August 26, 2015 – Your wireless marketing presence should be the heartbeat of your business. It brings customers to the door who put money in the drawer. We all sell wireless products and services. It's imperative that your wireless store differentiates itself from the competition.
That said, the wireless business can be all too willing to cut back on marketing to cut costs (signage, digital creativity, etc.). But this doesn't have to be the case. Marketing doesn't have to be detrimental to the bottom line.
A prominent theme throughout this series has been how customer experience is the ultimate differentiator when it comes to retaining customers. Your customers could really bring their business anywhere; everyone has devices and plans. What will keep your customers coming back to your store is the unique, one-of-a-kind experience and treatment they receive there. You not only have to treat the customer better than your competition; you have to treat them differently.
One way to do that is by giving them options in how to utilize your store space. We have already discussed ideas around consumer expectations in your store. One way to differentiate yourself in using that space is to give your customers something that they may not expect but that still creates mutual value. Here are a few ideas on how to do this: