My Business Tips by
Tim Shaw www.timshaw.com.au May 2007
Customers vote with their wallets.
Thank you to the readers who responded to my story
last month on credit card surcharges at national supermarket
branded petrol stations. They have voted with their wallets
and do not purchase petrol from these sites anymore either.
One reader even sent me the correspondence from the supermarket
petrol division acknowledging that it was disappointing that
some franchisees were charging the surcharge.
Many of you will note that the 4 CPL discount has now become
6 CPL in some stations. Let’s all face it though, say
50 litres times 6 cents is a whopping saving of $3. It’s
hardly worth it is it?
Customers are becoming acutely aware of how quickly their
money flies from their wallets these days. So called OPEC
petrol pricing determines our bowser price weekly. That is
absolute BS. The oil companies here are deemed by consumers
to be really ripping off the customer. They just do not seem
to give back. Media reports tell us that drought will now
cause our veggies to skyrocket at the supermarket, It’s
time we popped up to Bunning’s garden section and planted
the old veggie garden again that was the staple of Aussie
backyards in the 1950’s. Consumers are just not getting
real value on purchase anymore, but some really smart retailers
are adding real value to loyalty purchasing and referral business.
If you don’t ask for a discount, you won’t get
one. Smart retailers factor in at least 5% of their sales
price as a flexibility for their staff to play with especially
if you are paying cash. Just ask the good guys – great
marketing and a unique purchase difference in the competitive
whit and grey goods market. We also see this value emerging
with loyalty liquor marketing from the independent retailers
not yet consumed by the multinationals. Buy a case of wine
and you will be bonused with a low case price and sometimes
with a magnum of wine as well for free. If it’s not
offered, then ask for it!
Retailers want to reward customers for support and loyalty,
but the customer may need to remind them of who they are and
how often they have been buying from this location. A smart
idea for retailers is a ‘customer of the month’
promotion, like many retailers use the staff member of the
month picture. Customer of the month can acknowledge loyalty,
referral business and as a reward to the customer, a cash
discount on their purchases for bringing in more customers.
Empower customers today and retailers will be surprised how
much business can come their way, just for saying thank you
to the wallets of existing and loyal customers.
Happy Selling 2007
Tim Shaw appears as the sales and marketing expert on
My Business - Channel 7 from
10am with David Koch, Sunday mornings commencing
late 2007. He can diagnose sales and marketing opportunities
available for your business today. Tim is available as a keynote
speaker for your next sales meeting or conference. Visit
or contact Tim directly at firstname.lastname@example.org