Back Talk

What's The Retail Secret To Attracting Repeat Customers?

The holy grail in the retail world is the repeat customer. It's one thing to advertise a cut-rate sale to bring in first-time customers. But how do you get them to come back? For chains, the answer is simple: price. Independents have to compete on a different playing field, so they might rely on staff knowledge, customer education, in-store presentations and—above all—service. What works for your store?

"One of the most important things for repeat business is customer service. This means having a friendly, knowledgeable staff the customers know is sincerely trying to help them with their particular problem. It's giving customers the feeling that the store and the people who work there are trying to raise consciousness about the planet's welfare and make everyone more healthy. That's the most important thing for a successful business, even above price.

"One of the best ways for our staff to get that knowledge is through training seminars held by manufacturers. Another way is by reading good, cutting-edge information in the trade magazines. Since the science is constantly changing in this field—one study says one thing, another study says another—you always have to keep reading and learning to stay up on the newest things to relay to customers."

Andy Malin
Assistant Manager, Supplements Department
Down to Earth
Honolulu

"Pricing is one of our main priorities. We pride ourselves in offering the lowest prices on organic produce, grocery items and supplements. We also focus on education. We provide in-store nutritionists and offer free health-related lectures and outreach programs to the community. Additionally, we continually strive to educate our employees so they can be more effective in educating the customers. Our monthly newsletter is also filled with health-related articles and tidbits from reputable and reliable sources.

"Vitamin Cottage has 12 stores in Colorado, and yet they still maintain that family feeling just as they did when the first store opened in 1957. It helps to have the presence of all the stores rather than one, as it strengthens our connection with each community and offers what people want and expect—our quality service."

Jen Allbritton
Certified Nutritionist
Vitamin Cottage
Denver

"We have a small store, and personal attention to customers is what works. For me, that means knowledge, brains, common sense and knowing the products I sell. I read books and four or five health trade publications including Nutrition Science News. Our prices are competitive and our service is good—service means common sense and knowledge, telling people what they need to know so they can understand what I'm selling."

Jim Strachan
Owner
Food For Thought
New Orleans

"Most important is the service attitude of kindness to customers. But it extends beyond customers to employees, the people who deliver, sales reps, everyone. It's what I call extraordinary respect—we give it to everyone. Number two is that, in the merchandising category, something is being sampled or demoed at all times. Samples really work—they easily pay for whatever product I'm giving away. We do not try to compete on prices with competitors because we stand by our prices. We think they're fair. Plus, our customers are used to seeing a number of things on sale every month.

"Then there are the basics such as never being out of stock and making a good first impression—whether people have been in this store before or not, they can see we look really neat and clean. I have a lot of literature for them to pick up, and an online kiosk. What I don't do, but everyone says I should, is have people with authority give talks. This store isn't really set up for that."

Dave Hinckle
Owner
Earthbeam
Burlingame, Calif.

"For us, the secret to attracting new customers is offering unlimited information just for choosing to shop with us. We offer every new customer a free nutritional analysis. They fill out a questionnaire that gives some basic information on their activity levels and eating habits, that kind of thing. From there we recommend how they can improve their diet and what supplements would best suit their lifestyle. Our customers, both new and existing, really appreciate this value-added feature. It seems to work well for us, and we have six other health-food stores within a six-minute drive of us."

Steven Gyimesy
President
Fitness Heaven Plus
Richmond Hill, Ontario, Canada