I shop a lot at amazon.com and I rent movies through netflix.com. Those two sites know me. They know what I look at, what I buy, and what I watch. Subsequently, when I go back they’re able to suggest other things I may like as well.
Once upon a time our town had a comic book store and the people who worked their knew their comics. They knew them to the point they could, if I bought MongoDROID Issue 17 they could suggest that I might also like Mongopolypse Issues 12-16: The Chubby Rain* mini-series. This sort of product knowledge that they had was what kept me coming back to their store.
When I used to go to GameStop here in town the staff there was able to help me pick Nintendo DS games based on what I’d bought in the past and subsequently returned. They knew what I’d bought and kept and were able to suggest games that I might not otherwise have considered (anything with an animal in it I would never choose to buy on my own). Their expertise in their area was what kept me coming back as a customer. It wasn’t great prices or anything like that. I wanted to talk to someone about something that interested me and get feedback and suggestions. (the staff now isn’t as good as what they had before so I don’t shop there. I went in yesterday while waiting for a hair appointment and they ignored me while I looked at a game system, not a game, the system… that’s a big sale they didn’t even try for. It’s why they get no more of my gaming dollars.)
I don’t make any purchase over a hundred dollars without first finding out if there are amazon reviews on the product. Seriously. I use the wisdom of the masses to help me buy things. I was looking at car stereos today at a local car stereo shop and got some part numbers. I’ll look them up for reviews before I buy. Not because I don’t trust the guy. He was pretty helpful and the information he had on my old stereo matched up with mine. But we don’t have a relationship yet. I don’t know if he’s motivated by commission or trying to sell out old product or trying to help me, so I’ll consult Amazon.com
and Crutchfield for information first. That relationship is something that is important to consumers. Hank Hill references it when he talks about “his car guy” in an episode where it turns out that through his masterful negotiation skills he’s paid “Sticker price” for years. That’s a case where the salesman was a jerk. I’m not talking about that. I’m talking about the establishing trust, having a specialized knowledge and expertise, and having a desire to help the customer get what they want.
When you’re in retail, and I am… if you’re a smaller specialty shop this is what your employees have to do. They have to know the product in the store. They have to engage the customer and find out what they’re looking for, what they’ve tried, what they liked and didn’t like about previous purchases, and try to figure out what is in stock at that moment that will help the customer right then. If it’s not something that’s in stock at the time the sales person needs to be VERY good to have the customer come back to them. If I tell the customer, “Oh, you mean the widgetmaster 2000? That’s EXACTLY what you’re describing and sadly, we’re out of stock but should have some by next Thursday for the low low price of something reasonable,” the customer is now armed and able to go to Internet.storefront.not.me.com and order it there… and I lose out. It’s not their fault. It’s my fault as a retailer for being out of stock.
This is a clarion call for all those boutique type stores out there, those one-shot type stores that do one thing… if you’re not going to do it well, you’re not going to do it long. That comic book store I was talking about? I thought they did things REALLY well. Knowledgeable staff, big selection, no competition within 100 miles to speak of, and plenty of local events to keep people coming in. They went out of business anyway. So, if you’re NOT doing it not just good, but really good, you’re not going to be doing it for long. Sometimes, even if you are doing it really well the ball bounces the wrong way and places go out of business. There’s no reason to be in retail if you don’t like retail. Honestly. There are so many other jobs out there, why do one you don’t like?
*Two points if you know the reference and give it in the comments.
PS: What’s the picture of the bowl of Trix have to do with anything? Nothing, but isn’t it bright and colorful?