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Marketing 101: Open BOTH Doors!
A Point of View from the customer's perspective.
 


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Marketing 101: Open BOTH Doors!    Yesterday, I tried to enter a restaurant with double entry doors. I say "tried" because the right door was locked. To enter, I had to use the door on my left. To boot, it was necessary to wait while people exited from the same door. This seems to be a common occurance so I am certain that the same scenario has happened to you.
          I have a simple question for all of you door-locking building operators: WHY IN THE WORLD would anyone running a business OBSTRUCT customers from entering THEIR establishment? I do not understand. Whenever I encounter a locked door (to an open business), MY impression is that the business does not want my patronage. Why else would they try to block my entrance?
          Let's go ask some of the people responsible:
           Security: Locking one door as the effect of forcing a single column which is much easier to watch than two rows... ( But, it also encourages 'bumps' and close interpersonal contact which is uncomfortable for your customers and is also a heyday for pickpockets, thieves and gropers )
           Maintenance: Locking one door reduces wear and tear. ( But, one door is saved while the other one works overtime! Come on! Do you really lock a door to save its hinges? I doubt it... )
          Engineering: We have to keep one door locked. Otherwise, the doors tend to blow open. (Doors blowing open is a common sign of too much positive pressure in a building caused by insufficient exhaust. Check the exhausts and unlock the doors!)
          Operations: Narrowing the passage breaks up the influx of people into our space so we have a little more time to prepare between our customers. (Oh Yes, General Managers, this practice was described to me by a hostess in a hotel. She seemed to think it was an acceptable alternative to sufficient staffing!)
          As a customer, I don't care whether its your Security Staff, your Maintenance Staff, your Engineering Staff or your Operational Staff that wants the entry doors locked!
           Somewhere along the line this point is getting lost: I am coming to your establishment to spend my money. If you don't care about that,   then I guess you don't need to open the door!      Bye... !

2002.03.22






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