The word “free” is one of the most effective terms in advertising, but of course it’s not practical to continuously give away products. Fortunately most shopkeepers have something else they can offer: expertise.  What opportunities do you have to turn a retail transaction into a personal experience by teaching your customer something?

These little lessons can be as simple as sharing the story of where your products come from. If you sell Fair Trade merchandise, you can make the connection with the craftspeople who made the goods.  If your merchandise is local, be sure that this information is part of what you share with customers. This can be done through signage, a chat at the cash register, or a QR code that leads to more information online. 

Checkout procedures in most big stores is limited to receiving payment, but for an independent retailer it can be an opportunity to make sure the customer knows how to use the product, what to pair it with, or some interesting detail about what they’re buying. One reason that people enjoy shopping at Trader Joe’s is that they try to appear more “indie” by encouraging staff to be chatty, and to make a connection by discussing a product in the shopper’s cart. 

People love helpful tips, and sharing these need not be limited to when the customer is checking out. Recommendations for a product you sell that will solve a problem (dry hands, boring evenings, overcooked eggs) can be used in your store’s email blasts and social media. Encourage your staff to share a tip about a product they’re showing to a customer, and to add a personal endorsement when applicable.

Demos and free classes take micro lessons to a new level, and they need not be expensive. Ask your sales reps if they are willing to come to your store to share something about their line, or invite one of your makers to demonstrate their craft. You could ask a community member to do a short talk in exchange for a store credit. Your staff is also a great resource for events such as a 10-minute skills tune-up, food sampling, or other drop-in events. 

The idea behind sharing these micro lessons is not to directly increase sales, but to establish you and your employees as trusted experts who love what you’re selling.  Making a personal connection with customers is a great way to make them feel that they’ve made the right choice in shopping with you.

Happy Retailing,
Carol “Orange” Schroeder