November 27-December 11, 2017: Volume 32, Issue 13
By Lisbeth Calandrino
November and December are often the slowest months for flooring dealers. If you’re a salesperson, they can also be the most depressing. While everyone else is partying and rushing around, you’re waiting for customers to come in and buy flooring.
Here’s a list of things you can do to draw customers and bring cheer to your store.
Have “dress up” days. Put on your “Sunday best” and throw a party. There’s no limit to what you can serve, but how about hot chocolate, apple cider or blood orange Italian soda? Play holiday music and enjoy the day. Have your staff make their favorite holiday cookies and invite your customers. Post an event on Facebook and invite all your friends.
Create your own events. If there isn’t anything going on in your area, start something. Your store can be the center of the fun. Not sure what to do? Ask yourself, “What would I need to come downtown?”
Decorate your store so it becomes the focal point of the block. Look up all of the holidays and decorate for all of them. If it were my store, I would have vendors outside selling green wreaths, Christmas trees, holly balls and holiday scents such as cinnamon and cloves.
Give out an extra gift with every installation or large flooring purchase. In November, we gave out turkeys or gift certificates to the supermarket. Whatever you give out should be wrapped in holiday paper.
You can get free perfume gifts from Macy’s, coffees, mugs from Big Lots. How about having a makeup artist from MAC or Sephora come in and do free makeovers through the holidays? How about free manicures? It’s likely you will get plenty of customers to sign up.
Take photos for your social media promos. Use Twitter and Instagram and blog about your holiday fun. This is the time for an email newsletter filled with cheer and specials for or after the holidays. Fill it with photos from events through the year.
Hire masseuses to give free massages in your store if customers buy something. Market these ideas on your social media platforms. It works in the airports; I’m sure it will work in your store.
Hold a New Year’s Day party. This is a perfect day to serve lunch, bring in a piano and have someone play holiday music.
Buddy up with other retailers. How about doing the 12 days of Christmas and give away gifts every day? Bring in a florist, have festive wrapping paper and holiday cards. Offer to wrap presents.
Go high end with your store decorations. Customers should see a shop that looks elegant and up to date, even if they don’t buy. If you want to sell better merchandise, the holiday season is a good time to show your customers what they can look forward to for the new year.
Start showcasing products for the new year. How about highlighting some of your best sellers for the holiday season? Bring in drapes, paint samples and quilts. This is the year of fleece, so why not have your store decorated accordingly? You can give them away with a sale or as gifts. Fluffy robes and slippers are inexpensive and fun to give away.
Don’t forget our pet friends. You can give away toys, bowls, catnip, cat and dog coats and treats. Have a contest for the best-dressed pet.
Whatever you do, enjoy the holidays and plan for a profitable new year.
Lisbeth Calandrino has been promoting retail strategies for the last 20 years. To have her speak at your business or to schedule a consultation, contact her at lcalandrino@nycap.rr.com.
