If you spend any time reading about retail, you are sure to hear the word “experience”. It is almost becoming one of those over-used buzz words that will make the cut list next year; spawning in usage as execs use it as a catch-all to describe all things consumer journey. I am a huge advocate of “experience” as an asset to your business, but is the personalization of experience becoming “impersonal”?

The power and impact of a simple gesture.

Personally, I dislike gift cards for gifts. Listen, I can spend $50 at Amazon quicker than most so please, send away. But has the gift card become an impersonal gesture? Last week I was working with a dealer that wanted to send an email after each sale to ask for a review. A great idea. But as a consumer, is another email going to make me “go review them”. Absolutely if the “experience” was appalling. They will love that review. Enter the hand-written note. As I was researching creative and clever ideas to “elicit” reviews in a more personal way – I found a company that sent a thank you card after each order with a hand-written note from the owner. The message was simple, clean, personal. “Every order we get gives us the ability to give more back to the community. Last year {company name} donated {dollar amount} to local shelters. It isn’t much – but if we all did a little – it would be a lot. We appreciate your business. If there is anything we can do to make it better – please let me know. Here is my email address”

Then right below that message;

Please tell us how we did. www.URL.com

(I also found a company that sent out a cool pair of socks with a little note. Love that!)

Ask yourself – How would you feel if you received that first card? A local business giving back locally – I bet you would be more compelled to give them 30 seconds of your time. Add in socks – put me in coach!

As leaders it is our jobs to “define” our “experience”. But (IMO) personalized can easily become impersonal if you employ too much “easy button”. But no matter what – do it. All the little things add-up.

Retail on.

Jesse