when did retailers stop trying?

This post is a bit off the norm for me but after my trip through a few retails stores today I felt compelled to let my frustration out. What makes a great experience? I started thinking about this as I’ve become increasingly aware of the shopping experience. Let’s face it, it used to be just about price but that isn’t true anymore. Now it’s more about ‘value’ as in the experience. I make that small caveat as most things are about the same price now regardless of where you go. Yes, we do pay a small premium to buy some things at your local brick and mortar shop but you expect to for the convenience. What keeps you going back is not the pricing but the experience. The last time you went shopping, did you leave the store feeling excited and wanting to go back for more? What online shops do you frequent but never really thought about why? E-tailers understand this concept and for some reason the brick and mortar shops have forgotten about the customer, thinking that everyone is only shopping for price. Today, many stores are setup like warehouses, trying to cram every conceivable good into one location. What happens when the store doesn’t organize and keep its products organized? What if no one ever approaches you to help you when you stand looking at a product? These are key events that create frustration and anger in ‘us’ the customer. These also trigger the customer to focus on only price which of course the retailer can’t give the best.

This is not to say that e-tailers have it all right. My last trip through the online shop of Tiffany’s was nothing but aggravating. So much so that I will never shop online with them again. While other sites seem to have it down to a science from a pleasant user interface to smooth checkout process, all the while you never feel like they have left you by the side. That’s a great experience and by then you don’t mind paying a little more for something. brick and mortar shops seem to think that they can treat us like we’re more of a nuisance and actually expect to be paid a premium for such grand treatment. Best Buy is a great example of both worlds. Their online shop is very systematic but moves well and you have just enough options to feel good. Heck, even finding stuff online is a snap. The experience in the store is very different, you can never find what you are looking for and unless you’re starring at that $5000 TV, good luck getting noticed. How can e-tailers really expect customers to keep returning? Why is it they seem shocked when sales figures are down?

I say to you happy shopper, find your favorite shop and think about why you like it so. Don’t settle any longer for crappy service, stand up and demand all that you pay for.

Tags: etail, retial, shopping, custoemr experience