
In addition to being an artist and writer, I used to be a retailer.
I worked my way up from bag boy to upper management, studied under Paul Chila who was himself a disciple of Paco Underhill (More on Paco in a minute), and took stores that were underperforming and made them successful and it wasn't all that hard.
So occasionally here on the ol' blog I'm going to offer some retail insight-- especially valuable in these turbulent economic times, but mostly because there are times I miss retail (which I honestly can't believe I just said).
Paco Underhill wrote the book on retailing and merchandising called WHY WE SHOP. In it, Paco approached consumers the same way an anthropologist studies monkeys out in the wild. This book was my bible after working with Paul Chila who taught me more in the five months we were together than anyone else in my ten plus years in retail.
It's funny, because I see this stuff employed everyday in stores, and I see so many missed opportunities as well;
1. A customer is not an interruption of your work, they are the reason for it.
Read that again. Without the customers in your store you have nothing-- are you treating them like a friend you're glad to see, willing to work to solve whatever their problem is, or are they intruding on your otherwise busy schedule? If the answer is the latter than you should probably be doing something else.
This doesn't mean there aren't a fair amount of crackpot customers, I've seen them firsthand, but I'm talking about the meat and potato customers who are regulars and who aren't asking for anything other than good service.
Veronica was recently in a Forever 21 Store, which as a policy seems to hire only the most unpleasant clerks available, and she wanted the skirt that was on a mannequin because that was the only one in her size. She asked and offered to switch it with a different size skirt and the clerk's response was she couldn't do it, and not only that, if Veronica did it then the clerk would get in trouble with her boss.
Are you kidding me?
Target recently has implemented a program where floor walkers are instructed to greet "guests" as they are in the store and ask them if they need help finding anything. Any readers working at T'get can confirm this if they'd like-- and I have no official knowledge of a policy, but I've seen it in action everytime I'm in the Big T now.
2. Respond to guest questions via email. There are a couple of local business I deal with on a regular basis and my preferred method of communication is email if I'm not in the store. I don't expect a response within minutes, but I do expect a response. One in particular told me they don't ever check the email on their website! Maybe you should install a phone that doesn't actually ring in the store either and let people call that too.
How blind can someone be? In the commercial art world, about 90% of my clients come from email contact-- and I respond to each and every one.
3. The store hours should work for the customers not the employees.
Yikes, this one wasn't popular with my team when I implemented it at my store. But it drove business up. In the Big Woo here we have Shrewsbury Street-- which is sometimes called Restaurant Row-- along said street are several clothing stores and misc retailers that can't seem to make a go of business along this heavily trafficked street-- but it's because they all close at 5pm when the foot traffic is just starting. I guarantee you if you changed your hours to nights along this street you would do a killer business.
4. Employee morale and training.
Price Chopper is a perfect example of this. There are TWO Price Choppers within 2 miles of my house, if you spend $50 at PC they take 10 cents off a gallon of gas which can actually add up to quite a bit-- it's a great promotion-- yet despite all of this I drive past these two markets to Big Y. Why is this?
Professionalism-- Big Y has better customer service. Their cashiers are better trained. They are able to get me out of the store quickly, if you go to PC after 9pm you are LUCKY if there is more than one register open. Countless times I've waited in line and listened to the cashier tell the bagger about their plans for the weekend, or worse, how much they hate their job and other stuff I really don't care about and I'd rather you just ring me up and get me out thank you.
This is all faulted to the management team who are just being lazy about training.
There are people who shouldn't be in retail. Plain and simple. You need to take a good hard look at your staff and re-evaluate your level of service, if you don't do it, your customers will, and if it's bad they will go somewhere else.
In this economy no one can afford to not offer full quality service to every customer in their stores, because this is where survival of the fittest will wean out the weak and the underserving.
And we the consumer will be better off.
TOMORROW; UNDERCOVERFISH PLANS!