Foreword Online

Ideas, information and industry news for collegiate retailers

Tips to Attract Repeat Customers

Posted by Joe Clarkin on 9/18/14 11:00 PM
Topics: college store customer service, customer loyalty

You probably have local or online competition with at least some of the products your store carries. Whether it's school supplies or branded merchandise, you want your store to be the place for students to get what they need. How do you make sure that that happens- and more importantly, that it continues to happen? Take a look at these strategies from a post by Nicole Leinbach-Reyhle, originally featured on Forbes.

There’s a misconception in retail that you need to gain new customers all the time when in reality, repeat customers are what any business should aim for. Of course, gaining new customers along the way should remain on any business owner’s to-do-list – but if you treat all customers in way that makes them want to return, merchants are more likely to gain long-term success.

Below are three strategies to help retailers and other small-business owners alike in combating “one and only” sales and instead gaining repeat, loyal customers.

Employee engagement

Many businesses overlook the value of their employees and the impact they have on their customers. Particularly in retail, restaurant and service oriented businesses, employee and customer engagement is a key piece to the customer loyalty puzzle. The reason for this is actually very simple. People like to go to places that they enjoy, and they like to go places even more when they respect and enjoy the people who work there. This includes the employees – not just the owner or manager – whom they engage with.

Making employees a priority through customer service trainings, expectations and overall store standards can help create a destination that customers will enjoy not only for the product or services offered, but for the employees, as well. Setting standards within your own hiring and training habits can strengthen this, while delivering quarterly, bi-annual or at the very least, annual reviews can help, also.

Customer value

Keeping employees top of mind isn’t the only piece to the customer loyalty puzzle. Customers are a key ingredient here, and they want to believe you recognize this, as well. Delivering experiences that make your customers feel valued and appreciated is a great way to gain repeat, loyal customers. Among the ways you can do this is as simple as expressing gratitude – communicating a sincere “thank you” goes a long way – but even more so, offering incentives for referrals and repeat business is both recognized and valued by customers. Their response to your actions not only increases your sales, but strengthens your brand reputation.

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