Wednesday, 7 September 2011

A man without a smiling face must not open a shop

What a great Chinese proverb.

It is spot on and a key part of delivering a great brand experience at the buy stage of the path to purchase. The first moment of truth.

We all know shops we have visited when we had a poor brand experience with the sales person (rude, poor advice, no smile, etc). As a result we may have been put off buying or at least felt less inclined to rush back to buy again.

On the other hand, we have also all had a great interaction with a salesperson. A smile was probably a key part that left you with the feeling of a good buying experience.

It does not take much but can make a big difference.

Retailers know this but don't always have clear values or training in place.

Sure, it takes time and money but if you look at the loyalty and potential advocacy it is worth it [check-out advocacy drives growth paper from LSE].

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