The outcome in grocery shopping is
to get groceries desired as conveniently as possible. But, that’s not the final memory the customer
has of the experience. Ever gotten home
and discovered two eggs were cracked? Or
have a bloody cut of meat soil the birthday card you bought for Aunt
Molly? Too often the grocery store is in
the mix of negative thoughts associated with the “outcome after the outcome.”
Nordstrom is famous for pursuing
the “outcome after the outcome” effect.
“We try to guess what is beyond our customers’ purchase,” says John
McClesky of the men’s suits department at their Dallas store. .
“If a customer buys a sports jacket, the obvious extension might be a
tie. But if you learn the customer is
buying the jacket for a cruise, you might explore an ascot or Panama hat.”
Play out in your mind the
possibilities of what customers will be doing, thinking, and feeling after you
have met their presented need. What
small gesture would bring delight to your customers?
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