Retail Operations Tip
Tip #384 - An Upward Spiral
Dear Tip of the Weeker,
Expand your holiday store hours to match those of your local mall or big box
stores. As my farmer grandfather, Steve Nibbelink, used to say, "When the
sun is shining, make hay."
And since the sun is shining during the holidays, expanding your hours is a
surefire way to make the most from this holiday season.
Here are four ways to make sure you get the most out of those extra hours -
1. Hammer home your "Open later to serve you" or "If the mall is open,
we’re open" message. Get the word out in every e-mail communication,
with in-store & exterior signage, on bag stuffers, and through your
staff to talking to customers about it. Train your staff to mention to
every person who comes in the door.
2. Make sure your staff is thoroughly trained in selling skills and product
knowledge - you don’t want to miss a single opportunity.
3. Have a to-do list so that your people stay productive, even when your
store is not busy.
4. Keep marketing! Marketing is what drives traffic and supports longer hours.
Sure, some nights and some Sundays are going to be slower. However, a
commitment to more customer-friendly hours will pay off in the end with
stronger loyalty, higher sales, and more profit.
And besides, you NEVER want to send your customer to a competitor because
they are open, and you’re not.
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