Tour Buses - My Opportunity for Profit!
Tour Buses - My Opportunity for Profit!
I was managing an outlet sportswear and footwear store in Hamilton, Ontario. We sold name brand merchandise and shoes below manufacturers suggested retail prices before it became fashionable. Often, we purchased end of lines or discontinued items. Great names at low prices!
However, our store was off the beaten track when it comes to traffic and location. We occupied an old warehouse on the eastern edge of the downtown core. Our front windows faced a vacant lot with the bus station just beyond that. On Saturday mornings we'd watch the police escorting the Friday night catch of prostitutes being escorted onto the buses, and then out of town.Yeah, it was that kind of neighborhood!
Still, business wasn't bad, but it needed to get better. A phone call changed everything!
It was a slow mid-week day in May. The sun was shining, and the temperature was perfect. Few people were visiting our store. The phone rang with a somewhat desperate voice on the other end. It was a tour bus driver. He had seen our miniature ad in a travel brochure highlighting discount stores. His tour was wrapping up early and he was going to have about two hours to fill. He wondered if he could bring his bus to our store, so his passengers could shop for a couple of hours.
I was stunned! Sure, I said, who are your passengers? Sixty seniors, all women, he replied. He then told me what time he would be arriving. I had a couple of hours to prepare.
First, I called in a part-time employee to work a few hours, just in case. I then contacted a local Tim Horton's donut shop and ordered a variety of sweets, muffins, 2 carafes of coffee, and one with hot water for tea. Milk, cream, sugar, sweetner were also made available.
No sooner did the Tim Horton's order arrive when the tour bus pulled up. Show time! I climbed aboard all smiles and greeted everyone. Using the public address system I outlined the various types of athletic footwear and sportswear we offered. I briefly described some items with great excitement. "Can you imagine? Brand new all leather Reebok athletic shoes for only $29.99!" "Nike nylon track suits, assorted colors and sizes, for as low as $29.99!" I mentioned the treats, and with a wave of my arm I shouted, "Well, come on in!"
To put it mildly, the next two hours were pure bedlam! We did in two hours what an entire Saturday would take. Sales were amazing!
I went over to the driver, who also made purchases of his own, to thank him for bringing everyone to the store. He asked if he could make it a regular stop on his tour. Yes, of course, I insisted. Not only that, other drivers started to call and drop by, as well. Each time we did the same thing. Coffee, treats, a quick welcome and description over the bus PA system, then got out of the way!
No doubt the small ad helped. However, more was at play here. We greeted our new customers with some treats, as they may have been hungry. Each bus load was warmly and genuinely welcomed. Additional staff added for better customer service. We were pleased to serve them! The tourists were happy, the drivers were happy, and we were ecstatic!
I was managing an outlet sportswear and footwear store in Hamilton, Ontario. We sold name brand merchandise and shoes below manufacturers suggested retail prices before it became fashionable. Often, we purchased end of lines or discontinued items. Great names at low prices!
However, our store was off the beaten track when it comes to traffic and location. We occupied an old warehouse on the eastern edge of the downtown core. Our front windows faced a vacant lot with the bus station just beyond that. On Saturday mornings we'd watch the police escorting the Friday night catch of prostitutes being escorted onto the buses, and then out of town.Yeah, it was that kind of neighborhood!
Still, business wasn't bad, but it needed to get better. A phone call changed everything!
It was a slow mid-week day in May. The sun was shining, and the temperature was perfect. Few people were visiting our store. The phone rang with a somewhat desperate voice on the other end. It was a tour bus driver. He had seen our miniature ad in a travel brochure highlighting discount stores. His tour was wrapping up early and he was going to have about two hours to fill. He wondered if he could bring his bus to our store, so his passengers could shop for a couple of hours.
I was stunned! Sure, I said, who are your passengers? Sixty seniors, all women, he replied. He then told me what time he would be arriving. I had a couple of hours to prepare.
First, I called in a part-time employee to work a few hours, just in case. I then contacted a local Tim Horton's donut shop and ordered a variety of sweets, muffins, 2 carafes of coffee, and one with hot water for tea. Milk, cream, sugar, sweetner were also made available.
No sooner did the Tim Horton's order arrive when the tour bus pulled up. Show time! I climbed aboard all smiles and greeted everyone. Using the public address system I outlined the various types of athletic footwear and sportswear we offered. I briefly described some items with great excitement. "Can you imagine? Brand new all leather Reebok athletic shoes for only $29.99!" "Nike nylon track suits, assorted colors and sizes, for as low as $29.99!" I mentioned the treats, and with a wave of my arm I shouted, "Well, come on in!"
To put it mildly, the next two hours were pure bedlam! We did in two hours what an entire Saturday would take. Sales were amazing!
I went over to the driver, who also made purchases of his own, to thank him for bringing everyone to the store. He asked if he could make it a regular stop on his tour. Yes, of course, I insisted. Not only that, other drivers started to call and drop by, as well. Each time we did the same thing. Coffee, treats, a quick welcome and description over the bus PA system, then got out of the way!
No doubt the small ad helped. However, more was at play here. We greeted our new customers with some treats, as they may have been hungry. Each bus load was warmly and genuinely welcomed. Additional staff added for better customer service. We were pleased to serve them! The tourists were happy, the drivers were happy, and we were ecstatic!
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