A couple of things before we get into today’s article. First, our thoughts and prayers go out to the people of Moore, Oklahoma.
Second, I appreciate all the responses from last week’s posting on addressing/coaching behavior and performance issues. As a result of so many inquiries, I am offering a Four Weeks to Extraordinary Coaching class in June. The details are here. Now, on to Memorial Day opportunities. (For you non-US stores, most of these ideas will work for you this weekend as well.)
Here are six ways you can create a wildly successful Memorial Day weekend. Consider putting together any combination of them to rock out your holiday sales.
1. Stretch goals! A great hitter succeeds because she goes to the plate expecting to get a hit. The same is true for your store. You’re more likely to hit it out of the park this weekend if that’s what you’re aiming to do. It also requires the entire team to do those little extras that make the difference between a good and an extraordinary weekend. What do you think? Do you want to stretch it out at least 10% over your current goal?
2. Create a fun holiday atmosphere. Since just about every store in America will be running sales this weekend, that is not the way to stand out. Why give away margin just to be like everyone else? Instead, throw a start-of-summer party that people will remember far beyond this weekend. As a matter of fact, I would even welcome customers to the “Official Kick-off to Summer Headquarters.”
Of course every party needs food, drinks, music, and fun hosts. No need for anything fancy, but offering snacks and something to drink will keep customers in your store longer, thus increasing your opportunity to make a sale.
By the way, the biggest benefit of creating a party is how much the staff enjoys doing something different, and how much easier it is to engage the customer. Try it. Believe me, it works.
3. Honor the true meaning of Memorial Day with a sign that conveys your gratitude to those who gave their lives. It could be something as simple as “Join us in giving thanks for those who gave their lives for our country.” Don’t be surprised if this generates a lot of conversation with your customers and your staff.
You can also go red, white, and blue throughout the store. Display flags and group some red, white, and blue products together. Encourage the staff to wear red, white, and blue the entire three days. You were probably going to do this anyway with your party.
4. Have a weekend drawing; it’s a perfect opportunity to collect every customer’s contact information to add to your community. This is especially important if your store is part of a downtown association or center that is having a weekend event. The prize doesn’t have to be anything fancy; it can be something as simple as a Kick-off to Summer $100 Shopping Spree. Be sure the staff invites every single customer to enter. Don’t ask customers if they want to take part, tell them they want to enter and hand them an entry form. Do this well and it will result in new customers and additional sales down the road.
5. Run a fun contest for the staff. Instead of making it all or nothing, offer a prize for each day, with the prizes getting progressively better as the weekend goes. Even though the sales goals may not follow the same trend, I do this to keep employees engaged and excited throughout the weekend. It’s important to keep in mind that many of your employees are working when their friends and family are enjoying a long weekend away from work or school.
An example of progressive prizes:
Friday: Entry into a drawing for a prize
Saturday: $5 mall gift card
Sunday $10 Starbucks gift card
Monday $25 cash or in-store staff bucks
6. Last but not least, keep the focus on winning and wowing customers, and maximizing opportunities. Many of you will see considerably more customers than usual, but even so, never lose sight of the fact that, as specialty retailers, you find success one customer at a time. It’s up to YOU – the store leader – to make sure every customer receives the best possible experience, and every employee is putting his/her best foot forward to create success.
So let me ask, are you ready to rock this weekend? – Doug
