Taking a light hearted though thought provoking look at the present day shopping experience. I am increasingly aware that as more people turn to Internet shopping I have to pose the question why? In so-doing I decided to take a look at the old fashioned way of purchasing products to find out for myself what is happening in the hurley burley of the retail sector and where could the shopping experience be heading.
At this point in the dissemination of shopping I have to own up to the fact that I do not consider myself to be your every day shopper. For a start I don't live in a city. Nor do I live near a large shopping center in a regional town. When I do go shopping it is by and large for previously identified wants and needs. I have also identified that my 'now' shopping experience is based largely on my previous good and not so good shopping experiences.
When I go to my local shops, or to the larger regional retail areas I consider myself to be a shopper who deals in the niceties of shopping. Some may call it 'the shopping experience' others may call it good manners. If I receive good service and a friendly face then I am more likely to return time and again to the same shop. However if the experience is fraught with a complete lack of customer care then 'watch out' because the whole world, or at least my friends will know about it.
What Makes for a Good shopping Experience
The experiences that I have fully enjoyed have been ones where staff are friendly and includes:
- A welcoming smile
- An inquiry (not done too quickly) of my needs
- Asking if there is anything else that they as staff can assist me with
- A nod of farewell, “have a pleasant day”, or words to that effect
- Not being aggressive towards me, the customer, should I fail to make a purchase
When the above happens then I am a happy shopper. I may not have purchased anything, but after what I consider to be a good shopping experience I am left with a warm fuzzy feeling of knowing as well as feeling I enjoyed the contact and, yes, I would return to that shop.
A Positive Case Study:
I queried a shop assistant as to the cost of having my shoes re-heeled. The price was on the high side, however the shop assistant had made an effort of some small talk and looking me directly in the eye mentioned that there was a 12 month guarantee on the work. I considered my options and thanking her for her time I informed her that I would be bringing the shoes to get heeled. As I turned she said she would look forward to my return and to have a good day.
My time is precious and I seldom browse. Once chosen, the retail outlets of choice become mine. That is I become a regular and supportive customer. That is why when I shop (at least from the shop owners perspective) it is important to ensure that my shopping experience is a good one.
A 'Not Happy Jan' Shopping Experience
I have been bemused when being served when the assistant:
- Is nowhere to be seen
- Carries on a conversation with a co-worker
- Talks or texts on their mobile phone
- The assistant stops to take a telephone call, then completes an order over the phone while I am left standing, and standing, waiting and waiting for MY sale to be completed.
Is it a case of two fish on the line, not wanting one to get away so had us both dangling.
A Negative Case Study:
I look at the check-outs. That line will take ages, so will that one. Here goes there's no cue, but wait the shop assistant has spied me and walked off, what to do. Here she comes again, I make my move. “Hello” I say. No response. I try again, “thought you may have been closing your register”. “I will be in a few minutes, I go to lunch in three minutes” she snapped back. “Good, seems I just caught you then so you will be able to serve me” To which the assistant informed me “I've only had one rude customer today”. “And whom might that be” I queried. “You" she replied.
This assistant was deep in the throws of resenting an intrusion into her forthcoming lunch break. I made a report to the manager about the incident and as yet have received no reply.
Another issue that exasperates me are the changes in many fast food franchise establishments that have 'customers service' as their number one priority. Only a few years ago the staff would be bustling about behind the scenes working on orders. Times have changed and many of the staff that I have seen of late wander aimlessly around the counter. Cloth in hand, they do whatever it takes to ensure that they make no eye contact with the customer. You can rest assured that I will NOT be spending my money in these stores again. They have not met the benchmark of what a good shopping experience should include.
How to Keep a Customer Happy
It would appear that many retail outlets have failed to grasp the fact that they are operating because people are willing to become customers and walk in the door. Therefore when a customer does enter the shop the top priority should be to ensure that they are served in an appropriate manner
It is a simple matter really and maybe I am showing my age here when I say to all shop owners and managers when a prospective customer enters a shop:
- Acknowledge their presence
- If already serving a customer just pardon yourself for a moment and inform the customer that you will be with them shortly.
- Customers are not silly, they can see that staff are busy, however the simple fact of acknowledgement will go a long way
- After serving, ask if there is anything else that staff can assist the customer with
- Smile, no one wants to see a sour countenance
The Growth in Internet Sales
One just has to see the increase in stories on television relating to the Internet to be aware of the impact that Internet sales are having on businesses. However there could be situations where consumer laws do not apply thus the site could offer limited protection to on-line purchasers.
To ensure the clients or customer will identify the risks to on-line shopping and opt to stay with the stores that they are familiar with is tricky. It remains imperative that the shopping experience be a positive one and loyalty may become the key factor to a shopper especially when they are given:
- Service
- Value for money
- A friendly smile
- A nod of good day
The shop keeper may not have achieved a sale at first contact but if the experience is a good one then the possibility that the customer, be it myself or another person, returning is a high one. Consequently my experiences of late leave me to suggest that the 'shopping experience' may not be dead and buried - just yet anyway.
Sources:
NSW Department of Fair Trading Website
Experiences of Personal Observation
Parania Wilson - Parania attained her degree with a double major in welfare and sociology then spent a number of years in welfare working in Mental Health, ...
