Trendwatching.com has identified it as what consumers are really looking for. We have seen so many back-room deals that when the American people see a company who is open and honest it is refreshing. People want to do business with people who are honest, dependable and transparent.
So what is real transparency?
Transparency is being accessible. Sonic is one of my favorite fast food restaurants. But there are things that I wish they would change, especially their polystyrene cups. But it’s too difficult to actually contact Sonic. In fact, there are blogs about them not really being customer friendly on the input side. So guess what…I have chosen other options. What does that mean to you and me? Providing a method for customer feedback and listening to what they are telling you is necessary for transparency.
Transparency is being generous. Be sure that what you sell is as advertised; and when it isn’t, then go the extra mile to make up for it with your customer. Nashville Wraps is known for its great customer service. Our policy is to provide a great experience even when our customers have problems with what they purchased from us. We want their order to be right and will go out of our way to make it so. It is simply a great way to win friends and keep customers for the long term.
Transparency is being truthful. In business we sometimes must sell products we don’t personally care for. The late Billy Mays would say that he would not sell any product that he didn’t believe in, and Oxy Clean is in the history books now. If you are selling a product you don’t believe in, then just say why. Be truthful. Let your customers decide for themselves as their preferences may be different than yours.
The biggest challenge faced by retailers who are going green is fighting misinformation. A good example of this is the reusable shopping bag. We make these bags available to our customers, but we also provide the facts: despite a popular view that these bags are the best choice, the science indicates a poor carbon and environmental footprint compared to other options. In fact, recyclable plastic bags, provided they are actually recycled by consumers, are the best solution for retailers want to make sound environmental choices; however this is not currently the popular view.
This is in part why we created the Green Way ® brand. Green Way ® and Nashville Wraps ® have become a source of truth, even when it might be negative toward a product we actually sell such as the reusable bags (remember, I said we provide choices). Our philosophy is that an informed customer is a better customer.
We have published lots of content on these subjects, accessible from our blog: See Eco-Friendly Packaging. We also have our Green Way ® Brand of products which are all eco-friendly, natural or sustainable in one way or another: Green Way Sustainable Eco-Friendly Retail Packaging.
Robby Meadows
Director of Marketing
Nashville Wraps
Also see: Green Way Packaging With Purpose
