Gift Basket Business Blog

Learning From Your Gift Basket Customers

April 8th, 2006 at 03:31pm Lorie Obernauer

If you’ve been in business for a while, you probably have a group of loyal customers, who come back again and again. I think there’s a lot to learn from these customers.

When we start out in business, we choose products and offer services that we think will appeal to our customers. But early on, it’s important to shift your view from what you think is “good” to what the customer is telling you. And you can do this easily by analyzing the buying habits of your loyal customers.

First, look at the products that these repeat customers are buying. Do they want “name brands” or do they look for something unusual that might not be found in other stores?

• Keep track of what sells; not what you like. Then make sure you keep those products on hand.
• Go a step further and think more about your best sellers and ask yourself more probing questions. Let’s say that your customers frequently request cookies in their baskets. What kind of cookies? Single serve or boxes? Flavors? Price point? This will give you a lot of information when you’re ready to add new products to your line.

Second, analyze the types of designs that your loyal customers buy. What is the price range on your best selling baskets? Do they include a lot of products other than gourmet foods? Do your loyal customers come back for your clever designs that include lots of enhancements and accessories, or do they buy the “basics”?

• Try a variety of designs that show the range of baskets that you can offer, then beef up your line with those types of designs that your customers prefer.
• On the other hand, don’t be afraid try something new! Even if your customers continue to order “old favorites”, you never know when one of your new, unique basket designs may become a “new favorite”!

Third, think about “how” your best customers buy. Do they like to come to your store and look around or do they prefer to order by phone?

• If you find out that customers like to come into your store, watch them carefully when they arrive. Do they like to browse? If so, what makes them stop and look? Do they like to talk with a particular salesperson? If so, what does that salesperson do that is unique? Answers to these questions can give you a lot of insight about how you might want to set up your displays or how you might want to train other salespeople.
• If you find that your best customers like to order by phone, think about preparing a “cheat sheet” for phone sales. It’s hard to be a creative salesperson on the phone! Your phone sales might increase if your staff has a “script” to follow that helps them describe basket contents and design options.

There’s an endless number of questions you can and should be asking yourself about what works best in your business. But don’t depend on your instinct alone. Look carefully at your regular customer’s buying habits. You may start to see certain patterns that give you insight as to why they keep coming back. This can help you start to find your unique business identity and can be the basis for future marketing efforts.

Pay attention to your customers who keep coming back. They are telling you a lot that can help you grow your business.

Entry Filed under: Business Tips