It was always thought that Amazon’s real advantage was price, but actually Amazon is also winning the retail game on service. Specialists should take note and follow a few rules to fight back.
“We always thought we were protected by service and installation. But now they are killing us on service. They can say ‘John we haven’t seen you in a while,’ [in an automated email blast]. Or ‘John, you left this in your cart,’” said Marcel Newell of Avidworx, conducting a series of seminars at KnowledgeFest in Long Beach, CA last month.
The fact is that Amazon has redefined customer service and customer contact. “Amazon is top of mind. So what are you doing to win that top of mind conversation?” asked Newell.
Here are two key suggestions:
Check Your Google Reviews
You may already know that 84 percent of consumers research a purchase online. But 74 percent of them are doing so on Google, so Google reviews have become an essential part of the buying process.
In the car audio industry, most retailers only earn about 8 to 14 Google reviews. The goal is to get 50 good reviews and one bad review. And make sure you respond to that one bad review by inviting them to contact you to see if there’s a way to resolve the problem.
The salesman, when demoing a new sound system can call up an app designed to solicit reviews and ask the customer to submit his review.
Email Marketing
Every $1 spent in email marketing yields a $40 return, said Newell.
Perfectionist Autosound in Alaska even sends ‘real world mail’ postcards with ‘Thank You’ messages. “At the end of the day the salesmen would send handwritten thank you cards. When remote start season starts he is booked out three months. There are more remote start stores near his store than anywhere in the country. Why would people wait 3 months to go to his shop? It’s the way he treats customers,” said Newell of Perfectionist owner John Schwartz.
Newell recommends sending out email blasts tied to special incentives such as:
When a customer’s remote start battery is nearing its end of life, invite him in for a free battery replacement. Then show him all the cool stuff you sell.
Daylight savings time–Offer to set the radio clock and get a free audio inspection twice a year when the clocks change.
Send out emails to customers just before their warranty expires for a free inspection.
There is software available to allow you to automate these emails, including from BusinessWorx, owned by Newell.
Even if the customers don’t come in the shop, the email keeps your store top of mind, he said.
Also, don’t be afraid to send out a survey. If you get a good score, ask the customer to share it on social media.
Newell recommends sending emails for customer engagement twice a month. You want to aim for at least 20 percent of your customer list opening the email. As long as you don’t get too many customers unsubscribing to your emails, then you are not email too frequently.
Remember, it takes six months for any marketing tool to work, Newell added.
As a local retailer/installation/service center , do you install products a customer has purchased on line or do you turn them away ? Double edge kind of thing , I think . On one hand you gain labor dollars on the other your killing your retail profits . Or do you just quote 30% to 40% more for install of on line products to offset the losses ? Would love to hear what other retailers have to say??
Tibbs in Windsor
I personally hate you forgot something in your cart emails I won’t buy from that store it kills my mood and I stop shopping with them.
Reality is… Amazon makes shopping easy. Easy education. Easy price comparison. Just about risk free purchasing. While the consumer is in the Amazon parking lot his car is not likely to be dinged by a shopping cart. Most important the consumer does not have to be offended by incompetent store personnel. The reality is IF the brick & mortar guy thinks about the consumer experience through the consumer’s eyes, it is rather simple to re-capture that “top of mind’ position that Amazon so often enjoys, BECAUSE WE DO NOT MAKE IT AVAILABLE TO THE CONSUMER. I humbly suggest the following points…
1. A clean parking lot
2. A clean and well merchandised store
3. Capable sales & tech staff
4. Make the consumer feel like he is the only guy in the store and that you are really glad he has visited you
5. Show that you are proud of what you do
He’ll buy. He’ll tell all of his friends. He’ll provide great reviews. Do the same for the referrals he sends and you have the installing specialty retailer’s secret that AMAZON can’t hope to deal with…
A capable human being who is sought out for answers.
Elect to treat the consumer with something less and YOU PUSH the business to Amazon.
Ray Windsor