Herzlich willkommen auf dem Blog des GermanRetailLab e.V.
24.03.2017
Die Kunst, den Kunden zu verführen
Von Jörg Greimel
Es ist im Grunde ganz einfach: Die Menschen leben immer länger, doch die freie Zeit wird als immer knapper empfunden. Der Wunsch auch im Alltag etwas Besonderes zu erleben, zu entschleunigen, zu genießen und dabei emotional angesprochen zu werden, ist ungebrochen. Dieser Lifestyle ist Chance und Herausforderung für jeden Händler. Denn: ein Großteil der Kaufentscheidungen erfolgt ungeplant und spontan.
Im besten Fall muss das Kauferlebnis so gut sein, dass man nicht nur Freunden und Familie davon erzählen möchte, sondern das auch mit seinen Mitmenschen auf sozialen Netzwerken teilen möchte. Die Mischung aus Shopping, Entertainment, Gastro- und Dienstleistung gehört heute fast schon zum Hygienefaktor im Handel. Die Kunst liegt darin, eine Brücke zwischen den on- und offline Welten zu bauen. Der erfolgreiche Hybridhändler von heute erfindet sich immer wieder neu und überrascht seinen Kunden spätestens bei dem nächsten Kontakt mit einem neuen Highlight.
Wer schon einmal das Eataly® in der Schrannenhalle in München erleben durfte, der weiß wie das in Perfektion umgesetzt werden kann. Dolce Vita zum Greifen nah – die pure italienische Lebensfreude gepaart mit einer unendlichen kulinarischen Sortimentsbreite in bester Qualität. Ein Kurzurlaub in der Toskana kann nicht schöner sein.
Das Geheimnis liegt darin, die Verführung mit freundlichen und fachkompetenten Mitarbeitern authentisch zu inszenieren und das permanent glaubwürdig auf allen Kanälen zu transportieren. Die Königsdisziplin der Alleinstellung ist, dem Kunden dabei das Gefühl zu geben, dass das Erlebnis für ihn persönlich geschaffen wurde. Zugegeben eine große Aufgabe, doch die Mühe lohnt sich. Das Ergebnis: eine langfristig wachsende Kundenbeziehung.
Über den Autor:
Jörg Greimel verfügt über 32 Jahre Handelserfahrung. Stationen: Produktmanager Hirsch Armbänder GmbH, Einkäufer bauMax AG, Einkäufer METRO GmbH, Einkaufsleiter bauMax AG, Geschäftsführer Hauser Baumarkt GmbH & Co. KG, Vorstandsmitglied bei bauMax AG; heute Vorsitzender der Geschäftsführung bei Pflanzen-Kölle Gartencenter GmbH & Co. KG.
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