Our consumer research tells us that co-ops need to be more welcoming to shoppers and improve the customer experience. As a result, NCG is pursuing major projects around messaging co-op differentiators, using common owner rewards, and developing a more inclusive and customer-centric culture. In the meantime, what can we do to make people feel welcome at the co-op?

1. Say hello. Literally, just say hello.

This is the easiest step, but our CX survey program data tells us that about 40 percent of shoppers have no interaction with staff other than the cashier. This data also tells us that simply greeting a shopper and assisting them in any way will increase their overall satisfaction with the co-op by 15 percent. That brings our scores on par with those of our top-scoring competitors!

Of course, to actually see and greet shoppers, we need to be on the sales floor and looking up while working on tasks. We also need to be authentic. A rehearsed “Can I help you find anything today” isn’t the type of interaction today’s shoppers are looking for. Instead, eye contact and a “hello,” “hey there,” or “what’s up” does nicely. A smile, a personal greeting, a fist-bump or a wave are also great. Do what’s authentic (and appropriate) for the moment. Once the shopper feels seen, they know where to go when they need help.

2. Feed them, delight them.

What’s more welcoming than offering guests a snack or beverage when they visit your home? It’s the same at the co-op. Often the first department shoppers encounter is produce or another fresh department, so it’s important that they have samples ready for shoppers to enjoy. A tempting sample invites the shopper to slow down and enjoy their visit.  

A spontaneous sample is even more delightful. When a shopper isn’t sure whether the classic potato salad or Greek potato salad is what they’re looking for, offer a sample! On-the-spot sampling is unexpected and feels like a special treat.

3. Be a familiar presence in the neighborhood.

Consumer behavior research tells us that the more frequently people see brands and faces, the more fondly they feel toward them. Advertising in community publications, sponsoring neighborhood events and showing up at local gatherings means that the co-op won’t be so unfamiliar when someone finally decides to check out the store. Community involvement also demonstrates a commitment to the community (Principle 7) and is something shoppers expect from co-ops.

4. Accept them as they are.

People feel welcome when they feel accepted. Research tells us that co-ops can be perceived as being judgmental or exclusive. This could be due to our product assortment, strong commitment to values or confusing membership structures. Regardless, it’s our responsibility to actively welcome and accept people, no matter where (or who) they are. This can take many forms, such as:

• Reassuring a shopper who forgets their reusable shopping bag that you forget your bags, too.
• Offering an apple slice to a kid who is on the verge of a tantrum because you know what it’s like to have a kid lose it in a store.
• Giving an extra enthusiastic welcome to someone who says they are a first time shopper or seems embarrassed about not being a member, i.e. , “No worries! Membership is optional. We’re so glad you’re here!”

5. Show them a bit of themselves.

Shoppers need to see elements in the store environment that are consistent with his/her/their self-concept. In other words, we need to represent the shoppers (and their values) that we want to attract. Awareness of the diversity in the community and inclusive hiring practices are important, as are visual elements of the store environment.

Examples include in-store messages that overlap with a shopper’s values, like a poster showing how much the co-op donated to the neighborhood’s food shelf or a staff recommendation for a great vegan or Paleo alternative. Marketing materials and décor should use photography that reflects the desired audience and be proofread for inclusivity, such as gender neutrality and avoiding stereotypes. A message on the door that clearly states that all are welcome is a natural choice as well.

How else do you make shoppers feel welcome? Share your stories with me at liz.mcmann@ncg.coop.