ADDING A CHERRY ON TOP

By Moe Lastfogel
Director of Sales and Marketing for The Retail Observer

---

Moe Lastfogel

The benefit of offering extraordinary service 

In today’s economy, you can no longer get by with just the basics. By this, I mean people want fries and a sundae with their burger—the works! Delivery, installation and warranties have been our fries and sundaes for years, but if we were to offer sprinkles, whip cream and a cherry on top with the order, how do you think customer loyalty would grow?

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 roasting and baking. 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 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 cherry on top of the sundae 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.

Happy Retailing,

Moe Lastfogel 
[email protected] 

---