My order from Apple has two parts. Yesterday, I posted FEDEX tracking information for the first.
Here’s the second, coming by UPS:
Notice that it left China on Friday and is now out for delivery to our house near Hilton Head. By the way, the FEDEX package from yesterday’s post just arrived.
If you’re a local retailer, how do you compete with this? And don’t go whining about sales taxes because Apple collects it. I can think of four approaches:
- Have it in stock for customers to feel and play with. This includes accessories.
- Instill the EFAS climate among your sales staff. This means Fingerspitzengefühl for both the product and for sales technique (do they know the product inside and out and are they aces at selling?)
- Provide a lagniappe. Even if you have to order it for them, give them something extra, something they can take home, in their hands, today.
- Sell the whole experience: Provide free coffee (most places won’t let you give out free wine), keep the shop clean, ensure that everybody’s enthusiastic and having fun, and if you do screw up on something, fess up and make it right (screw-ups are your best opportunities to build customer relationships). If you’re the owner, get out on the floor, introduce yourself and mix it up with the customers. If lines get long at checkout (you should wish) lend a hand.