A customer asked for help in choosing a car magazine as a gift in my newsXpress Forest Hill store last week. She didn’t know much about cars and wanted to make sure she purchased a gift which would be liked.
Another customer offered to help as he was a car magazine enthusiast.
The two customers talked for ten minutes about cars and the car magazines we had on offer. They worked together to make the selection for the Christmas gift. They were a delight to watch.
We were most appreciative of the knowledgable assistance given by the customer who stepped into help. He was glad to have the opportunity.
This true story is not unique. I bet it happens many times each day across the newsagency channel. People come to newsagencies for magazines because we are the specialists – like the lady looking for a gift. People with special interests come to newsagencies because of our range, our browser friendly attitude and because the environment is personal.
This difference – range, customer comfort and personal service – is vital to our entire channel. We owe it to each other to do our best in these areas as they reflect our point of difference.
We rely on the two customers in my story – the lady looking for a magazine as a gift and the guy who shops in newsagencies because of the range and the browser friendliness. We need to do more to attract and keep them.
The Christmas spirit is on show in many newsagencies right across Australia.