There will be more to come on this in our newsletter and at our LeadMaverick event in February, but, we have officially launched OrangeCast our Social Media brand.

Derick

In a previous post I took a few jabs at the cost cutting measures of electronic checkouts. To be fair, I also talked up a few positive points as well. Most retail stores, however, still have people taking money and “ringing” customers up. What fascinates me is the “shove the change, receipt, and whatever else at the customer” upon checkout. OK, I could go off on the fact that people can’t count change anymore (or at least it is rare) but I’m going to stick to the marketing. Customer interaction is a privilege and every moment should be focused on their needs. A couple of core needs at check out are whether they got everything (upsell or catch a lost sale), customer satisfaction (being friendly) and courteous exchange of money. And yes, some customers have the need for a receipt. What I don’t get is the “shove a receipt at you”. After all, the IRS doesn’t need receipts for general expenses under $75 (IRS Publiction 463). So, why is there an assumption that everyone needs a receipt? Why is that considered a bonus? What happened to just asking them?

So I don’t come off as just complaining, I thought I’d put a few missed opportunities when just shoving a receipt at a customer:

1. Further demonstration that you are engaged with them and showing them that they are important. “Would you like the receipt in the bag?”
2. Recapping the value they received during their visit. “Here is a receipt if you’d like and your savings are clearly marked from the special items.”
3. Insuring they understand return policies. “I’m placing the receipt in the bag. You have up to 30 days to return for a full refund but you’ll need to show this receipt.”
4. Calling out your web site. “Here is a receipt. Our contact information and website is at the top. Have you ever shopped online with us? We run some great specials.”

The receipt exchange is simply a missed marketing opportunity!!! Meanwhile, the big box stores will continue on with the policy of shoving a receipt at you as it is something as imperative that you MUST HAVE!

-Derick

It is possible to walk into a store these days, due to electronic check outs, and never talk to a store employee. This is generally an operations or accounting driven decision aimed at cutting cost. By not having contact with their customers, they miss touch points for satisfaction, up selling, and more. Though, there are some customers who enjoy what they consider a hassle free opportunity to enter a store, get exactly what they want, and get out, all and all I feel it is a disaster from a marketing perspective. Thus, an opportunity is born!

Small Businesses retailers can’t afford electronic checkouts. Thus, as the large box world goes to a no customer touch model, now is a time to really double check your customer experience and touch points to ensure you have interaction that provides high satisfaction and an overall valuable experience.

Visit the big box concepts and constantly look for ways to fill the voids they so quickly create!

Derick

For those who have heard me harp on this topic or even blog on it, I’m back to Marketing Calendars. Since today is the first official business day of the New Year, what more appropriate day to implement your 2008 marketing calendar.

A marketing calendar is crucial for any business as it provides a clear map of investments (spending money) that a business owner will make to drive business (making money). If your timing is off, you can miss key opportunities or simply not have the money to invest into making money. Marketing calendars also help to keep you organized making running the marketing aspect of your business easier.

The following link has a short but good article defining some key elements of a marketing calendar that make for a good starting point:

ezinearticles.com/?What-You-Need-in-Your-Marketing-Calendar

If you simply don’t have the time or energy to think about a marketing calendar right now (and shame on you) then do one thing. Pull out your computer calendar and put the following as an event or action item for Aug 1, 2008

ORDER HOLIDAY CARDS AND COMPILE HOLIDAY MAILING LIST

Why? We all just did it and we all know that come October everything both personally and professionally takes off so fast that you really don’t have time to stop again until today Jan 2! Trust me, Aug 1 is the day and even then you still run the risk of missing a few people or not having enough cards/gifts ordered!

Derick