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What's the best way to relocate my consignment shop?
I have a customer base of 500 consignors. After three years at the same location, I need to relocate about 100 miles away for personal reasons. However, this move will also improve my target market via greater demographics. What suggestions do you have for making it go smoothly, without scaring my current customers away?

Asked by Love2Ride
Posted: Thursday, August 28, 2008  |  Found in Sales & Marketing

More answers by Pattie Simone
Answer by Pattie Simone
From what I can tell, you have two challenges: keeping your current consignors onboard and introducing your shop and its offerings to a totally new geographic area.

Regarding your consignors, keep them in the loop with a timeline for your move, outlining the steps you will take to promote your shop in its new location to a whole new client base. If the consignors are mostly located in the same vicinity, give them an incentive to continue to do business with you--perhaps arranging a way for them to combine their shipments to help defray the cost of getting their goods to your new store.

To attract clients to your new store, pursue a number of ways to get your brand and services in front of the folks who will be your best customers. Consider having a multi-day open house, with refreshments and free drawings. Advertise in the local weekly papers, do a targeted direct mail and--above all--make sure you have a well-optimized website, using targeted keywords that are relevant to your products and services.

Look into forming strategic partners who will help advertise your grand opening and other special events on their websites and e-newsletters. Send out an e-newsletter of your own to your current clients, advising them of your move--you never know who they interact with in their networks. Look into and join several networking groups in your new location, and take advantage of online listing opportunities, face-to-face networking gatherings and online paid advertising options.

Best of luck with your venture!
Viral activist and communications guru Pattie Simone is a nationally known business speaker, writer and consultant. Simone is president and chief success strategist at Write-Communications.com and Marketing-Advantage.net, founder of WomenCentric, a sassy women's speaking bureau and a columnist for WomenEntrepreneur.com.

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