In today’s economy, it’s easier to get a camel through the eye of a needle than to get even a fool to part with his money.
So, to win the battle with guarded wallets and clutched purses, businesses are realizing they have to offer customers extra services.
Think about it: Would you rather do your grocery shopping in one place and get your film developed elsewhere, or would you frequent a store that offers both? Next time you need a book, will you buy it from the bookstore that lets you rifle through its magazines, or the one that tapes them shut?
“We all work very hard for what we earn, and if we’re going to spend it, we want to be romanced a little,” says Stacy Wallace Albert, publisher of “The Source: Chicago’s Guide to Shopping Treasures.”
“The customer deserves to feel special. There can be a dozen toy stores within a two-mile radius. But if one of them does something extra for you, it makes parting with your money a little more palatable.”
Big businesses such as airlines (frequent-flier miles) and clothing stores (flexible-return policies) caught on a while ago, but small outfits are jumping on the incentive bandwagon, too.
Every Sunday at Ed & Fred, 1007 W. Webster Ave. (312-477-6220), a travelers’ resource store, the weekly travel sections from half a dozen newspapers are strewn about. Visitors can spend the day flopped in easy chairs, reading them and munching free candy. The store also features a free ride board on which you can ask for or offer transportation.
At Whole Foods Market at North and Sheffield Avenues (312-587-0648), you can indulge your gourmet palate and soothe your bargain-weary bones, too, with an eight-minute, $5 back massage. And, on your way out, the cashier will pay you five cents for every paper or plastic bag you’re reusing.
Grocery stores such as The Marketplace, 393 E. Illinois (312-321-9400), and Sunrise Foods, 445 E. Ohio (312-527-0873), also are courting customers with on-site videotape vending machines, which let you use a credit card to take home the latest movie releases.
Says a representative for Amazing Video, which operates the machines: “It brings extra traffic into the store, because they come in twice: to rent the movie and then to return it.”
Savvy business owners have figured out that the best way to draw in parents is to attract their offspring. All Our Children, a kids’ clothing store at 2217 N. Halsted St. (312-327-1868), has converted one of its dressing rooms into a play area bursting with toys.
“Kids’ attention spans are not very long,” says saleswoman Joan Murphy. “Moms tend to bring their kids with them, so if the kids have toys to play with, they don’t get cranky or fussy, or rush the mom out. So she has more time to shop, and she buys more. It’s good for business.”
The Design Studio furniture store, 5200 W. Dempster St. in Skokie, also features a play zone, with toys, video games and even babysitters on the weekends-all free. Call 708-967-6070.
The Children’s Bookstore, 2465 N. Lincoln Ave. (312-248-2665), boosts business with free storytime at 10:30 a.m. on Tuesday, Wednesday and Thursday, as well as with weekend events for kids. Parents who bring in their kids for special events often leave empty-handed, but when they need books, they come back.
“It’s a feedback loop,” explains co-owner Andy Laties. “If our business can provide good services to the community, then the community will buy our product to support the services.”
They don’t cut corners
The owners of Kuts ‘N Play are experts at courting little people. Children descend in droves on this kids’ hair salon, because they can play Nintendo and watch cartoons while they get their hair cut.
“Most kids are apprehensive about getting a haircut,” explains co-owner David Igliori. “They’re dragged into an adult salon that’s all glass and mirrors, where they are told, `Don’t touch this, don’t touch that, don’t go there.’ They sit in huge chairs, and an unfriendly stylist yells at them not to squirm so much. To most salons, kids are an afterthought.”
But “ours is a kid-friendly salon,” he emphasizes. The kids sit in pint-size chairs, shaped like animals and cartoon characters. A 7-foot dinosaur shows up on weekends. Stylists are trained to treat kids like kids. Parents can watch TV while they wait or get their own tresses trimmed for $10.95. Kids’ cuts are $8.95. Kuts ‘N Play has locations in Niles and Vernon Hills. Call 708-966-KUTS.
Free video games also keep customers loyal at Funcoland, a chain that buys and sells used games and systems. Several screens are set up for unlimited play; plus, before they purchase anything, customers are encouraged to try out the item in the store. Call 312-637-2727 for the closest location.
Restaurants also are catering to the customer. At the busy West Egg, 1139 N. State St. (312-951-7900) and 620 N. Fairbanks Ct. (312-280-8366), and Ina’s Kitchen, 934 W. Webster Ave. (312-525-1116), customers waiting to be seated receive free coffee.
“There are just too many restaurants out there. None of them is so special that it can afford not to accommodate its customers,” says West Egg owner Jerry Freedman.
“The fact that people are willing to come here and wait is pretty overwhelming to me,” says Ina Pinkney, owner of Ina’s Kitchen. “And since we’re known for our coffee, giving it out seems the most obvious thing to do to show how much we appreciate them.”
At Leona’s (five locations, call 312-327-8861), folks in line are served pizza and punch. “Sometimes people have to wait up to half an hour, and we don’t want them to get so hungry and frustrated that they leave,” explains manager Katrina Ramirez. “It keeps them coming back, too, because they feel like they are valued and taken care of.”
Vintage Posters International Ltd., 1551 N. Wells St. (312-951-6681), will bring up to 50 posters to your home to let you browse. They will help you decide where to hang your purchases, or help you re-arrange your current collection. There is no charge and no obligation.
“It costs a lot of time and money for us to do this,” owner Susan Cutler says. “But we want to develop a clientele and a referral base that will be loyal to us.”
