More Businesses Should Take The Coffee Shop Approach To Marketing

With so many online shopping choices, business owners and marketers have a critical role to be memorable. Its important to remember that all businesses serve people in some aspect, therefore every interaction, gesture, recommendation, campaign, social media post has to be a meaningful connection. Similar to how a likable person may have many friends and acquaintances; this proves the same in business. Connecting with another person is one of the first steps to establishing a relationship, its that simple.

Memorable Interactions

To achieve this sought-after connection, businesses should pay attention to how some coffee shops, boutiques and other businesses foster customer relationships with an authentic approach. A perfect example is when a customer enters their favorite coffee spot; they are greeted by their first name, inquiry of how their day is going while their coffee is being prepared to their customized taste.

After repeated visits, the connection grows to knowing key facets about each others lives. The customer experience is much more than getting a caffeine fix. Over time, a personal and authentic relationship develops which builds a not only a community and a stronger business but a priceless brand advocate. As we know, a word of mouth recommendation from a friend will carry more credibility and influence than any print advertisement.

Research shows that consumers seek a personable experience and crave human interaction while shopping. A recent study from Accenture was based on nearly 25,000 worldwide respondents and reported that 65 percent of consumers agree that in-store service is the best channel for getting a tailored experience, and 46 percent of people said they are more willing to be sold new or upgraded products when receiving a face-to-face service compared to online.

Extraordinary Customer Experience

There are many ways to connect with your customers whether you own a brick and mortar or online business. Its doesnt matter how large or small your business is every customer interaction counts.

Genuine connection Make sure the person(s) that has the main point of contact with your customers is friendly, provides great service and has passion for your business. Developing these relationships should feel natural and not scripted. Sales consultant and speaker, Renee Hribar offers a few tips to solo entrepreneurs that can be leveraged for any business seeking to strengthen their customer engagement approach, Before discussing business, extend a genuine complement and find a common ground whether it be about current events or family. Always express gratitude for the customers time, business or inquiry.

Customers make us feel special when they purchase from us. So, why not make them feel the same way?

Future considerations - From personal experience, one of my email marketing angst is the lack of effort from online retailers especially when you are a new parent. If more online stores asked for the birth date of your child, they could suggest clothes, equipment, educational, gift and gadget recommendations based on how old your child is. This would build a solid foundation for a potentially long-term relationship that may encourage purchases throughout a childs development plus it would save time for weary parents. Companies should designate relatable spokespeople such as fellow parents to convey these suggestions. Additionally, a brief pre or post checkout survey about interests, hobbies, pain points may offer more business for retailers. Based on these surveys, online stores would know if a customers new favorite pastime is skiing and could offer various product suggestions. Furthermore, it could help build brand loyalty by addressing the customers current needs.

Personal touch - A handwritten personalized note from a CEO or business owner to a customer to offer thanks for their business and to inquire about their shopping experience is typically a welcomed surprise. Feedback from this note can make or break future shopping interactions for other customers and can certainly affect the bottom line. Listen carefully to what your customers are telling you. Interior designer Jen Cavorsi says, Sending thank you notes has been the most beneficial way to connect, follow-up and retain clients. I think about how I would feel as a consumer and what would stand out to me. Suzannah Raff, founder of the body care company Cleo&Coco echoes a similar sentiment, I send out a personalized note with each order thanking the customer for their business. When you give thanks to a customer, it helps them feel positive toward your brand. Customers make us feel special when they purchase from us. So, why not make them feel the same way?

The Next Frontier

Online stores lose the valuable personal interaction which is one way to keep customers returning but the paradigm may be shifting. The online giant, Amazon recently announced they will be opening more brick and mortar book stores this year to undoubtedly get closer to their customer and to further build brand trust.

More so, companies like Pegasystems have introduced artificial intelligence software that mimics human-like behavior to predict customer needs with the goal of enhancing the overall sales experience. You dont necessarily need software to make a memorable connection; simply make a point to engage with your customers every day until it becomes a natural way of doing business.

To learn more about making these powerful connections for your business visit: You Got This! PR + Marketing .