Housed in a nearly 100-year-old building, Pacific Market in Sacramento, California, has built a loyal customer base with its friendly service and willingness to procure specialized items. “I want to take care of everyone who comes in,” said owner Preet Singh, who took over the store in 2005. “I have a wish list that customers can add their requests to, and if I can get what they asked for, I will.”
From the very beginning, Singh took customer service very seriously. “We want to provide the best experience,” he said. “We started from scratch, from the cooler doors to the tile, to create a store that our customers actually wanted to shop in.”
The store stocks the usual packaged beverages and snacks, including popcorn, veggie chips and cookies, but also has customized its selection. For example, a few years ago, Singh brought in a larger freezer section with five doors that house pizzas and vegan and vegetarian frozen foods. He also has a robust selection of vegan and vegetarian snacks and Indian foods. “We have a lot of vegan customers who come in to buy both our snacks and frozen foods,” he said.
Pacific Market carries a substantial grocery section, including fresh fruit and veggies that Singh handpicks daily from area warehouses or shops. “I want our customers to have the best we can offer,” he said.
Customer Focused
When customers started asking about seasonings, Singh added spices, such as nutmeg, onion powder and curry powder, to provide more depth to the grocery section. “These sell really well because while there are some grocery stores nearby, they don’t have as many products as do," he said.
Singh is always willing to bring in new products upon customer request. “We have a notepad right by the checkout counter for customers to jot down what they want us to bring in,” he said. While the most commonly asked for items are household and food products, occasionally, some are a bit more obscure. One customer wanted fresh crabs. “I had to say no to that one because of the logistics, but most of the time, if it fits the market and the area, I’ll get it within a few days of the request,” he said.
We specialize in craft beers from all over California.
As another way to bring in customers and reward current patrons, Pacific Market runs regular sales on food and beverage items, as well as deals on wine or special two-for-one snack sales. “Especially in the summertime, we run deals every two weeks and put those specials up front to catch the eye of our customers,” he said.
Singh also makes sure he is out and about in the neighborhood, too. “This year, we did our first customer appreciation barbeque for the area, and this summer, we’ll host police and fire department fundraisers,” he said.
Quenching Thirst
What really sets Pacific Market apart is its extensive beverage category. From specialty drinks, such as fresh kombucha on tap, to its more than 100 brands of premium wines and 900 bottles of beer, the store has cornered the market on satisfying thirsty customers.
“We specialize in craft beers from all over California,” Singh said. “Some of our bottles you won’t see in a grocery store.” He stocks limited-supply labels and receives new shipments of craft beers every other day. “Not everyone wants the same thing, and with our 20 cooler doors of beer, I’m able to rotate the selection so that there’s always something new and fresh for our customers,” he said.
Pacific Market offers specialty drinks, such as fresh kombucha on tap, as well as more than 100 brands of premium wines and 900 bottles of beer.
He’s built a large following on Instagram and Facebook, which he updates daily with what’s in stock. “It’s like a second job to keep up with this department because I like to educate customers on what’s new,” Singh said. He often has pictures on his phone that show how the beer pours to guide customers in making in-store decisions about what to purchase.
In addition to alcohol, Pacific Market has a wide variety of specialty sparkling waters, from cans to bottles to flavors. “Everyone’s getting more health conscious and getting away from soda and sweets, so there’s a growing interest in healthy products,” he said. “When we first got the store, everyone bought soda, but now there’s been a transition to picking up water and juice instead.”
The bottom line for Singh centers on providing customers with a unique experience. “Always greet someone when they come in the door because you should be grateful they choose your store that day,” he said. “Take care of customer needs as much as you can, such as checking products to ensure nothing is outdated or missing because people notice those things. Be engaged with the customer and your business, and your customers will take care of you.”