| Headline: | B&A Global and Beshoy Mehany: Working to Make Customers Feel Respected, Not Commodified |
| Location: | US |
| Post Date: | Oct 21, 2022 6:32 PM |
| TAG ID: | awire091162 |
| DocID: | 684646 |
| Word Count: | approx. 701 words |
| Full story: | |
| LOS ANGELES, CA / ACCESSWIRE / January 19, 2022 / The buyer-seller relationship has likely always been fraught with tension, with one side seeking to persuade the other to part with their money. Whether a merchant from hundreds of years ago was trying to sell their wool or a cell phone company from today is advertising their latest upgrades, their goal has remained the same: how to coax the vendor to buy their products. The drive to generate profits today has led to perhaps an inevitable rise in ads both on television and online, with almost $356B spent on digital ads in 2020. This focus on sales could cause more consumers to feel like commodities instead of valued customers. It is a problem that B&A Global, an ecommerce business founded by CEO and actor Beshoy Mehany , is working to solve through its commitment to less advertising and more pressure-free, respectful customer service. What Are the Concerns Voiced by Today's Consumers? When Mehany started B&A Global, he directed the company to survey 300 people to find out what they most disliked about shopping in general. "Our goal," the company says, "was to understand the issues that were driving customer discontent so that we could address them and make people feel like human beings again, not the targets of an impersonal marketing campaign designed to get their money." What they found, the company continues, was a list of issues, including the goal of many businesses to attain people's email addresses, email marketing itself, ads that are posted on social media pages, and phone calls from telemarketers. "We used this information to design our company so that it would respect our clients as well as allow trust to develop between us," B&A Global states. How B&A Global Is Working to Change the Experience of Shoppers The company explains that while acquiring email addresses at the point of purchase is necessary because of the need to notify clients when an order has shipped, this is the only time they are asked for. "Other businesses will try to obtain them when people visit their websites, for example, but we don't do that. We only ask for them when absolutely necessary: to complete an order." Changing how email addresses are used was a priority for B&A Global, also. One in seven people believe that about half of email marketing messages are useful, which was backed up by the company's survey. "The message is clear: it's quality, not quantity," the company confirms. "With that in mind, we only send out two email marketing messages each month, and we keep them short. We also try hard to keep their messages relevant to the clients so that their time is not wasted. People can always opt out if they like, of course." The company operates the same twice-a-month policy for ads on social media and has eliminated telemarketer calls. "We believe that the best way to keep our products in front of clients is by providing excellent customer service, not by pushing into their lives," B&A Global says. "We minimize our marketing efforts and let our record as a business speak for us. What this does is take the pressure of customers and let them find us through word of mouth, which has been very good. That is how we have been able to grow our customer base." The Background of B&A Global B&A Global was started by Beshoy Mehany, who was born in Egypt and came to America when he was nine years old. After graduating from New Jersey Institute of Technology with a mechanical engineering degree, he became a successful actor and has a featured role in 2022's Gain. As B&A Global's CEO, he runs an ecommerce business that he says is based on respect for clients, first and foremost. Can Other Businesses Follow B&A Global's Example? It remains to be seen whether B&A Global's commitment to advertising that is less frequent and more strategic will be copied by other businesses. If more customers respond to it, it could cause a ripple effect across industries, possibly changing the vendor-customer relationship over time as well as how we do business in general. For more information on B&A Global, please contact: Beshoy Mehany [email protected] (201)-388-3509 SOURCE: B&A Global View source version on accesswire.com: https://www.accesswire.com/684646/BA-Global-and-Beshoy-Mehany-Working-to-Make-Customers-Feel-Respected-Not-Commodified |
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