Mastering the Basics of Blocking and Tackling

Mastering the Basics of Blocking and Tackling

What behaviors and characteristics prevent consumers from returning to a brick and mortar retailer? Podium recently surveyed 2,000 US consumers aged 18 - 64 to answer that question. The survey found that if a retailer demonstrated any of the attitudes and behaviors that caused consumers pain, they would never return to that business.

  • 79 percent said that employees lied about a product or service.
  • 70 percent said that employees were rude or used foul language.
  • 46 percent said that the restrooms were filthy.
  • 37 percent said they left a voice mail message that was not returned within a day.
  • 30 percent said an email was not responded to in a day.
  • 22 percent said their text was not responded to in a day.

As Millennials increasingly buy homes, they are a prime target market for kitchen and bath showrooms. The survey found that Millennials are twice as likely to be more loyal to businesses with a social media presence. They are likely to be almost two times more loyal to a business that offers SMS texting for their customers. Millennials expect to access to retailer’s Facebook, Twitter and Instagram accounts on their smart devices, and they want instantaneous communication. Showroom phones need to be able to text and receive texts.

Almost 50 percent of consumers want local businesses to know them by name and that requires establishing emotional connections. Surprisingly, 33 percent of survey respondents said that want to receive offers by snail mail. The survey illustrates that local shoppers want to patronize local businesses. Nearly two thirds said that want businesses to make it more convenient to be a repeat customer. Six in 10 want to be able to connect to a customer representative and 33 percent said that want to be able to chat online with a customer service representative.

To help remember the names of those who visit your showroom, the Retail Doctor Bob Phibbs suggests taking a picture of any item that a customer looks at in your showroom, get the customer’s phone number and text them the picture. That way the customer has your showroom’s number in their smart phone database.

Phibbs also notes that addressing consumers’ pet peeves won’t work if you don’t have an effective system and strategy for engaging new showroom visitors, build rapport and close sales. Bob will share his guidance to accomplish or improve those techniques at his workshop at the 2018 BKBG Annual Conference, September 25-28, 2018 at the Marriott Sawgrass Golf Resort and Spa, Ponte Verde, FL. 

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