Retailers are finding that special events held in their stores can increase sales. Events, such as offering free blood pressure screenings, do-it-yourself craft shows and book signings can bring in more customers and lift the store's energy level. One shopper who discovered a shop through its events, says, "The place is like a party! It's more fun and personal."
One local retail community sponsored a neighborhood walk. “It helped bring people in. There was so much publicity and so many people came out,” one of the retailers remarked.
When 200 customers crowded into Portland, Maine’s Longfellow Books for a book launch party for a local author, co-owner Chris Bowe was thrilled that 100 copies of that author’s books were sold. Chris comments, "That more than made up for all the free hot dogs I gave away."
Big Hairy Dog believes that developing a personal connection with your customers is good for business. Sending out personalized birthday cards, which include a 25 percent discount certificate might just create a customer for life. Many retailers are finding that rewards programs, such as Customer Loyalty, which give a percentage back to the customer after they spend a certain amount, is a great way to make the customer feel recognized and appreciated. It's the extra personal touch that brings your customers in and keeps them coming back.