Disclosure: This post is sponsored by the US Highbush Blueberry Council.
Sometimes, I close my eyes and think about summer. Wait, it is summer! I am just a tad bit obsessed with Frozen and cute little Olaf. What does Olaf, blueberries, and summer have to do with engaging customers? Well, a lot actually!
Let’s take a moment and talk about customer engagement. Customer engagement is an emotional attachment to a brand. It’s an experience, an unforgettable one that brings customers back for more, resulting in customer loyalty. According to a CEI (Customer Experiece Impact) Survey, 86% of buyers will pay more for a better customer experience. A better experience can equal more profits. For a dietitian working for a retailer, this concept may be foreign to you. After all, we are supposed to help people. No one taught us about customer engagement, loyalty, or profits. Good news is that more training and resources, like the US Highbush Blueberry Council’s Retail Dietitian Toolkit, are available to help dietitians be successful in the retail world. Retailers can make a BIG impact on the bottom line with dietitians, but it all starts with customer engagement.
How do dietitians do ENGAGE customers in a retail setting?
1. Be visual.
Customers are visual. Instagram boasted 300 million users just in December of 2014. Pinterest has around 72.8 million users. People gravitate toward things that are visually pleasing. What you present to customers should be very eye catching, whether in a demo, class or in a media segment.
2. Give customers something to do.
Be proactive. Stop waiting for them to come to you. ENGAGE them! Give mom and dad a drink while the kids stop by and take a selfie with some fun props.
3. WOW customers with fun and memorable events, demos, and classes.
Healthy eating doesn’t need to be boring. Make it fun, colorful, and lively. For example, instead of laying these Blueberry Sparklers on a boring white plate, I filled a plastic beach bucket up with brown sugar. It goes with the summer theme beautifully. You can also use popular kid themes to draw kids in. We were inspired by Olaf and his song about summer for this display and photo booth.
4. Make it photo worthy & delicious!
Food is eaten with the eyes first. Make sure to label your food and serve it in an appealing way. I love using tiny clear cups for demos or cooking classes. They make a great presentation. A dietitian should give the customer healthy eating solutions that taste great!
5. Give them something to take with them.
Give them a coupon, recipe, and and a shopping list. Oh wait, don’t forget the free sample!
How do you engage with customers? Tell me your best tips!