If you can describe a trip to the supermarket as enjoyable, that’s the experience I had on Saturday around midday.
An empty carpark, clear aisles and no queue at the checkouts despite only three being open.
Why? Well it wasn’t due to deliberate initiatives by the supermarket, but because the whole country (give or take a few) were watching the royal wedding.
It may not have been a good trading time for the supermarkets but there are things they, and others businesses, can learn from it.
We’ve seen recently how important customer experience is for retail businesses to survive the shifting buying patterns of the public. Toys’R’Us and Mothercare have both succumbed to people preferring to buy online because the experience in store was not enough to draw people in. We can also see how retailers like The Lego Shop and Disney are doing well because they focus on customer experience as the most important aspect of their stores.
We don’t need our supermarkets to be like the Disney Store, but offering a more pleasant experience than clogged aisles, queues at checkout, abandoned trolleys in the carpark, etc., is a minimum to keep people happy in store. Then they could go further… food and drink are one of the UKs biggest passions and supermarkets offer these two items in abundance – why not create an experience around them? But get the basics right first.
It may be more pronounced in retail, but every business benefits when customers get a great experience above and beyond the basic service they expect.
It’s about helping people climb your ladder of loyalty. You’ll notice I mentioned by name Lego and Disney. I have advocated for them, if not exactly raving about them (although sitting in the Lego Store building a Death Star seems like a great way to spend a rainy afternoon at the Metro Centre). Yet I did not name the supermarket – they haven’t done enough for me to want to credit them. Equally, they haven’t done so badly that I want to shame them either.
I am currently a customer. They have some way to go to give me a leg up to the next rung on the ladder. Their loyalty scheme just won’t hack it either – I’m not a member and am unlikely to become one unless they can improve the proposition. Most of the supermarket brands have some way to go before I become anything more than a customer and I’m sure that’s the same for many people.
And that’s a missed opportunity.
If you’d like to take a strategic look at your business we can help in one of three ways:
- Recommend one of our books to you. Drop us a line, tell us what you’re looking to learn, and we’ll recommend the appropriate book. Our coaches have written dozens ranging from sales and marketing to wealth creation.
- Come along to one of our free seminars on building a business that works without you. Drop us a line to find out when the next one is and where it will be.
- Or, if you’re really serious about gaining new levels of traction to get to the next level in your entrepreneurial career, give us a call and request an Entrepreneurial Strategy Session or book online. From this 90 minute session you will:
- Get crystal clear about what you want to achieve,
- Discover the essential building blocks for growing a business,
- Uncover the #1 thing stopping you from getting what you want and
- Identify the most powerful actions to move you towards the business of your dreams.
- Leave the session with the confidence of knowing exactly what to do to create the business you really want.
If you’re not sure, leave a message and we’ll get back to you.