Amy from Café Makeup and I have been inspired by our random chatter, along with the e-mail discussions we've had with our readers over the past year, to compile a mini-series on what we'd love to see in the ideal retail experience. Like many of our readers, we both hold full-time jobs which means our shopping time can be limited so we like to shop smart and be kept up-to-date on the latest and greatest. Here is an open letter to our favorite retailers with a list of our thoughts on retailers, the retail experience and wishlist for the upcoming year. If you could write a letter to your favorite retailers, what would you tell them? Amy will be posting her list this morning. We encourage you to share your thoughts!
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To My Favorite Retailers,
Thank you for enabling a great year of shopping for us! I know all major brands and retailers have worked hard to meet customer needs and maintain their sales in this troubled economy. A big thank you to all the patient, friendly, helpful and kind sales associates who consistently strive to offer excellent customer service.
As you look forward to the upcoming year, here are a few points I want to share with any retailer who might read this:
- Excellent customer service is key at all levels. The experience is just as important as the product. Consumers have a diverse range of options to chose from whether it's in-store or online. One bad experience over the phone can send us running to the other department stores out there. We can't emphasize the impact of social media these days. News, whether good or bad, spreads fast! The incident can be an isolated event, but it can be upsetting enough to deter others from shopping at your stores. There is more to a product than just the product itself. The experience of the purchase is just as important to us. Being approachable and accessible is important.
- Ensure your sales associates are equipped with the proper product information and training. I understand seasonal or new associates may not have the years of experienced that well seasoned associates have, but thorough product knowledge is key! My loyalty is developed when I come to trust and respect a sales rep for his or her thorough knowledge and honesty.
- Store events, makeover events, promotional events should be planned carefully and communicated clearly to customers and sales associates alike. Event details should be well communicated to all store associates. Events should be fun and teach us something new! We're taking time out of our busy schedules to set aside time for your events - being rushed or having to wait more than 10 minutes for a scheduled appointment can leave us feeling frazzled and frustrated. I can't agree more with Amy - events should add value.
- Another thing with these store events and gift with purchases - the minimum purchase requirement should be reasonable. We remember past fabulous events with generous goodie bags - where have they gone? A minimum purchase of $150 for 6 measly samples in an ugly tote bag is not the best incentive. If your minimum purchase is over $350 - the incentive should be substantial. A friends and family discount of 10% is nice, but many states have 8% or higher sales tax. The result of a 10% store discount is really only a 2% savings in the customer's mind after tax.
- Research your competition. As savvy shoppers and bloggers, I know Amy and I conduct extensive research for the latest and greatest. Many times, we already know what we want to buy, the question is where to buy? With so many options, know that we do shop around for the best deals or the stores with the best service. We still want you to be you! Each retail is unique and no store can serve everyone's needs. Just be aware of what others are offering and try to be competitive. Remember, if we find something good, we're likely to tell others and spread the word. That's free marketing for you!
- There is a gap between online and in-store services and sales. I've held a retail position before and this frustrated my customers to no end! Company X online is still the same Company X to the customer in the store. Rewards programs should have the same benefits in store as online. If I sign up for your Rewards Card program and get free shipping online, shouldn't it be the same for in-store send-sales for consistency?
- Showing customer appreciation makes a huge impact! We know major retailers track our purchases. We are reminded at the check-out every time. A nice thank you gesture for our loyalty will make you stand out. Keeping a list of loyal customers and sending out a small token of appreciation will win my loyalty any day and make me more forgiving of mistakes. It's nice to feel valued like my business counts!
- Hard-sales tactics are turn-offs. I know customers can test one's patience and sometimes we need a little push to help us make up our minds. That being said, I really appreciate someone who listens to what I'm saying and makes recommendations in a non-pushy way. Being knowledgeable about a product means a lot more than simply trying to "sell" a product.
- Deliver on promises. This one sounds simple, but I've had so many experiences where the sales rep has over-promised me the moon for spending more than I intended to. Extra goodies, free shipping, lots of samples - you name it. Some have failed to deliver. I feel like an idiot calling the store up and asking if there was an error with my package only to hear something like "sorry, we don't have that anymore" or "we can make an exception" or "we'll send it if you place another order." If you make a promise, be sure you mean it! Even if this doesn't happen store-wide, one bad experience with one single brand at your store will affect my perception of your store as a whole.
- Treat pre-sales as sacred obligations! There is a plethora of limited-edition and limited-supply types of products. We are being pushed and pressured to do pre-sales more than ever. I don't mind doing pre-sales - in fact, I say "yes put me on the list" quite frequently. However, after having 6 separate pre-sale orders messed up on 6 different occasions, I have almost lost my faith in the "pre-sale guarantee." If you guarantee a product due to a pre-sale, make sure you don't over sell your inventory and make sure you follow through.
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