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How small businesses
can amp up their
holiday sales
websites like DealPop, LivingSocial, Woot and Gilt
Groupe are tapping into people's penchant for
saving — and their impulsiveness.
"If you feel like your going to get a deal, and it won't
be around for long, you may do it," Monberg said.
Don't overspend on marketing: The cost of
cultivating new customers is typically higher during t
he holidays.
Diana Ransom
Daily news business writer
Monday, December 13th 2010, 1:32 PM
Although many consumers remain hesitant to spend
in these still-rocky economic times, here are five
tips for small businesses to lure customers to fill
their shopping bags:
Join the conversation: If you're trying to get
shoppers in the door, networking on sites like
Facebook and Twitter can help engage with current
customers, who can then amp up their chatter about
your company.
"People will be more likely to check out [your
business] if a friend tells them to," said Jamie
Monberg, chief experience officer at Hornall
Anderson, a brand design firm in Seattle.
Offer selective discounts: Dishing out special deals
to valued customers might bring in more shoppers,
but establish time limits. Deal and sample sale
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"Since getting them in for a trial is an expensive
proposition, a bigger win for businesses is to try
and kick off more of a dating situation than a
relationship," he said. For instance, wine and dine
them with customer service and gift ideas that'll turn
their heads.
Put customers first: Not only will customer service
be key, customer experience is also vital, said
Richard Bates, chief creative officer at the Brand
Union, a branding firm in Manhattan.
"People are going to pick a store based on the line
length; how well or how quickly they can get in and
out," he said. "Think about how you can give them a
really positive experience."
If you can, offer perks like complimentary gift
wrapping or cookies and you'll be sure to please,
Bates said.
Stay in touch: When shoppers make purchases, be
sure to say thank you — at the point of purchase
and later via email or (gasp!) a paper card.
"Check in with giftees too, to make sure they like the
product," Monberg recommended. As a small shop,
you're trying to stand out from the big guys — not
be the big guys, he said.
dransom@nydailynews.com
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