Christian Retailing

NEWSLETTERS Current Issue DaySpring director highlights need for ‘real’ customer connections
DaySpring director highlights need for ‘real’ customer connections PDF Print E-mail
Written by Ginny McCabe   
Wednesday, 29 June 2016 07:03 AM EDT

DaySpring-IllustratedFaith-BibleJournalingChristian retail customers long for community, says DaySpring Brand Director Kim Marquette. During one of Tuesday's breakout sessions at CBA's Unite 2016, Marquette instructed retailers on "In-Store Event Planning."

Hosted by Illustrated Faith by DaySpring, the session offered insider tips on planning and executing an in-store event that builds faith, fosters community and creates an unforgettable experience.

“People long for community," Marquette said. "We were created for community. You have an opportunity as merchants/ministers to build community and customer loyalty."

Attendees learned eight tips for a successful event as well as the who, what, where, when and why. Guests also walked away with complimentary sample products and resources for in-store events.

“Our communication has become a little bit transactional, so we speak in 140 characters, and we text people. ... This is crazy, we don’t even talk face to face," Marquette said. "Because communication is becoming more and more transactional, people are longing for moments that aren’t transactional, moments that are real."

Marquette also touched on several macro-trends, including the “maker-movement” and “experience economy.”

“A macro-trend is something that is significantly shifting the consumer interest, and it is sustainable. ... It’s changing the way people are thinking, processing, purchasing and how they are living,” she said.

For example, the “maker-movement” says “I want to make something. I want to create something.”

“There are activities we can do in our stores. I just have to do a couple of things to be a maker. We want to tap into that. Think about the coloring books, and how popular that has become,” Marquette said.

An in-store event can be anything from offering a fresh-baked chocolate chip cookie to a more extensive event like a night out. An in-store event also allows retailers a chance to show off their stores. It can bring in new customers and offer an opportunity to form partnerships with other local businesses. Retailers can also engage with existing and potential new customers by promoting in-store events on social media.

Marquette emphasized the personal.

“When your customers come into your store, they have an experience," she said. "If you can learn their names, that creates a very positive experience.”

She also said retailers can create events to meet customer needs such as an event for moms or empty nesters.

Along with being well-staffed, Marquette suggested sending out evites, placing flyers on store windows or using them as bag stuffers, and mailing personal invitations or notes.

Danni Schneidt-Hill, owner of Promises “His” Coffee & Cottage Shoppe, said she frequently hosts in-store events.

“I started hosting a ‘Kolor-N-Koffee’ event once a month," Schneidt-Hill said. "Now I’m doing it in three different communities once a week. I’m not artistic. I’m creative. You can be creative without having to be artistic. That’s what this is all about, and then hearing from God."

Retailers can take advantage of the tools and resources that are available as part of DaySpring’s Illustrated Faith program (illustratedfaith.com), including event flyers, postcards, enter-to-win forms and coupons. Each of these can be personalized with a store name and other pertinent information.

 

In this current issue:

Final Family Christian stores close this week

News image

Family Christian announced that it will close the last of...

READ MORE

Harrison House CEO acquires multiple Family Christian stores

News image

Harrison House President and CEO Troy Wormell and his wife,...

READ MORE

Nomination period opens for 2017 CR Best awards

News image

Christian Retailing opens the nomination period today for the 2017...

READ MORE

Tessie Güell DeVore resigns from Charisma House to head up the Lumo Project

News image

After 23 years with Charisma House, Tessie DeVore has resigned...

READ MORE

CBA recasts retail show to unite Christian products industry

News image

From content creators to church bookstore managers, the Christian products...

READ MORE

Gift exhibitors pleased with buyers’ response at Unite 2016

News image

Gift vendors report mostly positive experience at Unite 2016, although...

READ MORE

New Voskamp, Cahn titles headline upcoming releases

News image

Exhibitors at Unite 2016 promoted key upcoming book and Bible...

READ MORE

CBA proposes new business model for member retailers

News image

CBA and Content Road Media have joined in a strategic...

READ MORE

Hip-hop, science fiction cited as Christian product trends

News image

CBA’s Christian Product Trends workshop gave retailers attending Unite 2016...

READ MORE

Nielsen research, panel review state of Christian market

News image

Four of the Christian products industry’s CEOs shared their thoughts...

READ MORE

Targeted marketing, data tracking help Parable, Covenant stores

News image

The Parable Group and Covenant Group make targeted marketing and...

READ MORE

Logos group names Walter Wangerin Author of the Year

News image

Best-selling author Walter Wangerin was named Author of the Year...

READ MORE
100%
-
+
0
Show options

a