Pulse: Fresh Starts in the New Calendar Year
At this time of "the rolling year," as Marley's ghost calls the December-into-January transition in Dickens'
A if that is the inevitable downside to the merriment of the season come January 1st, then the counterbalance is the upside benefit of a clean calendar, offering each of us the opportunity to begin afresh.
us an entirely blank slate.
return hassles. But you can convert that potentially sour-lemon experience into lemonade.
As the CEA's Janvier Depeazer points out in this month's "Consumerscope" column, "a positive return experience encourages customer loyalty for both the retailer and manufacturer." Not many customers bring a product back because they regret the purchase; it's usually for a reason that can be addressed by the retailer and sometimes (via the retailer) by the manufacturer. Research shows that these reasons have mainly to do with a product defect, trouble with its setup, or a price issue. What's more, three out of four consumers bring the product back to a physical location. And that means feet in the door for the retailer—and the opportunity, when that retailer offers a fair-but-friendly return policy, for fostering a tighter consumer bond and the type of consultative relationship loyalty that is impossible to build through a website.
—and the personal list will probably include "lose weight" (see research citation above). But this month's "Accessorize" columnist, Bill Stewart of Petra, suggests that that particular resolution should extend to your business goals as well.
mix choices, Stewart suggests that they waste little time this January in working to convert any dead inventory into cash that can be invested in—and all have exhibited the ability, in their own ways and at every turn in their careers, to seize fresh opportunities, make lemons into lemonade, and measure up to the legions of challenges that our industry has a way of serving up with astonishing regularity. Hats off to them!—a