NOTHING IS NEW, NOTHING IS OLD
HOW TO KEEP CUSTOMERS COMING BACK FOR MORE
As a retailer you work hard to find new customers and you pay a lot to obtain them. A new customer is a healthy thing… they pay for certification and they usually buy at least mask, fins and snorkel. They may also buy BCD’s and computers etc... After that, they are old customers. This is where the trouble starts.
Fast forward five years. The now old customer walks into your store, he looks around and sees his fins, his mask, his BCD, his computer and his regulator. What does he need? NOTHING! What does he see that he wants? NOTHING!
We don't always buy things because the old item is worn out or doesn't perform well. This is why car makers change the look of their cars. This is why there are model years and this is why styles change. It is to give existing customers something new to buy. They buy to be different, they buy to be in style.
Re-engage with your current customer base by showing new products. Make a goal to become an early adapter. Find new items and bring on one or two of those that have potential. Sure you want staple items, but understanding that having nothing old can be as damaging as having nothing new can enhance your selection.
Finally, don't make the mistake of thinking that what is right for you is right for everyone. Have a selection and tell your customers the features of each.