I was out with a friend of mine recently when a coat in a shop window caught her eye and she asked if I minded if we went in so that she could try it on. Well what does a gentleman do in such circumstances? “Of course not”, I replied cheerfully.
While she went off to try her coat I did what most men do on these occasions; try to keep out of the way, not look too bored, and of course say the right thing when asked (only joking).
So, I had a look around. The shop was certainly full of some beautiful clothes, but that wasn’t what had got my interest. It was the fact that this business owner really knew their stuff.
They had some very nice looking shoes; expensive. However, it was the sign behind them that was just brilliant. It said that they only purchased a small number of shoes so that they remained exclusive and when the shoes were gone, well that was it, they were gone. So if you loved the shoes you had better buy them. They had covered it all; quality, fashion, scarcity and fear of loss.
However, it was the next thing I spotted that I really liked. A magazine, lying on a small table. On the cover was a beautiful woman in a red dress (I love red). On two sides of the table were chairs and they were out of everyone’s way. I sat and picked up the magazine. Underneath was a magazine about motor racing, under that a magazine on shooting, and then one on sport. This was just perfect. And then ‘the penny dropped’.
What a brilliant idea! Keep the man happy and guess what? The lady will spend more. And she did.
But, there was still one last thing to come. The loyalty card. And even this was clever. Firstly, my friend had already earned four points and she only needed ten points to get her first reward, but the really smart thing was that the card stayed in the shop. Therefore she could never forget it and miss out on those valuable points. But even better, anyone could use it for her; so even more custom for the shop. Now that’s very clever.
Obviously my friend would return, she also had a place where people could buy her presents (and she would earn extra loyalty points), and of course those people might buy for themselves and the whole process would start again. As I said – very clever.
So, what could you do in your business that would have the same result?