In a sudden “wine emergency” last night, I leapt from my office chair, grabbed my coat, and slipped on some loafers (none of which matched my sweat pants and tee shirt). In Connecticut, liquor stores close at 8:00 pm (though some stay open until 9).
As I sped out of my driveway, the clock in my car said 7:53.
If I take a left at the end of my road, I can make it to my favorite store where I’ve been going for ten years and where I’ve spent a minor fortune (probably financing the owner’s vacation home somewhere). If I take a right, I can make it to a store on the other side of town that actually does stay open until 9:00.
Almost by habit, I take a left.
As I screeched into the parking lot, I was pleased to see that it was still 7:58. But before I made it to the front of the store, I noticed my man Ryan turning off the lights and locking the front door. I hit the horn.
As I ran up to the locked door, Ryan was walking down the aisle away from me. I pounded on the door. He didn’t turn around.
To be fair, if he had known it was me he would have let me in. But that’s not the point.
Angered, I got back in my car and drove all the way across town to the one place that stays open later.
As I was driving home, I thought how stupid I had been for not just going to that “other store” in the first place. From now on, I probably will.
From the Appreciation Marketing standpoint, you must realize that even the tiniest inconvenience to your customers might result in them going elsewhere. Remember, they ALWAYS have the choice to go elsewhere.