Over the next few weeks I'll write a series of posts on this topic. Stay tuned for future posts.
Retailers to produce clerks tend to box customer service into particular facets, but customer service has many faces beyond a smile and answering questions. The fresh produce department is ripe for great service because of the diverse list of commodities from fresh greens to specialty fruits. I present the list of ideas below to help brainstorm on how we can make the buyer's experience in our stores more enjoyable and successful. I was once told that a customer could buy the best cut and grade of meat on the market, but if they don't know how to prepare it properly at home they may conclude we have poor offerings. Consider how these factors are limiting or accentuating your commitment to service this upcoming year.
1. A Written Quality / Fresh Guarantee
Standing behind your commitment to freshness is a first step in customer service. Through messaging in weekly ads and in-store signage customers can rest assured you will replace or refund their money if they run into a problem. Many retailers are fickle assuming they will be taken advantage of. Others realize the small actual cost of these individuals will be offset by the goodwill extended to everyone else. I recommend a program like this. However, employees, cashiers, and front end staff must be in tuned and trained to implement correctly. Further ideas will follow as we discuss the element of employee empowerment.
Image Source: http://www.bi-lo.com/about/our-guarantee/
Image Source: http://www.bi-lo.com/about/our-guarantee/
2. Product Identification
A leading opportunity for passive and active customer service involves product identification. Consider this idea from multiple perspectives. Cashiers must understand and have resources readily available for proper commodity identification on the front end to properly charge and price the item. When I was a kid my mother was always insistent my brother and I were not distracting during the check-out process so she could keep her eyes peeled on the customer facing pricing screen on the POS system.
The Visual Encyclopedia or similar books can be a useful tool in fresh produce departments for produce clerks, customers, and front-end employees.
| She knew that items were commonly mis-rung and it was a tremendous pain and inconvenience to have the issue fixed. Employees must visually be able to identify products and cases of products in the cooler for efficient department filling as well as communication with customers. Many unique produce offerings may be confusing if a guest has never purchased it before. Many times a specialty item will appear on a new recipe. Employees will need to quickly and efficiently take shoppers to the location on the wet rack or tropical fruit display and help them find the proper item Customers should be able to easily locate and identify items with and without the help of on-site employees using proper signage. For challenging items image photos aid the process. |
3. Explanatory Signage
Signage can help customers find their way, learn about products, identify items, and understand their cost. Every independent and chain retailer must specify a sign kit or system that fits within their brand standards and look and feel of their department. While the photo to the left features an image and nutritional information I am not equating these to best in class, simply providing an example.
Photo Source: http://www.photosigninc.com/photosign-accessories.php
Photo Source: http://www.photosigninc.com/photosign-accessories.php
4. Greeting Guests
If I never said hello to my wife, we probably wouldn't have gotten married. Some of the best retailers have written policies on how employees will be expected to interact with shoppers. Many suggest every person they meet eye contact with, or come within 10 feet of must be addressed or acknowledged. This model reminds employees they are only there because of the money their customers are spending. A customer-centric organization simply must be genuine. One way to start, is to hire quality friendly out-going people. Consider how many grouches are on your team. Deal with operational, employee satisfaction, or management issues getting in the way of a smile. Care about your employees and understand they may have challenges or worries going on at home, but encourage them to check the attitude or stress at the door and to do their best while working the sales floor.
5. Guiding Guests to Locations
Have you ever asked for directions to an item you were looking to buy? Many employees point aimlessly or mumble turn left then right in the back of the store by the canned goods. We all know this is about as helpful as someone slowing you down while going on a wild goose chase. Consider a mandatory policy in your store for employees to engage with customers when asked for where an item is located. This provides a one-on-one opportunity to service the customer and build a conversation while en-route. Employees can easily ask if they've every paired the item with another logical product, or if they've ever cooked it before. This idea demonstrates a value for the customer and a respect for their time and business. Consider how your customer service expectations are impacting your overall business.
Stay tuned for more best in class fresh produce department customers service ideas for independent retailers.
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