A Raft. A House. A Store. Six Business Lessons from My Favourite Store
Toko Warkop Cepi - Located in West Java, Indonesia
"Do what you do so well that they will want to see it again and bring their friends."
~ Walt Disney
I've visited thousands of stores in my lifetime. For years, many of the roles I had involved visits to stores to assess opportunities, evaluate product or program execution, build relationships, and learn. Of course, I've also visited countless stores as a consumer, purchasing everything from personal staple goods to items satisfying my personal indulgences.
Often, when my wife is shopping in the local drug store, I'll wander up and down the aisles, taking notice of the unique ways different companies are displaying their products or the messages they are trying to communicate to consumers. I love marketing and the creativity behind how companies engage with consumers and ultimately influence a purchase decision.
Modern Day “Don Drapers”
I sometimes find myself imagining the numerous hours spent in boardrooms and people hunched around cubicles discussing the minutia of everything from logo placement on a package to the messaging in the campaign. I can almost picture the modern-day Don Drapers pitching ideas to brand teams on the latest and greatest campaign. I think about the potentially heated conversations between the sales and marketing groups discussing the distribution of revenues to promotional and B2B investments vs. direct-to-consumer campaign spends.
Business is Exciting
Business is exciting. But for all the hoopla behind sophisticated marketing and considering all the cool modern retail concept stores I've visited; my favorite store ever is the one in the picture above. This store was in a small fishing village in the western part of Java Island in Indonesia.
I was very fortunate to have traveled to several different islands and experience the local culture across Indonesia during my nearly two-year stint working there. I had some of the most unique experiences, from literal red-carpet treatment when visiting with our executive team to posing for pictures and signing autographs. Yes, you heard me right; I signed autographs twice.
Six Business Lessons from My Favourite Store
So, why is this store pictured above my favorite store? And what has it taught me about business and leadership?
The Right Location:
This store was in a small bay where dozens to hundreds of local fishers would head out every day. It was their last chance to grab food, drinks, or any last-minute supplies needed to do the job. If you are a brick-and-mortar business, you want to choose the optimal location to align your products with your target consumers. But for any business, finding a way to be close to your targeted customers, knowing who they are and where they are shopping is critical.
Meet a Need:
This store was the last stop for these fishers. So, it is critical that the people who owned this store could meet the needs of the people they served. They had to pay attention to what the customers wanted and always ensured they had just the right mix to satisfy the need.
Know Your Customers:
This store was literally in the community. One of the owners of the store was also a fisher. This family lived in this store and were part of the community. As a result, they knew exactly who their customers were; they were one of them.
You Don’t Need to be Flashy to be Successful:
This store was bare bones, with only the essentials available. The fact that a large group of us were visiting this store also indicated that they were leaving their mark. If you think about it, even the Apple store is nothing fancy. They have clean white walls and simple light wood tables. The sleek design puts all the attention on the products, and the staff are there to meet the customer needs.
Be Customer Focused:
The owners of this store would focus on getting what their customers wanted and doing what they could to satisfy those customer needs as quickly as possible. Their attention was 100% focused on their customers; they knew that without these customers, they would not survive.
Act Like Your Survival Depends on it:
The ability to support their family and survive was dependent on the success of their business. If more businesses operated with a do-or-die attitude, we would see more energy and creativity emerging.
Closing Thoughts:
"The best marketing strategy ever: CARE."
~ Gary Vaynerchuk
The best thing about retail, business, and marketing is that it will always evolve. I get excited to see what trends will emerge and how that can create some exciting new concepts and ways to engage. But let’s not forget the basics of good business. All business starts and ends with consumers. We must know and understand them, meet their needs, and provide the service that will delight them. If we get the basics right, then we can expect to flourish when we add the flash.
TAKE ACTION: READY TO RECHARGE YOUR BUSINESS?
If your business has been running on autopilot for a while, it might be time for a quick audit to ensure you're still on the right track. Below, we've outlined 10 key areas for you to assess. This week, take action on one or more of these items and kickstart a new wave of energy into your business.
Location Assessment: Look at your business or workplace's physical location. Is it in the right place to reach your target customers? If not, what steps can you take to improve its accessibility?
Meeting Customer Needs: Conduct a survey or gather feedback from your customers to better understand their needs and preferences. How can you adjust your products or services to better meet these needs?
Getting to Know Your Customers: Invest time in getting to know your customers on a personal level. What are their lifestyles, preferences, and pain points? How can you tailor your offerings to align with their values?
Simplicity and Efficiency: Examine your business operations. Are there areas where you can simplify processes and improve efficiency? Remember that sometimes less is more, and a streamlined approach can enhance the customer experience.
Customer-Centric Focus: Review your customer service practices. Are they truly customer-centric? How can you ensure that your team is putting customers at the center of every interaction?
A Do-or-Die Attitude: Reflect on your commitment to your business or career. Are you approaching your work with a do-or-die attitude? What changes can you make to instill a greater sense of urgency and creativity in your endeavours?
Customer Experience Audit: Conduct a thorough audit of your customer experience. Identify any pain points or areas that may be causing dissatisfaction. How can you address these issues to improve overall satisfaction?
Basics First: Take a step back and assess whether you've got the basics right in your business or career. Are you truly understanding and serving your customers' fundamental needs? If not, prioritize these foundational aspects.
Innovation and Flash: Explore how you can add innovation and "flash" to your business or work without losing sight of the basics. What creative strategies or modern approaches can you implement to enhance your offerings?
Continuous Improvement: Commit to a culture of continuous improvement. What steps can you take this week to start or enhance processes that will lead to ongoing betterment in your business or career?
Remember, the key to success lies in acting and applying these principles to your unique circumstances. Choose one or more of these activities or questions to work on this week, and you'll be on your way to improving your business and leadership skills.
