When I tell people about my Clear the Path philosophy, I explain that when you try new things, sometimes answers will emerge to problems that you don’t even know you have.
Recently I needed to get a small adaptor for a microphone. It’s not a common thing and I went over to a nearby Radio Shack in search of the part.
I haven’t been inside a Radio Shack in at least three years. But I know that the stores have lots of stuff and I could get what I needed faster there than if I ordered it online.
The clerk in the store immediately offered to help me find the adaptor and we were soon searching a section with dozens of similar products. After about two minutes, we found it. The clerk then said something that surprised me.
“That display isn’t very good,” she said.
I had to agree. Product after product were tightly shelved and each one featured small type that was hard to read. That could be a turnoff for customers.
As I walked away with my purchase, I wondered if the people who design the displays ever receive feedback from store associates. Maybe they design displays only based on getting as much product as possible into the store.
Later when thinking about my experience, I realized that I may have stumbled into a branding opportunity for the retail chain. It’s not about the displays but more about the customer service I received.
If I was asked to come up with a branding statement, I’d say: We’ll help you find the thing you know you need.
While this may not bring forth the sound of poetry, it was true. I somewhat knew what I needed but didn’t know what exactly it was called or where it was kept. The clerk helped interpret my problem and got me what I needed.
True, it would have been more fun for both of us if the displays had been better designed. But the detail I’m focusing on is not having to do the search alone.
Not long ago, I read that Radio Shack was starting to use the term, “The Shack,” in some of its advertising. The idea was to make the store seem more hip to customers.
Based on my experience, a better choice would be to stress the customer service people receive. It’s hip to be served well. That’s a promotable strength that Radio Shack appears to be leaving on the table.
In your business, walk yourself through the customer experience. You may discover a little change that can improve your bottom line.
