In this episode of the Retail Success Series, we’re talking about creating “wow moments” that leave a lasting impression on your customers. Whether you’re running an online store or a brick-and-mortar business, it’s often the little things that customers remember and rave about. Let’s explore some easy, cost-effective ways to stand out from your competition and bring joy to your shoppers.
Small Surprises That Delight
One of the best examples of a small touch with a big impact comes from Adore Beauty, an Australian retailer known for including a Tim Tam in every order. This thoughtful extra has become iconic and eagerly anticipated by customers. Drawing inspiration from this, Nicole shares ideas like including individually wrapped treats—shortbread from Charlie’s Cookies, Mentos, or Chupa Chups—in packages or shopping bags. These affordable yet delightful surprises leave customers with a smile and a reason to remember your business.
Personalised Touches That Build Connection
Beyond edible treats, consider adding a personal touch with handwritten or pre-printed thank-you notes. Businesses like Bird’s Nest have mastered this by simplifying their process while retaining authenticity. A small, thoughtful message can go a long way in building relationships with your customers and encouraging them to return.
Samples and Value-Adds
Including product samples in orders is another excellent way to wow your customers while showcasing items they may want to try. Partner with suppliers to source samples that align with your brand and appeal to your audience. These small bonuses not only delight customers but also create opportunities for future purchases.
Why It Matters
The final touchpoint in a customer’s shopping experience is your chance to leave a positive impression. By putting extra thought into small surprises or personal touches, you can create memorable moments that inspire loyalty, word-of-mouth referrals, and repeat business. Simple, unexpected extras are an affordable and effective way to make your business stand out.
FULL TRANSCRIPT:
People often say in relationships, it's the little things that make all the difference, and your relationship with your customer is no different. So in today's episode, I'll share ideas on a few of the little things you can do to wow your customers, both online and in your store. Hi, I'm Nicole Keleher, and welcome to the Retail Success Series, the podcast for retail owners who want to build businesses they truly love.
I'm excited to share what I've learned with both in-store and e-commerce owners like you, helping you create a business that's fulfilling both financially and personally. So get comfy, grab your favourite drink, and get ready to be inspired as we dive into the world of retail success. Hello friends, today I wanted to take some time to talk about wow factor, what you can do to stand out that little bit more from your competitor.
The wow factors don't have to be complicated. In fact, the simpler they are, probably the better they are. A great example to start with is Adore Beauty, and I don't know if you've bought from them, the Australian company adorebeauty.com.au. I've got to know them quite well through the lockdown, I must say, but in every parcel, they give a Tim Tam.
And if you look on their socials and you look at their reviews, you will see how many people are making reference to the Tim Tam and how they look forward to that in every order that they get. Such a small thing, but it's become quite iconic to them to have that Tim Tam in there. And the customers, as I say, get quite excited about it.
So I thought I'd share a few ideas of some sort of sweet treats that you could include. And we've got a few other non-sweet ideas as well for you. But a few ideas that I've looked into, and we've used ourselves in the past in our store, that you could use in either your online orders, or even just slipping into the bag at the store, or you could give them out to people who are wandering around your store.
So one of our favourite things, because we were Christmas decor, was Charlie's Cookies used to come out, well still every year, come out with a range of gingerbread biscuits. They also have just individually wrapped shortbread biscuits. So being shortbread, we thought it was perfect for us.
Individually wrapped, you'll see every one of these items, as I suggest, is an individually wrapped item to obviously go in a bag. What we also liked about the idea of the shortbread was it was not weather dependent. So being Australia, sending out most of our parcels in the summer.
And of course, if you're busy Christmas time, which a lot of retailers are, you need to think about the weather as well. I'm not sure how the Tim Tams always survive the doors, but they do. I must say, I haven't had a problem with the melting, but I just think it's safe option.
So to give you an idea, Charlie's Cookies, they're a Melbourne based company, they will send anywhere in Australia. They're 25 cents each for an individually wrapped shortbread biscuit. Then I was looking at other ideas that you could use.
And one of the thoughts was individually wrapped Mentos. So these come in big bags from Officeworks. They only work out at seven cents each.
So you could include one, you could include a couple of those in with your orders. Another one we used to do was Costco would have at Christmas time, giant tubs of Chupa Chups, and we would get the Christmas themed ones, but you could just get everyday ones as well. I think from memory, I couldn't see them on their website today, but I think from memory, they're around 10 to 15 cents each.
So a really good price point to be able to include for the people visiting the store or for our online orders. Then we would, if we didn't have anything we were buying in bulk, then we would often look at the individually wrapped chocolates that you get at the supermarket. So the Freddos, Mars, whatever.
Some of them were just a little bit cheaper each than others. We would always buy them when they were half price, when the packs were half price, very common to get that at Woolworths and Coles. Of course, if you're buying a bit, you can also get free delivery.
So that means it makes it super easy to have them delivered to your store. Around 18 to 25 cents each, depending on the item to go down that route. And another one that we used, which we thought was great, again, not weather dependent, was the Biscoff biscuits.
They are also individually wrapped and I just looked them up. They work out at 15 cents each in a 300 piece bulk pack from Officeworks. So that's another great option for you.
So all of these items, as I mentioned, can be given out in store or they can be used online as well. Now, as I say, they don't all have to be sweet treats. This is sort of just a very easy option to put in with your orders.
Another one is a personalised note with orders. If you can't personalise the note, like, you know, where you just write, you know, dear so and so, thanks so much for your order. Have a great Christmas and then sign off with the person.
As orders get busier, as you get busier, you might just have a pre-printed card and to just personalise the top and the bottom. So who it's to and who it's from. And I found that Bird's Nest had changed their little card to that method when I ordered from them recently, when they used to write a full thank you card.
And it was still had the same impact for me. And again, if that's too much, then you can just have a pre-printed thank you card that goes out with every order. This can also go in your bags online as well as in store.
Samples are another option if you can get these from suppliers. So makeup companies will often have samples, Mecca again, may have bought too much from them as well. They will include samples with orders, I think over a certain value, but often you'll get a sample or two in your order.
The little bonus that you include in the parcel or in the bag is the last touch point with your business after the customers made their purchase. And by giving a little thought to what this is and surprising them with something they didn't expect, you leave them with a final positive impression of your company. So if you've been looking for some ideas of what you can do for your customers to just give them that little extra bit of love and hopefully get them to rave about you and obviously come back to you when they're needing to make another purchase, then these ideas might be something you can implement in your business.
That's it for me today. Hope you've enjoyed. Have a sensational day and see you soon.
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