A customer walks into your store.
No, it’s not the start of a joke or a limerick. It’s what happens to me more frequently than I care to remember.
In this case I’ve walked into a retail store and the item I wanted was out of stock. Let’s say it was some clothes for my teenager.
Do you have a computer set up on the sales floor where I can go and order that item? Because if you don’t (and assuming you won’t special order it) I’m going to your competition to buy.
What I, as a customer, would like to see is a computer or kiosk set up so that a salesperson can help me special order what I need. That salesperson should receive the same commission on that Web sale as she would if she had the item in the store. If you don’t incentivize the sales person, she’s not going to point me towards the computer.)
You still make the sale and my customer loyalty to you is strengthened. Especially since you’ve just saved me hours of shopping.
As opposed to the other option, where all too frequently I’m forced to go to your competition to find the item.
Lagniappe: Have the item delivered to the store and you’ll have a second opportunity to make a sale to me when I come pick it up.
Follow me on Twitter. I’m txglennross