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Ideas for a higher end brick and mortar retail shop?

by FormerWageSlave
16 replies
I'm creating a proposal for a possible new client. She runs a retail shop that sells home decor and women's gift items and her clients are 50+ years of age with lots of money to spend.

I usually turn down retail store clients, but I have found a lot of opportunities in her situation and I believe I can actually provide some value, despite not having much experience in helping retail clients.

She's ready for a new website, so I'm proposing that, Google Places optimization, directory listings, email marketing, direct mail postcard campaigns and maybe even a video piece.

She has tried coupons and discounts, but her clientele don't really seem to care about that. They come in and shop anyway, frequently, and just spend their husband's money, not caring about discounts.

Her clients are older so I'm not sure that SMS marketing or even social media is going to be too effective, but I will be getting her set up on social media and test it out.

Any other things I could be thinking about?

Since her customers don't seem to care about discounts, I was going to look into creating value for them in areas of exceptional service. Maybe handwritten cards sent out to some of her best customers letting them know about great new products available that they specifically would love.

Any retail experts out there? Especially with ideas for higher end clientele?

Thanks!
#brick #end #higher #ideas #mortar #retail #shop
  • Profile picture of the author gordongecko
    I had a Business Consultancy for middle sized companies (sold the company). We had a couple of businesses that catered to the "high income" folks. One aspect that should be obvious in all of your efforts is this:

    > PERSONALIZATION!

    These kind of customer LOVES to have "special treatments" or to be the "preferred customer" - so things like: Receiving a special invitation at their birthday, or design a "luxury customer card" (have it printed on high quality material - plastic even better) and have the shop hand them out to "Preferred customers" (like being members of a "Club") - the card should have the telephone number, website etc. of the Retail Shop.

    She could organize "Special Events" (invite a Home decor specialist for a Presentation - and by the way: strike a deal with the decor lady) and invite only a select few of the customers.

    Stuff like this. They LOVE to be pampered ;-) Hope this helps.
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  • Profile picture of the author GforceSage
    To build off of Geckos post, I would consider having "A something of the month activity." For example, by having a designer or product line of the month, you recommend a social hour where the featured line or person is featured. Once customers are there having some free wine, cider , and cheese, they see there is a special offer just for the attendees. Could be sharing info, a presentation, reintroducing a new product line... Another idea is a " Goodie Bag" that has a variety of things AND offers inside of it. Not so much of a coupon this way, but an invitation. Gals see all the Goodie Bags being given away on the award shows and love them. You would charge for the Goodie bag of course, so the perceived value must be high. You would even include things that are not ususually sold in the store, like gourmet chocolates, or a nice lotion...so the attendees know that this really is something exclusive just for them. You can also have a FREE goodie bag with a few nice things in it. You can even have them only access the "Goodie Bag" online with a secret "for you only code." This way you do not have to front the money for the Goodie Bags. When they go online to pay for the Bag, they get a free bag thrown in. You have them check the website periodicaly to look for their code telling them when their Goodie Bag is ready for pick-up. By doing this, you are making them come into the store twice. When the gals visit the website to see if their bag is ready (Stretch it out 2 weeks) they will see featured items that are always changing on the website. When they arrive, they not only get their Goodie Bag, but a free bag, and they are now back in the store to browse(shop) again!
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  • Profile picture of the author vndnbrgj
    I would also record the presentations and send out the presentation to the Elite customers.
    You can get them on Kunaki and have them handle everything.
    This way everyone that couldn't make the presentation, but was on the list, still gets the info.
    If you have a jv with the presenter, like you should, this shouldn't be a problem and should be encouraged.
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    - Neale Donald Wilson -
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  • Profile picture of the author FormerWageSlave
    THis is some great advice, thank you. Personalization would be perfect here, I'll be doing some more research on that. And having a product of the month would be great for tying in social media and email marketing.

    Thanks!
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    grrr...

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  • Profile picture of the author shane_k
    For the email marketing option what I would suggest is to not call it an email list, or a newsletter.

    Call it her "Exclusive VIP list"

    And that is the way she should promote it to her clientele, as exclusive.

    She can even set it up so her clientele can't just sign up for it, they have to be "invited" to join that VIP list. Oh, and there is a waiting period to get on the list.

    Then once she has started creating the list she can do JV's with other High retail stores, doing cross promotions, or inviting customers from other High Retail stores to participate in or be a part of what GForceSage said about the "something of the month" thing. (Which is actually a really good idea by the way)

    Imagine if you do this with 5 or more high-end retail stores, creating "Exclusive VIP lists" and what do you think that would be worth having tons of contact information for 50+ women who love to spend their husbands money.

    For other markets like this you should read Dan kennedy's No BS Guide to Marketing to the Affluent.

    This book gives you a really good idea of understanding the mindset of affluent customers and after reading this, I am starting to transition my Offline Consulting from small mom and pop businesses like everyone else recommends here, to those higher end clientele.
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    • Profile picture of the author midasman09
      Banned
      My wife opened an Antique Shoppe in Aspen, CO (Can't get anymore affluent than that)

      I printed up some "BROWSER BUCKS" (worth $10 Off ANYTHING in the Shoppe. These were handed to each person entering the Shoppe and... you'd think these would NOT motivate rich folks.

      Well...guess what? Goldie Hawn took the Coupon and jumped up and down (she's zany anyway) and declared, "ANYTHING??? WOWEE!" and 30 min later brought an expensive ($500 Vaseline Dish) to my wife and asked, "Can I apply this Coupon towards this?"

      Jack Nicholson also...used the Browser Buck for a discount off an item. So did, Jill St.John and Robert Wagner and Buddy Hackett (who had us in stitches) and other celebs and some of the richest people in the Country.

      I also made up "BEE-BACK CARDS"...worth "$20 Off Any Purchase" which they could use themselves or give to friends.

      I also contacted Interior Decorators who we gave 10% Discounts to.

      So...sure, SOME "rich" folks won't be motivated by "Discount Coupons" however...you'd be surprised to see how many are!

      Don Alm....marketing guy
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  • Profile picture of the author bob ross
    Postcard Marketing can definitely work wonders for her. VDP (Variable Data Printing) can be used to highly personalize the postcards.

    Instead of coupons use them to advertise something that's 'hot' and use VDP personalizing a strong message.
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    • Profile picture of the author karensworld
      I was once a 'prefered client' of a designer retail store, and they invited me to a "my friends" shopping experience.

      Basically, I would designate an 'after hours' shopping spree for me and my girlfriends!

      I did have to have a minimum number of guests (12) but it was great. The store owner provided some refreshements (wine!!!) and all had to sign up to store email.

      But it was agreat success and us girls had a blast and after two glasses of wine spent lots of money!!!

      Just an idea........

      Karen.
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      • Profile picture of the author FormerWageSlave
        Karen,

        That's a great idea too. During one of my interview sessions with the owner, a woman came in to shop and her friend happened by a few minutes later. I watched the two women egg each other on to make a few hundred dollars in purchases. And they had a lot of fun doing it.

        I've never seen anything like it.

        This is good stuff. Thanks for sharing!

        Originally Posted by karensworld View Post

        I was once a 'prefered client' of a designer retail store, and they invited me to a "my friends" shopping experience.

        Basically, I would designate an 'after hours' shopping spree for me and my girlfriends!

        I did have to have a minimum number of guests (12) but it was great. The store owner provided some refreshements (wine!!!) and all had to sign up to store email.

        But it was agreat success and us girls had a blast and after two glasses of wine spent lots of money!!!

        Just an idea........

        Karen.
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        grrr...

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    • Profile picture of the author FormerWageSlave
      Yes, I was thinking about that today. Need to come up with a good promotion and landing page, but I think that's a winning idea there.

      Thanks!

      Originally Posted by bob ross View Post

      Postcard Marketing can definitely work wonders for her. VDP (Variable Data Printing) can be used to highly personalize the postcards.

      Instead of coupons use them to advertise something that's 'hot' and use VDP personalizing a strong message.
      Signature

      grrr...

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  • Profile picture of the author Rus Sells
    I think you are best playing off be first to be notified that we have new inventory in the shop so come and check it out angle.

    Put them on a VIP Early Bird list or whatever you want to call it.

    Also could come up with a WISH LIST system that lets the customers give feedback on items they want or are looking for. How much more special can a customer feel when they find out the owner took the time to make things available that are on their wish lists.
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  • Profile picture of the author imsolutionsgroup
    Have you tried Twitter Advertising yet? If done properly this can have a HUGE viral effect in the local community!
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    • Profile picture of the author jmacinnes
      Being successful in high-end decor and fashion is all about establishing a brand. If you are going to charge a lot of money for items that are available for less elsewhere, you need to establish that your items are either better quality, have more "panache", or excel in buying experience. Many other posts have talked about improving the buying experience, but in all of those suggestions I think you need to think about how the experience advances the brand.

      Some things to consider:

      1. Logo - High-end items must have an excellent logo that hints at luxury or elegance.

      2. Packaging - The packaging for the items should be unique, well designed, and memorable. This is a huge part of the brand. Have you ever bought a purse at a Coach store? They actually ask you to sit down while they wrap and pack your purse - there is a whole ceremony to them delivering the purse to you. It leaves you with the sense that you are definitely purchasing something special.

      3. Store Layout and Decor - How does the store itself impart the desired brand to customers. Do they feel like they are in a high end boutique shop? One thing that is key here is space. Have you ever noticed that the more high end a boutique is, the less contents in the store. Compare a DSW to a designer shoe store.

      4. Personalized Follow Up - Other's have mentioned this, but I'll bring up a story that I thought was cool. A few years ago, I bought a men's dress shirt at Thomas Pink. Pink is a very high end men's fashion store. 2 weeks later I get a hand written thank you note from my sales consultant. About 1 year after that, I get another hand written note from a new sales consultant saying my previous sales consultant has left and they will be helping me from now on. That definitely left an impression!

      Good luck with your proposal!
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  • Profile picture of the author FormerWageSlave
    What are some good techniques in getting the customer to hand over personal information like address and birth date?

    I was looking at loyalty card programs (eCard Systems :: Loyalty Card Programs)(no affiliation), but not clear on how to compel the customer to give the information. I thought maybe the person could be directed to a landing page where they enter in their information to activate the card.

    Will the merchant account give customer data back to the retailer?
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    grrr...

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    • Profile picture of the author Lee M
      Originally Posted by FormerWageSlave View Post

      What are some good techniques in getting the customer to hand over personal information like address and birth date?

      I was looking at loyalty card programs (eCard Systems :: Loyalty Card Programs)(no affiliation), but not clear on how to compel the customer to give the information.

      Will the merchant account give customer data back to the retailer?
      Obvious thing that comes to mind is ... REWARD the customer for forking over the details. i.e. "Join Our Birthday Club and get a FREE (insert reward) or Join Our Loyalty Club and get a Buy One, Get One Free (insert reward)...etc."

      Even if the merchant account gives personal customer data back to the retailer ... you gotta watch this stuff or at least be mindful HOW you're going to use it.
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      Working from Home since 1991
      (Well before anyone knew it could be done!)

      “Observe your competitors, for they first find your faults.”
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      • Profile picture of the author FormerWageSlave
        At what point and how to collect that data? At the point of sale? Let them have and use the card and ask for the data when they want to redeem the reward?

        Originally Posted by Lee M View Post

        Obvious thing that comes to mind is ... REWARD the customer for forking over the details. i.e. "Join Our Birthday Club and get a FREE (insert reward) or Join Our Loyalty Club and get a Buy One, Get One Free (insert reward)...etc."

        Even if the merchant account gives personal customer data back to the retailer ... you gotta watch this stuff or at least be mindful HOW you're going to use it.
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        grrr...

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