Retail consultant and speaker George Whalin writes, in his most recent newsletter, the “Retail Management E-Letter,” that retailers can profoundly impact their business both now and in the future by making sure customers leave their store bowled over by how easy it is to do business at their store.
“In this economy,” he says, “you truly have to amaze them.”
Whalin goes on to talk about a grocer who recently decided to put a greeter at the front door.
“Instead of simply standing there welcoming customers into the store, the greeter hands out a flier listing special value merchandise on sale that day,” Whalin writes. “The grocer didn’t hire someone new, but instead rotates his people in and out of this position every couple of hours. Within just a few days customers started telling him how much they appreciated this new service. Having someone put the value flier in their hands when they came in the store made it so much more convenient for them to save some money. Best of all, sales have increased and continue to do so every day.”
There is always room for improvement, Whalin continues.
Try looking at your store from the customer’s point of view. “Are their interactions with your employees pleasantly memorable?” Whalin asks. “Or do your people just go through the motions? Now is the time to reinforce how you want customers served, the value of every customer’s experience, and the impact this has on the store’s success.”
Look around. Pay attention. Figure out how to improve your customer’s experience.