Now invite someone to walk in your shoes for an hour. Can they feel the pressure? Do you switch roles with every interruption?
You know the old saying, “Fool me once, shame on you. Fool me twice, shame on me!” Well, at thrice, you move beyond simple shame to slap-yourself-in-the-forehead stupidity.
My marketing hero was not a college professor or the marketing director of a Fortune 500 company. My marketing hero was my father. Meeting the needs of customers in good times and bad times is important for all retailers. Our customers’ needs have never been greater than in today’s economic environment.
In furniture the number 42 is not as significant until you take a look at the Retail Planning Guide edition of your Furniture Today. According to retailer statistics, “58% of all furniture stores according to 2008 data have a website” (see below). That means that 42% of all furniture stores according to 2008 numbers do not have a website.
What does Ms. Jones absolutely hate to do that you can eliminate for her?
‘Twas the night before Christmas, when all through the house
Not a creature was stirring, not even a mouse;
Do you think she’s going to be more concerned with indulging herself, or with making smart choices? Can you serve her a smart salad bar instead of a smorgasbord of sugary treats? Do you have to change your product selection to do this, or just change the way you talk about it?
We as marketers and retailers owe it to Ms. Jones to begin emailing her the moment she trusts her personal email with us. Just telling her she is going to be recieving special offers, design tips and other various offerings you have at the store level is not enough. Show and reward her for her faith in your retail operation.
Why is it so hard to be thankful? Thanking Ms. Jones is a given. You probably have pre-printed “Thank you for your patronage” postcards but is thanking your staff a given?
