Vend’s 2016 Holiday Retail Boot Camp Day 7: Look Past Your Regular Customer

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Keep in mind that a large percentage of your visitors over the holidays are often not your ideal clientele. They’re the friends, families, and loved ones of your regular customers — and if you’re not making it easy for them to shop in your store, you’re losing easy sales.

One way to make things easier? Gift guides.

PGA TOUR Superstore is a great example of a retailer that creates relatable gift guides. They recognize that the people buying from them during gift-giving seasons aren’t necessarily golfers, so they’ve made it simple for these individuals to use their guides. According to Chief Marketing Officer Matt Corey, doing this has resulted in a lot of positive feedback from shoppers.

“Non-golfers really love that we make it easy for them to buy a variety of key items, and golfers can find unique specials and items that they may not have found before just because we make those items come alive in our stores and online. It’s about making it fun and easy for people to find the perfect golf gifts.”

One way to do this is to avoid using jargon or industry-specific terms in your gift guides, as you might end up confusing those outside your market. This tip is particularly helpful if you own a specialty retail store that’s frequented by hobbyists or aficionados.

You can also tailor your displays to these shoppers with clear signage, bundling, or sales incentives. And if all else fails, make sure your staff are ready to remind these visitors that gift cards can be a great option for those who may be a little trickier to buy for.

See: Day 8.

About Nikki Michaels

Nikki is Vend's content and copy wizard. American-born and Auckland-based, she's into reading (a lot), writing (obviously), and travelling (always).

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