Retail Marketing
Make Your Store a Stand Out in 2016
T
he list of places we visited, but were never acknowledged the
entire time we were there, is long. We call it the “KIZER &
BENDER Invisibility Tour” and we talk about it in every one of
our presentations. It’s a running joke, but it’s not funny.
Customers shop in strange paterns, and their choices tend not to be
dvided equally among retailers. If you
want them to choose your store over
the competition you need to create
a unique in-store experience. And if
that’s on your to-do list for 2016, you
need to start now:
BY RICH KIZER &
GEORGANNE BENDER
SAY HELLO.
Break the ice with greeting
techniques that make customers feel
at home. Focus on how to greet
customers without ever saying “May
I help you?,” a greeting that almost
always invites a “No-thanks-I’m-justlooking” response from the customer.
(It’s okay to ask that question only
when you sense the customer is in a
hurry.) Instead opt for questions that
are sure to get the customer talking.
After a little schmoozing, you can
move onto why the customer came to
the store.
ADOPT OUR 7-TILE RULE™:
Every customer should be acknowledged by every associate every time they
come within seven feet of a customer.
A simple smile or nod is often enough –
with proper ice-breaking training; your
associates will know when more conversation is needed.
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essentials | www.edmarket.org 27