Sure, nobody likes to see job losses
but consumers are in their strongest position for years as they become choosey
about what they buy and who they buy from. They now have access to worldwide
suppliers many of whom are falling over themselves to provide the prices and
convenience that consumers could only dream of a few years ago. Consumers have
become independant, almost cavalier and, if the media comments columns are any
guide, they don’t have much sympathy for retailers.
How do we survive? By offering price,
choice, convenience and service.
1. Price – at times it seems that price is the
only customer consideration but usually they just want to be sure they are not
getting ripped off. Yes, there are some customers who just play the price game.
But if you are in the ballpark on price, and you get the other things right,
you can expect the sale. Be aware of what your market competitors, outside
retailers, and online competition are offering.
2. Choice – the better you are at meeting your
customers needs the more likely it is that you will get the sale. Be prepared
to go out of your way to get what they are seeking.
3. Convenience – do you offer delivery? Will you
take orders over the phone? Do you offer a packing service? Can they pay cash
or card?
4. Service – Will you go out of your way for your
customer? For instance carry their purchase to the car, or hold their purchase
at your stall until they finish shopping.
Finally, add a dash of personal care and we may all just prosper.
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COMMENTS:
COMMENTS:
Ed: "Just read a story about a US bookstore that finds their
customer’s book even if it means facilitating a purchase from a rivals
bookstore. Their customers keep coming back."