One of the biggest challenges facing retailers this holiday season is how to drive more customers to your store and get them to buy your products. Considering the economy, now is the time. It's absolutely critical to reach your customers via email blasts at least once a month. Why? If done right it can lead to increased traffic and purchasing in your store AND your competition is already doing it.

It may seem daunting if you haven't started collecting names, or attempts to collect names in the past were met with little or no success, but one of the biggest successes in the retail industry is Bath & Body Works who was able to collect 10 million names in a shocking three months. How did they do it? They offered customers the chance to receive a free tube of lip gloss for sharing their email address, with the catch being you had to go home and print out the coupon and bring it back. Not only were they able to confirm the email address was valid, but it also gave customers a reason to come back to the store, where, on average, they spent another $25.

Here are six suggestions for email blast content for the holidays:

1. Promote a special offer—even if you discount just one product line by 20%-30%, you'll be giving your customers a valuable reason to come into the store.

2. Talk about new product arrivals—one of the main reasons that customers shop your store is because of the unique mix of products. Feature items that aren't easily found elsewhere.

3. Market a store promotion—let your customers know about fun events you're hosting this holiday season (or start now and promote your fall events).

4. Store classes—invite your customers in for a lesson on trimming the tree or holiday decorating.

5. Content—Deliver valuable ideas, recipes or information. For example, if you sell Polish pottery, include a recipe for a casserole, then make the dish and show an image of it in your email blast.

6. Contests—Hold a contest, like "best decorated tree" or "house for the holidays" (to be judged by your staff). The winner could receive a $100 gift certificate to your store, or a selection of ornaments.

There are many companies who can help you design and send your email blast. Check out this list of email marketing companies from our web editor and get started!

I just read about an interesting research study which found that value-oriented customers perceive some products to have more value when presented with prices that end in the number "9" vs. those with "0" price endings. But a while back I did a blog post about a research study that found that perceived value could be increased when numbers that end in "9" weren't used. So as a retailer, what are you to do, especially if you're trying to position your store as a mid- to high-end shop?

During healthier economic times, I'd suggest sticking with prices that end with "0." However, in light of the fact that everyone seems to be looking for a bargain nowadays you might consider doing some price testing this fall and holiday season, particularly with smaller impulse items.

When I'm traveling, I always make a point of visiting local retailers, not only to observe new retail concepts, but also to see different merchandising ideas and products (and to shop, of course!). On the the island of Oahu, Waikiki Beach is known for its shopping—in addition to the fabulous beaches. The shops are open an average of fourteen hours a day (imagine how much the retailers spend for staffing!), but it's well worth it because tourists spend at least $10 billion shopping every year in Hawaii.

There is a little shopping area called the International Marketplace that I enjoyed visiting. The interesting thing about the cart program is that of the 40 or so vendors, about 30 of them sell the exact same thing! It proves that with the right location, right products and right staffing you can still be successful, regardless of competition.

Last weekend I decided it was time for a new pair of running shoes. For me, shopping for new running shoes is very exciting because it combines two of my loves—shopping and running!

I shop for running shoes at an independent shoe store (one that specializes in runners) because I love their selection and their customer service. And when I was at the register paying for my new shoes, a postcard caught my attention. They're hosting a Diva Event for their female shoppers… wine, cheese and a custom bra fitting.

I think it's a very clever idea for a store promotion, and here's why:

1. Strong design—the postcard has a great design and immediately caught my attention.

2. Informative content—the promotion will include an educational component that is interesting to female runners.

3. Free wine and cheese—everyone loves something for free.

4. Discount—20% off all apparel… second best to something for free is a good discount.

5. Clever promotional concept—what woman doesn't want to be a diva for a night?

Last week I attended a session at our tradeshow geared toward specialty leasing managers. However, one of the speaker's comments really ignited my creative juices and I thought the principle could easily be transferred  to our segment of the retail industry.  

He mentioned that there is a lot of talk among marketers about creating hype for projects they are working on. He described "hype" as promoting something with intense publicity. During the session, I was reminded of a newer concept in retail that emerged several years ago, called "pop up stores."

The concept behind these short-term stores is to create excitement and urgency for consumers to check them out, since they'll only be around for a few days or weeks. Major brand names such as XM Satellite, eBay and Song (an airline) have used this innovative strategy.

How can you create hype in your store? Here are five suggestions:

1. Host a creative promotional event—perhaps sleigh rides at Christmas outside your store and free flowers with purchase the week before Mother's Day.

2. Send out an announcement—send an email blast or postcard when you're unpacking products from a show that have just arrived in the store.

3. Hold a contest—invite customers to come in and guess how many shells are in a jar for a chance to win a trip to Florida (you can purchase discount tickets from any airline for a very reasonable rate), a store gift certificate or a deluxe gift basket of store products.

4. Do a makeover and unveil the results—Close your store for a few days during a slow time, move everything around, paint a few walls, put paper on the windows so no one can see and invite all your customers in to check out the store re-design. (You could even enter GIFT SHOP's annual makeover contest.)

5. Invite a local radio station to broadcast from your store and give away prizes—this is a good PR opportunity and you might attract some brand new customers!

I strongly believe in the power of grass roots marketing to generate business. In fact, one of the retailers we're featuring in the next issue issue of GIFT SHOP utilizes grass roots marketing and actively distributes flyers on the street to bring customers into her store.

Here are five ideas that you should consider implementing to spark sales for the month of April:

1. Attend local networking meetings—Consider joining your local chamber of commerce to network with fellow colleagues in your community.

2. Post messages in local online forums—Our town has a message board where you can comment on what's going on in the community. It's a great place to get involved and subtly promote your store.

3. Hand out and post flyers—Make up an ad or flyer (be sure it looks professional) to post at your local library, gym, grocery store, etc.

4. Launch a 'Refer a Friend Program'—Send out a letter to 200 of your best customers and offer them a gift or store discount for giving you the email address of a friend (be sure to have a good way of getting that address from them). Once you have the emails, do a targeted email blast or a special promotion to encourage them to come and check out your store.

5. Organize a local charity event—By organizing a local charity event (Easter egg hunt, run, golf tournament, etc.) you'll be giving back to your community while raising awareness of your store. A local real estate agency in my town has organized an Easter egg hunt for two years. At the event, they give away four $50 savings bonds (which only costs them $100), they get coverage from our local newspapers and they have a fantastic marketing opportunity to announce over the megaphone that they are sponsoring the event.