Growing Customer Confidence

Customers can often become attached to brands. Once they trust a product to achieve an outcome, customers can become wary of a retailer who changes their lineup.

Cottin’s Hardware & Rental in Lawrence, Kansas, took the proactive route on its grass seed.

“We had a really strong following with our grass seed before the switch, so we knew we needed to reassure our gardening customers. They expect a certain product from us, and we wanted to keep their trust,” store manager Aaron Hicks says.

With a grow light stationed above the shelf, staff planted two trays of grass seed side by side. One contained the older product line, the other the new line coming into the store. Customers were asked to compare with their own eyes whether the new seed line held up.