There’s an old marketing strategy every business strives to employ at least once: surprise and delight. Some businesses are hands-down better at it than others.
Chewy, for instance, an online retailer of pet food and products, has been known to send flowers to bereaved pet owners. In the past, they’ve also asked customers to donate unwanted pet food to their local animal shelter instead of shipping it back — while still issuing a refund.
Many small businesses may not have the profit margins needed to support that level of surprise-and-delight marketing, but that doesn’t mean they can’t put their own twist on the sentiment. A few personal touches can go a long way toward providing the best-in-class shopping experience your customers crave.
Michelle Bruce, owner of Lake of the Woods Wax & Soap Co., is one small business owner striving to surprise and delight each customer who places an order. She’s owned her own soap and candle company since the late ‘90s, though her current shop has only been in business since 2015.