where everything is in showcases, hardly any prices are visible
and the sales staff have to help me with everything, I feel like
the atmosphere really isn't conducive to browsing.
Hi Barb,
I think the challenge you’re struggling with is deeper than just a
“friendliness factor.” I believe it is an evolution in retailing
that needs to be put in perspective. In the “good old days”, the
proprietor or staff member of a store would assist each customer and
see that their needs were met. Very traditional, but also labor
intensive and costly for the business. A high degree of customer
service, and an expectation of consumers during that era.
With the advent of JC Penny, Sears, etc., businesses had to find a
way to cut costs to remain competitive. As a result the concept of
self-service shopping evolved. In an ideal environment, every
product is marked with a price, and (signage) was
available to assist customers in making purchasing decisions on their
own. This reduced the need for customer service staff, and pretty
much changed that role into just a cashier with limited product
knowledge and few sales/customer service skills.
Fast forward a couple of generations to where big-box home
improvement centers, Super Wal-Marts and fast food are the norm for
the masses. Rather than having an expectation that they will be
assisted by a competent staff member, the expectation has become that
everything with be clearly marked with a price. If you can’t find a
product you seek, you might be able to find an employee to tell you
to look on aisle 7C, toward the end on the left-hand side. Having to
interact with a staff member becomes more of a perceived
inconvenience than an expectation of good customer service. If a
product does not have a price clearly marked, people have begun to
suspect that the price is arbitrarily set based on perception of the
shopper’s ability to pay. If a less sophisticated shopper enters a
more traditional high-service establishment, they may actually feel
uncomfortable with the degree of attention they receive from the
staff… “Just leave me alone and let me browse.”
So, I guess my conclusion is that one has to decide what atmosphere
is most appropriate. Do I want to emulate the traditional
high-service customer oriented establishment, or a contemporary low
service see-the-cashier type of operation? Of course, I’m painting
this in black and white, and the answer is probably somewhere in the
middle. Without the awareness of this evolution in retailing, you
might end up not doing either effectively, giving shoppers a mixed
message of what type of environment they have entered.
I know this doesn’t really answer any questions for you, but it
might provide some perspective to help you decide what is appropriate
for the atmosphere you are trying to create.
All the best,
Dave
Dave Sebaste
Sebaste Studio
Charlotte, NC (USA)