We’ve all heard the expression, “You only get one chance to make a good first impression.” I venture to say that’s not entirely true. Here’s why.
Whenever a grocer opens a new store or hosts a re-grand opening after a grueling remodel (usually far more challenging than most new store openings), the store, its employees and all it has to offer are in the spotlight. So much so, that it isn’t unusual for these grand openings to draw 20-plus times the usual customer traffic than normal. Anyone who has experienced this knows this is no exaggeration.
Because of heavy marketing and advertising, people come from a far greater geographical circumference. Some visit to take advantage of the store’s sweet grand opening specials. Some shop just to check the place out and see what all the fuss is all about. These, of course, are the potential new customers you hope to retain as regular shoppers. They are enticed from your competition. Perhaps some regularly shop at a sister store within your chain.
But come they do. In droves.
My old merchandising buddy Patrick Mills, who today owns and manages Sal Amato Produce in Denver, once told me that, if a store could somehow get a shopper into the store for eight shopping trips, there’s a high probability they will become that gold standard — the regular customer.
That’s eight chances to make a good first impression. And a grand opening is the perfect path to do so.
Do you have to ‘wow’ them in all eight visits? Does the produce department have to be in grand-opening condition every single time? It’s hard to say. After all, ours is an inexact science. However, I suspect that if your efforts impress the customer on most of those eight shopping trips, you will win their business.
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I know what you’re thinking. What about the two or three times the produce department is in, say, just OK condition in the early going? Will it make a difference?
Like so many of my hypotheticals, I’d have to say, it depends.
Customers can overlook a few imperfections, all right. They don’t mind if a produce display isn’t exactly level, but they do mind if the display is dirty, empty or peppered with bruised, wilted, spoiled or otherwise undesirable quality.
Rather, if you keep the produce fundamentals strong, you will reach the eight-trip shopper challenge and the chance for regular shopper status. This means striving to keep everything as clean as grand-opening day, as neatly stocked and rotated as grand-opening day, and as much top-notch customer service as grand-opening day. Keep all this in place, and nobody will mind if the banana display is one-third empty, so long as the other two-thirds are neat and good quality.
Of course, once won over, a produce department should always strive to keep everything in grand-opening shape, as difficult as that is to do. Eight shopping trips may win them over, but all it takes is one bad experience to lose a customer, sometimes for good. So never take your business for granted. Keep your produce aisle clean, neat, stocked and customer-service friendly, and you’ll win the crowd — grand-opening day or not.
Armand Lobato works for the Idaho Potato Commission. His 40 years of experience in the produce business span a range of foodservice and retail positions.