Don’t eat tomorrow’s breakfast and beat the competition

That nothing happens is bad news. Because it happens, but you can’t see it. So, pay attention. You wake up at the same time for years, reach for a pastry box and eat breakfast, say, your favorite slice of butter. And then one day you will find only crumbs. Wake up someone early and have breakfast for you. At work, it’s similar to your food. The more dependent you are on finding everything in the same place in the morning, the more likely you are to be deprived of bread.

Who will eat your breakfast tomorrow?

Lehits entrepreneurs know that change is a part of life. And whoever wants to be successful cannot avoid it.

And just the moment you feel you are doing a good or very good job. It will also surprise entrepreneurs who are not very satisfied, but the change scares them more than the current situation.

Do you know when the iPhone was created? At a time when Apple was doing amazing and when iPod music sales were breaking all records. However, Steve Jobs began to worry about his next breakfast when he realized how easy it was to create playback songs in a cell phone. People won’t be wearing a few devices, but they will get one that can do all of that. Therefore, at the time of victory, he saw a real threat on the horizon and decided that he must be faster than the competition.

When you get used to having breakfast at its place every morning, you are on your way to losing it.

He also eats a small breakfast

But small business owners say, “I don’t have a tech company, but I do have a small store. I don’t care.” There is likely to be a real difference in size between Apple and your business, but that does not change anything. When you get used to having breakfast at its place every morning, you are on your way to losing it. That is why I have prepared some information for you, What your major competitors offer or are already preparing for. Not to scare you, there has been enough unpleasant news lately, but to convince you that it is worth getting up early tomorrow and beating your opponent ( You can find a number of good ideas in the e-book The Secret of David’s Slingshot).

Change the look of the store

In the past year, some retail chains have started investing in redeveloping the interiors of supermarkets and hypermarkets. They focus on a more friendly environment, but also cater to customers’ attitudes inconspicuously and courteously. For example, Penny Market is similar to its supermarket stores ( See the article How does the Penny Market do it). Clients view markets, especially farms there, as a source of high-quality food, so with this simple “trick” it is possible to raise the notion that the quality of goods in the supermarket has also increased. Sales areas for chains are ventilated And there is more space, even for customer meetings. There are more refreshment venues and children’s corners inside the store rather than outside.

Of course, not every small merchant has the opportunity to redesign their store from the ground up, or tear down like Lidl and build a new store. But you can definitely make it more attractive even with small and inexpensive adjustments. You can solve the eternal conflict with no space by saying so Less sometimes more. Limit the merchandise someone buys about once a month, and instead set up a counter with pastries, a coffee machine, and a table with a few chairs. I know it’s not easy, but it’s just a change of perspective. You can’t even imagine how many merchants remove toothpicks from dusty merchandise with the silly argument that when they remove them, fewer customers will walk away.

The real magic behind the knocker can make smart lighting. Dimmer fluorescent lights are not a selling tool, but an obstacle to good work. However, you can also keep it (washed) if you light up some store spots in spots. Try it, for example, temporarily, and see how it works for clients.

Sensory Marketing

The fact that there’s been more talk lately about the role of other senses, such as smell or hearing, doesn’t mean that your competitors haven’t used them yet. Grilling and preparing goods in supermarkets is not even intended to serve hot food such as Attacking customers’ noses. In fast food, they allegedly intentionally spread the smell of (artificial, of course) French fries through air conditioning. The result is clear: a customer savors something fit in their stomachs and buys more than they originally wanted.
The chains are also focused on hearing shoppers. Penny Market has its own radio, broadcasting programs from morning to evening, a selection of 500 songs, mostly Czech and Slovak, but also foreign, news from home and abroad, various tips and the like. I haven’t listened to it yet, but if they do market well, The choice of music is not random. Research shows that it affects what customers buy. For example, when it looks classic, it focuses on more expensive goods.

First and foremost, stop playing commercial radio stations in your store with loads of commercials and current offers. It doesn’t matter to you that you do free promotions for someone completely different from you, and grab customers’ attention from your merchandise through catchy tunes and third-party ads. Create your own “playlist” (watch out for copyrights) and play music that resonates with what you sell.

As for the smellThis is not a problem at the grocery store. At worst, you can buy a small grill on which to roast just one sausage to smell the inside. Discard anywhere else according to the assortment. The leather goods store should smell leather and the bookstore have books. If you sell furniture, replace the store with wood or varnish. Have you also noticed that new cars smell strange? So customers have to feel it all over the showroom. Clothes also have an odor. Today there are enough experts who will advise you on choosing and preparing the right scent. he deserves it ( More also in the article How many senses do we have? One?).

Loyalty cards

According to a study by GfK Czech, the number of club card holders in retail stores has increased by more than ten in the past two years. 94% of customers actively use at least one loyalty card, but we usually carry around ten of them in our wallets. The most common are chain cards, especially with fast-moving goods and drugstores as well as drugstores. Loyalty card holders use them with every purchase. The most famous of them is Tesco Clubcard, which, according to the series, already passes more than three quarters of the turnover. And let’s not just miss this information The loyalty program is the most important reasonWhy do customers visit the store frequently.

Fortunately, traditional traders no longer had to fall behind on the chains. There are actually several offers of so-called “multi-customer cards” that are valid at more merchants. But beware, they don’t always offer what customers value the most on Tesco Clubcard: refunds and points of purchase. Often (and likewise loyalty cards for gas stations and other stores) is a gift offer that may not suit everyone. Not everyone craves a plush toy or race car model. Money is money. If you want to have a installed system that you set up on your own that will promote you at the same time, bet on it IM + loyal customer.

In-store experiences

Another study, this time from Deloitte, found that Consumption of experiences Commodity consumption has tripled in the past two years. And it’s an in-store experience, not a vacation or an adrenaline rush. Changes in the interiors of the chain stores also respond to this in some way, as do other measures. Last year, they traditionally became the IKEA and Lidl dealer of the year. Both chains give their customers more than just buying inexpensive merchandise. They combine it with a better or different experience. This sets them apart from the competition. Cheap furniture or groceries can be bought in many stores, but without experience, it is often very boring.

Small merchants have a great advantage over chains in this area. They can build experiences and emotions on an immediate personal relationship with clients, as in intuitive marketing. Remember that all strong emotions are always associated with contact with other people. This is an area where the strings have not penetrated much yet, because they have been going in the opposite direction for a long time. But times are changing. So start building up timely experiences around the personal nature of sales and customer service. You have the right conditions for that.

A new generation of customers

Was the so-called MillennialsGenerations of people who grew up at the turn of the millennium. They really deserve attention, because these are our new clients, who will prevail in the near future, and at the same time sometimes differ significantly from their parents in decision-making. Of course, chains have known this for a long time and adjust store appearance, merchandise selection and method of sale accordingly. The aforementioned market environment at Penny Market is also a reaction to young people’s attitudes. Their parents, who still remember empty shelves and queues for toilet paper, are basically very grateful customers. But millennials shop with the belief that they have the right to have everything they want right away. At the same time, their needs are not limited to goods, but they do want the same experiences we have already talked about. They take it for granted, so they just don’t admit that they can shop differently and not compromise.

Watch how branded merchandise spreads the way young people realize on chain shelves. Not in the sense of traditional brands, millennials are looking for products that they can identify with or that express their attitudes. Brands with a story. Organic, exceptional, fair, etc. I recently discovered, for example, bran bags in a supermarket. As we are older we will not consider them appropriate to eat, but as you can see, times change. Do not take it lightly. Entrepreneurs in particular from the previous generation simply give young people a provocative sausage poster, and therefore think to solve everything. You cannot tell customers what they should be. You always have to adapt ( And you can do this with an ebook Lehits in-store marketing)


Millennials have also been linked to use New technological possibilities. While their parent’s generation had to learn to work with computers, the Internet, and cell phones, millennials were born into this environment and consider it as natural as the regular water of fish. Therefore, most chains already use a number of mobile applications, are active on social networks and are building online stores. IKEA recently launched its online store, although that wasn’t so fun. It is difficult to convey the atmosphere of stores online. But she had to adapt to the young clients.

I see a very big problem on the part of traditional traders. When we started talking about electronic records of sales, a number of stories were told of entrepreneurs in their 50s and 70s who could not deal with modern devices, including computers and smartphones. Personally, I don’t think it’s that hot. Every now and then, on the train, I hear retired seniors say to their friends on the phone: “Save money, when I get home, I’ll call you by Skype.” However, the truth is that even middle-aged entrepreneurs try to avoid tools like the web, social networks, or newsletters. Their peers may continue to forgive them, but millennials will definitely not forgive them. So, while this may seem like a side problem, modern communications and technology are associated with it A necessary condition for business success. Well-known entrepreneur and investor Evan Bellney said that soon it would be pointless to talk about the digital economy, because there would be no one else.

The intuitive businessman is a little paranoid about it. When he’s doing his best, he’s already wondering who can eat breakfast tomorrow. Continuous improvement can reliably prevent this.

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