Lisa Casinger

A matter of perception
June 7, 2007

We’re going through a purchasing process at my house and I can’t help but have my work hat on as we’re doing this. We’re having an above-ground pool installed and while it’s nothing like buying a car or house, it is more than an average every day purchase.

Since this is my first experience in a pool/spa type of retailer I can only assume these types of stores aren’t big on merchandising, after all, there’s only so much you can do with the product right?

Our sales person was incredibly friendly and seemed knowledgeable. That’s always a plus when you’re buying something you know little or nothing about. He didn’t pressure us to buy more than what we needed or to “upgrade” us to the top model he just told us the pros and cons of each.

Up to that point I felt good and had a positive perception of the store. After the purchase our next step was to pick up the boxes and soon they will come to install it. This weekend I called the store to let them know we were coming. Here’s where things went downhill.

I called the number on the business card. It kept ringing and ringing and then the automated response from Sprint came on and said for 95 cents I could leave a message. Really? For a store? I thought I had the wrong number so I dialed it again, twice, and got the same message.

My husband said since it was Sunday maybe the store wasn’t open yet, it was a little before noon. OK, maybe but why didn’t they have a voice mail message that said something like, ‘Thank you for calling XYZ store. Our hours are noon-6 p.m. Please leave a message and we’ll get back to you as soon as possible.”

Next we went to the store and drove around back to the loading area to pick up our boxes. When’s the last time you looked at the back of your store? This lot was filled with cast off pallets, weeds and it had a generally unkempt look.

Though we still have to go through the installation process (which could raise other issues) for the most part I’m a satisfied customer but I can’t help wondering would I have been as satisfied if my first impression of the retailer was based on my phone call or seeing the backside of the store? What if I’d lucked out and gotten a sales person who wasn’t personable and helpful?

Shoppers’ perceptions are very influential. When’s the last time you called your store? Do you have one of those dreaded automated, hard-to-navigate phone systems? Do you have anything at all or does the phone just ring if nobody’s there? How’s your exterior appearance? Is there trash in the lot? Is your sign faded? Is you back lot a mess?

Just a little food for thought.

Posted by Lisa Casinger on June 7, 2007 | Comments (1)