Know Your Shoppers (Collection)

Chapter Eleven. Promote or die

Carefully considered promotions are important because they create interest and surprise, and in conjunction with honest pricing and added value, are essential performance improvement tools. There are of course those other factors we’ve talked about to consider—promotions in isolation from great customer experiences or attention to employee needs are near worthless. Poor, aggressive, or sneaky promotions may bolster sales short-term but unhappy customers will rarely come back (breaking Rule 3 of the four rules of performance improvement in Chapter 9—Persuade existing customers to return to your store more often) and will tell friends how awful you are (breaks Rule 1—Sell to new customers). Unhappy employees will ...