In a previous post about how your brand lives, I used a pragmatic example of the impact of something fairly basic (for example how a service truck’s driving behaviour represents your brand). Today I had to gather some materials from a hardware store. I like to shop locally and shop at the Canadian retailer down the road. Problem is they rarely have what I want and they have become much more of a housewares outlet than a hardware store. That said I had been told they were in stock on something I needed from a trusted source.
As it was a Sunday, I did check their website to see what their hours were. I planned my trip accordingly and off I went. I arrived a few minutes early (their website says 10 a.m.) and so I checked in on Foursquare and waited. at precisely 10 a.m. I hoped out of my car and walked to the door. I pulled on the handled and it was locked. I thought – maybe their website was out of date so I looked at the posted hours which said Sunday’s open 10 a.m. So I left.
I went to another retailer. I walked past 7 staff (yes, I counted). Not one smiled, said good morning or asked if I needed help. The store had been open (thankfully) and I proceeded to wander around and search for what I need. Here’s the thing about shoppers like me – wanderer’s are akin to a Vegas Casino Whale’s. Impulse shopping at its most refined (or is that least?). I knew I couldn’t complete my entire shopping list at the first hardware store, so my cumulative shopping list now provided this retailer with more ROI on customer service. Alas, they delivered none. Even when I hunted down a staff member, there was no return for my investment. I literally left things in the aisle, left with essentials and what could have been a $500+ sale became a $17.28 exit.
My third option was my last option but the largest retailer and doesn’t need to be mentioned. I was in and out in 15 minutes. Got specific direction and help from their staff upon entering and proceeded quickly to the aisles and checked in a shorter time than it took to drive to the store.
So lessons’ about your brand and how it translates to the sales floor should be fairly easy to extrapolate here.
Do what you say you’re going to do: – open on time
Engage consumers, not just in Social Media but in your stores.
Train your staff to sell
Don’t believe me? This is a perfect example of what I mean. Like so many consumers, I completely agree with what a leading Canadian marketing, Scott Stratten says here: