Whether these shoppers are those who seek affordable gifts or those who need to come up with extra cash for something on their special someone’s wish list, you shouldn’t let them disappear from your shop until next holiday season.
If you can turn these holiday customers into year-round customers, your pawn shop will be in better shape throughout the entire year. But how does one do this?
Well, in this post we are going to give you specific pointers for how to turn holiday pawners into repeat customers, which will help you clear inventory throughout the year and bring in more revenue.
Continue reading to learn how to do this.
Holiday shoppers are often scatterbrained. While the holidays are supposed to be a happy time, many people experience an increase in stress. Increased obligations, bustling crowds, nonstop holiday advertising and the social pressure tied to that often wears on people.
On top of that, they’re preoccupied with party planning, concerned about having enough money to buy gifts, and worried about how much their loved ones are actually going to enjoy they gifts they buy.
This is all to say that holiday shoppers have less attention to give you during the holidays.
This affects you as a pawnbroker because the new shoppers that enter your store during the holiday season might not remember the great experience they had at your shop as they would during other times of the year. And this means they might never go back to your shop.
To combat the smaller attention span that plagues the holiday season, we recommend giving your shoppers a card that incentivizes them to come back in the New Year.
On this card, message a great offer that requires them to save the card. And make the offer impressive enough that they will safeguard that card and keep it in plain sight to remember to go back. This offer should be better than anything you offer at any other time of the year.
Turning a new customer into a repeat customer is worth it. You’ll see!
Many marketers will tell you that educating a customer will eventually influence them to take action. The same rule applies to your pawn business.
For each and every customer who comes to the register during the holiday season, you should have your staff telling them about the types of items that pawn for the most money. This will catch a customer’s attention, and perhaps what was originally supposed to be a one-and-done mission will now get their gears turning about what other items they could pawn or sell.
The goal here is to put that bug in their ear so that they come back into the shop in the future. The more you can get them in the habit of entering your store, the more familiar a place it becomes, and the more opportunity you have to establish a relationship with them.
We’ve mentioned this tactic time and again in PawnGuru blog posts geared toward pawn shops, and this is because it’s an extremely effective way to keep in contact with customers once they leave your shop.
This is as simple as buying a pad of lined paper, labeling columns for name, email address, and the date. Then, place this on your counter along with a pen and a little sign or note they can see near the cashier.
The note should communicate that they will get X% off their next purchase (or their current one) or that they will receive another special offer if they sign up for the email list.
When January rolls around, make sure you email your list to remind them they have the discount to use on their next visit, or to come into the pawn shop to pawn something. This will be during a time they might need more cash.
This will help you to get your customers returning to your shop in the new year.
David Stiebel is one of the cofounders of PawnGuru. David was educated at MIT, where he studied Math. He subsequently worked at Bain as a data scientist before starting PawnGuru in 2015. He started PawnGuru to build a better tool for pawn shops and consumers to connect.More Articles