The Six Ps of Retail Marketing

The Six Ps of Retail Marketing

Branding, Business, Customer Service, Marketing
There are four Ps of marketing...product, price, place and promotion. All are equally important. When it comes to retail marketing, though, there are two additional Ps, presentation and personnel. How you execute with regard to all these Ps can make a difference between success and failure for your brand or business. Many retailers are struggling in this day and age. Are they focusing enough on the two additional Ps, areas where they could possibly establish a competitive advantage over the competition? Amid COVID and a marketplace in which the only constant is change, nothing is easy today for brick-and-mortar stores. That's one reason why we're seeing more and more empty store fronts on main street. That's one reason why more and more retail is going etail.
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How to Satisfy a Dissatisfied Customer

How to Satisfy a Dissatisfied Customer

Boston, Branding, Business, Customer Service, Instagram, Leadership, Marketing, Public Relations
How do you satisfy a dissatisfied customer? Ask Norm Laviolette, CEO of Laugh Boston. He knows. He demonstrated recently what a business should do when a customer complains. He went above and beyond to turn a bad customer experience into a good one. When someone complained on social media about the chicken wings she ordered at his establishment, he went out of his way to resolve the issue. He personally delivered to this customer not just another order of chicken wings, but free tickets to an upcoming show, a $100 food and beverage voucher and a T-shirt. Good for you, Norm. Kudos, props and cheers to you and Laugh Boston for providing such an exemplary example of ridiculously awesome customer service. P.S. Thanks to Maureen Dahill's Caught In Southie article,…
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How Close Are You to Your Customers and Prospects

Customer Service, Mark Schaefer, Marketing, Social Media
In business, we want to think of our customers and prospects as relationships, not transactions. We want them to like and respect us, to think so highly of our businesses, brands, products and services, that they’re loyal to us forever. We want them to feel close to us, to know that we’ve got their backs, that we’re listening to them, that we care about them, that we want them to be happy with everything they get from us. I recently read a blog post written by Mark Schaefer in which he talked about something called parasocial relationships. That’s what I’m talking about in this post and the accompanying video. As Mark explains in his post – which you can read here – a phenomenon that started out in the ‘50s,…
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A Good Bedside Manner Goes a Long Way

Branding, Business, Customer Service, Marketing
My wife, Barbara, wasn’t feeling well the other day. After talking to her doctor’s office on the phone, we decided to go to a local on-demand healthcare facility, CareWell Urgent Care in Marlborough, where she could get the quickest treatment possible. We didn’t have to wait more than a few minutes before she was seen by two different nurses and thoroughly checked out. Not only did she receive exceptional care at this facility, the medical team’s bedside manner was ridiculously awesome. They spent a lot of time examining her as well as just plain comforting her. They weren’t just extremely professional, they were incredibly personable as well. BIG thanks to Kristen and Virginia, the two nurses who took care of Barbara during our visit. You. Me. We can all learn…
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The Importance of Customer Service

The Importance of Customer Service

Business, Customer Service
It's known as friction. It's anything that gets in the way of anything less than a stellar customer experience. Brick-and-mortar retail operations can't afford to have any degree of friction come between them and their customers in this day and age. There are simply too many competitors vying for the same sales, whether that competition is located down the street or somewhere on the internet. Customer service can be the difference between success and failure. Poor customer service is not only bad for business, it can put you OUT of business. The best products, the best prices, the best marketing, the best advertising...can't overcome an abundance of friction.
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