When is a Refund Policy Bad Business or When is a Friend a Bad Friend?

When is a Refund Policy Bad Business or When is a Friend a Bad Friend?

I need HELP! I find myself involved in a situation about a refund from a store where I am both friendly with the customer and the store owner. It is more than a casual acquaintance in both situations. This retailer is without question one of if not the BEST bridal retailers in the country. I have the ultimate amount of respect for her, her business practices, and she is one terrific lady. We have a wonderful mutually respected relationship. I believe we have both learned from each other and I could talk business with her for hours.

Now on the customer side I have a lifelong friend of 43 years. This woman was a neighbor of my wife and married my roommate from college. I hope you can start to see the level of sensitivity in which I find myself. This situation is compounded because it is about the purchase of a Mother of The Groom dress which was my specialty for 25 years in my own store. So I don’t come to this situation ill prepared to give advice but frankly I am a little confused and just don’t want to say or advise the wrong thing. I am looking to you, my readers, for a reality check for the three parties involved. At the end I will offer various options to vote on and ask for your opinion as well. I am trying to mix a retail lesson with a little bit of interesting fun.

That’s the background– now let’s begin.

My friend is an administrative assistant at a well known private college for 30 years, who is now a single Mom of one son. I will refer to her as Ellen. Her son announces his engagement and is marrying into a well respected family from the local community. The family is planning a big wedding. They live in the Midwest and from the moment Ellen informed me I insisted that she shop at the store I described and I will refer to the store as Betty’s. Ellen said that the store was over 60 miles away and not very convenient. But I insisted that Betty’s was THE PLACE to go.

Ellen is a good customer for any store. She doesn’t try to bargain on price, she likes nice things, and is what is technically referred to as a “center of influence.” That means she is the type of person who loves to shop and is the outgoing friendly type that is a source of lots of referrals. Because of the fact that she works at a college with lots of young people, I felt bringing Ellen and Betty together was a real win/win.

Ellen shopped at Betty’s and loved the store and the people, as I had predicted. Ellen did complain about the length of the ride as she had predicted. She ordered a dress at the end of April for a September wedding. She was informed the dress would take about 2 months to come in. She wasn’t quite sure of the size so Betty (actually it was one of her sales people) said that they would order two sizes, a 10 and a 12 because it was a strong selling dress and the store would have no problem selling the extra dress. That is pretty standard policy and it is done many times over.

Ellen was then asked to pay for the dress, the shipping charge ($15. I had never heard of anyone charging for that but it’s a GREAT IDEA—I told you Betty is a terrific retailer.) and of course the tax at the time of the order. (Again I only would ask for 50% but requiring 100% is a very good policy. I found it always difficult to get the customer to agree to that.) The cost of the dress was $545 and the shipping and tax brought the sale to almost $600. Let me just add that I did NOT call Betty to ask her for any special favors or discounts. I also informed Ellen not to expect any discounts or special favors, not that she would even ask. That’s just not her style.

The dress came in at the beginning of July BUT the wedding relationship bloew up at the end of July and the wedding was finally cancelled. Ellen first called the store to inform them of what had happened. They explained that she would have to come into the store. She went into the store with her son to explain what had happened. She was given a Merchandise Credit but it was clearly typed on it that it could be used for a “Refund or Credit”. The credit was only for the tax and dress and she was charged for the delivery which I feel is certainly appropriate.

Ellen hoped that her son’s relationship would be repaired or he would find someone else. (A mother’s hope springs eternal.) So in August of 2008 she left the store with her credit. There were no hard feelings and she left the store with positive feelings.

Now fast forward a year and Ellen is informed that the college is having financial problems and they would have to be cutting back positions. They and offered a small buy out for voluntary separation or the employees should be prepared for layoffs. Not much of a choice so Ellen very sadly accepted the separation knowing full well she would have to work to survive. She is a pump-wearing diabetic with very high medical expenses.

She was starting to feel the financial pressure plus she had her son move in with her. Ellen wrote a detailed letter to Betty requesting to exercise her option (or so she thought) and asked for a refund check to be sent to her. She was then informed that she is NOT entitled to a refund at all. Even though it clearly states typed in REFUND OR CREDIT.
Again Ellen was trying to avoid a confrontation and then said that her friend’s daughter bought bridesmaid dresses there and just wanted to let Betty’s know that she would give the credit to them to use. (I did forget to mention that amount of referrals Ellen had made over the year. It was conservatively 5 or 6 bridal parties—yes that’s wedding gowns and bridal party’s dresses. She will NOT even mention that to Betty because she says, “Everybody probably says that!” and she is right there.) Betty’s sales person then informed Ellen that if she was going to use the credit that way she MUST be present for every transaction.

That wasn’t a good thing to say to Ellen because now the relationship has now gone from friend to foe. I feel so bad because instead of being a source of referrals she is planning to now say negative things about the business.

She is also planning to place a classified ad offering to discount the credit by 10 % to 20% to a bride who can use the entire amount so that she would not have to drive out every time a bridesmaid wanted to pick up a dress.

I am sick about this. Here are the options:

1. Too bad Ellen. You agreed to a final sale arrangement and just throw away the credit because you will never feel comfortable going into the store anyway. (But is that good business?)
2. A restocking charge of 15% should be charged. That’s still over $80 plus the freight was already paid. The store deserves something for the work they did but I am sure those dresses have long been sold.
3. 50% of the deposit should be refunded
4. Ellen should place the classified ad. (I would hate it to see my store’s name in a classified add like that.
5. I should send Betty a copy of all of any of my books she doesn’t have, give her a free membership to The Retailer’s Advantage, and ask her to refund Ellen’s money.

Your ideas or suggestions.One last comment that I am sure many of you are wondering and that is do I have any regrets about referring Ellen to Betty’s? NO! I would do it again and again. Part of what I do is bring the right people together. If I can refer any a good customer to any of my retailers, I will. This is just an unfortunate outcome. But I could be open for criticism here.

Just email me (rick@ricksegel.com) your picks and I will report back the scores and comments next week.

Signs Sell… Harnessing the Power of Your Silent Salespeople

As many of you are aware I am unbelievably passionate about signage and the effects that is has on retail sales. This weekend I finally finished all of the editing required for my newest book called Signs Sell, Harnessing the Power of your Silent Salespeople. Although I had another article that I was working on, I decided to share Chapter 3 from my book that will be available for sale on October 15. This book has over 100 pictures and graphics and it is in full color. Unfortunately, this article doesn’t have any of the pictures but this is the critical chapter of the book. Enjoy!

I’m often asked if there’s a set of rules or guidelines for creating the perfect sign. What are the essential elements a sign has to have to be effective? What criteria can be used to differentiate a good sign from a bad one?

In attempting to answer these questions, I’ve developed The I.S.E.E.E. Formula.

The I.S.E.E.E. Formula spells out the five functions a sign can have. To be successful, a sign must fulfill one of these functions. For the ultimate, you’ll want to have a sign that combines two, three, or even all five functions.

Additionally, you need a balance of signs within your store. So many times I hear retailers say, “But I have lots of signs in my store, and they’re not doing anything for me.” Yet when I look at their stores, all they have are sell signs. That’s only one of the five types — by forgoing the other four types, not only are these retailers selling themselves short, they’re depriving their customers of a great shopping experience.

What are the five functions and types of signs? Let’s take a look:

The I.S.E.E.E. Formula

For maximum effect, a retailer needs signs that:

Every one of these categories serves a specific purpose, and communicates a different type of message to the customer. Let’s look at each one individually:

I is for Inform

Signs can inform the public. They can identify sale merchandise, pinpoint new items, and provide direction to the bathroom. The majority of signs should be informational: spelling out product benefits and the difference between lookalike merchandise is one way to help customers; detailing store policies, hours of operation, and payment options is another.

S is for Sell

Sell signs are far and away the signs you’re most familiar with. If you have only a handful of signs in your store, I’d bet dollars to donuts that they’re sale signs.

These are the signs that act to make the sale on your behalf. They pique interest, capture the imagination, and persuade the customer to buy. This can be done by using sale words:

• New
• Exciting
• Must Have
• Hot
• Two for One
• Did You See This?
• You’ll Also Need…

E is for Educate

The best signs can educate the customer, telling them something about the merchandise you’re offering. You can highlight benefits this way — for example, an apparel retailer could explain that the way a given fabric is woven means that any clothes made out of that fabric would never wrinkle and would be easy to care for.

Another way to use this technique is to explain how a product can be used. This is done very well at stores like Home Depot and Lowe’s, where the customers may be familiar with a circular saw on the conceptual level but have less than no idea how to use one in real life. Basic information is very effective at reducing the intimidation factor an uncertain customer faces.

Additionally, educational signs can be very effective when it details how the products you’re offering were made. One of the best examples I’ve ever seen of this was at a glass blower’s shop. To enter this shop, you literally walked through the artists’ studios, where the artisans worked behind protective glass windows.

When you reached the shops, many of the items were signed with photos of the artists who made the piece — often the same individuals you’d seen at work while making your way to the shop. Each sign carried a story — a small piece might be the work of an apprentice, and carry a small price tag. Another, more sophisticated perhaps, carried a sign revealing it was the work of the same artist, with some more experience under their belt. Other signs talked about the techniques used to make a certain item. It was all very illuminating — and allowed the customer to feel like they ‘knew’ the artists and a little about how they created their work. This was integral in developing a relationship with the public — and driving the strong sales this glass blower enjoyed.

E is for Entertain

Retailing has changed fundamentally. Nobody needs to go shopping anymore — anything and everything in the world can be found online. Going into a store is now just as much about the experience as it is about actually purchasing an item: shoppers want to be entertained.

No longer is it enough for a retailer to have a clean, well-lit store and offer good merchandise at good prices. You have to do more. You have to offer an entertaining, engaging, fun time to your customers.

One way to offer that fun time is to make your customers laugh. Laughter is the great social lubricant: it breaks down barriers and makes people feel good. However, you can’t hire a full time comedian to stand in the store telling jokes, and clowns scare off small children — and their mothers! How can you get your customers laughing? That’s where signage comes in, offering a way to be entertaining. Consider these examples:

• If at first you don’t succeed, skydiving is not for you! (In a sporting goods store)
• No appointment necessary — we hear you coming! (A muffler shop)
• Push! Push! Push! (On the door at the obstetricians)
• We really know our stuff! (A taxidermy studio)
• Children left unattended with be given candy, a double shot of espresso, and a puppy. (At a small café)

As you can see, the best humorous signs are related in some way to the products and services the business offers. Change humorous signs often — half the fun is from customers coming in to see what you’re saying NOW.

E is for Emotionalize

OK, emotionalize is not a word — but it should be! When I say emotionalize, I really mean “Forge an emotional connection with the customer” – but that would change the formula to ISEEF, which just doesn’t work for me.

So, anyway, emotionalize — using signs to pull at the heartstrings and get customers to feel — hope, love, optimistic, hungry, nostalgic — whatever emotional response you need them to feel in order to buy your merchandise.

The easiest, most fool proof way to create an emotional connection with your customer is with a great picture, and the most emotionally powerful pictures are often of children and dogs. Whenever you can include one or the other in your signage, you should consider it.

Mind you, this does have to be appropriate — it’s a bit of a stretch to use small golden retrievers in your advertising if you sell plumbing fixtures, for example!

There you go: the I.S.E.E.E. formula, spelled out in detail. Use any one of these elements in your signage, and see your sales go up. When you really want to give a product a real boost — a 300 – 400% sales increase, combine the elements of the I.S.E.E.E. formula for a super powerhouse of a sign.

Just remember: I.S.E.E.E.: Inform – Sell – Educate – Entertain – Emotionalize.

Who CARES How Long You’ve Been in Business? What Can You Do for ME??

Enough is enough. Am I supposed to be impressed that a business has been around so long? Oh I know it is supposed to mean that it represents stability and trustworthiness. If a men’s store has been around a long time, does that mean I should do business with them? Does that mean they have the latest fashions and carry the newest and hippest looks? Or does that mean they carry the same old stuff they have been carrying for years?

I am as much to blame as anyone else. I would brag about being part of 58-year old family businesses. So what! No one cares about that stuff other than you and your mother. We aren’t selling memories; we are selling merchandise that has to be timely, up to date, fashionable, useful, and affordable (unless you are in the scrapbook or camera business).

Look at it this way — how much great advertising space would you waste by just talking about how long you have been in business? Sorry, it doesn’t sell merchandise. Lehman Brothers had been in business for a long time, the same with Merrill Lynch, and even many of the banks that had been pillars of the community are now all gone. It didn’t matter how long they had been in business.

This hit me over the weekend because I worked with NW Buyers, a wonderful group of dedicated retailers. They are a men’s apparel buying group located in Minneapolis. They had as members some of the finest stores and without any question some of the nicest and classiest people I have ever worked for, from the executive director to the newest of members. I loved working for them and look forward to a long relationship with them.

The 100 years in business scenario hit me when I was doing a website review program. It almost seems as if one retailer said how long they were in business and everybody copied it. That is except one amazing retailer’s site. Please understand that I have been reviewing websites for a long time. On The Retailer’s Advantage, we do regular website reviews and I even owned shares in a website evaluation service at one point. I say all of that because I don’t want you to think that I am easy to impress when it comes to reviewing websites. So when I give a compliment to a retailer and or a web developer, it is not as an occasional observer.

The site I am referring to at first glance doesn’t take your breath away and actually seems a little vanilla at first glance. The site is www.Muldoons.com. This store is located in Eau Clair, Wisconsin and is completely focused on the customer. I didn’t notice the subtleties at first but it eventually hit me. The navigation bar across the top focused solely on the customer’s needs. The navigation bar on the bottom of the site had the “about us” tab and the FAQ (Frequently Asked Questions) section. But even that section was far more extensive than most.

They didn’t spend time talking about the past but they focused on the customer. Maybe that was why when I evaluated them through www.websitegrader.com, they received the highest score I have ever seen and that includes sites from all of the web site developers I have ever evaluated. Actually, their website development company www.uniteu.com is a leader in developing retail sites. (I really want to interview them for The Retailer’s Advantage — they have developed some great retailer’s sites.) Their score was 94% while Muldoon’s came in at a whopping 96.3%.

There is one other item on the site that is worth mentioning… on every page of the site, they maintain a listing of all of the vendors they carry. We have talked about this issue before and it does go against my basic retail beliefs. I think that we should promote our name first, not the brands that we carry. However, when it comes to the web, those brands are pure gold.

There is a lot we can learn from this make it work approach. No one will ever accuse this site for being pretty, but it is definitely effective and they are selling merchandise across the country. It all comes down to the title of this article — I don’t care how long you’ve been in business, but what can you do for me?

The Power of “ing” …Introducing The Retailer’s Advantage 2.0

How do you build a building? One brick at a time. But how do you build a business? You start by thinking about a business idea, talking about your business idea, researching your business idea, reading about your business, experimenting with your ideas, rejecting some preconceived thoughts, accepting new concepts or models, observing, and listening. We have to listen to the world around us — from family to friends to the consultants, teachers and our own gut instincts. Throughout the process we are constantly listening and learning.

The key to business success is Constant and Never-Ending Learning but the world is changing faster than ever before. We cannot run a business today the way we did just a few short years ago. Think of the new business models that have emerged that are making college students into mega–millionaires and think about all the new words and expressions that have changed our vocabularies in just this decade. Words such as: social media, blogging, page rank, affiliate programs, Google, AdSense, pay-per-click, YouTube, Twitter, Facebook, and online just about anything. Google is so powerful it can be used as a noun, verb, or adjective.

Now, let me explain about the “ing” and why it has a special meaning. Here is a little known secret that I had to learn when I wrote my first Dummies book:

Use words ending with “ing.”

Why? Because they are action words and action words make things happen. Yes, all 2000+ Dummies books all use the same formula. Chapter titles, sections within the book, and the Parts of 10 (aka Top 10 Lists of Do’s and Don’ts) all must include words ending in “ing.”

To succeed we must take action and become proactive. The days of opening up a store and just waiting for people to walk through your front door are over. We also need a method to keep up with this ever changing world and the trends of the day. We must be aware of what is hot and what is not. We used to be able to do that at trade shows or various conferences but the recession has killed that steady stream of fresh new ideas. Budgets have been cut for retailer’s education across the board.

So what’s the next best way? Ask your customers. They shop, they know what’s happening. Plus it’s the best source for new ideas — and it’s cheap. That is exactly what I did for The Retailer’s Advantage. A year ago I started The Retailer’s Advantage, a dynamic online learning solution. The feedback was great and my commitment to this type of retail education grew — both in my time commitment and financial resources. Then I spoke in Minneapolis in March, and I listened to a husband and wife team of gift and floral retailers from Iowa who crystallized my challenge at The Retailer’s Advantage. They said the information was great, but they couldn’t find it much of the time. After all there are more than 1000 pages on this site!

As I mentioned earlier, you build a building one brick at a time. Well, I built The Retailer’s Advantage Version 2.0 one brick at a time. You see, the name of the gift store that articulated the comments is called Brick’s of Iowa. Ever since the day I heard their feedback, I have dedicated the majority of my waking hours to working with web professionals and my customers to develop what I am about to reveal for the first time to anyone.

Version 2.0 of The Retailer’s Advantage
is now ready for your review!

So what’s changed?

The Retailer’s Advantage has 7 major components that are either brand-new or greatly improved.

Here they are:

1.) Retail Stock Reporter: An up-to-the minute Retail Stock Reporter that just specializes in the leading specialty retail stocks, the Retail ETF (Exchange Traded Funds). This fund only buys specialty retail public company. In essence this fund becomes a great barometer or index of specialty retailing. You will be able to recognize how the major specialty store chains are doing and it is a very good barometer of how retail business is. Within this section are also the current prices of gold and silver. (That was requested by the jewelers, but it’s something we can all profit from.)

2.) Retail News and Trend Report: This section has a 24/7 feed from the major media sources that select articles from around the world about retail issues only. Just a daily glance at these headlines will help to keep you in touch with what’s happening in the world of retailing.

3.) Respected Contributors: This section is comprised of all of the consultants, trainers, teachers, retailers and vendors who have given workshops, been interviewed, or written articles for The Retailer’s Advantage. Each individual will have a section for you to learn more about them and explore other ways to utilize their talents for your business.

4.) The Events Section has all of the planned events for the next three months to help you plan according. We are committed to offering 52 new event programs a year, one every Wednesday night. These programs will include workshops, website visual merchandising reviews, interviews with the movers and shakers that effect retailing today, and our most popular event — website reviews of member’s sites.

5.) Retail Tool Section is a collection of retail and business tools, short cuts, and exercises that will make you a better retailer. There are currently 25 different tools. However, by October 15th, there will be more than 50 different tools available to use. These range from inventory control methods, to advertising and marketing planning tools, and just about everything in between. Many people join The Retailer’s Advantage just for this section alone.

6.) The Retail Reference Library is becoming the source for the best articles about the hottest topics in retailing today. Our editors have a mandate to find the best information packed articles from some of the best names in retailing to create a new standard of retail information collections. The best part is we consulted with library science professionals to create a simple easy system to find what you are looking for every time.

7.) The Levels of Membership: This is the biggest change in The Retailer’s Advantage — the introduction of Three-Tiered Pricing.

One of the comments we heard over and over again was that some of our members would only use one section or service but not the other. We have a very large group of members who just use The Retailer’s Advantage for our award winning event schedule. To address that issue, we created the Silver Membership Level that is only $29.95 per month that gives you 52 live event programs a year.

We also have members who were once members of my Coaching Program that ended two years ago. Many of them keep asking me to continue with that program, but unfortunately I can’t because of the massive time commitment on my part. However, because the calls and emails continued for this type of service, we are introducing our Platinum Membership Level that offers 1 one-on-one coaching session per month plus enrollment in a mastermind group of between 6 and 10 stores that will meet monthly online, plus many other services. We believe this is going to be a great program and the perfect and affordable education solution. The price for this service is $149.95 per month.

Our Gold Membership Level is the continuation of the current program and it is priced at $49.95. At the bottom of this page, we have a chart that explains the various levels.

We have dedicated ourselves to the word Simplicity. This site is logical! You’ll know where to go to find what you want. It was as if Mr. Spock from Star Trek designed it in the most logical of ways. But we are always open for ideas and suggestions. Let us know what you think about the new Retailer’s Advantage website! We have also left certain portions of the site open to the public. Please understand we have no contracts to sign or long term commitments. That’s just the way we do business.

So, please check out our labor of love and my commitment to making a difference in the lives of the independent retailer. As you review our pages and programs, understand that this site is and will always remain a work in progress. We have no "finish lin" and we’ll always be constantly seeking the best material from around the world. I hope you will consider joining the site to continue learning, researching, reading, experimenting, and thinking about ways to improve your business. Thank you for reading this and being part of the world I serve. Click here to see The Retailer’s Advantage 2.0.

Membership Levels:	Silver $2995	Gold $4995	Platinum $14995
Access to our complete program of live events — which includes webinars, teleseminars, workshops, retail roundtable discussions, and conversations with the movers and shakers in retailing!
Full access to the entire Retailer’s Advantage membership site, including more than 50 helpful Retail Tools — such as the Misery Meter, Retail Sign Manifesto, Customer Service Evaluation System, the Differentiator Survey, and others — specifically created to help you improve your retail performance!
Complete use of our extensive Retail Reference Library, which includes archived webinars, teleseminars, workshops, interviews with prominent retail experts… plus hundreds of articles & resources about advertising, marketing, customer service & experiences, financial issues, accounting, human resources & management, merchandising, buying, online marketing & social media, promotions, selling, store operations, technology, visual merchandising, and more!
Monthly 1-hour One-on-One Coaching Session with Rick Segel
Monthly Mastermind Group with 6 – 10 store owners, facilitated by Rick Segel

Retail Lessons from an Unexpected Source

We all know the rule — NEVER mix politics and business. That is one lesson that we all need to practice. It’s just too dangerous because it is the fast track to alienating someone and losing a customer. Having said that, it’s important to understand that just about every successful retailer I know is involved in their community in some capacity or another. We give community service awards in most of the retail awards programs with which I am involved. We respect people and businesses that care about us, that care about our communities, our families, our causes, and those issues that matter to our world.

Caring about our communities and a strong sense of community are the two essential elements to the revival of a town and/ or a downtown. It’s not politics; it’s the right thing to do. Unfortunately, there are times that we can get dangerously close to crossing into political issues or political camps.

This might be one of those times for me, but please this is NOT intended to be a political in any way. But it is hard to say that in an article with the name Kennedy in it.

With that preface I have to share a little known secret about myself. The very first job I ever had was as a volunteer working in the 1962 on the Ted Kennedy campaign for US Senator from the state of Massachusetts. I was 14 years old and my job was to operate the signature machine. I had to put a full ink cartridge into a special mechanical fountain pen, put an 8×10 glossy picture of Ted Kennedy in the machine, hit the start button, and the machine produced autographed pictures of the late Senator. I worked there for the months of July and August of 1962. It was the one and only time I ever worked in a political campaign.

Politics really wasn’t my passion but the reason why I did get involved was because of the mood of the country and spirit that President Kennedy brought into the White House. I’m sure I don’t have to remind you of Jack Kennedy’s famous quote “Ask Not What Your Country Do for You Ask… “It was the time of the Peace Corp, VISTA (Volunteers In Service To America), and just about every household in the Boston area had a picture (framed or unframed) hanging somewhere in the house of Jack Kennedy. So to be able to work on a Kennedy campaign was a really a big deal.

What I didn’t consider was the effect that time in the 60’s and that summer of 1962 would have on my life and how it molded me into what I am and have become today. Actually the column you are reading right now is as a result of the inspiration and the importance of community service that was indoctrinated into me during that time period. You are my community and the community I serve now.

I know there are people who might not be Kennedy supporters and that’s OK but we all have to marvel in a man who could have opted for the easy life. Golf, sailing, travel or whatever he chose. He had the money to do it but instead he decided to work 50 plus hours a week and take on causes that few people even cared about and did it for 46 years into his mid 70’s. Dedication, a quality of successful retailers.

He overcame every kind of obstacle, from 3 brothers being killed, to his children having cancer, a giant public embarrassment, and a failed run for president. That’s enough to make any person want to through in the towel but he didn’t. (Yes I know I missed some things but I thought that was more than enough to make my point.) Ted Kennedy was not a quitter. Another quality of great retailers.

Although after this weekend in Boston, more people are aware of the accomplishments and the many obstacles Ted Kennedy overcame but it’s his amazing congressional record that will be remembered the most. He achieved it by understanding people, by standing up for what he believed but being willing to compromise on a battle to win the war, by disagreeing without being disagreeable, and understanding the importance of fun and light-hearted behavior to cope with events as the great social lubricant and the power of influence it possesses. Seems to me Ted would be one heck of a retailer.

Ted Kennedy knew that it was the little things that made him more likeable and lovable as clearly demonstrated at the funeral activities of this past weekend, such as remembering cards to send , calls to make, and people to thank. Kennedy understood the two words that are the basis for any solid relationship. Acknowledging people for what they say or do and appreciating the things people do for you. That was why at 1:30 AM on Friday morning, grown men and women were waiting outside the Kennedy Library to walk past a flag-draped casket. Although they were perfect strangers to Ted Kennedy, they cried and wept because he was a politician who had affected their lives or their way of thinking. How many stores can you think of or retailers you recall that can have an emotional effect on us and are part of our thinking and way of life? I can think of a few that did that for me. Today that is called emotionalizing the customer experience.

Ted Kennedy didn’t get involved with causes because they were popular, trendy, cool, or things that he could profit from. He got involved because according to him, they were right and just. Community service is a great marketing strategy to build a business BUT don’t do it for that reason because it will never work that way. Do it because you believe it, are passionate about it, and have that fire in your gut to get it done. If you search for the pot of gold you will never find one but if you admire and seek to find the beautiful rainbows of life you just might stumble on your pot of gold.

Ted Kennedy’s pot of gold was making a difference and the abundant life for all. No, I am not a Democrat or a Republican, just a registered independent for 40 years and I don’t believe I could classify myself as a true liberal anymore either. BUT my writings and The Retailer’s Advantage are squarely in line with the late senior senator from Massachusetts, Edward Moore Kennedy, of making a difference and the abundant life for all of the retailers whose path I should cross. Thanks, Ted, for making a difference and making a difference in me.