This week’s Smart Marketing Move goes to: BANANA REPUBLIC.
Black Friday is known for its great deals, but also its long lines and mad rushes into stores. I figured I’d try to take advantage of the midnight opening for various stores at my closest mall on Black Friday. As expected, the stores were as packed as a regular business day, with the few exceptions that weren’t participating in the sales rush.
The first store we went to, Banana Republic was surprisingly neat and still relatively calm. We walked in and right away, one of the employees came up to us and asked if we needed any help and if we wanted a dressing room. We immediately took her up on the offer for the dressing room and it was a smart choice, because they quickly filled up.
The employee came back a few times, to ask if we needed her help, but didn’t hassle us, and proceeded to get different sizes and colors of the different pieces we were trying on. We had tailored service even in a chaotic setting. It was nice to feel like more than just a consumer. I’m not sure if the people were getting time and a half or working on a commission, but the fact that the people working took the time to make sure that each person was helped made my willingness to continue to patronage their store a huge plus.
Lesson Learned: Making your customers feel like VIPs is a crucial part of keeping them coming back for more. Plus, fantastic Black Friday deals don’t hurt the inflow of people. When you offer tailored service and accommodation to customers, people feel seen and like the attention. Good work Banana Republic on making Black Friday a memorable and successful event.
“Outthink the Competition Rather Than Outspend Them”
Author: Leslie Wolff, CEO of Smart Marketing Group, speaks from experience as an entrepreneur, sales and marketing executive plus advisor and coach. Les has “walked the walk and talked the talk.” The knowledge that he imparts with passion has been learned in the toughest of schools, “Real Life!”, in the trenches, on top of the mountain and everywhere in between.