Mel and I were out shopping today for a new picnic table, and were at Rays in Maribyrnong.

Once we’d selected our table and made our way back to the register to pay, the assistant asked if I had a Rays membership card.

I said that I did, but I’d left it at home. We normally get mail associated with a different store location, but, the assistant was able to quickly ask me my name, locate me in their customer database and apply the member’s discount anyway on my purchase — all without me having my card!

At the same time, she was able to confirm our mailing address to make sure our details were up to date.

Nice to know that my forgetfulness in not having my card with me didn’t stop Rays from rewarding me anyway… they were able to verify that I was a member and give me a discount, reinforcing the relationship they have with me as a customer.

As much as it sounds like “well, this should happen everywhere” — it definitely doesn’t, and scores a good impression on my visit.

We’ve just received an Autumn garden centre brochure in our letterbox from the local home and garden centre.

Full colour glossy brochure, 4 large pages and 8 pages inside.

In Melbourne, we’ve just hit stage “3a” water restrictions — as water is a huge issue at the moment. It’s the subject of political discussions, business discussions and discussions at the kitchen table. I’ve been at two functions recently (family birthday and a Rotary event) where everyone was swapping tips on water saving things they’re doing at home.

So along comes this 12 page glossy brochure.

Does it mention water saving? Is water saving the “theme” of the brochure?

What’s the latest news on saving water at home? What can you do for me to help, oh local garden centre?

No, water conservation hardly rates a mention. The 2 pages of water saving plants require 8 to 12 weeks where you have to “water the plants well” — the catalogue looks like it was produced for just a regular Autumn — completely missing a massive business opportunity.

Water tanks are in short supply. To address this would be, in Collier-speak, very clearly part of the “conversation the buyer is already having with himself” (not an exact Collier quote, but along the lines of what he says in The Robert Collier Letter Book. It would be ideal for sales maximisation.

Apparently, this garden centre does have an a-frame out the front talking about ways to save water, as my wife Mel will attest to on recently driving by. But what a missed opportunity to not make this the theme of their catalogue (the first we’ve had for over a year).

Just two months ago, one of the neighbouring units (number 9) here in Shelley Gardens was rented for $300 per week. It has 3 bedrooms and a garage, they’re all only about 6-7 years old, so fairly modern and comfy. Good size rooms etc. Not much different than ours here at number 6!

Now, number 10 is on the rent market too: but with no garage and one less bedroom. Asking price? $330 per week — nowhere near the same value as its direct neighbour at $300 per week. I haven’t compared the insides, or the backyard areas, but I don’t think it warrants such a price difference. From the pictures we’ve seen of both places, nothing strikes as that much different.

It doesn’t seem to have been tenanted yet, and was actually for sale at one stage, but the sale was withdrawn. It’ll be a disappointed tenant who paid more, but got only 2 bedrooms instead of 3, and no garage!

That’s where Google/research/internet comes into play. If you know your market, and keep an eye on research for some time in your area of interest, you’re less likely to get a poor deal like Unit 10 Shelley Gardens, and you’ll be in a much better position to bargain.