Suddenly I feel a need for a set of DIN to USB midi cables. Don’t ask me why, but I feel the thrill of hooking up my old Casio Keyboard to Garageband on my MacBook and start to play around with sounds and music. A quick look around on Google offers me ample opportunities to acquire this rather exotic set of cables. Prices seems reasonable, but as I need to go to town anyway, why not check my local electronics store? Although I don’t have time to immediately start to play with Garageband, now I have made the decision to acquire the cables, I rather sooner than later have those cable in my possession! And I am sponsoring my local electronics shop. That gives me a sense of doing well.
A quick call to my local shop to inform whether they had the right product taught me it was not in stock. On request, I learned that new stock will arrive either today or tomorrow. I lost interest, finished the conversation, went to the web and ordered the cable with German online supplier …
What went wrong? My local retailer did not put any effort in converting my call into a sale!! Stupid. If they had offered me to reserve the item or even send it to me when it as in stock, I would immediately have accepted the offer. But even more, they knew I was interested in a DIN to USB cable. I must be interested in digital sound and music? DIN is not really the latest fashion; hence I might soon be interested in a more up to date keyboard? I was on the phone; the man could have tapped into my interests to find out whether there was more I could be interested in. Instead he treated me like a phone call not as an opportunity for a valuable true customer relationship.
Those main street retailers such as Massimo Dutti, who better understand the principle to capture the customer value through developing a deep personal relation, are the ones who can survive for the battle of the customer. Potentially beating the online retailers, driving repeat purchases and increased sales.
In the meantime, a mail message arrived from my German e-tailer about my DIN to USB cable, reading:
We understand that you are looking to receive your order. It is a great pleasure for us to inform you that the article just has left our warehouse.
Your order consists of one package.”