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Journey_of_Trust
| Journey of Trust
Provide a Rewarding Experience for Your Customers
Step Four: Journey of Trust
Step One - Journey of Discovery
Step Two - Journey of Inspiration
Step Three - Journey of Excitement
Step Four - Journey of Trust
You have got your customers’ attention through your innovative
marketing, you have dared to be different. Then you inspired
them when they first entered your business and when they have
purchased it has been an exciting and rewarding experience. Now
it’s time to win the customers’ trust so they keep coming back.
One of the most important issues for retailers is a lack of
trust by consumers. In the U.S.A. consumers do not trust
businesses and in recent Australian surveys 69% of respondents
mentioned they do not trust big business. This is a huge
opportunity for independent retailers.
During the 90’s we saw independent retailers lose market share
to the large box store retailers who could purchase at a better
price and pass the savings on to the consumer. Independents
found it difficult to compete, but now the game rules are
changing.
Large retailers are still able to buy on price, but consumers
now prefer to trust small, local, independent businesses that
have a trust strategy. Small businesses now have a unique
marketing tool, the ‘trust’ factor.
The “Trust” Factor The key is how you use this tool to your
advantage. If you are perceived as a trusted business you have
an opportunity to expand your market share. Customers talk about
trusted retailers.
What can you do? Consider the following actions:
1.Name Badges A garden centre owner in New Zealand recently
changed his name badge to say “John Smith, Proud Owner”. This
small detail has made a difference. One of the most common
comments he has received is “I did not realise you were a small
business, I thought you would be part of a chain”. Research
carried out by Shopper Anonymous in Australia indicated that
people who wore name badges were perceived to provide 15% better
customer service.
2.Promote Promote the fact you are a locally owned business in
your adverts and at the entrance and exit to your store. Remind
customers and thank them for supporting ‘local’.
3.Team Information Place certificates and photographs of the
team near the checkout. This provides the personal touch and
also promotes the knowledge of the team.
4.Products Promote products you use and believe in. Promote
these on your signage and make sure all the team recommend them
and are consistent in their recommendations. i.e. “we use x
growing media when potting our plants up” “we recommend x
polishes to care for your furniture.”
5.Inform For example, in the garden centre, inform your
customers that you select plants that are hardy and have been
acclimatised to the local weather conditions. There is a
perception in the marketplace that often plants, in many garden
centres, are distributed nationally and are not hardy.
6.Celebrities Promote local celebrities, recommend the products
they recommend and get them into your store whenever possible.
7.Sponsorships Sponsor local relevant events. Be seen to be
involved with local clubs and charities. Do not be shy in
getting your name promoted at such events.
8.Guarantees Have a risk reversal guarantee on products that you
sell. Risk reversal means that whatever they do, you will
replace the product if it does not meet their expectations. In
my experience some store owners grasp the marketing opportunity
it provides, whilst others worry they will be abused. Risk
reversal is a marketing strategy and should be looked on as such.
9.Training Ensure all your team are trained in customer service
and product knowledge. Trust comes from retailers who are
confident. Confidence comes from those who feel they have the
capabilities to sell professionally.
10.Trust And finally, brainstorm “trust” with your team. I am
sure they could expand on the above list and expand the trust
marketing tools in your business.
Over the last four articles we’ve taken you on the customers’
journey through your business. The key is to walk your store in
the customers’ shoes. As retailing becomes more competitive, you
will constantly need to evaluate what your doing. The days of
setting up your business and keeping it looking the same for
long periods have long gone.
Customers today soon get bored and are looking for new
stimulation from your business. Bored customers leave
businesses. Don’t play safe, it’s the least safe thing you can
do in today’s market.
About the author:
John Stanley is a conference speaker and retail consultant with
over 20 years experience in 15 countries. John Stanley
Associates produce an e-newsletter specific to retailing, this
includes innovative ideas and advice to help you grow your
profits. If you would like to receive a regular copy please
visit www.johnstanley.cc or email us on
newsletter@johnstanley.cc.
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