Want to win over customers in a hurry? Make it easy during rush time
“Here’s your hat, what’s your hurry?”
That’s a line from the 1946 film classic “It’s a Wonderful Life.” Jimmy Stewart’s character George Bailey quips this at one point to another character. It’s a (very) old, humorous saying used to encourage someone to leave, according to the Free Dictionary online. In fact, the phrase is noted in an article from 1910, and it probably goes back even further in time.
Indeed. What’s your hurry?
In the grocery business? Everything, including — well mostly — your customers. Think about your own time as an example.
Imagine how you feel at the end of a day. You’ve gotten up early to beat traffic. Then you’ve hustled through the day, using all your knowledge and skill to accomplish everything you’ve need to, just to get out on time. Probably skipping lunch, or like many produce people I’ve worked with, maybe eating half a peanut butter sandwich at your desk as you review your orders, check inbound quality and double-check all the details that go into a day.
And as you’re nearing home, it hits: You need to swing by a grocery store to pick up some dinner. What’s the single most important factor when it comes to deciding where to shop? Price? Location? Selection? All important points, but I can tell you what is highest on my list (and probably on yours too): convenience.
Convenience, as in speed of everything. How quickly can I get in, find what I need and be on my way?
If a grocer is built for convenience, stocked well and offers an ease of shopping and checkout, chances are good that this is the option a tired shopper will gravitate toward at the end of the day when they have a choice of turning left at your competitor — or right, into your store’s lot (with limited time).
Related: More insight from Armand Lobato
I can tell you how my mind works when I see on the drive home the grocer who is notorious for failing on all counts. They may have a lot of available parking spaces, but in the back of my mind that inner voice is speaking from experience:
Don’t go there, Armand. Remember? They don’t maintain any kind of good standards. Shelves are stocked only so-so. Produce is inconsistent, and tonight you especially want something fresh, not tired and picked through like you’ve seen it so often here — not to mention that they never, ever have enough help. Even the self-serve checkout lines are dreadfully long. You’ll be sorry.
So, my gut feeling compels me to drive on to the grocer that I feel good about but is located a few blocks down the street. The lot will be packed, but my “parking lot angel” hasn’t let me down yet, and I’ll find a spot somewhere.
Once inside, all I need is the little hand cart. This store is always neat and clean and has at least two people working in produce, and they strive for strong 3-9 p.m. stock conditions. I can select tomatoes and head lettuce off the top layer with confidence that it’ll be of sound quality; no need to dig through the display or seek assistance.
Like many, I’m a commando type of weekday shopper on a mission; I go in, get my stuff, then get out the store as quickly as I can.
OK. It’s not like all customers are literally racing to get dinner and get home. On the other hand, they’re also likely not there to lazily browse the aisles. They have kids to pick up from school or events to attend. Shoppers only have so much time between work and home and want to enjoy at least a little downtime before bed before repeating the cycle all over again the next day.
If you make it convenient for your customers to stream through effortlessly as possible during the dinner rush — with outstanding customer service, great stock conditions and minimal slow-down points, offering the best quality at a competitive price, coupled with a fast but friendly, “Here’s your hat, what’s your hurry?” subtle message at checkout — it’s likely that you’ll earn their business, even when they’re not in such a rush.
Armand Lobato works for the Idaho Potato Commission. His 40 years of experience in the produce business span a range of foodservice and retail positions.
