In my last blog post, I emphasized the importance of following best practices in all your customer touchpoints if you want to maximize your sales without increasing your marketing budget. As I mentioned, the Secret Shopper Survey sponsored by the Mailorder Gardening Association earlier this year uncovered an astonishing number of opportunities for improvement in this regard. A new program at the next MGA conference is sure to provide even more ideas for low-cost improvements.
For the Winter MGA conference (Jan. 4-6 in Baltimore), Kip Creel of Standpoint Marketing Group is assembling a consumer panel to shop a handful of member companies live. Orders will be placed by phone and web during the session, and the pros and cons of each experience will be evaluated by the panelists. The session is sure to provide an enlightening look at how consumers view the shopping experience.
For more details on the MGA conference, click here. Hope to see you there!