Bring in the Business

You’ve been to the CHA Summer Show, or seen your Rep, and ordered a lot of new product for your store. Now you want to be sure to be doing things that will get your regular customers and  also some new customers in your store.

We’ve talked before about how some independent Scrapbook Retailers continue to do good business and some others don’t.

There are several factors involved. But the most important factor is what the successful independent retailers are doing   to attract customers to their stores.

The key is that they are doing things to make their stores more attractive to the customer and making the customer want to keep coming to their store for their scrapbooking needs. 

Here’s some ideas from a previous Business Tips article that I think can  help the independent store owner  operate a more successful business.

 So let’s get to some ideas

The first thing a succesful independent Scrapbook store owner I know did was create a newsletter. 

She emails the newsletter to her customer data base every month. And she always gets the email address or regular mail address from  new customers to add to her database.

She soon found her newsletter had quite a following.

I really think the newsletter is a great tool for you to keep in contact with your customers. I learned early on that your best advertising message is one that goes directly to your established customer base.  These are the people most likely to come to your store.
I'm sure most of you are already doing a newsletter. But if you're not I suggest you start now.

New Merchandise arrivals
Use your newsletter to let your customers know what new merchandise you've received and what you still have on order. You want your customers to anticipate what you have coming in. You may need to send out more newsletters during this period of time to keep your customers informed. You know that nothing gets customers excited like new merchandise.

Special events
Special events like a Scrapbook class put on by a Scrapbooking Professional really brings in the customers.
You need to have at least one special event every month. And be sure to promote it in your newsletter.Work with your Reps and Vendors to set these up.

Here’s another idea that I like.

Everyone has, hanging on their key ring , at least one ‘Frequent Shopper” card.  They must work since several top National Retailers use them. If Kroger and CVS Pharmacy can do it so can you. You can have a “Frequent Shopper” club of your own. I’ll bet many of you are already doing this.  

Something the Major Retailers do is offer “coupon specials” . You can put a coupon or two in your newsletter to be redeemed on a product at a reduced price. 

How about “Birthday  Boy or Girl” specials so anyone having a birthday can get a special or a gift on their Birthday.

 Have a drawing in your store every month . Customers like being able to win a  prize. Why not have a fishbowl in your store where customers can enter a monthly drawing for a nice prize. Also another way to add names to your database.  The prize should be nice but doesn’t need to be extravagant.

You’re all experts at putting on crops and events for customers. But don’t forget the beginning scrapbooker.  We all need to bring more newcomers into Scrapbooking as a hobby. The more beginning Scrapbookers you can develop, the better your business will be down the road. Have a “Beginners Night” crop and be sure to promote it heavily to get those potential customers to your event.

The above are good ideas from successful Scrapbook retailers.

I’m sure many of you have been doing some of these things already. If you haven’t start now.

That’s all for this time. But please send me your requests for future Business tips topics. Send to  sandman@mindspring.com

Sandy