IMPROVING YOUR CUSTOMER'S R.O.I.

FOR ALL RETAILERS

We are all constantly looking for new ways to increase the customer count in our stores, bars and restaurants. At the same time, your customers are looking for a good return on THEIR Investment. That’s right. A good return on the customer’s R.O.I.

We sometimes tend to take for granted the actual customers who come through our doors. These are the people whose purchases pay our bills. I think we need to look at them in a different light.

Placing ourselves in our customer’s shoes, we can see what it is that our establishments have to offer. Look at your place through the customer’s eyes, on the following points:

PRICE / VALUE:
- You must be competitive with your competition, but you don’t have to be the lowest PTC in town. Value-added items are important. Whether it is a related item, such as glassware or a service such as a free bartender, price and value go hand in hand.

SHOP-ABILITY:
- Your product must be easily found. A no-clutter floor in a package store or an easily maneuvered path in your bar, both help the shop-ability of your place.
- Easily found and read pricing is important. Shelf talkers in the package store, menu boards, menus and clean, attractive draught knobs in your bar/restaurant all lend themselves to shop-ability.
- A good variety of items is always a plus for shop-ability.
- Limiting out-of-stocks is another positive to increase your customer’s R.O.I.

CONVENIENCE:
- Is your place easily entered? Is there plentiful/safe parking? Do you offer cross-merchandising efforts to bring more value to your customers?

EMPATHY:
- Is your place clean? Is it a pleasant environment? Would you shop there if you were a customer?

EXPERIENCE:
- Do you offer an experience to your customer? Entertainment? In-store food samplings? In-store Beverage Alcohol samplings (where legal.)
- Have you ever tied your business to a charity? Many consumers look positively on such efforts.
Some establishments make the shopping experience entertaining. Trader Joe’s is a great example of all the above points. While not an on premise account, it is an event for the customer. Stop in and visit one and you will see what I mean.

Thank you for your on-going support.

Don Apostolos

The Apostolos Pro Beer Post

973.692.9585

dapostolos@optonline.net