New Deep-fried Twinkie Bad for Your Waistline, Good for Your Bottom Line

 

Guys, big news. An iconic American treat brand has made all our snacking dreams come true.

After the threat of a world without Twinkies loomed over us all in 2012, Hostess has come back from the dead, emerging from bankruptcy with a sweet offer:

Deep-fried Twinkies.

Let that sink in for a moment.

Although certainly a grave day for dentists everywhere, the snack company has embraced the literal meaning of Retail Therapy and responded to our deep desire to reward ourselves by binge-eating and watching Netflix at night.

 

Image confirming all our hopes and dreams, via @ADInnocenzio

When it comes to selling your product, there are two main ways to persuade a potential customer to buy. The first is to embrace FOMO (shout out to my 14-year-old cousin for explaining to me what that was) and make your customer feel bad about not being part of the Cool Club. Want to be as awesome as this model in my ad? Then buy my product.

Or you can encourage them. Make your customer feel good about themselves. If you’re not privy to taking the advice of a stuffed pastry, might I point you at this study that reveals the same. According to Francine Espinoza Petersen of the European School of Management and Technology, the key to why retail therapy works better if you’re happy is that there’s less risk of losing the emotion. When you go shopping to make yourself feel better, you’re relying on the activity to cheer you up. That’s a lot of pressure. But when you’re happy, it’s less likely shopping is going to make you more upset.

Seems true.

The question that follows for me, though, is how can that really benefit your business? It’s great if someone comes in and charges a ton on their credit card to make themselves happy. But how do you take those customers, happy or sad while shopping, and turn them into loyal customers?

The very word ‘indulgence’ means doing something irregularly pleasant for yourself. (Don’t look that up, I paraphrased). The key to turning these one-off indulgences is to not only provide a great product, but great customer service.

#HubbaBrand, e-commerce and flash sales company Zulily is doing a really great job making customers feel good even with the added barrier of being strictly online. Whether it’s answering every comment and concern directed at them on social media, or appeasing the philanthropist in us all by suggesting an unsatisfied customer donate their product to someone who needs it while still providing a full refund – these guys know what they’re doing.

Ditto Poe Wovens, who had some sage advice for people looking to improve their customer service strategy, submitted through our own call-out on Twitter:

To have your advice in our next post (or just to say hi), catch us on Twitter, Facebook and Instagram and join the conversation… or start your own. Your customers will love it!