Maintaining links in the assessment of worth chain

How do you feel about standing at a counter in a retail store and having a staffer check you out with a look that quite clearly signals youre attempting to rip them off? Not a nice feeling, huh? Prepare yourself for several such encounters in the near future, because if like me, you quite regularly update IT or electronic equipment, the retailer typically wont know their own advertised or promotional prices.

In just the last few decades , Ive had horrible experiences with South African stores Makro, Game and Hi-Fi Corporation. The first two were for computer printer purchases and the latter for a digital camera. In all three instances, there was a breakdown in the communications value chain between the retailers selling department, their advertisement agency and their stores. Ive now adopted the default position of getting with me, the ad (on a publication page showing the date) or the brochure for the item Im wanting. Makro on two occasions had the previous (higher) price on the advertised printer until I showed them their own supplement. No apologies we are forthcoming.

The Hi-Fi Corporation acquired skill was the most annoying. A supplement (not the usual tabloid kind) but a A4 booklet on electronic products came in my copy of the Rosebank Killarney Gazette local tabloid freebie newspaper. I made the mistake of not grasping it with me to the Hi Fi Corporation Woodmead branch. The staff there knew nothing about the R 3 199 price on a Sony Cybershot 7.2 mega pixel camera. They called their back office. They too knew nothing. They phoned the selling people who announced (somewhat triumphantly) that they didnt advertise in the local area Caxton tabloids. In desperation I had my houseman fax through the back cover of the brochure on which the camera was advertised. They most ungraciously proceeded to check the fine print regarding the promotion period (there was not one!) as if I might be trying to rip them off on that front as well. Eventually, the store manager, in a truly miffed tone, said: Give the customer the camera at R 3 199. A horrible knowledge. Not only a half hour of wasted instant, but the feeling of being a con-artist in training because links in the selling , promoting, store understanding assessment of worth chain are missing. I subsequently took up the issue as a matter of principle with Hi Fi Corporations Marketing Executive, Neil McLean, who was helpful, polite and understanding. I hope he and his selling everybody will save other customers from the impression that when theres a price benefit you can expect poor service and zero courtesy.

To the selling ladies and men in retail throughout the country keep the communications channels open and moving. Your promotional special prices usually have a period limitation printed on them, so theres no reason why you cant let your coal-face staff know really well in advance whats coming up. Even if it means announcing it on the intercom before you open your doors in the morning.

Ive said it before and Ill say it here: The sound of your customers voice is the sound of your salary cheque speaking yes, yours too, Marketing people!