I’ve just spent a few weeks in Holland on family matters. A busy time, but I did manage to fit in a little bit of retail therapy (the sales were on)!
I’d like to share a shopping experience of good customer service, follow up and marketing practice that you can use for your own marketing.
1. My sister and law Amanda and I walked into this nice shoe shop. As we walked to the shoe racks, a sales lady came up and asked if we wanted a cup of coffee. We said yes and a few minutes later a steaming cup of coffee arrived.
(this made us feel good on a cold winter’s day – great service and a bit of wow factor).
2. We carried along trying on shoes and boots and both ended up buying 2 pairs. Upon check out, they had a good pitch why we should also buy this very special shoe cream that would protect the shoes. (This is a good upselling strategy – what else can you sell your customers?)
3. After we paid for our shoes, they asked if we wanted to go in the draw to get our money back. Who would say no? We put our names and email addresses on a list.
(Here, they’re building their database so they can stay in touch).
4. The next day, we received an email with a 5 Euro gift voucher for our next purchase and additional sale reductions.
(This would encourage you to go back and buy more, or buy shoes there again the next time).
5. Several days later, we received another email with the new collection shoes. Great follow up!
As a customer (and marketer), I find this impressive. It’s not rocket science, and not difficult to do. What it does do is create a very pleasant shopping experience and an incentive to come back…
I will, the next time I’m in Holland!
So, what can you do to create that great customer experience and keep in touch with them?
I’m back, so till next week!
Marijke Dunselman. Click here to read more about us!