Convenience store owners recognise the gains that can be made by offering the consumer a hassle-free experience, says business growth and development consultant to the retail home furnishings industry Gordon Hecht, writing for US trade magazine Your Source News – so why don’t furniture retailers take the same approach?
You’d probably never do a week’s worth of grocery shopping there, but it sure is nice to have a convenience store in your neighbuorhood.
You know the place – whether it’s 7-11, Quik-Trip, AM/PM or the local Stop ‘N Rob. You can pick up a gallon of milk, gas up your Suburban Assault Vehicle, get a hot dog and a 12 pack of happiness. You’ll pay more than at Wal-Mart or any other Ginormous-Mart in your area – and you’ll pay it happily, for the convenience of saving time, steps and hassle.
Your newest shoppers, aka older Gen Zs, are now in their mid-to-late 20s. They feel the same way about major purchases as you feel about grabbing some milk. In almost every market study, convenience outweighs price for the reason Gen Zs decide on a purchase.
As an example, Amazon.com doesn’t always have the lowest price. In fact, they show their customers which vendors have better pricing. However, they almost always can deliver faster than any of their lower-price suppliers. It’s more than speed – they post shoppers’ reviews, product information, and side with the customer in product disputes.
Think about how your shoppers would review your current operations. How often would the words ‘above and beyond’ appear?
With 2026 just around the corner, you may want to consider making plans to seek out and eliminate the hassle factor in your business. Everything we do to enhance the shoppers’ experience will result in long-term survival and growth. A great-looking store, website and display will get you additional sales. A legendary after-sale experience will get you great reviews and attract more new shoppers.
Not long ago, I spent some time with an independent mattress and furniture store owner. Although about two-and-a-half decades separated our ages, we had a lot in common. We both worked on furniture delivery trucks on our way through college. This owner worked so well and so hard that he eventually bought the business he worked for. He now sets his home delivery schedule to be a triple win!
Shoppers who become customers benefit from the fact that during the week their store starts their deliveries at about 5pm – about the same time most operational teams shut down. Customers love it, because they don’t have to take time off work to accept a delivery. And because the delivery team starts late in the afternoon, he is able to hire and keep college students needing some extra do-re-mi, but not wanting to miss classes. And his sales team loves the fact that they can offer evening delivery during the week, and daytime delivery on Friday and Saturday.
You don’t have to be a genius to be the next Amazon, Uber, or Grub Hub. Each of those companies looked at current business models, figured out the roadblocks and hassles that shoppers hate, and developed a better plan. Each of these suggestions may help smooth out the pathway to purchase:
Invite your shoppers to stay home: After they’ve shopped in your store, people may need to verify measurements or discuss the financials with their main squeeze. Most websites already have an option to let people order merchandise online. How about giving up waiting on the be-back bus, and supply the notes and information they need to click to order from their home?
Be their personal shopper: Whether you do it in person, or research online, let them know what your competition offers, item for item and service for service. Progressive Insurance built a business by being transparent about how they stack up against the other people in their business. Expose your competitor’s small print exclusions, or show how, spec for spec, your products are better. Create a spreadsheet or book that shows how you win.
Bedding date night: Have you ever had that objection about having to bring in a spouse to make a purchase decision? Last year, while still in the bedding business, I had to wait five months to make a buying date with my Everlovin’ Spouse. How about staying open extra-late one day a week (or a month). Have some activities for the kiddies, and bring in pizza and soda, or chocolate and ice cream, and create a bedding date night. Boost that on your Facebook page and become the store of choice in your area.
Have a constraint in your selling and delivery process that you can’t seem to overcome? Send it my way and we’ll work to unknot it together.
This article was originally published by Your Source News. Gordon can be reached at [email protected].
