It’s interesting to see the latest Woolworths / Safeway supermarket campaign here in Australia. While there is a pitch about price, it’s really a feel good campaign about great service. Lots of smiling.
It’s a great TV commercial. Breezy, upbeat. It sets high expectations which, if not met each time you visit one of their stores, invite harsh criticism.
I don’t think people choose a supermarket based on a TV commercial focusing on great customer service or smiling. Those features are best demonstrated in store as that’s where I’ll lock the experience away to encourage the repeat visits. If you have to advertise that you do what should be basic retailing service then something’s wrong.
Small businesses would do well to take this TV campaign as a reminder to focus on exceptional service. It’s true that exceptional service and a great shopping environment allows you flexibility on pricing.