The Value of Respect

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The Value of Respect

Part 6 in a Series on Loyalty Retailing

Are we fast approaching a world of retailing where every consumer is just a walking profile that retailers will be able to target with precision? How can a retailer use its customers' data in a way that respects their privacy and their individuality?

In redefining the way consumers shop in the future, retailers need to walk the fine line between respecting their customers' time by presenting a targeted selection and invading their customers' privacy. Retailers who are able to use their loyalty and customer relationship programs wisely will become the big winners.

In order for a retailer to become a loyal friend they first need to become a brand, and then infuse their brand with human qualities. Humanized retailers create an atmosphere where customers are able to relate with it and form emotional attachments, much like the way they relate to human beings. This type of branding is not the same as the creative process used by marketers. It is the core essence of a retailer -- who they are and what they represent to consumers.

Retailers who humanize their brands react to their customers in a manner that shows their own humanity. These retailers respect the customers and communities they serve because it is a sound business decision and the right thing to do. They seek to belong to the community because the community is made up of their customers and potential customers. As part of the community, retailers gain respect as "one of us," who live and breathe in our neighborhoods.

Communities can be geographic or demographic, virtual or three-dimensional. As long as it is a space where interaction takes place, there is the potential for community. In building their stores or Web sites to reach their community, retailers can begin the branding and loyalty process.

As members of the community, retailers gain entry into their customers' lives. This allows the retailer to begin the courtship of friendship and personalization. By showing respect, interacting, providing help and information, and respecting customers' privacy, the retailer becomes a friend.

Once a friend, customers are willing to open up and share their private information. Information that the customers give to help their friends get to know and help them, and in return, the customers help the retailers with their loyalty. After all, everyone is more loyal to those they have shared their secrets and private information with, and have proven themselves worthy of the honor.

Using a customer's private information to show her exciting and interesting solutions and meeting her unique needs wins friendship. It is about personalizing, not targeting. It reinforces the retailer's brand and the friendship with the customer. It creates a win-win for both retailer and consumer.

In being seen as a unique and special person inside a larger community that both the customer and the retailer belong to, the targeting process is humanized. It becomes desirable personalization instead of an annoying commercial targeting tactic. Personalizing a friend's shopping experience enforces branding.

Retailers need to remember that their brand is their personality, what makes them unique and personal. Retailers who shift the focus of their marketing away from their brand and onto consumer targeting may face the loss of their community appeal and find out that they no longer belong.

Next week we'll tie this series together with a number of useful links to resources, vendors and articles you can use to improve loyalty and build friendships in your business.

Read More...

Technical Tips

Tender Denominations

Set up Tender Denominations to make it easy for your cashiers to make change and count opening and closing amounts. When you enter Tender Denominations for your Cash Tender Type, your cashiers will be able to count the number of coins and bills, instead of calculating the values. To set this up in Store Operations Manager, click on Tender Types, and Cash. Click on the Denominations box and enter the denominations. When you casher is entering Opening or Closing amounts, they can click on the Calculator button and type in the number for each coin and bill.

Finding Holiday Staff

by Richard Fenton                                                

Here are a few ways to help you get those last minute staff members for your team?

Direct Recruiting?

Okay, the reality is, it is probably too late too start a direct recruiting campaign and have it actually impact your holiday hiring. Especially because, many of the great candidates you source may not be ready to make a job change at this time of year (especially if they look forward to special commissions or bonuses.) Many of the people you will see may in fact be holiday help which is great if that?s what you need however, in this case, the time you spend (doing recruiting the right way) will probably outweigh any potential benefits.

Now however, if you have a ?farm? of potential applicants, it is certainly a good time to give everyone a call to touch base. It?s also a good networking strategy as your candidates may know others who?d like to work a few extra hours during the holidays. And who knows, maybe they would like to!

Networking?

Some years back I worked for a company that was having a going out of business sale? during the holidays of all times? with prices up to 70% off! We weren?t busy? WE WERE MOBBED! The first day we did $53,000? at 70% off? in a 6,000 square foot store!  I needed people, and I needed them quick. We ran a newspaper ad, but didn?t get much response. So I did the only thing I could think of. I went around the mall and introduced myself to the manager of every store, telling them I needed people. Of the 40-50 managers I met, virtually every one of them said the same thing: ?Hey, we need people, too!? I said, ?Okay, thanks,? and left.

Not much happened for 2-3 days, then someone drifted in and said they were told by another store we were looking for people, and it was a good applicant! The next day, several more people came in, saying the same thing. Within a week I had more applicants than I knew what to do with!

Referrals?

Talk to your most reliable associates and gather referrals.  We say ?reliable? because you will find that associates tend to hang out with people like them. So you can increase your chances of a good hire by getting referrals from your best people. If possible consider offering some sort of referral bonus however small. Obviously if it is for a six-week stint, the bonus can?t be much more than lunch or a gift card to Starbucks and cannot be tied to longevity. But it could still be a nice incentive and could help you build your team.

Retail SpotLight

Meet Our Staff

Anthony "Tony" Anderson, Hardware and Network Technician

Tony has been a part of the Advanced Retail Management Systems Technical Services Department for 8 months.  His job responsibilities include the set up of all new computers and peripheral hardware for clients.  Tony is always busy; as projects just keep coming in.  Prior to working for ARMS, Tony worked for another point of sale dealer that specialized in the hospitality industry.  He has brought a wealth of knowledge and experience to the job.

This Denver native is married to Sue and they have 3 sons ranging in age from 17 to 22.  Tony spent 8 years in the US Army and then worked for 14 years as a paramedic.  ARMS and its clients are very pleased to have someone with Tony?s work ethic and skills be a part of the team.

Back-to-School Spending to Rise 9% This Year

NRF SmartBrief

U.S. college students and their parents are expected to spend a combined average of $956.93 on back-to-school products this year, according to a new NRF survey. "Because the college years are an important time for young adults to express their individuality, retailers will pull out all the stops to catch students' attention," NRF CEO Tracy Mullin said in a statement. "Colored laptops, stylish cell phones and distinctive dorm furniture will appeal to today's students and should be big sellers in retail stores across the country."  Read More at Reuters (8/14)