17th May 2011
Retail Advice
I tweeted some time ago that Retailers can be categorised into two types depending on how customers see them and use them, clearly I exaggerate to make a point however in essence the principle is true, if you are a Retailer you are either a chip shop or a hairdresser!
Most of will be familiar to moving to a new town and trying to work out where the best chip shop is located, usually this means that some of the early visits are not as good as you wanted and you quickly move on to the chip shop with the huge queue outside on a Friday tea time. You are persuaded by the improved quality and/or service and have made the decision to be loyal to that chip shop. You might talk about it to others and act as an advocate, sometimes to the detriment of the ones you tried previously.
The day will come however when you are very hungry and your chip shop of choice is closed for one reason or another, what do you do? You go to the next one down on your list as your stomach tells you that it was never really that bad and it’s on the way home anyway. Your loyalty has been temporarily brushed aside. Most people would treat their large grocers in exactly the same manner and the large retailers count on the promiscuity of the customers to a degree. Internal departments however within the grocers can become something far more powerful from a loyalty perspective, they can become hairdressers!
If the scenario is the same and you move to a new town far enough away from your previous location then after casual investigation ofnew hairdressers/Barbers are sought. The result is seldom the same however as the chip shop. If after a few less than successful styles at different hair-dressers you settle on one you like, you will give absolute loyalty to that hairdresser. It is not likely to be the most convenient location, it may not have the best prices nor have the most attractive assistants but this does not matter because when you come out of there you feel good and if ever the time came when you could not get the appointment you needed you would never go back to one of the previous stylist. Your loyalty is absolute; if you were persuaded to go elsewhere you would feel guilt and remorse. In loyalty stakes as a Retailer you are either a chip shop or a hairdresser, which are you?
Visit our home page to see more on Retail Advice
James Mcgregor
http://www.retail-remedy.com
0161 408 3021
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