At Winning Brands, we know the difference between dreaming and planning. That’s why we place a lot of importance on doing practical things, measuring the results, making adjustments, carrying on. It’s this type of steady perseverance that is going to deliver the goods in the Winning Colours success story.
One such ”practical” example is the need to determine whether our investment in merchandising tools is being well spent. We invest in merchandising tools to help stores introduce Winning Colours to their consumers. After deploying such tools, we canvas the stores again by telephone to learn whether these tools are helpful and what improvements can be made. It takes time and money, but delivers results. The following are extracts of reports given to me by our Customer Service Team. We regularly call our retail outlets in towns across America and ask the simple questions: “Did you receive the display we sent? Is it helpful? What has been your experience so far? Would you use our new brochure if we send you some? The extracts below are generated by a sytem operating daily behind the scenes. There are more stores, more towns and more comments because we have made this feedback loop continuous. The entries below are a representative sampling. The display that we are calling about is shown below. The daily extracts are shown below that.
OCTOBER 19, 2010
- Chelsea, MI:
The display does get attention. Jack really likes the way that our product works. Please send brochures.
- Rantoul, IL:
Display is effective in getting attention and does help with some sales. Would like brochures.
- Flora, IN:
They are a lumber store. It does get attention, people are usually there for something else. Brochures please.
- Indianapolis, IN:
Did not receive the display. Would have to call head office to get it.
- Newberry, SC:
Display works very well and would love to get brochures.
- Westerly, RI:
The display does well. Likes our product. Please send brochures.
- Westboro, MA:
Display is very effective. Please send brochures.
- Omaha, NE:
Find the display not effective, but is willing to have the brochures.
- Warner Robins, GA:
Display triggered a lot of interest and sales. There was a customer who came in and bought a bottle of WC, went outside to his vehicle to see if it helps get pecan tree stains out of a customer’s rug. Some other customers were watching while this was going on and WC worked very well. After witnessing this, others went into the store and bought WC as well. Please send brochures.
- San Francisco, CA:
Philip stated that the display is so wonderful that all companies should have such a display, because it works so well. Brochures please.
OCTOBER 18, 2010
- Cornelia, GA:
The display worked really well with customer and would like the brochures.
- Fayetteville, TN:
Reggie felt that the display definitely caught the attention of the customers and sales, they would love the brochures as well.
- Meridan, MS:
The display worked really well with customers and would like the brochures.
Joe mentioned that it did get customer attention and maybe help 50% of the time for sales. Brochures please.
- Thomson, GA:
Jim stated that the display works quite well and he now uses WC as well. Please send brochures.
- La Grange, GA:
Britt stated that it worked very well. Please send brochures. Thanks.
- Mundelein, IL:
Jay stated that the display works really well, also, send brochures.
- Malden, MA:
Todd mentioned that the display works very well and that he needs to buy more product for the store. He would love to get brochures.
- Eufaula, AL:
Did not find the display effective.
- Central City, KY:
The display helped sell a lot of the larger bottles that they have. Donald would like the brochures as well.
- Wethersfield, CT:
Does get attention. Please send brochures.
- Blacksburg, VA:
The display only grabbed a few people’s attention and sales have not increased. Felt brochures would work better.
- Tarentum, PA:
Yes, the display worked very well – they are selling larger bottles because of it. Please send brochures.
- Ocoee, FL:
The display does work very well in getting attention and does help with some of the sales.
- Murray, KY:
Hates the product and has sent it back. Customers complaining that it does not work. No longer needs our help.
- Little Falls, NY:
Christie stated that it does get some attention and sales. Finds that the brochures would be helpful as well.
- Huntingburg, IN:
Received the display but is too busy to give answers.
- St. Charles, MO:
It worked very well and was effective with sales. Please send the brochures.
OCTOBER 13, 2010
- Santa Rosa Beach, FL:
The display did work very well and they would like to get the brochures
- Norcross, GA:
Did do a wonderful job; one of the employees stated that they think WC is a great product. Also, please send brochures.
- Rome, NY:
The display really does work very well. Could they get a LARGE bundle of brochures.
- Decatur, GA:
Paige felt that the display actually gets the customers’ attention to the point where they pick it up. Helps with sales as well. Brochures please. Thank you!
- Idaho Falls, ID:
Yes it did get customers’ attention and did help in some of the sales. Robin mentioned that they would like to get the brochures as well.
- Dayton, OH:
Yes, the display is helpful. Please sent the brochures as well.
- Millburn, NJ:
It worked well. They still have WC in the store. They would like brochures.
- Greenwood, IN:
The display worked very well and helps with sales. Please send brochures.
- Selma, AL:
The display worked very well and they would like to get the brochures as well.
- Reidsville, NC:
Display was helpful a bit, but customers paid more attention to WC when seeing demo, so Kim does that for them. Brochures please.
- Flint, MI:
Yes, definitely gets customer attention; stores finds it good looking and would like brochures as well.
- Green Forest, AR:
Nice display; would like brochures.
- Pontiac, MI:
Yes the display is very effective and does help with the sales. Brochures please.
- Albertville, AL:
Yes the display is very effective and does help with sales. Brochures please.
- Billings, MT:
Display helps go through a lot of bottles. Janet would like brochures as well.
- Farmville, VA:
Updated stores recently, so display has only been introduced. WC does sell there quite well. Please send brochures.
- Holland, MI:
Jeff mentioned that he did not get the display and would still like to have one. Also, brochures please.
- Rainbow City, AL:
Yes the display is very effective and does help a lot with sales. Brochures please.
- Manhattan, KS:
The display definitely gets attention and conversations going about WC. Please send brochures.
- Madison, IN:
Helps with attention and sales. Please send brochures.
- Tuscaloosa, AL:
Anthony mentioned that the display does get customers’ attention and does help with sales. Please send brochures.