A Lowe’s commercial recently grabbed my attention. It opened with a sales person asking a customer, “How much garland did you use to decorate your home last Christmas?”
One couple attempted to add it up. He started, “Around the fireplace…”
The commercial cut to another guy who readily admitted, “I have no idea.”
The scene dissolved back to the husband of the first couple who continued, “Going up the stairs..”
The wife added, “Spools and spools…”
Then the commercial switched to a third lady who confessed, “We don’t know how much garland.”
To which the sales person replied, “Don’t worry. MyLowe’s tracks all your past purchases so that you can have that same great look again this year.”
At the end of the commercial these words were written on the screen: We scan. MyLowe’s remembers. Your life gets easier. Sign up in your Lowe’s store today.
Lowe’s has set up a program which tracks the amount of garland a customer bought last year so that he can buy the same this year. This makes the customer’s life easier because he does not need to figure it out, either mentally or physically. By offering to make the customer’s life easier, Lowe’s gives the customer a reason to set up the My Lowe’s account. I’m sure that somewhere in the fine print of the account, Lowe’s gets the customer’s permission to send e-mails to that customer, too.
In doing this, Lowe’s has truly served the customer by making his life easier. Lowe’s has helped the customer without giving a discount. Today, customers are more interested in being helped than in getting a discount. Saving information on a customer’s purchases so that you can help him out in the future makes life easy for the customer. Customers love easy.
The amount of garland or the color of paint are excellent examples of this. Another good example is important dates. If your customer buys from you every year for an important recurring date such as a birthday or an anniversary, collecting that date information is helpful to your customer. Use the information you collected to contact the customer in advance of the date and make it easy for the customer to take care of sending a gift or reserving a table.
Every business can do this.
All you need to do is set up a database and create a system whereby you collect this information. That system can be as simple as entering the information each time a customer buys all the way to the sophisticated electronic system that Lowe’s has established. Regardless of how you keep up the database, realize that today databases are critical to serving your customers and keeping in touch with them.
All businesses, no matter what size, should have and maintain a database on their customers. It spells profitable sales.
One couple attempted to add it up. He started, “Around the fireplace…”
The commercial cut to another guy who readily admitted, “I have no idea.”
The scene dissolved back to the husband of the first couple who continued, “Going up the stairs..”
The wife added, “Spools and spools…”
Then the commercial switched to a third lady who confessed, “We don’t know how much garland.”
To which the sales person replied, “Don’t worry. MyLowe’s tracks all your past purchases so that you can have that same great look again this year.”
At the end of the commercial these words were written on the screen: We scan. MyLowe’s remembers. Your life gets easier. Sign up in your Lowe’s store today.
Lowe’s has set up a program which tracks the amount of garland a customer bought last year so that he can buy the same this year. This makes the customer’s life easier because he does not need to figure it out, either mentally or physically. By offering to make the customer’s life easier, Lowe’s gives the customer a reason to set up the My Lowe’s account. I’m sure that somewhere in the fine print of the account, Lowe’s gets the customer’s permission to send e-mails to that customer, too.
In doing this, Lowe’s has truly served the customer by making his life easier. Lowe’s has helped the customer without giving a discount. Today, customers are more interested in being helped than in getting a discount. Saving information on a customer’s purchases so that you can help him out in the future makes life easy for the customer. Customers love easy.
The amount of garland or the color of paint are excellent examples of this. Another good example is important dates. If your customer buys from you every year for an important recurring date such as a birthday or an anniversary, collecting that date information is helpful to your customer. Use the information you collected to contact the customer in advance of the date and make it easy for the customer to take care of sending a gift or reserving a table.
Every business can do this.
All you need to do is set up a database and create a system whereby you collect this information. That system can be as simple as entering the information each time a customer buys all the way to the sophisticated electronic system that Lowe’s has established. Regardless of how you keep up the database, realize that today databases are critical to serving your customers and keeping in touch with them.
All businesses, no matter what size, should have and maintain a database on their customers. It spells profitable sales.
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