Retail Observer

RETAILOBSERVER.COM JANUARY 2023 44 S mart business owners know there are really only three ways to differentiate yourselves in the market place and to have your customers see you as distinct from your competitors: products, services and relationships. What is excellent service? What is memorable as far as groceries are concerned? A local store, Safeway, typically have cheaper prices and do not draw the organic-locally-sourced-gourmet-deli- item-shoppers willing to pay $20 for Marcona almonds. However, all Safeway clerks are taught to answer your questions specifically. They don't just say, "Oh, that's on aisle seven." They stop what they are doing: "That's on aisle seven, half-way down, on the next-to-last shelf. Can I take you there?" Off they go with you in tow. It's more likely you'll make a purchase if you can actually find capers or anchovy paste, so it's in everyone's best interest to make your wishes their top priority. No matter how wonderfully easy Uber car service is, I'm loyal to the London Black Cabs and their encyclopedic cabbies. Their rigorous three-year training means they know their stuff. I've had the most interesting chats about theater and culture with the drivers. They know history, royal gossip and hidden places. They're keen to help you plan your best visit. Even if you're there on business, they can offer advice and insight. Not talking to a cab driver might be a good strategy in New York City, but in London you're missing out on one of the best service experiences if you don't engage with your driver. Nordstrom is famously known for their service, and they've maintained a long history for this reputation, despite being a fourth- generation family business in a fiercely competitive retail space: clothing and luxury items. Frankly, you can go anywhere to buy a skirt or shoes or a tie, and it's likely to be less expensive if you shop at a big discount store, a box store or lower-end retailer, but Nordstrom makes you feel special and they want a relationship with you. I love making an appointment with my personal shopper, Lisa, who will set aside time for me, including a glass of Perrier, a large dressing room and outfits in my size, in my favorite designers or styles, hanging on the hooks before I arrive. Even if I drop by, she will make things happen quickly, anticipating what I might like based on the season, my prior purchases and interests, my sizes . . . she must keep notes somewhere! I have no idea how she remembers all of these things about me. She will call me or write me a note to let me know if something special has come in, or schedule my private appointment so I can take advantage of the annual anniversary sale. Of course I spend money with her! And yes, I could shop elsewhere and get something for less money, but I'm likely to, and often do, select to have the experience of feeling like someone special who wants me to have a good time as well as get what I want. On a recent trip to Ireland, I decided to take a walking tour a local man, Michael (pronounced mee-hall in Irish) recommended to me. On a gorgeous sunny day, I was the only person who showed up for the tour, so instead of a potential €200, he was likely going to make only €10 from my single fee. This seemed not to matter to him at all! Off we went on my private walking tour of Galway. As we visited and he learned a few things about me, he went "off script" and found things to share that I would particularly enjoy: Galway was the sister city of Seattle? There was a plaque to show it. Want to see where famous Irish writer James Joyce's sweetheart lived? The spot where JFK stood only six months before his assassination in Dallas? All of these stories were woven in the multi-thousand-year historical stories of the fourteen tribes of Galway, the Ferocious O'Flahertys, and the ancient stones of the city walls left in the Spanish Arch. The two-hour tour stretched a bit as he reminded me it was a "walk and talk" tour and he shared whatever came to him as we walked along. I had a special spot to meet up with friends later, and like the U.S. Safeway clerk, instead of just pointing out the street or mentioning a right and left turn, he walked me there himself, handing me off to my delighted friends. Another differentiator in these service examples is important to note: each of these providers of service felt genuinely and sincerely interested in me. Were they trying to make a sale? Absolutely. But I never, ever felt sold; I felt special in every case! How are you differentiating yourself with exceptional service? ABOVE AND BEYOND: TRULY SPECIAL SERVICE Libby Wagner Culture Coach RO Libby Wagner, author of The Influencing Option: The Art of Building a Profit Culture in Business, works with clients to help them create and sustain Profit Cultures www.libbywagner.com

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