RETAILOBSERVER.COM JULY 2020
6
Moe Lastfogel
moe@retailobserver.com
Moe's Musings Views
Happy and Safe Retailing,
I
n today's world, you can no longer get by with just the basics. By this, I
mean people want fries and a sundae with their burger—the works!
Delivery, installation and warranties have been our fries and sundaes for
years, but if we were to offer sprinkles, whipped cream, and a cherry on top
with the order, how do you think customer loyalty would grow?
Delivery is somewhat simple. You schedule an appointment, drop off a
box, and sometimes install the product (if your state allows you inside the
home)—no problem. How about offering "white glove service"? A uniformed
installer, carpet runners, shoe covers, and yes, white gloves. Add a small
vacuum and cleanup after the installation and boom! — the customer gets
the works.
How many times have you received a call from a client who did not
understand how to use their new product? Video classes are a great side
order. Offer once a week, bi-monthly, or monthly classes on convection or
induction cooking, or roasting and baking. Many distributors or manufacturers
will aid in making these video classes happen if you use their products.
Offer these classes to potential customers and to those who have already
purchased a product. Heck, if the order was big enough, offer tutorials from
a personal chef via a Zoom lesson. This offer can also be a moneymaker if
you present 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 cherry
on top of the sundae 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.
ADDING A
CHERRY ON TOP
The benefit of offering
extraordinary service
We proudly support the following
trade associations and buying groups
throughout North America whose news
and information greatly contribute to the
quality of The Retail Observer and the
education of our readers.
www.asid.org
www.brandsource.com
www.cedia.org
www.dpha.net
www.feigroup.net
www.htsa.com
www.cta.tech
www.cantrex.com
www.unitedservicers.com
www.psoca.org
www.NKBA.org
www.necoalliance.com
www.psaworld.org
www.prosourceinfo.com
THE RETAIL
www.nahb.org
www.nrha.org
Follow us on:
Join us at:
Become a Fan:
www.NARI.org
www.nationwidegroup.org
www.aham.org
www.rtohq.org
