Retaining Customers by Understanding Their Needs

A short time ago, I wrote in a blog about the importance of knowing your customers’ needs In order to keep them coming back to your store for more purchases. I’d like to tell you about a recent shopping episode that proves the point!
A few days ago, I left early for work because it was a very cold, snowy, icy morning. My gas tank was a little low, so I wanted to make a quick stop to fill up, just as a precaution. I pulled into a nearby convenience store that had gas pumps, thinking that this would be a speedy fill-up. It was very busy, so I had to park at a pump far away from the store. The lot was covered with black ice.
I decided to use my credit card for my purchase so I could get my receipt without having to go into the store. This would also allow me to leave the area quickly and get to work on time.
I pumped the gas and pushed the button for a receipt. I got a message saying I would have to go into the store and get my receipt from the cashier. This was annoying, and I also had to walk over dangerous ice to get to the store. I was even more annoyed when I got into the store. There was a long line of people waiting to pay for their coffee and donuts, and I had to go to the back of the line, just to get a receipt for my gas!
By the time I got to the cashier, I was fuming! I asked why they had changed their policy on gas receipts and was told that they didn’t want people to just drive away after buying gas. They wanted customers to come into the store so they would buy other things.
Do you think the store’s profit was more on a cup of coffee and a donut, or a full tank of gas? I think you know the answer to that! You probably also guessed that I will never return to that place for gas, EVER!
You may not own a “convenience” store with gas pumps, but it’s still important for you to understand your customers’ needs. One great way of doing this is to use NCR’s Counterpoint CustomerConnect. This feature allows you to track your customers’ purchases so you can direct your advertising to the specific needs of those who are more likely to return to your store for additional purchases.
For convenience of your customers, NCR’s CPMobile is perfect for those who are limited on time and want to purchase “on the run”.
To find out more about these profit-building features, call us today at 800/425-672-4806 or email us. Boost those holiday sales beginning today!

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