Do you wish your clients to come to your store frequently? Do you doubt whether your customers are truly satisfied when they purchase your merchandise? Is your business market crafted around your products and its features? Does it feel impossible to not have enough profit in your line of work?
If you answered ‘No’ to any of the above questions, you’ve come to the right place. Stop holding back, and get your thinking hats on.
To begin with, consider your customers hiring a product for a job. Here, ‘hiring‘ means purchasing your products, while a ‘job‘ can be any purpose that a customer cares to use the product as. If your product satisfies the customer with the job accomplished, they’ll come back to hire another product for either the same or different job. All you need to do is figure out what jobs your customers have so that your products can be purchased for the job fulfilment.
We all have jobs in our lives that we must get done. We reach out and bring products into our lives to get these jobs done. Marketing is all about asking, ‘What job is the customer trying to accomplish?’
– Clayton M. Christensen
Customers have many different jobs. Parents might wish to gift clothes to their children on special occasions, kids would want to pick up an entire set/range of clothes, or parents may look for their youngsters to stay engaged while they buy clothes as a surprise. There may be an infinite number of jobs for customers that your business might not know of. If you can figure out which of these jobs you should satisfy, whether single or multiple, the better it would be for your business to cater to these clients. This is known as the Job-To-Be-Done theory/framework.
To get the best results out, you can do the following:
1. Identify all possible jobs through customer feedback, complaints, and comments on various social media platforms.
2. Define the main job your business target market wishes to accomplish for a specific group of people.
3. Categorise all jobs related to the main job from the customer’s perspective, focusing on its functional aspects.
4. Set up all related jobs, and break them both into functional and emotional aspects. Emotional aspects are further broken into personal and social aspects.
5. Prioritise all jobs via a customer’s job priority feedback to create business opportunities.
When you improve your product so it does the customer’s job better, then you gain market share.
– Clayton M. Christensen
With a better understanding of the Jobs-To-Be-Done framework, here are seven ways to increase Repeat Customers:
1. Customer Feedback and Research: Provide for customer feedback to understand their current requirements and expectations, and their current satisfaction and experience, and how you can enhance it further. Analyse the information collected, and prioritise the inventory based on the utmost number of jobs carried out.
2. CRM: Provide discounts on products, redeemable coupons at stores, and special offers to repeating customers through CRM (Customer Relationship Management).
3. Online Services: Provide additional online benefits such as early product previews and purchase to repeating customers to meet their job requirements.
4. Professional Training: Train the entire staff to display calm and politeness while working. Even when the customers are wrong, ensure that your employees respect them, both within the store, and those walking by on the outside and can see through what’s happening within. Customers appreciate all the assistance they receive, even when they do not purchase any merchandise. However, if they had a good experience, they could put out a word that would benefit your business in the future.
5. Events and Workshops: Organise events and workshops to promote child development, and increase awareness of their fitness and safety. Indoor playgrounds can also be set up for satisfying certain jobs where open playgrounds aren’t available nearby. Frequent games and competitions providing winning coupons for future purchases can also create a win-win state of affairs for both customer and commercial enterprise.
6. Clothing Accessories: Through a market survey and customer feedback, provide for as much clothing accessories as possible, which satisfies both personal and social dimensions under emotional job aspects. This allows customers to buy stuff without having to go to a different shop. Provide discount/complimentary coupons on accessories for premium products. School stationery and similar items can be offered at reduced prices when buying school uniforms. This fulfils many of the functional job aspects in question.
7. Seasonal Decorations and Limited Editions: Acquiring limited edition clothing fashion during seasons and festivals can boost your overall sales, and also gain you repeat customers. Exclusive discounts to loyal consumers can also be made available during festive seasons.
What new technology does is create new opportunities to do a job that customers want done.
– Tim O’Reilly
The list above can go on. Introduce new clothing trends frequently, or identify unique products on exhibit designed and crafted in the local area. You can promote your store by employing stylists and specialists to serve clients in fulfilling their job with higher satisfaction or attend trade fairs to grab special discounts that would satisfy jobs for repeating customers. The sky is the limit.
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