An opportunity missed

Posted by 5M Coffee Admin

October 31, 2009

Whilst out shopping today (loitering around the coffee machines section of a major department store, checking out new features and familiarising myself with new domestic models on the market) I watched a transaction take place for the sale of a brand new Gaggia Classic.

The elimination process of which machine to buy had begun before I entered the store and the first words I heard were “If you won’t be too stressed trying to learn how to make coffees with this machine then I will buy it for you”.

As the transaction was taking place in a store where I do not have a commercial deal I did not feel it was right to offer my services, but this has bugged me all the way home.

The proud new owner of a brand new Gaggia Classic machine, who appears to have used a pod machine before and has seen people in his local cafe use a coffee machine, is expecting ‘cafe quality’ results from a machine that he is unfamiliar with, and some of the fundamental items bundled are not fit for purpose (to achieve making a coffee to his expectations).

At the tills the question was raised “If I am unable to make good coffee with this machine can I bring it back for a refund?”

Sadly the answer was yes, with an administration fee attached (presumably for claiming this is now an ex-demo machine?)

I have started to research the commercial managers’ details for the store in question to see if there is an opportunity for me to assist their clients in learning how to use their new machine.

Surely there must be instances like the above taking place across the country on a daily basis.

If the machine ends up back on the shop floor then there is a cost element to the business, but also an opportunity (and a liability) to re-sell the machine.

However, referrals of new clients, who book a training session in their own home, leads to a referral payment to the store and a much decreased likelihood of seeing the same machine again.

More money for the store, less paperwork to deal with and the chance of getting the clients custom for updgraded parts / accessories has to be the preferred option. Lets hope Monday’s discussion goes well.

If you know of a store that sells home coffee machines that could benefit from an alliance with 5M Coffee then please drop me an email. You will be rewarded for your efforts