This past couple months, I have been working with a children’s apparel client on growing their business. Together, we looked at the number of on-line and retail competitors and use of pay per click ads. Competition like most product categories is intense and there are often many more on-line competitors than brick & mortar because of the lower start up investment for on-line business compared to a group of retail stores.
Additionally, unchanged over the last 20 years, in most businesses, 50% to 70% of all first time buyers never shop a second time. Plus, many businesses do not make money on the first purchase. As we all know, with Internet technology, customers can comparison shop, have become price savvy and opportunistic.
As you think about your business, what are the answers to what sets your business apart from the competition? I had two great shopping experiences last week, which caused me to think about this topic. Let me relate their stories as to why they were memorable.
Great customer service from MasterBuilt©
My wife’s cousin came to vacation here this summer. He loves the clam bake we do each year. As a gift he bought a MasterBuilt turkey fryer fueled with propane so that we didn’t have to cook it over a wood fire. The clam bake also has chicken, veggies, and sausage which take far longer than the shrimp and clams to cook. Suffice to say the propane burned purer and much hotter than wood and food was baked to the bottom of the fryer pot. No amount of effort cleaned that pot.
When I called MasterBuilt customer service, I related the story and the agent asked for the serial number on the propane burner, my name and shipping information and then told me it would be there in four days. Hey, wait a minute you didn’t take my credit card; or tell me what the cost is; or charge shipping! Or ask for my receipt (bought at the local Ace Hardware)? I could hear the smile in her voice when she said, “It is guaranteed for one year.” My comment, “Even against dump mistakes.”
MasterBuilt made me a customer for life. Their website says,
“When someone buys our product, they aren’t just a customer to us – they become a member of our MasterBuilt community. We love to share recipes, product tips and even photos or videos of dadgum good food with our community.
My immediate reaction was to go to their website to see what other products they have and to post on Facebook. Definitely, the most memorable customer service experience I have ever had! Are you interested in the next customer only or create a community?
For your customers, what sets you apart as a wonderfully positive experience? I realize you can’t generally give away products based on dumb mistakes but it’s worth thinking about your policies and service as compared to the competition. In every aspect of product selection, fulfillment and customer service what creates the memorable experience?
Great discount pricing at Sportsmans Wholesale
Morehead City, a coastal North Carolina fishing capital, has many good sports stores. As I understand it, Sportsmans Wholesale buys overstocks, liquidations and bulk buys. For example, I bought two pairs of shorts with Gander Mountain labels. While they have a large assortment of saltwater fishing, hunting and accessories – granted they don’t offer product depth in all categories.
Wow! I couldn’t believe the low pricing – I could tell the difference. My point is that price discounts weren’t just a few products – prices were 30% to 50% off everything. Many businesses advertise big discounts – some play games - others don’t use a large enough discount to move products quickly. I’m a careful shopper but I found $171.00 worth of stuff I needed to have! Can't wait to shop again.
Back to my main point – as you view the competition, what sets your business apart? How have you made it a WOW customer experience? In my opinion that’s what makes Amazon such a formidable competitor.
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