While you may always treat your customers with kid gloves, the need to deliver exceptional service becomes even more critical during the holidays. Both retailers and consumers are transacting business at a fast pace to reap the benefits of the season. Store owners want to close the year with a solid profit, and shoppers want to find the best deals. The overall process can be exhausting and test the patience of even your best salesperson. With so much at stake, it’s best to refrain from relying on trial and error to meet customers’ expectations and to achieve your annual sales goals. Even if you still need to firm up a plan to manage the holiday rush, there are things you can do to improve service and position your business for long-term success. Focusing on the following skills should be a priority.

• Effective Communications
• Product Knowledge
• Stress Management
• Conflict resolution

Proactive Selling is Essential
According to The National Retail Federation, holiday sales are projected to be 2.5% to 3.5% higher than in the 2023 season. “The winter holidays are an important tradition to American families, and their capacity to spend will continue to be supported by a strong job market and wage growth.” Although shoppers are willing to open their wallets, they are more selective about where to spend their hard-earned dollars. Like last year, shoppers will search for the best deals and discounts.

Online spending is anticipated to grow (7.1% year-over-year) since our omnichannel world enables consumers to shop in-store or online. Shoppers expect both experiences to be positive and reflect the retailer’s commitment to exceptional service. Often, business owners need to remember to connect the dots and extend the look and feel of the physical store online.

Gone are the days when retailers could hang an “open” sign, and customers beat a path to the door. Store owners can build on their reputation for excellent service by catering to DIYers and promoting giftable merchandise. Most stores contain niche businesses with many gift options. Examples include tools, housewares, pets, grilling, gift cards, and specialized services. Help customers see the possibilities by setting up creative visual displays or endcaps. Effective marketing techniques include:

• Personalized offers
• Special promotions
• Prompt service

Personalized Experiences Matter
Our dependence on technology can limit meaningful interactions with other people. One of the advantages of owning a small business is getting to know your customers. Every store has a loyal list of frequent customers who prefer shopping at the location because they appreciate interacting with professionally trained staff. Customers know that salespeople can answer their questions and recommend products to solve maintenance or repair problems.

Communicating with customers by email or social media strengthens the existing relationship. Connecting via email or social media demonstrates that the business knows its interests as a homeowner, hobbyist, or pet owner. Most of the information required to create a list of your best customers is readily available in the store’s POS system. Consider sending targeted emails every week to shoppers featuring items that are ideal gifts. Later in the season, post a thank you message on your website and social media to show appreciation to everyone who supports your business.

• 80% of customers spend more when interactions are based on their interests
• 76% of customers may feel frustrated if businesses fail to meet their expectations
• Solicit feedback about your products and services to show their opinions matter
• Asking customers’ views regarding customer service makes them feel valued
• Create better customer experiences by implementing changes based on feedback

The holidays are a Golden Opportunity
Whatever key learnings you gather over the holidays can be applied in the future. The feedback owners receive from customers and employees can be incorporated into the strategic plan for next year. Research shows that customers want more than low prices. Shoppers expect a positive shopping experience that will include something other than waiting in long lines, dealing with disgruntled employees, or going home empty-handed because the item is out-of-stock. Getting these essential services right this season is a golden opportunity to attract new customers and retain those who are loyal to your business.