5 Ways Businesses Can Make the Most of Labor Day Weekend

Labor Day is coming, and with it businesses could see a rush of shoppers eager to score the best bargains of the season. Still, an increase in customers doesn’t guarantee an increase in sales. To make the most of Labor Day weekend, it’s important to take things a little further.
Here are five ways to maximize your strategy this coming weekend.
1. Don’t Just Cross Your Fingers—Incentivize Shoppers to Stop By
Especially in areas with many stores, the competition for shopper attention is fierce. This is a great opportunity to use technology to your advantage. Target those who’ve shopped with you before (and signed up for emails) by sending coupons or offers that mention their home store or items they’ve bought in the past and suggest they buy something new. Research from Google, Ipsos Media CT and Sterling brands shows that customized product suggestions would be enough to convince 64 percent of customers to return. If your store has a mobile app, pushing those deals to devices could make this strategy even more effective.
2. Create a Connected Browsing and Shopping Experience
According to a Forrester study on omnichannel retailing, shoppers expect their retail experience to exist on multiple screens and in person. The study found that 56 percent of US shoppers pick up their phones to find products they’re looking for before leaving the house, while 38 percent do so en route to a store, and another 34 percent browse on their phones while inside the store itself.
What’s more, just under half of those surveyed want in-store staff to know about products that can only be found online. Make sure your store exists everywhere potential shoppers are. If customers don’t find the information or products they’re looking for, they may move onto the next business on their list.
3. Get a “Tech-Savvy” Seal of Approval by Accepting Mobile Payments
Labor Day weekend is prime shopping time for those heading back to school. And while younger generations may be the most likely to use their phones for just about everything, mobile payments are quickly becoming the popular way to pay for smartphone owners of every age. Plus, tapping a phone is typically much quicker than fumbling with credit cards or counting out the right amount of cash, which could result in less time waiting in line. With so many weekend sales, shoppers aren’t going to stand around when they can continue the hunt elsewhere.
If you’re already using an NFC-based payment terminal, you’re ready to accept Apple Pay (and Android Pay, too, once it launches later this year).
Mobile payment methods that use NFC are also a more secure way to pay than magnetic-stripe credit cards. Before a transaction is completed, customers are prompted to scan their fingerprint or enter a passcode. Then, the purchase goes through another level of authentication and any customer information that could be used to identify the shopper is replaced with a unique code. Credit cards are never part of the interaction between the phone and the payment terminal.
4. Don’t Let a Busy Store Make Shoppers Feel Forgotten
While many retail personalization tools take a bit more planning to implement, businesses can easily refine their approach to make shoppers feel welcomed—often without any tools needed. Encourage sales associates to make product recommendations based on other items shoppers are considering or fill them in on the benefits of using your store’s mobile app. These small changes could result in big returns: A recent survey conducted by Dimensional Research and Zendesk revealed that 87 percent of shoppers are likely to share good retail experiences with others.
5. Make Sure Your Most Popular Items are Always Within Reach
Is your stock room ready for an increase in shopper traffic? No matter how impressive your offerings are, not being able to find the size or style shoppers need could lead to a decrease in sales. On average, out-of-stock items lead to a 4.1 percent loss in average revenue for a store. That equals $129.5 billion lost solely in North America. The good news? There’s no shortage of tools out there aimed at rescuing sales by linking in-store stock to online revenue.
Even if you can’t get this strategy in place in time for the Labor Day shopping rush, we’re entering a season full of shopping holidays, so it’s never too late to start syncing your inventory.
How is your store preparing for this weekend’s Labor Day shoppers? Send us a tweet @Cayan and let us know!
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