Tip # 1: Provide a Child Friendly Environment
The first step is to provide a safe, child friendly environment, allowing you to keep those customers in the store longer and provide them with a superior level of customer service.
Firstly, ensure there is a safe play option available to keep children occupied.
Chairs, tables, crayons and loose toys are not a good idea. They can be a choking hazard to children and a tripping hazard to adults, as well as being a nuisance to keep clean and tidy. You also have the ongoing cost of continual replacement. Unfortunately not all toys sold conform to Australian Standards either, which presents an added liability. So, stay away from the toy box full of one-armed Barbies and germ-ridden teddies. Not only is it a legal and OH&S threat to your business, it is more of an insult to your customers, rather than an attempt at great customer service.
You can find some options available at www.childfriendly.com.au or ask us about other play options available.
Tip # 2: Train your staff to use play equipment as a sales tool
When a customer comes in to the store with children, it is often difficult to engage them in the sales process because they are distracted by their kids. Because some sales staff believe they won’t get a sale from a customer with kids in tow, parents are sometimes ignored or made to feel unwelcome.
Having a safe play solution in-store gives your sales team the opportunity to open a dialogue with the customer whilst simultaneously offering a greatly appreciated customer service. A good introduction might be: “Hello, how are you. Just want to let you know we have a play panel over here which the children may like to play with while you browse.”
This is a great example of how to turn a browser into a buyer. Without the play solution, that opportunity wouldn’t exist.
Tip # 3: Teach sales staff how to deal with children (and their parents!)
Many sales staff, particularly younger people, have not had exposure to small children and may be uncertain how to deal with a customer who brings kids into the store. Here are few tips you can pass on to them so that they feel more confident, and the customer gets a great experience.
- A friendly greeting to both parent and child goes a long way and doesn’t take much effort.
- When you or your staff greet a child, get down to their level and say hi with a big smile, without getting too close. Children respond to a smile but shy away or get upset if you get “in their face”.
- If the parent is trying something on, ensure the child is in the change room with him or her. Whilst it is not advisable to offer to look after the child whilst mum or dad is changing, let the parent know that you’ll man the exits, just in case there’s an escape attempt! It’ll give them peace of mind just knowing you’re keeping an eye out.
- If a child starts to create havoc in your store, politely let the parent know and ask them to take the child’s hand. Unfortunately, if someone is injured in your store because of the actions of an unruly child, the liability rests with you – the store owner – so it’s in your interests to ensure the parent controls the child. Never touch a child yourself unless the parent has given you permission.
- Keep a jar of little gifts you can give away to kids. Remember, they are your customers of the future so you want them to associate your store with pleasant memories. Lollies aren’t always appreciated by parents and can be controversial, but fun stickers are a good idea – kids love them and they’re inexpensive. Just make sure to get the parent’s permission as the child might be younger than you think and put them straight in their mouth!
Tip # 4: Become known as a child friendly retailer
Becoming a child friendly retailer is another tool you can use in your marketing toolbox to differentiate and promote your business.
Many parents seek out child friendly establishments and there are websites and publications dedicated to helping mums and dads find your store. If you go to our Links page, you will find links to some of these websites.
By putting a safe play solution in your store, you can officially join the ranks of child friendly retailer! At Child Friendly Solutions, we also profile child friendly establishments every month, so why not send us some information on your child friendly policy and we’ll post it on our website.
You can also let your customers know you are now child friendly by putting a sticker on your door or sending them a direct mail piece. It’s also another great reason to contact your local paper with some editorial.
Keep yourself up to date on current trends regarding children and retail by subscribing to newsletters. The Child Friendly Solutions newsletter is a great start. You can subscribe at www.childfriendly.com.au.