Issue link: http://psai.uberflip.com/i/974109
W EEKLY EDITION APRIL 25, 2018 Decline in Physical Retail Sales Provides Insight for Portable Sanitation …continued By Karleen Kos, PSAI Executive Director Remember: this is not the first time a disruptive technology has forced business models to change. Back in the day, guys who delivered milk with horse - drawn wagons eventually had to get a truck – and eventually had to sell their products in grocery stores. Those who stuck with horses were sooner or later out of business because times changed and their business model didn't change. But forget the guys who were left behind. Think about the ones who got the first trucks. They were able to expand their businesses more quickly than their horse - drawn competitors. They could serve a wider area, serve more customers, and get there faster. Sure, they had to invest in one of those mystifying, new - fangled machines, but their bus inesses benefited from their willingness to take the step. It's not all about technology. Technology has not made face - to - face interaction obsolete and probably never will. Most customers, even when armed with all the information they can find on the Inte rnet, still value personal advice, And this is not limited to older people. As part of a survey conducted at two US malls, 67% of shoppers between the ages of 18 and 35 said that help from store associates was extremely important to their buying experience . In the context of better - informed customers and competition from e - commerce (whether you get on board with it or not), the role of your drivers and other customer - facing team members will have to change too. All indications are that employees who come into contact with customers will need to be more informed, better at dealing with people, and better at influencing them than ever before. You want to build a brand where people feel good about what you do for them. That's always been true, but it will be ev en more vivid when the majority of the human contact they have occurs after the sale. According to a survey of top retail executives, they expect that future sales will depend largely on: • Emotions. If customers feel good about the product, service or buy ing process they will be more likely to make a purchase and/or to make a repeat purchase. • Experience. The process of doing business with your company will continue to be a huge driver of ongoing or repeat business. The easier you make it to do business wit h you, and the more your technology is up to date with what customers expect, and the more competent your team is, the more likely you will be to earn and keep customers. P AGE 4 CONTINUED ON PAGE 5