Two different small incidents happened over the weekend that drove home a lesson in marketing (raspberries) and a lesson in customer service (tomatoes).
I was driving in beautiful NW summer weather to a neighboring town. About ten minutes into the twenty-five minute drive, I saw several signs on the other side of the street, advertising, in big letters, CHERRIES, $1 BASKET
Wow, I thought – cherries for $1? Preposterous, but it got me curious. I drove on, and vowed to stop on the way back. Once I got done with my errands I did drive back, and looked for those cherries signs until I found them. As I pulled up closer, I saw big baskets of Rainier cherries – only found here in the state of Washington. They are sooo delicious.
I parked, and walked up to the roadside booth. Suddenly I saw three different-sized baskets – tiny, medium, and large. Of course the large basket is what I had my mind on, and the tiny basket is, you guessed it, the $1 basket.
The marketing was so brilliant though, because once I turned and parked the car, I was committed to getting delicious cherries, no matter the cost. I didn’t feel tricked, in fact I applaud the creativity in making those signs.
On to tomatoes. To make a long story short, when I got back from running my errands I went to my favorite grocery store in town. I bought organic tomatoes – not something I usually do, but the grower was there giving samples. They were not cheap, but I felt the value. As I got rung up at the checkstand, it seemed that I was rung up even higher than the high price I had heard. One of the check clerks went to confirm the price while I was ready to leave. It didn’t matter to squabble over a dollar or so.
I found out that the computer did have a higher price in the system. At my favorite grocer, Haggen, instead of just saying, “oh, sorry” and giving me the difference back, they have a policy to refund the whole amount of the item. This was a big surprise, and since that incident, I think I’ve told five people about how great Haggen is – and this just happened yesterday.
Both of these incidents remind me how easy it is to find a way to stand out – whether by getting your attention in the marketing, or getting your attention in the customer service. They were “WOW” moments.
What are your “WOW” moments in your business?