Today was Labor Day.
Some stores were closed. Some were asleep. And some had near riots as shoppers threw money at the staff and grabbed products with both hands.
What were the hot ones, and what were their secrets?
Well, the Apple Store at the Biltmore in Phoenix had folks hanging from the rafters, and jammed into the store, and spilling into the courtyard outside, while some stores were ghost towns.
Why? Well, Apple is good at sending emails to people who have shopped there before, telling them about special classes, or deals, or specials.
Today there were seminars at the Apple Store, and all the seats were filled. And lots of other folks had enjoyed buying there so much that they were browsing, because they liked to be there. And others wanted nifty, cutting edge products, and others were looking for information about those same products.
There were more bodies than places for bodies.
And I came into the madhouse and I was greeted efficiently and quickly, taken through the store, set up with a appointment at the Genius Bar (about half an hour after my first contact), and got the information I needed during a enjoyable fifteen minutes of training. For My Favorite Price!
The nice young lady who took care of my little ignorance problem, Elizabeth Allingham, knew all the answers, and also knew how to tell me that everybody needs advice sometimes, because nobody knows it all. Because it's hard to admit that you don't how to work the little gizmo, if you're me!
What do we learn from this Apple Store? Well, a lot. For today, the message to take away is that Apple found a formula for creating stores where the staff loves to give away free information, and to make friends out of the customers, whether they're there to buy or not! And likely as not, when they do come in, they buy!
Another place the customers were roller skating in and grabbing products off the racks was The Men's Wearhouse on Camelback Road.
I watched a transaction where Jeff greeted a customer who wanted to return a shirt, and Jeff processed the transaction just as enthusiastically as though the customer had been buying a shirt. That's good customer service.
And Men's Wearhouse also has an asset worth it's weight in gold, and then some: an email list that sends announcements of buy-one, get-one-free deals that create a buying frenzy in sedate, regular customers.
And extraordinary customer service.
A lot of stores sell men's clothing. A lot.
And the product line in the Men's Wearhouse is perfectly okay. Good value for the buck. And the tailor in the store on Camelback Road in Phoenix could make a silk purse out of a sow's ear.
But customer service that turns customers into friends is what sells a lot of suits at that location.
And a lot of shoe stores were quiet today.
But the Allen Edmonds at the Biltmore was as busy as it wanted to be; and Nina Ward sold a lotta shoes.
Mind you, Allen Edmonds are the best shoes made in the world (sure, you can get custom shoes; I'm talking here about shoes that cost more than most other shoes, but less than a house).
And the winning marketing strategy for Allen Edmonds is simple: set up a small store in an upscale location with all the foot traffic in the world, and use a brilliantly trained staff that educates customers about the product. And sell the best product of its kind in the world.
Now, Allen Edmonds makes and sells really great shoes.
How do I know? Well, I was wearing a nice pair of Allen Edmonds shoes (my favorite shoes) when I walked into the Allen Edmonds shoe store today.
And I guess I've gotten adequate value from this particular pair. Over the last thirty years.
And that's why I like Allen Edmonds; they cost a third more than machine-made extruded shoes, and stay in service TEN TIMES LONGER!
Actually, you could say that those shoes will outlast your feet, if you don't count the soles and heels, which need replacing at regular intervals.
TODAY'S MARKETING LESSON: Well, the retailer with the best email list wins, on the one hand. On another hand, it's good to sell quality merchandise that has a distinguishing quality: Apple/ease of use; Men's Wearhouse/fit; Allen Edmonds/quality and longevity.
Those are all good things, and a sales staff that makes friends out of customers helps a lot, too.
Some stores can still sell during a depression.
p.s. It's never too late to start your Grinch List! Remember that some stores forbid their employees to volunteer or respond to the greeting "Merry Christmas!"
So keep your eyes open, and let me know what stores Grinch Out the best, so we can all tell them how much we appreciate their inhospitable choices!
By shopping at their competitors!
p.p.s. Allen Edmonds shoes aren't just the best shoes made. They're also, according to the lovely Nina Marie Ward, made in the United States!
And if I can buy U.S., I will! I like the idea of workers in the United States having jobs. Especially jobs where they get to produce things of value, like shoes. And cars.
It might be nice if we produced more steel, too, but that's probably asking too much.
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