The Big Boys didn’t want my cash

My daughter wanted a new TV and DVD for her birthday, so I went TV/DVD shopping. We knew we could get what we wanted at Target, but I thought I’d also try Radio Rentals and Harvey Norman, just to make sure we were getting the best bargain/model.

First stop Radio Rentals. We walked into the store which was relatively devoid of people, and went to the TV section. Couldn’t find what we wanted, waited 5 minutes for a salesperson to approach us and offer help. Nothing. So we left. Clearly, they didn’t want our cash!

Next stop Harvey Norman. We were approached quite quickly by a salesperson and I specified exactly what I wanted, including budget. I was shown a variety of models, none of which were in my price range, or the type of TV we were looking for (i.e. not Plasma/LCD!). I was advised that “Harvey Norman is does not offer that sort of model any more, because it is being specific in its target market.” The subtext was: “We have changed the models we stock so we have an excuse to up our prices.” I replied to the salesperson that Target stocked exactly what I was looking for and I’d be happy to give them my cash. The salesperson merely shrugged. He didn’t want our cash either… well, actually, he did, but more than we were prepared to hand over!

So we went to Target and bought our Sanyo TV and our Whatever Brand DVD for around $220. Magic!

What is going on in retail world? Firstly, the Australian government has put at least $900 in the hands of most Australians. For the good of the country, Australians are probably going to spend. I have to ask the question: given the circumstances, why was Radio Rentals not staffed? Why, in this time of GFC, are customers allowed to leave a store without having so much as a conversation with a salesperson?

And can retail stores be as fussy as Harvey Norman? Wouldn’t have been better for them to stock a variety of models – at a variety of prices including budget – than have me walk out of their store without handing over my cash? Surely, in this current economic climate – $220 bucks in their pocket is better than zero dollars?! I would have to say that “up-modelling” is a marketing failure for Harvey Norman. No wonder they are closing stores with this sort of “strategy”!

Guaranteed the chain stores will come out of this intact – Target was buzzing with people while we were there… and they had full trolleys. Note to Gerry Harvey: people still want to buy, but they want to buy what they want… and they want to feel like they are getting a bargain.

Why we don’t like offshore call centres

And it’s not because we aren’t a multicultural, globalised society.

The real issue is that people want to deal with other people they perceive to be just like them. As soon as an accent is heard, it puts up an immediate barrier in the mind of the consumer. The consumer thinks something along the lines of: “This person doesn’t sound like me, so how can this person understand what I want? If s/he doesn’t understand what I want, then how can I possibly deal with him/her? They don’t have any idea of my life, and what I have to deal with. Therefore, I don’t want to deal with them.” This self-talk takes place in the space of a few seconds, often unconsciously, and explains why the metaphorical door is slammed on any meaningful interaction with the representative of the brand.

And, we hate to say it, in times of trouble, people get very nationalistic and protectionist and want to know why jobs are being shipped offshore (even if the jobs are hard to fill onshore because no one wants to do them).

Good brand management means that the demographic is reflected in all customer service offerings. Interestingly, we notice that Telstra clearly thinks this is something that should be done…but only for a price!

No wonder consumers are cynical!

Nice to be recognised

I did Googled the mosaic communication blog a couple of weeks ago (which I do on a semi-regular basis as well as having a Google alert set up), and was very happy to find that we have been listed as one of the top 15 Aussie Small Business Blogs!

Thank you Martin Neumann!

The Pacific brands debacle

While much has been said in the media about the debacle that is Pacific brands, I do want to make a couple of points. For international readers, Pacific is an Australian icon that manufactures well known products like Bonds underwear, Berlei bras, Lee jeans and Grosby shoes. This list is quite extensive.

In the past couple of weeks, the company has sacked workers, sent production offshore, paid CEOs millions and been criticised for the amount it spent sponsoring the Melbourne Fashion Festival.

I would hate to be Marketing, Communications or PR Manager at Pacific brands right now. Having said that, none of this would have happened on my watch! I would have strongly counselled the Powers That Be that they would be on a slippery slope to massive damage control if they chose the course of action they did. Or resigned trying!

While Pacific is trying desperately to manage the message through their website, the online backlash is of major concern. Check the Google search here.

How they recover from this, I don’t know. Trust in the brand is now zero, and no Australian worth their salt will touch them. But maybe they just don’t care, because globalisation means they can flog their products off in countries they think have never heard of them. But consumers are canny, and they are forcing corporations to develop a conscience whether they want to or not. Consumers are saying: “Do I buy products from a company that behaves ethically and responsibly, one that doesn’t affect the well being of my family, or do I go with the one that doesn’t? No brainer really.”

And it’s consumers I have faith in. Not governments, not boards, not audits or investigations. I believe consumers will change the world, and inherit a much more compassionate one. They know the reality of the alternative, because they are experiencing it now.

Branding kicks and kisses

A big kiss to Westinghouse

My dishwasher was installed when I had my renovation done around two years ago. A couple of clips that held the upper basket in place broke, and I contacted a number of dishwasher repairers who advised that I should contact Westinghouse direct as it was probably still under warranty.

I called Westinghouse, and spoke to a lovely (Australian) customer service man who simply asked me for the model No of my dishwasher, and said that the parts would be shipped to me via post in a couple of days. No charge to me at all. They arrived via registered post the next day. Was very impressed with the level of service and the fact that they didn’t charge me for the replacements. Oh, and they sent me extras as well!

A big kiss to Wakefield Tavern

I went to the Wakefield Tavern for lunch (with an acquaintance) about a month ago. I wanted the chicken salad, but am pretty fussy about chicken, so asked if it was breast or thigh. The barman swore on the life of his mother (more or less!) that it was breast meat. So I ordered it.

The salad came out, and it looked lovely. Rocket, char-grilled capsicum and red onion (although in retrospect it was a bit pricey for what was dished up, but that’s another story). I cut into the chicken and realised it was thigh meat. Grrr! I ate it, but didn’t overly enjoy it. The person I was with ordered the same thing, and he was also disappointed.

When the person came to take my plate, I advised her that I was disappointed with the salad, and emphasised that I was advised the meat was supposed to be breast. She went and conferred with the barman who took my order, and came back with a full refund of the price of my meal! I was quite taken aback! I sort of hafl expected a free drink, coffee or dessert, but this took the cake (pardon the pun). Excellent brand management from my point of view! Now all they need is a website…

A hefty kick to Harvey Norman

I was very happy with Uncle Kevin over Christmas. His $900 Christmas present allowed me to update my PC, which was well overdue. Having bought an Acer laptop a couple of years ago, and being pleased with it, that was the brand I chose to go with. In a most timely manner, the Harvey Norman Christmas catalogue landed in my letterbox. It was a Christmas miracle – they were having a special on Acer PCs, so my daughter and I hotfooted it down there.

Let me state up front: I don’t know anything about PCs: Ram, Gigs and the like are a mystery to me. I just want to know that I can plug the thing in and it works. So, I have to rely on the salesperson to interpret my needs and give me what I want. And to be fair, he did, but I was oversold on a software, namely an anti-virus package (that refused to work) and Office (which I actually didn’t really need).

The kick to Harvey Norman comes from when I tried to return the anti-virus package that didn’t work and completely stuffed up the configuration of the computer. I uninstalled it and took it back, carrying my receipt as evidence. The PC customer service guy (and I use that term very loosely) made me feel like I was the worst person on earth for:

a) Uninstalling the anti-virus software
b) Installing a program that I knew worked
c) Not bringing the entire PC box with me (to show them that the software was not working – clearly all customers are liars!)
c) Daring to want a credit note (so I could get another accessory that I needed).

I calmly pointed out to him that the program was faulty, and that I didn’t want a refund, simply a credit note. My cash was still staying with the store. Close to 30 minutes later (after resorting to the Consumer Affairs threat), I got what I wanted, but it was a most unpleasant experience.

On a brighter note, the Acer PC is a little beauty!

A well-targeted kick to Woolworths

I recently bought an Easiyo on eBay, but it didn’t come with jars (which I knew). I hopped online, and found that the jars could be bought at Woolworths. So I headed up to my local store at Marden, thinking that I could do the weekly shop at the same time.

So I loaded up my trolley, found the Easiyo sachets, and thought the jars had to be around somewhere. About half way into the shopping, I asked (a young) staff member where I could find the Easiyo jars. He looked at me like I was a complete idiot, and then told me he didn’t know what I was talking about. So I explained. He said they would more than likely be in the next aisle over, and I replied, OK, that’s fine, I’ll grab them when I finish shopping.

Couldn’t find them. Asked another (young) man about the jars. Again the stupefied look. Again I explained. He still had no idea. I then asked if there was a supervisor who could help me. He then went to get another (young) man. Again with the look, again the explanation. He did admit they could be at other store, but he had been there 5 years and had never seen them. I asked if he could find out. He said he could, but as today was Sunday, he wouldn’t be able to get in touch with anyone until Monday. I gave him a stupefied look, and just walked out, leaving my rather full trolley behind.

Moral of the story: never treat marketers like idiots, because it will not be tolerated… and they will tell others!

A really big kick to the Light Spot

I needed a new cover for the oyster light on my fan. I wasn’t sure what the size was, and was advised (by another light shop) that I could get what I was looking for from the Light Spot. When I went there, I made sure that I could return the light if it didn’t fit. The sale staff advised me that it wouldn’t be a problem.

A week or so later, I took the light back. The salesperson advised me that I could not get a refund, but I could get a credit note. I told her that I was advised that I could get a refund. I was then told that there was nothing written on the docket to that effect. Now I was starting to get mad. How would I know that something needed to be written on it unless I worked there? How would I know what their processes were? I was then advised that I should have brought it back sooner. I explained that I lived on the other side of town and was a busy lady – I had to fit this in among all my other commitments.

I could see I was getting nowhere, so I asked to see the manager. Apparently he refused to see me, so I was forced to deal with a very unpleasant woman who flatly refused to give me a refund, even though I advised her of the circumstances of the purchase. She started getting angry at me, telling me that I could only have a credit note. She flat out refused to budge. I could see that I was getting nowhere, so I took my light and left the store.

On the up side, Norton Electrical gave me light cover for free (they had heaps of spares out the back, they said). And it fitted.

The gap is increasing

The gap between what should be done and what is is getting further and further away. Good experiences are, I think, rare. And this is a major problem when it comes to effective brand management. And it mostly comes down to how effective your staff are. Great staff can only improve the public perception of your brand. Bad staff can ruin your reputation in a heartbeat.

Maya Angelou says something along the lines of: it’s not what you say or do that people remember; it’s how you make them feel. Now that’s the true essence brand management.