franchising aspects Oct, 07 2009

Perk up the footfall

Every passer by can be a potential customer for your store. But if lately you are witnessing a fall in footfall in your store then it is time for you to put on your thinking caps and define a new strategy to bring back customers to your store. We will mak

By Neha Malhotra
Sub Editor, Franchise India Holdings Limited, Web Division
Perk up the footfall

With the advent of the slowdown a lot of stores witnessed a low on the client walk in front. People were deterring from a lot of shopping, but now with the situation taking a turn towards the good, you can do a lot at your end to bring in back the customers to shop with you. Here is what you can do.

Market analysis

A thorough market analysis is the first step that you need to initiate to devise your plan of action. Analysing what the market condition is, what customers want, your target customers, latest trends and who your competitors are and what they are offering. An in depth analysis will help paint a better picture for you, making it easier for you to go ahead.

Attractive store display

What appeals to the eye appeals to the heart! Create a display that it becomes hard for people to resist entering your store. Attractive window displays, bright and nice signages should be created to catch customer’s fantasy. Once he enters the store, half of your work is done. The in store décor should also be warm and welcoming as well as fun so that he can enjoy his shopping spree.

Create an experience

Now days, it is all about creating an experience. It is a very simple strategy, if you make your customers happy they will keep you in business. So when a customer comes to your store, you need to give them the best of service- greeting when they enter the store, considerate handling, trained staff servicing with a smile and so on. If a customer feels comfortable and content with the experience offered to him, the next time if he has to go shopping, you will be his definitive choice.

Differentiate yourself

In today’s time, the mind of a customer desires what is different as it helps them to stand apart. So if you wish to increase traffic to your store, you need to create a class apart image as well. You can do so by offering the product and services as per customer’s perspective.

Marketing activities

Marketing initiatives play an effective role in informing people about your store. Carrying out effective marketing campaigns can lead to footfall conversion. Inventiveness through E-mail, mail, fliers, lucky draws, surprise gifts and tempting offers etc will somewhere provoke a customer to visit your store. Excess marketing can put off your customer, so you need to judge how much marketing activity needs to be carried out.

Build loyal customers

It is usually said that 20 per cent of your loyal customers bring in 80 per cent of the business for your store. With such high numbers, it is imperative that you build up on these customers. Just a little care will keep them coming back to you. Update them regularly with the information on new stock, offers, develop reward programs for them and so on. Just letting them know that hey are important for you will do the trick.

So what are you waiting for? Get going… the sooner you put these applications in place the sooner you will be able to see the results. Also make sure you do it before your competitor does, giving you the first mover advantage.

Related: The On Paper Franchising Checklist

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