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Driving Traffic to Create More Sales September 27, 2007

Posted by David Dirks in Building Foot Traffic, Retailer Store Strategies, Sales Tactics.

I recently received a letter in the mail from our local Fashion Bug store. It was a simple, no-nonsense flyer that spelled it out: Friends and Family Private Sale. In other words, you’re invited to a special after-hours event and can save money.

They did what I’ve said in the blog many times before: if you want to create traffic, you’ve got to create ‘special events’ that are dynamic and, to some point, exclusive.

A simple, cleanly-designed invitation via first class mail. Surely they asked my wife to fill out a card with our address on it for special events just like this. They took the time to get our information and then they executed on it and create a special event. It didn’t cost much to print or mail.

The sale offered generous discounts off of both regular priced and clearance items. And you had to bring the invitation in with you in order to get the discount. That makes it even more exclusive and special.

I’m not sure how successful the event was but that isn’t my point. It’s the fact that they captured customer data and then thought enough to actually use it to help drive traffic and potentially increase revenues and to whatever degree, profits.

When was the last time you received an invitation to any retailer, vendor, or service provider you know? Probably not that often, if at all.

I give these folks an “A” for both effort and execution. What are you doing to increase your foot traffic or get your customers excited about your services?



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