I have no idea why this has suddenly come back into fashion, but I don’t like it. Not one single bit!
Explore our historical blog articles for nuggets of wisdom (and random musings) from our crew.
Over the weekend I purchased two things from two different stores, of no more than $30 in value, and on both occasions I was asked if I wanted to sign up to their club card/rewards club/loyalty program or whatever they called it. On both occasions, I refused. I did this without knowing a single thing about these programs. Sitting here today, I’m wondering why their attempts didn’t work on me, and probably hundreds of others.
When someone mentions ‘customer service’ it usually refers to the time between when a customer enters a store or service front, to the time they leave it, with or without a purchase. In other cases, it’s the time between the customer commissioning your services, and when your service is complete. Therefore customer service training and improvements focus on that time frame – increasing conversion rates, increasing $ spend per customer etc. However, a customer’s perception of the period of ‘customer service’ is very different. What about the before, and the after?
A long weekend gave me a chance to do some retail therapy, and while exploring some wonderful local retail experiences, something made me think. How important is a price tag or label as a marketing tool? Well unfortunately, it seems they aren’t very important at all. I rarely saw a branded tag, many were hand written on a plain sticker or label, or generated out of one of those standard price-tag machines. The majority were far from impressive.
A long weekend gave me a chance to do some retail therapy, and while exploring some wonderful local retail experiences, something made me think. How important is a price tag or label as a marketing tool? Well unfortunately, it seems they aren’t very important at all. I rarely saw a branded tag, many were hand written on a plain sticker or label, or generated out of one of those standard price-tag machines. The majority were far from impressive.
As they bring up the lights, the sub titles roll in. You’ve witnessed an award winning performance and you leave the movie theatre captured by the art of story telling. Evaluating what has just happened is eclipsed by the moment. You head for a bar or a coffee shop and there’s no time to dwell on how you were impacted, moved , excited, horrified, inspired or disappointed by the art of cinema.
It wouldn’t be the first time you’ve heard me harp on about databases but it truly is the core to the next phase of the marketing cycle and if you don’t get it right then you can forget being the Babe Ruth of your industry…it’s strike out if you don’t even see the pitch!