Subtraction has led to a big addition at Staples. Last year, profits jumped 18% (Business 2.0, June 2006) at the office supply store, even though there’s a lot less to buy there these days.
Customer research led Staples to simplify their in-store shopping experience. Gone are some 800 non-core items like Britney Spears backpacks. In their place are larger signs pointing to highly desired items, more sales associates trained to direct shoppers to the correct aisles, and an in-stock guarantee on the company’s number one sought-after item – printer cartridges.
“That Was Easy” is now Staples’ campaign to describe their (pardon the phrase) “less is more” shopping experience.
Consider how the Staples strategy could make a positive difference in your programming. Remove items that make listening more difficult than it should be. Be sure you have ample “point-to” promos that highlight your key features and elements and direct listeners to them. And be sure everyone on the team – on air and off – understands the audience’s core expectations and is well-trained in how to deliver listener satisfaction.
A little subtraction could result in some additional ratings.
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