Blog
Service cards in practice: sell successfully and boost customer loyalty

 

Frank Lüttjohann, CSO Sales Trade

 

 

During my Local Hero Tour I have received a lot of feedback concerning the topic of service at the PoS. Our partners keep coming back to this topic, as it is one of the major advantages brick and mortar retailers have over online retailers. Many people in the branch have been of the opinion “we need to sell services” for quite some time now, but the correct method just wasn’t available. At the moment we are learning how this could be done, as our experience with service cards shows that it really does work. Our partner Ralf Greulich is already using them very successfully in practice, and has enjoyed extremely positive results to date.

We have developed physical cards, so-called service cards, aimed at making the value of services such as transferring data and setting up apps 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.

Ralf Greulich from my-eXtra Ansbach City: "We have had the service cards directly on the counter in store since the beginning of May, where they grab our customers’ attention straightaway. Usually it is even enough just to point to them when a customer comes with the famous question: “Could you just....?”

The cards are the perfect argument in sales talks, for example to show customers that we usually charge €14.99 for setting up a smartphone for the first time. If a customer buys a new device or signs a contract, however, a protective cover may be fitted free of charge, instead of for €4.99. Customers are pleased at having saved €5.
 
The service cards are suitable for both new customers and regulars. This is in general very good advertising for us, as customers recommend us as a very fair store and report back on their positive experiences with our services.”
 


Ralf Greulich, my-eXtra Ansbach City

If they are to be used successfully like is the case with Ralf Greulich, it is crucial that services are actively offered, and that a conscious effort is made to mention them to customers. It is widely recognised that service is one way specialist retailers can stand out from the crowd, as most services simply cannot be offered by a pure online player.
 
This is the very reason why we have created physical service cards, listing each of the services individually and stating the price for each service. As a result, end customers can see the monetary value of the service straightaway. The service cards can easily be positioned where they will catch the customer’s eye, e.g. on a revolving stand directly at the counter.
 

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.

 

Tuesday, 30. June 2015 -12:05
COMMENTS

Become partner block