If Your Brand’s Future Is in the Hands of Millennials, You Should Be Worried
No wonder DIRECTV is gaining market share.
And then there’s my local Safeway — another example of how not to let the kids run the asylum.
After spending nearly 45 minutes strolling the aisles and loading $200 worth of groceries in my cart, you’d think the cashier and bagger would do everything in their power to ensure a pleasant check-out experience so that I’d come back again. The cashier (a little older, wiser and a lot more savvy) was trying to get me through the line efficiently, but the millennial bagger found his cell phone far more fascinating than my groceries piling up at the end of the runway.
I finally caught the cashier’s eye and murmured “tell him to put his phone away.” Her response was barely a whisper: “YOU tell him to put it away. No one listens to me.”
So I did.
And he did.
And I filled out the survey at the website at the bottom of my receipt, suggesting it be a store-wide policy that workers leave their cell phones in their lockers. Shouldn’t that be an obvious “rule” in 2016?
When I repeat this story to others, I hear equally challenging experiences from clothing boutiques to shoe stores, cafés to bookstores. Young, entry-level workers choosing to keep their heads down, eyes focused on a tiny screen instead of looking at customers and offering help.
Retail stores, while declining in total traffic as compared to websites, are still the brand face for many businesses. So instead of pouring millions into automating back-end, online, shopping tools and sending me daily emails with specials, invest in some in-store customer service training. My experience with your brand is in their hands. And for the folks at Comcast/XFINITY and Safeway, that should be a scary thought.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.