Making it easier for you to spend your money

It seems these days if you want to have a viable service or retail outfit, you have to entice your customer with elevated convenience.

In grocery stores we see coffee bars, and bigger take out food sections. In gas stations we now have pay pass, and greater convenience sections in store. And recently, although the idea is counterproductive, I’ve seen the drive-thru pharmacy.

While gassing up at a Petro Canada this morning, I found that I was unable to purchase my car wash at the pump. I paid for my gas at the pump, but the car wash option was not available. I had to physically go into the gas bar to pay for my car wash which I found inconvenient. They explained that they had to update their system to enable the car wash function. As a result, I will not return to that gas station simply because there are 5 more within 5 km that do offer the car wash option at the pump.

The failing in this scenario was that Petro Canada did not make it convenient for me to spend more money with them. As a result, they have lost a customer.

Retailers now have to increase their investment into researching competitor’s convenience offerings, the majority of which are technology based. Air Canada now has iPod docks and free in-flight movies. When planning your strategic initiatives consider that the majority of the time it’s a very small advantage that will draw your customer to choose you over your competitor. Offer the advantage.

Examples of convenient advantages:

• Pay Pass
• Self Check Out
• Shelf talkers (Sales, Specials, Recommended, Loyalty points)
• Loyalty programs
• ATM machines
• Satellite stores in store (Bank, Coffee Bar, Wine Store)
• Full Service