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How do you feel about standing at a counter in a retail
store and having a staffer ‘check you out’ with a look that quite clearly signals you’re attempting to rip them off? Not a nice feeling, huh? Prepare yourself for
several such encounters in the near future, because if like me, you quite regularly update IT or electronic equipment, the retailer typically won’t know their own
advertised or promotional prices.
In just the last few months, I’ve had horrible experiences with Makro, Game and Hi-Fi Corporation. The first two were for
computer printer purchases and the latter for a digital camera. In all three instances, there was a breakdown in the communications value chain between the retailer’s
marketing department, their ad agency and their stores. I’ve now adopted the default position of taking with me, the ad (on a publication page showing the date) or the
brochure for the product I’m wanting. Makro on two occasions had the previous (higher) price on the advertised printer – until I showed them their own supplement. No
apologies were forthcoming.
The Hi-Fi Corporation experience was the most annoying. A supplement (not the usual tabloid kind) but a A4 booklet on electronic
products came in my copy of the Rosebank Killarney Gazette. I made the mistake of not taking it with me to the Hi Fi Corporation Woodmead branch. The staff there knew
nothing about the R 3 199 price on a Sony Cybershot 7.2 mega pixel camera. They called their ‘back office.’ They too knew nothing. They phoned the marketing people who
announced (somewhat triumphantly) that they didn’t advertise in the local area Caxton tabloids. In desperation I had my houseman fax through the back cover of the
brochure on which the camera was advertised. They most ungraciously proceeded to check the fine print regarding the promotion period (there wasn’t one!) as if I might
be trying to rip them off on that front as well. Eventually, the store manager, in a truly miffed tone, said: ‘Give the customer the camera at R 3 199.’ A horrible
experience. Not only a half hour of wasted time, but the feeling of being a con-artist in training because links in the marketing, advertising, store information value
chain are missing. I subsequently took up the issue as a matter of principle with Hi Fi Corporation’s Marketing Executive, Neil McLean, who was helpful, polite and
understanding. I hope he and his marketing people will save other customers from the impression that when there’s a price benefit you can expect poor service and zero
courtesy.
To the marketing ladies and men in retail throughout the country – keep the communications channels open and moving. Your promotional ‘special’ prices
usually have a ‘period limitation’ printed on them, so there’s no reason why you can’t let your coal-face staff know really well in advance what’s coming up. Even if
it means announcing it on the intercom before you open your doors in the morning.
I’ve said it before and I’ll say it here: The sound of your customer’s voice
is the sound of your salary cheque speaking – yes, yours too, Marketing people!
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