If you’re thinking that a job in retail is just a job . . . you might want to think twice. Go ahead and take a second peek at the world of retail. You might find that your perspective has changed (especially if you are interested in management, human resources, or if you are an entrepreneur at heart).

The usual point of view when working in retail is that one is merely there to stock shelves, assist with inventory, point customers towards desired merchandise and handle check-outs. . . blah, blah, blah. How do you suppose those who manage and own stores, boutiques, and specialty shops have made it past being a customer service rep. or cashier? Take it from us, standing around gabbing with co-workers isn’t what did it for us. So how did we go from retail beginnings to entering the positions of management and ownership? Here you will find some great insight to working smart in the retail sector. Let us examine.

Customer Service is the KEY to Building Relationships

So you’re applying for a job at the Mall or you just snagged the open position at a cool new shop. Congratulations! Now what? Really taking into account all you can during training sessions is important. First and foremost, you should be aware of company policies since each store runs differently from the next. Adhering to the policies ensures your respect towards those of authority, which will help you rise to those management positions. More importantly though, following proper procedures is a CYOB strategy. CYOB, you say? It’s ever so urgent to Cover Your Own Butt and what better way then to follow the rules to the “T.”

You know, customer service isn’t just about being friendly or keeping a smile on your face. Here is your opportunity to build a relationship with each and every customer. You might ask yourself, what’s the point? Well, have you ever heard of viral marketing? Word of mouth referrals are a part of viral marketing. What do you think your customers are going to share with their friends and family about the store, its products and more importantly about your service?

Learning to build lasting relationships with potential customers and consumers alike establishes your store above and beyond the rest –AND- pushes you higher in the eyes of customers and management. Taking advice from an excellent local store manager, Levi Jennes of FYE, “The most important concept when building customer relationships is really listening well to determine the true needs of each customer.”

When you shop, what persona do you bring through the doors? I’m the queen-bee and I want what I want, when I want it? Or I’m the top dawg and only my money matters? It’s pretty safe to say that most people feel exactly the same when they are ready to spend their hard earned greens. So bring it to the table for them. Store Manager, Angela Salvia from Fashion Bug says, “Treat every customer like your best friend or family member.” Great advice from a well respected team player and highly revered store manager.

Inventory: A Bunch of Stuff

While stocking and pricing a multitude of products can become a redundant task, keep in mind that inventory is not just stuff. Customers are coming to purchase “this stuff” from you because these items fulfill one (or more) of their needs. So paying attention to where items are placed, whether or not items are in stock and keeping tabs on delivery shipments, will help you provide the best service possible.

If your shop doesn’t supply the item your customer is seeking, there are options available. You can try to locate the item at a sister store or check if the item(s) can be ordered. Taking that extra step brings more value to your customer service and enhances the relationship you are building with your client.

Are you ready for this one? You may need to sit down (if you’re not already) . . . you can even refer a customer to a competitor. Sometimes it’s just not possible to get your hands on what the consumer wants. Sending them happily on their way to someone else who can accommodate their needs really takes your connection with them to the next level. You will display your sincerity in earning their trust while exhibiting the reality that you are there for them. Their trust in you to fulfill their needs is your gateway to their loyalty.

Customer Retention Management, What’s That?

Now that the gateway to customer loyalty is open, maintaining the relationships you’ve built is the next step. Keeping those connections is the source behind Customer Retention Management or CRM. You have made these established relationships, now where do you go from here? Keep the connection new and updated by following through with some simple CRM strategies.

For example, following up weekly with a quick phone survey on customer service works well. Fashion Bug contacts patrons who returned something the previous week says Store Manager, Angela Salvia. This is one way Angela and her staff at Fashion Bug maintain their client relations. But, there are many ways you can take care of the precious relationships you will establish.

As for Levi Jennes from FYE, “Providing consistent friendly service is fundamental in Customer Retention Management [CRM].” When customers receive the same positive service again and again, they feel comfortable returning to the store whether they are browsing, shopping, stopping by to chat, or exchanging or returning items.

Keeping this theme in mind, a local first-rate restaurant manager, Doug Dodd from Applebee’s Grill & Bar says, “It is essential to treat customers as individuals.” He goes on to explain, “Management’s acknowledgement of the personal lives of customers is how you can keep them coming back again and again. It’s simple really, treat them the same as an invited guest in your home.”

The combination of following corporate policies, providing excellent customer service, building core customer relationships and maintaining those connections will help you stand out in the workplace. You would never want to be labeled as one of these: 
• The fly on the wall 
• The cell phone gabber 
• The register hog 
So take part in the shopping experience of each customer. Treat them well, be consistent with customer service, and maintain those relationships. Following these simple strategies will keep your customers loyal, your customer base growing and your retail career on the fast-track.