Imagine two kinds of people looking to meet a life partner (for the purpose of this analogy, we make them both women). These two ladies are headed for the same venue in the hope of meeting someone fabulous, with whom they could possible start a deep, meaningful and very enjoyable relationship.
The one is dressed to kill and guaranteed to attract a lot of attention, but she is very shy and spends most of the evening in the corner by herself. The other is a total extrovert and very engaging, but presents herself in a questionable manner, which is not half as attractive as her bubbly personality. As the evening progresses neither of them are attracting the right attention and finally they are doomed to return home without any new potential on the horizon.
Now imagine two kinds of stores. One is absolutely beautiful and therefore eye-catching enough for people to walk in and look around, but since no-one engages with them, they all leave empty-handed. Which means no real opportunity was created for them to fully enjoy the experience and therefore return in the near future. Then there’s another store which is hygienically challenged, rather untidy and actually quite off-putting. Even if the staff are extremely engaging and helpful, the customer is still inclined to leave abruptly, because it’s a visual mess. Which means they didn’t enjoy the experience much either.
Now imagine a store with striking looks and a dashing personality… a real opportunity for delightful engagement and future ‘dating’ possibilities. Who on this earth would not want to go there? And buy? And return to browse and buy again? And again?
Let’s face it, if customers like what they see, and they enjoy the experience, they are sure to want more, time and time again.
That is the beginning of the deeper and much more meaningful ‘Retail Relationship’.
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