When it comes to gift-wrapping, buyers expect basic packaging when purchasing from online discounters. Reduced prices, vanilla packaging – fair enough. But when shopping online from more expensive retailers, such as Tiffany & Co. or Neiman Marcus, customers expect more. A sturdy, brown cardboard box simply won’t carry the day.
So, after designing packaging to ensure the item arrives unscathed, the focus for upscale retailers turns to replicating the in-store buying experience. That’s why Neiman Marcus carries boxes in 64 different sizes to send purchases that are often wrapped in tissue paper to prevent scuffs. But beyond the no-scuff rule, much care is spent selecting the right ribbon for its decorative theme, which changes each year.
Now, while this online gift-wrapping example may hold some marginal interest for only a select few, does it provide any viable lessons for those of us interested in complex sales? The answer is yes.
Customer gift-wrapping expectations remind us that a solution is more than just the product or solution we sell. It includes everything that has a direct impact on the customer’s perception of value. This can range, for example, from the quality of customer service and onsite support to returns policies, and even terms and conditions.
So, as you strategize how to grow your book of business, thinking about your products and solutions from a comprehensive customer-value-expectation perspective will help you determine a better fit between what you offer and what the customer needs, as well as more effectively leveraging internal resources to make it happen.