Turning a Loss Leader into a Repeat Customer
by Paula Lovell on October 14, 2010 | 5 comments
in Advertising, Email Marketing, Organizational Behavior
Hint: Don’t Gripe to the Customer About the Discount You Offer
I am a big fan of Groupons, the email coupon offers delivered to my inbox every day. I’ve purchased several over the last year and have visited a few new restaurants, shops and spas as a result.
While I have had a few great experiences, I’ve also been absolutely mystified by some of the businesses I’ve visited to redeem a Groupon I’ve purchased.
More than half the time, when I present the Groupon, the salesperson (and even the business owner!) rolls her eyes and starts complaining about the Groupon. I can’t believe that, instead of asking me if it’s my first visit to the store or just engaging in a friendly conversation with a customer, they whine to me about how much money they are losing on Groupons and how they can’t wait till the expiration date rolls around. It’s very awkward.
Somehow, I’m made to feel like I’m taking advantage of someone. Never mind the fact that I paid good money for the Groupon; never mind that the business entered into the coupon arrangement with full knowledge of the discount they were offering, I’ve gotten to where I’ve started to apologize for buying anything with it.
Instead of thanking me for shopping with them and trying to establish a relationship, it’s clear they can’t wait to get me out the door. It strikes me as such a loss. They’ve essentially “paid” to get me in there, and now they appear to resent the fact that I had the nerve to actually use the discount they offered.
I think Groupons are a great way for a business to promote its products and services for a relatively low marketing investment. Unless the proprietor is completely incompetent at pricing, businesses have to be making at least a small profit. And, even if they aren’t, they can use this successful bit of advertising to engage with the customer and let them know more about the services or products available.
Ask for my email addresses. Invite me back for a future sale. And how about this one: Say thank you for my purchase instead of huffing and sighing at the cash register.
I can name at least eight businesses where I will never again darken the door because of the way I was treated when using a Groupon. Did nobody ever teach these people anything about marketing – or customer service? A happy customer is a loyal and frequent customer. An unsatisfied customer tells ten people. Or, in my case, maybe a lot more.
Are you having this same experience with these Groupons?
Yet another great topic! Sometimes yes, other times no. My husband and I rarely tried new places without a great recommendation, but groupons have changed that; we now venture away from our routine thanks to my groupon addiction. I do tell the server or store at the beginning of the encounter that I have a groupon to use. If they are going to be resentful because of it, then my tip or purchase beyond the groupon amount will match their service (or lack thereof). Regardless of being nasty or fabulous, I thank them for participating in groupons & let them know I most likely wouldn’t be there without one. Thank you!
I buy a lot of national deal Groupons. I think the ones that are most successful are the ones that set up Groupon FAQs on their websites and appear to embrace the opportunity. Websites that put a lot of stipulations on the Groupon (like the Soap.com deal that is hot right now), are a big turn-off to me.
Thanks for your input, Sherri and Jessica.
I bought a groupon deal for (2)45 minute ballroom dancing lessons. It turned out to be a 20 minute lesson with a 25 minute sales pitch! We literally had to end the lesson so we can sit in an office and talk to someone about purchasing an expensive package! Bad use of groupon
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