Jessica Willing-Pichs This is Me

 Web References

1. 1. Building Friendships: The Ins and Outs of Loyalty Programs

   www.gourmetretailer.com/gourme - [Cached]

   Published on: 9/2/2005   Last Visited: 9/4/2005

   ,In any relationship, an acquaintance becomes a casual friend and then a best friend through a gradual series of steps,, explained Jessica Willing-Pichs, director of strategic planning for Trion Communications in Providence, R.I. To do that, Willing-Pichs believes that retailers must build a sense of goodwill between their retail establishments and their customers by creating an environment in which customers feel good about themselves. ,First, there has to be a consistent delivery of experience that makes the recipients feel good about themselves and the choices they are making,, she explained. That delivery of experience includes clean and attractive surroundings, bright and friendly staff, reliable high-quality merchandise, in-stock product, and more. ,Without this basic foundation of trust, no acquaintance has the chance to move to a deeper friendship,, said Willing-Pichs. Once that friendship has been established, you have to maintain and nurture it with engaging conversation and stimulating experiences. The next step, according to Willing-Pichs, ,involves exceeding expectations , through delightful surprises and engaging interaction., At the heart of a specialty retailer,s relationship with their customers is providing great customer service. ,High-touch customer service is a wonderful competitive advantage for specialty stores and is critical to forging more sincere relationships with customers,, agreed Willings-Pichs. She explained that customer service can be simply transmitted into little inexpensive details, such as a penny jar at the register, tasty morsels to sample, or more informative details about a product. ,Retailers such as Whole Foods, Wild Oats, and Trader Joe,s present product information, offer cooking tips, and find ways to involve their customers,, she said. ,A store that engages all the human senses in a way that provides an emotionally and physically fulfilling experience will leave the customer yearning to repeat the experience.,
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   Many retailers create loyalty programs that offer customers discounts, but Willing-Pichs advises that this method may not be the most successful. ,Discounting product through frequent shopper programs can be effective for large retailers, but are often poorly executed,, explained Willing-Pichs. ,Instead of acting as a customer reward, they can be interpreted as a discount that the regulars come to expect., Instead, she advises that retailers use other ways to show their appreciation for their best customers.
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   Jessica Willing-Pichs