Lesson to businesses large and small, if you want to become a larger brand, you better pay attention to the most basic brand promises:
eating our product won’t taste bad or our products won’t kill you.
Businesses must realize something has to give because the reality is, less is still less. This reminds me of another old saying I heard a lot at NRF recently, “perception is reality.” No, only reality is reality. If I perceive I’m Tom Cruise – sorry – it doesn’t make me Tom Cruise. I think that makes me delusional. Only reality is reality.
The easy money online has passed. If you want to have an online store presence, you need to invest the money to be at least as good as the big boys. Just like an independent coffeehouse has to be at least as clean as the local Starbucks with a speed of service no slower, with a product at least as fresh, you have to meet the competition’s standards just to be in the game.
Great Customer Service These Days Is About Fixing Things Gone Wrong Or Getting Your Way. It’s like a spoiled child being listened to. Is that great customer service? I don’t think so. Great customer service is an experience so tangible, so connected to another human being that the shopping experience stands head and shoulders above any experience the customer had that day at work, at home or in the mall. So exceptional that the shopper felt compelled to tell others how remarkable it is to friends, family and co-workers and then yes, posted it on Facebook or Twitter. That’s the mark of customer service from a customer standpoint.
While the stories will deservedly honor Dr. King today, this post is in honor of the families of the cultural warriors who knew that the struggle for civil rights wasn’t black and white but a lot of grey.
Retail isn’t all smoke and mirrors – someone has to pay for the goods or you’re just masturbating; its all for you. I agree with their philosophy of not discounting but I think Abercrombie’s line of ultra dark brown stores are off putting and don’t encourage fun and all the attributes you think of a young brand.
The National Retail Federation is a great organization that brings the industry giants in one place each year as well as sponsoring various events and programs throughout the year. If you attended the convention this year and any of these ideas have value or if you can think of others, please include in your comments below.
Let the pundits go crazy taking shots again that these figures, “Don’t matter.” They do. Get ready for a comeback, not to 2005-7 levels but to those who want them, the customers are out there. Shopping. Luxury. Premium.
I’m not advocating going overboard on this and installing surveillance cameras everywhere but I am advocating that “ignorance is bliss” is not true when it comes to employee shrink.
