Relationship Marketing: Skate Boarding Shop November 30, 2007Posted by David Dirks in Building Foot Traffic, Public Relations Strategies, Retailer Store Strategies, Sales Tactics.
Tags: contact management, managing a business, retail store, skate board shop
Good grief. I was at my local ski shop the other day, picking up our ski rentals for the season. Right next to the ski shop is a skate boarding shop. While waiting for a few things, I decided to walk over and take a look around the skate shop. I encountered the owner and we chatted a bit. I asked him how business was going and things like that.
Of course, it didn’t take too long for me to ask: do you collect any information on your customers when they come in to shop and buy products? Simple things like, name, address…and email? Let’s see, skateboard shop with twentysomethings and tweens who frequent the shop are into email and instant messaging, text messaging…it’s their way of life.
His answer: No, we do not collect information. And he said it as if, well, we hadn’t thought about that. Me: how about if you host a special event here at the shop…wouldn’t it be easy to email your customers about the event? How else would they find out about it? What if you started a free electronic newsletter and offered that to all who are willing to share their email address? Wouldn’t that be a great way to maintain contact and build a relationship? What if you had a special sale…just for those on your email list?
I could have went on and on with ideas to promote his business but I stopped. It was clear he wasn’t getting it. I did offer that you didn’t need to have some fancy PC database management software to collect customer data…how about a simple 3×5 card that has the name, address, phone, email of your customer? Just simply ask them at the point of sale. Most of the time they’ll say ‘yes’, of course. Especially if you tell them that they will receive a free newsletter on skateboard, ‘invitation-only’ events, special sales, etc.
I look a the expression on his face. He’s not buying it. I’m apparently not selling it well, either.
We grabbed our ski rentals and headed out the door. Of course, I’m thinking: here’s a guy with a store, hidden off the main street, that needs every bit of promotion and customer relationship building he can get…and he doesn’t see the need to start building a relationship by maintaining contact with people who might drop into his store. Small thinking. Too bad.