RETAILOBSERVER.COM MARCH 2015
6
Moe Lastfogel
moe@retailobserver.com
Moe's Musings Views
Happy Retailing,
I
n today's economy, you can no longer get by with just the basics. By this,
I mean people want fries and a sundae with their burger—the works!
Delivery, installation and warranties have been our fries and sundaes for
years, but if we were to offer sprinkles, whip cream and a cherry on top with
the order, how do you think customer loyalty would grow?
Delivery is simple. You schedule an appointment, drop off a box, and
sometimes install the product—no problem. How about offering "White
Glove Service"? A uniformed installer, carpet runners, shoe covers, and
yes, white gloves. Add a small vacuum and clean-up after the installation
and boom!—the customer gets the works.
How many times have you received a call from a client who didn't
understand how to use their new product? In-store classes are a great
side order. Offer once a week, bi-monthly, or monthly classes on
convection or induction cooking, or roasting and baking. Many distributors
or manufacturers would aid in making these classes happen if you used
their products. Offer these classes to potential customers and to those
who have already purchased a product. Heck, if the order was big enough,
send a personal chef out to teach them in-home. This offer can also be a
money maker if you offer it as a package line item.
The ideas are endless as to how to make the customer's experience
different from that of the box store. That's one of the biggest advantages
you have as an independent retailer. Think outside of the box, and add that
cherry on top of the sundae to make your customer think that they've just
received the best product offering ever. Let's face it: a box is a box, it's how
you present it that makes it—and your business—special.
ADDING A
CHERRY
ON TOP—
The benefit of offering
extraordinary service
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