By: Gordon Conner
Did you know that you have a distinct advantage over your larger competitors? You can do unique and strange stuff to WOW your customers. You don’t have any corporate red tape to stop you. You’re right there in the trenches, or on the phone every day. If you want to give a customer a discount, it’s your call.
So over the next few weeks we’ll take a look at some of the more creative ways that may help you go that extra mile to knock your customer’s socks off. And, at the same time, perhaps add WOW! to their buying experience. We hope these will give you and your support team some added inspiration. Enjoy!
Sainsbury’s Takes Advice from a 3-Year Old
Lily Robinson (who insists that she is three and a half years old) was quite confused by one of Sainsbury’s products called tiger bread. In her eyes, the bread didn’t resemble a tiger at all, and in fact looked very much like a giraffe.
It’s hard to disagree with her!
With a little assistance from mom and dad, she wrote a letter to Sainsbury’s customer service department.
To her surprise, customer support manager Chris King (age 27and one-third) told her that he couldn’t agree more. He explained the origins of the name:
“I think renaming tiger bread giraffe bread is a brilliant idea-it looks much more like the blotches on a giraffe than the stripes on a tiger, doesn’t it? It is called tiger bread because the first baker who made it a loooong time ago thought it looked stripey like a tiger. Maybe they were a bit silly.”
Lily’s mom enjoyed the letters and ended up posting them on her blog. Before long, this cute correspondence was a viral hit, and the pressure was on for Sainsbury’s to change the name of the product to the much more appropriate giraffe bread.
Knowing the customer was certainly right in this instance—and spotting an unusual opportunity to do something fun—Sainsbury’s changed the name of the bread and put signs around their stores that give a humorous nod to Lily’s original idea.
About the Author
Gordon Conner is a Branding Consultant/Coach and Copywriter who helps build killer brands for small local businesses. He has been providing advertising, marketing, branding and copywriting services for 39 years and lives in Midlothian, Virginia. He can be reached at Gordon@BranWorks.com, or www.BranWorks.com.