I was chatting with a sales rep whom I highly admire this week about retail and he suggested that Neimans and Nordstrom could reverse their dipping sales by hiring more people and / or providing better in-store customer service. He likened going to the store as going to a Broadway show where if you offer a good experience, people will pay more and business will thrive.
Here are my thoughts on this: 1. We're not Broadway. Retailers sell commodities: hats, pants, cups, plates, etc. Broadway is selling an experience. Retailers should offer a nice experience, but this should NOT be the store's primary selling point. A retailer's primary expectation is to sell great commodities at fair prices. Theaters sell laughs / tears. Stores sell cups. And of course, people will appreciate it even more if it comes with a free smile.
2. We're not Broadway part II. Wanna see the hit show Hamilton? You have one theater you can buy that at. In contrast, you can buy many leading brands at tons of outlets. Point: it's not the retailers fault that the vendors have over saturated the marketplace with their goods. Unlike years ago, vendors now sell direct and sell via houzz, Amazon, and many other outlets.
*A side note about using Broadway as a reference point: 75% of Broadway shows tank and lose millions. Retail has a better success rate than Broadway.
3. The sale rep said that shoppers would shop more if offered more customer service via personal attention from sales people. My thought: customer service is not a person. It may involve a person, but it is not a person. Customer service is getting what you need when you need it. Customer service does include offering quick delivery of goods and a wide selection. I had drinks with a friend that said to her "customer service is speed." Right now Amazon is actually beating Nordstrom and Neimans in customer service without you ever seeing a person. How? Amazon offers same day delivery (speed!) and an amazing selection. Walmart will soon offer same day delivery in order to compete with Amazon. Regarding selection, compare amazon's site to Walmart or Neimans. Who offers more choices?
I love sales reps. We are in this fight together. Let's help retailers get online. With the money we make, we can hit up a Broadway show together.