By Alicia Fiorletta, Senior Editor
Many retail executives and experts point to Miracle On 34th Street as an example of how retailers should be conducting business. More specifically, how they empower their associates to communicate and engage with consumers.
Remember when Kris Kringle told a parent to visit a competing department store to get a specific toy because it was cheaper there?
Well, I have to be perfectly honest, I never had an experience like that until this past weekend. I ventured off to a nearby Carter’s to pick up some new outfits for my nephews and for a friend of mine who is about to give birth to a baby girl. As someone who is not yet a parent, I do tend to go overboard when I’m surrounded by cute onesies and outfit sets.
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Needless to say, after my expedition, I tallied up a bill of almost $200. I’m a member of the Carter’s deal program, however, I was having trouble finding coupons in my email.
“Oh well,” I muttered at the sales associate as I shuffled to get my debit card out.
“Just look online,” she responded.
“Any recommendations for where?”
“Google ‘Carter’s coupons’ and you should get a link to our coupon and deal section.”
She was right. After typing in the phrase maniacally into my iPhone, I clicked on a link that directed me to a section of the Carter’s site that touted the latest online and in-store deals and coupons.
I selected the coupon that best aligned with my purchase and was able to trim my bill down by almost $40!
While the kind associate didn’t encourage me to visit a competitor’s store, she did give me valuable advice regarding how to get the best bang for my buck. Rather than try and get more money out of me, she was honest and very helpful guiding me along the coupon-hunting journey.
At the end of my transaction experience, I received even more coupons for my next visit. Because of my great experience, I’m more likely to go back to the store and buy more items rather than letting the coupons expire.
So based on my experience, what advice do I have for you? Here are some ideas:
- First things first: Always make sure your coupons and discount codes are easily accessible and redeemable across channels.
- Educate your associates: Teach them the best way to interact with consumers at the cash wrap provide them with an optimal scenario of how they educate them about rewards programs and how to find discounts.
- Empower them to take action: Should a consumer not be a member of your rewards program or not have access to a coupon, give associates the opportunity to come to the rescue and apply a special discount or coupon. Believe me, your customers will appreciate it.
Does your retail business take any of the above steps? I would love to hear your strategies and how your consumers are responding!
