Sandwich Trust: A Story of Submarines and Retail Insight

This edition of HOW INSIGHTFUL fills a hunger for customer data. It is a love story.

A Lifelong Love Affair

?Ever since my university days, I’ve had an undying love affair with submarine sandwiches. It all began with a Mr. Sub located right next to my dorm. My late-night study sessions would often end with a quick dash to grab a sub, the perfect companion for a weary student’s hunger.

?This passion didn’t stay confined to my college years. It evolved and grew as my life did. In the ‘90s, while exploring Montreal, I discovered Mikes, a local favorite, and my appreciation for subs deepened. Fast forward to the 2000s in Ontario, my quest for the perfect sub continued, and new local brands fed my growing obsession.

?Now, it’s a family affair. My family of four shares my passion for subs. Our trips to the United States aren’t complete without stopping at Jimmy John’s or Firehouse Subs. Each bite brings a sense of nostalgia, a comforting taste of our shared love for these delicious creations.

?The Airport Sub Dilemma

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On one particular evening, I found myself landing at Calgary International Airport (YYC) after a long and tiring journey. It was late, the airport was winding down, and the only sound was the echo of my footsteps. My stomach growled as I wandered past the dimly lit convenience store, and then I saw it—a sub sandwich sitting on a lonely rack.

?It looked fine, wrapped neatly in cellophane, but something didn’t sit well with me. I hesitated. I didn’t know how long it had been sitting there, who had prepared it, or what journey it had taken to end up on that rack. It lacked the familiar branding and the trust I had in my favorite sub shops. I walked away, my hunger unsatisfied, because my trust in that convenience store sub was non-existent.

?A Lesson in Retail Trust

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This experience got me thinking about retail and customer relationships. Just like that untrustworthy sub, a business that doesn’t truly understand its customers is likely to be ignored. It’s not enough to have a product sitting there, waiting to be bought. Trust isn’t something you can build through flashy ads or bold claims alone.

?In retail, building customer trust goes hand in hand with knowing them inside out. When you understand your customers—what they buy, when they shop, their income levels, and their needs—you'll trust their decision to shop with you. This knowledge helps you gauge how much effort is needed to attract them. When you invest the time to get to know your customers, it shows that you trust their decisions and preferences.

?Building a Two-Way Street

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Instead of passively waiting for customers to place their trust in you, actively earn it by showing that you trust in them. When customers see that you’ve done your homework, that you’ve taken the time to know who they are and what they need, they’ll come back to you—just as I keep returning to my beloved sub shops whenever I cross the border.

?Trust is a two-way street, and in retail, knowing your customer’s journey is as crucial as knowing your product’s journey. So, let’s stop placing subs on racks and hoping for the best. Let’s start placing trust in our customers and reaping the loyalty that comes from it.

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This article is a part of the “HOW INSIGHTFUL ” LinkedIn newsletter series, where we delve into innovative business strategies and ideas.

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