Saginaw, MI, Aug. 6--Retailers offering workshops, how-to clinics and similar services for free builds customer loyalty--and sales, experts say, according to the Saginaw News.
The nation's weak economy has prompted businesses to look for new ways to lure customers, and giveaways seem to work, said Ellen Tolley, spokeswoman for the National Retailers Federation in Washington, D.C.
"In a sluggish economy, everyone likes getting something for free, and retailers are aware of that," she said. "By being creative with their promotions and sales, they are increasing traffic and store sales."
Tolley said free services also spark purchases of merchandise unfamiliar to consumers.
"Customers may learn of products they might not have known existed," she said. "They also learn that some products they may have thought were complicated aren't as hard as they think."
Besides practicality, workshops appeal to customers because they receive personal attention that's often lacking during regular shopping.
"Fifty or 60 years ago, you would walk into a store and the owner would meticulously go through a product to make sure you knew how it worked," Tolley said. "Today, retailers don't do that, leaving the customer feeling isolated and confused."
West Side Decorating Center, in Saginaw, sponsors a series of single evening do-it-yourself clinics in the spring and fall.
Owner Gary Fahndrich isn't shy about the purpose of the instructional meetings.
"We want their business," he said. "We've been doing this for about 15 years. We feel like once we get them through our doors with good instruction and quality products, they'll purchase with us."
Two-hour workshops on painting and wood-finishing are among West Side's offering, Fahndrich said.
"It builds customer loyalty," he said.
Saginaw resident Jim Gray is one such faithful consumer.
He loaded wood unto his pickup truck after shopping at Lowe's. Gray said what he learned at a hardwood flooring clinic bolstered his trust in the home improvement retailer.
"It was great," said Gray, 38, who works in retail sales himself. "Of course, when I got ready to do my floors, I came to Lowe's."
David Cadman, 35, of Clinton Township is a builder, but opted to let Home Depot teach his children how to construct birdhouses and step stools.
Home Depot offers "Kid Workshops" for children six to 12 every first Saturday of the month.
Since 1997, children have built more than 7.3 million projects. Toolboxes, treasure boxes, picture frames, bubble gum machines and banks are among items children have built.
"It's well orchestrated," Cadman said.
"All the tools are laid out, and I'm able to work with my kids, and it's free."
