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Newsletter #863: The “5 Ways to Create a Great Shopping Experience” Issue

[Welcome back to the Damn, I Wish I’d Thought of That! newsletter. This is text of the great issue all of our email subscribers just received. Sign yourself up using the handy form on the right.]

When it comes to creating an amazing shopping experience, Austin’s Mellow Johnny’s bike shop thrills customers and creates an atmosphere where people eagerly drag in their friends. When you’re considering buying a bike in this town, it’s the first place everyone recommends.

How you could have similar success:

1. Do it all
2. Make waiting part of the fun
3. Give them reasons to come back
4. Make it a community
5. Build trust

1. Do it all

When you buy a bike from anywhere, there are always add-ons you’re going to need. Lights, a basket, and a lock are typical necessities. Any retailer is happy to sell these to you, but at Mellow Johnny’s, they’ll install them right there on the spot at no charge. Sure, it means they have to spend more time on each customer, but that’s the point. Every customer walks out ready to ride and eager to talk about the great service they just received.

2. Make waiting part of the fun

As customers, we don’t like to wait — unless the waiting is actually fun. While they’re working on your bike, you’re encouraged to tour Mellow Johnny’s. Beyond row after row of bike, there’s gear to check out, they give you some great coffee, the staffers chat with you, and there’s even an extra floor devoted to fancy and rare bikes. You feel less like a customer and more like a tourist visiting a bike museum.

3. Give them reasons to come back

When you leave Mellow Johnny’s with a new bike, they make it clear they want you back. They give you vouchers for complimentary tune-ups, coupons for coffee from their cafe, and discounts you can use on gear and equipment. You leave with a fistful of reasons to start planning your next visit.

4. Make it a community

Austin cyclists know Mellow Johnny’s as something more than a bike store. To many of them, it’s a community hub. Every morning they host group rides you can join, they’ll help you store your bike during the day, and for a buck you can use their showers. It’s a place to hang out, to meet up, and to make new cycling friends.

5. Build trust

Underneath the well-designed store, the great bikes, and the community vibe, what really makes people talk about Mellow Johnny’s is trust. The staff are experienced and dedicated cyclists. They know what bike you really need, and they’re not going to try to up-sell you on anything else. There’s no pressure, they take the time to find the right fit, and you’re encouraged to try before you buy. Nobody hesitates to recommend this place because they know their friends will be treated right.

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