Go Back to
www.IndependentRetailer.com MARKETING Selling Unique Gifts and Service
INDEPENDENT RETAILERS have found a profi table niche in the sale of unique gifts that express thoughtfulness and sentiment, but most importantly stand out from the cookie cutter gifts purchased from big box retailers. Main Street USA can often promise an unusual pres- ent, “that has a great story behind it,” says Alison Jatlow Levy, a retail strategist, noting, “Local stores can add to the treasure hunting aspect of gift shopping that the national chain stores often miss.” Being different and offering one of a kind merchan- dise is the top criteria in creating a successful retail market, especially during the holiday season that typi- cally makes up 20 to 30 percent of retailers’ annual sales, according to
the NRF. However, there is more to the
equation for success and survival. As USA Today explains, “While many small stores have a special cachet, they typically lack the re- sources of their larger competitors. Stores that don’t place big bulk or- ders miss out on hefty discounts. Smaller shops’ often tighter return policies and less convenient hours add to the challenge of competing with chains.” While unique and unusual merchandise might draw customers to your storefront, below are some tactics to help drive the sale home: Focus on personal service. Ac-
cording to the American Express Global Customer Service Barometer,
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a survey conducted in the U.S. and nine other countries, “70 percent of Americans surveyed are willing to spend an average of 13 percent more with companies they believe provide excellent customer service.” Confi rming this, a nationwide sur- vey conducted for the Consumer Reports July 2011 edition reveals that, “64 percent of respondents said that during the previous 12 months they had left a store because service was poor, and 67 percent had hung up on customer service without hav- ing had their problem addressed.” The survey also reports that, “65 percent felt ‘tremendously annoyed’ about rude salespeople.” In addi- tion, 56 percent were bothered by continued on page 98
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orotexinc@sbcglobal.net 96 February 2012 INDEPENDENTRETAILER
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