CALF_News_June_July_2018

11 CALF News • June | July 2018 • www.calfnews.net Looking Ahead Service with a Smile  CALF VOICES By Rachel Lewis Contributing Editor A s online shopping becomes an ever-growing trend, what will happen to retail service as we know it? I just read my friend’s Facebook status which said she grocery shopped online from Safeway and was so happy that she didn’t have to leave the house. She said she may never shop any other way again. As someone who is a retail sales asso- ciate, that gave me pause. In my position I rely on customers coming into the store and asking me for help with their needs. I enjoy the interaction with custom- ers and getting to know their animals; whether it be an aging horse that has been with them for years or an ador- able brand-new kid goat. This relation- ship is the basis of our business. With online shopping what will happen to this position? for retail. I don’t know about you, but I have seen all three Terminator movies, and in all seriousness so much “smart” technology makes me nervous; beyond that, what about personal relationships and face-to-face interaction? I look at sales as a relationship busi- ness. I strive to get to know my custom- ers so I can anticipate their needs and help them have the best shopping experi- ence possible. I don’t want shopping at my store to feel like a chore. I know from personal experience that shopping online can be so easy – you’re comfortable on your couch, in your pajamas, just scroll- ing with your thumb. But isn’t it lonely, too? There isn’t a sales associate to ask about what’s new; you can’t touch the product you’re about to buy to see if it feels soft or if it’s quality material. While you scroll, if you land on some- thing that you like you take a minute to look it up and see if there are reviews on the item. You can read what the company says about it as well as what purchasers have said about the product. I always wonder about reviews by a purchaser though. It’s logical that only people who felt strongly about the product would review it. I know if I bought something and it was fine I wouldn’t go back to the site and review it, but if it took forever to get or the item arrived and it didn’t live up to my expectations, I would certainly dial up and let everyone with the inclina- tion to read about it know what had happened. I mean how much can you rely on those published reviews? When I’m in the store I can see, smell and feel what I am about to purchase, although typically I’m not in my pajamas. I work for a small, locally owned busi- ness and at times we feel the pressure from larger companies. We don’t have the buying power that larger companies do, so it’s hard to compete price wise, but what we do have is a knowledgeable staff who offers service. We greet you as you come through the door, we ask about old Barney in the pasture and we try to remember that you are needing a bag of alfalfa pellets every two weeks. These things are what sets us apart from your online shopping experi- ence. On some sites there is a little “ask the experts” button, but are they really people who connect with you as a shop- per? I can relate to the fly problem, or to that chicken that just won’t stay in, but Siri can’t. I know that the convenience factor of online shopping is hard to beat, but for me I enjoy the interaction not only with sales staff, but with the products that I am about to purchase. I will continue to get dressed and head to town for the bulk of my shopping.  E-mail comments to rachel@animalhealthexpresscom Along with this shop-from-home trend, minimum wage has hit an all-time high. So, we have fewer shoppers and more expensive associates. Ever notice how self-checkout has become more common? Or ordering from the kiosk at fast-food places is becoming the thing? This may well be what the future holds She encourages producers, feed- ers and farmers to invite tours to their operations and share online if possible.“Engage with members of your community, host an on-farm workshop day or a get-to-know day,” Wilson suggests. “Be relatable and share your per- spective. Share the unique and ‘aha’ moments. Share your life, family and dinnertime stories. Be personable. Try not to preach. Remember your audience doesn’t know what they don’t know.” So if you haven’t yet, check out the Cattle Tales Facebook page and #CattleTales on Twitter. You’ll see farm, ranch, feedyard and dairy stories you can relate to, stories that are read by those Millennials and others who are shopping for information about food and what’s good for their families. And when you post or tweet a photo or story, include the #Cattle- Tales hashtag. “We want people to join us in reach- ing consumers,”Wilson says.“We want you to share your ‘cattle tales.’”  #CATTLETALES Continued from page 9