Most brick and mortar stores focus on drawing two primary audiences: existing customers and prospects.

An often-overlooked opportunity lies in your inactive customers.  Since these customers have shopped with you before, it’s easier to win their affections than it is to convince individuals who have never shopped with you in the past.

With a little effort, you can have your old customers remembering the shopping experience that you offer in your store. Here are some ideas to get them thinking about you again:

1. Send them a gift. Customers love to feel appreciated and everyone loves an unexpected gift. Extending incentives to inactive clients can make a big impact.  An exclusive gift for inactive clients makes an even bigger impact because it feels personal and direct. Make sure to include a message that acknowledges their absence, like "We miss you!" or "We'd love to see you again!" Send the gift via email or text message. If you personalize the message with their name, it can boost your response significantly.
2. Write a handwritten note. Retail marketing has become largely digitalized and automated.  It can be a challenge to convey your sincerity in a sea of other promotional emails.  Taking the time to handwrite a personalized note to your past customers demonstrates their worth and your dedication to preserving the relationship.  A simple personal touch can make a major impact on a customer's decision to return to your location. Keep the note friendly and let the customer know what you think they'd love in the store. Customize suggestions and let them know that their absence has been noted. Include a special offer or service to make them feel even more exclusive and appreciated.
3. Invest in online advertising. Use Google, Facebook and Instagram ads to jog your clients' memories. Something as simple as a visual can get them thinking about their next visit.

Don't let inactive customers remain stagnant any longer. Spark their interest and rekindle the relationship.  Show them that you value their business and your efforts will pay off.