“When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion.”
When we discuss relationship marketing in retail we land up discussing Customer Relationship Management. Anything and everything that one can do to fulfil his/her customer’s needs. From individual loyalty programs to corporate loyalty programs and from frequent shoper to best customer, the needles of the clock revolves around the customer only.
But in retailing, relationship marketing is not all about CRM. If we don’t count on following two entities, we’re doing injustice to them. They’re
1. Trade Creditors (Supplier or Vendor)
2. Staff (Sales Person and Back-office)
The above two are equally important in building the foundation and ensuring successful running of your establishment.
Like CRM, your store must run a loyalty program for vendors and staffs. It could be like Best Supplier or Staff of the month.
Do not forget to include your vendor’s staff as they’re the link between you and your vendor. And do remember to add your back-office staff (managers, pakcers and delivery boys) as they’re back-stage artist and without their efforts the show will not run.
To begin, create a wish list box and encourage your staff and vendors to drop their comments and suggestions to help you improve on customer service and build reputation for store.
Remember, you’re not selling Products and Services, you’re selling Goodwill
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