It's October and the holidays are just around the corner.   There are no gifts greater for the independent retailer than bountiful sales and happy customers.   Here are four effective ways to help you mark "a successful selling season" off your holiday wish list:

1) Use e-mail marketing.    A recent podcast interview between journalist Karen E. Klein and Luc Vezina of Campaigner, an e-mail marketing firm, goes over the myriad benefits of this strategy.  To paraphrase:

"ROI for e-mail marketing is unbelievable; the direct marketing association says that for every dollar you spend on e-mail marketing you should generate about $48 in sales.  That's pretty good in comparison to other on-line and off line tactics that are out there.  It is inexpensive and effective. "

Should you want to listen to all the insightful suggestions, you can download the full interview here: http://www.businessweek.com/mediacenter/podcasts/smart_answers/smart_answers_09_23_08.htm

2) Get a web presence.  I know I keep mentioning this, but everywhere I turn I see articles about it.  Developing your on-line presence provides your customer with a way to research their purchases before actually making the trip to your store.  It often also encourages the sale right then and there because of the  customer service and ease of shopping the internet provides.   Here are two articles that speak to just that:  http://www.floridatoday.com/apps/pbcs.dll/article?AID=/200809100108/BUSINESS/809100308 ; http://www.entrepreneur.com/ebusiness/gettingstarted/article197198.html

3) Provide samples.   I understand this is difficult to do for a gift and home furnishings store, but I have often found myself wandering through a store, debating on what or if to buy, when I come across a sample to try.    More often than not, I find I end up buying what I sampled because it really is that good.  Sampling also keeps me browsing around the store for longer and, while wandering around nibbling, I often find something else that I end up purchasing.   Remember to make sure you buy something great, particularly if gourmet food isn't a normal product that you carry.   http://www.brandweek.com/bw/content_display/news-and-features/shopper-marketing/e3i32e9c3e84ea86c79e3ae157688c1ad0a

4)  Keep your inventories lean.   But have those products that are really hot right now and that fit in with the merchandise you already carry.  This article attests to this and offers a number of other helpful ideas on how small stores can lure customers in this holiday season. http://www.businessweek.com/smallbiz/content/sep2008/sb20080923_483743.htm.  

All in all, product is king.  Without the right product for your customer, it will be hard to sell anything.  To this point, a customer wrote me last week about how great it would be if we started a blog or board about what is selling.   I would love to hear from you on what is selling in your store and let us know if you would be interested in us starting a blog or message board about it.