The holiday season is often called “the most wonderful time of the year.” This old maxim applies not only to gift-givers and receivers but also to the businesses that serve them. If you own a retail store, it’s important to prepare in advance for the holiday rush so that you can make the most of the increase in profits it can bring.
Hire extra help.
If your store has been around for a few years, review past seasons to get a sense of shopper behavior. If this time of year is much busier than other months, don’t try to do it without added assistance. Give yourself time to advertise for and hire associates, and then train them thoroughly.
Your instruction should focus on the products you sell: what they are, what pain points they address, what accessories or peripherals can be sold to augment them, etc. In addition, provide thorough teaching about the use of your point of sale terminal since payment processing for retail stores is an equally important component of your business. Devote time to security awareness while identifying red flags that could signal fraud or other criminal behaviors. Taking the time to these lessons now before the rush starts makes them more likely to be remembered later.
Make sales a top focus now.
It’s never too early to make selling your products a key focus for staff regardless of whether they are veterans or new hires. Set regular meetings, perhaps at the beginning of each shift, during which you highlight your most high-profile items and accessories. Brainstorm and review techniques that have proven successful in engaging customer interest and converting a browse into a purchase. Praise individuals who are excelling, address concerns, and incentivize future performance. Finally, do your best to make your store into a fun place to work.
Decorate for the season.
Well in advance, take stock of your holiday ornaments, including strings of lights and holiday-related displays and signage. Now is the time to revamp and renew things that are defective or tired-looking, including your website. Look at it with an objective eye, and change stodgy or outdated images and text to reflect the upcoming festive buying season.
Decorations should involve more than frills and bows. In addition, concentrate on including signage that invites buyers to explore and ask questions about your products. Bringing potential buyers in and building a relationship with them is one of the most effective ways to transform visitors into long-term brand ambassadors.
Make contingency plans.
If there is one thing you can count on during the holidays, it’s that you cannot anticipate every emergency. However, some events are quite likely to happen at some point and require that you have a game plan in place.
To that end, you should include specific events in your training and staff briefings. Determine what you will do in the event of inclement weather. Also, have a catchphrase or signal ready should someone suspect a shoplifter or other security breach. Carefully train your staff on how to process exchanges or returns, and coach them regarding conflict resolution. Most of all, be available to listen to questions and concerns.
Finally, don’t neglect your social media presence as this is one of the most compelling links between you and potential customers. Frequently post information about highlighted products, explaining why and for whom they would make ideal gifts. You might also consider putting compelling videos on your website and social media pages to draw customers in even more.
When you light up your store and website with compelling displays and fascinating products curated by well-trained and friendly staff, you will present an inviting holiday buying mecca that will attract old and new buyers. Take the time to lay the groundwork now, and you can spend the busy shopping season reaping the rewards!
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