COUPONS...the reason I buy so much at Joann's is COUPONS, COUPONS, COUPONS Monthly.
Classes that are not so costly. I give classes at a local shop and try to charge low amts. I personally would love to take more classes from others just to get out and meet people but when I see the price...Pls you show someone a technique and sit there while they work...no need to milk them.
Yes, friendly employees...I go to another shop where they barely look at you and you almost have to beg them to cut a yd of fabric...I rarely go there just when I'm in the mood to deal with that type of atmosphere.
Carry allot of Theme fabrics...I do scene's and you don't know how frustrating it is to go from shop to shop and maybe finding a rock fabric or a wood scene etc...Novelty also.
Encourage your customers to bring in their final products to show. The place where I teach is the best...Friendly, almost family atmosphere and everyone gathers to see what you bought in customers, workers.
Produce a newsletter via email each mth to your customers...this place also does that and she tells personal stories, schedules for classes, sales and new arrivials...
Hope that helps