BrainTrust Query: Creating Success During the Holiday Lull
Through a special arrangement, presented here for discussion is a summary of a current article from Retail Contrarian, the blog of the Dynamic Experiences Group.
Last Monday I was in a store and asked a few employees who were standing around how business was. Well, I really wanted to ask why they were standing around talking among themselves, but I restrained myself.
The employees said they had been pretty busy over the weekend, but now they were "just waiting to get busy again." I totally get it. The first full week of the holiday season is always a bit maddening. At times, it doesn’t even seem like it’s the holiday, and then — bam! — you get slammed for a while. Then it’s back to slow again.
You can approach the next couple of weeks in two different ways. You can wait for success or you can create it. Don’t miss the opportunities that are before you because you’re waiting for future opportunities to show up.
The slower periods offer an incredible opportunity to get to know your customers better and deliver an experience that is second to none. As matter of fact, these slower times should allow you to greatly increase your average sales and units per transaction.
When not with customers, I would be on the phone or on e-mail inviting customers to come into the store. Work off a short script that gives your customer three benefits to coming in soon:
- During the early part of the holiday it is more relaxing to shop in the store.
- You are able to spend more time helping them find the perfect gift and/or items for themselves.
- More products are in stock. You especially want to share this if you have a gift with purchase that is in limited supply.
Don’t wait for success to find you this holiday … create it!
Discussion Questions: How should retailers and store managers approach the slower shopping weeks after the Black Friday weekend rush? What other ways can stores engage customers in between the holiday traffic rushes?