Posted on Monday, 21st December 2009 by CopywritingCat
Today’s Wall Street Journal opened the Marketplace section with this headline. Read the story here.
Why am I not surprised? There’s a downtown mall in Seattle, Pacific Place, about one block from my gym. I rarely venture there…but not because of “The Recession.” Before blaming the economy, let’s consider today’s live shopping experiences.
First, stores create unnecessary barriers to buying. When I go downtown, I take the bus or even walk. That’s why I moved to Seattle: freedom from cars! So I rarely have my drivers’ license with me. Occasionally I have a credit card. Yet if I want to make an impulse purchase, just about every store requires me to show a drivers’ license.
Macys and Nordstro allow me to shop with just a plain old credit card. So when I brave the experience of live shopping, that’s where I go. It’s not about the recession. It’s about convenience and ease of access.
Second, small retail stores think they are saving money by cutting back on store personnel expense. One of the saddest experiences came in my own neighborhood, where my favorite retail boutique acquired a new manager.
Now, if you read this blog or especially my dog’s blog, you know I’m not exactly a fashion plate. In fact, I even did a stand-up comedy routine, “Fashion-Challenged in Seattle,” about my experience of moving here after 4 years in the New Mexico desert. Seattle isn’t known for its well-dressed citizens but they do have standards.
But I loved my neighborhood boutique. The manager was especially gifted, with an eye for fashion and a talent for finding just what I needed. She wouldn’t let me buy anything unless it looked right for me.
Well, talent tends to move. She was offered a position at another retail store, with a much higher salary and health insurance benefits. The store sells some kind of electronic merchandise and she’s apparently doing well. Her heart remains in fashion and I’ve encouraged her to start her own business as a fashion consultant to executive women.
Meanwhile, everybody agrees: The store has gone downhill. We see more markdowns and fewer customers. The clothes look dowdier. One customer whispered to me as I browsed, “They’ve got cheaper quality at the same prices.” The clerks are less helpful and I don’t trust their advice. So I stopped buying. Now I no longer even browse.
Finally, businesses are cutting back on customer service. I tried to complain about a rude clerk and a ruder store manager in Victoria’s Secret. The company sent me a series of form letters from “Julie S” and “Mary D.” Each letter appeared to consist of a series of standard sentences, with no direct reference to my situation. By the third letter, they said I could have a 30% discount if I wanted. By then, I had already found my items in Macys. I have also shopped online with great success.
Recession? I don’t think so.
And yes, there are lessons for those of us working online. For now, I’ll let you draw your own conclusions.
What do you think? Have you had similar experiences?
Comments (2)
Tags: business strategy
Posted in website marketing
December 21st, 2009 at 08:43
Andy Rooney had some interesting comments on 60 Minutes yesterday. His complaint? Sales people who swarm all over you as soon as you enter and don’t give you a moment’s piece.
December 21st, 2009 at 18:57
I’d settle for that! ususally they disappear these days.