November 12, 2019 § Leave a comment
Shopping for shoes is serious shopping, as any woman will tell you.
Take that a step higher – shopping for winter boots – and you’re no longer talking about a buying activity but an investment. You’ve got proper important stuff on your hands. Well, feet.
I undertook said winter boots search in my home town of Windsor, Berkshire, the other day and was astounded by the huge variation in customer service which varied from the sublime to the insulting. Let me explain.
First of all, you need to know that I set out with the idea of buying (investing in) long, black boots which had to be leather. Get the right pair and you’ve got friends for life (or, realistically, about three years, until you’re fed up of them).
I started at a little independent store which specialises in leather goods. This didn’t go well. I walked into the shop first, my husband following and the guy behind the till completely ignored me and said “Good morning, sir.” He wasn’t to know I was the primary customer and still doesn’t because I walked straight back out again.
Next was an upmarket womenswear chain which is my ‘go-to’ store for special pieces. I’m not sure that the young woman had worked there long – or in fact had worked anywhere in the retail industry, long. I asked for a size 6, which she found on the shelves. They were too big. She found a size 4 (on the shelves) which I knew would be too small. She found a size 7 (on the shelves) which brought us back to the original problem. I actually voiced the issue to help direct her “We have a size 4, 6 and 7 but they aren’t working for me. What next?” She stood there waiting, as if I was going to provide the answer too. I left.
A concession in the local department store didn’t have the size I needed in a pair of boots I liked. The sales assistant offered to order in the right size. The problem was I’d have to pay upfront and, if they didn’t feel or look right I’d have to go through the faff of getting a refund. That didn’t seem fair and I moved on.
I won’t drag you through the rest of the tiring, very tiring but ultimately worth it, shopping trip except to pay tribute to the outstanding customer service we found in Whistles. It was so good, friendly and unpushy that I’ve already told friends about the exceptional treatment and regret that the boots that I eventually bought weren’t from that store. The young sales assistants were chatty and efficient, offered tea or coffee while we had a think about the boots I was trying on, gave opinions when they were asked but didn’t hover or pressure sell. Thank you, Whistles – you didn’t have the right boots but I’ll be back.
(Oh, I finally found the boots at the department store I’ve already mentioned, at a different concession within it. And they’re black, leather – but not full-length.)
July 24, 2019 § Leave a comment
No you can’t help me!
When I walk into a shop laid out for browsing I don’t want a sales assistant to rush up to me and gush ‘Can I help you?’. Frankly, If I wanted help, I would ask for it.
Why have a shop layout which encourages customers to have a good look around if sales assistants are going to hound them from the time they walk through the door.
Maybe I sound like a grumpy old woman. I’m not. (Grumpy). But I’m definitely old enough to ask for information/advice when I need it – however I probably won’t know what help I need until I’ve had a look around the shop and realised I can’t find what I’m looking for. Or maybe I’ll want “that one in a different colour/size” when I see one in the wrong colour/size. It’s one of retail’s biggest mistakes in my opinion – to get people into their lair and then turn them off by hassling them like it was a bazaar.
There used to be more counters, definite ‘don’t walk beyond this spot’ barriers, where customers expected attention from sales assistants and wanted, actually needed, their help because they couldn’t get what they wanted it without it. In fact, waiting too long before being served was annoying. In that arrangement ‘Can I help?’ was exactly what you wanted to hear.
Then there’s the complete opposite of all this – the shop where it’s hard to find a sales assistant in the first place and when you do, they don’t want to help.
I was shopping for a bra the other day – one to fit with a new dress because none of the bras I owned did the job. I went to my favourite lingerie department, looked through the rails, couldn’t find what I was looking for and went in search of a sales assistant. I imagined a salesperson would know the stock and be able to help since I was looking for something pretty specific.
When I finally found a sales assistant, which wasn’t easy, she was restocking a fixture. I felt like I was interrupting as opposed to wanting to give the store business! Her response was to trot over to where I had already looked and tell me that the bra I had described used to be there but evidently wasn’t anymore. And that was it. She went back to stocking the fixture, giving no advice as to how I might find the bra or paying me any further attention.
(In case you’re worrying, I found the bra eventually – from the same retailer but online. For the men who are reading this, bras are like shoes – better tried on, even if you know your size, so online isn’t ideal.)
I don’t want to get into the ‘every customer is different’ and ‘every shop is different’ debate. There is a one-size-fits-all solution and it should be used. The clue lies in the job title, sales assistant. ‘Sales’ – that bit’s easy: on behalf of the business, sales assistants will handle transactions. Assistant – their job is to help – when the customer needs help but not to mob or avoid helping by stocking shelves. Problem sorted.