Are you being served?

When I was growing up Mum would shop at Tony's local fruit shop around the corner in Essendon. Tony went to the market each morning for fresh produce and he purchased fruit and vegetables with his clients in mind.  As kids, we would be given a small apple, polished lovingly on Tony's apron and handed to us with a smile as a gift.  We loved it!  Mum would sit on the bench with her list and Tony served her.  He packed her old jeep or delivered the goods to her door.  At some stage while I was growing up, the world changed and Tony closed down.  The big supermarkets moved in and cut the price.  It wasn't long before they raised the price once they has squeezed the little guy out.

So, we had service.  And now it would seem that we have none.  Or, we have self check out.  Let's consider the fashion industry.  How many times have you waved your cash or credit card around in our major departments stores in Australia, trying to pay for an item?  God forbid you have tried to get some service or assistance in any of them?

As an executive stylist, I have observed a trend of very little service in boutiques and department stores.  When I worked at the ANZ Bank many moons ago, I recall a branch manager stating that his job would be a lot easier without his clients.  Seriously??????  Yes, he meant it.

In my experience with fashion, men and women want to be served.  Women will enter a boutique to escape from their children and have a break, some are seeking inspiration, shopping for a purpose - wedding or funeral outfit and others are mindlessly seeking a bargain because they don't know what they want.  All they know for sure is that they need something.

What I know for sure, having had a good dose of on the floor retail experience, is that they want to be served.  They simply do not know what they do not know.  As a retailer, when you can communicate, connect and serve your client, you win them for life!

So, who here is old enough to remember "Are you being served?" on TV?????  Look at them all dolled up, loads of staff waiting to serve the customer!  Now compare that to your major department store in your capital city.

cheers
H

helen@imagequest.com.au