RETAILOBSERVER.COM MARCH 2019
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 more than just the products you are selling.
They want delivery, installation and warranties all served with a smile.
How do you think your customers' loyalty would grow if you met their
wants and desires?
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 how to use and integrate SMART
products. 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 or tech 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
extra feature 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.
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