“The experience a customer has of your store is ultimately one of the most vital things they will remember about their visit, influencing everything from whether or not they choose to return, to how they describe the business to others. It is therefore essential for every retailer, no matter how large or small, to make sure that anyone who comes to their outlet has the most enjoyable and pleasant time in their premises as possible.

“Nowadays, it is often the littlest things that can make the biggest differences and sometimes something as simple as taking the time to acknowledge a customer when they walk into your store or merely acknowledging their presence with a smile, could be all it takes to transform a one-time shopper, into a life-long one. At the end of the day, it doesn't matter how great, diverse or innovative your product range might be, if your customer service isn't up-to-scratch, people will simply take their business elsewhere.

“Small gestures, such as saying hello when they enter the store and enquiring whether they need any help during their visit, will ensure customers are made to feel welcome and create a pleasant atmosphere that will encourage them to spend. Of course, with the Christmas season fast approaching, it can be easy to get caught up in the madness of it all, but it's important to make sure that no matter how busy your shop gets, you always take the time to acknowledge every visitor.

“Remember, in today's climate, customers have a wider range of outlets to choose from than ever and the fact that they have chosen to make their purchases from you and not the business next door is something they will expect to be thanked for. So make sure they are made to feel as valued, welcome and important as possible, ensuring you go above and beyond what they are likely to expect from you.

“During the Christmas season, it can be tempting to take on temporary staff and while this can be hugely beneficial in terms of ensuring people are served well, it's important to ensure they represent the company well. Remember, customers won't know they are not permanent employees and the more effort you put into ensuring they are adequately trained and fully briefed on the standard of service you expect, the better the impression they create will be.

“As with any particularly profitable time of year, it's important to remember that the number of people visiting your shop is set to rise significantly over the next few months, meaning people will often have to wait much longer than they usually would for their purchases. While there is little you can do to avoid this, there are ways you can make the experience far more pleasurable – letting them know you will be with them as soon as you can, for example, or by simply acknowledging their existence with a smile.

“Last but not least, make sure you invest in as many types of feedback as you can, whether it be through putting together your own surveys and speaking to your customers one on one, or by inviting mystery shoppers to come and do an assessment of the store. This will ensure you are made aware of any areas you need to improve on and give you an opportunity to view your business through some one else's eyes."