Our local Dairy Queen Regent hosting a special Date Night!
Last week, I sent a rather LONG email about the retail industry, the truth about the market, and ways to step it up and kick butt.
I know… despite being packed with absolute GOLD, it was very long. (Read it HERE).
Today, I’m keeping it short and sweet.
I want to give you a tip that can have a MAJOR impact on your retail store, and dare I say separate those who thrive from those who close up shop.
But first, a little warning… This tip is simple. In fact, it’s so simple that it’s incredibly easy to overlook its power. But I’m telling you, if you make the fatal mistake of not taking it seriously, you’re risking your business, your livelihood, and all those who depend on you (clients, family, employees, etc).
Are you ready?
Here it is:
CREATE AN EXPERIENCE.
Visiting your shoe store, your confectionery store, your clothing shop, your fast food joint, your restaurant, your gymnastics studio, your ______, should be an incredible EXPERIENCE.
If you’re selling a chocolate bar, and I can go buy it from you or from the other 5 stores within 5 minutes of me, and the other guy tells me a knock-knock joke every time I go in, and you do nothing, I’m going to him.
If you’re selling ice cream, and the other girl down the road lets my daughter put the sprinkles on herself, guess where I’m going?
If you’re selling jeans, but the store down the road lets me sip champagne while buying jeans, guess where I’m going?
If you’re selling tree cutting services, and when you’re done at a job you leave a little potted tree for them to plant wherever they want, guess who I’m calling?
If you’re selling beer and burgers, and the guy down the road has gold toilets, guess where I’m going?
And here’s the thing… if I have a friend visiting from out of town, and he wants to go out for drinks, guess where I’m going? The same kind of place as everywhere else? NO! The first thing I’m saying is, “Hey, you gotta check out this place with the gold toilet!”
Sound too simple? Don’t make that mistake.
If you can add one simple unique experience at every touchpoint throughout your clients experience, you’re going to build an unforgettable experience.
And it doesn’t matter what size company you are! I was just in Toronto working with a WiFi company, and one of the topics of discussion is always, “How can we improve the customer experience and make it not just great, but exceptional, fun, and edgy?!”
When you create an experience, you step up from selling commodities—which compete on price and nothing else—to being something unique, special, and worth remembering.
One last warning… YES, your competition is probably going to copy you. And that’s just too bad! No sense crying about it, instead, step up again. That’s what keeps you on top. If you had the upper hand for 10 years offering free wifi and putting whipped cream on top of your coffee, and then finally others started copying you, you have no right to cry about it and whine that business is all cut throat and not like the good old days. True business people CREATE faster than others can DUPLICATE.
What worked in the past probably won’t work in the future, so be aware of that, be okay with that, and keep raising the bar.
To your success,
PS – Told ya it would be shorter! If you’re struggling to come up with new ways to differentiate yourself and create an experience, reach out. Often when you’re “in the box,” it’s hard to look beyond it. EMAIL ME and let’s get to work putting you at the TOP of your consumers minds.
CEO RYS Group
The Blais family enjoying the views at Lake Tahoe.
RYS Group Inc.
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