Hi Brad What would be your interpretation of “Remarkable” retail from a customer’s perspective? Where did YOU last experience Remarkable Retailing?
Remarkable retail comes down to matching and exceeding your company’s own reputation of service and experience your customer has come to expect.
Some companies just have it so ingrained in the their culture and in their team that every touch point with them is seamless … like Nordstrom and Zappos.
Those companies create a customer experience that is meaningful for each person that buys from them … and they’ve built their reputation (read “brand”) on those personal customers experiences and “take aways.”
These two companies, and others like them, go out of their way to make it pleasant and easy for the customer to buy … which in turn helps those customers relate that positive experience to their associates, friends, family and colleagues.
They aren’t focused on squeezing every last cent out of every purchase, but are focused instead on adding value, and creating positive emotional payoffs for their customers in terms of status, pricing, value and “fairness” or “benefit” in the overall transaction and exchange.
Of course, your company doesn’t have to be high-end to be a “Remarkable” retailer.
Some of the best service I’ve received has been from small, boutique-oriented shops or eateries where I’ve felt I’ve been not only their best customer ever, but also a friend, or even part of their “family.”
It’s all about experience … and you can infuse great experiences in a hardware store just as easily as you can in other types of retail outlets … it just takes some thought, empathy for your buyer and creativity in your approach and your marketing.
All the best,
Date: June 19, 2013