The Competitive Edge: Surprising and Delighting Your Way to Customer Loyalty.

Passion. Product. Profit.

Practical Guide How to Turn Your Hobby into Profitable Business

"Ms. Efimova, we have a large bouquet of flowers delivered for you. We’ll bring it right up," said the doorman on the other end of the line. It’s always a delightful call to receive, especially when it’s for a birthday bouquet.

Of all the flowers I’ve received over the years, this bouquet stood out in its own league—a league of elegant excellence. Everything about its presentation felt crafted with love, exquisite taste, and meticulous attention to detail. The fresh flowers were masterfully arranged, blending different sizes, colors, textures, and shapes. The color-coordinated, luxurious textured wrapping paper exuded an aura of sophistication, while a silky ribbon adorned with the company’s logo cascaded gracefully. The postcard accompanying it was sealed with a traditional monogrammed wax seal bearing the letter "M" for the company name, "Magic Flowers Chicago." The sturdy box even had a water compartment to keep the flowers fresh until I had time to put them in a vase.

As I admired and enjoyed this impressive gift, my entrepreneurial mind noted all the small yet significant details that went into creating this bouquet, which brought surprise and delight to the customer. These extra touches and upgrades cost money, and Magic Flowers Chicago clearly knows its target audience well enough to invest in such luxurious details. Receiving this bouquet felt like a special occasion, and everything about it made me feel elevated.

Let’s explore a few ways, as brand owners and managers, we can delight and surprise customers, regardless of our brand’s positioning, price point, or industry.

What Is It Like to Be Your Own Customer?

Recently, I asked my e-commerce department to send me the "customer journey" emails that are sent from the company after a customer places an order, adds products to the cart but doesn’t check out, or browses items without making a purchase. My goal was to experience what our customers experience in the digital space as a real customer. Whether it’s dining at your restaurant, visiting your dental office, or getting an oil change at your shop, put yourself in the customer’s shoes. How did it feel to be your own customer? What stood out as positive, neutral, or less than great? Were your expectations met, or did they misalign with reality??

Study the Competition.

Now, experience what it’s like to be a competitor’s customer. Recently, I had my car washed and vacuumed at Mint Car Wash in West Palm Beach, FL. While waiting, I noticed the extremely clean waiting area with white leather chairs, a variety of gourmet chocolates, and a fully stocked refrigerator with refreshments. A team member cheerfully greeted guests and offered hot coffee and water. I’ve been to countless car washes, but this was the first time I actually enjoyed the wait. If I owned a car wash, I would definitely take notes on how Mint Car Wash creates delightful surprises for its customers.

Think Like a Customer.

Who is your customer? Who do they aspire to be? What is important to them? Regardless of your industry or brand positioning, there are ways to create an enhanced connection with customers. One size doesn’t fit all, so the first step is knowing who your target audience is and identifying your most desired customer.

Look Outside Your Industry.

Some of my best ideas for improving my businesses came from outside my industry. The inspiration behind the iconic RP Collection purple boxes came from Tiffany & Co. blue jewelry boxes. The stage-like pointe shoe fitting area at Russian Pointe Dance Boutique, complete with velvet curtains, was inspired by the theater. The idea to place a samovar and candies, along with sports magazines, to make customers extra comfortable (especially dads and brothers) while daughters and mothers shopped for dance supplies, came from a combination of Russian Tea Time restaurant and a doctor’s office. No matter your industry, there are lessons to be learned from others. Venture out, bring your notebook, explore, and see what can be adapted to put you ahead of the competition.

Do an Investment–Return Analysis.

Any enhancement requires investment. Some elevated experiences are not easily measured in ROI, but that doesn’t mean they don’t impact the bottom line. I’m confident that the fathers and brothers occupied with sports magazines and delicious candies gave more time for the ballerina in the family to shop longer and buy more. Think carefully about where and how you invest your money to create moments that make customers feel special.

Consistency Is Key.

While surprising customers is important, it still needs to align with your brand DNA. Walking into a theater-themed waiting room with burgundy velvet curtains at a car wash would be confusing, just as seeing a bowl of chocolates at a dental office might be. Make sure your delightful moments strengthen your brand image, rather than causing customers to question its essence and consistency.

In today’s fast-paced lifestyle, we have only a brief moment to capture a customer’s attention and make a memorable impact. But brands that can do this not only create loyal followings but also attract new customers. I’m certainly considering Magic Flowers Chicago the next time I need to send flowers—it’s a small investment that can pay off in multiple ways.

My birthday bouquet lasted a long time, and every time I walked by, it brought a smile to my face. May your brand continue to delight customers in unexpected ways, leading to loyal and repeat clients.