Prevent your store from becoming a showroom for someone else’s online store…don’t give ‘em a straight comparison.

L.L. Bean set the modern gold standard on retail returns. And, they’ve shown that it’s a differentiator for them (aka profit generating policy). Don’t be afraid of the return. In fact, use it to increase communication opportunities…

Operationally, retail returns come with some baggage…not to mention the revenue it negates. But, expanding your return policy provides an opportunity to give more risk reversal to your customers. And it doesn’t mean your return rate will go up. Test it!

You see it over and over. The helpful employee is directing your customer out of the store to purchase an item somewhere else. It’s up to you to spell it out and provide guidance so that doesn’t happen again.

Quick Tip:How you say it is just as important as what you say! This means messaging and image must be congruent with your business intent.

A bad review of your product or business doesn’t have to be the kiss of death… Simple honesty and communication will go a long way to increasing your retail sales (even if you screwed up in the past).

As a follow-up to this Marketing Personality post, I’ve included some more samples to spark more retail marketing ideas. Don’t be afraid to communicate on a personal level in your retail marketing.