Winning Your Customer's Purchase

Running a retail store can be tough when consumers are constantly bombarded with reports of high gas prices and the possibility of a recession. Thrifty customers doesn't have to mean poor sales, however. They still have wants and needs, and you have things they want and need in your store. They just a little extra convincing that what you offer is worth their hard-earned money. Here are five tips for making your wares as appealing as possible to your customers:

1. Always be aware of the season. The time of year is in the customers' minds even when they aren't thinking about it, so display your offerings in the context of the season, no matter what they are. Use spring colors when the season rolls around and people are tired of winter gray, and make sure your displays have a sunny, outside feel during the summertime.

2. Use light to your advantage. Not many people are put in a good mood by dark, dreary surroundings. A visitor's shopping experience (and how much they buy) totally depends on their mood, so give them an invigorating, well-lit place to shop. Use light colored rugs and white ceilings to give the whole store a clear, illuminated look, and try placing mirrors and glass decorations to liven up any potential dark spots.

3. Be a good host. Your visitors are basically your guests, so why do so many retail stores feel like they have no human side at all? Customers appreciate when a store has more to offer than just things they can buy- a friendly face and meaningful interaction goes a long way. Small amenities are valuable too, like a well-kept restroom or a fresh cup of coffee on a cold day in January.

4. Take advantage of branding. Customers like to know they're getting value back for what they pay, so make them aware of what brand they're looking at, especially if it is one with a strong identity. Work with your suppliers to obtain brand merchandising items and display them in a place where customers can see them. Do this on a regular basis as posters, accessories, and other displays with seasonal themes change frequently. Remember, your suppliers want you to sell a lot too!