Separate Cashier's Desk for VIP as Loyalty Tool in Retail
There is no doubt that separate cashier's desk for VIP clients works as loyalty tools... but whom for? Only for VIP... at the same time it's on more irritant for all other customers...
What's the compromise? How can we offer best service for VIP clients, gathering big baskets with premium goods, using separate cashier's desk while not disturbing all other clients?
Thanks in advance :)
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Malcolm Wicks
Waitrose solves the problem
Waitrose are a high quality UK supermarket and they have a separate till for important customers. The important customers are the ones who have a Waitrose credit card and use a handheld device to scan for themselves what they buy. Typically the users of these devices have a bigger than average basket size.
Other shoppers don't complain because after all these people have gone to the trouble of scanning and packing goods for themselves. Seems like an excellent win win to me.
SMB
Dear Malcolm, thanks a
Dear Malcolm, thanks a lot.
By the way, lets consider another situation when we've got about 150'000 customer (a month) and about half of them have cobranded credit cards, and as VIP we can mark out only about 5% of card holders (about 3'750) while the supermarket has no money (no longing) for installation readout equipment on all baskets.
As for cashier's desk can we somehow make couple wich will work for VIP customers at any time but all other customers could use them meanwhile there are no VIP in the supermarket, but as soon as VIP appears this cahiser's desk comes "VIP only". What for? Just for the reason we cannot permit the situation when our cashier's desk with the lady at cash register will stay for lack of VIP clients.
Thank you.
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