The sign on the public restrooms at Antigone Books in Tucson, Arizona says “You can’t order these on Amazon.com!”  A witty acknowledgment that independent retailers offer many valued services not available online.

Competing on price alone is a game that small shops are bound to lose. But customer service is where we can really shine, so it’s important to make sure that we offer as many services as possible.

What can you do beyond providing a clean, well-stocked bathroom for shoppers? You could install a wall-mounted drinking fountain (or an ewc, as they are officially known), and if that isn’t feasible you could try a free-standing water cooler. In cold weather you might offer hot coffee or tea in order to make customers feel welcome.

Your merchandise selection also provides opportunities for customer service.  Do you have a system for taking customer requests, and for putting special-ordered items on hold when they arrive?  Department stores used to all offer layaway as a service.  It may not be practical to allow time payments as in a traditional layaway, but it can be a help to customers to allow them to put items aside for a limited amount of time.

While looking for ways to compete with big box retailers for more wedding registry business, we came to the realization that our gift wrapping service is one thing that sets us apart.  We offer customers a choice of gift wrap, all with ribbon and bow — and without our store name on the outside of the package.  We’re also happy to put almost any item in a gift box at no extra charge.

The ease with which customers can make a purchase, and make a return if that purchase doesn’t work out, is an important part of the customer service experience. These transactions are not really an added service unless you figure out a way to make them special.  You could, for example, mention that 1% of the customer’s purchase will go towards the local food pantry, or throw in a little surprise gift and a thank you note with purchases over a certain amount. Providing a cheerful, knowledgeable staff to handle all customer interactions is a great (and increasingly rare) service.

Local delivery and UPS shipping save customers valuable time, and even if they are not offered for free they may well be something the customer is wiling to pay for.  If you show products on your web site, you could allow shoppers to make a purchase online and then come in to pick them up, already paid and ready to go — another time saver.

Perhaps there are services that haven’t been mentioned here that you can think of: repairs, recycling of older products, private events, or appraisals.  We sell tickets for arts groups and non-profits, which brings lots of people into our store even if they are not planning on shopping.  And we are always on the lookout for new services that might help us compete in today’s challenging marketplace.

Happy Retailing,

Carol “Orange” Schroeder