Hi Everyone
Today I read online at http://www.smh.com.au/small-business/trends/are-you-being-served-20100922-15m7a.html an article titled ‘Are you being serverd?’ This article talks about the decline in customers to retail outlets and that one retailer, Myer, are going to increase its staff numbers with a view to improve customer service / sales.
Having read this article I think that the entire retail industry is missing the point. Retailers, indeed all businesses, need to understand why people are taking their business elsewhere and then decide how they can create a competitive reason for customers to stay or come back.
Indeed many shoppers are moving to online mediums for their shopping needs, I can’t help but think this is a result of not only poor service but a bigger issue and that of a lackluster experience.
As the article touches on the retail environment presents a fantastic opportunity to engage with customers and through that engagement increase he average revenue per square meter of retail space.
I don’t think the article goes far enough, sure sales staff that are trained and engaging will increase the sales figures but what about looking at the entire retail experience. What if people actually enjoyed going clothes shopping, or shopping for whatever they wanted? I feel that if retailers created spaces and expereinces that delighted me, and others, we would return their more often and be more loyal to their brand.
Imagine thinking WOW I can’t wait to go and shop there because I know it will be great, easy, etc?
It is time that retailers put the WOW back in to shopping because if they don’t I and others are likely to continue to shop online where the experience, while “faceless”, can still be significantly better than the department store of today.
What do you think would make a difference to your shopping habits?
Regards
JB
September 23rd, 2010 on 4:08 PM
Interestingly, in Australia, online shopping makes up a tiny percentage of the overall. So people still are walking through the doors.
I think the type of store has a lot to do with it as well. When it comes to everyday wear, I couldn’t give two hoots about where I shop and the staff in those stores mean little to me. Whereas, when it comes to buying, say, specialty gear – I’ve been buying a bit of outdoor gear in preparation for my trip of late – I remain very loyal and the customer service aspect is important to me.
September 23rd, 2010 on 4:13 PM
Paul I agree there are different requirements given the environment / product – however even if I am picking up groceries I expect to be served in a reasonable amount of time etc.