Who Is Shopping In Your Store?

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Collecting customer information is, or should be, a priority for every retailer; after all, they are the heart of your business. The more you know about the people who shop in your store, the better you can cater to their needs. If you don't already compile customer data - name, address, phone, purchase history and patterns, there are several methods for collecting the vitals.

The Direct Approach

Let them know you want to stay in touch! Place a guest book in a strategic location or print short questionnaires and put pads of forms by the cash registers, or within easy reach of sales associates. There are less direct methods, such as a bowl for business cards or gathering data from checks, but they're not likely to deliver the full list.  

Today's savvy shoppers know that retailers often go the distance for 'preferred' customers. If you don't already use a program to reward frequent shoppers, get creative. Your core customers are the people most likely to respond to promotions offering preview sales dates, special discounts, free shipping or other rewards for their patronage.

It helps to thank them for taking time to share their information by giving them a small discount on their next purchase or special offer. Use the opportunity to become more familiar with their opinions about product, atmosphere, customer service and other specifics that might be helpful. Don't forget to ask for an email address. Unlike SPAM, eBargains are welcomed from familiar retailers.

Got the Goods?

How many new and "unrecorded" patrons pass through your doors everyday? Once you have customer data gathered and entered, it's essential to keep up the good work. Regular list additions and updates boost the effectiveness of your promotions.

Keeping your database current is as important as tracking new customers. At least once every year your customer list should be sent to BlueGrass Mailing for comparison to the NCOA's (National Change of Address) records, and for what we call clean up - appending zip codes, etc. and the removal of duplicates, which can clog up your mailing list. Overkill doesn't pay; it's a waste of printing and postage dollars, and in some cases, merchandise dollars.

There's Gold in them Files

Once you have a program in place to identify your clientele, it's prospecting time. If you've done a thorough job, you will have enough demographic and geographic details to sketch your ideal customer. BlueGrass Mailing Services can use the information to pull together new lists: non-customers who, like Mr. & Mrs. John Q. Perfect, live in the same neighborhoods or share other demographic properties: gender, age, children, type of residence or household income to name a few.

It's A Two Way Street

Regular communications with your customers does more than make the cash register beep. A two-way street is the ideal platform for building relationships. It takes effort on your part but your customers will sense their business is appreciated and you'll reap the benefits of the loyalty you generate.