Not far from our home in Kfar Saba is a delightful and well-stocked store that sells dried fruits, nuts, herbs and spices and lots of other items used in the kitchen. Always busy and the staff is very friendly and helpful.
So, just what is special about this store that makes it so different from the local supermarkets that basically sell the same goods?
In a word, it’s the way they advertise. You see, customers love to try before they buy. In this store, customers are actually encouraged to taste before they spend. Everything is sold on open display, unlike the numerous supermarkets where items are pre-packaged and protected from the eager fingers of potential customers.
Mind you, it’s an unwritten word about ‘helping yourself’ in this store. Nothing is written about it, nothing is said by the proprietor, but everybody knows what’s going on. You actually see customers at the cash register busy munching away in front of the store-keeper.
Advertising is a funny business. You can spend thousands trying to bring customers into your store. Sometimes the most inexpensive and simple formula can work even better than the ‘big bucks’ operation.
Is this guy nuts? Not at all. Just smarter than his more cumbersome competitors.
There’s something else. The produce in this store is always fresh. That can only happen with a big turnover of stock. Believe me, it’s not all being sampled for nothing. The proprietor of the store always welcomes everybody with a broad smile.
And that only happens when you’re making money.
He’s creative and successful. Are you interested in a creative approach to your business? I’ve just edited my profile under the heading of Creative Consultant. Take a peep.
Lloyd Masel