You’ve seen it a thousand times. A customer walks into your store and starts looking around. You ask if you can help them and they say they’re “just looking.” 

Then you watch as the customer picks up an item, whips out their smartphone, and instantly checks the price you have versus 1,000 other places that they could buy it from. 

It’s frustrating, but that is reality today. Research suggests that consumers are generally willing to switch brands or providers for savings as low as 5%! This figure can vary widely, however, depending on the context of the purchase and/or product. For example, in industries with high competition or low brand loyalty, consumers may be more sensitive to price differences and willing to switch for even smaller savings.

The good news, though, is that there are ways that you can at least minimize price shoppers.

If you're running a retail store catering to firearms, shooting, and outdoor supplies, you're probably no stranger to the challenge of price shopping. In today's market, where comparison shopping is just a click away, it's crucial to find ways to keep your customers loyal and satisfied beyond just the price tag.

Let's dive into some strategies to make your store the go-to destination for your customers. 

Research and Compete 

First things first – knowledge is power. Before you set your prices, do your homework. Research what your competitors are offering. Dive deep into the online and offline market to get a comprehensive understanding of the pricing landscape. 

When it comes to online price comparison tools, there are several options available, each with its own unique features and strengths. 

Here are four of the top contenders: 

Google Shopping Google Shopping is a powerful and often the easiest tool for searching products across various online retailers and comparing prices. Simply enter the name of the product and Google will display a list of options along with their prices, ratings, and reviews. 

PriceGrabber

PriceGrabber is a popular price comparison website that aggregates product listings from thousands of online retailers. Users can search for products by category or keyword and compare prices from multiple sellers. PriceGrabber also provides helpful features like price alerts and product reviews. 

ShopSavvy 

ShopSavvy is a mobile app that allows users to scan barcodes or search for products online to compare prices across different retailers. The app provides real-time pricing information and notifies users of any available deals or discounts. ShopSavvy also offers cashback rewards for certain purchases.

Honey

Honey is a browser extension that helps users find the best deals and discounts while shopping online. In addition to automatically applying coupon codes at checkout, Honey also offers a price tracking feature that notifies users when prices drop on items they're interested in. Honey works with a wide range of online retailers, making it a convenient tool for savvy shoppers. Now, you may find this discouraging at first, but you have a distinct advantage in many of these cases — you can actually speak directly to the customer! Remember, it's not always about undercutting everyone else’s pricing that will win you the sale. There are some prices that you just won’t be able to match due to your costs of doing business. You will always need to find a balance between competitive pricing and maintaining your store's profitability, rather than joining the “race to the bottom” against Amazon or some other giant retailer that will only result in you losing money. 

You can, however, sometimes gain value in exchange for profit margin. Valuable things like email addresses, cell phone numbers, or both, birthdays, and a survey letting you know exactly what that customer likes and enjoys will bring you big payoffs in the long run. Combine this with an effective customer relationship management software, and you can sell exactly the right products to the right customers at the right time. Once you've got the lay of the land for pricing, set your prices strategically. Make sure to highlight the value that buying products from you offers, whether it's superior quality, unique features, or exceptional customer service before and after the sale. Communicate this value clearly to your customers so they understand why your prices might be slightly higher than elsewhere. 

The key here is to highlight the advantages while doing your best to not mention price. 

Add Value 

 As a student of the sales and marketing world for over three decades, I’ve seen hundreds of articles, studies, and reviews of what the most powerful words in marketing are. There is one word that stands out regardless of comparators … FREE! 

The word "free" has an irresistible allure in advertising and marketing. It triggers a psychological response in consumers, making them perceive added value and feel more inclined to take action, whether it's making a purchase or signing up for a service. When it comes to big ticket sales, sweeten the deal by offering bonus or free items. Whether it's a complementary accessory, extra ammunition, or a free maintenance service, these little extras can make a big difference in swaying customers to choose your store over the competition. Think creatively about what bonus items would complement your main products. For example, if someone is purchasing a firearm, throw in a free gun cleaning kit or a box of premium ammunition. Offer a discount on a scope for that day only and make it a legitimate discount. Not only does this add immediate value to the purchase, but it also enhances the overall shopping experience, leaving customers feeling appreciated and satisfied.

Personalization is key in marketing, and using the word "you" directly addresses the individual customer, making them feel seen and valued. It creates a connection and invites engagement. Here are some other words to use to both increase your dollars per sale and condition your customers to shop with you.

 People are naturally drawn to novelty and innovation. Using the word "new" in marketing creates a sense of excitement and curiosity, enticing customers to explore what's fresh and different.

Scarcity is a powerful motivator in marketing. When something is presented as "limited," it creates a sense of urgency and fear of missing out, driving customers to act quickly to secure the opportunity before it's gone.  Everyone loves a good deal. The word "save" taps into the desire to get more value for less money. Whether it's saving time, money, or effort, this word highlights the benefits of the product or service, making it more appealing to consumers.

Build a Club There is a reason credit cards offer rewards and airlines offer frequent flyer miles. That reason is a significant increase in spend per customer and spend per sale. 

Want to make your customers feel like VIPs? Consider building a buyer's club for your store. Offer exclusive perks and benefits to members, such as early access to sales, special discounts, or members-only events. Creating a sense of community among your customers can foster loyalty and keep them coming back for more. Encourage members to engage with each other in a “members only” forum on your website, share tips and tricks, be featured in the store or on store marketing, and participate in group activities special events such as “rewards days” with special pricing, member events like lunches and dinners, or outdoor adventures like camping get togethers. To sweeten the deal even further, offer a loyalty rewards program where members earn points for every purchase, which can be redeemed for discounts or freebies. This not only incentivizes repeat business but also encourages customers to spend more with each visit. 

Elevate the Experience 

In a competitive market, it's not always just about selling products – it's about providing a memorable and comfortable shopping experience. As a store specializing in firearms, shooting, and outdoor supplies, there are plenty of value-added services you can offer to differentiate yourself from the competition. One way to enhance the shopping experience is by providing expert advice and personalized recommendations. Hire knowledgeable staff who are passionate about the outdoors and can offer valuable insights to customers. Whether it's helping them choose the right firearm for their needs or offering tips on improving their shooting technique, personalized service goes a long way in building trust and loyalty. 

Another value-added service you can offer is firearm and/or gunsmithing services. Partner with local gunsmiths or manufacturers to offer custom modifications, engraving, or upgrades to your customers’ firearms. This can be something as simple as mounting a recoil pad to engraving someone’s initials on their gun. This allows customers to personalize their purchases and create truly one-of-a-kind pieces that reflect their style and preferences. 

Additionally, consider offering free or discounted training or educational programs for customers of all skill levels. Whether it's basic firearms safety courses, advanced shooting classes, or outdoor survival workshops, providing educational opportunities not only adds value to your store but also helps customers develop their skills and confidence in their hobbies. And let's not forget about the importance of the convenience of having them in your store several other times, offering multiple selling opportunities. Offering services like gun cleaning and maintenance, firearm storage, or even equipment rentals can make the shopping experience hassle-free for your customers. By providing all-in-one solutions at a reasonable price (or even free), you become not just a store, but a trusted partner in their shooting and outdoor adventures.

Price shopping may be a challenge in today's market, but with the right strategies, you can keep your customers coming back for more. By doing your research, adding value to big ticket sales, building a buyer's club, and offering value-added services, you can create a shopping experience that is second to none. So, gear up, get creative, and make your store the ultimate destination for your local outdoor and shooting enthusiasts.