Turn feedback into fuel for your shop

By Kathy Cruz

Turn customer feedback into fuel for your gift shop.

In the hustle of peak season and nonstop transactions, it’s easy to overlook one of your most valuable business tools: your customers’ opinions. But in the world of tourist retail, where trends shift quickly and first impressions matter most, gathering feedback and acting on it isn’t just smart, it’s survival.


Whether you sell cheeky magnets, locally made candles or destination tees, here’s how you can use feedback to stay fresh, relevant and profitable.



1. Ask while the memory’s fresh.

Tourists appreciate feeling heard — it adds to the memory of their visit. Remember, timing is everything with feedback!


If a customer just had a great (or not-so-great) experience in your shop, ask them about it before they forget.


Keep it simple:
  1. Place a QR code by the register that is linked to a one-question survey
  2. Send a follow-up email with a quick “How’d we do?” prompt
  3. Have a chalkboard in the store asking, “What did you love? What should we add?”


"If you’re willing to listen, your customers will help steer your shop exactly where it needs to go."


2. Look for patterns, not perfection.

You don’t need 1,000 reviews to see what’s working. Are multiple people commenting on how fun your store is but also saying it’s hard to navigate? That’s a nudge to improve your layout. Did someone ask, “Do you have this in kids’ sizes?” three times last weekend? That’s market research, gift-wrapped just for you.


One-off comments? Take note, but don’t overreact. Repeat requests? That’s a good indication of where change needs to happen!



3. Improve but keep your secret sauce.

Not all feedback should lead to change. Tourists might suggest you stock generic travel items or drop your quirky vibe, but that’s what makes your store unique. The goal isn’t to become vanilla, it’s to improve without losing your flavor.


Use customer feedback to enhance, not erase, what sets you apart.



4. Show you’re listening.

When you bring in a new product or rearrange your store’s layout, let your customers know. Post signs or stories that say, “You asked, we listened!” It builds trust, shows humility, and encourages more feedback. Customers love knowing their voice matters — even if they’re just passing through.



Adapting to customer preferences doesn’t mean chasing every trend; it means being tuned in, nimble and open to evolution.


Tourist traffic may ebb and flow, but feedback gives you a compass. If you’re willing to listen, your customers will help steer your shop exactly where it needs to go.



Kathy Cruz is a retail business coach and host of the Savvy Shopkeeper Retail Podcast. Reach her via email at: kathy@savvyshopkeeper.com. Learn more on her website, www.savvyshopkeeper.com and Instagram @savvyshopkeeper.