If you accept the rules of the game, you cannot win. So, play by your rules. A decisive soccer match begins and your opponent challenges you to choose the side where the sun shines in your eyes, the wind blows against you and the goal is clearly bigger. You agree without blinking. This is nonsense, isn’t it? But why are so many traditional merchants willing to accept the rules that chains dictate to them?
A flock of sheep follows the path shown by the strings. Lehits entrepreneurs go their own way. Successfully.
Customers want nothing more than low prices and discounts. Clients don’t want any relationships. Customers want to shop ASAP. These are the rules that go with strings. But only them. If you believe them, you will be beaten.
“However, relationships are important for loyalty, and loyalty significantly affects revenue and costs.”
Do customers just want low prices?
They are right. But without it “only”. Customers want more, but if they get nothing else, they won’t have to choose by price. Do chains direct customers to certain items other than the special discount? of course not. Will the shopper get any additional merchandise information from it? never. Can he talk to the seller about that? He is happy to see one at all.
At local little Tesco, I counted only 21 events in the fresh veg and fruit division. This will no longer allow shoppers to shop other than the price.
However, as smaller retailers, you cannot be cheaper than discounts and offer more promotions than supermarkets. You cannot pay the supplier more than one large chain. But you can talk to clients about the goods. People often They prefer quality over low price. This is evidenced by the popularity of regional and ranch products, which are usually more expensive. But someone has to explain it to them. Chains can’t do that, so they force you not to.
Clients don’t crave relationships?
The marketing manager at a supermarket chain told me, “Customers don’t want any relationships. They want to take the merchandise and pay and go.” He was basically right. It is difficult for customers to build a relationship with the store. They always need people and they are slow to chain stores. Additionally, people there usually have as much empathy for shoppers as their shelves. ( Read also To earn more, strengthen relationships with customers, just the little things).
However, relationships are important for loyalty, and loyalty significantly impacts sales and costs. It’s no coincidence that acquiring a new customer costs up to ten times as much as retaining an existing customer. Small retailers are closer to customers and thus can easily maintain good relationships in person. People don’t have the chains to do that. That’s why they convince you that it only delays customers and annoys them. Don `t give up.
Clients do not have time?
Once I spoke for an hour with a customer who previously informed me that they only have a few minutes. How did you do that? She talked about what interested him.
According to the chains, the customer should travel through the store as quickly as possible, pay in the cash register for self-service and do something meaningful. It works practically in supermarkets and hypermarkets. Where are the times when you can eat and sit down. But they have a problem. This is exactly what online stores will offer today, and you don’t even have to change from home slippers and go somewhere on the outskirts of town. So e-stores will be at the forefront of the chains, which also enjoy the same marketing based on the lower prices.
But the chains on the playing field want to take you on, too. Simply because it is intended for an online store Easier to attract customers to a small dealerWhich does not contain as large a selection as the string. So if it comes to the game. Nor should you do that.
The customer does not have the time and owns it. When he goes to an exhibition or theater, he doesn’t like standing in front of the box office. But he’s definitely not going to pray for the show to take place in five minutes and for the actors to be represented in a quarter of an hour. So if you don’t have a queue in front of the checkout, but buying from you would be so much fun that customers would never look at your watch, you’ve won.
This is the best thing that can set you apart from the big competition. Tendons cannot do that. Online stores can’t do that either. You can handle it And you have the best conditions for that.
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