10 Ways to Increase your Store Sales

By: Scott Jackson – Managing Director, Blue Butterfly LLC

After 30 years of perfecting customer experiences in retail, I've learned a thing or two about what really drives sales and keeps customers coming back. Let’s dive in!

1. Curb Appeal is Key

Did you know consumers make a decision in the first 4 seconds of walking past your store? That's right – in the blink of an eye, they’ll decide whether to come in or keep walking. So, ask yourself: does your store look clean, inviting, and well-organized? Are your products displayed well? Do your prices and promotions clearly stand out? Most importantly, is your team attentive and visible? Be ready to impress from the moment customers set eyes on your store.

2. Be Ready for Your Customer

Is your store ready to go as soon as the doors open? A well-organized store sets the tone for the day. Ensure shelves are stocked, floors are clean, and lighting is bright. If the store appears disorganized or neglected, customers will notice and may turn away. Walk through the front entrance as if you were a customer and assess what they see, attention to detail will enhance the customer experience and get them through the door!

3. Curate Your Assortment and Hero Items

Merchandising is all about creating eye-catching displays that draw customers in. Consider highlighting a key item or category with a dedicated display. It subliminally creates a sense of importance and helps customers feel confident in their choices. Consumers are often in a hurry and want to quickly see what works together. Cross-selling becomes difficult if your assortment isn’t strategically layered with key items and impulse buys. Grouping related products or categories together makes the shopping experience effortless and increases sales.

4. Demonstrate & Suggest

A genuine recommendation from a sales associate can have a strong impact. Demonstrating a product or suggesting a popular item is an excellent way to interact with customers. Even if the product wasn’t on their radar, that personal touch can make all the difference. It’s a great way to start a meaningful conversation and build rapport, ultimately leading to a successful sale, and a loyal clientele. 

5. Active Selling is a Must

There is nothing more important to your business than this, active selling is the heart of retail. When your team is on the floor, engaging with customers, offering assistance, and keeping energy levels high, sales increase. The best part? It’s a simple formula: smile, greet, and offer help. At Brookstone, we learned that customers shopping for gifts are 70% more likely to make a purchase. So, ask the right questions like, “Are you shopping for a gift today, or something for yourself?” It’s all about sparking that initial conversation. 

6. Promote & Offer Incentives

Everyone loves a good deal! Bundle products together, offer "buy more, save more" deals, or provide a discount on future purchases. Consider offering 10% off if customers share their email or phone number. Additionally offer incentives for your sales team, offer bonuses for selling hero items or set up performance-based tiers where they can earn rewards. The more invested they are, the more they’ll care about driving sales and delivering top-notch customer experience.

7. Hold Your Team Accountable

If you can’t be in the store every day, stay connected! Use video calls to check store conditions, ensure promotions are set, and ensure everything is running smoothly. If you’ve set expectations, you need to stick to them and leading by example is key. Make sure your team follows your sales scripts and processes, and don’t be afraid to let go of poor performers. Consistent accountability leads to consistent success.

8. Hire the Right People

Hiring can make or break your store. Seek out team members who not only reflect your customer but are also passionate about what you sell. Make your expectations clear during interviews and ensure there’s mutual commitment. A poor hire can cost you up to 30% in sales, so take the time to find people who are excited to be a part of your team. After all, people want to be a part of something. 

9. Recognize Success

Celebrate your team’s wins, big or small! Whether it’s a pizza party, gift cards, or a simple email shout-out, recognition boosts morale and motivates your team to keep performing. Create an environment where people can succeed and have fun while doing it. And remember, top performers should be promoted to take on new responsibilities and contribute to the growth of the business.

10. Connect with Your Customers

Last but definitely not least, don’t forget about customer relationships. A simple thank-you email or a quick feedback request via a QR code on your receipt can go a long way in building rapport. Adding a personal touch, like sending thank-you cards or emails enhances the customer experience. Develop a tailored marketing strategy to keep them informed about your business. Avoid mass messages, make it personal. Consumers want to know who’s behind a brand and what it stands for. If you support a cause, consider rounding up purchases for donations. Customers appreciate when businesses give back -  just look at Bombas!