ADDING A CHERRY ON TOP

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

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Moe Lastfogel

The benefit of offering extraordinary service 
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In today’s world, 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, whipped cream, and a cherry on top with the order, how do you think customer loyalty would grow?

Delivery is somewhat simple. You schedule an appointment, drop off a box, and sometimes install the product (if your state allows you inside the home)—no problem. How about offering “white glove service”? A uniformed installer, carpet runners, shoe covers, and yes, white gloves. Add a small vacuum and cleanup after the installation and boom! — the customer gets the works.

How many times have you received a call from a client who did not understand how to use their new product? Video 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 will aid in making these video classes happen if you use their products. Offer these classes to potential customers and to those who have already purchased a product. Heck, if the order was big enough, offer tutorials from a personal chef via a Zoom lesson. This offer can also be a moneymaker if you present 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 and Safe Retailing,
Moe Lastfogel
moe@retailobserver.com

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