From the NRF BIG Show: 10 Tips for Small Brick-and-Mortar Retailers to Increase Sales

3. Take inventory of your employees. Do you have the nicest employees in the world? Is there at least one employee that you should have fired months ago? If so, what are you waiting for, Ratner pleaded. You’ll sleep better once you do, he added. Treat your employees correctly first, and you’ll create a culture where they’ll do anything to ensure customer satisfaction.

Pay for items in your store as any other customer would, Ratner said. This sets the right example for your employees. Another way to accomplish this is by chipping in with little chores around the store — sweeping up, taking out the trash.

4. Spend a few dollars to spruce up your store(s). You don’t need to spend a lot of money, Ratner stressed. A little paint, Windex and dusting go a long way. Pay special attention to the cleanliness of your bathrooms.

5. Review all of your business expenses, particularly credit card processing charges. Ratner commiserated with the other retailers in the room who said they’re frequently contacted by credit card firms to sell their services, but he said the only way to compare rates is to get others. Give them a copy of your latest statement, Ratner advised, and ask them what it would cost you if you were working with them. You'll save a ton of money.

6. Be maniacal about preventing out of stocks. Don’t let a consumer out of your store empty handed, Ratner said. If you do, they’re likely to never come back. Have a disaster plan in place for when a product isn’t available. This includes delivering products to a customer’s home when the product comes back in stock, as Dave’s has frequently done in the past. Ratner has his employees sign two pieces of paper when they come to work for him:

• that they’ll treat customers so well that they’re likely to recommend the store to their family and friends; and
• that they have the ability to solve a customer problem on the spot without asking for help.

7. Look around to see if you can find a better location or renegotiate your current lease. With the real estate market still struggling, there are some really good deals out there to be had, Ratner noted. He should know — Dave’s Soda and Pet City just opened up its fifth location. All the big retailers have been doing this for the last two years, Ratner said. It’s time for the little guys to get in on the action. Call your landlord today to see if you can get a better deal, Ratner advised.