Do You Know the Names of Your Regular Customers?

This post was written after I was thinking about my late dad who was a newsagent.  Despite serving, literally, 1000’s of people a day (it was a busy pitch outside a station in London) he remembered the names of many of his customers (and some of those he didn’t he gave a nickname to like “Green Coat Lady” – no prizes for guessing what that customer wore).  I was always amazed when I was giving him a hand and he not only knew what papers and magazines the customer wanted before they got to the front of the queue but also that he mentioned their name – even if it was only “that’s 35p Dave” or “trains are running a little late Susan”.  Mind you, it probably helped that he had grown up in the area.  So without further ado, here’s the post…

Let’s be honest – running a small retail business is no walk in the park. You’re juggling stock, staff, bills, opening hours, social media, and about a hundred other things all at once. But amongst all the hustle, there’s one thing that often gets overlooked – the people who keep coming back. Your regular customers.

We’re not talking about fancy marketing stats or loyalty card scans. We’re talking about real people that come into your shop regularly. Do you know their names?

Why Knowing Names Actually Matters

At first glance, it might not seem like a big deal. You’re busy, and there are so many faces passing through the door each week. But knowing someone’s name makes a difference. It’s personal. It’s human. And in a world full of massive chains and faceless service, that personal touch is your superpower.

Think about it – when you walk into your local coffee shop and the barista says, “Alright, John same as usual?”, it feels good, doesn’t it? That tiny moment makes you feel seen. Not just another number in the queue.

That feeling is what can keep people coming back to your shop, instead of ordering online or popping into the nearest supermarket.

The Power of a Name

There’s something special about being called by your name. Psychologists have studied this loads, and they all agree – it builds trust, shows you care, and makes people feel valued.

In a small retail setting, this can mean the difference between an infrequent visit and a lifelong customer. If you remember someone’s name, they’re more likely to remember you. And in today’s economy, where every penny counts, building those strong, loyal customer relationships can keep your doors open when times are tough.

Small Shops, Big Opportunities

One of the best things about being a small shop owner is that you actually get the chance to build real connections with people. You’re usually not dealing with thousands of shoppers a day like the big supermarkets. You’ve got a golden opportunity to get to know the folks who choose to come back time and again.

And the best part? Most of them would be chuffed if you remembered their name. It shows you see them, not just their wallet.

How Many Regulars Do You See?

Take a moment to think – how many people come into your shop at least once a week? Once a fortnight? Once a month? Chances are, it’s more than you realise. Even if you’ve never had a proper chat with them, you’d probably recognise their face. You might even know what they usually buy.

So why not go one step further and learn their names?

Tips for Learning Names (Without Feeling Awkward)

Worried you’ll look silly asking someone’s name after serving them for months? Don’t be. Most people will take it as a compliment. But if you’re feeling a bit shy, here are some easy ways to get started:

• Just ask. Next time they come in, smile and say something like, “I see you in here all the time – I should probably know your name by now!”
• Use clues. If they pay by card, their name might flash up on the reader. If they’ve ordered online for click & collect, you might already have their name.
• Listen carefully. If they come in with a friend or family member, listen out – someone else might say their name without you having to ask.
• Write it down. Keep a little notebook or use your phone (just make sure it’s GDPR-friendly!) and jot down names you learn. A quick note like “Sarah – tall, glasses, buys birdseed” can help jog your memory.

Going Beyond Names

Once you’ve got a name, it opens the door to building a stronger connection. If you, and they, have the time, you might find out they’ve got kids, a dog, or they’re planning a holiday. Next time they pop in, you can ask how the holiday went, or if the dog enjoyed the treats.

These little chats don’t take much time, but they stick in people’s minds. You’re not just a shopkeeper anymore – you’re part of their routine, their community.

Does It Really Make a Difference?

Yes, it does. Plenty of studies show that customers are more loyal to businesses where they feel recognised and valued. And when times get tight (like they are now), those loyal customers are the ones who’ll still come through your door when others cut back.

Knowing someone’s name costs nothing, but it can be priceless in return.

Stories from the Shop Floor

We’ve spoken to a few small business owners who’ve seen the benefits first-hand (names have been changed):

Convenience Shop

“There’s a fella named Tony who comes in every day for a roll, a bag of crisps, and a drink. One day I just asked, ‘Sorry, what’s your name again?’ Now we chat every day.   Turns out he is a keen baker, so we swap baking tips. He brings his family in now when he isn’t at work, and they chat to me as well’. Makes my day.”

The Craft Shop

“We’ve got a teenager, Molly, who’s in all the time. Loves crafting. I learned her name after a few visits with her mum when she was younger. Her mum told me once that coming in here is the highlight of Molly’s week. That’s when I knew – we’re not just craft materials. We’re a safe space.”

But What If You’re Not Great With Names?

Let’s face it – not everyone’s got a memory like an elephant. And that’s okay. You’re human! You’re allowed to forget. If you get someone’s name wrong, just laugh it off and try again next time. People won’t hold it against you – in fact, they’ll probably appreciate the effort.

And if you really struggle, make it fun. Start a “Name Game” with your team – see who can learn the most customer names each week. You could even reward the staff member who gets the most right with a free lunch or an early finish.

It’s About More Than Sales

At the end of the day, this isn’t just about boosting profits or pushing loyalty schemes. It’s about being a local business that actually feels local. People want connection. They want to feel like they matter.

And you, as a small business owner, are in the perfect position to give them that. Big brands can’t compete with your warmth, your chats, your personal touch. Use it.

So, Do You Know Their Names?

Have a think. Picture the faces of your regulars. Do you know who they are? What they do? What they care about? If not, why not start today?

It only takes a moment to ask, “What’s your name, by the way?” But the impact of that moment can last a lifetime – for them, and for your business.

Your Turn

We’d love to hear your stories. Do you know your regular customers by name? Has it helped you build your business? Got any tips or funny stories about name mix-ups? Share them in the comments or drop us a message!

And if you’re thinking, “I don’t have time for all this,” just try it with one person. Just one. See what happens. You might be surprised.

Remember – you’re not just running a shop. You’re building a community. And every community starts with knowing each other’s names.