She opened their packaging and found the pants she’d ordered were already on hangars. What did she say?
Wow. They’re on hangars.
Great first impression. First impressions remain important. She said Wow. They’re on hangars before she even looked at the pants.
How much did those hangars and this first WOW impression cost? A nickel? A dime?
What’s the ROI of this WOW moment?
1. Word-of-mouth. Wow’s said by hundreds, thousands, of their customers. X percent will mention that to their friends and family. In my wife’s case, the pants didn’t fit. (They looked great, she looked great. Whatever. Don’t get me going. ) She’s returning them. This time she'll say I love how they hang their pants on hangars.
2. Customer Loyalty. I guarantee if these pants had not arrived packaged and hung with care that she would A. return them for another pair; B. shop again. Instead, she would have returned them for a refund. Trust me, she would get a refund, not a credit.
3. More word-of-mouth. I’m telling you this story.Competition in women’s apparel has to be tough. The pants my wife bought could have been bought anywhere. And she ended up returning them.
But she’ll send them back and try another pair. And she'll remember this pleasant experience the next time she considers Cabela's.
Is it JUST the hangar? Not by itself, no. A hangar can’t hide bad clothing, poor delivery, missing service.
But, it does make their customer smile a little bit as they first admire that the pants came on a hangar. First impressions remain important.
And that’s what you want. You want some thing, some way, to make your product shine a little bit more in your crowded market, make the customer smile a little bit more and say...wow, look what they did! to everyone around them.
And a hangar only costs...a nickel.
Generating word-of-mouth isn’t about great big campaigns. It’s the little things that add up to a ‘wow’. We can’t keep our mouths shut when we’re wowed.
* Disclaimer: I said Wow. They’re on hangars, too!
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