A Brand, Service and a Deal

“These days, customers are saying they want a brand, customer service and a deal,” said Robert Wallstrom, president of Off 5th (Saks’ outlet division).
 
As Klees Golf Shop begins its 99th season the brand-service-deal trinity is more important than ever to retaining customer loyalty.  Nothing really replaces a personal club fitting or the opportunity to try multiple clubs on the spot.  In-store deals, trade-ins and even price haggling are only possible where you get to do business with the owner. 
 
Our internet site is a compliment to our shop and a way for people outside Chicago to discover who we are.  If we can give the first time website visitor a brand, good service and a deal he might come back-- or even visit the shop. 
 
There is no question that the service part of doing business is the most difficult.  What’s good service to one guy may be nothing special to another.  Quick shipping vs free shipping; no charge club adjustments vs custom clubs; multiple email requests vs online chat (a service we don’t offer—yet).  Returns, exchanges, trade-ins and upgrades are all ways to extend service, assuming there’s a profit. 
 
I plan to do a survey next month to find out what my customers consider good service from a website retailer.  The new website upgrade makes it easier to find and buy products.  But that won’t be the reason people come back or even shop at all.