Daily Deals Yield More Yelp Reviews
Studies show that people who seek daily deals are more often to share their experience than not. With this in mind, it’s important to treat each customer the same so an invest- ment in a daily deal doesn’t go to waste. Although a customer complaint doesn’t always mean there was a reason to fault the shop, knowing how to handle customer complaints (and taking note of positive comments) through social media is important. Here are some examples of both com- plaints and compliments found on Yelp for various 12-volt retailers across the country. Te names of shops and reviewers have been removed for the sake of anonymity. • “I am disgusted with my experi- ence at this store. I purchased a remote starter kit from Groupon for what looked like a good deal. When I got to the store I was told it would require an additional part to install, costing another $100. Te response I was given was, ‘You should have read the fine print.’ OUCH. Way to salt the wound.”
• “Worst customer service ever. Words can’t describe how horrible I was treated here. Find somewhere else to do business because once you give them your money you will regret it.”
• “Very professional, very fast and the shop was very clean. Te tech- nician who worked on my car was very helpful and answered all my technical questions. Definitely going back. Highly recommend!!!”
• “What a joke, I gave them six hours to hook up one speaker for $300 and they couldn’t get the job done nor could they be honest or provide good customer service and update me of the situation.”
• “I consider myself a picky consumer. Te service and product I received exceeded my expectations. Te install job is so clean I can’t tell it actually happened.”
16 Mobile Electronics May 2014
» When custom- ers visit the store to redeem their online deal, they are handed a ser- vice catalogue that showcases the list of products and services currently available, which in turn produces more sales.
more likely to use the deal sites, making daily deals a valuable marketing channel if a business can capitalize on each visit. “What I learned from the last three years of doing Groupon is that a lot of us stereotype that kind of customer, saying that they’re cheap, they don’t know any- thing and just want a deal, but I think they’re just uneducated,” said Schwartz. “I’ve seen a lot of customers come in that don’t even know what a remote start is. They are expecting something else but realize they can get a lot of things like Bluetooth, and shops can install it for them.”
Earning Loyalty Trough Basic Strategy Like most retail trends, getting a cus- tomer to buy more and become loyal
comes down to the value they find in the deals offered and how they are treated. “To boost sales, we sometimes include a deal where if you get your windows tinted, you get a car wash, or if you get a car wash, you get a detail added on with it,” Callahan said. “Sometimes the customer will say they saw our Groupon and mention it, then we’ll give them the service at that price without them having to buy the Groupon. We’ll offer it to walk- ins as well.” This method has boosted sales not only for the products featured, but for other products and services as well, Callahan emphasized. When customers visit the store, they are greeted by a salesperson who addresses their deal request and hands them a service catalogue dis- playing all of the products and services
» (From left) Michael Callahan, assistant store manager/installer and Nick Martinez, store manager, bench-prep remote starters at the height of the 2013 winter season.
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