Company Blog

The Magic Words

by Adam Zack — April 15, 2015

magic-words-2 Nothing mesmerizes like magic. Remember how certain phrases or words were the conductors for magic to really happen? “Open Sesame” (does anyone remember that? From Alibaba and the Forty Thieves? We used to change it to Open Sez Me!) or “Abracadabra” invoke magic. “Presto change-o”, “Shazam!” and “Bibbidi-Bobbidi-Boo” all have their place in conjuring magic. But in our very practical household I can remember only three magic words that actually worked: Please and Thank You. As far back as I can remember my parents told us “What’s the magic word?” Please, mom. Or “What do you say?” Thaaannk you. And they worked. Most of the time. I recall asking for something and then not getting it. “But I said PLEASE!”. To this day, from my own kids or from total strangers, the use of the magic words makes you feel good about what you have done. Do you really want to do something when someone simply makes a demand? “Give me that!” No. When you do something for someone, is there anything that puts a sour taste on it more than not receiving a thank you? “That’s the last time I’ll help him out, bastard didn’t even say thank you!”

So here we go again, how in the world does this even relate to our beloved grocery business? I’ll tell you. Specifically even. You’re welcome.

We are constantly asking our customers to give us their contact information. We want to send them our ad or email them specials. Sign up for our weekly eblasts! Like we are doing them this huge favor by inviting them to spend their money with us. In reality, the opportunity they give us to communicate with them is a bigger favor than most retailers acknowledge. There are a handful that really do it right, offering up a very big “thank you” in the form of a free item or significant dollar savings when a customer signs up to receive emails. How awesome and totally effective is it when you send out a thank you email after they sign up and give them a coupon for $5 (or $10!) off their next purchase or a free dozen eggs or one of your signature cookies on their next trip in? You don’t think they are gonna tell their friends to sign up so they can get that freebie? And guess what, it’s NOT a freebie. It gets them into your store so that you can show off how awesome your quality and service are so that they come back on their own, with maybe a little prompting from your creatively designed weekly eblasts. Think of it this way: I just paid only $5 (at retail, mind you) to get a new customer in my store! Companies pay hundreds of dollars to lure a new patron. And you have the ability, through spot-on web design and a clear, focused strategy to thank them in a meaningful way. Please don’t waste that opportunity to say thank you.