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.
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