Filed under: Business Models
Today’s post comes from Bridgz data technician Sharon Neuenfeldt.
When I go shopping, I have some pretty strict rules that govern my choice of store, given the product selection I’m looking for.
For example, where do I go for groceries – Cub or Rainbow? The Cub store nearest me has easy access to parking, the aisles are wide and the checkout process is usually pretty fast and painless. My local Rainbow? The parking lot is a nightmare, the aisles are crowded and illogical, and the checkout process takes forever. So, no brainer, I go to Cub.
I use the same rules to decide if I go to Office Max or Office Depot, Target or Walmart, and so forth.
However, when I run out for lunch, I repeatedly go to a local restaurant where it regularly takes a 10 minute cruise to find a parking spot, the lines are long and checkout can take anywhere from two minutes to 10 minutes. Why?
The answer is quality and service. The food is always good, the people behind the counter greet me cheerfully and remember my favorite meal choice and I always feel better after going there.
This store has managed to get me to break my own rules by providing benefits that outweigh the negatives when I’m making a choice.
I often imagine store management rubbing their hands together in joy when they see a packed parking lot, crowded aisles and long checkout lines. I wonder if they also know what percentage of their customers is thinking, “I’ll never come here again!” and what percentage is thinking, “This is bad, but it’s worth it.”
If I were them, I’d make sure I did know, and I’d engage my entire staff in decreasing the first and increasing the second – convincing customers that the end result is worth a bit of pain.
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