If you’re in the retail business, you should already know that the “customer is always right”, even during those moments where every fiber in your being wants to tell him otherwise.
While this may be a commonly believed sentiment (if rarely practiced), there are other, equally important corollaries. One of these corollaries includes the truism that if the customer can’t get something at your shop, he will get it somewhere else. You can also get the best gift wrapping service online.
That can be something as important as a gallon of milk or something as insignificant as gift wrap paper. That’s right, if you aren’t giving the customer something that your competitor is-even if it is a free and seemingly inconsequential “extra”-you could be losing business.
If the retail business were about providing the lowest price possible, cashiers would have long disappeared from the landscape. It may happen still, to a large degree, but it hasn’t happened yet. This is in spite of the fact that we have long had the technology to allow customers to check themselves out.
But service is still a big part of the retail game and it’s one you ignore at your own peril. Sure, the big discount store may not be blowing anyone away with their graciousness, but their low prices (and the fact they carry everything) is enough to offset it. Unless you’re offering prices that can beat both your local competition and online stores, you’ll need to make sure your service is on point.
While a customer is going to decide where to shop based on price and convenience above anything else, don’t discount the power of presentation. If it didn’t matter, every store would have a dirty floor (perhaps even a floor made of dirt) and a tin roof. Products would be stacked neatly on the floor. Lighting would be sufficient, but certainly nothing beyond adequate. Of course presentation matters. Providing customers with gift wrap paper and other niceties is an extension of that.