David Purvis

I am available to assist specialized furniture carriers.

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First impressions are important

Posted by David Purvis on Wednesday, July 11 2012 in Specialized Carriers

As a retailer or manufacturer you spend a lot of time and money crafting your brand and training your people in an effort to perfect that “first impression.”  Then along comes the internet and the point of first contact shifts and you are no longer in control.  You want the customer to see the product in a well accessorized showroom attended by well dressed and well trained salespeople.  The internet customer’s first contact is a small picture viewed on anything from a new laptop to an old VGA monitor from the 1990’s.  And still there are no people involved.

I saw where internet home furnishings' sales rose 29% in 2011, so the customer is clicking to buy more often.  But, is that click truly the point-of-purchase?  This purchase is not an iPod.  This purchase is less about functionality and more about aesthetics.  The real point-of-sale has moved to a point-of-acceptance: in the customer’s home.  This fact is borne out by high buyer’s remorse and returns

Who is there to represent you and your brand at the new point-of-acceptance?  It’s your chosen home delivery service.  Is the truck as clean as your showroom?  Is the driver as well dressed and as clean shaven as your well trained showroom staff?  Is the carton in good condition?  I believe that’s enough to make my point.  When you choose your white-glove delivery service, you are deciding on the customer’s “first impression.”

Choose wisely.        

 

 

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Executive Director
VP, Operations and Manufacturing
BS - Georgia Institute of Technology
MA - Liberty University