Over the years my love of shopping has taken on an evolution that might look relatable to some. Nowadays, as a consumer I prefer online and high-street shopping. I have moderate spending power, love good customer service and interactions that build repour and also enjoy shopping in my local community.
Having now worked with many businesses that I have seen both fail and succeed, there is one tool that is invaluable. It’s not Instagram and it’s not great campaigns. It is hand-on-heart amazing service, which stems from both product knowledge and the ability to connect with people.
The shopping experience that gets me to part with my money, even if I had not planned too, is one of positive interaction, authentic communication and belief in what I am looking at and being sold. So, as the business owner, know your stuff!
If your product has a story, tell it and if you don’t know it, learn it. If your product is amazing, tell me why and tell me who else has loved it. If your product is unique, tell me what makes it so special. These product stories and knowledge is very powerful.
I went to a store last week that I have driven past many times, admiring the windows and have also followed the store on Instagram. An hour later, I had learnt that the owner makes her own candles, there in-store, that she is an artist, and that she was born and raised in the retail industry. She knew every detail about her business and did not try to sell me anything, but nevertheless I did make a purchase as a result of my wonderful shopping experience.
It is imperative to regularly share knowledge with your staff, so they can share in the passion that you have. Here are my 3 game-changing tips:
1 – Invite Suppliers to engage in product nights – Ask your clients for feedback on your products. The more people that know the product, can sell the product.
2 – Make sure to distribute samples to staff – Encourage them to try your products as a consumer. Provide a fun environment to learn for staff to learn more about the products they will be selling.
3 – Take key staff with you to trade fairs and other buying trips – There is an opportunity here to build relationships. This will also allow your staff an opportunity to further learn about each product and will also give them the opportunity to influence what sort of product your store will sell.
This sharing of knowledge leads to customers feeling a sense of belonging, which will bring lucrative results to your business!
By Gemma Ostroburski – Retail Experience Specialist, TalkShop.
TalkShop offer bespoke retail consulting to small businesses and independent retailers. Learn more about how you can create positive in-store experiences for your customers from Co-founder of TalkShop Sarah Quinn at her Masterclass Series at Sydney Gift Fair. You can register for this free session here.
Sydney Gift Fair 2020
Where: Sydney Showgrounds, Sydney Olympic Park
When: Friday 21st February – Monday 24th February 2020
Hours: 9am – 6pm (Friday – Sunday) & 9am – 5pm (Monday)