The Eighth Day Tip:
One particular department store amazes me at how difficult they have made it for customers to purchase an item. They spend hundreds of thousands of dollars taking out two page advertisement spreads in the newspaper, yet they don’t deem it necessary to make it easy for customers to buy. A couple of times I have seen an item that I wanted in their news ad and have gone into the store. I have found the item and then tried to purchase it, but can’t find a checkout register that is open. The last time I wandered the whole first floor of their store and finally got so fed up, put the item down, and left the store. My feelings toward them became one of anger at having wasted my time, and secondly of disgust. Obviously, as an in-person customer, I wasn’t as important as their online customers and the store is only a shell for their business. They really don’t want to have to pay clerks to man the registers or keep the counters stocked and clean. I won’t go back.
Customers are going to do business with companies that make it easy to interact with them. That could be on the phone, on-line, or at your physical location. Ask a friend who has never shopped at your business to be a mystery shopper for you and go through the motions of making a purchase. It’s important you look through the lens of a customer. Many times you have been at the business for so long that you forget how much you know and the customer doesn’t. How would they rate the experience on a basis of 1 – 10, 1 being very difficult to make the purchase and 10 being extremely easy to make a purchase. If you get less than a 9 or 10 – do something about it because you are losing future customers.