– Deb McClelland is the Executive Director of the Kamloops Chamber of Commerce. She can be reached email at deb@kamloopschamber.ca.
KAMLOOPS – As I write this, it is November 17th and the snow is falling. It is, I’m almost afraid to say, beginning to look a lot like Christmas. Where did the year go? Then again, where does any year go? It seems we ask this question annually come November. For our chamber, 2016 has been particularly busy.
We have gone through some staff changes (which is substantial in an office of only four!); implemented new programs; seen our recommendations to government accepted at the provincial and federal chamber levels and so much more. While we recognize all that we have accomplished, we realize that we are now knee-deep into next year.
Looking ahead to 2017, we already have some entirely new and fantastic programs and benefits that we will soon be unveiling (stay tuned!) and our team is working on creating even more to add value to membership. As a small business owner, you may already be into 2017 in your own mind as well. But there is a good chance, if you are in retail or hospitality, that you have your eyes focused solely on the following few weeks.
The upcoming holiday season can be stressful for business owners. But preparing for a successful and profitable holiday season does not have to be difficult. Not convinced? Here are three tips to help you ensure this is your most successful and relaxing holiday season to date.
1. Start early, stay focused and stick to the plan. By ensuring that you have a well thought-out plan that includes staff, marketing, store front and back office, you will have a guide to reference and to keep you on track throughout the season. Any work that you can do ahead of time will mitigate your stress levels as a business owner, and thus allow you to have more energy to lessen those of your customers. This includes ensuring that you have a full inventory to meet the increased demand your business will be facing.
2. Prepare your business and your staff While it is supposed to be one of the most joyful times of the year, for many it can be one of the most stressful; especially for your customers who are anxiously searching for “that perfect gift”. Help ease your customers’ anxiety by emphasizing exceptional customer service. This may mean specific training sessions for your current and temporary staff, giving them additional tools to navigate through the busy time.
Equally as important to your store front business are your website and social media channels. Ensure that your systems can handle the increased traffic and check that all of your business information is up to date, including correct holiday hours, address, phone number, return policies and so forth. Ensuring accuracy and currency of your online presence will significantly increase your impact throughout the holidays.
3. Make sure you have a plan to maximize your holiday sales Have you analyzed your previous holiday sales? Do you know what worked and what didn’t? Understanding approaches that have worked in the past and expanding on those this year will help increase traffic and sales.
If you haven’t already done so, create a marketing calendar and budget to cover the holiday season, including the early New Year when potential customers are looking for the best deals. Promote special offers and other incentives through multiple avenues including the local newspaper and radio, holiday circulars and social media channels. Make sure to schedule your holiday season social media posts now so that you can focus on your store front rather than your back office during the busiest weeks.
Another approach is investing in search engine marketing to better reach those customers who may be looking for your product or service, but may not be aware of you. Or consider partnering with other small businesses, local charities and business organizations in engaging new customers throughout the season. Using these tips, we trust you will be able to smoothly navigate your business through the holiday season, to a profitable and successful end.
As your business connection, we will, on our end, continue to provide you with avenues to market, network and develop your business. Feel free to give us a call or send us an email as you lead up to the holiday season to see how we can help you and your business. We wish you the very best for the coming weeks and look forward to connecting with you further into 2017!
1. Adapted from Is Your Small Business Ready for the Holiday Shopping Season? Julie Gordan, www.inc.com.