Shop Nac First

By Margie Johnson
Make the holidays extra special for your clients this season. Create and manage the momentum in your store through a combination of special events, visual enhancements, community ties, special services, and an enthusiastic staff! Create a “buzz” to assure your clients that shopping at your business will be fun and hassle-free.
Here are some stellar holiday-season starters that are low-cost and easy to implement:
• Start with a kick-off-the-holiday party for the staff. Use this as an opportunity to communicate the marketing strategies, ads, public relations, etc., to which your business is committed.
• Play up the value of shopping at your store, i.e., create some “economic stimulus sale items” or create groups of price-point items by clustering them by price tiers, i.e., $5, $10, $15, $20, etc.
• Have a selection of “grab-and-go” pre-wrapped items to assist time-starved customers.
• Make the store appeal to all the senses through smell, sight, sound, touch, and taste. Think of how you can elaborate on each sense.
• Entertain children waiting in the Santa line by using videos, arts/crafts projects, etc.
• Advertise early shopper programs. Next year, get started with early shopper programs even before Thanksgiving.
• Hire runners and/or doormen to help people get their packages to their cars.
• Give children a chance to develop a relationship with Santa. Set up a phone line so children can call Santa. Have senior citizens staff the phones.
• Find space for a coat/package check – “Sack Sitters.”
• Use a photo of Santa with a different child every day in your ads.
• Write a thank-you note to Santa’s visitors. Include a store coupon for a return visit.
• Match up a senior citizens group with needy children and have a Christmas party.
• Offer delivery to nearby offices. Put the runners in big shirts or sweatshirts with a large store logo, carrying oversized bags that also feature your store’s logo.
• Set up a temporary cart or table offering package wrapping and shipping.
• Create an event to communicate via Facebook.
• Silent Night Silent Auction – everyone loves an auction – secure vendor donations, make it cause-related.
• Make a “joyful noise” – carefully select small musical groups to perform in your store, donate to arts/musical council, etc.
• Invite customers to create an ornament to bring in to place on the charity tree. The store can choose two or three charities to support through a $2-$3 donation for each ornament received. Cap the number of ornaments at 50 or 75.
Select a combination of promotions and ideas that will give your business a competitive edge this holiday season. MAKE BUSINESS HAPPEN – don’t wait for it to happen!