San Antonio—The current retail market has been disrupted not only by the economic downturn but also by consumer behavior and a fragmented media landscape. One of the rising trends of online marketing is discounted prepaid coupons for products and services. This business model is in its infancy and predicted to grow exponentially.
For many retailers that are early adopters, it is quickly becoming part of their advertising and promotion mix. One of the most recognized brands is Groupon and locally Yollar co-branded and promoted through KENS 5. Russ and Desiree Dembeck owners of Benjamin Hair and Company used the service to promote their business with a Valentine’s Day special. It’s a good thing the special only lasted two days because it went viral generating two hundred and sixteen new customers.
For off the shelf purchases this rings up as a sweet spot but for Benjamin Hair it created a scheduling challenge. Russ and Desiree are bullish that their investment in this type of promotion will lead them to more angel customers like Gina. She is a walk in customer that has become a brand ambassador for the hair salon driving her friends and family to also become loyal customers.
For off the shelf purchases this rings up as a sweet spot but for Benjamin Hair it created a scheduling challenge. Russ and Desiree are bullish that their investment in this type of promotion will lead them to more angel customers like Gina. She is a walk in customer that has become a brand ambassador for the hair salon driving her friends and family to also become loyal customers.
Creating a repeat customer is critical for the sustained health of any retailer. Russ is very vigilant to the customer service experience that he even works the front desk to keep his pulse on it. He insures that the customer is wowed and satisfied beyond their expectation. In fact he fosters an open door policy to hear customers’ feedback to make sure they correct any less than satisfactory complaint.
When the Dembeck’s purchased the hair salon from the retiring founder four and a half years ago, they never expected the impending economic bubble burst. Since they were new to the industry they quickly set out to grow this new enterprise. One thing they were amazed was that many of the walk by traffic did not know they were a hair salon. They fixed this problem with a large neon sign that improved their visibility. Desiree who is also a beautician has been featured in TV segments increasing their brand exposure.
When the Dembeck’s purchased the hair salon from the retiring founder four and a half years ago, they never expected the impending economic bubble burst. Since they were new to the industry they quickly set out to grow this new enterprise. One thing they were amazed was that many of the walk by traffic did not know they were a hair salon. They fixed this problem with a large neon sign that improved their visibility. Desiree who is also a beautician has been featured in TV segments increasing their brand exposure.
Brick and mortar businesses now see the need to have a strong digital storefront for more than just advertising. With the explosion of technology and social media, a highly engaging web portal can be one of the best investments for the marketing mix. It can be a sales person 24/7, a news channel, a PR department, and a lead generator.
Russ can attest to this since he has been the architect of the company’s web site. According to him he has seen a strong response rate since he started it. Retailers can take away that business is not “as usual” and it takes thinking and acting out of the box to grow out of the slow economy.
In addition the Dembeck’s recommend:
- High visibility with neon signs that identify your type of business and open for customers.
- A very well lit and inviting ambiance to your establishment.
- A web portal that is updated regularly and search engine optimized.
- A “can do” attitude to accommodate the most demanding customer since one never knows if one is dealing with a future “Gina.”
- An open mind to always learn and try new things that make good business sense.
- And last but not least media exposure and networking with influential people that can be brand ambassadors for you.
Are deeply discounted online coupons the new school of doing business? There are too many variables to say conclusively for all business but one thing is certain, they are here to stay.
Comments