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Journey of Trust
Author: John Stanley
Provide a Rewarding Experience for Your Customers

Step Four: Journey of Trust

Step One - Journey of Discovery

Step Two - Journey of Inspiration

Step Three - Journey of Excitement

Step Four - Journey of Trust

You have got your customers’ attention through your innovative marketing, you have dared to be different. Then you inspired them when they first entered your business and when they have purchased it has been an exciting and rewarding experience. Now it’s time to win the customers’ trust so they keep coming back.

One of the most important issues for retailers is a lack of trust by consumers. In the U.S.A. consumers do not trust businesses and in recent Australian surveys 69% of respondents mentioned they do not trust big business. This is a huge opportunity for independent retailers.

During the 90’s we saw independent retailers lose market share to the large box store retailers who could purchase at a better price and pass the savings on to the consumer. Independents found it difficult to compete, but now the game rules are changing.

Large retailers are still able to buy on price, but consumers now prefer to trust small, local, independent businesses that have a trust strategy. Small businesses now have a unique marketing tool, the ‘trust’ factor.

The “Trust” Factor
The key is how you use this tool to your advantage. If you are perceived as a trusted business you have an opportunity to expand your market share. Customers talk about trusted retailers.

What can you do? Consider the following actions:

1.Name Badges
A garden centre owner in New Zealand recently changed his name badge to say “John Smith, Proud Owner”. This small detail has made a difference. One of the most common comments he has received is “I did not realise you were a small business, I thought you would be part of a chain”. Research carried out by Shopper Anonymous in Australia indicated that people who wore name badges were perceived to provide 15% better customer service.

2.Promote
Promote the fact you are a locally owned business in your adverts and at the entrance and exit to your store. Remind customers and thank them for supporting ‘local’.

3.Team Information
Place certificates and photographs of the team near the checkout. This provides the personal touch and also promotes the knowledge of the team.

4.Products
Promote products you use and believe in. Promote these on your signage and make sure all the team recommend them and are consistent in their recommendations. i.e. “we use x growing media when potting our plants up” “we recommend x polishes to care for your furniture.”

5.Inform
For example, in the garden centre, inform your customers that you select plants that are hardy and have been acclimatised to the local weather conditions. There is a perception in the marketplace that often plants, in many garden centres, are distributed nationally and are not hardy.

6.Celebrities
Promote local celebrities, recommend the products they recommend and get them into your store whenever possible.

7.Sponsorships
Sponsor local relevant events. Be seen to be involved with local clubs and charities. Do not be shy in getting your name promoted at such events.

8.Guarantees
Have a risk reversal guarantee on products that you sell. Risk reversal means that whatever they do, you will replace the product if it does not meet their expectations. In my experience some store owners grasp the marketing opportunity it provides, whilst others worry they will be abused. Risk reversal is a marketing strategy and should be looked on as such.

9.Training
Ensure all your team are trained in customer service and product knowledge. Trust comes from retailers who are confident. Confidence comes from those who feel they have the capabilities to sell professionally.

10.Trust
And finally, brainstorm “trust” with your team. I am sure they could expand on the above list and expand the trust marketing tools in your business.

Over the last four articles we’ve taken you on the customers’ journey through your business. The key is to walk your store in the customers’ shoes. As retailing becomes more competitive, you will constantly need to evaluate what your doing. The days of setting up your business and keeping it looking the same for long periods have long gone.

Customers today soon get bored and are looking for new stimulation from your business. Bored customers leave businesses. Don’t play safe, it’s the least safe thing you can do in today’s market.

About the Author

John Stanley is a conference speaker and retail consultant with over 20 years experience in 15 countries. John Stanley Associates produce an e-newsletter specific to retailing, this includes innovative ideas and advice to help you grow your profits. If you would like to receive a regular copy please visit www.johnstanley.cc or email us on newsletter@johnstanley.cc.

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