This morning, I discovered a gem of a blog post — one that is very thought provoking to anyone in retail or in sales — “Rather than lament the death of retail, let’s celebrate the rebirth of customer service.”
Nathaniel Mott, staff writer for PandoDaily covering startups and technology, uses the examples of a recent purchase in an Apple Store…and the upcoming revisions in AT&T’s retail stores…as perfect illustrations of the trend toward “showrooming.”
- (It’s also the subject of my e-book, “Digging Wells and Building Fences: Discover the Steps to Combat Showrooming, Converge Physical & Digital Retailing, and Create Customers for Life” — and, the irony doesn’t escape me that it’s only available on Amazon.)
Mott has many great points in his short post — not the least of which is: “It’s often cheaper and more convenient to buy something through Amazon than it is to drive to a retail outlet, find what I’m looking for, and dodge the cashier’s attempts to sell me some rewards card or another before finally letting me complete the transaction and bolt for the door.”
And, isn’t that part of the reason that even the “death” of retail won’t guarantee improved customer service?
For some reason, many have more ambition to get a customer signed up for the mailing list via a rewards card than a basic desire to provide the kind of experience that will motivate them to return and refer.
Until THAT is changed, physical retailing will continue to have its presence erode.
So…what are YOU going to do to create ultimate customer experiences in order to grow your business, and sell and serve more distinctively?