tag:blogger.com,1999:blog-23030561.post-1144458640744239132006-04-07T21:04:00.000-04:002006-04-07T22:32:46.916-04:00An Immigrant's Life in Toronto, Canada IV<h3>Loblaws: a mediocre marketing experience</h3><p class="indent">Recently, we went shopping for groceries and my wife was attracted by an end isle prominently marked "specials". She asked an associate what was the special price of a specific product that the associate was loading onto the isle. The associate told my wife that there was no special price as of that day (a Thursday) but the product would go on sale on Saturday. Then my wife remarked that loading the "specials" isle with products that sell at regular price was misleading. To this, the associate replied that there was no price tag affixed to that product yet and so, it could stay on the "specials" isle.</p><h3>An issue with customer relations</h3><p class="indent">Not that my wife needs any help, she is a <span class="italic">real</span> marketing professional, but I need to vent my frustration because negative marketing experiences with Loblaws are quite recurrent, not only in time but also across locations in Toronto. When replying to a client's concern, there is only one phrase that makes you stand out as a marketer, no matter how big or small your business is: "Thank you for bringing it to my attention. I will remedy the situation immediately." When followed by the promised immediate remedy, the phrase works wonders. There is no conceivable reason not to tell your client: "You are right." After all, she pays your salary.</p><h3>An issue with promotions</h3><p class="indent">I am bringing to your attention an interesting webpage on a Government website. It is a no-nonsense "Advertising Do's and Don'ts" compiled by Canada-Ontario Business Service Centre (COBSC), © Queen's Printer for Ontario, 2006. Here is a <a href="http://www.cbsc.org/servlet/ContentServer?pagename=CBSC_ON%2Fdisplay&lang=en&cid=1081945276469&c=GuideFactSheet" rel="nofollow">link</a> to the webpage. I will let two excerpts speak for me; maybe the government is more persuasive than I am, although it shouldn't.</p><ul><li>"Don't use the words "sale" or "special" in relation to the price of a product unless a significant price reduction has occurred."</li><li>"Do ensure that your sales force is familiar with these "Do's and Don'ts". Advertisers may be held responsible for representations made by employees."</li></ul><p class="indent">Besides, when Loblaws loads the "specials" isle with regular price merchandise, it also takes shelf space from products that actually <span class="italic">are</span> on sale. Did any supplier notice that?</p><h3>A long road ahead - time might be short</h3><p class="indent">Let it be stated, my only goal is to see those issues resolved for the benefit of an improved customer experience. Based upon how the associate addressed my wife's concerns, I assume that the road to marketing excellence is a long one, but Loblaws needs to go that way rather sooner than later. If <a href="http://www.safeway.com" rel="nofollow">Safeway</a> turns its face to Ontario, time might be very short.</p><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/23030561-114445864074423913?l=www.caipsretriever.com%2Findex.html' alt='' /></div>The CAIPS Retrieverhttp://www.blogger.com/profile/05505409491471933021noreply@blogger.com