Branding and Bookstores
Last Saturday (the day before Valentine’s Day), I decided to run out and buy a book for my valentine. We live close to two bookstores – the ubiquitous Barnes & Noble and the locally-owned Bound to be Read Books . As much as I knew B&N would have the book I’d was trying to find, I was compelled to first visit Bound to be Read Books, even though the book is new and they’re a mostly used bookstore. Aside from the obvious reason (they’re independently owned), why do you think I decided to visit Bound to be Read first? It’s because they always make their customers feel special and each visit is unique.
Here’s a list of what they did last Saturday to create a positive customer experience:
1) They were serving complimentary hot cocoa (my favorite) on a snowy Atlanta day.
2) They were offering $5 off any used book with a new book purchase. (I got “The Death of Artemio Cruz” by Carlos Fuentes for 95 cents.)
3) They were playing a fill-in-the-blank game on their chalk board – asking each buying customer to guess a letter of the book of the day.
4) They gave me a list of upcoming events and encouraged me to attend.
5) They said “Happy Valentine’s Day!”
Simple, cost-effective ways to keep customers coming back. Not only did they have the book I was looking for (“Just Kids” by Patti Smith), but they made the entire shopping experience delightful from beginning to end.
Their approach can be used by just about any organization. Give your customers an experience that sets you apart from your competitors and is true to your brand. You can’t always offer the most services or programs, the best amenities or the most sophisticated technology. But you can offer an experience that is authentic, memorable and joy-filled.
So, next time you’re in East Atlanta Village, stop by Bound to be Read Books and show them some love!
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