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Strategy   URGENT - Need Help Fast!  
 
This question has been closed, and points have been awarded.
Help Needed Fast!!!!!!!!!!!!!!!!!!!!
Posted By: montva57* on 7/25/2006 9:04 PM (CST) 1250 Points
A plaza I am working with, wants to have a customer appreciation day.

Their delema, the plaza has been sold to developers. Said developers have closed some stores etc. And are curently speaking to the remaining tentants about moving them.

This pharmacy has been at this plaza for over 30yrs with valued clients. The pharmacy can not stay during redevelopment. They must move to a new location. It will still be in the area but a move none the less. They have been given a verbal agreement for now that they will be able to move again into a new store once the development has been built.

However because of the redevelopment plan, and stores closing some clients have moved.

This pharmacy serves about 7000 people. A large number of them are older, so they do not like to live with an uncertain future.

How can a small community pharmacy stay alive? what tools can we use to market a customer appreciation day. On a very limited budget?

There are 10 stores still open, they all want to be involved.

This major developer has the idea that a small community pharmacy could not come up with a strategy that will reward their clients. Get the word out that they will remain open etc. Perhaps they think they can eventually starve them out. Leaving their lease with no value therefore saveing money.

Also the community does not want this major development as it stands. It is still in the approval process.

I am donating my time to help them with this delema, any ideas would be great.

We need to do something special, out of the ordinary, not just hot dogs and popcorn. It must be able to carry these businesses through the winter months.

We are hopeing to have this customer appreciation day in September. So time is short to plan

Posted by: stlubahn Member Response
7/25/2006 9:56 PM (CST)
I am short on ideas for the promotion, but figure it out ASAP and start adding stuffers to the bag when the come to fill their prescriptions. Many people are getting weekly or bi-weekly refills and you could the word out at minimal cost.

Steve
 
Posted by: wnelson Member Response
7/25/2006 10:03 PM (CST)
A couple questions:

1) Why do you believe you need a "customer appreciation?" Why do you feel the older Pharmacy customers are believing the pharmacy is in jeopardy of moving on or going out of business? Is the development company putting out press releasing or spreading FUD (fear, uncertainty, and doubt) some other way? Or are you assuming that based on what you know about what's going on that everyone else in the world knows too? Do you actually see customers moving away because they fear that the pharmacy is in trouble? You are very correct in saying older customers dislike uncertainty. But, the dislike change a whole lot more. I cannot believe that because "SOME DAY in the future, this pharmacy may not be here" that they would stop shopping there if it meets their needs.
2) Why do you believe a "customer appreciation" day will save the world? As you say, you want to do something that lasts through the whole year so the pharmacy and other stores see a lasting effect. You have all of the employees serve the customers naked and give away cars to every customer and I doubt you could reach all existing customers and all potential customers to have a lasting effect through the year. It's like the magic cure for slow sales is.....A BIG SALE! 50% off - two days only! And then the next weekend, when sales drop to nothing, you do it again and again and again. It's not a permanent fix.

If sales are falling off, why not diagnose the root cause and fix that. If it's negative publicity from the development firm, fight it with your own publicity. Get the local newspapers involved - it's always a good story to talk about local underdogs being picked on by a big bad corporation. Make it a cause for local politicians and celebs. You can probably get them to do this stuff pro bono. If it's lack of the right merchandise and prices to draw people, then fix that with each individual store. Use customer feedback to figure out needs and address them. Do your marketing homework - the analysis of customers and needs, competition, and the plaza stores - to develop lasting, successful strategies.

I hope this helps.

Wayde
 
Posted by: darcy.moen Member Response
7/25/2006 10:29 PM (CST)
I would offer coffee, tea and cookies one day a week, every week.

I would also go all out with customer service. So they want to move the pharmacy? Well, I'd bet they'd never expect you to set up a home delivery service while the pharmacy is 'out of the usual spot'. I know that some pharmacy chains retain the customers name, address and phone number in their database (to combat double doctoring and fake prescriptions, not to mention bad drug combos, etc). Why not ask the customer's permission to use this information to monitor their prescriptions and contact them via phone before they run out. Remind them that they may be getting low. When the refill order comes in, you have a dedicated delivery person who delivers their prescription right to their home. I don't know if this is legal, or allowed...or if you need a special bonded driver for this..but I'd sure look into it.

I would also bring in a 'preferred customer card' if you don't have one. Every week, you can select certain items that appeal to your preferred customer, and only those card holders can buy those products at the preferred rate.

Instead of offering a discount, offer extras and premiums to referred customers. Half price perfume packs at christmas. New Years Viagra special (kidding). Free pair of gloves or mitts in November. Free scarf with 200 dollar purchase. Free turkey at thanksgiving? You get the idea.

One day is not enough...when I had my drycleaning shop, I partnered with many different businesses to offer (okay...showcase) their products or services. As an example, I hooked up with the SunRype people and bought a half pallet of one litre tetra paks of orange and apple juice (http://www.sunrype.com/) With every order of drycleaning worth $10.00 or more, I gave away the customers choice of orange or apple. It cost me 1 dollar for a litre, perceived value was 2.50. Was also a heck of a conversation starter at home when the spouse asked..I sent you for the dry cleaning, and you come home with the shirts and apple juice!?

We did the same with Nestle Ice Cream bars (http://www.nestle.com), with a milk company. Eventually, we made it a permanent part of our business with our 'Goodie Bags'...but that's a whole different posting.

This can't be a one time knee jerk reaction, you have to make it a part of your business now, and for the foreseeable future (until the move is covered).

You might also want to hire a call center to do follow up phone calls for you to keep customers coming during the move period. I have a contact name for you who I'd recommend making calls for you. Rates are reasonable, and they are VERY good folks (not pushy, very friendly).

The idea is to AMPLIFY the resources you have, and fire on all cylinders to make this happen. Outsource where you can, and call in folks like a direct mail specialist, a call center specialist, email marketing specialist, etc.

If this makes sense, and you'd like some help, post a project on this forum and let expert service providers like me and a few others bid on the job.

Good luck with the move.

Oh, that reminds me....three months before we moved our dry cleaning shop, I began mailing special postcards to my top 20 percent of customers in my customer list. The first postcard was a special postcard that said: After 16 years of working on the same spot...we're moving...and we listed details and dates about the move, and a preferred customer offer. Two months before the moved, we mailed a reminder. One month before the move, we mailed a 'Think we can move 6 tons of equipment in 24 hours?' card. Once the move was complete, we mailed a postcard to all customers inviting them to 'Come and see our new place to hang' postcard, and a special offer at the new place. We worked out customer lists hard. Long and short was, we held onto 70 percent of our customers...and almost 100 percent of our top 20 percent big spender customers (which represented 80 percent of our sales).

Hope this helps you, and offers you some worthwhile advice.

Darcy Moen
Customer Loyalty Network
 
Posted by: Peter Hobday Member Response
7/26/2006 4:37 AM (CST)
Montva 57:

1. Print plastic customer cards (like credit cards), put them in an envelope with a letter telling the customer to complete their name, then they will be eligible for special offers / discounts on presentation

2. Capture as many names as possible by printing forms for a grand prize. Hand one to each customer with a little pen (buy them by the hundred) and tell them to complete and put in a tall wooden box for the grand draw. If you have the space, put a shelf or desk for them to fill in the form, or design the wooden box that way.

3. Have a home worker typist on an hourly rate entering those names for your mailings about the move into a database program.

4. Name those people who get the card / give their name a 'preferred customer' and make sure staff register recognition and smile whenever they see the card (Very important, that!)

5. Have a shelf or bin with 'Discounted for preferred customers' signed on it. Have those cards handy, with the form for completion for anyone who enquires and let them have the customer discount that day.

6. 'Preferred customer' is just a generic name. You should think up one for your own shop.

7. Once up and running, your new system should be continued - it will increase custom a lot.

None of the above is expensive to run. Nor does it take time to set up - it's just the printing of the 'credit cards' that takes time, but the design can be really simple.

Let us know how this David and Goliath battle works out!

Best wishes

Peter Hobday
 
Posted by: montva57* Author Response
7/26/2006 5:47 AM (CST)
Wayde,

because a large number of stores have moved or have been closed. It is begining to look empty.

Yes change happens in every industry, its very common now to loose plazas to mixed use.

We just wanted to have a day to say thank you to customers.

Yes the developers have put out FUD, and the merchants have countered.

I understand that a one day event will not be a cure all. They just wanted to get the word out that the core businesses are still open, and that untill an agreement is reached will continue to serve the public.

Yes peter, this is a david and goliath. Emotions are running very high. I have a meeting with the merchants this evening, cool heads must prevail here. With sound business practices With clear goals.

Will keep you all posted
 
Posted by: MANSING Accepted Answer
7/26/2006 5:56 AM (CST)
Montva57,

I can understand your situation about moving out to the new place on temporary basis. No business wants to loose customers and their trust. It takes long time to develop this relationship. There are chances your competitor also looking a new opportunity to gain this customers.

Redevelopment of the Plaza is a great opportunity for your old business to come with new strategy. For example, it always looks nice in New Dress. People also think differently when you are in new dress and when you look smart you always get new friends. (Please consider new consider).

How can we transfer this weakness into new opportunity? So use this opportunity to make your customer positive about the redevelopment decision you are going through. This time you need to build each other’s confidence by considering long term future.

As you mentioned pharmacy business is 30 years old and average customers are old resident in that area (total -7000). You have 10 Stores who also interested into customer appreciation day and wants to use/share this opportunity. That’s great! You can save your money on this customer appreciation day and you will get in contact with other customers registered with other stores. So here you are getting more customers.

Here you need to discuss with other stores because your targeted customer are different than others. Main think is every body wants medicine but not every body eats Non Veg. or Drinks. On this important day you need to think about following things:

1. Plan to be extremely busy.
2. Timing of the event – Evening / night
3. Budget for the event?
4. In other words station your strongest people on the phones, counters, delivery and so on. Bring back former super star customer that would like to help out for a reunion
5. Photo session for old customers
6. Show Old memories – Photos representing members/staff/customers
7. New advice (schedule) on the opening day after redevelopment.
8. Get address of every customer for monthly update about new shop.
9. Give them vouchers so they can come at the same place after development.
10. Give them other vouchers for movie / shopping / restaurant
11. Give a Broachers / handouts for new address/ location while the work is going on.
12. Advertise in Local news Paper for other people to come and join the celebration.
13. Use catchy tagline for your event: use positive words – trust/care/value/service/faith/ support etc.,
14. Get more advice from Event Company for food / design / music and decoration issues.
15. Assured them they will get there medicine at there home address. Make a 24 hours phone line service and delivery deadlines.
16. If it is possible you can offer few sale items.
17. Prepare a press release. Invite radio and TV to interview exiting customers. Every body loves a feel good news story. It might as well star you.
18. Please follow all the health and safety rules.
19. Thank everyone. Customers, employees, food suppliers

You need to show them how valuable they are for your business and your importance for them. Customers want, yearn to feel special. After all they are our lifeblood. How much are you willing to do to prove it to them? You must earn top of mind positioning by giving them something to talk about.

Regards,

I hope this will help!

Regards,

M Bhor
 
Posted by: Frank Hurtte Member Response
7/26/2006 7:48 AM (CST)
If you are set on having a customer apreciation day, then I would center it around some kind of news release. The chances of getting enought customers to the location to make a difference is limited. You want the ones who do not make it to the event to see the news on TV, Newpaper, Radio, etc.
 
Posted by: montva57* Author Response
7/26/2006 8:24 AM (CST)
Thank You all very much for your responses.

I now see the need for a more balanced approach to this situation.

I think that the murchants must begin ASAP rewarding there customers. Perhaps building up to a special day in September. Something everyone will be talking about. with the media present, this is also an election year for city officials. May be this fact could be used in our favor.

What do you think?
 
Posted by: Peter Hobday Member Response
7/26/2006 8:40 AM (CST)
Montva57 - yeah! Get someone to talk to the city officials and get one on your side. Get him / her to make a speech.

Then tell the press the date of that rally - and that big things are going to happen in the mall because feelings are running high. Suggest they use the David vs Goliath headine.

Get those 'customer cards' and forms printed to hand out at the function while the meeting progresses.

Make sure no-one else is working that crowd (like someone selling bicycles or ice cream).

Sounds like it could be a great day!

Peter Hobday
 
Posted by: wnelson Member Response
7/26/2006 9:08 AM (CST)
Yes, that's what I meant when I said, "Get the local newspapers involved - it's always a good story to talk about local underdogs being picked on by a big bad corporation. Make it a cause for local politicians and celebs. You can probably get them to do this stuff pro bono. "

Wayde
 
Posted by: kpalmer Accepted Answer
7/26/2006 9:50 AM (CST)
OK, here's another side you may consider.

I can't believe the unreal quality of the answers on this thing - very impressive.

If this was me and that was my problem:

1. I'd take a totally different - proactive approach with the whole scenario:

Make it look like it is a planned and organized, well orchestrated move, not a negative. The pharmacy and the rest of the businesses are planning on continuing service as the changes take place to the building.

I'd use many of the suggestions above in making it appear as though business as usual is the order of the day. I really like the idea of switching to a "home delivery" order over the phone type of idea employing a delivery service of sorts to make this business just rock during the construction.

In fact, using Region Wide marketing to your advantage may actually cause an increase in business:

a) you'll market the fact that prescriptions can be faxed in and the original picked up at the customers' home on delivery of the prescription: saving time, saving gas costs and being super convenient

b) for shut ins, you're so concerned that you'll now be offering home delivery of all medications and anything else they'd like you to pickup - at no extra charge!

c) for convenience, we've also added debit and credit card machines to all our drivers - so you don't even have to go to the bank first - we'll come to you

d) promoting it in the paper / radio to specific groups of people: business people over emails, seniors via a seniors club newsletter or magazine, general public via the newspaper on a weekly basis and specific other clients reaching them via telephone to secure their "frequent user" card and related bonus gifts.

This could turn into one of the best things for your client ever - if handled quickly and smoothly on your part.

I would probably brainstorm to come up with a catchy program title, create a brochure that was filled with older looking people smiling at their front door and shots of the pharmacy people in their white coats filling prescriptions with a smile and the delivery lady waiting right there in the background.

Canvas the city in pockets where your best customers already exist. Pharmacies will have incredible databases by law and you'll be able to target your best customers and infect all of their out-of-neighbourhood friends with your direct mailings.

Grand Opening? Customer Appreciation days? I don't know if that will really have the effect of keeping you busy throughout the winter.

Try these suggestions and let us know how you're making out - we'd be willing to donate some time and energy if you need us.

We can help you with print, design, mailing, etc.

kevin
 
Posted by: jpoyer Member Response
7/26/2006 8:56 PM (CST)
I had a similar experience with a pharmacy I used and had no idea they moved until I went to the store on an emergency medicine call, and it wasn't there. Because of the emotional nature of my medicine need (heart medicine for my son), I was irritated enough to change pharmacies. I was not important enough to contact, so I just moved on. You definitely don't want the pharmacy to get in that kind of rut. ... Since these are all local customers, even though there are about 7000 of them, you might suggest that the pharmacy has a phone-a-thon, similar to how a non-profit might run it, except instead of asking for donations, have the pharmacy staff and other PR/Marketing professionals who are helping call every customer. Every, single customer. A personal call which, considering your customer base, might be a little longer than the usual notification phone call, but would go along way to help those customers feel like their business is important, they are important. Since your customer base is local, the cost for this would be very minimal.

Hope this helps,

Jennifer
XPRT Creative
 
Posted by: Deremiah *CPE Member Response
7/26/2006 11:34 PM (CST)
Hi Montva 57,

I hope you're having a great day!

DON'T RUSH...JUST HUSH
So many times we rush into a mode that is re-actionary so please consider doing the opposite of rushing...remember (haste makes waste). You have with in your view all of the great opportunities to make this process happen in a winning spirit. So don't rush just hush...yes hush which is a Southern expression for being quite.

SILENCE IS OFTEN THE BEST SOLUTION...
Real innovation begins with getting somewhere you can relax and quite the overwhelming soul. Nothing good will come out of your rushing the greatest ideas are in your hushing.

THE EASIEST ANSWERS COME RIGHT FROM OUR CUSTOMERS...
Have you thought about having a close up and personal conversation with each one of the 7,000 customers? Why not? If you have so much to lose than focus on what you have to gain by creating deeper relationships. Now is a better time than ever to ask your customers the ultimate question...

MRS., OR MR., CUSTOMER WHAT CAN I DO TO BETTER SERVE YOU?...
If you're afraid they are going to leave then what better question to ask anyone. This keeps it personal and centered on your customers. You see it's not about you but it's really, truly about what they think about the experience of what you need to do to take care of them now and in the future. Yeah, I think there is no better time than now for you to serve the customer with Passion. Most businessess fail because they are afraid to stoop low and serve the liberated customer in this fashion. But aren't they worth it.

THIS IS THE ULTIMATE IN PROVIDING QUALITY SERVICE TO A CUSTOMER THAT HAS HUNG IN THERE WITH YOU...
So what are you going to do tomorrow. That's right you're going to call a time to sit in person or talk over the phone with the customer that has built your business. And you're going to get them to tell you what you need to do for them versus you hearing gimmicks and tricks to getting your customers to thinking you care.

NO GIMMICKS, NO TRICKS JUST SOUND CUSTOMER PASSION mixed with EVANGELIZIM...
that's right! That's what the real customer is looking for. Someone they can count on to really treat them with an endearing attitude. And the first company to do this will keep their 7,000 customers happy and successful. Now let me get somewhere and hush so that I can hear the other opportunities you need to apply to this serious but easily solveable opportunity. Have a great day...Thanks for an excellent question & Remember our only real problem in life is our failure to be "MORE Creative" than we’ve ever been. If you “Invent” your opportunity YOU WILL most definitely create your future. Just know that I'm here for you if you need my help. Is there anything else I can do for you?

Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
 
Posted by: montva57* Author Response
7/27/2006 6:34 AM (CST)
What a day thats for sure, some of the merchants were unable to make the meeting last night.

So we rebooked for tomorrow night. I have a meeting with the developers tonight. They have revised their sight plan, and I hope to be able to hear some changes.

We will start a customer card, I have contacted the council people. Will meet with them next week also. We will have a friday coffee and tea. A list of perfered customers is being done. A golden club will be formed with customers aged 90 and up. Thats the start from last night. More will be added Friday. A delivery service will be advertized, they have done it on a small scale now they are going to go in high gear. I need to make a flyer.

The advice I have receved here is increadible!!!!!!!! Thank You all for your answers. I believe in this project, I know with a GREAT attitude, the mood of this can be changed so many will benefit.

Will post later today with more updates. Wow this really has turned into fulltime (smile). Nothing like putting your self in the middle of a mini war.

Heres hopeing I know how to duck.
 
Posted by: ian* Member Response
7/28/2006 3:32 AM (CST)
If you want to retain established pharmacy customers when you move temporarily, why not offer delivery instead of (or as well as) a new location?

You have always come to us...now we have to move for a while, the plaza is redecorating...so we will come to you!

(is that legal?)
 
Posted by: NovaHammer Member Response
7/28/2006 10:51 PM (CST)
Remember "people don't mind change - they mind being changed"

If you can't get them to suggest what works best or doesn't for them and adapt to them. Otherwise don't guess just reassure them that as Valued Customers you will do all you can to maintain consistant service including home delivery of perscriptions. That's what most Drug stores are in business for not the other things duplicated by eveyother corner store.
Be their Consitant Caregiver!

Work this out however it fits your area, one day a week perhaps with the assistance of the other stores remaining.

The cost of an Rx courier shouldn't be prohibitive and is a real increased value, more than superficial juice boxes etc.
 
Posted by: montva57* Author Response
8/2/2006 4:15 PM (CST)
I would like to thank every one who posted.

I am working on ideas, and will post soon with updates.

Thanks Again for all your answers.
 


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