Every company is trimming extra costs out of their business. But what one manager or CEO thinks is an “extra,” another thinks is crucial during tough times. Making cuts wherever possible  are tough decisions and many times the choices are bad, either way.  For example, all too often, it is the people closest to the customer who are cut first, customer service folks, eg.    Bad plan, my two cents.

Next to go are those little “extra” things, born of goodwill which delight customers.  It’s the ice cream sandwiches delivered poolside at Whistler or the chocolates on your pillow at the fancy-schmancy hotel.  These ‘extra’ touches is often thought of the last 5% of superlative service.  Nice to have, but the first to go.

Which brings me down to Austin, Texas.   Here, the second most visited “tourist’ destination after the Capitol but before the LBJ Museum is Country Market, a grocery store.

Apples are apples and potatoes are potatoes you might say but Country Market has more choices and varieties than anyone I have ever seen…it’s a food Wikipedia of options on nearly everything typically for sale in a grocery store.

The store is full of the little extras, that extra little 5% that doesn’t move a business from 95% to 100% on the customer attraction index, but moves it a complete 100%.   Here is what I mean:  I happened to be in the store yesterday and since then I have created at least three or four new customers for them…new 100% level customers…because of what i saw there.  Those little 5% items that got me to talking and selling for them.

The first showcased idea is a simple idea for hurried mom’s worried about dinner tonight for the little kidlets. Country Market packaged up a double meal just for them. Easy, peezy.  It shows they understand their customer. Small deal, but effective.

And then, the Spa Bar. This is a handy dandy place where people can mix up their own version of lotions, potions and smelly things, using bulk creams, fragrances, etc. In a grocery store! This might not be a huge profit generator, but it is a story generator…and hence, some more 100% level, created customers.

A final symbol was the checkout bag. Someone there must have thought, “we have to print our name on the bag anyway, let’s have some fun, and give our customers a final smile as they unpack the groceries.” Not a huge deal, maybe even simple and silly, but it was a thoughtful conclusion to my visit at the Number Two Tourist Destination in Austin, TX.