If you haven’t upped your game when it comes to customer service, you may face a real challenge trying to compete with online shopping options.  You need to give shoppers an in-store experience that surpasses sitting in front of a computer screen wearing p.j.s and having products magically appear on their doorstep the next day.

Here are ten ways you can make sure customers enjoy shopping at your store:

1. Have enough sales staff.  It’s better to err on the side of overstaffing (within reason) instead of having customers searching all over for someone to help them with their purchase.  Long lines to check out are also a turnoff.
2. Change is good.  Since most ATMs hand out $20 bills, you’re going to need to have smaller bills on hand for those customers who still pay in cash.  Keep a supply of singles and fives hidden somewhere in the store so that you can “buy” change for the till.
3. You can’t go wrong with chocolate. When a customer has to come back into the store because something got left out of his or her bag, or returns an item that was defective, nothing says “We’re sorry” better than a bar of chocolate. Preferably dark (if it’s for me).
4. It’s a wrap. In-store gift wrapping is a service that many customers appreciate. Offer several options for different tastes and occasions, and charge as little as you can for this perk.
5. Make it easy to shop. Are your products clearly marked with prices? Can customers reach everything? Shopping baskets placed in several locations in the store make it possible for customers to buy more.
6. Treats are good. Food sampling, or refreshments, are small pleasures that make customers more inclined to linger in the store, and to buy something. An occasional after-hours event with wine or other drinks will also make shoppers happy.
7. Stock your shelves.  No matter how nice you are to customers, it comes down to having the products they want.
8. Be open.  This one has two meanings, of course — you need to be open the hours that your customers find most convenient. But you also need to be open to change. If you notice that a type of merchandise is no longer moving, see if there is another category that might sell better.
9. Work with sales reps.  Who are you going to ask about a new category? Your sales reps, who visit other stores in your part of the country every day. They can also keep you up to date on the latest merchandise and specials in the lines you carry. Make sure you place orders through your sales reps to assure that they get credit. Otherwise the rep system may disappear.
10. Smile.  It’s amazing how well everyone responds to a smile, especially customers.  And I can guarantee you that there isn’t a single online shopping site that has mastered that skill.

Happy Retailing,

Carol “Orange” Schroeder