All Of Life Is A Sale
The gravitas of our retail business, coldly defined, is a profitable sale of goods to the final, ultimate consumer. The retail experience can be better-defined through a simple spirit of giving called “customer generosity.”
Not just coupons, special sales, drive period promotions and or paper rewards but rather through one-to-one ambient care and generosity for a consumers' happiness. After all, who can resist being happy? Who can resist generosity? Who cannot be grateful for a brand, for a product, or for a retailer who makes them happy, who delivers generous service, support and smiles before and after the sale. Generosity is a profitable magnet. Generosity begets generosity. In retail speak generosity is the language of profitable boomerang store traffic.
In our socially charged world, consumers define retail brand-leadership in mere seconds. They decide whether a retailer becomes their favorite brand or not “right after their first purchase or when their service begins,” per recent survey results from ClickFox. And according to a new study from Thunderhead.com, American consumers don’t feel their relationships with businesses (read brands) are improving. According to the findings, 25 percent of customers would switch to a different provider (brand) on the basis of just one single negative experience and 1 in 5 would never re-establish trust in a provider after a significant negative experience. Finally, only 3 percent of Americans completely trust the advertisements they see, read or hear, according to the results of a survey conducted by YouGov.
It is axiomatic based upon this research that consumers define retail brand-leadership in mere seconds. Of course, in our hyper-social-networking lives consumers also promulgate their positive or negative definition of a brand experience across the clouds instantaneously. And according to YouGov’s survey, retailers cannot simply advertise their way around lackluster in-store service and support. No way, no how!