Posted Date: 22 December, 2009

CREATING CUSTOMER LOAYLTY IN RETAILING

The Retail business scenario in UAE especially in Dubai is changing and competition is the order of the day. Special circumstances call for special tactics to succeed and stay ahead of competition. Prudent retailers understand the rules of the time and develop tactics and tools accordingly. While everyone is pondering upon ways like pricing and cost cutting a distinct retailer should look into the revenue epic centre the CUSTOMER. According to the Pareto Principle, 80% of our sales come from 20% of our customers. This means to keep customers returning, we need to help them remain loyal to our stores. The most valid question remains How to create customer loyalty and keep them with us for a longer period. The following steps give a direction on how to create customer loyalty for retail stores.

Customer Delight The easiest, and possibly the most affordable, way to build customer loyalty is to satisfy the customer. Sometimes this is easier in theory than in practice. Customers come in all personalities and with different objectives. Some people are even impossible to please. An smart merchandise attractive environment, pleasant and assistive floor assistance could set the stage for a comfortable shopping experience to a customer. These basic pre requisites can keep many of shoppers comfortable and keep going. Today the arena is as these are prevalent in every market an ordinary shopper walks in. And this is the point that differentiates between an average retailer and smart futuristic retailer; a smart retailer will always do the needful to convert a shopper to a customer who does shopping in the store regularly. So next how does a retailer appease a large segment of the population? Begin by implementing the most basic customer service rule: treat the customer the way you want to be treated when shopping. In order to satisfy most customers and keep them happy, retailers can institute the following customer service practices in their store policy manual. Just be sure all employees are working towards satisfying the customer. And every one speaks the same language and keeps positive attitude towards every type of customers. • Greet every person as they enter the store • Let shoppers know you're available for help, if needed • Offer your expert advice • Provide services beyond the customer's expectations • Thank every shopper as they exit the store • Inquire if their shopping was comfortable and keep some brochures or leaflets about your products or services.

Acknowledge the Customer Do you remember any occasion that you were called by your name while doing the shopping, and how you did felt when called by your name, definitely you must liked and feels? The truth is customers love to be acknowledged. Not only do they want retailers to greet them when they enter the store, but they feel special if that retailer knows them by name. We can't expect the retailer to remember each and every shopper's name but there are several instances where we have the opportunity to put a name with a face.3 at least for the top 20% customers. • Introduce yourself to the customer. He/she may offer their name as a reply. • Customers provide their name when writing a check, paying by credit or filling out forms. Once you know the customer's name, use it every chance you get. Creating a dialog, and ultimately a relationship, with the customer can reinforce loyalty.

Reward the Customer From store cards that discount certain items, to free gifts with purchase, there are numerous ways to incorporate a customer reward program. Before you spend a lot of money in marketing, consider what type of reward you value most as a shopper. To some customers, a real reward may be a simple gesture of appreciation. Something small and inexpensive can read like a true "thank you for your business." When you choose the reward, you'll probably agree spending a few dollars on a loyal customer will get you hundreds of more in revenue. It may even bring you referrals. Customer Rewards can be seasonal, individual or mass rewarding programs

Follow Up with the Customer Like a good friend, loyal customers want to know that you care about their needs and interests. Here are a few ways to keep in touch: • Send personalized mailings • Invite them to special in-store events as a VIP shopper • Ask about their family or events in their life and greet them on special occasion Consumers appreciate knowing that someone is thinking about them. In return, a loyal customer will keep those cash registers working. Providing excellent customer service is a means to an end, but the intention should always come from the heart. In order to know more about improving your customer service experience and how to practice a rewarding customer relationship contact for a demonstration of Privilege Program Module, first of its kind designed and developed in the local market to address the specific requirements of the Middle East markets. For More information and Demonstration of the application Contact The Product Manager Gensys Technologies 04-3593245 050-9459732

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