On a recent visit to my dermatologist he gave me a prescription that had to be delivered to me, instead of the normal route of picking it up at my local pharmacy. For me, this was an entirely new experience, and turned out to be a very positive one.
Following my visit, I had to call the pharmacy to confirm my phone number and address, and had a delightful conversation with the person on the other end.
But this wasn’t what made me fall absolutely in love with this pharmacy. First, they promised to have it to me on a certain day, which was fine. When they realized this couldn’t happen, they called me immediately.
The delivery ended up being on schedule, so it all worked out.
What really made me love them, and surprised me, too, was when the shipment arrived. I opened the UPS box to see pink tissue paper, my prescription and a little gift bag and with a note thanking me for my business.
Inside the gift bag was a little container of Nutella (winning!), an EOS lip balm and some candy. The note was from the person I spoke with on the phone. Beyond that, they wanted me to share about my experience on social media, particularly on Instagram and Yelp, and by doing so I would earn a 10% discount off my next purchase.
I had never been given a gift and personal note before with any retailer or brand, least of all a pharmacy. My initial thought was, “Gee, why doesn’t my local pharmacy do this and how can I switch over to this one?”
There is an important lesson here for retailers: Make any interaction with the customer a personal one. Whether it’s a small note, a tiny gift or a discount on their next purchase (that doesn’t expire!), show your gratitude for their business.
It shows how much you care about your customer. It made me feel like I wasn’t just someone getting my prescription, but a special friend.
As a customer of this pharmacy, I will never forget what they did. Think about it – who really loves getting prescriptions? In most cases it’s because something is wrong, like picking up meds to battle the flu or allergies. So why not make the experience a memorable one?
Here are some takeaways that can enhance your retail business:
- Provide a promotional discount, a small gift or simply a nice note that ensures they’re not forgotten and shop you again.
- People talk, so providing little perks like this will definitely make the rounds. I personally told everyone, including coworkers, and now you know!
- Be where your customers are. If they’re on social media, be there and find out what they’re thinking. This will show you not only care about them and value their feedback.
- Keep them informed of the arrival date, and send an email or even pick up the phone – yes, this still works in 2015!