I think the phrase “get it” — as in “Some small retailers really get it when it comes to satisfying their customers” — is already a cliché. But in that sentence, the “get it” part is absolutely true, as this New York Times article points out.

I have to cheer when I read about retailers doing the right things to entice customers. Even though they might also sound clichéd, simple things like setting out cookies and cider during the Christmas season shows shoppers that you’re thinking of their personal comfort and joy. And that puts them in a better shopping mood.

But the retailers mentioned in the article go beyond just offering refreshments. They are tuned in to their customers’ wants and needs via email surveys, in-store feedback, private parties, free gift wrapping…the kinds of thing this blog has been advocating for so long — even training you staff to give alternate gift recommendations if certain items are out of stock.

All the tools you need to get in touch with your customers are easy to come by. Online surveys, web page hosting, email blasting and the like are found with a simple Google search. Use those tools to get customers in the door. Then keep them inside by demonstrating how you offer personalized attention that the big-box stores can’t beat.

Just before Christmas, I picked up some clothes from the dry cleaner I sometimes use. I had barely spoken to the owner over the years. But this time, he wished me a merry Christmas and handed me a little bag of candy. I could tell he appreciated my business, and it made me feel good about being his customer.

This holiday season is a good time to remember: All the great store layouts and merchandising tricks don’t mean a thing if your store doesn’t make customers feel like they belong there. It’s up to you and your staff to make it happen — not just this holiday shopping season but all year long. It’s the best gift you can give yourself. Success stories like those in the Times article abound. With a little effort, you can find yourself among them.