A package of products from a new vendor just arrived that contained an impressive marketing flyer.  “Hi, Orange Tree Imports!” it stated at the top. “We picked this item just for you.” What followed was a photo labeled “Your Next Best Seller” as well as a QR code that leads to further recommendations.  A personalized greeting would have been remarkable enough, but this little flyer even had a photo of our shop at the top. Kudos to the e-commerce and brand-management company Picobarn for this.

Picobarn describes itself as doing product design and responsible sourcing, along with shipping and fulfillment from Cleveland, Ohio. They currently list four gift vendors as clients, including the one that we purchased from called Sparkle Being. This home goods and baby product company has an online retail store, and sells wholesale through Faire.

I’m not sure I would have paid much attention to a flyer showing just another item in their line, but the personalization caught my eye. The company had clearly gone to some effort to look into the style of my store, and to consider which of their products would work best for us. (Come to think of it, that’s is a great description of one of the services a good sales rep provides.)

The customers coming into your shop will also appreciate anything you can do to make their experience more personal. Encourage your staff to learn shoppers names, and to greet them with more than a generic hello. This human connection is so important in today’s digital age.

Our shop takes special orders and requests for merchandise that isn’t in stock, and we strive to follow up on these in a timely manner. No one would expect that level of service from a big box store or online retailer.  You can also keep a file of customers interested in a certain line of merchandise, and reach out when there are new arrivals.

The platform that you use for email marketing probably offers the option to segment your lists, which allows you to send targeted emails to certain groups of customers.  Your POS system may also provide useful data for tailoring your messaging to exactly the right shoppers.

Personalized focus leads to greater engagement, and to ongoing connections with greater customer loyalty. These tools are available to all independent retailers, and we should be using them to our advantage.

Happy retailing, 

Carol “Orange” Schroeder