Merchant

Please watch this

Can I have a glass of water?

I’m killing time before an interview and I thought I would grab a quick coffee and a muffin. Served up a milky coffee and a dry muffin in this 350sqm fancy venue. I needed some water which I was directed to get my own which was a good 20m away from my table (big venue) so I had to pack up my iPad and phone, wallet, keys and Sunnies to go get my self a glass of water. As I am getting my water a waitress comes over to start clearing my coffee and muffin… So I had to rush back.

Water might not generate you income but one thing it does for sure is open an opportunity to engage with your customer! Explain the store, inhance the inshore experience, recommend something! Being served water can be when people are most open, thankful (I’m sure their is some caveman era connection there) They aren’t judging the poorly made coffee, or the burnt toast… Use this time for your staff to engage and make the experience memorable…. Or at least make your water station abit more accessible..

Minions

At a cafe I frequent that is struggling to find its feet. There is a bit of space which is about 20cm wide from the front window to the counter and runs about 1m long which sat a dirty napkin. I noticed it was still sitting there the next day, I didn’t say anything, the next day again still sitting there. I was about to let the manager know that it was still there as it was in view of any customer who walked passed. I decided ild wait to see how long it stayed there. Two weeks later I decided it was time to let the manager know that it was there. The response “I’ll get one of my minions to do it”

You treat your staff like minions they will behave like minions. Treat your staff with respect and engage them in creating something unique you will get staff looking at the details…

The experience of others sharing

I was waiting for my wife in a cafe today, I was enjoying my latte and the guy next to got up to pay. The owner wouldn’t take his money! He said “you are religious in coming here and we really appreciate you coming and spending time with us, and today we invite you.” there was something quite amazing about this experience, no stamps, no loyalty cards! Just straight recognition of his customers loyalty. Not only did it make the guys day, it gave me a warm sense of a community just being in the same room as this generosity! adding to my in store experience!

How do we SEE our customers loyalty! Are we spending the time to actually stop and acknowledge this with out stamps, cards, etc. are we spending the time to SEE our customers at all? And how to we let our frontline respond to that customer loyalty?

and how can we make rewarding of others apart of the instore experience?

Retail tips

Good routing and an inviting environment.
Too often we see that stores have looked at everything expect at a logical routing and an environment that gives an experience to the customer. Experience means a visit that is memorable in many ways, it must be: Inviting, Stimulating and above all invigorating only then can you be successful.
Good lighting
Many retail stores and even retail store giants seem to put good and effective lighting as one of the last financial posts on their budgets when they design a new or revamped store.When the money runs out, as it invariably does, the lighting becomes the balancing item! What I also often notice, is that there are light bulbs missing and or broken. Shows a distinct lack of eye for attention and tells the customer … we don´t really care too much …
Good and simple graphics (that sticks in customer minds).
Helps to tell the story and creates in an easy way a good feeling. Don’t do family heirlooms or mom’s handy work…. Use good signage and don’t do handwritten stuff. Make sure the  your retail stores are not cluttered with graphics and signage as it will lead to customers switching off. Flat screens that show nothing, tell nothing and do nothing!
Coordinate and tell a story
Make sure that you realise that the average customer is not overly creative and has far less time and inclination to look and search in order to get ideas than we think. The shop should show the client the way to creativity and ideas. Lead them by examples(s). This is true for fashion and non-fashion. The best sales are compound sales!
Friendly and cooperative sales staff
Seems to be a given but amazingly it is not! Scientific research has shown that customers remember people much better than things. When we tested this theory in our chain of 102 specialty food stores it showed beyond any doubt that a friendly gesture or smiling face lasted .The colour of our flooring nobody remembered though. And we spent months deciding and selecting the floor and the colouring.
A point of rest …
Make sure that customers have a point in the store they can rest or take a short break from shopping. Not a resting place but a point of rest to gather your thoughts and possibly try and taste.
Be honest !
Show prices – don’t hide them – even in the window. Tell stories of products and origins but ensure total honesty. It pays!
A great checkout experience
What is the customer’s last impression of your store? The checkout experience! Make sure the checkout counters are clean and interesting (avoid clutter) When the customer needs to wait, shorten their time by making sure they are “entertained “or not left unattended… Great packaging does not need to be expensive, but helps to re-enforce your stores image and the client’s experience.
Be your OWN customer
Go out the store and listen to your customers when they come out after visiting your store…. That is the time they will voice their opinion that is the moment they will tell the truth as they feel it.. Enter your own store as a customer – detach yourself form your own store – and try to experience what they experience. Be critical and honest! It pays to let mystery shopping take place from time to time …
Cleanliness
Though all of us feel that like our homes the store should be clean, cleanliness is not only a clean floor but much more:

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THE BURIED LIFE: 6 Steps