Dominik Brokelmann, CEO Brodos AG and author of “Der vernetzte Laden” (“The Connected Store”)

SUCCESS STORY: SELLING SERVICE AT THE PoS

It took 1 1/2 years for Komsa to succeed in copying our service cards. They are therefore in third place, behind Eno, as they offered a copy of our recipe for success after just one year.

Instead of being annoyed, we would rather congratulate our competitors Komsa from Hartmannsdorf and Eno from Nordhorn on having recognised the potential behind our service cards and how important it is that the brick and mortar retailers play their most important card, service, in their stores.

The imitated cards just validate us more and more, showing that we are at the cutting edge with the concepts we offer and confirming what good work we are doing.  The cards have already proved their worth with our retailers and we are receiving more and more inquiries and suggestions for developing further service cards.

                       
The original: 100’s already in use.

BOOK REVEALS HOW BRICK AND MORTAR AND ONLINE CAN BE COMBINED

I just hope that this is not merely a copy created in response to the pressure of their specialist retailers, but that they appreciate why they have printed their service cards. If this is not the case, I would lile to refer our fellow competitors to my book.

Chapter 11.1 describes why we have developed the service cards and how they work:

Only if the brick and mortar retailers clearly name and praise the services can they become tangible for customers and actually be appreciated as an advantage offered by the brick and mortar retailers. 

In addition to the e-commerce components, brick and mortar business is an essential aspect of cross channel. Online pure players are worse off, as they are unable to offer services on site. Service cards are needed to make this visible.

We have been aware of this for quite some time now, and have been offering our retailers the service cards for years already. These do not only boost customer loyalty, but generate considerable profit at the same time. 

You can find tips and hints on the topic of service and services in my book.

MAKING SERVICE VISIBLE

We have invented and developed the physical service cards in order to make the value of services such as transferring data and repairing mobile phones visible and transparent. They symbolise services which a retailer can offer directly in store, making customers aware that each service does also correspond to an equivalent monetary value.

If they are to be used successfully it is crucial that services are actively offered, and that a conscious effort is made to mention them to customers. Physical service cards itemise services individually, showing the price for each specific service. This lets end customers see the monetary value of the service straightaway. The service cards can easily be positioned where they will catch the customer’s eye, for example on a revolving stand directly at the counter.

Meanwhile, we can offer approximately 20 different cards, and we keep making more. The great thing is that our retailers notice during their conversations with customers where there is a need and then contact us directly to work together to design a new service card for this topic.

The service cards represent considerable added value for retailers.

For all interested retailers a starter set is available for a special price of just 59 euros, including 10 cards for each of a selection of 9 service cards chosen by the retailer. Alternatively, retailers can put together their own range of service cards. Service cards are available in three different price categories. Brodos partners should not hesitate to contact their individual contact person if they have any further questions concerning service cards.

More information on the connected store can naturally also be found on our website:  www.the-connected-store.com.

However, our fellow competitors can also find further helpful hints and tips on the topic of service and advice in my above mentioned book.