In his seminal work The Art of War, Sun Tzu proclaims that battles are won or lost before they are even fought. Well, it’s admittedly a rather pedestrian application of this wisdom — there are no warriors, battlefields, or Hans Zimmer soundtracks in this scenario — but make no mistake: big box stores that claim to be our very best friends in the world have invested heavily in the science of getting us to buy more than we want or need to. Here are three especially insidious (yet also especially effective) tactics from the retail customer manipulation playbook:

1. Crazy bargains up front.

How many times have you wandered into a big box store, looked at a ridiculous, crazy bargain — like a top quality Sherpa throw for $10 or a great lawnmower for $100 — and said to yourself: “what’s the catch?” 

It’s like this: as far as these front-of-the-store bargains go, there’s (usually) no catch. And if you simply buy them and leave, then you’ll be in Sun Tzu’s winner circle. But guess what? The vast majority of people don’t buy these items. Instead, they think: “hey, since these items are so cheap, then this store must be full of deep discounts!”. Except, well, it really isn’t; at least, not to such an extreme extent. But once the perception is there, customers end up filling their cart with all kinds of stuff that they didn’t intend to buy. And speaking of carts…

2. Carts just keep getting bigger and bigger.

If you go back in time — and not centuries here, but just a couple of decades — and enter any big box retailer, you’ll be surprised by how tiny the carts were. Actually, back then they were normally sized. Today, however, they’re giant sized for the simple (and indeed, scheming) reason that some customers will literally keep putting stuff in their cart until it’s full; otherwise, they don’t feel that their shopping experience is complete. What’s more, some customers feel a sense of “cart inferiority” is they only have a few items, while the person in front or behind them at the checkout line has an overflowing cart.  

3. Putting basic items at the back.

Have you ever wondered why retailers put basic items way, way back in the store — like grocery staples such as milk and butter, or houseware staples like fuses and AC/furnace filters? Be assured that it’s not random. Retailers put this stuff in the back, so that customers are obligated to wade past aisles and displays. That’s why folks who only need to pick up a stick of butter end up coming home with all kinds of weird stuff, like a singing rubber fish or (yet another) power drill. 

The Bottom Line

Nothing above suggests you should live in fear of big box retailers — although frankly, you can buy everything from milk to furniture to lighting kits for a Ford Raptor online these days. Rather, you just need to be mindful and aware of the games that retailer play.  (and it doesn’t hurt to know where you can get freebies, either!).  

Every year, thousands of entrepreneurs decide to start new businesses. Some are successful; a good many aren’t. One of the key factors in determining business success is geographic location. Yes, the internet has changed the nature of commerce as we know it. Nevertheless, where your business sets up shop can have a big effect on its long-term viability. Additionally, business leaders must understand how to make the most of their given location. With that in mind, today we’re going to take a look at how ambitious entrepreneurs can launch a startup in a small town. Here are four tips worth remembering:

Engage with the Community

If you’ve ever lived in a small town, then you know the communities there can be extremely insulated. As such, it’s imperative for any new business owner to make connections with other business owners, local officials, and as many consumers as possible. This goes double for out-of-towners. Breaking into a small community can be difficult –– at first –– but once you’ve achieved this, you should be able to develop a loyal customer base.

Tailor Your Message

As marketing and advertising methods have grown more sophisticated over time, businesses have managed to tailor their brand message to their specific customer base. And it’s only natural that companies operating in a small town should craft a brand identity that resonates with the locals. Hiring a few professionals who are familiar with the area can help you court customers effectively. Lastly, business owners may also consider reaching out for professional market research help from companies like Communications for Research, for instance.

Diversify Marketing Efforts

Marketing to a small-town audience is quite different to marketing to a national customer base. Therefore, traditional marketing techniques — like billboards, newspaper, television, and radio advertisements — can have a big impact on your sales numbers in a small town. However, it’s also a good idea for new companies invest in SEO and digital marketing. That way, new consumers will be able to locate your business and patronize it.

Focus on Service

It doesn’t take long for word to spread around a small town. While all businesses should make the customer a priority and adopt a customer-first mentality, small businesses in tight-knit communities must treat their patrons with special attention. Remember, companies that are located in big cities have a better chance of replacing customers over time. Businesses in little towns don’t have that same luxury. So make it a point to focus on customer retention at all times!

It’s easy to become a victim of a loan or credit card scam. Even if you think you are being careful, you can fall prey to clever scammers. This can end up causing you a real headache, and issues can continue for several years after the scam takes place.

For this reason, when you are borrowing money or using credit cards, you should be aware of the potential scams that exist. If you have this knowledge you reduce the chances of identity fraud taking place and credit being applied for in your name. Here are some of the most common deceipts that you should look out for.

Fees to pay upfront

It’s not unusual for application fees to be attached to a loan. However, these fees should be completely transparent. They are also usually rolled into the overall cost of the loan. This means that the payments you make every month include everything that you owe.

You should never be asked to pay fees upfront, before you have received the loan service. Any lender that asks you to do this is not legitimate. You could end up paying money, and never receive the loan that you need.

Offers made by phone

It’s illegal to make a loan offer over the phone. This is why you should never engage with any lender who uses the phone to make an offer. All loan offers should be put in writing and all terms should be clearly explained. If you have any queries regarding the details of the offer, make sure they are addressed before you accept the loan.

Wire payments requested

You should never be asked to wire money to a lender, in respect of fees. Any fees that are applied to the loan are normally included in the monthly repayments that you make.

If a lender asks you to wire money to them, they are not likely to be reputable. You should avoid dealing with them and look elsewhere for the money you need.

Copying the name of legitimate lenders

One of the cleverest scams around involves fake lenders copying the name of legitimate companies. These helps them to seem as they are offering an honest service. You should always be wary of issues like this.

Some of these scammers use PO boxes which is usually a sign that there is an issue. It’s always a good idea to check potential lenders with the Better Business Bureau. Doing this helps to ensure that they are legitimate.

Being asked to update credit card details by clicking a link

It’s not just loans which present scammers with the opportunity to take advantage of people. There are also plenty of credit card scams around. One of the most common of these scams is being asked to update credit card details by clicking a link in an email.

If you receive this type of request, you can be sure that it’s fake. Your credit card issuer will never ask you to update details in this way. If you click on the link, and provide information, you enable the scammer to commit fraud. This could leave you with a difficult situation to deal with.

Promises to reduce interest rates

Another common credit card scam that you could fall prey to is the promise of reducing the interest rate that you are paying. There are legitimate ways of reducing credit card interest rates. Responding to a pre-recorded call, offering a reduction, is not one of them. These calls are normally from scammers who are simply looking for a way to get money from you.

To do this, the scammers will normally include a request to send money in order to get the service. If you do send any money, you will find that you are worse off financially and the service does not actually exist.

Credit repair promises

Some scammers promise that they can repair your credit. They may ask you to part with money in order to make this happen. These promises are illegal.

The only way to repair credit is to ensure that repayments are made on time and wise credit decisions are made. If you pay people money to repair your credit, all that happens is you become financially worse off.

Allegations of potential fraud

If you receive a call from someone saying there is potential fraud on your credit card account, it can be tempting to trust them and do exactly as they ask. However, by doing so, you could be opening the door to potential fraudulent action being taken.

This is because these scammers normally ask you to provide additional information in order to make sure that your account is secure. They usually already have some of your personal information which makes them sound legitimate. This is not the case. They are actually trying to get the additional information that they need in order to complete their fraudulent actions.

In summary

There is nothing wrong with obtaining credit, as long as you know you can afford the repayments without causing yourself financial difficulties.

However, you need to be careful that you do not fall foul of any of the loan and credit card scams that exist. If you do, it can be difficult to rectify issues. You can end up being significantly worse off financially. You can also have problems getting legitimate credit, until the problems are resolved. This can be a major concern if you encounter a large expense that you cannot afford to pay outright.

In order to prevent these issues from happening, you need to be aware of the scams that you could be subjected to. Having this knowledge means that you are better able to protect yourself. Never feel pressured into making decisions or providing information. It’s always better to double check that you are not being scammed. Reputable lenders will not mind you querying their intentions. They will understand that you are protecting your own finances and the privacy of your identity.

Why Customer Retention Should be a Priority for Small Businesses

Acquiring new customers is always a good thing. After all, there’s no such thing as a “bad sale,” and every business wants to expand their reach and –– in the end –– make more money. However, it is possible for small businesses to focus too much on gaining new customers. Indeed, by trying to expand too quickly, small businesses may inadvertently alienate their most loyal customers. Here, we’ll explain why customer retention is so important, plus, share a few relevant tips to help you maintain good customer relations as well:

Benefits of Customer Retention

No two businesses are the same. Yet, regardless of size, industry, or product, getting a new customer is almost always more expensive than retaining a current one. In fact, it’s anywhere between 5 to 25 times more expensive to land a new client than it is to maintain a working relationship with someone already on your books. What’s more, it’s much easier to convert an existing customer than a relative stranger if you decide to roll out a new product. (This also presents the opportunity to upsell certain clients.) Lastly, customer retention is integral for branding purposes. Loyal, happy customers are invaluable to small businesses because of their ability to evangelize on a company’s behalf. A few positive reviews from satisfied customers early on in a business’s existence can give it the boost it needs to succeed.

Customer Retention Tips

Adopting a customer-first approach sounds great on paper, but it’s actually quite difficult to implement in real life. Thankfully, the following tips can help you hang on to your best customers on a consistent basis:

• Reward customers with loyalty bonuses. Special promotions, sales offers, or early access to product launches are all great ways to show how much you appreciate your most valued customers.
• Invest in new technologies to improve your service. This might mean purchasing a new POS by Retail Management Solutions for your pharmacy; or it could be a smart play to buy a new soda machine for your restaurant. Offering new-and-improved products and services will resonate with consumers (especially if your customers have requested them in the past!).
• Hire more customer-facing staff. People hate having to wait, and they equally dislike dealing with automated features (chatbots) when they have an urgent problem. By bringing on more customer service team members, you can increase your company’s ability to handle a large influx of customers.

Conclusion

Growing a business is a balancing act. Yes, it’s important to court new markets, but you shouldn’t lose touch with your most devoted customers doing so. Fortunately, the above tips will help you achieve your ambitions without forgetting your roots!