When Jane Shopper walks in, do you think to yourself, “There she is, my next best customer!” In this challenging market, you should. Your leadership is the key to seizing each opportunity to create a loyal customer. Loyalty driven shopping environments generate long term, relational business.
Customer Perception: Your store must be clean, warm and well organized. Warmly lit stores with rich colors create a comfortable hominess. Comfortable people linger and buy more wine!
Rock Stars One and All: Never underestimate the power of knowing your customers by name and preference. Retail shoppers are starved for people who care about them more than the phone, the computer, the visiting salesman and most certainly more than the other employees.
Wine is So Confusing: Contrary to popular myth, shelves lined with wine are not friendly! Sub-divide by some logical grouping like grape type, organize the wines by price, create effective signage, break up the shelving, pair up wines with take home meals and do not offer selection overkill.
Create Confidence: The “easy” factor is accurate, easily accessed information. An educated, sales oriented wine professional is a nice touch, but might not be an option. What your customers are craving is “self-propelled” information that makes them look smart and feel confident.
Author: Ron Edwards is a Master Sommelier who partners with restaurants, hotels and retailers to create consumer focused beverage programs. Improve your business by contacting him at 231-675-1312 or www.ronedwardsms.com