Keeping Customers During a Renovation

Your sales don't have to fall victim to the demolition zone

By Jackie Larson

The good news is, your storefront's getting a major facelift. The bad news is, reconstruction efforts can leave your customers confused and inconvenienced if you don't do something about it. If it's not practical to close up shop while the hammers fall, planning ahead can protect your business against dips in traffic and sales.

Here are three reasons to make every effort to keep customers happy:

If they can't find you, they will find someone else who can supply the product or service in the short term — and they may form an attachment for the long term.
Declining sales may leave you short of resources to take advantage of the completed renovation.
Out of sight, out of mind could impact you with a serious loss of your share of the market.

Roll out special sales and incentives

Consider special promotions and clearance sales. If you have a customer mailing list, write notes and offer a discount for returning during construction. For those who brave the wasteland, offer them a discount for their next visit.
Try: Check out email promotion ideas at Marketing 411. Order full-color, custom postcards at Vistaprint to publicize sales incentives. Sign up for a free e-zine on customer service from Merchandise Concepts.

Map out new routes and use signs

Help customers find the shortest, safest route through the construction debris using signs. You may need a big banner to attract attention amid the confusion.
Try: Order signage like "Pardon Our Mess!" and "This Way!" at Online Sign Shop. Increase visibility with vertical flags from Wind Wavers.

Be optimistic with customers

Train staff to apologize for any inconvenience, be empathetic to customers and be positive about how great the changed facility will be. Work on a script to help staff know what to say.
Try: Order Lloyd Finch's "Twenty Ways to Improve Customer Service." Get advice on defusing angry customers at Customer Service Zone.

Proactively plan for the interim and the future

Form an interim business plan to deal with the construction and let staff in on it. If the changes are longer-term — major roadwork, or a bypass that is taking traffic away, fight creatively for market share.
Try: Look into creatinga Web-based store at ShoppingCartsPlus to offset losses at your brick-and-mortar location.

Make the most your renovated space

Advertising, mailing lists and sales may bring new customers as well as those who may have drifted away during your challenging construction time.
Try: Try using Microsoft's list of customer service ideas.

During renovation and construction, put safety first.
Include brief directions in advertising or phone conversations.
Check with your local government before ordering new signs.
Order disposable paper overshoes and place them by the door.
Keep in touch with the project foreman. If it makes sense to hang a "Closed for Renovation" sign, publicize plans for reopening as soon as possible.
Throw a party when you reopen.
Work with inconvenienced fellow merchants to attract business.