What is Your WOW Moment?
How are you WOWing your customers?
Recently the Social Experiment Staff read an interview with Stew Leonard Jr. talking about how he and his employees create WOW moments for customers at Stew Leonard’s (an upscale grocery in the Northeast) and how he feels that it’s the lack of special moments that other retailers don’t provide their customers that keeps his customers loyal to his stores. He’s right, 100% unequivocally right.
Consider this, our company is located in a smaller community that has around 10 grocery stores. Some of them are nice, some of them are Walmart. But when we were recently on a business trip to Phoenix, we stopped by a grocery store. I can’t tell you the name, but what I can tell you is that it was beautiful; the produce department was accented with gigantic, beautiful floral displays and every item was placed with complimentary colors throughout the department. The shelving throughout the store was a dark wood and they offered many items we had never seen in our local grocery. The sensory experience caused us to increase the amount that we spent there. That is what Stew Leonard’s is all about and THAT is what you should be doing for your customers. Discover your WOW and offer that to your customers over and over, always try to give them more than what they expect and you will be successful.
We recently worked with a national produce company who was great at using social media to talk to consumers but was ignoring their retailers and buyers. They were providing these important contacts with information about their products, but kept reverting to the standard sales pitch every time. Once we convinced them that they had more information to offer, things changed. The company started producing a blog specifically directed to retailers that shared information about produce merchandising, growing, harvesting, how to pick the best produce items; the list was endless. The information provided was specific to the produce items this company carried, but offered retailers specific knowledge that they could then pass along to their consumers. That simple change in how they treated their suppliers became indispensable in educating the buyer and creating customer loyalty. They WOWed their customers with simple information… what will you WOW your customers with?