By Moe Lastfogel
Director of Sales and Marketing for The Retail Observer
In today’s economy, you can no longer get by with just the basics. By this, I mean people want more than just the products you are selling. They want delivery, installation and warranties all served with a smile. How do you think your customers’ loyalty would grow if you met their wants and desires?
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 how to use and integrate SMART products. 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 or tech 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 extra feature 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.
By Eliana Barriga
Publisher and Managing Editor for The Retail Observer
Is it time to clear the clutter and tidy your business?
In January I experienced a most historic event - the Polar Vortex in Chicago. The frigid sub-zero weather with temps down to -25° (-50° with the wind chill factor) was colder than Mt. Everest, the Antarctic and even Mars! Meanwhile, back home in Vegas it was 100° warmer. Crazy!
So, with the frigid cold behind us, I am celebrating an especially glorious welcome to spring! And with it I am exercising all the wonderful rituals we have come to know and love with the changing of the seasons. Spring cleaning at home and in the office is top of the list for March.
It’s a time of change, renewal and transformation. This year is bringing with it lots of fresh creativity, releasing what is no longer serving, both personally and in the realm of business. It is a time when inspired ideas produce new directions and innovative possibilities that are glistening on the horizon.
Marie Kondo has swept the world by storm with her unique concept of clearing the clutter. She has a show on Netflix, and those watching have jumped on board with her concept, asking themselves the question, “Does this bring me joy?”. Her book, “The Life-Changing Magic of Tidying Up”, has become a marketing phenomenon as memes pop up everywhere. One of the funniest I’ve seen floating around on Facebook and Instagram says, “I tried the Japanese method of decluttering where you hold every object that you own and if it does not bring you joy, you throw it away. So far I have thrown out all of the vegetables, my bra, the electric bill, the scale, a mirror and my treadmill.” Husbands beware! I think you can see where this is going...
Could this concept be used in reverse to inspire sales within the retail environment? I don’t know, but it is becoming a collective consciousness of thought. It’s a brilliant marketing strategy. Maybe it will inspire you to come up with your own motto that could gain followers on your social media platform. How could you employ the “Does it bring you joy?” concept into your sales repertoire? I’d love to hear what some of you are doing in the social media arena with playful and memorable memes.
Here’s to bringing joy back into life,