Jingling Your Customers’ Bells No Matter What The Size of Your Business

Hitting the stores this holiday season?

If you can get past the parking nightmares and the throngs of twitchy, overtired shoppers at the mall, this is one of the best times of the year to study the marketing tactics of your favorite big retailers.  You’ll be amazed at the lengths they’ll go to in order to draw in the crowds.

First, check out the shiny.  Many retailers use vivid light displays and bright colors to draw customers into the store.  But take a closer look at the lighting when you actually wander inside.  Carefully placed spotlights often direct you to high dollar items.  Discounted items areas are placed in darker, less inviting corners.

Next, check out the jangly.  Holiday music in stores is generally upbeat and easy to sing along with.  Store management wants you tapping your toes and losing yourself in thoughts of Christmases long, long ago. The more fun you’re having, the more time you’ll spend in the store.  This translates into higher sales.

Finally, throw your nose into it.  Retailers often pump scents into their stores to help conjure up emotions and memories.  This leads to feelings of comfort and an increased likelihood that you’ll make an impulse purchase or two.  What?  The smell of freshly-baked bread doesn’t make you think of a roaring fire and snuggly puppies on a snowy morning?

Seasoned retailers know that in order to get their fair share of your holiday dollars, they’ve got to pull out the stops to draw you in and keep you there.  

Does this mean, though, that smaller businesses with smaller budgets have no shot at getting some holiday cheer?

Nope.  Small businesses have a few very significant advantages over the megastores.  First, you know your customers.  You can greet them quickly and walk them personally through their shopping experiences. 

You can also offer up some heartwarming scents of your own. Bake a platter of sugar cookies.Set out a pitcher of hot apple cider seasoned with cinnamon and nutmeg.  Welcome your customers like they’re visitors in your home and share a cup with them.  Forge relationships with them and they’re more likely to reward you with shopping loyalty.

If you’re an online retailer without the benefit of a storefront to jazz up, add some holiday sparkle to your Web site with a seasonal header.  Offer folks free monogramming or giftwrapping.  Be Secret Santa friendly. Send personal holiday greetings and notes of thanks to your regular customers.

The bottom line is that holiday shoppers are out there with money to spend.  It doesn’t really matter if you’re a megastore with the bucks to hire singing elves or pipe in the smell of gingerbread cookies.  If you take the time to stand out to your target customers, chances are they’ll happily throw a little jingle your way.

{Photo by  *PaysImaginaire*}