Each day, as customers, we experience brands. Recently, my husband and I ate at a Subway restaurant. My husband ordered the “Sandwich of the Day”—an Italian sub. The employee responsible for making said sandwich asked him, “What meat do you want on your sub?” To which my husband replied, “I want the Italian sub.” She looked at him and said, “You need to tell me what meat to put on it.” Whaaat?
Now, obviously, a homeowner making a floor covering purchase is not the same as someone ordering a sandwich. But providing an outstanding customer experience represents a significant opportunity for you to differentiate your store (a.k.a. brand) from the large box retailers and online competitors. Plus, with the continued socialization of media, a homeowner receiving a great experience can segue into a third party advocating online on your behalf and solidly recommend your store to family and friends.