How to Connect with Customers and Build Relationships In-Person and in the Virtual World

Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.  ~ Steve Jobs

Connecting with your customers and building a relationship with them is a powerful way to create customer loyalty to your brand. Before COVID-19, experiential retail had been a way to immerse your customers in an emotional experience with your products. (Think of Apple, Ikea, and Build a Bear.) But now that we must stay six feet apart – or avoid meeting in person – how to do we connect with customers virtually?

Experiential Retail – Connecting In-Person

Back when we could invite customers into our stores, smart businesses wanted to do more than display their products for customers to come in and buy them. They did something called experiential retail, which was giving customers an immersive experience.

Customers were invited to try out products, attend events, watch videos and listen to music. That wasn’t all. The experience was meant to have customers seeing, hearing, and touching what the business wanted them to buy.

Think of Cineplex Odeon Cinemas. You don’t just go there to watch a movie. At some locations, you can buy food and drink for during the movie, sit in a lounge (if you meet the age requirement) and enjoy an alcoholic beverage before the show, or play arcade games if you arrive early.

At Catfe, you can do more than look for a possible pet. In the lounge area, you can check out their collection of cats, and if you find one you like, you can adopt the feline for a fee. While you’re there, you can enjoy drinks, snacks, and merchandise with a cat theme.

Shopping is much more exciting when it’s an emotional experience. These experiences are still possible, but slightly changed during the pandemic. Businesses have limitations on how many customers to have on site at a time, and everyone is asked to maintain physical distancing from each other.

Connecting with Customers and Building Relationships Using Emotion

Emotions are an important part of building relationships with customers. Much of this connection can only be achieved in person by using your tactile senses when you try out the product. As the pandemic continues, the question is whether this in-person experience will be the same.

Build A Bear is another business which is experiential retail. At this store, you aren’t just buying a stuffed animal. A child can watch the creation of their toy, from choosing the animal that they would like, to watching as it gets the stuffing for its insides.

Like watching a member of the family come to life, the child can also choose what voice message they would like the animal to have. Then they can choose clothes and accessories (glasses, hat) to dress up their new toy. By the time the toy reaches the cash register, the child will have already started to build a relationship with the merchandise. The certificate that goes with the stuffed animal is the final touch to make this creature another member of the family, and not just another toy.

Ikea also connects with its customers on a deeper level. It’s not just a furniture store. In the showroom, customers can walk into kitchens, living rooms, and bedrooms to try out the furniture and imagine themselves in a room surrounded by these Ikea products.

These items aren’t just furniture. Each piece has a name. When your desk, chair, or bookshelf has a name, it’s that much more personal, more human, than a desk or chair with just a model number. To round out the experience, Ikea has a café … because everyone likes to eat. The family can make a day of looking at furniture and then eating. You’re not just shopping, you’re spending time with family.

Creating Strong Connections in the Virtual Photo creditWorld

Experiential retail seemed to be the trend of shopping in the future. At the Apple store, you can try out your product before you buy. At Lush, you can decide if you like what happens when you toss a bath bomb into water. It’s fun when you can try before you buy.

As pandemic continues to rage around the world and cities continue to impose restrictions, the next concern is whether we can connect with customers in the same emotional way. If customers cannot come to our stores, if it’s not safe for them to touch and feel and experience the products, can we get the same results with virtual selling?

Could businesses rely on technology to build those relationships with customers and make sales without actually being there with the customer? We have the good old telephone to make calls. In addition to calling customers, businesses can also reach out through email and virtual meetings on platforms like Zoom.

Social media also has an important role in building those connections. Businesses are posting videos about their products on Facebook, Instagram, LinkedIn, Pinterest, and YouTube. These posts use humour, curiosity, and surprise to tell customers about their products in creative ways. Some videos are straightforward, showing you the features and uses of a product. Others are unexpected, using skits or a scenario to showcase a product.

Watching a video about making ice cream with an ice cream maker isn’t as immersive as watching the food being made in person and then tasting a sweet sample. But it is still possible to connect with customers in the virtual world and provide them with a somewhat immersive experience.  

Summary

Experiential marketing and virtual selling are two ways to connect with customers and build relationships with them. Customers want the opportunity to try out your product before they buy. Provide them with these opportunities through social media posts, online communication, and best of all, experiences in the store. Give customers a memorable and fun experience!

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Skills Insight of the Day #3 – Marketing

Experiential retail is a form of marketing that’s a little different from the traditional approach of just browsing through merchandise.

This approach involves an immersive experience. It involves your emotions. Some examples:

  • Interactive museums where you can interact with the exhibits and post for photographs. Posting your photographs on your social media is encouraged.
  • Bookstores where you can sip a cup of coffee, read a book or attend an author talk.
  • Cosmetics stores where you can try out bath bombs, soap and shampoo right in the store.
  • Sports and athletic wear stores where you can try out athletic wear or equipment at the in-store trial space (such as a basketball court) or get an autograph from a top athlete.

Experiential retail was the new trend. However, with the social restrictions from the pandemic, what will happen to this form of marketing? Will the experience be the same if you virtually try out a product from your own home? What do you think?

Online Dating Apps Hit or Miss: Entrepreneur’s Review

If there was ever a year that online dating apps could be the answer to those looking for a date, 2020 would be it. For those singles in lockdown or severely restricted to just leaving the home for essentials, meeting singles through social events has become near impossible. Online dating apps seem to be the best solution during the pandemic but are they a hit or a miss?

I decided to put a few online apps under my entrepreneurial magnifying glass to decide if they were the solution to dating during COVID times. A single friend of mine tried out a few apps but she was doubtful that she would have much success. It was her first time trying out a dating app. Her views are somewhat typical of adults who haven’t used online dating before.

According to a survey, about 56% of adults don’t view dating apps favourably because of concerns of misrepresentation (lying about age, income, etc), fraudulent activity, or lack of safety (company doesn’t protect their information). This percentage changes with people who met someone online. About 78% who met their partner through a dating app view these services in a positive way.

As for my friend, we were curious about what her experience with online dating would be like. Would she find her future partner? Or would she be hoping to meet him still?

Are Online Dating Apps a Hit or Miss?

The reality is that online dating is a business. To that end, their goal is to keep you on their app as long as possible. In other words, the more you swipe, the more they win.

If you enjoy an abundance of choices and spending a portion of your day swiping through profiles and engaging in some conversations, you might enjoy online dating. However, if you’re a busy professional who just wants to meet that special someone, mindlessly flicking right and left quickly becomes a frustrating activity to kill time.

In many cases, my friend had to decide from a couple of photos and a sparse profile with few details (such as city, height, career, and short description of who he’s looking for) whether she wanted to pick the guy or not. She found it hard to decide with so little information.

In addition, when she did get a match, most matches opened a conversation with, “How are you?” Her textbook answer was always, “Good” or “Fine” because they don’t expect you to say, “Super busy at work” or “Would you believe I’m at a party” or “Super apprehensive if you’re the one or not.”

After a while, her answers became mechanical instead of genuine. Especially on day two of the chat when the guy would again ask, “Hi. How are you?” Whenever she opened a conversation, she tried to be more creative by looking at the man’s profile and asking a question based on what she read, such as, “Hi. So what places have you travelled to?”

A more meaningful conversation was a lot more useful at helping her decide if she liked the guy or not.

The Reality of Online Dating Apps

It doesn’t matter what reviews say about each dating app. Your experience on the app may or may not be anything like what they describe. As mentioned earlier, dating apps are in the business of roping you in and keeping you there.

Without knowing what selection of candidates are in your area, you could invest time in creating a profile of yourself only to find things aren’t what you expected. My friend had read about Bumble and liked the idea that women could make the first move.

My friend is in her forties looking for a man in his forties, and she is confident and knows what she is looking for. She wants a partner to start a family together. But, like a woman going to a steakhouse and hoping to meet a vegetarian, she found herself in the wrong place.

Her experience on Bumble lasted one hour from downloading the app to deleting it from her phone. What she quickly found out was that the men in their forties on this app either didn’t want kids or already had them and didn’t want any more.

After an endless succession of swiping no’s, she got rid of the app. She found that online dating was more about getting more users on the app than preparing users for what they would experience.

A dating app isn’t likely to put the user first, and have “buyer beware”, up to date descriptions on the types of profiles they had. Business-wise, it was too time consuming, and some app users probably weren’t as picky.

But if the app wanted to put the customer first in the future, she hoped it would have a description of the types of men she would meet before she invested the time in getting an app that wasn’t suited for her situation.

Photo credit: Adrianna Calvo

What the Online Dating Apps Don’t Tell You

The goal of dating apps is to keep you swiping (and single for as long as possible). It would be an impressive story if someone signed up, got a match on the first day, had a great conversation, and closed the app a week later because they had found their soulmate. Ideally, that’s what my friend wanted, but it’s not ideal for the app if people keep signing up and leaving with quick success.

She tried Coffee Meets Bagel (CMB), Plenty of Fish, and Match.com. On the first day of CMB, she had some matches that she liked. It went downhill from there, with fewer and fewer desirable matches as the days went on.

The process was also slow because she could only get less than 10 suggested candidates per day. Then she would have to wait until noon the next day for more suggestions. She could also browse about 10 additional candidates if she did a search. However, with these candidates may not meet her must haves.

Eventually she became more desperate (or daring) and widened her search area from 10 km to 20km. Within minutes, she found guys who had picked her. One man lived in another country. Another man was 20 years older than her, and other was 20 years younger.

These matches alarmed her because that meant they had seen her profile some time ago in order for them to have “liked” her already. For example, there was a man who liked her who lived in another country. She would never choose him in return because she wasn’t interested in a cross-border relationship.

From the customer’s point of view, she felt that she should have been able to select criteria that would work both ways. For example, if she wasn’t interested in viewing profiles of men who were 20 years older than her, then men who were 20 years older shouldn’t have access to her profile either.

From the business point of view of the dating app, I could see why they would not want these types of “two-way” limitations. It gave the app a bigger pool of candidates. A guy 20 years older than her could “like” her, hoping that one day, she would like him back, not knowing that she never will. It’s like encouraging people to be optimistic about something that wouldn’t happen. To me, this is one aspect of online dating that is a “miss.”

Summary

It’s possible to meet a perfect partner on an online dating app. Success stories boast that these apps are a “hit.” But for those like my friend who downloaded and deleted a series of online dating apps during the pandemic, these apps were a “miss.” The main purpose of an app, like any business, is to keep you coming back for more. Given the choice between matching you to your ideal partner or keeping you swiping, these apps are designed to keep you swiping and searching. If you’re lucky, you’ll find the hidden gem you’re looking for.

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Skills Insight of the Day #2 – Dating

Online dating requires a specific skill set, just like job interviews and resume writing do, wouldn’t you agree?

You need to find photos that show off the very best qualities of your appearance, personality, and what you like to do. No selfies, group shots, blurry shots, sunglasses or covering your face shots. Writing a profile that shows off your personality because bare minimum profiles make it harder to someone to decide if they like you.

Most importantly, understanding how to use the dating app to your best advantage. Statistics say after the first few days, your chances of finding the perfect match starts to drop! And after you get a match, be patient and tolerant of what could happen. A match can suddenly disappear mid conversation.

What tip would you give someone who is trying online dating?

Writing Skills that Entrepreneurs and Santa Would Crave?

Would you feel more comfortable crafting a handwritten letter or sending a quick text? Most likely you answered “text” because most of us feel a bit out of practice when it comes to writing by hand. In fact, our writing skills (by hand or keyboard) has been declining each generation! A perfect example of this is the tradition of writing letters to Santa Claus at this time of year.

Good kids (well, all kids) are still writing their wish list to Santa at the North Pole. But over time, people haven’t been writing as well as they used to. When was the last time you picked up a pen and wrote a complete letter to someone? How confident are you in your grammar and spelling each time you compose an email for work?

If you’re feeling a bit shaky about your writing skills, you aren’t alone. Entrepreneurs have noticed, and they’re doing something about it. Whether you need to write a letter to Santa or need some help with business writing, you can count on your own secret elf to help you out with this task. What is this secret elf… well, tech?

I’ll answer that in a bit. First, we need to understand how we got here – why the marketplace created a need for technology to assist us with writing in the first place.

Writing Skills and the Impact of Technology

These days, our writing skills are at the point where we may need help to write our letters. Blame technology for the decline in our writing. (And then thank technology for saving us, ironically.) Like dinosaurs that couldn’t adapt to change, we stopped seeing the value of composition when we didn’t need to grip a pen in hand.

Why write a note when you can send a text or voice message? Technology is so much more convenient and painless. Back when we had to write pages and pages of sentences by hand, you could get callouses on your fingers just from holding your pen for hours. And back then, you could get a high from sniffing liquid whiteout when painting over your mistakes.

Those were the days when writing was a workout, you double checked your spelling, and you could identify verbs and nouns. Now we spend more time rapid firing messages with abbreviated words on our apps, LOL. (LOL is laugh out loud, if you still like to handwrite things.)

A study showed just how much times have changed. The study found that these days, college students are spending more time on social media now than reading. When it comes to assignments, they are graded on the content of what they write, not their writing ability!

In fact, a study found that “Teachers have been reporting anecdotally that even compared to five years ago, many are seeing declines in vocabulary, grammar, writing, and analysis.” Good writing skills are on their way to extinction.

Despite this trend with writing skills, people still treasure a handwritten message. Think about your reaction to a hand scrawled message on a birthday card. Or a quickly jotted note from a loved one. There is something about handwriting that technology just can’t replace.

The Skills Behind Writing a Handwritten Letter

It’s been a long time since most of us have seen something as rare as a handwritten letter. A survey of Americans found that “33 percent say they haven’t gotten a handwritten note in more than a year,” and another survey said that “fifteen percent of Americans say they haven’t written a note to someone in more than five years.”

Think of how wonderful it would be to receive a handwritten note. Years ago, people cherished handwritten letters a lot more, and it was a way to communicate messages that you could keep someplace safe and look back at them time and time again. The early letters to Santa is one example of this way to pass on advice.

Photo credit: Jonathan Borba

That’s right – pass on advice, not send Santa a list of toys. The tradition of writing letters to Santa has a long history that has evolved a lot over time. At first, the letters weren’t about getting toys. Over a century ago, Santa was writing letters of advice to children. He would comment on their past behaviour over the year and how they could improve for the coming year! Santa (well, the parents) would leave these letters near the fireplace.

As it became more common to buy stamps in the 1860s, American children started to send letters to Santa at the North Pole, where they believed he lived and worked. The tradition evolved to what it is today: children who are good ask for toys that they would like to see under the tree at Christmas.

Technology has also evolved. If you don’t know how to write a letter – or struggle with letter writing in general – you can still be a competent writer.

Websites such as emailsanta.com make the writing process super easy for those who want to write a basic letter to Santa. You choose a stamp, go to a webpage with the skeletal structure of a letter, and fill in all the blanks. And just like that, presto, your letter to Santa is complete! You will also instantly get an answer back.

You could say that letter writing programs such as this one is contributing to the decline in writing skills because the process has become so automated. But you could also say that technology can help with teaching writing skills.

At the marthastewart.com site, they teach you how to write a letter to Santa Claus. It even has instructions on how to get the letter sent back to the child’s home. When the child reads the letter, they will find a personalized answer from Santa himself. The secret of course, is the additional instructions to the parent on how they can write the reply as Santa before the letter is returned.

I don’t remember writing to Santa as a child, but I’m sure back then I would have been impressed that he took the time to write to me, one kid out of millions. I was already content that he could spare a few seconds on Christmas Eve to drop into my home and fill my stockings with gifts.

With all this technology, what will happen to letter writing in the future? Will children be sending voice messages or video messages to Santa in a couple centuries?

Photo credit: Valentin Petkov

Are Shortcuts to Writing the Solution to Writing Skills?

Chances are written messages will still be around for a while. Entrepreneurs are constantly devising new ways to answer our desires for personalized content and bridge the writing skills gap.

If your handwriting looks like a chicken scratched some random ink on the page, digital handwriting services are here to rescue you. Marketing research has found that customers are more likely to read a handwritten message. Just think of the last time you held a pile of mail in your hand and you saw handwritten words on an envelope. Weren’t you assuming a friend or family member had written to you?

I was surprised when one such envelope with handwriting on it turned out to be a marketing campaign from some company I hadn’t even heard of. However, I’ll give them credit for piquing my interest for a good minute while I opened the envelope to see what was inside.

Thanks to technology, we don’t need to hire a human to handwrite each letter or note to a potential customer. We’ve got automated bulk mail machines to send the same letter to hundreds of people at the same time. The handwritten text just adds that extra personal touch.

With these services, it is even possible to get these digital handwriting services to “handwrite” your annual Christmas letter to your family.

Entrepreneurs are always looking for ways to solve problems. Writing skills may be on the decline generation after generation, but AI (artificial intelligence) could save you.

A site such as copy.ai is geared toward brainstorming the copy for digital agencies, copywriters, and ecommerce brands. There’s no excuse for writer’s block anymore. Not when a website can help you with copy creation for Facebook, your blog, Instagram, and more. There’s a fee for the service, of course, but maybe now you won’t need to pay for writing courses to improve your skills.

I wonder what people from two centuries ago would say about our writing skills today. Would parents have preferred to use technology to handwrite their Santa letters to their children?

Summary

Handwritten letters seem to be a lost art. Nowadays, people’s writing skills aren’t as good as they used to be.

However, entrepreneurs and businesses have found a way to solve the writing skills gap. A letter to Santa could be composed using technology you find online. At the office, you can employ the services of a website to write your copy for you. Despite these changes, one thing remains the same.

People still value receiving a handwritten note. Perhaps you could handwrite a short letter to a loved one this Christmas and see what happens.

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