With just 4 shopping days left before Christmas, retailers everywhere were pulling out all the stops to get the consumer dollar – perhaps everyone except Big Brand Store.
Expecting stores to have extended shopping hours, customer X arrived at Big Brand Store at 9 am – to find the store closed.
Expecting stores to have extended shopping hours, customer X returned to Big Brand Store at 10 am – to find the store closed.
Expecting stores to have extended shopping hours, customer X did not try again and left saying “I am done with Big Brand Store“.
Perhaps Big Brand Store does not open until 11 am but here is THE most important thing Big Brand Store could have done differently to save the sale…
Have your hours of operation clearly posted on the window or door of your business so your customers know what to expect – rather than expecting what they want.
Customer X went to Big Brand Store to purchase a gift card.
As a result of customer experience, Big Brand Store lost…
- a gift card sale,
- additional sales that would likely occur when the gift card was redeemed, AND
- potential sales from everyone customer X tells about her experience.
I happened to be the first person customer X told but I am sure not to be the last. And yes, it had an impact on my view of Big Brand Store too.
“Customer Experience has long arms!”