An update of a popular blog post from November 28, 2011

“I personally recommend this” are powerful words in the interaction between a salesperson and a customer. (OK, not as powerful as “free,” but we need to stay in business!)  Shoppers are eager for ideas about what to buy, and as specialty shop retailers we are in a unique position to make meaningful personal recommendations.  Reviews and ratings are tools that many of today’s shopper use to decide what to buy, and getting individualized suggestions from the staff or owner of a store is a unique and valued part of the buy local experience.

Bookstores often have “staff picks” signs on display next to favorite titles.  You could adapt this idea and post signs next to various items in your shop saying which employee likes them best, and why.  This not only helps your customers, but it also makes your staff members realize that their opinions are valued.

Facebook, Instagram and e-mail blasts are ideal venues for giving shoppers your suggestions, and this usually makes for interesting reading.  The key is to make the recommendation personal, including some highlights indicating why you love the product, or how you use it.  Be sure to let your staff know what items you are featuring.

I was first inspired to write about this topic when my son and daughter put together a weekly video for our shop to post online during the holiday season. One of the fun features in each segment was “What’s in your basket?” In a quick and entertaining manner, they took turns talking about a few of their favorite products. I enjoyed seeing our merchandise through their younger viewpoint.

We once did a store window of our favorite items, and my pick was a little square of very dark chocolate.  I got a kick out of customers coming in and asking for “my” chocolate. After all, isn’t sharing the things we love is one of the reasons we became shopkeepers?

Happy Retailing,

Carol “Orange” Schroeder