stress this saves your customers – and they appreciate it.

5. Special ordering. One store I know offers 10 percent off special orders because the owner knows a customer could’ve bought it elsewhere. Consider it a reward for the customer’s inconvenience.

6. Shopping services. Keep a record of your customers’ sizes and preferences. If your store deals in housewares or home furnishings, keep a record of paint colors, furniture styles, light fixtures, etc., so you’ll be better able to meet each customer’s needs.

7. Something extra. Everyone loves a freebie. If you offer someone a cup of coffee he’ll automatically stay longer and feel comfortable in your store. Also, if you have any pens or promotional merchandise, hand them out liberally. It will pay off.

8. A welcoming entrance. No one wants to brave his life to get to your door. In the winter, clear your sidewalks. In the summer, sweep your entryway. And always provide an appealing, colorful window display.

9. A clear identity. This is more of a marketing issue, but if you’re trying to stand out, make sure your business is recognizable across the board. Your logo, your ads, the design of your shopping bags should all look the same. There’s a reason why everyone – or, at least, most women – can recognize the blue Tiffany box.

10. Expertise. You know your merchandise better than anyone else does. If you’re able to explain why a customer should choose the items you’re selling versus the competition’s offerings, you’ll get the sale.

ShopGirl would love to hear from you! Send questions, comments or suggestions by e-mail to: kandresen@bangordailynews.net, by U.S. mail to: Kristen Andresen, P.O. Box 1329, Bangor 04402-1329, or by fax to: 941-9476. Tune in to ShopGirl at 5 p.m. Fridays on WLBZ-2.