Four workdays before last Christmas, Heinen’s received a phone call from a customer whose 10-year-old, handicapped son loved grocery shopping there so much he asked Santa for a Heinen’s uniform.
The warehouse didn’t carry children’s sizes and the shirt manufacturer was closed for the holiday. But a call to the supplier’s representative generated a volunteer embroiderer. And by Christmas Eve, Heinen’s delivered the shirt, a cap and an honorary name badge to the boy’s mom.
Heinen’s commitment to such personalized service has spanned three generations — most recently, twins Tom and Jeff Heinen. That history is represented by three green diamonds on the store’s logo.
Those shapes are repeated on associates’ nametags, where they stand for the trio of roles that customers expect: retail professional, sales merchant and businessperson. When employees meet the Diamond Standards for each category, they display their achievement with a raised emblem affixed to each diamond.
But informal training continues daily, as managers monitor and develop employees on the job. One store, for example, came up with a game to encourage cashiers to ask all customers if they found everything they wanted. They competed to see how many additional sales were generated when baggers tracked down items remaining on shoppers’ lists.
The company also uses a labor program to identify the appropriate staffing required at each store throughout the day. Expecting employees to interact with customers, the program builds in time for service.
Customers receive incentives just by shopping at Heinen’s or by joining Tasteful Rewards, the preferred customer program. They receive discounts and free items based on their level of spending and frequency of visits. Heinen’s keeps the rewards relevant by offering everyday items, such as milk and flowers.
How to reach: Heinen’s, (216) 475-2300 or www.heinens.com
