Creating and Maintaining Custom Store Promotions That Work

Why are so many supermarkets, grocery store and retail outlets so stale and delinquent in their own space? It's not that they lack bright and cheerful employees or smart planners. What is missing is investment, brand management, architecture, interior design, customer anthropology and custom promotion design.

Let's go over 10 key elements that will greatly improve the customer experience while vastly improving your overall brand.

1. The promotion is honest, transparent and encourages customer interaction.
2. Employees and managers are organized, happy and eager to serve customers.
3. The use of technology is integrated at all levels of the operation, making choices for customers easy and fun.
4. Customer service is not just wallpaper or marketing - but centered on the brand. Benchmarking is used not only to track performance, but to fix problems and locate areas that need improvement.
5. The entire shopping experience is easy and enjoyable. The transition from shopper to buyer/customer should be fun as much as it is practical.
6. Failure and recovery is the primary test of whether the brand is working, and if it values customer business and loyalty.
7. Details matter. Everything from visual signs to scripts and receipts are part of the experience and management. Make sure your displays are appealing and alluring.
8. Competitive benchmarking is not just measured by profits, but by customer satisfaction.
9. Service and performance must be consistent. The goal is to make this part of the reputation that is hardwired into the minds of your shoppers.
10. Reward your employees for good service. Give your personnel incentives for maintaining your good reputation.

Too often companies and brands get the basics wrong. More often than not, it is these small details and basics that are the easiest things to change. Making sure you offer the right services and promotions at the correct location in your store is imperative. Don't place advertisements for produce near the dairy case. Make sure you place your cartwipe stand in the entry way right next to the shopping cart corral. The key is to learn how to link the brand to service and delivery. This requires learning who, how and what customers do and expect when they enter your store. Don't make promises you can't keep. Make sure your visual brand is consistent with the reputation you build with your customers. At the end of the day - if you don't offer good service or if the brand fails to deliver, shoppers will go elsewhere.