I just read this article and thought I should share it with you. Why has it taken so long for Nike, or anyone else, to add this concept. “It’s called, try it and buy it.” Notice the new slogan: Run, Train, Live.
New York — Fitness buffs can shop and also get in a workout at Nike’s new women’s store at Fashion Island, in Newport Beach, California. The 6,000-sq-ft. plus space combines the best of the company’s women’s products with an in-store fitness studio. The glass- and wood-paneled studio, the first for Nike in a U.S. retail location, features free group or personal fitness training sessions. It also enable customers to try out training and running footwear and apparel. The store offers an array of specialized services, weekly programming and special events. In-store services include run analysis, bra fitting, footwear trials and pant hemming. Programming includes the Nike+ Run Club, Nike+ Training Club and yoga classes. “Our women’s business has never been stronger and this new store is the ultimate expression of our commitment to women who run, train and live the look of sport and fitness throughout their day,” stated Amy Montagne, VP, general manager of Nike Women. I suggest that businesses hold monthly events for their customers but few rarely do. What better way then to show your customer you care then sharing something special with them? Nike is building communities with their customers.
February is Heart Month which offers so many ways to engage your customers. It’s about building a competitive advantage PAST your products. It takes more than products to build a competitive advantage. Products are everywhere; the key is to present your products in an atmosphere that makes them interesting. This is what Nike is doing. Here are three ideas:
- Ask yourself, how many times in my customer’s lifetime will they need my products? If you’re selling homes, it may be very few. Maybe that’s the reason why realtors forget who you are after the sale. If you’re good at what you do, why wouldn’t your customer refer you to someone else? 90% of your business is now referrals; it’s up from 80% two years ago!
- Talk with your customers, what charities do they support and ask if you can help with a fund raiser. This is a great opportunity to bring in other vendors and access their data bases. If your vendors can bring in new customers to see your business, you’ve won the game. Raising money for a charity will also help you be remembered.
- This is the age of transparency: don’t worry about how silly or ridiculous your event is. Who knows it might turn into a reality show!
- If you need information on how to run and event; let me know and I’ll send you a copy of my book, “50 Events you can Hold to Bring in More Customers.”
I would love you to tell me about your event. Lisbeth Calandrino has been a Coach-sultant for the past 20 years helping businesses engage their employees and building strategies to impact their bottom line. Lisbeth lives in Historic Hudson Park in Albany, New York with her cat Rainyday. When not training, she can be found at the gym. Reach her at Lcalandrino@nycap.rr.com.