If any of you have read my articles previously you will realise that I try to relate to real things that I pick up when I am out during the day. It might be an encounter with a person, an exchange with a business or something I saw somewhere.
Today's article will be short but I really wanted to share it because it made me think for a little while.
So.. plagued with an ear infection - I had to drive to the local supermarket to get some pain killers. My shopping being extremely poorly organised I visit my local supermarket every two days sometimes twice a day - often enough that the security guard knows my name. On my way to the supermarket, there is a local shoe shop with written in the window "Discounted shoes for women - buy 2 get a 3rd pair free." I have been meaning to stop a few times but somehow didn't because I thought the proposition sounded a little desperate. The front of the store is quite old looking and the signs are all handwritten - the shop doesn't seem to have its own name or any kind of distinctive signage. Today however I stopped because I had to wait for my script.
To my surprise - this little store stocks a massive amount of some of the best shoe brands in Australia. I like beautiful shoes and if anyone had told me that there was a store next door to my house selling discounted designer shoes - I would have probably lived there. For those of you who like shoes, social proof below.
So Where Did This Business Go Wrong?
Great for women who like beautiful shoes - they had lots of sizes, colours, shapes and they have a quality product. They also stock shoes for men - high quality work shoes and going out shoes. The interesting thing is when I walked in and grabbed a few pairs and told the lady that her shop was the best thing that happened in my world of shoes - she was surprised and didn't seem to believe me.
The only reason I stopped was because I was waiting for my script and because I am a naturally curious person - the shop front, signs and lack of lustre didn't sell their products and the quality on offer. The parking is always empty. A great product isn't enough - you can built it but that doesn't mean they will come. Had this business presented themselves better - more customers like me (their ideal client) would stop by. Businesses going viral without marketing (at least initially) are rare. For the rest of us - we need to put in the hard yards. Some might argue that we don't but we all make decisions based on perceptions. Especially when you are a new business - it's quasi impossible to have word of mouth and reputation backed up by your non existing list of clients so make sure that you position yourself accordingly.
The Business Outcome
Did I buy great shoes? Yes I did. Did I have a great experience? No I didn't. Was I asked for my details for future communications even if I bought 4 pairs of shoes? Nope. If I had an ideal client come into my store/shop/business and buy 4 or 5 of my products I would ensure that they had a remarkable experience and I would want to capture their details. 'You're a marketer Sharon.' Yes I am but this applies to any size business - wow your customer, be remarkable, deliver on time and with amazing service and start the relationship - have the right system in place to make these things happen. Think of little things you could do to amaze them - they don't have to cost a fortune.
Depending on your business - your shop front might be your website, your office or your store.. etc. Just like this little store - your shop front is your first promise to your customer - it sets the expectations and tells them about the type of business they will enter a relationship with. So.. what does your shop front say about your business - is it helping you build credibility and trust? Does it correspond to your service or product? Has it got this wow effect to make your ideal client stop by?
Do you need help with
Sales and Marketing ?
There are 498 marketing experts on standby