Successful Marketing - Ideas For Business Pros | The Little Things That Make A Big Difference To Your Bottom Line

The Little Things That Make A Big Difference To Your Bottom Line

kimhillman | 16 December, 2008 08:08

A couple of days ago while I was at the mall for my daily mall walk, I stopped into a restroom at the most upscale department store on the mall. This restroom has four stalls, one of which was apparently out of order. Normally, this particular mall gets very little action on the weekdays, and compared to other local malls it gets little traffic even on weekends. But, with the Christmas holiday just over a week away, there was actually a line in this particular restroom.

The lady in front of me mentioned the stall that was out of order, saying how inconvenient it was and she wondered why such a nice store would allow the stall to go unchecked and remain unuseable. I couldn't help but agree, and I mentioned that the restroom never does seem to be very clean. For that matter, neither do any of the others in any of the other stores on the mall, but from this store you would expect something better.

Both this lady and myself left that restroom and that store with a bad impression, and it will be a lasting one. This was one of those little details that, handled improperly, created an undesirable experience for shoppers. How could this problem be solved? Quite easily. The store could have the restroom checked by employees every 30 minutes to make sure it is clean, there are plenty of paper towels, and plenty of soap. A problem would be reported to janitorial services which would respond immediately. As an added touch, seasonal flowers could grace the counter top next to the sink, and a bottle of lotion could be placed there as well. To really go the extra mile, a couple of boxes of tissues could be added. This would add to the positive experience of shopping in that store, rather than detract from it.

Whether you have a brick and mortar store with restrooms, or yours is an online only shopping experience for your customers, little things matter alot. You need to find ways to go above and beyond the ordinary and what is expected to give shoppers not just a positive experience, but one that they'll love so much they can't help talking about it. In the case of the restroom example above, people may not rave about the improvements, but they'll remember them and enter that store and bring their friends into it if for no other reason than to use that restroom as opposed to any others on the mall. That means they'll probably browse in that store once they leave that restroom, and browsing quite often will lead to buying.

How about your business? What can you create, change or fix to give your customers a better experience? Maybe you can offer free shipping and easy, no hassle returns. Or, perhaps you can offer better customer service over the phone or in person. Even something as simple as a thank you card from your company to let your customers know you appreciate their business will leave a favorable impression.

Up and at 'em!

Kim Hillman

Up & At 'Em Publications

www.upandatempublications.com