Bricks and Mortar retailers are playing catch up in an increasingly knowledgeable and tech-savvy world.
In a recent article in Business Week, retailers big and small are trying new things to ensure store personnel not only offer great customer service, but also are knowledgeable about the products the store sells.
It’s a dog eat dog world and while I’ve talked about training, marketing and customer service before, I was surprised at the lengths retailers are going to in order to woo customers who have a “need it now” mentality.
THE REAL WORLD RETAILING TAKEAWAY
Customers no longer want to visit another store location to get the product they want if their “home store” no longer has it in stock. They’ll simply get on their cell phone right then and there and order it online.
One retailer who took care of me in much the same way was Coach. They were out of stock of the wallet that I wanted. So rather than order it from another location (and cause me to have to return to the store again), they simply went online and ordered it for me. Within a few days, the new wallet was shipped to my house. Now that’s what I call service!
As more and more retailers create unique ways to retain their customers, small retailers need to do the same.
If you’re out of an item, offer to order it from the manufacturer or even an online source and ship it to the customer’s home for them. It may cost you a little money, but this practice is fairly new and customers will appreciate the extra effort.
When I worked for Disney, the Disney Stores were testing a concept where online kiosks in the store allowed customers to shop for thousands of Disney items the store couldn’t possibly stock. That’s a great concept because you can introduce an audience to a whole new world (pun intended) of purchasing options (and gain valuable sales increases).
Take a look at the article. It’s a quick read but offers great insight into customer service, training, marketing and more.
How are you staying ahead of an increasingly knowledgeable audience?