Friday, 18 June 2010
A LESSON IN BUSINESS DELIVERED WITH THE GROCERIES
I got my groceries delivered the other day. Nothing earth-shattering about that but what I experienced while I ordered my fruit and veg was.
So usually I am a Sainsburys or Tesco girl for the mix of price and service, and the loyalty cards. I love Waitrose but tend to think of them as a little expensive, however, the other day I got a voucher offering £15 off my first online order. I made sure to use it as the offer felt like a good sized amount and it meant the groceries wouldn't be anywhere near as expensive as what I felt they usually were.
Ordering was no different to the other supermarkets, however, delivery was where Ocado really came into their own. I got a free text reminding me of the impending delivery and any substitutions that had been made, the delivery docket also outlined the use by dates of all the products, all groceries were delivered in colour-coded bags for freezer, fridge and cupboard and the bags contained a sample of gourmet tea and a flyer documenting further services offered by Ocado. One of which I will take advantage of in the future.
I was left floored. Not only had Ocado got me to order from them when I was sure I never would, they impressed me so much with their service that I would go back again. And what had I learned?
1. That you need to understand what barriers there are to people not buying from you/using your service and develop offers that address this.
2. That you need to look at every point of contact with your clients and work out the best ways to impress at each stage.
3. That you need to engage in dialogue with my clients and see where you can improve.
4. That you need to look at your competitors and see what you can do better or differently.
5. That you can charge more for something, if you offer amazing service. Also, don't you think people talk more about the amazing service they got, as opposed to the cheap price?
6. That the little touches can make a huge difference!