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Why should I shop at your store?

Do you think the title is provocative? Good.

In that case, can you - in one sentence - answer the question why I should shop in your store and not in the one across the street? Most shop owners I've talked to can't give a straight answer to that question.

If you can, I congratulate you. Then you are one of those who have realized that old fuzzy phrases about” customer focus” and stuff is nothing but just fuzzy phrases that doesn't mean anything to your customers. Instead you should focus on clearly showing your customers why they should buy from you. You need to start thinking differently when it comes to your marketing if you want to get a clear head start.

Sunday's ad sheets are good enough for your customers to get a guide to the week's shopping, but what do you do to get your customers emotionally tied to you? What do you do to give such great service that they have no choice, but to shop in your store? Have you provided your customers with an easy way to talk about what they think of your store, for example? There is no guarantee that they will respond very often, but what's important is that you show them that you are receptive to what they have to say when they have something to say.

Do you know if they are missing something in the range of merchandise or do you expect them to tell you otherwise (they won't)? Do you have a list of what kind of merchandise you can get for your customers outside the standard range? Do you have a sign that says ”We are happy to give you change for the parking meter.”

In short: Do things that stand out and get people to realize that you care about them, not only when they hand over their money at the cash register.

If a person buys a particular brand of a certain product, make sure that he/she will receive information from you when the next product of the same brand appears on the market. Why, for example, didn't the shop where I bought my stereo last ask for my address so that they could contact me with offers of complementary products of the same brand? I don't understand this. Do you?

What I understand is that if you can make your store a good place in your customers' minds, you will also see profits rise.

P.S. A practical tip for all retailers. A lot of people move houses every year. Why not keep an eye on the population registers and see what kind of people are moving into your customer area, pack a bag with a selection of merchandise from your store, pay them a visit or call them and welcome them to the neighborhood. It's highly likely that it will be your store they will choose when they are going to make their purchases in the future. DS.

About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

230 000 prescribes to his free newsletter "The 5 minute marketer"
Every week some 230,000 prescribers gets his free newsletter about 5 minute marketing.

"The 5 minute marketer" - the book
You run a small business and you want to get ahead of the competition, but how can you give resources to marketing when you're short on time and the budget is tight? The solution is here! The 5-Minute Marketer is packed with 395 tried-and-tested ways to market your business in 5 minutes or less.