Company Doctor Prescribes Cure for Foot Traffic Ills
By George Anderson
So you want to open a store and you want to drive repeat traffic once those doors are swung open?
Well, syndicated columnist Scott Clark, aka The Company Doctor, has some advice in an article found on the Arizona Business Gazette web site.
According to Mr. Clark, there are six keys to ensuring continued traffic after your grand opening.
- Give shoppers a reason to give you more information.
Offer discounts or some other perk on repeat trips if shoppers will provide you with personal information. (Don’t forget to mention your privacy clause.)
- Promote, promote, promote.
Once customers are in the store, make sure you do step 1.
- Publicity works.
Find newsworthy aspects about your business and get coverage that doesn’t involve spending ad dollars. Remember that newspapers, radio stations, et al are businesses too. You’re
more likely to get coverage if you give (advertise) as well as receive (publicity).
- Make use of your database.
There is a reason you’ve been doing step 1. Glean insights from the information you’ve gathered. Stay in contact with your most important customers.
- Conduct workshops.
If you have specialized expertise, have your employees and/or suppliers conduct free workshops. Remember to promote these events in-store and through other consumer communications.
- Stay committed to customer service.
Moderator’s Comment: What advice do you have for new retail business owners who are looking to drive initial and repeat traffic to their stores?
George Anderson – Moderator
- The Company Doctor – Scott Clark’s HTC Group
- Maximize foot traffic for your new business – Arizona Business Gazette