The Retailer Opportunity to Surprise and Delight

I received an iPhone this Christmas from my wife.  It was a wonderful gift. I really wanted it.  So much so, that I had already researched it online, compared all the other phones available, including prices, features and data plans.  So when I went in to get it (with my wife), the discussion went like this: “Can I help you?” asked the assistant.  “Yes” I said.  “I would like to purchase the iPhone 4”.  “Ok – do you have any questions” he asked.  “Not really, do you have any fun cases?”  “Over there”, he said.  He put the new phone on my existing plan and I left.  Actually my wife bought it for me, and I naturally gave her a big kiss and we both went on our way shopping for the kids. 

Ok, so there are no Jingle Bells in that Christmas story, but there is an implication. 

Shoppers are reaching a point where they have more information, and know more about products, than sales associates do. 

1. Shoppers have online access to in-depth product information from manufacturers and comparisons across products from industry experts.
   
2. Shoppers have access to all competitor pricing on their mobile phone in seconds.  If they have not checked the price before getting to the store, they can scan the UPC and check competitive prices immediately.
   
3. Technology is now being tested to allow shoppers to see if a product is stocked at your targeted retailer or where the product is stocked.

Online information will replace the assistance most retailers are equipped to provide.    Certainly some shoppers will want to be helped along the shopping process.  But the trend is moving strongly in that direction.  Smaller, independent retailers won’t survive long if they try to compete with mega stores that look more like a warehouse with a cash register.

NRF's Store Magazine has a great article on some of the ways that retailers can surprise and delight.  Some of the core themes:  Get online and become a player in the social media world, enabling mobile technology and Facebook to help break out of the pack.  Put the power of QSR codes into the store, allowing shoppers to find interesting video and product explanations.  In other words, participate --  don’t ignore the online world and the control that consumers now have over the content and selection.  Secondly, allow consumers to participate in product selections and give them exciting and surprising new ways to have a say in what their experience will be in that store.

Surprise and Delight and human experience.  While the traditional information tools that in-store assistance used to provide may be moving online, the ability to “surprise” and “delight” in a human way stay squarely with the retailer.

The Art of the Personal Sale

We live in an interesting age in business.  The internet has helped us build our awareness with search engines, blogs,  discussion boards, and websites.  If you can just get something out there, someone, somewhere will see you.   It’s a great new world.  We embrace the internet as an awesome tool to help others become aware of you.  

But in business, you have to build relationships.  You can't do serious business without them. It’s hard to get to know someone online.  There will come a point when you eventually have to connect with somebody, look them in the eye…and close the sale….in person.

Man selling goods in an Istanbul market – photo by Bob Clark

In many places throughout the world, the tradition of face-to-face selling is a time-honored ritual.  If you someday get the chance to go to Istanbul, you should definitely go shopping in the marketplace.  You will notice something interesting.  People want to sell YOU something – the focus is on “You” not “something”.  In fact, if you want to buy something, i.e. a rug (very popular in Istanbul), the shop owner will want to sit down with you, pour you a nice cup of apple tea, and talk…for a while.  Really, there is no other way to buy a beautiful rug.  That shop owner needs to get to know you to understand what makes you tick.  You will discuss the goods, he will grow to know who you are, where you are from, your name, your kids and what you like.  You WILL buy something – you certainly don’t have to, but you will really want to.  It is a wonderful ritual in the art of selling. 

So as we navigate the Internet Age, don’t lose sight of the heart and art of the personal sale.