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In our October column, we discussed the importance of the front check-out experience for your customers. We emphasized that the front check-out is a selling department in which many lasting impressions are made. Both in terms of interpersonal rapport and cleanliness, the final experience your customers have can predict whether they come back to your store to shop. In our November column, we want to discuss the importance of your intercom system. Too often, we hear associates communicate over the intercom system in ways that are inaudible or lacking in enthusiasm. For example, compare these two announcements: (1) “Bakery Dept . . . Line 1, Bakery Dept . . . Line 1” versus (2) “Good afternoon, shoppers. Thank you very much for shopping with us today here at your (name of your store)! Would someone from bakery please pick up Line 1? Thank you.” With roughly 20 more words and a more helpful tone, customers may feel appreciated and comfortable.

We also endorse the use of the intercom to educate customers with institutional announcements (e.g., the number of loaves of bread you produce daily or how your prepared salads are made in the store daily with a secret recipe). We teach that these messages should be stated hourly so that you are not always on the intercom, but your voice is heard by most customers in your stores at least one time.

In addition, we think that creating a sense of urgency with the intercom is helpful. Try statements such as, “For the next 30 minutes, large pizzas in our Deli Department are on sale for $5.99!” or “As an early-bird special, we have rotisserie chickens on sale until 5 p.m. for $4.99!” One of our favorite examples is: “We are shutting down the ovens for the night. All baked goods are 25 percent off for the next 60 minutes!”

Encourage your employees to become involved by asking them to submit how they may announce given specials. Conduct “DJ”‘ tryouts in your store. All associates will not be gifted at making a compelling intercom announcement. So, identify the five best promoters in the store and use these people whenever possible for the most effective message. We feel that live announcements made by associates are far more effective than recorded ones, perhaps because the latter seem artificial or not as exciting. Still, we think recorded announcements are better than no announcement at all.

You cannot interact with all of your customers throughout their shopping trip. It is not possible, and it is not desired by the customer. However, with the appropriate use of the intercom system, you can enhance the shopping experience for your customers and create excitement with enthusiastic announcements of short-lived specials. Creating a sense in which the customer comes to the store wondering what may be announced during this particular visit gives your store “scavenger hunt” excitement. Your customers know they will find quality products and services, but to what else may they become exposed while shopping!?

Lastly, Happy Thanksgiving from both Harold and I. Please take some time to tell your family, friends and associates how thankful you are for their effects on your life. Harold and I are thankful for so much in our lives, and we are grateful to have the opportunity to write these tips for you here in The Gourmet Retailer.

Our shopper traffic research will unveil some quick and manageable tactics which could have a profound impact on your top line as well as customer satisfaction and loyalty. For more information on how we can cater our research to meet your specific needs, please e-mail me at Kenny.Herbst@mba.wfu.edu. Alternatively, feel free to visit my Wake Forest University profile page at www.mba.wfu.edu/herbst (on this site, click “website” to visit my personal Webspace). I can also be reached via phone at 336-758-4215.

Dr. Kenneth C. Herbst is an Assistant Professor of Marketing in the Babcock Graduate School of Management at Wake Forest University in Winston-Salem, N.C. He earned a Masters and Ph.D. from The University of North Carolina at Chapel Hill. In addition, Dr. Herbst earned a B.A. from Wake Forest University.

Dr. Herbst has been interviewed about his food research and industry expertise by, among others, The New York Times, The Wall Street Journal, The Philadelphia Inquirer, the Washington Post, the Chicago Tribune, the Ottawa Citizen, the Montreal Gazette, the San Francisco Chronicle, USA Today, and Woman’s Day. In July, he gave a keynote presentation on his in-store food shopper research at Shopper Insights in Action.
Harold Lloyd was the President and CEO of a 14-unit retail organization for 10 years. His practical, exciting ideas and dynamic presentation style have combined to earn him a highly regarded reputation reflected in his top ratings at numerous appearances at such prestigious events as the annual FMI and IDDBA conventions.

For almost two decades, Harold has worked very closely with small and large businesses to provide a “powerful push in the right direction!” His mission is to provide qualified, executive-level assistance to companies on a “temporary basis,” eliminating the need to add permanent top management overhead. To further assist his clients, Harold authored the book It’s About Time, focusing on time management.