MAKE A SPLASH WITH SOCIAL MEDIA

Maddie Goode, retail social media strategist for Crystal Media, a retail-focused social media ad management and digital marketing company, says social media is without a doubt one of the best tools you can use to market your business. It allows you to meet your customers and intercept their attention right where they’re already spending their time.

She recommends posting daily Facebook and Instagram Stories. “Stories appear at the top of the news feed when a user opens the Facebook or Instagram app, and they disappear after 24 hours,” she says. “Stories are the perfect way to ensure you’re showing up in front of your customers every single day — helping to keep your business top of mind. Consider using Stories to share behind-the-scenes content or information about sales or events.”

Marketing Schedule Tips

Cathy Donovan Wagner, founder and CEO of Retail Mavens says:

• At the start of your season, marketing content should highlight new arrivals, reveals, pre-orders, product launches and glimpses from trade shows.

• Mid-season is all about showcasing merchandise — one clothing item styled three ways, beautiful tablescape inspo, fun game demos, etc.

• At the end of the season, focus on clearance sales and targeting sale customers to successfully move out unsold inventory.

Interview pointers

In this tough job market Retail Doctor Bob Phibbs recommends asking job candidates for examples. You always want to be asking for times when they have done something, he advises.

Ask, “Can you give me a time when you had a problem with another employee and how you handled it?” Past behavior determines future behavior, he says.

“Stay away from hypotheticals. I don’t care about what the candidate might do. What I care about is them showing me a time they’ve done something. If you ask them what their greatest fault is, and they say, ‘Oh, I work too much,’ have them give you an example of how that played out in their last job. Always go back to what they exhibited before and not what they think,” he advises.

All In The Name

Tom Borg says if you and your team members are not regularly using the names of your customers, you are missing out on a technique that can help build a lasting relationship with them.

Retail consultant

“Some customers only come in once or twice and you never see them again. Others are regulars who come back again and again,” says Borg. “Regardless of which types of customers they are, it is to your advantage that you find out and use their names. It lets them feel like they are no longer a stranger in your store, but someone familiar.”

It helps to write them down and review them from time to time. “Watch how their faces light up with a smile the next time they come in and you greet them by name,” he concludes.