I’ve written in recent months about the corporate stupidity of Sears selling porn on the company website. Since www.onemillionmoms.com alerted the public to the debacle around May, ’10, the company has battened down the hatches and, with an unmistakable, ”don’t-ask-us-if-we-care-’cuz-we-don’t” snotty attitude, has resolutely refused to protect children…let alone the rest of us…let alone it’s own reputation and brand. So, I am now a former customer. I won’t be returning. My dollars will be spent elsewhere.
As Sears’ insanity continues, however, here’s a true story about a store and its management who know EXACTLY what it means to support their customer base, EXACTLY how to bond customers to their brand FOR THE LONG TERM. My source is reputable. My source is my daughter.
EJ is an Army wife. She and Hubby are anticipating transfer to a new post in the next couple of weeks. She says, “95% of our belongings remain in the original moving boxes. We’ll unbox when we finally get to our next post.”
On a recent weekend, EJ and Hubby were working on a home-improvement project when they discovered a need for the electric drill buried somewhere in the gazillion unopened moving boxes in the garage. Because of the pressing need of completing the project ASAP, it was really easier for them to buy a new drill than to spend a day or more searching through the boxes.
So, EJ made her way to the Lowe’s store near their home. In the tool department, she stood with a helpful clerk and explained that because she and Hubby are awaiting transition to a new post and that since the vast majority of their belongings are boxed, she needed to buy a drill. What EJ didn’t know at that point was that was that she overheard by a Lowe’s district manager on a tour of the store with several members of the store’s management team.
The district manager approached EJ, introduced herself to EJ and asked her to repeat the story. EJ says the woman listened, then said, “My brother was killed in Iraq several years ago, and I want to thank you and your husband for your service to our country.”
Of course, EJ was saddened by the woman’s loss and her grief. Knowing in her heart that she was put there to be a sounding board for the woman, EJ listened carefully noting the woman’s pain, transparency and vulnerability. They talked for awhile and when the conversation wound down, the district manager beckoned the clerk over and, referring to EJ, said, “This young woman is the proud wife of a U.S. Army soldier. Get her a drill and any accessories she needs and send her home with the products on loan.”
EJ was stunned. Reaching for her wallet, she said, “Let me get my credit card number for you so you have something for use as collateral.”
The district manager replied, “That won’t be necessary. This is just one way Lowe’s can support military families.”
EJ was rather speechless as the clerk handed her the drill and a set of bits. Expressing her gratitude, she left the store a committed “forever” Lowe’s customer. Two days later, the project was finished and the drill and bit set were back in the possession of the store.
The story of good will created by the shared moment, the trust and the store’s act of generosity will be told over and over again by EJ. The story is now spreading its way across the country by her friends and family.
More valuable than primetime advertising, THIS is the best PR a company could ever hope for. Congratulations, Lowe’s!
