Thursday, November 10, 2016

Feed All the Rage

As the 2016 campaign for U.S. president dragged on, concerns in certain quarters brewed about dramatic increases in the frequency and intensity of bullying and interpersonal rage between America’s children. An NPR inquiry concluded that the fears were based much more on scattered anecdotal reports than on statistical evidence of verifiable trends. Still, to the degree that Trump versus Clinton emboldened people to express verbal and physical aggression, we should expect increases in the times ahead of bullying and rage among our adults as well as our children. If rage becomes all the rage, prepare to deal with it in your business.
     Researchers at West Virginia University, University of Rhode Island, and East Carolina University verified the destructive effects of shoppers losing their tempers. The effects often extended beyond the immediate outburst. The research uncovered many instances in which a store visitor letting loose with rage was so ashamed afterwards that they didn’t want to return to shop there again. Future business was jeopardized.
     In addition, once the rage was unleashed, it wasn’t only a matter of customers bullying each other. In the studies, there were instances of customers joining forces around some real or fabricated slight and proceeding to bully the sales staff. It could be nice when your shoppers commiserate together, but you certainly don’t want your valued store employees enduring sarcasm, taunts, or worse.
     The research findings indicate a few unsurprising tips for you to avoid setting off the rage: Give store visitors ample space to move around if frustrated and don’t keep people waiting in line for assistance or to check out with their purchases. Then there was one tip you might not expect: Keep your shoppers from getting hungry. With food inside the belly, retail shoppers become more likely to keep anger inside, too.
     You might accomplish this by including a restaurant or deli in your store. This one works best when the food selections fit the personality of the merchandise and the store location. Or you could partner with a restaurant close by. Have them give coupons for a small discount from you, and you give coupons for an equivalent discount when dining at the restaurant and ordering an item you have flagged as reinforcing your store’s theme. At special events where crowding and waits are likely, offer theme-based foods in ways consistent with your local regulations for serving food to the public.

For your profitability: Sell Well: What Really Moves Your Shoppers

Click below for more: 
Prevent Store Brand Sabotage
Provide Group Support with Customer Discomfort
Mirror Responsibility at Complaint Desks
Naturalize Citizens to Serve Your Store
Feed Shoppers’ Hunger Consistently

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