QUESTIONS WORTH ASKING SHOPPERS

When was the last time you asked your customers if you are stocking what they want? Do you really know where your customers are shopping when they are not shopping at your store? Why do they shope at other stores? When was the last time you asked them and not answered the question with your own suppositions? Perhaps you have never asked your customers these questions in a formal and ongoing way. It pays to listen to "Mrs. Jones".

A question you should be asking yourself is, "How can I provide my customers with the products they want so they do not shop at other stores?" The most efficient and best way to increase your bottom line is to get your existing customers to spend more at your store. Cutting new shoppers at your store is very expensive and is a slow process. (You may have already tapped out your retail area anyway). It is better to work with customers that already know you and are coming to your store.

Prepare a questionnaire and pass it out to your customers. Have a box for a place to return the questionnaires. Keep the form short but ask questions about shopping habits and what your customers would like changed in your store. Many people will say "lower prices" but others will give you valuable information if you do not ask leading questions that prompt the response you want to get.

The company I work for can help you design a questionnaire and intrepret the findings you get from your customers. And with our collective knowledge about equipment and fixtures we can create more sales area space without construction costs to physicaolly enlarge your store. This will mean more products for your existing customers to buy and enjoy. And this means more sales and profits for you. A dream cone true, right?

Remember, it is all about having the product selection "Mrs. Jones" wants so she does not go someplace else to get it. And quality of the product plays a role here too. Get out and see what other grocery stores are doing. Even get out of your area. In the San Francisco Bay Area visit the two Mollie Stone's Markets in San Francisco, Piazza's Fine Foods in Palo Alto and San Mateo. Woodlands Market in Kentfield, Andronico's Market in San Francisco and Mill Valley Market in Mill Valley. Whole Foods Markets are always inspiring.

Give me, Steve Olsen, a call at 650-343-4244 with your questions and comments. We can help you achieve your grocery sales dreams. Really! Visit our website www.suttiassoc.com.