Retail Tip: Bragability

Published on Thursday, May 17, 2012

SOURCE: DOUG FLEENER, DYNAMIC EXPERIENCES GROUP (DYNAMICEXPERIENCESGROUP.COM)

Bragging is usually regarded as a less-than-admirable quality in a person, but I actually enjoy hearing people blow his/her own horn. Excessive self-importance turns me off, but i like to hear people share their pride in their accomplishments. It can be a fine line.

Hearing people cross that line when they’re bragging about the company they work for or the stores where they shop is music to my ears. There is no better advertisement, or more effective recruiting method, than a bragging customer and/or employee. Here are five elements that contribute to your store’s bragability.

1. Make an emotional connection. When your employees and your customers feel connected, it’s easy for them to extend your mission and experience beyond the store.
2. Surprise and delight. Constantly finding new ways to surprise and delight employees and customers is so important. Never underestimate how much small wows add up to a WOW worth bragging about.
3. Consistently exceed expectations. Things like anticipating needs and remaining focused on delivering the best possible work and shopping experience are vital to creating bragging moments.
4. Don’t disappoint. Disappointment results when you take your eye off the customer or employee experience.
5. Regular communication. It’s your job to keep reminding your customers and your employees why you’re brag-able. Remind them with newsletters, social media, cards and calls.

So let me ask, how much bragging is happening in your store or company?


Published in Cape & Plymouth Business May 2012