Lessons From Milk

TweetCan one person make a difference in making or breaking a brand’s image. I think so, even in a large multi-billion dollar company. Please read on and see if you agree.

The other day I was shopping at the local location of a mass retailer. I don’t think I expect too much from this company: lots of  selection, discounted prices and the convenience of buying grocery items as well as “stuff” at the same time. I also expect the store to be reasonably clean and the people friendly; and it’s unusual that either isn’t true. Despite the jokes and the criticism, in the past, this store normally delivered what I want they way I want.

Over the past few months, I’ve noted a deterioration of the quality of this particular store. For example:

• There’s no music
  They used to play a variety of tunes mixed in with information about specials and tempting advertisements for the fast food outlet at the front of the store. I enjoyed hearing the occasional song I liked and it made for a nice distraction from the rigors of shopping.
• The store isn’t as clean as it used to be
  I personally know a couple of the people who clean the store. I know they work hard and I see them working hard and they tell me they’re working hard. But, I notice the store is a mess most of the time.
• Things don’t work they way they should
  Stores have TVs and other displays to aid in their selling. Most of the content on these devices is nothing but crass commercials. Every so often, though, something is shown which interests me. But, when there is no audio or the picture is too fuzzy, it’s useless and may as well be turned off.
• Many of the items I regularly buy are out of stock – a lot
  It seems like every time I go to this store they are out of two or three things I need. Because of staff cuts, it’s hard to track someone down to ask if there is any in the back. Most times when I do ask, there’s nothing in the back to bring out.

Many of you may be yelling at your screen by now, “Hey dummy, If the place is that bad shop somewhere else!” And I would if it weren’t for the fact that despite the downturn in quality, in my opinion they are still the best place to shop overall.

Here’s Where Milk Comes In
Yesterday, though, they hit a new low. My wife went to grab a gallon of milk out of the cooler and found that each and every gallon bottle of 2% milk was drenched in spilled milk. This is no exaggeration – each and every one.

It caused me to stop and think: Someone had to take those gallon bottles out of the containers they came in and load them in the racks in the cooler. Each of those bottles was handled by someone who saw they were wet and they didn’t bother to grab a rag or something and wipe them off.

The reasons he or she didn’t wipe them are irrelevant. The fact is many customers were turned off by the mess. Some shrugged their shoulders and went on with their business, their already low opinion of this store reinforced. Others didn’t purchase milk they otherwise would have, thus losing the store some sales. Still others walked out and will never return, thus losing the store even more in sales.

Employees in other stores thought the same way the milk stocker in this store did. “Why bother? Who cares? It’s just milk.” Those stores were at the top of their game at one time: Sears, Kmart, Woolworth’s … the list goes on. Where are those stores now? Some are gone, some are on their way out and some are trying to make a comeback. What if their employees had tried a little harder over the years? What if they had wiped the gallons of milk, or mopped up the spilled drink, or straightened out the mess on the shelves? A little here and  a little there and they might have stayed on top.

Yes, one person – YOU – can make a difference for your brand – whether you’re management or not.

Are you going to be the one to help make it better or the one who helps lead its decline?

photo credit: LFL16

Tags: brand, marketing, team