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To Be Noticed, Create Some Retailing Folklore




To Be Noticed, Create Some Retailing Folklore

“And Nordstrom refunded the cost of a set of tires …” Yawn. OK, so you know the story (for those unfamiliar with this one: What’s important here is not whether it’s a fresh tale or that it’s even true (Nordstrom insists it is). What matters is that it’s now part of American retail folklore, a tireless generator of goodwill capital. This year, create your own legend with one outlandish, cost-be-damned act of customer service — trudge through the snow on Christmas Day to hand-deliver eyewear to a lonely widower at the local assisted living center, design a custom-made pair of goggles for a patient’s dog that has had cataract surgery for free, offer to take back a pair of ill-fitting sunglasses purchased eight months ago. It doesn’t have to become standard operating procedure. Be sure the press finds out — secondhand, of course.



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for life improvement, fashion, performance sports, occupational single vision, and progressive lenses. Our values, the driving force behind our ideas and actions, keep the ECP in the center. Every Shamir representative is personally committed to our customers’ vision, and to providing the best service and support to meet and exceed their expectations, all with a personal touch.

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