EDITOR'S LETTER

My husband and I just drove half way across the country. In three days, I became both a connoisseur of countryside cuisine and a critic of customer care. No one was more surprised than I that the big winner in terms of service and merchandising was Flying J—
a chain of truck stops.

OK. I know what some of you are thinking. And, yes, I know the kind of
services truck stops are best known for. Say what you may, but walk into a Flying J, and the first thing you see is a "Freshly Baked" sign atop a table displaying oversized portions of pastries. Go to checkout, and the employee greets every customer, asking if you have a Flying J card or want one and, pointing to the huge packages of fresh salads displayed at the counter, asking if you'd like anything to go.

The point? No matter what the business, customer service and merchandising are critical. Just as important, those messages need to get to customers as soon as they walk through the door. In fact, reports Roxanna Sway, editor of Display and Design Ideas Magazine, "According to ad giant Saatchi & Saatchi, 80 percent of purchase decisions are made in just four seconds." She goes on to explain that Procter and Gamble Co. calls it FMOT (the first moment of truth) and has even created a new position of, yep, director of first moment of truth.

Why the fuss? Because more companies are agreeing with Saatchi & Saatchi findings that "85 percent of purchase decisions are now reached in stores."

Ask someone you trust to shop your dispensary in four seconds or less. Do they see what you want them to?

Happy holidays,

Steph De Long
Editor-in-Chief